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Manufacturers face ‘change of ownership’ aftersales challenge

New research from Motoring ( shows that many manufacturers hold only a small amount of data on customers with vehicles aged over 3.4 years old.

When the vehicle changes hands, or comes out of the manufacturer warranty, it often becomes an ‘orphan car’. 

Chris Green, sales and media director of Motoring, commented: “Our study has shown that many cars disappear off the OEM and dealer radar once they get to three years and older.

“We were very surprised by the massive shortfall in manufacturers’ data. This is not the problem of just one manufacturer – rather it is an industry-wide malaise.

“Our data capture process allows us to target orphan car owners on behalf of our manufacturer partners.

“A large part of our strategy is to support OEMs and their dealers to help increase retention and loyalty.

“We are currently working with half of the top 20 OEMs on digital aftersales campaigns.”

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