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Survey shows shift towards franchised dealer servicing

New research by the Motoring (.co.uk) website shows a 5% increase over the last six months in the number of motorists planning to use a franchised dealer for their next service.

Of 1,500+ consumers surveyed, 50% said they would use either the dealer they purchased the car from or their local franchised dealership, compared with 45% at the end of 2012.

Chris Green, sales director at Motoring, commented: “This trend is down to the rich manufacturer and franchised dealer focused content with which we engage our community.
 
“Every day, we talk to our community by telephone, email, targeted newsletters, social media and our website about the competitive servicing, MoT and offers available from manufacturers and dealers.”

Sue Robinson, director of the National Franchised Dealers Association (NFDA), described the news as ‘extremely positive.’
 
“Franchised dealers are committed to offering specialist in-depth and up to date brand knowledge to ensure the service they offer is at the highest possible level,” she said.
 



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Comments

  • Luke Clements - 30/07/2013 09:19

    This is great news, but there is still work to be done. Unfortunately I've had a personal experience where I've asked in my local franchised dealership for them to take my contact details to keep me informed - they wouldn't take any information and simply stated 'When the car needs a service, it'll tell you and you can book it in with us'. Lost opportunity I think.

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  • Guy - 30/07/2013 09:57

    On the face of it, good news. However, what was the age range of the cars owned by those surveyed? Given the retention figure, it’s likely the sample was biased towards newer car owners. The other issue to consider is how this news is reflected in deteriorating absorption figures for franchised dealers. Is the improved retention figure a result of many new and late-plate used car buyers getting some form of discounted service package? Service packages translate into a lower overall labour recovery rate.

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