A study by Santander Consumer Finance has shown that car dealers could be missing out on potential future sales due to lack of long-term loyalty building with aftersales.
The nationwide study of more than 1,000 consumers has revealed that 56% would value a long-term aftersales relationship with the dealer they bought from but only 22% of those feel they have established one.
Meanwhile, 34% of the 1,070 consumers polled by survey provider Consumer Intelligence said they have no long-term aftersales relationship with their dealer but would value one.
Santander Consumer Finance’s director of marketing and innovation, Andy Green, said: “Motor dealers are doing an excellent job at the point of sale and immediately afterwards for customers but need support in building loyalty and longer term relationships.
“Keeping in regular contact with customers will help create the loyalty and retention which will drive business growth in an increasingly competitive market. Santander Consumer Finance is committed to working in partnership with motor dealers to help reinforce their business models and growth ambitions.”
The research highlighted how car dealerships perform strongly on service at the point of sale, however, with more than two-thirds of car buyers stating the service was good or very good when they bought their vehicle.
Dealers score well in the year after the deal is completed with 52% saying the service was good or very good in the months and year after they bought, the research revealed.