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Growth of premium brands drives demand for higher-quality service levels

2018 Mercedes A Class

Car retailers must elevate their customer service offering as sales of premium cars surge, according to AX.

The provider of vehicle protection technologies and replacement vehicles analysed the latest car registration data from the SMMT and found that premium brand car sales have grown by 60% in the last 10 years.

It claims retailers and insurers that elevate their customer service offering to match the surge in premium market share, could see increased customer satisfaction and loyalty.

Steve Molloy, director of commercial sales at AX, said: “Since 2009, we’ve seen prestige car brands taking more and more market share and, as with any other product, if people are paying more for something they are really proud of, they don’t want to downgrade to a less premium product while their pride and joy is repaired following an accident.

“Consumer expectation when it comes to customer service is only going to increase further still and insurers and brokers who can meet that throughout the accident management process will enjoy an increase in loyalty and retention.”

New car registration data shows that premium brands – including Mercedes, BMW, Jaguar, McLaren and Porsche – had increased in market share by more than 57% in the last decade.

The accessibility of lower premium vehicles is cited as one of the main reasons for the big increase in the premium market, with the likes of the BMW 1 Series, Audi A3 and Mercedes-Benz A-Class all regular bestsellers.

Mainstream car brands are increasingly offering higher-end models – such as Ford’s bespoke Vignale range.

AX handles around 35,000 accident claims a year and, as a partner to insurers and brokers, can handle the entire post-accident process, using technology and advanced training to ensure that the customer journey is seamless and as easy as possible for the motorist.

Its fleet of vehicles provides onward mobility and includes premium car brands so that drivers get a like-for-like replacement whatever car they own.

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