Advertisement feature from Pro-Align
Despite all the technological advances on modern motor cars, one of the most profitable and widespread revenue generation opportunities for aftersales departments remains four-wheel alignment.
Often overlooked or under-utilised by many service managers, a successful wheel alignment strategy which is properly integrated within an aftersales operation can transform its fortunes.
A goldmine of opportunities
Indeed, wheel alignment opportunities exist on around seven in ten cars on the road today, they just need to be highlighted to their owners!
However, once the opportunity has been identified and the subsequent paying work approved by the customer, alignment jobs typically return profit margins of around 88 per cent, far higher than other work such as replacement tyres or brakes.
Furthermore, these figures are likely to increase due to the ongoing electrification of the vehicle parc, meaning after a rapid equipment investment payback period, subsequent revenue from future wheel alignment will go directly to your bottom line.
Making the right choice
With a bewildering choice of workshop equipment available, deciding on which aligner to invest in is never an easy one for any aftersales team. However, for Bespoke Tyre and Auto Care a rapidly expanding operation in the North-East, the decision to invest in a Hunter Elite TD system paired with an integrated, top of the range Hunter RX-45 lift, was a relatively easy one.
Not only are both of these systems approved for use by most major vehicle manufacturers around the world and used in their own quality and PDI operations, but they also offer the best profit generating opportunity, as David Smith of Bespoke Tyre and Auto Care explains:
“Having had experience of Hunter alignment and servicing equipment from a previous business I was involved in, we knew we had to have it again right from day one – it was a real no-brainer! As far as I’m concerned, it’s the best equipment in the industry by far. From its speed of use, to ease of use and its quality, nothing else comes near. From the outside, it’s hard to see why the Hunter systems carry a price premium, but as soon as you see them operating in a workshop environment, it’s easy to understand.”
Sweating your assets
Of course, investing in and offering a four wheel alignment service is just the tip of the iceberg with regard to profit opportunities. By placing wheel alignment diagnostics at the heart of an aftersales strategy, dealers can generate eye-watering levels of additional revenue and improve their customer satisfaction scores and retention levels in the process.
Clive Seabrook, CEO of Pro-Align, the exclusive UK distributor of the world-renowned Hunter alignment systems explains: “Our most successful workshop partners are thriving by using wheel alignment diagnostics properly. The contactless technology available today allows workshops to diagnose potential alignment issues in just a couple of seconds as vehicles enter the workshop. So regardless of whether a vehicle has come in for a steering and suspension job, or something completely unrelated, by conducting a ‘QuickCheck’ alignment, there’s a strong likelihood that an additional work opportunity is identified. And if not, then there’s a great bit of extra customer service, helping to build further trust!”
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