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NFDA sees chance to promote dealer expertise in new technology

Customers are becoming more satisfied with their franchised dealers, according to an NFDA survey.

And the opportunity for manufacturer-trained workshops to secure more custom looks strong, as the technology and powertrains of cars becomes increasingly complex, according to Mark Squires, president of the National Franchised Dealers Association.

Its survey shows consumers rate franchised dealers considerably higher than independents for their professionalism, knowledge, reliability and good customer service.

Yet the independent garage sector is still regarded as being more convenient, more local and giving better value for money.

Two in three respondents said franchised dealers were the safest place for a car service, reflecting the training, technical equipment and expertise at manufacturer-approved workshops.

Squires believes dealer networks have progressed in the competitive market for aftersales.

“Franchised dealers are really moving on. It was always true, but now more than ever, that we’re all about the best quality customer experience. If there are dealers that don’t focus on that there’s a good chance they won’t be around in five to 10 years,” said Squires.

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