Missed recalls point to failures in customer contact strategies

A growing number of unrectified vehicle recalls point to a breakdown in customer engagement strategies across the UK automotive sector, according to data analysed by Auto Data Solutions (ADS).

Figures obtained by the data provider under a Freedom of Information (FOI) request show that more than 3.2 million recalled vehicles remain uncorrected, with rectification rates dropping sharply in recent years despite recall volumes remaining relatively stable.

The sharpest increases were recorded in 2022 and 2023.

ADS attributes the decline to inconsistent customer database management, lack of integration between dealer and OEM systems, and insufficient support structures for franchises tasked with handling recall work.

Jon Sheard, operations director at ADS, said the industry’s current approach risks both reputational harm and significant revenue loss for retailers. “Franchise dealers are well-positioned to engage customers and manage recall rectifications, but data gaps and system disconnections are getting in the way,” he said.

He noted that longer service intervals and the lower servicing needs of electric vehicles (EVs) are already reducing workshop throughput, making missed recall opportunities more significant.

Internal ADS data shows that each recall appointment generates an average of £309 in related revenue — meaning the unrectified recalls in 2023 could represent more than £120 million in missed income.

ADS is currently consulting with dealers to identify points of friction in the recall process.

Sheard warned that further delays in improving recall capture rates could lead to additional pressures — including the possibility that outstanding recalls could become an MOT fail item in the future.

“Should that happen, dealer workshops could face an unmanageable backlog, along with frustrated customers and brand damage,” he said.

While the problem is industry-wide, Sheard said the responsibility to act lies with both OEMs and retailers.

He added: "Those with connected systems and proactive recall strategies will be better placed to maintain customer trust and protect aftersales revenue."

Percentage of unrectified vehicle recalls by year