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RAC Dealer Network brand boosts used car sales, research shows

Sean Kent, head of account management at Assurant

The RAC brand played a part in almost three-quarters of used car purchases from retailers who are part of the Network, according to new research.

When asked about the importance of the RAC name in their buying decision, 17.8% of 1,274 used car buyers questioned said it was the “main reason” they chose the supplying dealer while 54.8% described it as having “some impact.”

RAC’s sales director at Assurant Sean Kent (pictured) said: “The research results illustrate how the RAC name can impact customer perceptions.

"This is one of the most trusted motoring brands in the UK and has significant commercial value, as our dealers will testify.”

Assurant plans to add around 200 new members to the RAC Dealer Network in 2019, reaching a total of 1,550.

The increase comes in addition to a recruitment drive in 2018 that saw the network increase in size from 1,200 to its present 1,400 dealers.

In a separate survey, 5,445 people who bought a used car from the RAC Dealer Network were asked whether they would recommend the experience.

Using the Net Promoter Score (NPS) measurement, the result was +72.6. Any score above +50 is seen as excellent.

Kent said: “Working side by side, Assurant and the RAC have gradually developed a customer proposition over several years that is designed to lead the used car sector and the feedback seen here shows that we are very much achieving that aim.”

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