NFDA survey identifies core aftersales audience

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The Autumn 2017 NFDA Consumer Attitude Survey took a look at what type of customers are most like to use franchised dealers for aftersales work. The customer identified were: over-65s, new vehicle owners, and those with either a warranty or service plan.

The National Franchised Dealer Association’s (NFDA) data revealed 63% of those with a brand-new vehicle used a franchised dealer for their last service, compared with just 14% of those with a vehicle three or more years old. 65% of those with a warranty and 69% with a service plan used a franchised dealer.

One statistic stands out as an endorsement of the common strategy to push service plans and warranties as a means of customer retention: Just 25% of car owners who have neither a service plan or a warranty in place used a franchised dealer for their last service.

The data also showed older consumers to be more likely to go with franchised dealers: 67% of those aged 65 and over used a franchised dealer for their vehicle’s last service, compared with only 40% of 25-34-year-olds and 26% of 18-24-year-olds.

The Autumn 2017 NFDA Consumer Attitude Survey The survey polled 1,000 consumers across the UK in a 15-minute online survey between 9-21 June 2017.

Sue Robinson, Director of the NFDA, said:“The Consumer Attitude Survey has demonstrated the effectiveness of service plans offered by franchised dealers. Customer retention is driven by both the service plan and the quality of work undertaken by franchised dealers with professionalism, knowledge and reputation being recognised by consumers.

“The data provides an excellent opportunity for dealers to target further demographics, including younger customers, and those with second-hand vehicles or those without a warranty or service plan, while continuing to cater for existing customers.”


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