AA Cars has launched its ‘Approved Dealer’ standard, to add confidence for consumers using its on-line used car search website, www.theAAcars.com.
Under the scheme, Independent dealers must offer AA car inspections (or Franchise approved inspections) of all their used cars stock as well as signing up to the AA’s 10-point Dealer Promise, before they can benefit from the trust associated with AA Approved Dealer status. Franchised dealers already offering inspections and customer guarantees can join the Approved Dealer programme.
The 10-point Dealer Promise, launched in 2016, includes a range of basic expectations such as a minimum six-month MoT, proper management of paperwork, free car history, 12-months AA breakdown cover, an audit by the AA once per year and means to escalate any issues or problems through an AA Cars mediation service.
Edmund King, AA president, commented: “The launch of ‘Approved Dealer’ is the most important advance by AA Cars since the launch of Dealer Promise last year and it really taps in to the trust associated with the AA brand.
King referenced data from AA research that showed vehicles which have had an AA inspection are 22% more likely to be viewed online than those that have not: “Our research shows that almost all buyers (92%) say they would prefer to buy an inspected car, while nine out of 10 (86%) feel they would be reassured if their dealer is associated with the AA.”
Paul Yates, managing director of AA Cars emphasized that the availablility of an inspection report meant that 73% of consumers are likely to make a quick buying decision: “What’s more, with an inspection report available, most buyers (68%) would accept the forecourt price without quibbling.”
Yates adds that dealers have an opportunity to build confidence with perspective car buyers: “So AA Approved Dealers can use a range of AA branding both online, which will help to attract buyers; and at their premises including point-of-sale materials such as window stickers and car headboards, leaflets, showroom banners and advertising.”
Yates understands the dealer community’s focus on increasing sales leads. “But lead generation is much more likely if the sales process is based on the solid foundation of reputation and trust. Key to that is honesty and transparency.
“The Approved Dealer standard is creating the safest places to buy a used car. It’s the ultimate progression from our existing 10-point Dealer Promise, launched last year, which is essentially a customer service commitment. Fundamental to the process is adding car inspections to these approved standards of conduct. This all adds up to an industry-leading concept. We want to work with our dealers to ensure that, first and foremost, this is what they offer their customers.”
