Advertisement feature from Autoglym
New and used car buyers want dealers to inform them of exterior protection products and services, according to new consumer research* commissioned by Autoglym LifeShine. The findings underline the value of making upselling an embedded part of the vehicle sales process to boost profit per transaction and enhance the customer experience.
Over two-thirds (67%) of car owners say that when they next purchase a new or used vehicle, they would be interested in hearing about ‘additional products and services designed to protect the vehicle’s exterior and make cleaning easier’. Just 17% of respondents were ‘not interested’.
Notably, the proportion of those interested in hearing about surface protection products is rising, up from 54% when the same question was posed in 2024. Younger buyers are the most receptive, with 87% of those aged between 18 and 24 expressing an interest. The survey also highlighted that those based in London are keenest to hear about such products (83%).
Regarding preferred timing of communications relating to value-add products and services, 40% would prefer this to happen during a showroom visit, while 38% would like the salesperson to discuss such items when finalising an order.
The survey also found that dealers are better off not delaying upselling discussions; only 11% of customers would prefer to hear about value-add products and services after they’ve completed their vehicle order.
Anna Houldsworth, Global Head of Paint Protection at Autoglym LifeShine, said: “With retail margins for many dealers under pressure, value-add products and services can be vital for securing additional revenue. Sales staff can sometimes be hesitant about upselling, but this new survey underscores how receptive potential car buyers are.”
CeraFuse ULTRA enhances profit potential
Autoglym has been evolving its LifeShine surface protection product ever since it first launched in 2004. The company fully understands the market and uses its expertise to innovate its surface protection products, as well as the training and marketing support offered to dealers.
Last September the company launched CeraFuse ULTRA, its most advanced ceramic paint protection product, offering improved gloss, durability, and resistance to environmental contaminants – all backed by a comprehensive new lifetime guarantee.
Aimed at the high-performance and luxury car segment, CeraFuse ULTRA provides double the durability** of its existing CeraFuse vehicle protection system, which remains on sale. The launch allows dealers to offer customers two different grades of LifeShine, with tiered pricing that unlocks significant new margin opportunities.
According to the survey, Autoglym LifeShine was found to be the surface protection product most likely to be recommended by those who have purchased a car within the past year. 19% would recommend LifeShine over any of its rivals, compared to 13% for the next nearest competitor.
LifeShine also came out on top when respondents were asked: “Which brand do you feel would best deliver on the factors that matter most to you?”. These factors included proven protection, long-lasting shine, and ease of aftercare.
To learn more about LifeShine CeraFuse ULTRA, visit: www.autoglym.com/lifeshine/cerafuse-ultra
* Findings taken from a nationwide consumer survey commissioned by Autoglym and conducted by OnePoll in March 2026 amongst 1,000 adults who have bought a car within the last year
**Based on laboratory detergent resistance tests carried out under controlled conditions, performed by Autoglym