Most servicing customers believe it is fair to be charged small fees for cars being collected and delivered, courtesy vehicles and valeting.
Customer research by JudgeService, revealed at today’s NFDA Driving Automotive conference in London, found franchised and independent customers had similar views on charges added by dealers and garages.
The convenience of vehicle collections and deliveries is the most popular chargeable option offered by dealers with over half (52%) of franchised customers saying paying a small fee was fair, compared to 22% who said it was not.
Independent garage customers had similar views with 53% believing it was fair, 20% saying it was not.
The option to pay for courtesy cars was judged to be fair by 46% of franchised customers, although 28% disagreed. For independent garage customers 44% said it was fair, although a third disagreed.
When it comes to paying for having their cars valeted following a service, franchised customers were more evenly split between those who believed it was fair (39%) and those who did not (38%).
However, independent garage customers placed more value on having their cars cleaned with 43% believing a small charge was fair, compared to 32% who disagreed.
“Despite the ongoing cost of living crisis, the research shows how most customers value being offered low-cost extras that ensure convenience when their cars are being serviced. After all, as consumers they have become used to paying for upgrades on their mobile and streaming packages,” said Neil Addley, managing director of JudgeService (pictured left).
“Our message to dealers is that there is an opportunity to recoup some costs to make the aftersales experience as smooth as possible but to do so in a measured way to keep customers on side, this could be an add-on on the day or a slightly premium payment on a service plan,” he said.
JudgeService’s research polled the views of 500 franchised dealer customers and 500 customers of independent garages in March and April to identify current attitudes towards dealers and buying intent.