The motor trade has always talked about the customer for life concept, but the real challenge is turning that familiar phrase into something commercially meaningful, writes Neil Pursell, managing director, Martec Europe.
As new vehicle margins come under pressure and the cost of keeping cars on the road continues to rise, the real opportunity increasingly lies beyond the initial sale. It’s what happens next with the customer that really matters.
That relationship is built on trust. And trust is tested most when something goes wrong with a car and the driver is suddenly faced with a repair bill they weren’t expecting.
Trust has a value
Customers don’t necessarily resent being told that their vehicle needs work. What damages confidence is uncertainty: Do I really need it? Is the price fair? And what happens if I can’t afford it today?
The answer isn’t to sell customers more. It is to give them the information and choices they need to make a confident decision. That distinction matters. A customer who believes a garage is acting in their best interests is far more likely to return.
Research from JD Power has repeatedly demonstrated the commercial value of a positive service experience. In its UK Customer Service Index research, 83% of highly satisfied customers said they would definitely return, compared with just 53% of moderately satisfied customers.
More significantly, 78% of highly satisfied customers said they would definitely purchase or lease their next vehicle from the same location, compared with 43% of moderately satisfied customers. The message for retailers is straightforward. The service experience isn’t simply about retaining today’s repair revenue, it can influence tomorrow’s vehicle sale.
The affordability conversation
That vital link makes the growing cost of vehicle ownership particularly important. The Motor Ombudsman’s latest research found that around seven in ten repairers expect fewer customers to be able to afford routine maintenance in 2026, with customers delaying essential work to save money.
For a garage, that creates a difficult choice. If a customer can’t meet a large, unexpected bill, they may postpone the work, look elsewhere or decide that the vehicle is no longer worth maintaining.
However, there is an important distinction between not wanting to pay for necessary work and not being able to find the money immediately.
Flexible payment supports retention
This is where flexible payment can become a customer-retention tool rather than simply a finance product. Spreading a repair bill over manageable instalments can remove the immediate financial barrier while allowing the customer to have essential work completed. It gives them another solution without compromising the principle that the customer remains in control. That timing is significant.
Since July 2026, third-party Buy Now Pay Later, formally known as Deferred Payment Credit, has been brought under FCA regulation. Providers must now meet regulatory requirements covering areas including affordability, clear information and support for customers experiencing financial difficulty.
That should help move BNPL further away from its image as an online retail gimmick and towards recognition as a properly regulated financial service.
Opportunity missed?
There is evidence that the motor trade has yet to fully embrace the opportunity. Recent aftermarket research reported that around 67% of independent garages have yet to integrate BNPL solutions.
That’s significant in a sector where rising costs are already causing customers to defer repairs.
The opportunity isn’t about encouraging customers to spend beyond their means. It is about giving them a responsible, regulated way to manage an unavoidable expense when they have decided the work needs to be done.
That requires the right conversation first. This is where the role of the adviser becomes critical. Martec’s approach is to help teams understand how to have better conversations about cost without making assumptions about what customers can afford. Payment Assist then provides a practical mechanism for customers who want to spread the expense.
The combination is powerful
The combination is powerful because it changes the conversation from How do we sell this repair? to How do we help this customer make the right decision? That is a much stronger foundation for trust. The customer for life doesn’t come from a clever retention programme. It is built one interaction at a time.
Be transparent about what the vehicle needs. Explain why it matters. Give the customer genuine choices. And, where appropriate, provide a responsible way of managing the cost.
Do that consistently and a difficult repair conversation can become an opportunity to demonstrate that the retailer is on the customer’s side. The commercial benefits can follow: another service, another MOT, another repair – and ultimately another vehicle purchase.
The real value isn’t in squeezing more from today’s transaction. It is in giving customers a reason to come back tomorrow. That could be the real Midas touch.
Author: Neil Pursell, managing director, Martec Europe
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