Usually, servicing your vehicle is a grudge purchase for owners, coming, as it often does, in those months when the budget is unaccountably tight!
And it’s for this reason that workshops should be fully aware of what’s going through a client’s head when they bring their car in.
For franchised dealerships this is even more so, as there’s a degree of compulsion around the warranty terms and conditions which often leads to resentment from the customer, and a feeling that they’re getting ripped off.
Three years ago Canstar Blue, in one of its excellent surveys, discovered that many Aucklanders were in fact turning to DIY rather than paying to have their car serviced, with almost half of respondents (45 percent) admitting to getting their car serviced less regularly in order to save money.
The survey suggested the majority of Aucklanders (57 percent) only take their car to be serviced when a specific issue needs to be resolved rather than as a preventative measure based on the suggested km between services.
And now new information has emerged from over the ditch which suggests that independent mechanics outrank dealers on relationship trust and expertise
The Australian Automotive Aftermarket Association (AAAA) has conducted its most comprehensive consumer research study to date to determine the key factors that consumers use to select a mechanic, along with a host of other insights, and although it might not be totally applicable to the New Zealand market, there are a number of factors you can pick up on to help you in your business.
This detailed consumer study found that the skills, expertise, trustworthiness and personal relationship with a local automotive repairer assume far more importance in terms of generating long term consumer loyalty when compared to other factors including prestigious premises and even cost, which was a low priority in decision making.
An overwhelming 86 percent of car owners in the survey claimed to personally know and trust the skill and expertise of their local automotive repairer and are loyal to their mechanic.
“This independently conducted AAAA consumer survey is the most comprehensive insight to consumer attitudes, trends and habits in our industry that has ever been conducted,” stated AAAA executive director Stuart Charity.
“It is an invaluable resource that provides a detailed snapshot of where the independent automotive servicing and repair industry stands with Australian consumers and we are highly encouraged by its results.”
Conducted by one of Australia’s leading market research companies, The Klein Partnership (TKP), this highly detailed, revealing and insightful consumer study gleaned an outstanding amount of market information from a vast national sample group that included more than 1,500 car owners.
These Australian car owners had their vehicle serviced or had purchased an automotive aftermarket accessory during the past 12 months, providing up to date insights relating to Australian consumers’ attitudes and behaviours in specific regard to the servicing and accessorising of cars.
Some 78 percent of respondents believe that it is important to have a good relationship with their mechanic and 71 percent of respondents trust their mechanic to select the parts to be fitted to their vehicles. And 68 percent of respondents also like the fact that the person who owns the workshop is also the person working on their car.
Consumers surveyed also displayed a significantly higher level of satisfaction with the services provided by independent repairers as opposed to the services provided by car manufacturer dealer service centres. It is also very clear from the survey responses that many consumers are sceptical about capped price servicing and extended warranty claims.
The consumer survey provided intelligence that workshops can use to attract and retain customers. For example, an important finding was that 55 percent of the decisions about where to get a car serviced or repaired are made by women. The survey outcomes provide some great tips on how to encourage women to select their business and how to drive higher satisfaction rates with female customers.
According to TKP Director Ron Klein, “The results of this AAAA consumer survey outline the growth opportunities that exist for independent repairers and accessory re-sellers. Consumers definitely trust and feel much more comfortable using local repairers with whom they have established relationships, with trust being the factor that overrides all others, including cost, shiny new premises, coffee machines and loan cars.
According to the AAAA consumer survey results, during the past 12 months; 67 percent of Australian car owners had their car serviced, 52 percent purchased an automotive accessory and 47 percent had their car serviced and purchased an accessory. Accessory purchases were more prevalent among family sedan, 4WD and SUV vehicle owners.
