More than one in three European car owners never hear from their dealer post-sale
In what is believed to be one of the largest studies of automotive aftersales with over 9000 car buyers surveyed, a new report reveals that automotive retailers across Europe are ignoring lucrative aftersales opportunities – over 1/3 of car owners never hear from their dealer again post-sale.
CDK Global a provider in automotive dealership software used in over 30,000 retail locations across the world has released A Consumer Focus on the Global Automotive Aftersales report The report also revealed several areas where dealers can do more to make the most of post-sale revenue opportunities. The statistics revealed that:
- 35% of car buyers never hear from their car dealership again once the car is sold
- 10% of the information received by owners from dealers is irrelevant
- 43% of owners do not return to the point of sale to get their car serviced
- Less than 6% of dealers are using digital channels (social media and/or apps) to communicate to their customers
The report revealed four key themes across Europe that dealers need to pay attention to if they are going to make the most of the aftersales market. The four themes are:
- After the deal is done, customers are forgotten
- Digital as a channel should be commonplace
- Brand name is still king for sales, but not when it comes to maintenance
- Overall, people were very satisfied with their aftersales service, but there is still room for improvement
“We have felt for some time that automotive retailers are not realising the full potential of the aftersales market, especially across Europe. To explore this more, and to give us and global dealerships insight into the aftersales market, we commissioned a survey to dig deeper into buyer trends in Europe as well as in China and the UAE,” said Neil Packham, President of CDK Global International.
“This is part of our ongoing strategy to connect the automotive market, helping retailers take advantage of technological innovation, deep consumer insight and intelligence around future trends, in order to help them continue to thrive in a rapidly shifting and highly competitive marketplace.”
The survey was commissioned by CDK Global and conducted by Syno International in August and September 2019. It was conducted across nine countries – United Kingdom, Ireland, Denmark, Germany, the Netherlands, Italy, Spain, China and the United Arab Emirates. 9,107 people were surveyed in total. Target groups were aged 18-80, both male and female, and the survey was conducted online using panels.