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The recent NFDA Consumer Attitude Survey revealed that more people are using franchise dealerships for aftersales than six months ago. Currently, 35% of people use franchise dealers for their aftersales compared to 30% of people using independent garages.
The Consumer Attitude Survey was commissioned by the National Franchised Dealers Association (NFDA), which represents franchised car and commercial vehicle retailers across the UK, and executed by Public Knowledge, a leading market research agency. The survey polled 1,000 consumers across the UK in a 15 minute online survey. Public Knowledge considers the results statistically significant with a confidence level of over 99%. The main objectives of the survey were to explore current consumer perceptions of franchised dealers and their competitors as well as understand consumer aftersales behaviour.
Over the past six months there has been a 2% increase in the number of people using franchised dealers for aftersales compared to a 3% decrease for independent garages. That figure increases when analysing consumers who have had their car serviced in the past six months. Of those people who have had their car serviced in the past six months the number of consumers who are using aftersales jumps from 42% in January to 48% today. What this demonstrates is that when a consumer uses a franchised dealer for aftersales they are more likely to continue doing so in the future.
The survey has demonstrated that consumers are pleased with the quality of aftersales at franchised dealers. The increase in the number of consumers using franchised dealerships demonstrates that service plans and good customer service have led to greater customer numbers. Our members will continue to improve their aftersales offering and guarantee that the franchised dealers are always seen as the best place for aftersales.