Survey shows brand plays part in almost three-quarters of used car purchases from RAC Dealer Network, which partners with Assurant in the automotive sector 

News Release

Brand played a part in almost three quarters of used car purchases from retailers who are part of the RAC Dealer Network, according to new research. 

When asked about the importance of the RAC name in their buying decision, 17.8% of 1,274 used car buyers questioned said it was the “main reason” they chose the supplying dealer while 54.8% described it as having “some impact.” 

Meanwhile, in a separate survey, 5,445 people who bought a used car from the RAC Dealer Network were asked whether they would recommend the experience. Using the widely-respected Net Promoter Score (NPS) measurement, designed to gauge overall customer satisfaction, the result was +72.6. 

NPS is used by major organisations across the world and is intended to accurately measure the loyalty that exists between a company and its customers on a scale of -100 to +100. Any score above +50 is seen as excellent. 

Sean Kent, head of account management at Assurant, the Fortune 500 company which partners with the RAC in this sector, said that the results were very pleasing. 

“Working side by side, Assurant and the RAC have gradually developed a customer proposition over several years that is designed to lead the used car sector and the feedback seen here shows that we are very much achieving that aim. 

“The survey results also illustrate how the RAC name can impact on customer perceptions. This is one of the most trusted motoring brands in the UK and has significant commercial value, as our dealers will testify.” 

Assurant plans to add around 200 new members to the RAC Dealer Network in 2019, reaching a total of 1,550. The increase comes in addition to a recruitment drive in 2018 that saw the network increase in size from 1,200 to its present 1,360 dealers. 

Sean said: “Our growth and success has been built on getting the basics right. In addition to the benefits of RAC branding, we offer comprehensive products backed up with high quality training and excellent systems, all of which show an expert knowledge of the needs of used car dealers and buyers. 

“We are always keen to talk to dealers who share our passion for delivering an outstanding customer experience and are interested in becoming part of the network.” 

To find out more how becoming part of the RAC Dealer Network can benefit you and your customers, click here.