Demand for longer and more comprehensive dealer used car warranties is likely to increase as the cost of living crisis escalates, says the RAC Dealer Network.
Sean Kent, European Director of Automotive for Assurant, which partners with the RAC in the warranty and aftersales market, explained that warranties were to some extent, an economically countercyclical product.
He said: “In periods of financial difficulty, we often see demand increase for longer and more comprehensive dealer warranties over and above the standard cover provided as part of the used car purchase. This may sound counterintuitive but actually makes perfect sense - at times when people do not have lump sums to spend on repairs, they can see the value in warranty cover more easily.
“What this means, we believe, is that dealers should pay more attention to their warranty proposition as we enter the second half of 2022, ensuring that they have the right products and infrastructure in place to satisfy what is likely to be a growing customer need as the cost of living continues to rise over the coming months.
“This will enable dealers to increase customer satisfaction and also help them to maximise the revenue from each vehicle by offering a higher level of protection for car buyers at a time when it is very much needed.”
Sean said that the RAC Dealer Network was already working with its 1,200-plus dealers on ways in which they could meet potentially higher demand for warranties over the coming months.
“We have a highly developed process that helps dealers construct a strategy to ensure that they have the right standard and upgraded warranties in place, that staff are suitably trained, that suitable infrastructure is created and that materials are available to show customers exactly what they will be getting from each product.
“Each of these elements can be adopted quite quickly. For example, we offer online training modules that last an hour and have a proven impact on sales. This is a productive use of time for dealer employees and much can be achieved just by covering the key fundamentals of warranty best practice."
Sean added that the presence of warranties in the digital sphere was also likely to become more important as the cost of living crisis progressed.
“Modern car buying means that the first time most consumers will see a vehicle is online and they will probably spend some time looking at elements of the sale such as finance options. The warranty is also part of that process. Being able to offer the desired level of protection is likely to become an increasingly important factor of the sale and we are able to support retailers with relevant tools such as digital assets.”
Press office contacts and interviewee availability
RAC press office: [email protected]
ISDN/Skype/FaceTime or conventional phone interviews are available with RAC spokespeople.
About the RAC
The RAC, an iconic UK brand, provides complete peace of mind to 13 million UK private and business drivers, whatever their motoring needs. As well as its premium nationwide breakdown assistance service – with an expert branded patrol workforce attending more than two million breakdowns every year – it offers a wide range of market-leading products across insurance, legal services, vehicle inspections and service, maintenance and repair. The RAC is also at the forefront in helping drivers make the switch to electric vehicles and leads in the development of new solutions for businesses and OEMs, partnering with the best in the motoring and mobility space.
Assurant, Inc. (NYSE: AIZ) is a leading global business services company that supports, protects and connects major consumer purchases. A Fortune 500company with a presence in 21 countries, Assurant supports the advancement of the connected world by partnering with the world’s leading brands to develop innovative solutions and to deliver an enhanced customer experience through mobile device solutions, extended service contracts, vehicle protection services, renters insurance, lender-placed insurance products and other specialty products.
For press enquiries please contact:
Simon Wells at Paperchase PR on 07768 912430
or e-mail [email protected]