Fixed Ops Journal - October 2019 - F32
FIXED OPS JOURNAL
FEEDBACK
Trade-in talk in the service drive
remains the exception to the rule
A
service visit gives a dealership an
opportunity to inform the customer of the trade-in value of his or
her vehicle, and to start a conversation that could lead to the purchase of
a new car or truck. But a new survey suggests
that most dealerships aren't taking advantage of that prospect.
From Aug. 23 through 30, DealerRater
polled for Fixed Ops Journal nearly 8,500
consumers who had recently taken their vehicle for service at a franchised new-car
dealership. Asked whether anyone from the
dealership had discussed the trade-in value
of their car or truck during their last service
visit, about one-third of respondents said
yes, while nearly three-fifths said no. The
rest, about 8 percent, said they didn't know
or couldn't remember.
PAGE 32
OCTOBER 2019
Employees of dealerships selling mass-market brands were somewhat more likely to talk
about trade-in value with their service customers - about 35 percent of respondents
said they had - than were their counterparts
at luxury stores (nearly 31 percent).
A separate study last year by Cox Automotive found that 32 percent of consumers -
and 44 percent of millennials - said they
were interested in getting a trade-in value
during a service visit. But the respondents
added that the percentage of service providers who gave them trade-in values was much
lower, Cox said.
Dealers who were surveyed said that 23
percent of such conversations about tradein values led to a follow-up discussion or
completion of a trade-in.
- David Kushma
Value proposition
Q: The last time you took your car or truck
in for service, did anyone from the
dealership discuss the trade-in value of
your vehicle with you?
ALL
MASS-MARKET
LUXURY-BRAND
CUSTOMERS BRAND CUSTOMERS CUSTOMERS
Yes
34%
No
58%
Don't
know
8%
35%
57%
31%
63%
8%
7%
Some totals do not add up to 100% because of rounding.
Source: DealerRater survey of 8,483 consumers who
recently took their vehicle to a franchised new-car dealership
for service, conducted Aug. 23-30.
https://quorumdms.com/
Fixed Ops Journal - October 2019
Table of Contents for the Digital Edition of Fixed Ops Journal - October 2019
Contents
Fixed Ops Journal - October 2019 - Intro
Fixed Ops Journal - October 2019 - F1
Fixed Ops Journal - October 2019 - F2
Fixed Ops Journal - October 2019 - Contents
Fixed Ops Journal - October 2019 - F4
Fixed Ops Journal - October 2019 - F5
Fixed Ops Journal - October 2019 - F6
Fixed Ops Journal - October 2019 - F7
Fixed Ops Journal - October 2019 - F8
Fixed Ops Journal - October 2019 - F9
Fixed Ops Journal - October 2019 - F10
Fixed Ops Journal - October 2019 - F11
Fixed Ops Journal - October 2019 - F12
Fixed Ops Journal - October 2019 - F13
Fixed Ops Journal - October 2019 - F14
Fixed Ops Journal - October 2019 - F15
Fixed Ops Journal - October 2019 - F16
Fixed Ops Journal - October 2019 - F17
Fixed Ops Journal - October 2019 - F18
Fixed Ops Journal - October 2019 - F19
Fixed Ops Journal - October 2019 - F20
Fixed Ops Journal - October 2019 - F21
Fixed Ops Journal - October 2019 - F22
Fixed Ops Journal - October 2019 - F23
Fixed Ops Journal - October 2019 - F24
Fixed Ops Journal - October 2019 - F25
Fixed Ops Journal - October 2019 - F26
Fixed Ops Journal - October 2019 - F27
Fixed Ops Journal - October 2019 - F28
Fixed Ops Journal - October 2019 - F29
Fixed Ops Journal - October 2019 - F30
Fixed Ops Journal - October 2019 - F31
Fixed Ops Journal - October 2019 - F32
Fixed Ops Journal - October 2019 - F33
Fixed Ops Journal - October 2019 - F34
Fixed Ops Journal - October 2019 - F35
Fixed Ops Journal - October 2019 - F36
Fixed Ops Journal - October 2019 - F37
Fixed Ops Journal - October 2019 - F38
Fixed Ops Journal - October 2019 - F39
Fixed Ops Journal - October 2019 - F40
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