Fixed Ops Journal - June 2020 - F13

FIXED OPS JOURNAL

FEEDBACK

Germ-free cars are nice,
but nothing tops low price

W

hen states across the
country issued stay-athome orders during the
coronavirus pandemic,
most service customers parked their
cars and put off needed repair work
even though many dealership service
lanes were considered an essential
service and therefore stayed open.
Now that many states are slowly reopening, will service customers begin booking appointments at their
dealerships?
Customer surveys during the pandemic showed some reluctance on
the part of consumers to reengage
with advisers and techs on the service drive. Some worried about how
clean their vehicle would be after the
repair work was completed, and oth-

ers expressed a desire to avoid faceto-face interactions.
In mid-May, Fixed Ops Journal
asked DealerRater to poll service
customers on what their most important considerations would be
when they now take their vehicles in
for repairs at their dealership.
Half of the nearly 12,000 respondents said price still matters most
when deciding where to take their
vehicles for service.
Location came in second for both
mass-market and luxury-brand customers.
Being sure their vehicle will be sanitized and that there would not be
face-to-face interaction finished at
the bottom of the poll for both customer segments. 

Service matters

Q: When you take your car in for service, what will be
your most important consideration?
All customers
Good price ......................................50%
Convenient location .........................33%
Car will be sanitized after service .....14%
No face-to-face contact ......................2%
Mass-market customers
Good price ......................................52%
Convenient location .........................32%
Car will be sanitized after service .....14%
No face-to-face contact ......................2%
Luxury-market customers
Good price ......................................43%
Convenient location .........................35%
Car will be sanitized after service .....19%
No face-to-face contact ......................3%
Source: DealerRater survey of 11,656 consumers who visit new-vehicle
dealerships, conducted May 15-19

JUNE 2020

PAGE 13



Fixed Ops Journal - June 2020

Table of Contents for the Digital Edition of Fixed Ops Journal - June 2020

Contents
Fixed Ops Journal - June 2020 - F1
Fixed Ops Journal - June 2020 - F2
Fixed Ops Journal - June 2020 - Contents
Fixed Ops Journal - June 2020 - F4
Fixed Ops Journal - June 2020 - F5
Fixed Ops Journal - June 2020 - F6
Fixed Ops Journal - June 2020 - F7
Fixed Ops Journal - June 2020 - F8
Fixed Ops Journal - June 2020 - F9
Fixed Ops Journal - June 2020 - F10
Fixed Ops Journal - June 2020 - F11
Fixed Ops Journal - June 2020 - F12
Fixed Ops Journal - June 2020 - F13
Fixed Ops Journal - June 2020 - F14
Fixed Ops Journal - June 2020 - F15
Fixed Ops Journal - June 2020 - F16
Fixed Ops Journal - June 2020 - F17
Fixed Ops Journal - June 2020 - F18
Fixed Ops Journal - June 2020 - F19
Fixed Ops Journal - June 2020 - F20
Fixed Ops Journal - June 2020 - F21
Fixed Ops Journal - June 2020 - F22
Fixed Ops Journal - June 2020 - F23
Fixed Ops Journal - June 2020 - F24
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