Fixed Ops Journal - April 2021 - F15

FIXED OPS JOURNAL

FEEDBACK
Service adviser's
recommendation
carries most weight

Golden word

Q: When your vehicle is at a dealership and
needs a replacement part, what is the primary
driver of your choice?

O

ALL
CUSTOMERS

ne factor stands out when it comes
to customers choosing replacement
parts at franchised dealerships.
About half of consumers polled by DealerRater on behalf of Fixed Ops Journal in February said the recommendation of the service adviser or technician outweighs all other factors.
The automaker's brand was the next-biggest
impetus, followed closely by price. Owners of
luxury cars were more likely to be swayed by
automaker parts than owners of mass-market
brands. Not surprisingly, mass-market customers were more influenced by price than
their luxury counterparts.
The performance claims surrounding a part
and in-dealership marketing displays made
little dent in consumer considerations. 

Recommendation from
adviser/technician
49%
Automaker-branded part 23%
Lowest price
20%
Performance claim
7%
In-department display
1%

MASSMARKET

49%
22%
21%
7%
1%

LUXURY

51%
25%
16%
7%
1%

Source: DealerRater survey conducted Feb. 9-15 of 10,682
consumers who visit new-vehicle dealerships

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BUSINESS INSIGHT

C U S TO M I Z E D T R A I N I N G

APRIL 2021

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4/1/21 12:13 PM


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Fixed Ops Journal - April 2021

Table of Contents for the Digital Edition of Fixed Ops Journal - April 2021

Contents
Fixed Ops Journal - April 2021 - Intro
Fixed Ops Journal - April 2021 - F1
Fixed Ops Journal - April 2021 - F2
Fixed Ops Journal - April 2021 - Contents
Fixed Ops Journal - April 2021 - F4
Fixed Ops Journal - April 2021 - F5
Fixed Ops Journal - April 2021 - F6
Fixed Ops Journal - April 2021 - F7
Fixed Ops Journal - April 2021 - F8
Fixed Ops Journal - April 2021 - F9
Fixed Ops Journal - April 2021 - F10
Fixed Ops Journal - April 2021 - F11
Fixed Ops Journal - April 2021 - F12
Fixed Ops Journal - April 2021 - F13
Fixed Ops Journal - April 2021 - F14
Fixed Ops Journal - April 2021 - F15
Fixed Ops Journal - April 2021 - F16
Fixed Ops Journal - April 2021 - F17
Fixed Ops Journal - April 2021 - F18
Fixed Ops Journal - April 2021 - F19
Fixed Ops Journal - April 2021 - F20
Fixed Ops Journal - April 2021 - F21
Fixed Ops Journal - April 2021 - F22
Fixed Ops Journal - April 2021 - F23
Fixed Ops Journal - April 2021 - F24
Fixed Ops Journal - April 2021 - F25
Fixed Ops Journal - April 2021 - F26
Fixed Ops Journal - April 2021 - F27
Fixed Ops Journal - April 2021 - F28
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