Fixed Ops Journal - October 2021 - F8

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FEEDBACK
Customers stay close to home for repairs
T
he convenience of a body shop close to home was
the top reason consumers gave when asked why
they chose a collision center. It was one of the few factors
luxury and mass-market consumers agreed on -
but just barely.
Proximity was the main reason favored by nearly 1 in 4
mass-market respondents, while 1 in 5 luxury consumers
made it their top choice, according to an August DealerRater
survey conducted for Fixed Ops Journal. For luxury-brand
consumers, having a body shop affi liated with a franchised
dealership also ranked high, while that feature was much
less critical to mass-market respondents.
Warranties provided by body shops appealed to the second-biggest
group of mass-market consumers. For that group,
online reviews and word-of-mouth were the next biggest draws.
About 18 percent of luxury consumers cited the certifi cation
of technicians as the most appealing aspect of a collision
center. Th ey were less likely to be pulled in by online reviews
and warranties.
An estimate of the cost of a collision repair and an insurance
company's recommendation fi nished at the bottom of
the list for both consumer groups. 
PAGE 8 OCTOBER 2021
Convenience counts
Q: When considering which body shop to
have your car repaired at, what is the most
important factor in your decision? Figures
indicate percentage of consumers who
cited that factor as their main reason.
ALL CONSUMERS
Proximity to home or offi ce
Online reviews/word-of-mouth
Provides warranty for work
Affi liated with franchised dealership
Has the proper certifi cations
Gives estimated price of work
Recommendation of insurance company
MASSMARKET
LUXURY
22.61 23.34 19.89
16.31 16.6 14.57
16.29 16.77 14.46
14.92 13.77 19.82
14.9 14.01 18.31
8.03
6.95
8.18 7.35
7.33
5.5
Source: DealerRater survey conducted Aug. 17-23 of 14,866 consumers who visited new-vehicle
dealerships

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Fixed Ops Journal - October 2021

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