Fixed Ops Magazine - 2022 Vol19 04 - 43

makes it challenging to get exact
numbers on retention rates of used
cars sold at franchise locations.
THE MOST
SIGNIFICANT OPPORTUNITY
FOR GROWTH
The following is a typical illustration
of a used car department being the
most significant opportunity for growth to offset a
dealership's slumping new vehicle inventory issues: A
Ford store sells a used 2020 Toyota Camry. How often
does that Camry (non-OEM) customer utilize the selling
dealership's service department for oil changes,
replacement tires, wipers, etc? Our estimate of the
user retention rate nationally is less than 5%.
warranty products
can increase service
retention and help
offset the decline of
service customers
regardless of make, model, year, or
mileage. By offering the preload as
a warranty, you can dictate where
the consumer can go for the battery
replacement, i.e., your dealership.
This why-buy-here is not only a differentiator
for your location. It will
also drive those non-OEM used units
back to your dealership. This newly
created opportunity allows the Service
Advisors to upsell other maintenance items like
new tires, and filters, etc. These additional service customers
equal increased labor hours.
PRELOADS AS A SOLUTION TO
ENCOURAGE RETENTION
In an effort to increase service retention, one potential
solution is to offer a lifetime battery warranty. All
used vehicles get one year of battery replacement
SERVICE ADVISOR OPPORTUNITIES FOR
FUTURE RETENTION
Both customer-pay and warranty battery customers
are offered a lifetime battery warranty on all new battery
installs. The lifetime battery warranty is compatible
with the brand of battery your specific dealership
sells. With retail price points from $99-$150 for the lifetime
battery warranty, you will see customer-take rates
averaging between 50% and 90%. This increases future
JULY AUGUST 2022 || FIXED OPS MAGAZINE
43

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Fixed Ops Magazine - 2022 Vol19 04

Table of Contents for the Digital Edition of Fixed Ops Magazine - 2022 Vol19 04

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