Fixed Ops Magazine - 2023 Vol 20 02 - 33

existing base and new customers of ICE (internal
combustion engine) vehicles and also cater to the
different needs of EV and hybrid owners.
3. Digital Marketing Demand Increases
As mentioned, more customers begin their vehicle
and service center searches online. Rather than visiting
and negotiating at several locations in person,
potential consumers more often choose to virtually
connect with several options, get quotes, and
choose where they want to take their business before
leaving their homes.
In a study conducted by Google, about 95% of car
buyers begin looking for a new vehicle online, and
most people turn to search engines when they need
car maintenance.
Consumers don't always plan ahead. Google also reports
that more than 40% of auto service shoppers
need reactive versus routine maintenance. When a
customer has car trouble and searches online about
it, they expect relevant results quickly. Delivering
a pertinent ad to those specific audiences-in the
channel the customer prefers-is the most effective
way service providers can optimize their digital marketing
resources.
Because of heightened competition in dealer operations,
relying on only traditional marketing strategies
to sell and service more vehicles would be foolish.
That's why dealerships and service centers are expanding
their online strategies, including new website
development, search engine optimization (SEO),
social media marketing, content marketing, and target
marketing.
4. Service Operations Volume Grows
As people face rising interest rates, high prices, and
a potential recession, more consumers are keeping
their cars longer or considering buying used vehicles.
In the U.S., the average age of light vehicles
reached an all-time high in 2022. Up to an average
age of 12.1 years, this trend will continue upwards
due to automotive technological advancements and
as affordability issues persist.
So, while car owners may not plan on spending more
on vehicle maintenance, by keeping their vehicles
longer they will likely have little choice but to pay for
repairs. The combination of rising average age of vehicles
and the increasing number of older cars on the
road will drive demand for auto services and products,
whether services are planned or not. Dealerships and
service centers should plan to accommodate this by
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Fixed Ops Magazine - 2023 Vol 20 02

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