DAYTONA BEACH, Fla., Aug. 25, 2015 /PRNewswire/ -- New research from DMEautomotive analyzes the factors influencing the decrease in the number of consumers who adhere to manufacturer's recommended service intervals for their vehicles. The study of over 8,000 respondents from 2011 to 2014 revealed that the number of consumers who indicate that they regularly follow manufacturers' recommendations has dropped by 15.6%.
With a 4.2 day increase in the service interval from 2013 to 2014, this data reveals a trend of Americans paying less attention to manufacturers' service schedules and servicing their vehicles less frequently.
The DMEa "2015 Service Excellence" study pinpoints several potential contributors to this drop, including the increasing age of vehicles on the road, level of awareness of recommended oil change intervals, and consumer indifference.
"Parts and service profit represents a large piece of dealership profit. In fact, 2014 NADA data shows, on average, that it eclipses new and used vehicle sales profit. That's why we continuously track exactly which service customers are being lost by the dealership, and why they're straying," said Mary Sheridan, PhD, Manager of DMEautomotive's Research and Analytics. "This data represents yet another call to arms for dealers to communicate rigorously with their customers, rather than relying on recommended service intervals to retain their customer's service business. A comprehensive in-store service experience that considers customers' needs is a much better strategy for building positive, lasting and more profitable relationships with those customers."
- 23% of consumers surveyed say they are unaware of the manufacturer's recommended oil change interval, a key target for dealership marketing: of the 77% who do know the manufacturer's recommended oil change interval, 18% chose to ignore it, often delaying service.
- Approximately a third of consumers who do not follow manufacturer's recommendations feel service at the recommended frequency is not necessary.
DMEautomotive (DMEa), a Solera Holdings Inc. company, is the industry leader in science-based, results-driven automotive marketing, and provides turnkey marketing to the largest and most innovative automotive organizations, from automobile dealerships to many of the largest aftermarket companies in the U.S. DMEa's uniquely panoramic view of the complete automotive sales and service market, combined with its cutting-edge, science-based marketing programs, increases customer yield, conversion and retention. Joined with Solera's network of global companies dedicated to innovation, DMEautomotive's mission to increase customer engagement for automotive customers is further strengthened.
Supported by DMEa's proprietary, cloud-based Red Rocket Technology Platform, the DMEa product suite includes science-based, data driven, multi-channel customer acquisition and retention marketing programs; best-in-class campaign reporting; data management and analytics; auto-focused Customer Interaction Center solutions, and complete on-site mail and email fulfillment services. Headquartered in Daytona Beach, Florida, DMEa also has major operations in Jacksonville, Florida
Solera is a leading provider of risk and asset management software and services to the automotive and property marketplace, including the global P&C insurance industry. Solera is active in over 75 countries across six continents. The Solera companies include: Audatex in the United States, Canada, and in more than 45 additional countries; HPI, CarweB and CAP Automotive in the United Kingdom; Informex in Belgium and Greece; Sidexa in France; ABZ and Market Scan in the Netherlands; Hollander serving the North American recycling market; AUTOonline providing salvage disposition in a number of European and Latin American countries; IMS providing medical review services; Explore providing data and analytics to United States property and casualty insurers; Service Repair Solutions, a joint venture with Welsh, Carson, Anderson & Stowe, that provides solutions for the service, maintenance and repair market; and I&S, a provider of software and business management tools, third-party claims administration, first notice of loss and network management services to the U.S. auto and property repair industries, specializing in glass claims. For more information, please refer to Solera's website at http://www.solerainc.com.