January 16th, 2024, Janice Fernandes
Recent YouGov surveys have unveiled key insights into the factors influencing consumers when purchasing a new car, shedding light on their attitudes towards tech features, car warranties and resale value. However, what about after-sales services? A recent YouGov survey delves into this aspect to understand the post-purchase preferences of consumers.
Complimentary services, such as car washes and tire rotations, stand out as the most universally appreciated after-sales offering, with 61% of all respondents expressing a desire for these perks. This trend is particularly notable in the 45-64 age group, where 66% value complimentary services, closely followed by the 65+ demographic at 65%. Conversely, the 18-29 age group exhibits a significantly lower preference for these services (39%), hinting at a potential shift in priorities among younger consumers.
Parallel to complimentary services, regular maintenance and servicing also garners a 61% overall preference. Once again, the 45-64 age group leads with 66%, while the 30-44 age group expresses a slightly lower preference at 56%. Roughly half of 18-29-year-old car owners most value regular maintenance and servicing and quick and efficient repairs (51% each) the most.
Loaner or rental cars during service emerge as a desirable after-sales service for 59% of respondents, with a notable age-related contrast. While only 35% of the 18-29 age group expresses a preference for this service, the percentage almost doubles in the 65+ age group (69%).
The importance of 24/7 roadside assistance is emphasized by 50% of all respondents, with relatively consistent preferences across age groups ranging from 45% to 52%. Meanwhile, roughly two-fifths of overall respondents value online appointment scheduling (39%), but 30-44-year-old car owners are 8 percentage points more likely to want this after-sales service (47%), the highest of all age groups.
Extended warranty options hold appeal for 37% of respondents, with a slight increase in the 45-64 age group at 41%. Interestingly, this age group doesn’t prioritize accessible customer support (28%), compared to 33% of all respondents and consumers of other ages.
Service reminder notifications are valued by 33% of respondents, with a slightly higher preference among the 65+ age group (36%). Additionally, customer loyalty programs are appealing to 29% of respondents, with the highest preference observed in the 30-44 age group (35%), while the youngest and oldest car owners are not particularly looking out for this service feature (24% each).
Dealerships play a crucial role in shaping the overall ownership experience. Understanding these preferences is essential for dealerships aiming to tailor their after-sales services to meet the evolving expectations of consumers across different age groups.
Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 20 million+ members. Speak with us today.
Methodology: YouGov polled 1,000 US adults who are car owners on January 5, 2024. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, race, political affiliation, education level and region. Learn more about YouGov Surveys: Self-serve.
Image: Getty Images