The option of carmaker branding has been built into ClaimWatch, the internet-based service that enables bodyshops, work providers and customers to track the status of individual vehicle repairs online.

A generic car model is displayed on the standard personal tracking pages, but when a bodyshop opts for VM branding, the system automatically loads an image of the specific vehicle type. ClaimWatch says subtle brand reinforcement is a valuable marketing tool for carmakers and helps customers feel more comfortable when tracking repairs online.

“This is an opportunity for VMs hoping to gain better representation in the accident repair market,” says Steve Wheele of ClaimWatch. “We understand the importance of branding and are able to translate that into a package that enhances the repair process for everyone.”

One of the first bodyshops to take up the branding option is M&A Coachworks, a London operation with full Jaguar Centre of Excellence status. Managing director Dean Dionisiou says feedback has been very positive. “Jaguar customers are, by definition, discerning and enjoy this additional association with the marque,” he says.