Retailers could be missing out on an average of £160 in additional work each time a car goes for an MoT, according to new Fiat research.

The company is re-running its MoT Plus promotion over the next three months to help dealers build customer loyalty and increase profit from MoTs.

Until April, any Fiat car passing its MoT at a participating Fiat dealership will automatically get its owner entered in a prize draw to win a new Stilo.

“March 2005 is now a peak month for MoTs as it is the three-year anniversary of the change in registration month from August,” says Andy Hayward, Fiat Auto (UK) parts marketing manager.

“I am sure that Fiat customers will really appreciate the opportunity to win a new Stilo simply by having an MoT carried out at a Fiat dealership.”

The campaign, which ran from July to September last year, will cost dealers £49 and includes all marketing materials, although Fiat is urging them to take out local press ads to boost profile. “We expect it to be even more successful than last year,” Hayward adds.