In a new phase of its 'Dealer or No Dealer' marketing campaign, aftermarket firm Halfords claims motorists are wrongly told to use franchised dealerships to maintain their warranty.
In the autumn Halfords picked a fight with franchised dealer networks by claiming drivers are paying "over the odds" for service and repairs.
Now, following a survey by Opinium, it says too many motorists wrongly believe they must use a dealership to protect their car's warranty.
In total 54% of the motorists surveyed claimed they had been told that they must get their vehicle serviced at the brand's dealerships to protect their warranty, when by law they are entitled to select any workshop that can meet the vehicle manufacturer's specific service requirements and use matching quality parts.
Almost one in five drivers whose vehicles are no longer under warranty believe they are obliged to use dealerships for servicing.
Halfords is on a charge to win market share in the vehicle maintenance sector following its acquisitions of Universal Tyre and Autocare, National Tyres and Autocare and Lodge Tyre, and it now has 650 workshops, almost 1,800 'service locations' (including its mobile service vans) and an average customer drive time of 20 minutes.
In the latest phase of the 'Dealer or No Dealer' campaign, Halfords is targeting the 6.8 million drivers whose vehicles are out of warranty but who still use dealerships for servicing.
It claims cost-conscious motorists could save almost £400 million if they stopped using dealerships for servicing once their warranty has expired.
“People have every right to use a dealer for servicing if they wish, but it’s important they do so out of choice, not because they believe they are under an obligation,” said Graham Stapleton, chief executive of Halfords. “Our research shows there is a great deal of confusion, and it likely starts with what people are told on the forecourt.
“Halfords will always offer a high quality service by fully qualified technicians at a great price. The average saving versus dealerships is often very significant and our garages are often much more convenient. My message to motorists is simple. Whatever you drive, whether it’s a Ford or a Ferrari, you have a choice about where you get your vehicle serviced. Dealer, or No Dealer.”
Sue Robinson, chief executive of the National Franchised Dealers Association (NFDA), said: "Choosing to bring your vehicle to a franchised dealer for service or repairs offers a range of advantages. Franchised dealers offer exceptional levels of professionalism and customer service, dedicated to ensuring a seamless and hassle-free experience throughout the entire process.
“As the automotive landscape shifts towards electrification, modern vehicles are equipped with complex technology and safety measures which franchised dealers are well prepared for with highly skilled technicians guaranteeing service that adheres to manufacturer standards, using readily available parts on the shelf.”
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An award-winning journalist and editor, with two decades of experience covering the motor retail industry, and accredited by the Institute of Leadership and Management (ILM) plus the National Council for the Training of Journalist (NCTJ)
As editor of AM since 2016, Tim is responsible for its media content, planning and production across AM's multiple channels, including the website, digital reports, webinars, social media and the editorial content of AM's events, Automotive Management Live and the AM Awards. His focus is on interviewing senior leaders of franchised dealer groups and motor manufacturer national sales companies to examine latest developments in UK motor retail.
select01 - 21/12/2023 13:54
Considering the points raised in Halfords' 'Dealer or No Dealer' campaign, I believe that the National Franchised Dealers Association (NFDA) needs to convey a clear and convincing message to all motorists. As an example: “As the automotive landscape evolves with a shift towards electrification and advanced technology, it is more important than ever to entrust your vehicle to those who understand it best. The manufacturer approved and franchised dealer network is at the forefront of this evolution, with highly skilled technicians who are extensively trained in the latest vehicle technology and safety systems. They are uniquely equipped to provide service that adheres to the rigorous standards set by vehicle manufacturers, ensuring that your vehicle's complex technology is handled with expertise. They maintain a comprehensive inventory of genuine parts, ensuring that they are always ready to meet your vehicle's specific needs. We respect the right of every vehicle owner to choose their service provider. Their commitment extends beyond competitive pricing; we focus on delivering unmatched value through superior quality service, genuine parts, whilst preserving the integrity of the vehicle's warranty. They are dedicated to transparency, educating customers about their servicing options, and dispelling any misconceptions. Their reputation is built on trust, customer satisfaction, and an in-depth understanding of both traditional and modern vehicles. Experience the peace of mind and comprehensive care that come with their services, tailored to meet the evolving demands of your vehicle in this age of electrification and technological advancement”.