7:26 am, September 16, 2026
In today’s retail environment, every pound of profit counts.
Used car margins remain under pressure, restocking costs continue to fluctuate, and predicting retail demand is increasingly challenging in a new era of electrification. While sourcing the right stock and pricing it competitively remain critical, the highest-performing dealerships are taking proactive steps to extract more value from every unit sale.
Customers want confidence, convenience and peace of mind when they buy a new or used car, and many are therefore receptive to service packages, protection products, finance, warranties and aftercare products. By looking beyond the metal to create a compelling ownership proposition, retailers can enhance profitability and improve value for the customer.
For over 60 years, Autoglym has set the standard in vehicle care, becoming the leading authority in the field. Since 2004, the company has worked alongside UK retailers to help them create more value from every vehicle they sell through products that provide protection that lasts, season after season.
All of Autoglym’s innovative vehicle protection products, which now includes over 60 in total, are developed, tested and produced at its state-of-the art R&D and manufacturing facilities in Letchworth Garden City. Autoglym’s dealer support, sales training and consumer insight help retailers improve customer satisfaction and strengthen profitability. This commitment continues today through Autoglym’s two-tier CeraFuse vehicle protection offering, which includes its latest ceramic technology, CeraFuse ULTRA.
Autoglym supports retailers and motorists throughout the vehicle ownership journey, encompassing pre-sale preparation and valeting (Professional range) surface protection (LifeShine), and ongoing maintenance and protection (through its retail range). All provide opportunities for retailers to drive margin and enhance value for the customer, harnessing the strength of the Autoglym brand along the way.
Customers already see the value
Vehicle protection has long been viewed as a profit opportunity for dealers, and new data indicates that a clear majority of new and used car buyers want dealers to inform them of exterior protection products and services.
According to new consumer research* commissioned by Autoglym LifeShine, over two-thirds (67%) of car owners say that when they next purchase a new or used vehicle, they would be interested in hearing from the dealer about ‘additional products and services designed to protect the vehicle’s exterior and make cleaning easier’. Just 17% of respondents were ‘not interested’.
The findings underline the value of making upselling an embedded part of the vehicle sales process to boost profit per transaction.
The research also found that 74% of used car buyers would choose a vehicle with paint protection over an identical vehicle without it. Importantly, 59% also said they would be willing to pay more for that protected vehicle – up from 51% when the same question was posed in 2024.
One in three buyers (33%) say they would pay between 5% and 6% more for a used vehicle treated with a professional paint and interior protection system. Based on today’s average UK used car retail price, that’s worth as much as an additional £1,032 per vehicle.
Rather than relying on discounting to win business, the data suggests retailers have the opportunity to differentiate their stock and improve profitability by being seen to add value.
Protection signals quality
The availability of accurate vehicle history has always helped shape purchasing decisions, and the Autoglym LifeShine research found that it makes sense to state if the vehicle has previously had surface protection applied. For example, 80% of buyers believe a previous owner who invested in professional paint protection was more likely to have looked after their vehicle.
Highlighting professional protection reinforces confidence in the vehicle’s condition and strengthens trust in the dealership behind it.
Making protection part of the customer journey
To maximise uptake for value-add products and services, it’s important to introduce key details via digital communications and in-showroom discussions early in the purchase journey, rather than leaving it to the end. Notably, the Autoglym LifeShine research identified that only 11% of customers would prefer to hear about value-add products and services after they’ve completed their vehicle order.
Autoglym provides sales training and marketing solutions to help sales teams outline the features and benefits of professional paint and interior protection early on, and in a way that feels advisory rather than transactional. This ensures customers feel informed rather than sold to, boosting conversion rates. It’s an approach that also promotes wider aftersales conversations around servicing, vehicle care and long-term customer retention.
Delivering a premium handover
Vehicle handover is one of the defining moments in the customer journey, and usually the moment that the customer will remember. Presenting a vehicle with exceptional paintwork and interior finish further validates the customer’s buying decision and creates a lasting positive impression.
The Autoglym Professional range includes premium-grade products that are easy and highly cost-effective to use, helping retailers make the handover experience truly memorable to deliver stronger online reviews, improve loyalty and facilitate referral business.
Profit through value
As margins tighten, dealerships are examining every stage of the sales journey to unlock sustainable profit. Customers increasingly recognise the value of professionally protected vehicles, and many are clearly willing to pay for that added quality and reassurance.
And when it comes to the perceived value of surface protection, Autoglym LifeShine tops the rankings for awareness and trust. The company’s survey of car buyers found that Autoglym LifeShine is the surface protection product most likely to be recommended by those who have purchased a car within the past year. According to the same survey, 19% would recommend Autoglym LifeShine over any of its rivals, compared to 13% for the next nearest competitor.
Autoglym LifeShine also came out on top when respondents were asked: “Which brand do you feel would best deliver on the factors that matter most to you?” These factors included proven protection, long-lasting shine, ease of aftercare, brand reputation, eco-friendly formulation, and dealer recommendation.
Autoglym LifeShine combines trusted vehicle protection with market-leading car care expertise, award-winning professional solutions, and ongoing dealer support to help retailers deliver better customer experiences and stronger commercial outcomes. In a market where every sale counts, that partnership has never been more valuable.
Building trust. Protecting margins. Delivering an ownership experience that customers remember.
- W: https://www.lifeshine.com/become-a-partner
- T: 01462 677766
- E: [email protected]
*Findings taken from a nationwide consumer survey commissioned by Autoglym and conducted by OnePoll in March 2026 amongst 1,000 adults who have bought a car in the last year
Profit Clinic Week is running from September 14-18 on the Car Dealer Magazine website. Check out our dedicated features every day and special podcasts wherever you get your podcasts.