9:49 am, March 10, 2015
A MAJOR consumer launch for the RAC BuySure used car programme is set to provide a boost to the RAC Approved Dealer Network.
Set to take place in mid-April, it will use the marketing strength of the RAC brand through channels such as advertising, public relations, direct mail and e-marketing to RAC members and more.
RAC head of dealer propositions, Mario Dolcezza, said: ‘By the end of April, we expect consumer awareness of RAC BuySure to have increased dramatically thanks to the extensive marketing campaign that will be taking place, which will be reflected in customer footfall at the dealer.
‘This will obviously hugely benefit the existing RAC Approved Network dealers who are authorised to take part in the RAC BuySure programme. However, we are also seeking to expand the Approved Network to take advantage of increased demand.’
The RAC is now aiming for genuine national coverage for the Approved Network, which was first launched a year ago and has since been undergoing a successful, extended trial.
Dolcezza said: ‘Our strategy with the Approved Dealer Network has always been to recruit the right dealers rather than aim for quantity. We only want those who share the RAC’s commitment to customer service.
‘We are inviting applications from committed, high-quality dealers who believe they can meet our standards and therefore become part of the programme.’
RAC BuySure has been developed specifically to provide used car customers with a nationwide approved used car scheme that sets very high standards and is open to all kinds of dealers including car supermarkets, independents and franchises.
The initiative sees dealers commit to an 82-point RAC approved preparation standard on every vehicle, a car data check, and a minimum of three months of RAC warranty cover. In support of this, the RAC will provide three months’ RAC Roadside breakdown cover and enrolment for the customer in to RAC Accident Care at no extra cost.
MORE: Order books open for the new Mazda MX-5
MORE: Green credentials becoming more important for car buyers
MORE: Employers urged to increase apprentices’ pay
