Customers now ‘savvier’

Time 3:51 pm, June 27, 2011

60-days-free-warranty-offer-for-dealersUSED car customers are becoming ‘savvier’ about choosing a warranty by examining exactly what it covers.

RAC Warranty says that recent publicity given to the whole subject of motor warranties and a desire to ensure that cover is as comprehensive as possible means that customers are increasingly taking a critical approach.

Ian Simpson, sales and marketing director, said: ‘In many ways, used car customers have traditionally treated warranties almost as a commodity product. As long as a car had a warranty for a certain period of time, that was enough to provide peace of mind.

‘However, we have seen something of a move away from this in the last couple of years and customers have become savvier. Part of this is because of the publicity given to longer and more comprehensive new car cover, which has increased the profile of motor warranties as a subject.

‘Also, the recession concentrated buyers’ minds on exactly what they were getting for their money. There has been a realisation that not all used car warranties are the same.’

Simpson said that buyers were increasingly looking at the reputation of the warranty supplier and the level of cover offered.

‘This is an area where we are currently scoring highly because of the strength of the RAC name and the effort that has gone into ensuring that the product range we offer is worthy of carrying such a reputable brand.’

James Batchelor's avatar

James – or Batch as he’s known – started at Car Dealer in 2010, first as the work experience boy, eventually becoming editor in 2013. He worked for Auto Express as editor-at-large and was the face of Carbuyer’s YouTube reviews. In 2020, he went freelance and now writes for a number of national titles and contributes regularly to Car Dealer. In October 2021 he became Car Dealer's associate editor.

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