7:52 am, November 18, 2013
MAZDA’S Digital Service Record is helping the company’s cars prove attractive to dealers on the lookout for used stock, according to the firm.
The record allows dealers to maintain a complete service history of Mazda vehicles, and is also a useful tool for building customer loyalty, according to David Wilson-Green, Mazda UK’s aftersales director.
Research shows that cars serviced by a franchised dealer are worth more on the used market than those serviced by an independent garage, meaning that dealers will ultimately pay more for more them.
And more importantly, the DSR is able to prevent mileage manipulation of used cars, helping dealers to avoid ‘clocked’ vehicles.
This is because both franchised and independent repairers are able to log the mileage at each visit throughout a car’s life, allowing Mazda to maintain a complete service history of all its cars.
To help keep customers within the network, Mazda’s 168 UK dealers will also match the price of any like-for-like service offered by an independent garage under its ‘service price promise’ deal.
Mr Wilson-Green said: ‘It not only helps loyalty because customers will return to their local Mazda dealer for servicing, it helps dealers sell new cars because it gives them a valid reason to talk to customers who have missed a service or gone to an independent outlet.
‘It gives dealers really specific information on how to keep their customers. If a customer has been elsewhere for a service, a franchised dealer can speak to the customer to find out why and work to get them back into the network.’
