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More than 70 per cent of car buyers say RAC brand first attracted them to a dealership

5 years ago

THE results of a new survey have revealed that almost three-quarters (73 per cent) of used car buyers who purchased a car from a member of the RAC Approved Dealer Network said it was the brand logo that first attracted them to the dealership.

The survey quizzed almost 1,000 customers who bought a car during 2015, a year in which the network grew by 129 per cent to more than 200 dealerships across the country, and found that buyers were more likely to buy a car from a dealer backed by the familiar, trustworthy brand, over one that wasn’t.

Mario Dolcezza, head of dealer propositions at the RAC, said: ‘Consumers rightly recognise that the RAC would only attach its name to dealers who meet the very highest standards, so being authorised to use the brand creates a very high level of consumer confidence.

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‘Our research indicates that members of the RAC Approved Network enjoy higher footfall and attract customers from further afield. All of this is very much thanks to the power of the brand. It allows dealers to very effectively differentiate themselves from their competitors.’

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Car Dealer Magazine

Car Dealer has been covering the motor trade since 2008 as both a print and digital publication. In 2020 the title went fully digital and now provides daily motoring updates on this website for the car industry. A digital magazine is published once a month.

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