A NEW online platform being launched next month will provide the 1,100 strong RAC Dealer Network with comprehensive strategic sales and marketing support.
Called ‘The Engine’, it is designed to help them make the most of the strength of the RAC brand. Features include extensive marketing collateral, live chat, monthly e-mails, quarterly newsletters, social media tools and essential reporting facilities.
Sean Kent, director, corporate and independent dealers at The Warranty Group, the RAC’s partner in the dealer sector, said: ‘The Engine represents a considerable investment for us and is designed to provide a central platform for all our dealers, delivering regular and engaging content to help them use the RAC brand to build their business performance.
‘A key aspect will be creating a community where our dealers can swap ideas and best practice, as well as looking to the RAC for help and advice. It’s a very exciting development.’
There are three levels of dealer with the RAC Dealer Network. The entry-level simply sell RAC Warranty products. The second, RAC Dealers, supply a minimum mandatory three months of warranty and 12 months of breakdown cover. The highest, RAC Approved Dealers, have exclusive agreements to take part in the RAC BuySure initiative.
Kent said that he expected RAC Approved Dealers to make especially productive use of The Engine thanks to the rapidly growing profile of RAC BuySure.
He explained: ‘The RAC Approved Dealer Network is now larger than many manufacturer used car programmes and we expect it to increase to 370 dealers and sell 35,000 cars in total by the end of this year.
‘We have spent the last four years building the RAC Approved Dealer Network in a slow and deliberate manner, putting the accent on recruiting the best dealers, delivering quality and ensuring that our proposition is absolutely right for used car buyers.
‘Today, we believe that all of the key elements are absolutely right. Certainly, the RAC BuySure used car proposition, which is the most comprehensive product of its kind, is very much in tune with the mood of used car buyers in 2017. The sales and marketing tool available in The Engine will help dealers to maximise its considerable potential.’
RAC BuySure provides used car buyers with a nationwide scheme that sets very high standards commensurate with the RAC brand. The initiative sees dealers commit to an 82-point RAC Approved Preparation Standard on every vehicle, a vehicle data check, and a minimum of three months of RAC Warranty cover. In support of this, the RAC provides 12 months’ RAC breakdown cover and enrolment for the customer to RAC Accident Care.
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