What makes a service customer choose your dealership over an independent auto repair shop? While price is always a factor, it’s not the biggest deciding element—expertise, convenience, and referrals carry more weight. Our consumer survey found that the top reasons customers choose a dealership over a local shop include:
- Expertise. Over half prefer dealership service because they trust factory-trained technicians.
- Amenities. More than a third seek a better experience, from modern lounges to concierge services.
- Referrals. Another third rely on recommendations and online reviews to guide their decision.
From factory-trained technicians and genuine OEM parts to advanced tech and customer-first amenities, dealerships have a built-in advantage. The challenge? Making sure customers recognize these benefits.
Marketing the Advantages of Dealership Service
Show customers why your dealership is the best choice by highlighting the unique advantages you have to offer.
Trained Techs and Genuine Parts
Most consumers already recognize that dealership technicians are factory-trained and have access to genuine OEM parts. But do they understand why that matters to them?
Your marketing should reinforce how specialized expertise leads to faster, more accurate repairs—and OEM parts maintain warranty coverage and lasting performance. When customers see the long-term value (not just the immediate cost), they’re more likely to remain loyal to your dealership.
Technology
Technology isn’t just about efficiency, it’s about transparency, trust, and convenience—all key drivers of retention. No one wants to drop off their vehicle and be left in the dark. With digital multi-point inspections, dealerships can provide visual proof of recommended repairs through photos, videos, and technician notes sent directly to customers’ smartphones. Then, instead of relying on a verbal explanation, customers can see exactly what needs attention, eliminating skepticism and making service decisions easier.
Real-time text updates further enhance the experience, keeping customers informed every step of the way. Rather than calling the service desk for an update, they’ll receive instant notifications when their vehicle is ready for pickup—streamlining the process and reinforcing trust.
Not all shops offer the same level of technology, and customers may not realize what sets your dealership apart. Make sure they know: promote your advanced service tools in marketing campaigns and reinforce them in service reminders to highlight the seamless, hassle-free service your dealership provides.
Amenities
Beyond expertise and technology, the overall dealership experience plays a major role in customer retention. More than a third of survey respondents said they choose dealerships because of better amenities—a factor that independent repair shops often struggle to match.
From pickup and delivery services to mobile payment options, dealerships are streamlining service for today’s busy consumers. But convenience isn’t the only draw—a comfortable, well-equipped waiting area can transform a routine service visit into a positive customer experience.
Instead of a cramped lounge with limited refreshments, modern dealerships offer Wi-Fi, workspaces, entertainment options, and complimentary beverages, allowing customers to stay productive or relax while their vehicle is being serviced. When customers feel valued and at ease, they’re far more likely to return.
Reviews
Reviews do more than build your dealership’s reputation—they drive business growth. Another third of survey respondents said they chose to service with a dealership based on positive referrals from others, reinforcing how word-of-mouth and online reviews directly impact customer decisions.
Encouraging feedback through post-service surveys, follow-up emails, or text reminders provides valuable insights and keeps your store top-of-mind. More importantly, actively responding to online reviews (both positive and negative) demonstrates your commitment to customer satisfaction and boosts your visibility in search results.
Fuel Your Fixed Ops Success with the Proper Support
Offering great service is necessary, but making sure customers understand why they should choose you over the competition is just as important. With the right marketing approach, you can highlight your expertise, technology, and customer experience advantages for stronger loyalty and revenue growth.
That’s where Affinitiv Essentials comes in. Our advanced marketing solutions help dealerships stay connected with automated follow-ups, targeted service promotions, and customer engagement communications. From AI-driven appointment reminders to seasonal service specials to “Dare to Compare” campaigns, we make it easy to retain customers for the long haul.
Ready to ramp up your fixed ops marketing? Contact us today to get started.
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