Confidence in franchised dealers 'remains high'

The newly published The NFDA (National Franchised Dealers Association) Consumer Attitude Survey for Spring 2017 has revealed that consumers have high confidence levels in the car franchise sector.

According to the study, a poll revealed that current confidence levels in the car franchised sector among consumers is more than 99 per cent. The survey also revealed that more than 50 per cent of consumers have used the internet to research car franchises, with feedback suggesting that this figure could grow if more was done to raise awareness of internet bookings.

Conducted by market research agency Public Knowledge, the NFDA Consumer Attitude Survey reportedly looked at a number of different areas within the industry during the survey, including how consumers used the internet when searching for a car dealer, the overall dealership experience, and their specific perception of franchised dealers.

One of the reasons franchised dealers were found to be so popular with consumers is their reputation for professionalism and knowledge. In many cases, this professionalism is based on a foundation of solid car dealer management, such as ensuring a consistent service and regularly updating motor trade insurance to ensure it's up to the right standard.

The study, which was based on a poll of 1,000 people across the UK, also revealed that 46 per cent of respondents feel customer lounges are important to increase satisfaction. However, the top five reasons why people chose to purchase their car from a franchised dealership were because they were regarded as specialists, were trustworthy, were knowledgeable, offer a high quality service and specialise in specific types of work.

Commenting on the findings, Sue Robinson, Director of the NFDA, stated that they would help car dealers to target specific areas of their business that will improve customer service.

However, she suggested that it also highlighted the impressive standing franchise car dealers have within the industry. "Positively, franchised dealers continue to stand out for reputation, professionalism and knowledge," she said. "Nevertheless, there is still room for improvement in some areas."

She added: "With the data provided, our members can address the specific issues that have arisen. The NFDA Consumer Attitude Survey will run twice annually to demonstrate clear trends that will provide valuable insights for franchised dealers."