Polk Survey Shows Average Age of Light Vehicles Increasing

According to survey results released Aug. 6 by auto research firm Polk, the average age of all light vehicles is 11.4 years. Additionally, the number of vehicles older than 12 years is on the rise.

These statistics bode well for the automotive aftermarket, as independent and franchised operations can expect more visits from both current and new customers.

However, this increased demand for service also means more competition between service providers. Staying ahead of the competition is a necessity for fixed operations to grow their client base and their profits.

This requires a proven marketing plan that not only reaches new prospective customers, but also keeps current clients loyal and entices them to schedule future service appointments.

As more auto service operations are discovering, social media can be a powerful tool for both attracting and retaining customers. It’s both an effective outreach and referral tool.

“As more consumers take to social networking sites like Facebook and Twitter to share their opinions about your dealership with their friends, they’re also letting their friends’ friends and neighbors’ neighbors know, too – magnifying the impact of how your dealership is perceived, positively or negatively,” said Trey Hiers, The Reynolds & Reynolds Company, in Fixed Ops Magazine.

Providing exceptional customer experiences can instantly resonate through your social media pages, as customers share their experiences with their friends and followers. According to Sprout Social, out of 53 per cent of consumers who said they use Twitter to recommend companies or products, 48 per cent bought that product or service.