Over half of car buyers want dealers to be proactive in offering paint protection

• 54% of car buyers in the UK would welcome conversations about paint and interior protection systems

• Survey found that respondents were more aware of Autoglym LifeShine than any of its rivals; 32% already knew about LifeShine

New and used car buyers want dealers to be proactive in offering paint and interior protection systems before they make a potential purchase, according to new consumer research commissioned by Autoglym LifeShine.

Of the 1000 UK car buyers polled, 54% of respondents agreed with the statement: “When I next buy a car, I would like the dealer to offer long-life paint protection and interior protection, explaining the costs and benefits.” Just 22% say they wouldn’t want the dealer to talk to them about this type of surface protection package.

The survey also found that those aged between 18 and 24 are most receptive, with 70% wanting the dealer to present the option, whilst those 45 to 54 were least likely (44%). Looking at regional differences, those in the West Midlands are keenest to hear about surface protection products (67%), followed by those in the east of England (66%) and London (62%).

Concerning preferred timings for communication about surface protection products, 94% of prospective car buyers would welcome hearing about them before they place the order of their new vehicle, with 31% of respondents saying they would prefer to hear about these products when they visit a showroom. The findings show that dealers are better off not delaying upselling surface protection to customers. Only 6% would prefer to hear about such products after they’ve taken delivery of a vehicle.

Regarding how they want to hear about surface protection products, a significant majority (68%) of prospective buyers would prefer to be told by the dealer face-to-face, compared to 42% by email, 36% via written materials placed within the showroom, and 30% through explanatory videos in the showroom.

Autoglym LifeShine tops the rankings for awareness and trust

The same survey identified that more of the respondents were aware of Autoglym LifeShine than any of its rivals. 32% already knew about LifeShine, compared to 23% for the next nearest competitor.

Prospective buyers also expect LifeShine to be the most effective product in the category. When asked: “Which dealer-applied paint and interior surface protection product would you expect to provide the most effective and longest lasting protection?” over a quarter (26%) singled out the Autoglym product, compared to 18% for the nearest rival.