This news article was originally written in Spanish. It has been automatically translated for your convenience. Reasonable efforts have been made to provide an accurate translation, however, no automated translation is perfect nor is it intended to replace a human translator. The original article in Spanish can be viewed at El 63% de las reparaciones pasa ya por los talleres multimarca

Audatex Analyses the keys to cultivate the loyalty the visit of the users to the workshop

63% of the repairs happens already by the workshops multimarca

Editorial Interempresas13/06/2013

The economic crisis and the increasing aging of the car park -whose half age brushes the ten years- seems to be bending in these last years the scales in favour of the workshop multimarca. So much it is so, to day of today, 63% of the repairs recaen in the independent workshops, as it collects the report 'The fidelity to the workshop is question of age', of Audatex, expert in solutions of assessment of accidents.

This study, published with reason of the celebration of the Forum VO and Posventa that promotes Ganvam, shows how the age of the vehicle is a variable that conditions to a large extent the activity of official and independent workshops and, by derivación, the fidelity of the user. And it is that satisfied increases the age, the tendency to carry the vehicle to the workshop multimarca is greater, on the contrary of what sucede with a recently enrolled car.

Like this, in full youth of the vehicle and until the three years of antiquity -generally, when it fulfils the guarantee of the manufacturer- 54% of the drivers tends to repair it in the official workshops, taking advantage of this guarantee or the wide coverage of the insurance policy, generally to all risk, that are used to to hire in the first years of life of the vehicle.

However, from the fourth year this tendency invests and are the workshops multimarca those who carry the cat to the water, until the point that 68% of his repairs correspond with vehicles that surpass the decade, being precisely the realised in trucks of more than seven years those that report greater income.

The report of Audatex attributes this trasvase of the repairs of the official channel to the multimarca to three closely related factors between himself and with a common derivative, the price. On the one hand, the cost of the hand of work in the workshop multimarca is used to to be 10 lower euros that in one official, where moves in some 40 euros of average by hour worked.

Reasons	Official Network	Independent Workshop	% Variation
half Cost hand of work/h	40 euros	30 euros	-10 euros
Average hours repair as I agree expert/workshop	10 euros	9 hours	-1 hour
half Price repair	985 euros	755 euros	-30%

Differences of half costs by official and independent workshop

Source: Audatex. Own manufacturing from 4,2 million annual assessments.

Likewise, the half time invested by the workshop multimarca in a repair round the nueve hours of average, in front of the ten hours of the networks marquistas, of agreement to the agreed always with the expert. This is due to that for the accidents of greater quantity the users attend with more frequency to the dealer and therefore, pay of average an hour more by the repair.

Finally, so much the price of the hand of work like the average of hours by repair repercuten in the final bill of the drivers, where the half cost in a workshop multimarca is 30% inferior to the of the official networks (985 euros).

Confidence and fidelity above the price

However, against of what thinks , the study shows how the price is not the decisive factor to the hour to decant by a workshop or another. In fact, 62% of the drivers that attends to a multimarca prioritises the confidence before that the price (22%). Also it does it 68% of which choose the workshop marquista, those who also place in front the maintenance of the guarantee (19%) and the vicinity (6%) to the cost of the repair (1%).

Reasons	Official Workshop	Network Multimarca
Confidence	68%	62%
Maintenance guarantee	19%	0,3%
Vicinity	6%	9%
Price	1%	22%

The loyalty in the posventa like factor diferenciador

Source: Audatex from data of Coches.net.

At the same time, loan a much more personalised service and professional to the customer also can promote the activity of the workshops so much marquistas like independent. The delivery of a budget with the check-list of interventions that will practise and even illustrate of graphic way how will realise the repair are some of the most valued appearances.

For the manager of Sales, Manufacturers and Associations of Audatex, José Luís Cat, “the workshops have to leave to a side the factor price and centre his efforts in cultivating the loyalty to his customers. The fact to offer them a previous budget in which they include all the steps to be followed in the repair in addition to illustrating them gráficamente, even in 3D, how will do , does to win points to the workshop. All this translates in a greater satisfaction and hygiene; something that does to the users repeat in the next visit”.