A nationwide survey commissioned by Bridgestone has found that while pricing stays vital, motorists are increasingly valuing relationships, trust and overall experience when selecting where to service their vehicles.
The research, based on responses from 2,000 UK drivers, showed that 48% still regard product pricing because the most important reason they continue to be loyal to a garage.
Nonetheless, the findings indicate that cost is simply a part of the image.
Greater than a 3rd of drivers, 35%, said they return to the identical garage due to the relationship they’ve with staff.
Meanwhile, 29% proceed to make use of the identical business because their family has at all times done so, underlining the role of familiarity and long-term trust in retention.
Sustainability credentials are also becoming more influential.
The study found that 26% of motorists could be prepared to pay more to make use of a garage with proven sustainability measures, akin to operating with solar panels.
This marks a rise from 23% in 2024 who said they’d do the identical when asked the equivalent query.
Customer environment and luxury
Customer environment and luxury were also cited as value drivers.
Some 30% of respondents said they’d willingly pay more for a garage offering a cushty and welcoming waiting area.
In lighter detail, 8% admitted that the standard of coffee on offer plays a component of their alternative of service provider.
Drew Chapman, consumer sales director for Bridgestone North Region, said the outcomes pointed towards a more thoughtful approach from motorists.
He said: “It’s encouraging to see that motorists are increasingly in search of greater than just the bottom price.
“It’s also interesting to see emotional aspects akin to trust, familiarity and even a superb cup of coffee playing a component within the decision-making process. These small touches help define what makes a motorist return.”
Bridgestone said it continues to support garages aligned with these values through initiatives akin to its e-Centre Excellence Programme.
The scheme has seen greater than £1 million invested so far and recognises tyre retailers that adopt best practice while delivering a premium service.
The business goals to accredit 150 retail sites across Europe in the approaching years. Bridgestone said the programme is designed to enhance customer experience and reduce environmental impact, and aligns with its global E8 Commitment, a pledge to create social and customer value across eight focus areas: Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease and Empowerment.
This Article First Appeared At www.am-online.com
