In a new phase of its ‘Dealer or No Dealer’ marketing campaign, aftermarket firm Halfords claims motorists are wrongly told to use franchised dealerships to maintain their warranty.
In the autumn Halfords picked a fight with franchised dealer networks by claiming drivers are paying “over the odds” for service and repairs.
Now, following a survey by Opinium, it says too many motorists wrongly believe they must use a dealership to protect their car’s warranty.
In total 54% of the motorists surveyed claimed they had been told that they must get their vehicle serviced at the brand’s dealerships to protect their warranty, when by law they are entitled to select any workshop that can meet the vehicle manufacturer’s specific service requirements and use matching quality parts.
Almost one in five drivers whose vehicles are no longer under warranty believe they are obliged to use dealerships for servicing.
Halfords is on a charge to win market share in the vehicle maintenance sector following its acquisitions of Universal Tyre and Autocare, National Tyres and Autocare and Lodge Tyre, and it now has 650 workshops, almost 1,800 ‘service locations’ (including its mobile service vans) and an average customer drive time of 20 minutes.
In the latest phase of the ‘Dealer or No Dealer’ campaign, Halfords is targeting the 6.8 million drivers whose vehicles are out of warranty but who still use dealerships for servicing.
It claims cost-conscious motorists could save almost £400 million if they stopped using dealerships for servicing once their warranty has expired.
“People have every right to use a dealer for servicing if they wish, but it’s important they do so out of choice, not because they believe they are under an obligation,” said Graham Stapleton, chief executive of Halfords. “Our research shows there is a great deal of confusion, and it likely starts with what people are told on the forecourt.
“Halfords will always offer a high quality service by fully qualified technicians at a great price. The average saving versus dealerships is often very significant and our garages are often much more convenient. My message to motorists is simple. Whatever you drive, whether it’s a Ford or a Ferrari, you have a choice about where you get your vehicle serviced. Dealer, or No Dealer.”
Sue Robinson, chief executive of the National Franchised Dealers Association (NFDA), said: “Choosing to bring your vehicle to a franchised dealer for service or repairs offers a range of advantages. Franchised dealers offer exceptional levels of professionalism and customer service, dedicated to ensuring a seamless and hassle-free experience throughout the entire process.
“As the automotive landscape shifts towards electrification, modern vehicles are equipped with complex technology and safety measures which franchised dealers are well prepared for with highly skilled technicians guaranteeing service that adheres to manufacturer standards, using readily available parts on the shelf.”
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