Carmakers and dealers are shifting their priorities away from new and used car sales to improved compliance and an aftersales focus to help reinforce brand loyalty.

OEMs and their dealers are said to have shifted their attention to focus on brand experience

A continued lack of supply of new and used vehicles means OEMs and their dealers have shifted their attention to focus on brand experience, meeting standards compliance and aftersales, according to software firm Loop BI.

Simon Porri, managing director, said: “Long wait times for most brands mean a focus on brand loyalty is now key for auto retailers; delivering exceptional brand experience retains customers and stops them going somewhere else to buy their next vehicle.”

And this means that dealers are focusing on enhancing the support they offer to customers, especially online – providing better information and sharing more information than ever before, with potential customers.

Porri added: “The enhanced buying experience, from the moment someone chooses to inquire about a vehicle, builds confidence and supports future retention. Customer satisfaction is necessary to support dealers at this crucial time.”

In particular, as more retailers move to agency agreements, brand experience, aftersales, and standards compliance are becoming as important as sales volumes for OEMs and dealers alike.

Porri emphasised: “Data retrieved from Loop BI users highlight the significant changes car dealers have undergone, with a greater emphasis upon brand loyalty, customer experience, retention activities, and aftersales.

“As a result, we are seeing multiple clients roll out aftersales and compliance KPIs and dashboards to ensure brand loyalty remains strong.”