One factor stands out when it comes to customers choosing replacement parts at franchised dealerships. About half of consumers polled by DealerRater on behalf of Fixed Ops Journal in February said the recommendation of the service adviser or technician outweighs all other factors.
The automaker’s brand was the next-biggest impetus, followed closely by price. Owners of luxury cars were more likely to be swayed by automaker parts than owners of mass-market brands. Not surprisingly, mass-market customers were more influenced by price than their luxury counterparts.
The performance claims surrounding a part and in-dealership marketing displays made little dent in consumer considerations.