From the CEO: A Closer Look at the Dealer's Customer List

by:: Dennis Madden
date:: 1/15/2012
issue:: Jan/Feb 2012

Last month we looked at some of the results from ATRA's 2011 consumer study, specifically where consumers take their cars when they have a transmission problem. We discovered that the number of consumers who would...

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1 Comments

by anonymous January 01, 2012 6:03 AM PDT

Great article. I believe the reason the older age group prefers the dealership over independent transmission shops is due to a combination of less of a 'hassle factor' and their inherent ability to pay. People in the younger age groups have a higher chance of having never dealt with a transmission repair coupled with their lower earning power push their decision more to an independent transmission shop thinking they will save money. The stereotypical image of a dealership being expensive is still alive and well. We have noticed many of our customers are baby-boomers or their kids and never really understood why until this article pointed out just who are dealership customers. And that's how we're trying to market our shop as; the dealership alternative. Thanks for the research and a great article.

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