Public show distrust for UK fast fit industry

by
Geraldine and her team look to the future
Geraldine McGovern and her team look to the future

“Iffy,” “overpriced,” and “rip-off merchants.” These are just some of the words used to describe the UK fast fit industry, according to new research.

Just one in five men would call a garage or dealer for advice on repairing their motor, research by independent website OnePoll has revealed.

The report also found that almost two thirds of men surveyed had experiences at garages and dealerships that were either dishonest or untrustworthy.

The research comes as the HiQ fast fit network enlist five female marketing experts to bring the UK fast fit industry in line with high street shopping experiences.

In the past it was thought that only women perceived independent garages as being untrustworthy (and they still do, 70 percent of women agreed.)

But surprisingly, the report also found that 62 percent of men feel the same way.

Perhaps the most shocking statistic of all though is that just under a quarter of the women surveyed said they would charge the men in their lives with taking their car to the garage because they find the whole experience so unpleasant.

Which is bad news for fitters – men typically spend about £6 less on components such as tyres than women.

HiQ is hoping its five new marketeers can help to banish the engrained views of the fast fit industry in Britain. The company’s plan includes significant investment in making the customer experience more enjoyable.

It advocates clean and pleasant surroundings for customers, while giving them clear, jargon-free pricing and advice. HiQ also wants more of its technicians accredited to ATA standards.

Geraldine McGovern, marketing manager, said: “We knew motorists sometimes distrusted garages but this was far worse than we thought.

“We need to rebuild that level of trust and make sure that drivers believe we know what we’re talking about, that we’re giving them the best possible advice, and that we’ll also treat their partners well.”

Published by Darrenmoss

CAT magazine's in-house reporter and self-confessed petrol head

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