By Owen Moon, CEO
For years, car dealerships (probably yours, too) have benefited from automotive manufacturers’ passive recall systems. I’ve underlined the word “passive” because you don’t have control of how many recall pass-throughs you receive, and when.
According to the latest data from the National Highway Transportation Safety Administration (NHTSA), there were 188 separate automotive industry recalls during Q2 2019, an 8.3% decrease, and the total number of recalled units decreased a very significant 77.6%, or to approximately 5.5 million.
Despite these recent improvements, 93.1% of all NHTSA Q2 2019 recalls were automobiles compared to only 52.1% during Q1 2019; however, the average number of automobile recalls was 28,867. Suspensions was the #1 cause of Q2 2019 recalls, or 24.2%.
These numbers may increase significantly, however, once Q4 2019 data is compiled and released, as these recall news stories were published on the Automotive News Website during just a four-day period.
Dec. 17, 2019 – NHTSA upgrades probe into 1.7 million GM vehicles for windshield wiper failure
Dec. 18, 2019 – Mercedes-Benz USA to pay $13 million fine in recall settlement
Dec. 19, 2019 – NHTSA opens probe into an additional 1.4 million Takata airbags
Dec. 19, 2019 – GM recalls 900,000 vehicles for brake, battery problems
Dec. 20, 2019 – Ford recalls more than 600,000 sedans in US over brake pedal problem
The automotive manufacturers’ (and the NHTSA’s) online systems available to consumers to check on vehicle recalls essentially leave dealerships on the sidelines, hoping manufacturers will send consumer inquiries to them.
It’s time (actually past the time) for dealerships to have more control of the consumer recall process. The manufacturers and NHTSA’s processes are certainly helpful, but a bit impersonal. Dealerships, however, are local businesses with many strong and long-lasting relationships with many local customers and allocate their marketing/advertising dollars to create more of those relationships.
When dealerships help local vehicle owners determine if a recall has been issued for their vehicles, dealerships not only have an opportunity to engage with those consumers to schedule a service call, but also, and more importantly, capture their contact information and other data points to maximize sales leads.
As we at Fixed Ops Digital are constantly advocating to dealerships: your Website’s marketing power is probably being underutilized, which is why we offer a suite of products and services to optimize that power.
Our newest service is DriveService Recalls. Its goal is to attract consumers searching for any recalls to your Website instead of the manufacturers’ and/or NHTSA’s Websites.
- Save and improve CSA scores
- Win back inactive customers
- Increase customer pay revenue
- Increase recall completion with less effort
- Drive service effectiveness without discounts
- Acquire first-time customers
- Increase vehicle sales
By adding a recall lookup lead tool landing page and one recall content page per month to your Website, you take control of a process that has been only beneficial to you when manufacturers spin the “recall roulette wheel” to decide which dealership receives a recall service lead.
As you know, the majority of prospective light-vehicle consumers start their buying journey. The more your Website can answer more of their questions, the more of them will purchase a vehicle from you, utilize your fixed-ops services exclusively and, most beneficially, become long-term customers.
Visit https://www.fixedopsdigital.com/ for more information and start a no-obligation conversation about how we can give your dealership’s Website the power to drive more sales and attract a maximum number of qualified customers.