Cold weather car maintenance: Promoting winter road safety to your customers

Winter driving can pose several challenges, even for the most seasoned drivers. As car dealers, it's essential not only to provide vehicles that perform well under regular conditions but also to educate our customers about the importance of preparing their vehicles for the cold months ahead. In some circumstances, this may also open avenues for aftersales revenue.

Here's how you can encourage your customers to make necessary amendments or changes to their cars for a safer winter drive.

1. Offer Winter Safety Packages

Bundle up essential winter car care products, like antifreeze, de-icers, and winter-grade windshield wipers, and offer them at a discount when purchased together with a vehicle. Having these items readily available and priced attractively will tempt customers to make the necessary purchases.

2. Highlight the Importance of Winter Tyres

Winter tyres are arguably the most important amendment for winter driving. They offer better traction and are specifically designed to perform in cold temperatures. Explain the differences between all-season and winter tires, using visuals if possible, to help customers understand the benefits. Although some areas of the UK don’t get cold enough for winter tyres, large proportions of our rural areas do. Dealers should be aware of these regional differences.

3. Push for Battery Checks

Cold weather can be tough on car batteries. Encourage customers to have their batteries tested and replaced if necessary. This is especially important for Electric Vehicle (EV) owners. Offer special deals on battery checks or replacements during the pre-winter months.

4. Emphasise Fluid Checks and Changes

From antifreeze to oil designed for colder temperatures, the right fluids can make all the difference in winter driving. Offer promotions on fluid checks and changes as winter approaches.

5. Remind Customers of Small Yet Crucial Changes

Things like ensuring windshield wipers are in good condition, having a windshield washer fluid suited for freezing temperatures, and keeping door locks lubricated can all make winter driving more manageable. Offer kits or discounts on these smaller items to remind customers of their importance.

6. Showcase the Benefits of Engine Block Heaters

For extremely cold areas, engine block heaters can be a godsend. They warm the engine before starting, which can prolong engine life and provide an easier start on freezing mornings.

7. Offer Post-Purchase Support

Remind customers that your dealership is there for them even after they drive off the forecourt. Offer winter safety check-ups or discounted services for those who bought their vehicles from your dealership.

8. Engage Through Digital Platforms

Leverage your online presence by sharing winter safety tips and the importance of vehicle amendments on your social media platforms, newsletters, and website.

Remember, the key is to be proactive and genuine in your concern for your customers' safety. By offering valuable information, deals, and continuous support, you not only help them but also build a lasting and trustful relationship.