The Car People Buy and Its Appearance Matters

For many car buyers, their purchase is a balance of practical and emotional factors. The price, the need for space and running costs head the practical aspects, but for many these are joined by emotional aspects. 

Their car is a statement of their identity. Much like their clothing, their car shows the outside world who they are. Nor is this psychology limited to the car owner; other people make judgments about people based on their car and its presentation. 

In April of this year, eBay published research that made this clear. 

• More than a third of people in the UK judge others on the cleanliness of their car, while 40% admitted to being ashamed if their car’s appearance let them down. 

Audi owners were found to be the most judgmental (58%) of others’ cars, followed by BMW (54%) and Mercedes-Benz (51%) owners. 

People want their car to look its best because it makes them look their best. Making this easier by providing a practical solution to support a customer’s emotional needs is an opportunity for every dealer. 

When it comes to a car’s appearance, it seems cars are not cleaned all that regularly; just six times a year on average, according to the UK’s Car Wash Association. This neglect can extend to more than aesthetic factors. 

Damage from minor dings, scratches and dents can undermine a car’s appearance and its resale value. 

Helping Customers to Maintain the Appearance of Their Car 

The Shine! Protect Cosmetic Maintenance Plan is a non-insurance-backed, state-of-the-art, award-winning cosmetic repair service that every dealer can offer to their customers. 

While it doesn't keep the car clean, it can address those more worrying, costly, and image damaging issues, such as chips, dents, scuffs, or light scratches. The Shine! service can ensure these can be erased at a repair location most convenient for the customer. 

The service is also designed to help customers’ cars remain in excellent condition, without compromising their insurance no-claims bonus. So, the vehicle’s bodywork will look great, which will help to optimise its future value. And a final benefit, people judging a car’s owner will see a car that reflects its owner, smart and well presented!