Vines Group

Founded in 1980 and very much a family-run, values-centred business, Vines Group represents two of the automotive industry’s most recognisable and acclaimed marques - BMW and MINI in the Gatwick, Guildford and Redhill regions. Offering new and used cars, motorcycles, and a full complement of aftersales services, Motability and business support, Vines’ ethos is always to ensure that our customers are inspired and delighted with the service they receive. 

Sean Kelly has been at the helm of the business as Managing Director since 2006 and we sat down with him to get his view on how the role of products like SMART Insurance has changed over time. 

Sean, within your portfolio of value-added insurance products, to what extent has SMART insurance increased in importance?

There is value in every value-added insurance product that we offer. I see our insurance product portfolio as ‘should haves’ and ‘must haves’ rather than could haves. It is up to each customer to decide what to buy based on their circumstances, but I believe that our confidence in the products we offer is critical to our success in helping customers choose them.

With this ethos, we have seen over time that the number of value-added products purchased per customer has increased for both new and used car buyers. Within this, the relevance of SMART to our customers has seen its sales increase notably.

As an example of AutoProtect’s SMART’s impact, a customer who came back to us to change cars only last week commented on its value. Having previously purchased a new X4, they made two claims, resulting in convenient home repairs.

They told us that the process was a dream with the easy-to-use app and rapid authorisation. From a cost v value perspective, buying SMART insurance was a ‘no-brainer’ and was the first thing they asked for when they returned to the showroom. It shows how effective the product can be as a retention tool.

Which of SMART’s benefits do you find appeals most to your customers?

Mitigating end-of-finance agreement wear and tear terms and, most significantly, boosting their car’s future part-exchange value resonates most clearly with our customers. The latter means that we introduce SMART to customers as part of the part-exchange process.

A straightforward, transparent conversation about the condition of their current car and the impact of any minor scratches or dings sets the scene to discuss how SMART insurance helps. We can discuss customer experiences with the product and reference the £3K claims limit, which we see as ridiculously great value. With used car values starting to return to normal value trends, these conversations are very much a duty of care.

Such dialogues are authentic because cosmetic repair of part-exchange cars is the most time-consuming part of the preparation cycle. Time is money with a used asset, so we will pay more for a car that has had any minor issues addressed.

To what extent do you see your customers' ability to safeguard their no-claims bonus as a more significant benefit?

I recognise that this is a potential benefit, and it may be due to the profile of our stock and audience, but for us, the future car value and avoidance of end-of-contract fees lead the way as benefits.

How important is the convenience of mobile repairs to your customers?

The feedback from the customer mentioned previously, who claimed twice successfully, sums this up. The speed, convenience, quality of work, and service were all important factors.

What about AutoProtect’s approach has added the most value to Vines Group?

Our account manager, Nick, is determined and enthusiastic but never intrusive, and his speed of response to any request for help is always impressive. His approach reflects the broader ethos we have experienced with AutoProtect for us and our customers.

These days, it can sometimes be too easy for big companies to be distant from clients working face-to-face with customers, especially when resolving issues. AutoProtect is easy to contact and fast to respond to.

As well as your products and service, the other area of significant value has to be in the support we have had in terms of training both in helping our team to make it easier for customers to understand and therefore buy products that meet their needs, but also in supporting the need for compliance where your ‘big stick held by a velvet glove’ approach has helped to keep us on track.

In short, you are easy to do business with.