Nearly two fifths (39%)* of non-fault accidents happen to motorists driving a vehicle they have owned for less than a year, according to analysis by AX, the leading provider of accident assistance to the automotive trade.
- AX data shows that nearly two in five non-fault accidents happen to drivers within the first 12 months of vehicle ownership
- More than 1 in 10 non-fault accidents happen to drivers within critical first 90 days of ownership
- Data from AX underlines importance of accident aftercare as 69-plate lands
- Dealers ‘can do more’ to retain customers for longer-term loyalty
Moreover, more than 1 in 10 (11%) of all non-fault incidents befall drivers in their first 90 days of ownership**, underlining the importance of educating customers during handover about the support they can expect in the event of an accident.
With brand new 69-plate vehicles arriving now, the analysis provides retailers with an opportunity to discuss their customers’ accident aftercare needs. If a customer is involved in a collision, first-rate customer service can help retain business in terms of repair work, a courtesy car and if a new vehicle is required.
Market analysts at AX found that the second month of ownership – be that new or pre-owned – accounted for 4% of all its recorded annual non-fault claims. Customers are also 50% more likely to suffer an incident in their second month of ownership than in the 12th.
AX analysed data on more than 68,000 non-fault incidents, from car park scrapes to roundabout bumps.
“This is further proof of the need to educate customers about what to do in the event of an accident at the point of purchase,” explains Scott Hamilton-Cooper, Director of Sales & Operations at AX. “Treating accident aftercare assistance in the same way as informing the customer of their warranty or breakdown assistance, is a great way to help improve customer experience and retention should the worst happen.”
By comparing car ownership with the population density of UK towns and cities, it found that West Midlands town, Walsall, is statistically the unluckiest place in the country for such incidents. It was closely followed by Preston and Stockport.***
Britain’s second biggest city, Birmingham was in 12th place and Manchester in 10th. Although London features by far the highest number of accidents within the first 90 days of ownership, it did not make the top 20 unluckiest towns and cities because it has a proportionately high vehicle population.
AX provides a class-leading suite of accident assistance services, as well as innovative connected devices, management software and intelligence designed to help dealers retain customers and improve satisfaction.
“From a longer-term customer retention perspective, this is a critical window for the dealer,” adds Hamilton-Cooper.
“With proactivity, clear processes and trained people, the dealer can make sure they are the first call in the event of an accident, supporting the customer with onward mobility and retaining valuable repair work.”
AX is the accident aftercare partner to more than 1,500 franchised dealers across the UK, including major groups like Inchcape and Jardine Motors.