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In a recent KBB.com Quick Poll, we asked consumers whether they trusted a vehicle with covered/free maintenance programs would be maintained as rigorously as it should be. As you can see from the results below, a skeptical 56 percent thought that maintenance would only be done the least amount necessary, 30 percent trusted that the maintenance would be done as if it weren't free, and 14 percent had sadly never heard of covered maintenance programs.
In this industry we know that customers are frequently skeptical of dealerships - a perception that is unfair in many cases because it reflects a few bad apples instead of the broad majority of dealerships. We can also see from the poll results that there is still some room to build awareness of these programs among the 14 percent that don't know about them.
If your dealership has a covered maintenance program, how will you go about educating these skeptical customers? How will you enlighten the consumers in your market who don't know about covered maintenance?
If your dealership doesn't have a covered maintenance program, will you leverage this skepticism to sell against your competition?
We frequently run Quick Polls on KBB.com. Is there a question you want consumers to answer? Ask it below in the comments and we will evaluate it for a future Quick Poll.