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Jim Leman

Jim Leman Writing about dealer operations

Exclusive Blog Posts

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Cosmetic Service Agreement from Radiant Ride Delivers 30-75% Penetration

Radiant Ride, specialists in professional cosmetic restoration services and customer retention, announced today its SMART cosmetic service agreement program to help auto dealers protect the appearance of their customers’ vehicles and retain their business.

This cosmetic service agreement, like a mechanical agreement for a vehicle’s engine, powertrain and other systems, provides specified levels of prepaid interior and exterior cosmetic services. SMART is the industry acronym for Small to Medium Area Repair Technicians, commonly known as mobile cosmetic services.

Now motorists can have cosmetic blemishes to their vehicle addressed immediately, at their dealership during other maintenance without having to involve their insurance company. Dealers retail the Radiant Ride SMART cosmetic service agreement for $795 to $995 for coverage ranging up to five years. It is available on all new or newer used vehicles.

“We’re enjoying a 30% penetration on this Cosmetic Service Agreement, and, of course, we want to make a reasonable profit on what we sell,” said David Halvorson, president, American Chevrolet in Modesto. “Parking spaces seem to get narrower and as motorists squeeze in their vehicles get dings and dents. This product gives our customers good value at a reasonable price point.”

Finance directors embrace Radiant Ride as well. “Customers understand this product as a cosmetic service agreement, and that idea resonates with them,” said Jesse Ismate, Finance Director for Folsom (California) Ford and Folsom KIA.

“I’ve had customers walk into my office and tell me Radiant Ride is pretty cool.  We see a 30% penetration on finance and lease deals with it,” said Ismate, whose stores write 50 Radiant Ride contracts a month.

Infiniti of Modesto offers Radiant Ride too. “We offer it to every customer, and 75% of them purchase this for their vehicles. They see the value,” said Chelsea Shelton, sales manager.

Dealers who make the Radiant Ride SMART Cosmetic Service Agreement available to customers provide an attractive and high-value solution for owners who prize the appearance of their vehicle as a personal reflection, said Earl ‘Sticks’ Brown, Radiant Ride founder and chief executive officer.  

“We know that consumers whose cars suffer minor cosmetic incidents don’t always know what to do about it - or if they do, how to source repairers and get those blemishes corrected quickly and affordable. Dealers offering Radiant Ride solve this dilemma for their customers by providing a one-stop solution for cosmetic repairs,” Brown said.

Nick Wharton is service manager for Infiniti Modesto. “We enjoy the extra income off sublet charges, and these customers are happy they stayed with us,” he said.

Radiant Ride is a complete automotive appearance package provider. Its SMART teams specialize in professional cosmetic restoration services, which partner with a network of dealerships and mobile restoration specialists. The Radiant Ride Cosmetic Service Agreement program makes customer retention a priority, ultimately bringing customers back for their next car buying experience. For more information, visit Radiant Ride or contact Earl ‘Sticks’ Brown at (209) 601-3402 or sticks@RadiantRide.com.

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