Auto repair software designed for car enthusiasts, restoration technicians and technicians-in-training

WESTLAKE, Texas, Oct. 26, 2022 — Solera Holdings, LLC, the global leader in vehicle lifecycle management, today announced the launch and availability of Identifix Direct-Hit® DIY for car enthusiasts and technicians. The industry-leading auto repair software trusted by more than 100,000 service professionals and technicians is now available to everyday users at a lower-cost alternative, providing access to repair information for a single vehicle model verified by a team of master techs and confirmed by professional technicians across North America.

The average age of vehicles in operation has increased in recent years as inflation and supply chain challenges have disrupted the automotive industry. As people hold on to vehicles longer, car enthusiasts are taking on more repairs to maintain vehicle longevity. With Identifix Direct-Hit® DIY, users have access to more than 50 years of vehicle makes and models, making it easy to run a search for a vehicle’s issue and quickly find codes and details relevant for the necessary repairs.

“This lower cost version of Direct-Hit is perfect for a DIYer or a project car because it gives the same access to information that professionals use, meaning they can spend less time searching and more time working on their vehicle,” said Bob Mordorski, Identifix ASE Certified Master Technician. “This provides access to professional technician-created tests and confirmed fixes which are also backed by comprehensive OEM information to support the quick identification and instruction on how to repair virtually any issue in a vehicle.”

For a single vehicle, DIY grants users’ access to the following content:

• Technician confirmed fixes
• OEM service and repair information
• Maintenance schedules
• Remove and replace short cut procedures
• Component locations diagrams
• Interactive color wiring diagrams
• Diagnostic trouble codes
• Technical service bulletins
• Specs and capacities
• Parts and labor estimating

Identifix Direct-Hit® DIY is available now for single vehicle model use for $19.99 a month. To learn more about Identifix Direct-Hit® DIY, visit https://store.Identifix.com/Direct-Hit-DIY.

About Solera

Solera is the global leader in vehicle lifecycle management software-as-a-service, data, and services. Through four lines of business – vehicle claims, vehicle repairs, vehicle solutions, and fleet solutions – Solera is home to many leading brands in the vehicle lifecycle ecosystem, including Identifix, Audatex, DealerSocket, Omnitracs, LoJack, Spireon, eDriving/Mentor, Explore, cap hpi, Autodata, and others. Solera empowers its customers to succeed in the digital age by providing them with a “one-stop shop” solution that streamlines operations, offers data-driven analytics, and enhances customer engagement, which Solera believes helps customers drive sales, promote customer retention, and improve profit margins. Solera serves over 300,000 global customers and partners in 100+ countries. For more information, visit www.solera.com.

Contact:

Solera

Priti Sharma

Priti.Sharma@Solera.com

PAN Communications  

solera@pancomm.com

Service Absorption Goals

Dealerships and their service managers are constantly trying to solve the problem of their customers defecting and servicing their vehicles at aftermarket locations. OEMs pay dealerships bonuses based on the number of OEM customers registered in their primary marketing area, compared to those OEM customers who continue to service through the dealership. In general, dealers need approximately 70% of the total brand vehicles servicing with them to get their bonus.

Solving the Defection Problem

What can service managers do when service cycles are getting longer and longer, and dealerships are unaware that customers have defected until it is too late? A considerable defection period occurs when a new vehicle’s warranty expires, and the customers start to service in the aftermarket instead of returning to your dealership. When that vehicle is sold to its second or third owner, the dealership must wait until that vehicle is registered in their primary marketing area and will not know who the owner is unless they have the registration data or if that customer decides to visit the dealership for service.

So, how many of your customers are defecting to the aftermarket? If you could capitalize on these known defectors, and “in the market” for service customers, how much closer would you be to hitting your OEM’s benchmark for servicing vehicles in your primary marketing area?

Who are these Known Defectors? 

Known Defectors are people who own a particular make of vehicle, and who live within a certain radius of your dealership. By using proximity targeting, dealerships can now identify when a mobile device has been to an aftermarket location. Proximity targeting uses latitude and longitude information to determine if a mobile device is at an aftermarket location and can track the length of time they are there. When a customer is at an aftermarket location for over 30 minutes, they become a “known defector.”

In addition, data partners have the ability to scrape credit card statements in aggregate to see if customers have charges on their credit cards from aftermarket locations and can even see what service was provided. Using this data, these audiences can be specifically targeted with Facebook and display advertising, which can bring them back into the dealership when it is time to service again.

How does this work exactly? Take a real-world example: Peggy recently got an oil change at Jiffy Lube. The proximity targeting data determines that her phone was at the aftermarket location, in your dealership’s primary marketing area. Also, data partners see the charge for the oil change on her credit card. Peggy then receives advertising for a special offer that brings her back into the dealership for her next service instead of going to the aftermarket location the next time she needs an oil change.

How Do You Identify a Customer Who is “In the Market” for Service?

Data can also help dealerships find people who own a particular make of vehicle, live within a certain radius of the dealership, and are “in the market for service”. When customers visit different dealership websites and aftermarket websites, or are searching online for service parts or locations, that information can be tracked. This online activity indicates that the customer is in the market and then they can be sent a Facebook or display ad as well to encourage them to visit your dealership. Now you can entice the customers with digital ads and special and special offers that can bring them into your dealership.

For example, Doug’s car just broke down and he needs a new alternator. Data informs the dealership’s marketing team that Doug owns a Toyota Camry in the dealer’s primary marketing area. Doug gets his vehicle towed and calls his friend Ryan for a ride. They go back to Ryan’s house to start researching prices and more information. They might google “prices for alternator” and start visiting aftermarket websites like Jiffy Lube, AutoZone, to price out alternators and the cost of getting one installed. This online activity moves Doug into the “In the Market for Service” audience and is shown advertising for service at the Toyota dealership in his proximity. Doug then receives exceptional service from the dealer and becomes a loyal customer of that dealership for future service and vehicle purchases.

Does This New Technology Work? It did for a Luxury OEM!

Since this technology is new to the marketplace, a luxury OEM recently ran a pilot to determine its effectiveness. The pilot ran in the OEM’s selected store’s primary marketing areas for two months. Nine total stores participated, ranging from small to larger stores targeting owners of vehicles for this luxury OEM. who were defecting or in the market for service with advertising. On average, dealerships got $18 back for every $1 spent on advertising. Small stores reported an ROI of $16 per $1 spent. Medium stores reported an ROI of $18 per $1 spent, and large stores reported an ROI of $22 per $1. After the pilot, this luxury OEM is now rolling out the technology to all their stores across the country to continue capturing these known defectors and use the data for maximum service absorption.

If your dealership is interested in learning how to capture Known Defectors, and reach customers currently in the market for service, you can learn more at solera.com/knowndefectors.

Author Bio: Madison has a diverse background in automotive marketing, focusing on seamless integration between Tier 1 and Tier 3 marketing strategies. Madison has experienced marketing from various perspectives from working with the OEMs and dealerships directly, to now serving the automotive industry from the technology and vendor relations side of the business. Currently she serves as the Lead Marketing Business Partner at Solera, where she strives to elevate consumer experiences and enhance dealership value at every stage of the vehicle lifecycle.