SAN RAMON, Calif. — Performance Loyalty Group Inc., in partnership with MediaTrac LLC, has enrolled over 200 auto dealerships in the UltraCare Preventative Maintenance Program since it was introduced in April.
While current industry statistics indicate that roughly one in five customers return to the dealership for service, UltraCare plan holders are visiting their servicing dealers at a rate of 72 percent, according to the company. Further, plan holders that return to the dealer to redeem pre-paid plan elements also purchase incremental service at a rate close to 90 percent, resulting in an average incremental up-sell of $128 per customer.
“We took a page from AutoNation’s playbook and began to market UltraCare heavily in the service drive, which resulted in a substantial percentage of sales shifting from the F&I department to the service department. Customers are more likely to purchase a maintenance plan in service when they don’t have competing F&I products to consider and the loan-to-value issue is gone,” said Michael Gorun, managing partner at MediaTrac. “The results have been great, dealerships are selling an average of 40 plans per month in service generating while maintaining an average customer pay [repair order] amount of $232.70 on those plans sold.”
UltraCare’s Web-based technology allows auto dealerships to create, manage and market a branded, in-house pre-paid maintenance program while holding all of the program revenue and managing the net service costs to the customer.
With service volumes predicted to fall by approximately 20 percent over the next five years, dealers can minimize this impending future loss of service business with the UltraCare program. Because it has no third-party administrators, no sharing of plan revenue or forfeiture, and no service claim submissions, it provides an offset with immediate liquid assets. It is also fully integrated into the dealership’s DMS.
UltraCare is also compatible with a dealers pre-owned competitive make inventory.