Evolving from a used-car reconditioning service into a profitable insurance product, the sale of service plans covering dent removal for up to five years is beginning to gain traction particularly in the luxury car buyer market, according to Automotive News.

The trend is being attributed to luxury-car buyers penchant for being more particular about the finish of their new vehicles and because a higher percentage of them lease. Lessees often want to remove dings to avoid excess wear-and-tear charges when the lease expires.

Many dealerships that currently include some type of dent coverage protection program are selling the product to as many as 40 percent of the customers they finance. In addition, companies that provide dent coverage are beginning to secure contracts with large auto dealerships, which is expanding the market’s knowledge of the product.