CHICAGO — Resource Automotive, a unit of The Warranty Group, announced DriverPlus, its exclusive customer retention program. By giving owners the benefit of spreading the cost of maintenance over the ownership term and returning them to the dealership for service, vehicle owners return to the dealership more often, increasing the likelihood of further sales and generating increased parts and service revenue.

Studies have shown that the average customer returns to the dealership for less than $100 of non-warranty service. With a pre-paid maintenance program such as DriverPlus, this figure rises to over $1,050.

“Driving fixed gross profit is a key component of every dealer’s long-term growth strategy” said Mark Mishler, president of Resource Automotive. “Bringing customers back to the dealership typically results in not only better service absorption, but also enhanced loyalty and CSI. DriverPlus does both.”

As an added incentive for finance managers, Resource Rewards provides the opportunity to choose from a wide array of merchandise with the achievement of certain performance levels.

DriverPlus is available immediately in North America, with further rollouts planned for Europe, Asia and Latin America.