Maximising customer retention with our car dealer warranty products.

Established in 1991, LG Car Sales are a large family-run independent dealership based in Ely, Cambridgeshire. They offer up to 150 quality used models at any one time and retail in excess of 800 units per annum, with the majority including our 5 Star WMS Group car dealer warranty products as standard.

LG Car Sales are an extremely passionate used car dealership that go the extra mile for their customers. With a friendly no-pressure operation, all of their vehicles are prepared to high standards following a rigorous inspection and comprehensive provenance check. It is the dealership’s commitment to providing excellent care at every stage which has earned them a loyal customer base spanning the UK.

What were your objectives?

Our focus is and always has been on ensuring that customers want to come back so we do pull out all of the stops. We like to stand out from other dealerships which is why we offer market value part exchange prices wherever possible, don’t have sales targets and go out of our way to find customers their dream car through our nationwide stock sourcing service. We always try to add value and the core objective is to maintain our reputation which I think is why so many return for repairs and again when changing vehicle.

Why did you choose the WMS Group?

We wanted to use a third party car dealer warranty provider instead of offering an own guarantee because they tend to provide more flexibility and ensure that our buyers can receive assistance wherever they are in the UK. Many of our customers travel long distances to buy a vehicle from us, so it is essential that they have the national coverage and 24 hour telephone support for peace of mind. We have used you for over twelve years and enjoy a fantastic relationship, particularly with our account manager who regularly visits and is always on hand to help. Being able to carry out repairs under the warranty allows us to capture that all-important aftersales revenue and receiving payment with a couple of days is fantastic. There is no reason for us to look elsewhere.

What was your strategy?

The majority of our vehicles come with the all-mechanical and all-electrical 5 Star WMS Group underwritten warranty as standard, but we offer every customer the option to upgrade to 12 or 36 months for £199 and £399 respectively. The duration included with the vehicle does depend on its age, mileage and ultimately cost, but we do try to ensure that the customer is receiving a fair period at all times. We use your warranties to back up our promises, which in turn allows us to deal more confidently with our customers. The coverage is excellent and we very rarely have any issues with claiming.

What are your objectives for 2015?

Our primary goal for the remainder of this year is to concentrate on increasing our finance penetration as we have a great rate of 9.9% which is applied to all vehicles over £1,000, and social media will be hugely instrumental in achieving this.

What improvements could the WMS Group make?

The only thing I could say is that a small handful of our customers haven’t been invited to renew their warranty but I’m not sure whether that is a technical issue or whether the age and mileage is too high at that point.underwoods_headshot Your claims decisions are incredibly fair, the relationship we have with you is fantastic and we love the marketing and social media support you offer us. 10/10.

Any advice for other dealers when choosing a warranty provider?

Customers rightly want value for money but at the same time, they don’t expect to be left out of pocket. It is in the interest of reputable dealerships to choose an established warranty provider which has a great reputation and offers comprehensive no-quibble coverage to look after their buyers.

Alex Andrews is the general manager, responsible for overseeing the day-to-day sales operation of the dealership. For more information please visit www.lgcarsales.co.uk.
Our dealers include...