In the automotive after-sales world, customer loyalty is no longer just about price. The Service Customer Study 2024, conducted by Quintegia on a sample of over 3,800 drivers and presented last year at Service Day, revealed that 52% of customers would switch workshops if they found higher standards of reliability and service quality. A figure that challenges traditional loyalty strategies, often based on aggressive pricing policies.
That said, price still matters—but its impact on customer choice is more nuanced. For premium brands, a 10% increase in rates can drive away up to 27% of their customer base, while for independent workshops the drop is around 25%. Yet today, the real competitive edge lies in the ability to deliver transparent, reliable, and customer-focused services.
Against this backdrop, the challenge for industry professionals is to invest in perceived quality and customer experience. Structured processes, added-value services such as repair guarantees or certifications, can become key differentiators for an increasingly demanding clientele.
The central role of the customer will be the main focus at Service Day 2025 (October 16–17, Verona), where the 2025 edition of the Service Customer Study will be unveiled. For companies in the sector, it will be a crucial opportunity to understand how consumer decision-making is evolving—and what strategies are needed to stay competitive.
