RAC claims dealers need to differentiate

A predicted increase in the amount of high quality stock in the used car market is putting dealers under more pressure to differentiate their offering according to RAC.

With availability of good vehicles likely to be at its highest than at any point since the recession, RAC head of dealer propositions, Mario Dolcezza, said, ‘Industry experts are rightly, in our view, saying that 2016 will be a good year for the used car market but one where margins will come under pressure as better stock becomes more plentiful.

‘Much of this will be ex-company lease and ex-private motorist PCP stock that will be sold right in the heart of the used car market, and there is very likely to be increased competition among dealers.’

Mario said that this change marked a shift for dealers away from concentrating on acquiring the best stock they could find to attempting to differentiate themselves from their competitors through other means.

Mario said, ‘This is a trend that has been underway in the market for a little while but 2016 is the year that is likely to really likely to go overground. Dealers will be acutely aware of the need to construct a customer proposition that marks them out in the minds of consumers.’

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