In a recent article in consumer motoring magazine Auto Express, concerning UK callout figures for the AA for 2014, it was revealed that battery problems were not just the most common cause of a breakdown callout, they were more than four times more likely than any other form of mechanical breakdown.
It was a similar story in Ireland, as according to Alliance Global Assistance, a flat battery was also the number one cause of a breakdown callout for Irish motorists during the same period. Across the rest of Europe it is a similar story, with German stats showing 33% of breakdown calls are battery related.
Myles Pemberton, Marketing Manager for leading battery supplier Manbat, believes the motor trade needs to learn lessons from these stastics. He comments, "Batteries are a vital profit driving commodity for both motor factors and workshops and there is also a great opportunity to boost battery business through educating motorists about the importance of good battery maintenance and care.”
Myles points out that while every battery related call out does not necessarily lead to a battery replacement, in many instances a new battery is required, or a replacement will be required sooner rather than later. He says, "It is vital that factors have access to good quality batteries for their workshop customers to fit on these vehicles and that they can be certain that their supplier will have sufficient stock to fulfil their requirements, even at peak demand times.” He adds, "Although some might opt for a ‘whatever will do’ approach to battery replacement, a more responsible, and I might add, more profitable, approach is to supply a quality product that will prove reliable over the longer term.”
Myles says that faced with the facts, most motorist will choose a quality battery. He comments, "Motorists are never going to want to replace their battery, but they’d be far happier to pay more for something that will last considerably longer rather than pay less and have to replace it sooner.” He goes on, "By supplying a quality product, factors can actively help their workshop customers to make more profit and deliver a greater level of customer satisfaction.”
Myles believes the battery market is one of huge untapped potential for many motor trade businesses, both on the supply and fitting side. He says, "Despite looking like a simple plastic box, batteries are complex and need care, which is why we want to work with proactive factors and their customers, to help them develop their battery business and reap the extra profits that will follow.”
For further details call Manbat customer services on 0044-1743-218500 or visit:www.manbat.co.uk.
Myles Pemberton, Manbat Marketing Manager
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