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Motorist Attitudes to Component Replacement: Insight and Recommendations

Motorist Attitudes to Component Replacement: Insight and Recommendations

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Executive Summary

Motorists remain price conscious, particularly in Europe's leading five markets, where vehicle sales and servicing levels have fallen since the recession. More motorists are buying budget/mid-range products, while others are reducing the frequency of vehicle servicing to cut costs. This report looks at what underpins motorists' decision to replace parts.


Across all 12 countries surveyed, the main driver for purchasing a component was the manufacturer's recommendation. Motorists remain acutely price conscious, particularly in Europe's leading five markets.

More motorists are beginning to turn toward budget and mid-range products to cut costs. Only certain types of components command brand loyalty.

Recommendation by manufacturers and mechanics is particularly important to motorists in the European nations.

Reasons To Buy

Understand whether motorists adhere to the vehicle's servicing schedule.

Target appropriate product segments (budget/mid-range/premium) to particular markets.

Understand why motorists choose certain brands of component over others.

Understand the factors which influence why motorists replace components.

See how important brand loyalty is to motorists in the European and emerging markets.

Your key questions answered

What factors influence the replacement of a part?

Why do motorists choose particular brands over others?

Are motorists loyal to particular brands of component?

Which factors trigger the replacement of a part?

Which channels can benefit from the trends identified?

1 Overview

2 Drivers of Component Replacement

2.1 Summary

2.2 Why motorists choose certain brands of components

2.3 Looking at the data in more detail shows a number of country-specific trends

2.4 Triggers for replacement

2.5 DIY part replacement

3 Recommendations

3.1 Dealerships to remain dominant in leading five European markets

3.2 Garages well placed to take advantage of consumer trends in Eastern Europe and Sweden

3.3 Vehicles moving out of warranty period a threat to dealerships in emerging markets

4 Methodology

5 Appendix

5.1 About Verdict Retail

5.2 Disclaimer

Figure 1: Percentage of motorists who follow the service routine as prescribed by the service booklet

Figure 2: Reasons for replacing a component

Figure 3: Brand loyalty - tyres and alternators

Figure 4: Relationship between component visibility, brand loyalty and price competitiveness

Figure 5: Replacement trigger by country: high value components

Figure 6: Preferred method of part replacement by country

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