The document discusses trends in the automotive aftermarket industry. It notes that while cars may be on average 7.7 years old, drivers expect modern conveniences like social media integration, localized search results, mobile compatibility, and easy price comparisons - just as they experience with other services. The conclusion emphasizes that £21 billion is spent annually on vehicle service and maintenance in the UK, and aftermarket providers need to meet contemporary consumer expectations around location, price, reputation, features and availability if they wish to remain competitive, just as booking websites do.

1. From
Meerkats
to
Motoring
Alex
Rose
-­‐
Marke.ng
Director
27
November
2014

2. Reality check: Cars are 7.7 years old
am
I
8!
Ø Service
Plans?
Ø Warranty?
Ø Connected
car?
Ø U5erly
Dependent?
Ø The
Family
Workhorse?

3. Who Are We?
Ø Leading
aggregator
/
‘compare
the
market’
for
servicing/repairs
Ø 5,100
dealerships,
specialists
and
mobile
mechanics
Ø 5,000
monthly
leads,
typical
vehicle
age
4-­‐8
years
old
Ø Garages
pay
a
3.5%
commission
when
they
win
new
business

4. How does Who Can Fix My Car work?

5. 2007 car… but a 2014 life.

6. At Work

7. At Rest

8. At Play

9. From a pizza to a holiday…
…today’s
consumer
EXPECTS:
Ø Social
(reviews,
raMngs,
and
social
login)
Ø Local
(results
tailored
to
their
local
area)
Ø Mobile
(seamless
experience
cross-­‐device)
Ø Comparison
(by
price,
or
by
their
own
personal
drivers)
These
trends
are
not
new!
Meet
them
and
WIN
BIG.

10. What was the choice ‘at rest’?
OR

11. Who is doing aftersales well?

12. …and there are others out there.

13. In conclusion
Ø Their
cars
may
be
2007…but
drivers
are
2014
Ø They
spend
000’s
with
you
but
their
expecta.ons
are
not
being
met
as
they
are
elsewhere
in
their
lives
Ø We
expect:
Social,
Local,
Mobile,
Comparison
Ø In
short:
we
spend
£21bn/yr
on
service
/
maintenance,
differen.a.ng
on
loca.on,
price,
reputa.on,
features
and
availability.
So
why
are
we
not
all
every
bit
as
slick
as
Booking.com?