SEBC Service & Parts Marketing Michael Schmidt

SEBC Service & Parts Marketing Key Goals Help our dealers market our Cars & Trucks Help our dealers improve Customer Loyalty Help our dealers improve Profitability

SEBC Service & Parts Marketing Purchase Process Repurchase Process Product Experience Service Experience Repurchase Loyalty Awareness Consideration Shopping Purchase Sales - Service

SEBC Service & Parts Marketing Purchase & Ownership Cycle Repurchase Loyalty Repurchase Frequency Awareness Shopping Purchase Product Quality Repurchase Loyalty Ownership Service Our goal in Mopar is to increase New Vehicle Sales and Dealership Profitability through improved Service Retention. Active Service customers are more loyal to you, and repurchase more frequently. The Sales-to-Service process is the link to keep each customer active with your dealership following the new vehicle sale. Service Product Quality

Household Purchase Patterns 16.7% from households had purchased within the last year. 50% from households had purchased within the last 3 years. 75% from households had purchased within the last 5 years. a 50% of our New Car sales occur within 3 years of the household’s prior New Car purchase

SEBC Owner Care Program + 9.0 pts. Improvement Over 1 year ago the SEBC launched Owner Care to improve Service Retention and ultimately Repurchase Loyalty Today we are seeing 85% of our customers return for at least one oil retail transaction within the first year of ownership!

SEBC Service & Parts Marketing Why Customers Choose the Competition Aftermarket Chains Independents Competitive Prices Fast Service Convenient Hours Convenient Location Fast Service Trust Customers choose our competitors for Convenience, Fast Service, and Trust (DME, Carlisle, RL Polk survey data). We must address those elements if we want to be competitive and retain those customers.

SEBC Service & Parts Marketing Sales-to-Service Introduction When should you return Where do you go Who do you see What should you expect Owner Care Enroll on Owner Site Dealership Amenities Even with no-charge maintenance, many customers still defect to competition. To be successful, we must ensure there is a solid Sales-to-Service process in place that introduces the customer to your dealership, and builds value in what you offer

SEBC Service & Parts Marketing Dealership Feature/ Benefit Owner Care – No Charge Maintenance & Roadside Assistance Express Lane – No Appointment, Fast & Convenient Service Hours – Evening and Weekend Convenience Factory Maintenance Schedules – Based on VIN specific time/mileage needs, maximizing performance & minimizing ownership expense Factory Trained Techs / Quality Parts – Maintain vehicle performance with Expert Service and Perfect Fit & Function What are YOUR dealership Feature & Benefits that address Convenience, Fast Service, and Trust?

TV / Internet / Kids Area Refreshments Alternate Transportation SEBC S&P Review Convenience Hours of Operation Services Offered Fixed First Visit Free Wi-Fi Comfortable Lounge TV / Internet / Kids Area Refreshments Alternate Transportation Are you open when the customers want to do business (evenings and weekends) Do you offer a one stop shop, preventing the need for them to go to the competition (tires, dent removal, detail, etc…) Can the they accomplish other things while they wait (internet bar, lunch, kids play area, etc…) Do you offer alternate transportation so the customer can go about their day (work, shopping, lunch/dinner, etc…)

Quick Service Customer Expectations S&P Marketing Quick Service Customer Expectations Level 1 < 30min Oil Change Tire Rotate Air Filter Wiper Blades Vehicle Inspection Review Level 2 < 60min Tire Replacement Alignment Brake Replacement Battery Replacement Tune-Up Vehicle Inspection Review To be competitive with the competition, we must provide quick service ExpressLane provides Fast Service and Consultative Sales process Over 70% of <30min LOFs result in a retained customer, that drops to less than 20% for >45min LOFs

Consultative Sales Process Factory Maintenance Requirements SEBC S&P Review Trust Consultative Sales Process Factory Maintenance Requirements Status Update Time provided at write-up Multi-point Inspection Review Upcoming Maintenance Requirements Review Skilled Technicians Quality Parts The Service Advisor should provide consultation on prior, current, and upcoming needs/requirements using Factory Schedules SAs should establish the status update expectations during the write-up process (I will let you know by…) SAs should review the results of the vehicle inspection with the customer during each visit SAs should review upcoming Maintenance Requirements with the customer at each visit Trained Techs & Quality Parts - FFV is the foundation of Trust

Efficiency Productivity Customer Experience wiAdvisor Efficiency Productivity Customer Experience On-Line scheduling via Dealer website Gathers customer & vehicle data in seconds Prompts Service Advisor through a Consultative Sales Process (Walk-Around Inspection, DTCs, Recall, Flash, Required Maintenance) Provides “Why Buy” info to improve customer acceptance Provides Maintenance “Roadmap” for future planning Provides Advisor level reporting including “lost sales” Mopar launched wiAdvisor to improve dealership Efficiency, Productivity, and the Customer Experience It provides eScheduling from your website. It gathers the VIN specific information in seconds, and prompts the Advisor through a consultative presentation. It provides Management with “lost sales” reporting based on actual required maintenance for each respective vehicle.

wiAdvisor Maintenance Schedule Recent - Current - Upcoming Maintenance Schedule Roadmap When the Advisor prints RO write-up, they provide the customer with the current Maintenance Schedule and upcoming Maintenance Roadmap that is specific to their vehicle

CURRENT Service Write-up Process Tablet based service write-up system that automatically integrates vehicle diagnostic data & Service Advisor systems to enhance the write-up process CURRENT wiAdvisor takes the myriad of resources available to the Service Advisor, and combines them into one simple sales tool that walks the Service Advisor through a consultative sales process

Market to All-Makes Households Market Wholesale Mechanical SEBC S&P Marketing Expand Your Market Market to All-Makes Households Market Wholesale Mechanical Most Chrysler households also have a competitive brand vehicle. With Magneti Marelli, you are an All Makes Service Center. Getting 2% of this market would double most dealerships’ business What are you doing to market to them?

SEBC Service & Parts Marketing All-Makes Service All-Make Service Traffic = New Car Opportunity New Car Traffic = All-Make Service Opportunity New Car Sale All Make Service Opportunity All Make Service New Car Sale Opportunity

SEBC Service & Parts Marketing Advertising Direct Mail Active Customer – Time of Need Reminders Active/Recent Lost Customer – Owner Communication Program Inactive/Lost Customer – Price Leader offers Digital Feature Benefit – Express Lane, All-Makes Service Price Leader – Discount Oil Change, Discount Tires SEO/SEM – Google, Yahoo, Bing

SEBC Service & Parts Marketing Advertising Point of Sale Service – OCP support, Information Accessories – Showroom, Service, Parts Dealership Feature / Benefit Dealership Branded Co-mingled Sales/Service (TV, Radio, Digital, Print)

SEBC Service & Parts Marketing Sales-to-Service wiAdvisor Consultative Selling VIN Specific Menus Express Lane Extended / Weekend Hours All-Makes Marketing POS Accessory Sales Process Wholesale Mechanical Phone Skills Advertising & Promotion SEO / SEM eCommerce We have many tools to help you improve your customer retention and grow your S&P business. We will be working with you and your management teams to take advantage of these tools.