New BuySure used car programme launched by RAC

Dealer applications invited for significant new initiative

A new programme designed to create a high level of protection and reassurance for used car buyers is being launched by the RAC today – and dealers who can meet the necessary standards are being invited to apply to take part.

RAC BuySure marks a major strategic development for the motoring organisation in the used car sector and will allow independent car dealers, car supermarkets and others to rival manufacturer-approved used car schemes while accessing a huge potential customer base that is likely to number in the hundreds of thousands every month.

RAC BuySure is a four-part package designed to provide maximum confidence to used car customers with extensive RAC support and branding. Dealers supplying RAC BuySure with every car they sell will benefit from RAC Recommended Dealer status. In addition, the RAC will audit 10% of each dealers’ stock every year to ensure vehicles are prepared to the required standard.

The four elements are:

• An 80-point RAC Approved Preparation Standard completed on every vehicle as part of a scheme created and audited by the RAC
• A minimum of three months’ RAC Warranty cover.
• Three months complimentary RAC Roadside breakdown cover
• Enrolment to RAC Accident Management Service, supporting the motorist in the event of an accident

RAC Recommended Dealers will be given a feature listing on the RAC web site – www.rac.co.uk, which sees around one million unique visitors every month. They will also be allowed to use extensive RAC branding on their premises and in marketing material including totem poles and point of sale, as well as on the used cars that are offered under the initiative. Those dealers that offer BuySure and also have garage services will be invited to join the RAC Approved Garage network. This will enable them to benefit from repairing vehicles recovered by RAC patrols.

RAC Head of Dealer Propositions Mario Dolcezza said: “This development marks a major departure for the RAC in the used car sector. While we have offered RAC-branded products, such as warranties, for some years it is a first for the RAC to actively recommend dealers with high customer service standards.

“The thinking behind this is twofold. Firstly, we are very much responding to the needs of our members. Searches carried out by the one million unique visitors who use our web site every month suggest that something like one in four are considering buying a used car yet we currently offer very little for them beyond basic guidance. That’s 250,000 people a month looking to the RAC for help with making a used car choice.

“Secondly, independent dealers of all kinds that offer high levels of customer service are seeking an independent accreditation with instant customer recognition that will allow them to deliver a comprehensive used car package to their customers. This will provide the means for them to compete successfully with manufacturer approved, used car schemes.

“Our research shows that many independent used car dealers believe that competition in their sector is becoming stronger and stronger, and their number one desire is to gain access to more customers. Becoming an RAC Recommended Dealer will allow them to attract more potential buyers online and should also increase physical footfall. We will also look to include RAC Recommended Dealers within the regular communications we have with our seven million members.”

As part of the initiative, the RAC is also creating two levels of approved dealer below RAC Recommended Dealers. At entry level, RAC Licensees will offer RAC Warranty products on a non-mandatory basis while RAC Partners will add a mandatory minimum three-month warranty and three months of complimentary RAC Roadside. However, only those dealers supplying the RAC BuySure package will receive the highest RAC level of accreditation and can use the RAC BuySure branding.

Mario continued: “We want to create a structure suitable for different kinds of dealers. The greater the commitment made to underlining the credibility of the RAC brand and ensuring that customer needs are being met, the more we will support them through our website and other marketing initiatives.

“This is an exciting time for us. The RAC brand is one of the most trusted in the UK and the initiative we have created is designed to provide used car buyers with unparalleled peace of mind. Customers who see the RAC brand on a used car must be sure that our organisation has worked with the dealer to create an extremely strong and safe proposition.”

The new initiative is being rolled out through the RAC’s existing network of dealers immediately but others that meet the RAC’s high standards are being sought to ensure extensive national network coverage.

Mario explained: “We believe that there will be considerable demand from dealers who will want to become part of this programme but we are going to ensure that the quality is right by only working with dealers that consumers can trust. Those who are interested should get in touch with us as soon as possible.”

The new initiative has been created by the RAC working with The Warranty Group, who have been the motoring organisation’s partner in the used car warranty market since 2008.

Ian Simpson, sales and marketing director at The Warranty Group, said: “This is a very exciting development that is unlike anything else in the used car sector and we believe that interest from the dealer community will be very high.”