Subscription to government-backed standards body exceeds 7,000 garages
- Motor Codes network exceeds 7,000 garages in January 2013.
- Growth in web traffic sees number of garage profile page views double that of 2011.
- New functionality to monitor business referral provides demonstrable value to all subscribers – from single independent, through dealer group to nationwide, manufacturer level.
- £7 million of service and repair business directed to subscribers in Q4 2012.
- Self-regulation model remains as government-preferred option for the sector.
Reviewing its operational performance figures for 2012, Motor Codes, the UK-wide OFT-approved garage scheme, has demonstrated that its focus on online, consumer-led marketing, coupled with transparency through non-targeted customer reviews, has paid dividends for its subscribers. The scheme’s progress has not gone unnoticed outside the network, as subscription to its Service and Repair Code topped 7,000 for the first time in January this year.
A pivotal year, 2012 presented a number of potential turning points for the Motor Codes self-regulatory model, with the announcement of the government’s Consumer Landscape Review, the MOT review and, in November, the government response to the Motorists’ Forum inquest into garage customer experience.
Government backing of Motor Codes through each of these events was evident, name-checking the Motor Codes online review model as a prime example of how to empower the consumer, taking the view that VOSA would favour subscribing MOT testing stations as presenting less consumer risk and voicing the aspiration that all garages ought to sign up to an approved code.
Crucial to increasing levels of industry support, Motor Codes introduced a number of innovations during 2012, chiefly a mobile-optimised garage finder website, which helped boost views of garage profile pages to around 140,000 per month – twice that of 2011. Also developed – and free to use for subscribers – was an online call-monitoring system, allowing garages, dealer group management and vehicle manufacturers to track business referrals from Motor Codes. From its introduction in September to year end, Motor Codes had delivered in excess of £7 million of service and repair business to its subscribing garages.
With 2013 presenting further landmark events, not least the forthcoming launch of the new Trading Standards Approved Codes scheme, taking over where OFT leaves off in April, Motor Codes managing director, Chris Mason, is optimistic for the year ahead:
“The advances made in 2012, the bonds formed with government, as well as the business and marketing tools we’ve put in place, really mark the end of stage one for Motor Codes. We’ve shown our capability to operate the nationwide approved code and demonstrated our ability to put a safety net in place for motorists. Importantly, what we’ve also achieved is the creation of a booming marketing platform for those subscribers that commit to our standards and our scrutiny. By proving to these businesses that, as well as keeping customers confident we can increase footfall, we ensure the longevity of Motor Codes’ relationship with both the business and regulatory communities.”
Motor Codes’ 7,000 subscribers comprise the vast majority of the UK’s franchised dealers and, at 20% of that 7,000, an increasing number of independent garages
