Lack of after sales service hampering new car sales

Good after sales service is a big component in a car buying decision.

This is a new phenomenon that is spreading across many car brands as they turn their attention to showroom sales and keeping their principals happy with higher initial profits (we say initial because later down the road they will be paying out higher warranty claims).

In 20 years of operating this site DSF has seen some brands suffer in new car sales after spending little thought about customer care and after-sales and even until today they find it hard to climb back up the sales charts, even after introducing global award winning new vehicles with great showroom pricing.

In recent years we have seen some previously rather docile brands see their sales jump faster than they can cope with but they have forgotten to look at after-sales.

So, instead of paying 110% attention to after-sales service and customer care, they spend a lot of time and money pushing product launches and promising a great ownership experience with little thought on keeping the customer as their best selling tool.

With new vehicles becoming more complicated with enhanced cabin experiences, increased social media connectivity and third eye safety systems, vehicles today require more attention in the after sales department.

Unfortunately there are just not enough experienced ‘hands’ to address technical and mechanical issues.

Further to this. car manufacturers are scrambling over each other to quench the thirst of new car buyers with state-of-the art systems and ‘gadgets’ that interact with drivers.

Using third party technology partners, car manufacturers in Malaysia are left to the ‘mercy’ of flat panel touch screens, interactive software, ‘smart’ systems and more that promise an interactive vehicle ownership experience day in day out.

This is sadly dwindling as humidity, heat and high traffic conditions do not favour a lot of the new technologies sitting in vehicles where owners expect a trouble free experience over five to six years.

It is time for some car manufacturers in Malaysia to look deep into after-sales service first and sales of cars second as their current customers are losing their patience and money with high repair costs, frequent breakdowns and unfulfilled warranty promises.

This article is powered by DS&F, visit www.dsf.my for more automotive updates.

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-FMT