Aftersales conversion

Overall conversions across Aftersales remain consistent, with performance for Red eVHC work tracking at 46%, which is just marginally lower than the same month last year, where it tracked at 46.81% conversion, a positive sign especially when you add in that Amber conversion increased 5.5% compared to 2023, now tracking at 9% for April.

Breaking these results down by Volume and Premium vehicles has also given us a different view on performance levels.

Comparing Jan-Apr 2024 to the same period last year, for Volume brands we can see that 44.8% of retailers improved their eVHC red work conversion performance by 1% or more, with 57.3% of retailers conversion levels falling by 1% or more.

For the improved retailers, eVHC conversion increased to an average of 57.5% conversion, an average improvement of 19.7% with the minimum being a 1% improvement, to the top performing retailer trebling last year’s conversion and improving their metric by 319%, moving from 16% conversion up to 68% conversion.

On the flipside the retailers that declined in performance fell from an average of 59% to 47.2% conversion, a decline of 20% on average.

For Premium vehicles, we saw a similar story with 44.4% improving performance and 55.6% falling behind compared to last year.

The improved retailers eVHC conversion increased on average to 53.3% conversion, an average improvement of 24.4%, again with the minimum being a 1% improvement, to the top performing retailer nearly doubling last year’s conversion and improving their metric by 172%, moving from 22% conversion up to 60% conversion.

For retailers that declined in performance they fell from an average of 50% to 40.3% conversion, a fall of 19.4%.

Both these scenarios show conversions can both rise and fall, almost in equal measure. What is needed to focus to drive continual growth year on year, if that was achieved overall conversion would increase considerably.

John Law, Executive Director, CitNOW Insights commented, “Reviewing these numbers it’s interesting to see the change in performance levels for both volume and premium brands, with very similar shifts in performance for both.

The challenge for retailers is not to become complacent and allow performance to drop off, those retailers that can continue to utilise technology and people at the right stage of the eVHC process will continue to deliver the most optimal results and grow year on year.”

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