Analysis across the top 20 brands shows an opportunity for growth as we enter 2025

2024 has provided us with set of consistent aftersales performance results, with eVHC conversions remaining steady at an average of 46%, this is following a period of decline in the previous year where it fell from 49% to 46.5% in 2022/2023, a positive sign for the industry as it looks forward to the new year. 

Breaking the 2024 data down by brand, we found that although there were some that outperformed others, when comparing H1 to H2 we saw no change in average eVHC Red work conversion (average 46%) and Red sold values (average £138) across the set of 20 brands. 

Of the 20 brands compared, seven improved eVHC conversion including BMW, SKODA, Hyundai and Volvo. 

The brands that improved eVHC Red work conversion saw a growth percentage of 6% on average moving from 49% conversion to 52%, with the highest improving by 12%. 

These brands not only improved conversion but saw an uplift in average value per job, increasing the invoiced value for red work by between £5.10 and £12.48 per job. In revenue terms, for an average retailer this would generate between £20,000 and £60,000 per year in additional revenue from the uplift alone. 

On the flip side, brands that fell, did not fall that far, with performance dropping off by just 1% in many cases, leaving lots of scope to build and improve performance in 2025. 

John Law, Executive Director for CitNOW Insights commented, “It’s great to see the number of retailers and brands that are performing well as we close out 2024, the stable footing we are on provides a fantastic opportunity for growth. 

Retailers have a number of levers they can pull to make a difference today, be that including video with every eVHC (proven to increase conversion by up to 11%), or reduce revisit rates by providing tools to enable consumers to “triage” their vehicle from home (shown to decrease rebooking rates by up to 60% as first-time fix rates improve). 

Moving into the new year, we would actively encourage retailers to look at ways to make these marginal gains, and then deliver them consistently, long term performance improvements will then be seen.” 

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