Getting customers to come back for service isn’t easy, especially as their cars get older. Recently, a major OEM and Curbee connected to re-engage “lost” customers (those who hadn’t visited for a service appointment in 18 months), by offering mobile service as an alternative to visiting the dealership. 92% of these customers responded with a resounding “yes.”
These customers, whose vehicles averaged around 7 years old, were very receptive, thanks to mobile service options that matched their lifestyle needs. Their services included everything from oil changes and tires, to car washes, brake repairs, battery checks, diagnostics, and fluid top-offs.
Here’s why these lost customers were so receptive and how mobile service can help dealerships stay connected to their customers.
1. The Aging Vehicle Trend and Its Impact on Dealership Service Engagement
Today’s vehicles are more durable than ever, contributing to a national trend of longer car ownership. The average vehicle age in the U.S. has risen to over 12.5 years, reflecting both the improved quality of cars and the higher costs of purchasing new ones. This trend means that dealerships see fewer repeat visits from owners over time, as many customers switch to independent repair shops, delay maintenance or choose cars with “less oily bits” altogether.
For cars around seven years old, such as those serviced in this campaign, there’s a particular drop-off point where owners may feel less inclined to visit the dealership. By that age, the car is likely out of warranty, making dealership service less of a requirement and, to some, less of a value. Studies show that dealerships’ service and parts departments contribute nearly 50% of their total gross profit. This underscores the importance of retaining customers and ensuring safe vehicles on the road.
Curbee’s mobile service platform meets this gap by enabling dealerships to serve customers at their doorstep. This helps recapture those who may otherwise seek out local or third-party service shops. With the convenience of mobile service, dealers have a new way to attract customers back without the need for them to visit a physical location, building trust and long-term loyalty even beyond the warranty period. (And don’t get us started on sales retention).
2. Insights on Retention: The Role of Convenience in Recapturing Original Dealership Customers
Dealerships commonly experience customer drop-off post-warranty, often because customers feel traditional service options don’t fit into their busy lives.
By reaching out to these lost customers and offering mobile service, it was proven how much people value convenience. Mobile service takes care of all the routine stuff—oil changes, tires, brakes, and more—right at the customer’s home or office, thus allowing dealerships to free up the service bays for larger, more complex operations. It’s a game-changer for customers who don’t want to deal with the hassle of visiting a dealership and brings the dealership to them.
This approach makes service more convenient, saving customers time and fitting right into their busy lives. For OEMs and dealerships, it’s a great way to keep customers coming back and build solid, long-term relationships. As mobile service catches on, it’s clear it’ll be a key way to keep customers connected for all their maintenance needs.
The Bottom Line
Curbee’s recent success in reactivating lost customers for a major OEM underscores the potential of mobile service. As the average age of vehicles on the road continues to rise, dealerships need innovative ways to engage long-term customers, especially those out of warranty. Mobile service is a game-changer, meeting these customers where they are literally—and providing the convenience and reliability that keep them engaged.
Bonus Points - OEMs increased their “recall completion rate” with NHTSA and dealerships free up service bays for larger, more in-depth jobs. Curbee is excited to help dealerships across the country tap into the power of mobile service to stay connected with their customers. Ready to learn more? Drop a line to hello@curbee.com.
Sources:
Average vehicle age in the U.S. (2024) .
NADA statistic on service and parts gross profit .
Curbee’s operational data on customer re-engagement rates.