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The RAC will throw its marketing muscle behind the RAC Warranty brand in a move which will broaden the motoring giant’s involvement in the UK’s used car trade.
The RAC also confirmed it would protect its copyright by taking “belligerent” action against unauthorised dealers using its logo.
The initiative, which goes live this week, will see RAC Recommended Dealer status introduced for participating retailers whose contact details, including URLs, will be featured on the RAC’s website which typically attracts 1 million unique users a month.
The new BuySure package is targeted at independent used car dealers and car supermarkets and provides customers with three months free warranty and roadside assistance cover.
All cars are covered by an 80-point RAC Approved Preparation Standard, which will be audited by the RAC. Customers will also be enrolled into the RAC’s Accident Management Service.
Participating dealers will be encouraged to use the strength of the RAC brand to upsell extended warranty packages. The brand will rollout approved signage and point of sale material.
The RAC said it also expects franchised dealers to join the BuySure scheme.
RAC Warranty will continue to be administered by The Warranty Group. The companies have been partners since 2008.
“This development marks a major departure for the RAC in the used car sector. While we have offered RAC-branded products, such as warranties, for some years it is a first for the RAC to actively recommend dealers with high customer service standards,” said RAC head of dealer propositions Mario Dolcezza.
“Becoming an RAC Recommended Dealer will allow dealers to attract more potential buyers online and should also increase physical footfall.
“Dealers will get the full weight of the RAC’s marketing machine behind them.”
Dolcezza confirmed the RAC will take action against unapproved dealers using its branding.
“We will be belligerent in how our brand is used in the dealer space,” he said.
Participating dealers with workshops will also be invited to join the RAC Approved Garage network, which the RAC said would adopt Motor Codes principals. It also plans to launch and RAC Approved Bodyshop network.