Used car buyers willing to pay for paint protection finds survey

A nationwide survey has found that 51% of consumers would be ‘likely’ or ‘very likely’ to pay more for a used car if they knew the previous owner had invested in dealer-applied paint and interior protection.

Of the 1,000 car buyers surveyed by Autoglym over a third would be willing to pay between 4% and 6% more.

It said based on the average retail price of the typical used car in the UK, a 5% premium would be equivalent to an additional £835.

The findings point to the potential benefit of highlighting whether used car stock has previously had surface protection applied.

A fifth, 21%, of respondents say they would either be ‘unlikely’ or ‘very unlikely’ to pay more.

Anna Houldsworth, head of paint protection at Autoglym LifeShine, said: “This survey highlights the importance of building communication about surface protection products into all aspects of the customer journey – from the point when stock is first marketed online, through to when discussing features and benefits direct with a customer.

“Doing so means the customer will be more engaged and more likely to purchase.”