AutoNation engages customers after they drive off the lot
America’s largest auto retailer stays connected with customers in a very direct way.
Auto Nation Inc. is expanding its Connected Car program to additional markets. The retailer supports the program, which is powered by an in-vehicle adapter and app, with technology from Automatic Labs, a SiriusXM company. It allows customers to have in-vehicle access to safety services such as a crash alert service, as well as timed vehicle health notifications.
Automatic's Dealer Insights platform and customized analytics deliver daily reports to AutoNation, including information such as lists of customers with active recalls, engine light check alerts, service recommendations, and various data points about the health and performance of customer vehicles. AutoNation uses this data to send targeted communications to its customers specific to their vehicles' service and maintenance needs.
Initially, AutoNation launched the Connected Car program at five stores in April 2019. Since launch, the retailer says 97% of customers who activated at point-of-sale remain engaged with Automatic month over month. In turn, AutoNation has benefitted from higher retention of customers' vehicle maintenance and service business.
"Following the successful launch of the AutoNation Connected Car Program, we are excited to expand the program in additional markets across the country. Our customers have recognized and appreciated the value of Automatic, and now we will be delivering that value to many more customers," said Marc Cannon, executive VP and chief marketing officer at AutoNation.