ETI launches market research study on new car buying preferences of customers

In an effort to assist its members in having the latest market information and bringing new and improved equipment and tools to the marketplace, the Equipment and Tool Institute (ETI) has launched a series of market research projects.

The current ETI (Equipment and Tool Institute) survey is a very important one in that it is intended to quantify the impact aftermarket service facilities have on the new car buying preferences of consumers, says the institute. To its knowledge no one has ever attempted to capture empirical data on this subject. If a particular brand of vehicle is difficult to repair in the aftermarket, are future sales of that brand negatively impacted? By the same token, if a particular brand of vehicle is easy to repair in the aftermarket will sales be boosted due to positive recommendations made to consumers by happy technicians?

ETI has taken on this challenge in the form of two surveys. One sent to shop owners and technicians and another to consumers.

It is almost unanimously agreed that it is important for vehicle manufacturers to embrace the aftermarket because so many vehicles are repaired outside their dealer network. This study will provide some real numbers and help to show just how important that relationship is.

The findings of ETI’s market research will be presented at ToolTech 2015 in Austin, Texas during the business meeting on Monday, April 13.

Previous market research studies have included J2534 Reprogramming, J2534 Reprogramming Update, TPMS, Telematics, Collision Repair, A/C Service, Hybrid and Battery Service, and Information Access which are available for purchase at www.etools.org.

To share ideas for a future marketing research projects, please email [email protected].