Manufacturer recalls create a very unique time for dealers to grow their share and control their customer base. As this article states, major recalls will have a massive financial impact in GM’s case.
For dealers who embrace and outwardly market for “recall traffic” there is a tremendous upside potential to generate new business. Customers will gain a new found peace of mind in knowing they are safe in their vehicles with the bonus of their vehicles being properly repaired.
There have always been large factory recalls but in the social media and digital media era they tend to make headlines far easier than in the past.