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40% of Lease Customers Buy Prepaid Maintenance Plans at Honda Cars of Boston, Driving Retention and Creating "Hassle-Free" Experience
San Ramon, CA - March 18, 2013 - Performance Loyalty Group, a leading automotive loyalty and retention program provider, announced today that Honda Cars of Boston is private labeling its UltraCare PrePaid Maintenance services to deliver lease customers with “hassle-free” ownership while ensuring their service retention.

“Selling prepaid maintenance plans in F&I to lease customers is all about retention – keeping them returning to Honda Cars of Boston for ongoing service and their next vehicle acquisition,” said Honda Cars of Boston’s General Manager, Dean Talley. “When presented with these benefits, 40% of lease customers choose to buy the plan, which we call Honda Guys Care.”

Talley said that because his lease customers don’t expect to incur ownership costs outside of their lease payments, Honda Guys Care offers them an upfront way to roll future maintenance costs into their lease payments.  “The plan lets us deliver a hassle-free ownership experience at Honda Cars of Boston,” Talley said.

To ensure his lease customers receive such an experience, Talley loaded the dealership’s plan with the routine maintenance services required by American Honda Motor Company, Inc., other than brakes and tires, for three years or 30,000 miles, and named it Honda Guys Care.

“We also include filter and fluid changes, tire rotations and one set of wiper blades,” Talley said. “This way the client has no maintenance costs unless they want or need an alignment.  This plan is the least expensive and smartest way to ensure that customers return to our dealership and that their lease experience here is hassle-free.”

Located in Everett, MA, Honda Cars of Boston retails 2,500 new and used vehicles a year. Talley said the plan is presented to all lease customers and sold at cost.  Plans are non-cancelable.  A finance manager earns $50 for each plan sold.

Dealer-branded plans like Honda Guys Care ensure that the dealership’s customers return to their issuing dealership to redeem their plan services. These plans simplify automotive service retention:

  • Their potency is the money-saving value they provide customers, not in how well staff builds rapport with them.
  • No coupons books to produce and no coupons needed customers to use plan services.
  • ROI is measurable – in dollars and cents.

Because UltraCare is a web-based technology, it enables the dealership to create, manage and market its own in-house prepaid maintenance plans. Talley said Honda Cars of Boston chose Performance Loyalty Group’s UltraCare PrePaid Maintenance Program for these reasons and that he could tailor it to meet the specific needs of his lease customers and the dealership.

“Honda Guys Care certainly retains the client in our service department,” Talley said.

About Performance Loyalty Group

Headquartered in San Ramon, California, Performance Loyalty Group is a leading marketing technology company providing customized loyalty rewards, customer retention, prepaid maintenance and media tracking programs for the automotive industry.

Performance Loyalty Group Contacts

Jeff Shenk
Performance Loyalty Group
Sara Callahan
Carter West Public Relations

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