Fix Auto - Index

Fix Auto - Magazine02-en - Index

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consUMers don’t lIke
THE UNKNOWN
08 || MARK MAGAZINE
Two drivers are cruising along quietly, when suddenly... bam!
Collision. Now they’ve got some headaches to deal with: call
a tow-truck, contact the insurance company, find a body shop.
A lot of tiresome and unfamiliar tasks that, for most people,
represent unknown territory.
That’s apart from the typical consumer skepticism of body
shops. Because there’s no denying the profession has suffered,
and still does suffer, from a somewhat tarnished image.
In this fog of doubt and worries, it’s the brands that will influence
choice. That’s because, for consumers, a brand is like a promise.
In seeking trust, efficiency and professionalism, consumers are
sole masters of their own choices and therefore dictate the laws
of the marketplace.