Bridgestone survey reveals what really matters in automotive retail

A recent survey commissioned by Bridgestone in the UK has revealed the reasons why motorists show loyalty to their local garages, values which are sure to resonate with many Irish motorists.

The research, based on the responses of 2,000 drivers across the UK, found that while 48 per cent still regard product pricing as the main reason they remain loyal to a garage, it’s far from the only influence.

The study uncovered the human side of motoring loyalty, with 35 per cent of drivers saying they return to the same garage because of the relationship they have with the staff.

For many, familiarity breeds trust, with 29 per cent stating they continue to use the same garage because their family has always done so.

Interest in consumers wanting to see a garage with proven sustainability credentials (e.g. running on solar panels) is growing with 26 per cent of those asked saying they would be prepared to pay more.

This figure represents a growth from 2024 statistics, when 23 per cent of drivers declared that they’d do the same when asked the same question.

Meanwhile, 30 per cent said they would willingly pay more to a garage that has a comfortable and welcoming waiting area and in a lighter detail, eight per cent of motorists confessed that the quality of coffee on offer plays a part in where they choose to have their car serviced.

Drew Chapman, consumer sales director for Bridgestone North Region, said the results pointed towards a more thoughtful, value-led approach amongst drivers, who were not driven by price alone.

“It’s encouraging to see that motorists are increasingly looking for more than just the lowest price. At Bridgestone, we’ve always believed that true value is found in quality products and solutions, which provide superior levels of safety and longevity,” he said.

“It’s also interesting to see emotional factors such as trust, familiarity and even a good cup of coffee playing a part in the decision-making process. These small touches help define what makes a motorist return.”