Digital disruption in the auto market. alex rose, marketing director, who can fix my car (1)

From  Meerkats  to  Motoring  

Alex  Rose  -­‐  Marke.ng  Director  27  November  2014  

Reality check: Cars are 7.7 years old

I  am  8!  Ø Service  Plans?  

Ø Warranty?  

Ø Connected  car?  

Ø U5erly  Dependent?  

Ø The  Family  Workhorse?  

Who Are We?

Ø Leading  aggregator  /  ‘compare  the  market’  for  servicing/repairs  Ø 5,100  dealerships,  specialists  and  mobile  mechanics  Ø 5,000  monthly  leads,  typical  vehicle  age  4-­‐8  years  old  Ø Garages  pay  a  3.5%  commission  when  they  win  new  business  

How does Who Can Fix My Car work?

2007 car… but a 2014 life.

At Work

At Rest

At Play

From a pizza to a holiday…

…today’s  consumer  EXPECTS:    Ø Social  (reviews,  raMngs,  and  social  login)  Ø Local  (results  tailored  to  their  local  area)  Ø Mobile  (seamless  experience  cross-­‐device)  Ø Comparison  (by  price,  or  by  their  own  personal  drivers)  

 These  trends  are  not  new!  Meet  them  and  WIN  BIG.  

What was the choice ‘at rest’?

OR  

Who is doing aftersales well?

…and there are others out there.

In conclusion

Ø Their  cars  may  be  2007…but  drivers  are  2014  

Ø They  spend  000’s  with  you  but  their  expecta.ons  are  not  being  met  as  they  are  elsewhere  in  their  lives  

Ø We  expect:  Social,  Local,  Mobile,  Comparison  

Ø In  short:  we  spend  £21bn/yr  on  service  /  maintenance,  differen.a.ng  on  loca.on,  price,  reputa.on,  features  and  availability.  So  why  are  we  not  all  every  bit  as  slick  as  Booking.com?