The Challenge Facing the Aftermarket Industry When it Comes to OEM Warranties
Consumers surveyed at the Chicago Auto Show in February of 2005 expressed concern over warranty issues. More than two-thirds (66.45%) of the 1,374 consumers surveyed at the Show indicated that they are concerned with warranty issues when they install specialty-equipment parts and accessories on their new vehicles. This concern may cause many consumers to shy away from the specialty-equipment industry in favor of accessorizing their vehicles at the new-vehicle dealerships. New-vehicle dealers often perpetuate this concern by denying consumer warranty claims when specialty-equipment or aftermarket parts are installed on the car or truck brought in to the new-vehicle dealer. Dealers often blame the specialty-equipment parts for causing whatever problem exists on a vehicle, and most often the problems have nothing to do with the specialty equipment parts that are installed.
Jerry Nunez, a marketing representative for R&R Marketing Consultants, has had many customers experience vehicle warranty denials involving many of the products his company distributes. “Here in the Phoenix, Arizona, valley we are seeing an increase in engine warranty denials on Ford diesel trucks and SUVs. The latest problem revolves around cylinder-head gasket issues on 6.0L engines. Ford is using big tires, lifted suspensions, intake kits and computer tuning as reasons for the denials.” Nunez explains that these issues have occurred despite a technical service bulletin by Ford regarding a cylinder gasket issue. He recalls at least four instances where this has occurred.
So how can companies in the specialty-equipment industry ensure that their customers do not fall victim to warranty denials as a result of dealers falsely blaming the specialty equipment for the problem? One possible solution could involve the formation of partnerships among specialty-equipment companies and vehicle dealers. The results of such partnerships could yield specialty warranty programs for vehicles that have specialty equipment installed on them, for example.
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