Even loyal customers aren’t always frequent visitors to your shop. Nearly a third (32%) of vehicle owners service their vehicles infrequently — every 7–9 months or less often. This represents a meaningful gap in revenue. The upside is clear: when service departments deliver a great experience, customers return. The challenge is getting their vehicle on the hoist more often.
Why customers aren’t booking service sooner
Customers cite a range of reasons for delaying or avoiding service: 
What customers say would bring them in more often
Customers are clear about what would motivate more visits. The most requested improvement is simple: 63% want lower service costs.
While discounted pricing alone won’t create more loyal customers, it can help increase visit frequency. And because customers may be price‑sensitive, explaining what they’re paying for, why it matters, and supporting your recommendations with evidence helps reinforce fairness.
When customers feel respected and informed, they’re more likely to return regularly.
Beyond pricing, several other opportunities stand out:
- 33% want loyalty incentives
- 20% want shuttle services
- 18% want reminders and clearer communication
- 17% want more convenient hours or locations
- 13% want better overall service experiences
The bottom line
The opportunity lies in understanding what keeps customers away, and addressing those barriers directly.
Dealerships can increase service frequency by:
- Improving convenience
- Communicating proactively
- Offering loyalty incentives
- Delivering consistent, transparent, and high-quality service
And more visits don’t just boost revenue — they lead to more meaningful relationships, fewer unexpected vehicle issues for your customers, and stronger loyalty for both sales and service.
Want to see what actually builds service loyalty? Read the companion article here.
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