Motorists favour early MOT booking according to new survey

New research indicates strong preference for booking up to a month in advance while retaining original renewal date

Motorists favour early MOT booking according to new survey
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Almost two-thirds of UK car owners would prefer to book their MOT earlier than required, according to a recent survey commissioned by Marketing Delivery. The findings show that 60% of respondents agreed with the statement: “I’d prefer to book my MOT up to a month (minus a day) earlier if I could still keep the original renewal schedule.”

Overall awareness of this option is high, with 78% of car owners already knowing they can book an MOT up to a month before its expiry and still retain the original renewal date. However, awareness is lower among younger drivers; 50% of 18- to 24-year-olds were unaware of this possibility, suggesting a demographic that could benefit from targeted information campaigns.

Marketing Delivery is currently implementing ‘MOT pull forward’ campaigns for its retail clients. These campaigns involve sending personalised email and SMS communications to customers with MOTs due in August or September, encouraging early bookings. Where applicable, these communications can also include optional Safety Recall checks to enhance the offer. The company states this approach helps workshops manage their aftersales booking flow more efficiently, smoothing out periods of high and low demand.

Charlotte Murray, managing director at Marketing Delivery, commented, “There is a very receptive market for these ‘MOT pull forward’ campaigns, and workshops can introduce time-limited incentives to further maximise response rates, for example by offering price promises on consumables such as tyres and wiper blades.”

Source: Marketing Delivery

2 Comments

  1. We have been trying to educate our customers about this for years now. Some take it on board, but others, who we explain to about it at the time of booking still insist on booking a couple of days before expiry then go bananas because we cannot do the necessary repairs in time for them!
    (Dealing with the public does have its downsides!)

    Reply
  2. Marketing Delivery might also be a useful tool for Mot stations planning ahead to fill appointments during a quiet period.

    Reply

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