Following in fashion’s footsteps: breaking stigma around used parts
Dr Rana Farag, AI Product Leader at Solera
The automotive industry is one of the largest contributors to CO2, making up 15% of global emissions. Clearly, change is vital, and the entire industry needs to work together to bring about real change. While strides have been made with the adoption of electric vehicles (EVs), there remains a significant distance to cover. Just as the fashion industry has seen a green revolution, a similar transformation is attainable in the automotive sector.
In recent years, the fashion industry has undergone a huge shift, redefining the perception of 'used' clothing as 'pre-loved' and championing sustainability. This shift has not only benefited the environment but also resonated with eco-friendly consumers seeking quality without compromising on their values. The same revolution must happen in automotive.
Used doesn’t mean unusable
There's a lingering stigma about using car parts, with consumers often associating "used" with useless or inferior quality. Yet, the transition to used car parts could be transformative. Research indicates that a mere 2% rise in repair rates across Europe could slash annual CO2 emissions by 30,000 tons.
To tackle this misconception, insurers and body shops have a responsibility to educate their customers. Pre-owned car parts don't equate to scrap; they don't compromise safety. They can be more efficient, sustainable and cost-effective. In fact, research has found opting to repair could save consumers almost £3,000 a year. And, even garages could save money on repairs instead of purchasing expensive new parts.
For many jobs, such as bumper or wind wiper issues, two very common car complaints, repairing works much better and grants a second lease of life to items that might otherwise find their way to a landfill. Overall, repairing is the greener, and cheaper choice for everyone involved.
Upskilling is key to the repair evolution
For a repair revolution to happen, technicians need the right tools and skills to determine if a car part is repairable, especially in intricate cases where replacement seems simpler.
Technicians aren't alone in this fight; technology like AI can aid in diagnosing the feasibility of repairing complex car parts. This is crucial with the rise of EVs, as many technicians lack knowledge in repairing new vehicle types. Garages should lean on the numerous online training resources available and technology providers for support, ensuring speedy and precise vehicle assessments.
Additionally, pushing repairs offers new training prospects for garages, enabling them to modernise and acquire fresh skills. The aftermarket sector is currently facing a huge skills gap, and promoting the concept of new recruits mending modern cars in pursuit of sustainability will certainly go down well with the next generation of mechanics.
The competitive advantage
As more drivers prioritise sustainability (with 64% desiring eco-friendly vehicles), aligning services with these preferences attracts customers and fosters an eco-conscious future.
For garages, transitioning from replacing parts to repairing second hand ones puts them ahead, capitalising on consumers' desire for sustainability and giving them a competitive edge. Original Equipment Manufacturers (OEMs) can also seize this shift by offering reconditioned parts, further bolstering their commitment to sustainability.
Likewise, insurers play a pivotal role, and have a lot to gain. Encouraging partner bodyshops and garages to prioritise repairs enables them to offer competitive premiums and showcase their contribution to a greener future.
In the fiercely competitive automotive sector, businesses compete on pricing and customer experience. Sustainability can be the ultimate distinguishing factor.
Today's consumers favour businesses that strongly prioritise sustainability. Just as fashion brands are evaluated for their eco-friendly practices, I anticipate a similar trend in the automotive industry.
The businesses that embrace this change might just find themselves at the forefront of a new revolution.
Looking to a sustainable future
The journey towards sustainability in the automotive industry holds promise, if the aftermarket takes on their part in encouraging the shift from ‘used’ to ‘pre-loved’ car parts. As the fashion industry has demonstrated, rebranding and reframing products as pre-loved can revolutionise perceptions and contribute to green goals. To propel this transformation forward, the automotive sector must work to bridge the gap in consumer knowledge and perception around pre-owned parts, as well as filling the skill gap and training staff on the benefits of AI.
As we navigate toward a more sustainable future, the automotive industry has the opportunity to reshape its practices, cultivate a competitive edge, and create a positive impact on the environment.