New survey indicates two-thirds of buyers want to hear about surface protection products

• Proportion is up from 54% in 2024

• Drivers aged between 18 and 24 (87%) and those in London (83%) are most receptive

New and used car buyers want dealers to inform them of exterior protection products and services, according to new consumer research commissioned by Autoglym LifeShine. 

Over two-thirds (67%) of car owners say that when they next purchase a new or used vehicle, they would be interested in hearing from the dealer about ‘additional products and services designed to protect the vehicle’s exterior and make cleaning easier’. Just 17% of respondents were ‘not interested’.

Notably, the proportion of those interested in hearing about surface protection products is rising, up from 54% when the same question was posed in 2024. Younger buyers are the most receptive, with 87% of those aged between 18 and 24 expressing an interest. The survey also highlighted that those based in London are keenest to hear about such products (83%).

Regarding preferred timing of communications relating to value-add products and services, 40% would prefer this to happen during a showroom visit, while 38% would like the salesperson to discuss such items when finalising a vehicle order.

Autoglym LifeShine tops the rankings for awareness and trust

Autoglym LifeShine is the surface protection product most likely to be recommended by those who have purchased a car within the past year. According to the same survey, 19% would recommend Autoglym LifeShine over any of its rivals, compared to 13% for the next nearest competitor.

Autoglym LifeShine also came out on top when respondents were asked: “Which brand do you feel would best deliver on the factors that matter most to you?”. These factors included proven protection, long-lasting shine, ease of aftercare, brand reputation, eco-friendly formulation, and dealer recommendation.

When asked: “When selecting a paint protection product, which factors would be most important to you?” over half (52%) of respondents wanted ‘proven protection’, 42% ‘long-lasting shine’, 41% ‘ease of aftercare’, 34% ‘brand reputation’, 22% ‘eco-friendly formulation’, and 16% ‘dealer recommendation’.