Service

Courtesy cars and collection, costed correctly.

Convenience is the lever most garages have but rarely use, as the alternative, price, is easier to consider. It’s also a lever competitors can copy instantly, unlike convenience.

A small car parked outside a garage entrance

Why convenience trumps a discount

A customer choosing a garage weighs cost against disruption, and for most, disruption is the bigger factor.

A day without a car costs a worker more than the difference between two quotes, which is why courtesy cars and collection win jobs that a small price cut wouldn’t. It also attracts customers who value service over price, and they return.

Another advantage is durability. A competitor can match your price today; matching a collection service requires a vehicle, a driver, and a process.

Calculate the actual costs

These services are often offered without calculating the costs, leading to quiet unprofitability.

The vehicle itself: purchase or lease, insurance, tax, servicing, and its tyres.
Depreciation, which is real even if it’s not invoiced.
Driver time for collection and delivery, which means two trips per job instead of one.
Administrative time for booking, checking out, and checking in.
Occasional damage, fuel disputes, or late returns, which are frequent enough to budget for.

None of this argues against offering them. It supports knowing the figure, as a free service costing more than the job's margin is a subsidy, not a differentiator.

Decide who receives it, and be consistent

Offering it to everyone is costly; ad hoc offers are worse, as customers compare notes and inconsistency appears as favouritism.

The practical approach is a rule linked to the job, not the person: applicable to work over a certain value, duration, or on pre-booked servicing instead of walk-in repairs. Anyone can be informed of the rule without embarrassment.

If a customer falls outside it, offering the service as a paid option is better than declining. Some will pay, revealing its value.

The insurance and paperwork will catch you out otherwise

This bit is tedious until it becomes costly.

Clearly establish how a courtesy vehicle is insured and who can drive it, as assumptions are often incorrect and revealed at the worst time. Record licence details, confirm the fuel policy in writing, and photograph the vehicle at handover and return.

Photographs are the most valuable habit. Most damage disputes are unresolvable without them and trivial with them, and taking them takes just a minute.

The cheaper options to try first

Courtesy cars are the most obvious solution to disruption but not always the best value.

A garage offering early drop-off and late collection, a genuinely reliable while-you-wait slot for short jobs, or an evening handover addresses the same issue for many customers without a vehicle. Being precise about how long the car will be needed also helps, as much disruption comes from uncertainty rather than duration.

It's worth asking customers what they would actually use before purchasing anything. Garages that do often find that a reliable two-hour appointment is valued more than a loan car, which is much cheaper to provide.

Collection and delivery is a logistics issue

A goodwill collection service consumes a driver for a whole morning. Managed properly, it is a route.

Group collections by area and time instead of guaranteeing individual slots; batch them at the day's start and end, allowing the booking system to track the driver’s location. This logic applies mobile fitting to another vehicle.

It has a limit, which should be a defined radius, not a case-by-case choice. Beyond this, offering a discount for customers bringing their vehicle in is fair and retains the work.

Common questions

Are courtesy cars worthwhile?

They secure jobs that a minor price reduction wouldn’t, as for many customers, the hassle of losing a car outweighs the difference between quotes. They also draw in customers who prioritise service over cost, leading to repeat business.

What are the actual costs of courtesy cars?

More than most workshops realise: vehicle costs, insurance, tax, servicing and tyres, depreciation, driver and admin time, plus occasional damage or fuel disputes. Knowing the total prevents it from being a subsidy instead of a unique offering.

Who qualifies for a courtesy car?

Based on a clear rule linked to the job, not the individual: above a certain value, for a specific duration, or for booked servicing rather than walk-ins. Random offers are worse than none, as customers compare and inconsistency appears as favouritism.

What paperwork is required for a courtesy vehicle?

Clear insurance details and who is authorised to drive, recorded licence information, a written fuel policy, and photos at handover and return. Photos are crucial: nearly every damage dispute is unsolvable without them.

How can I manage collection and delivery efficiently?

As a route, not a favour. Group by area, batch at the start and end of the day, and establish a defined radius instead of making case-by-case decisions. Beyond this radius, a discount for customers bringing their vehicle in maintains honesty.

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