DEALERS need to get smart and find ways to stand out from their rivals on the new playing field of the Consumer Rights Act, according to the CEO of Close Brothers Motor Finance.

With consumers offered greater security throughout the purchase, repair and return process, those in the business of supplying vehicles need to look for new ways to differentiate themselves from their competitors. The marketplace and fight for consumers’ interests will become more fraught, the company said.

James Broadhead, CEO of Close Brothers Motor Finance, said although the minimums imposed by the Consumer Rights Act are already kept to by the dealers the company works with, some operators will need to change their approach to customer service.

And they need to get smart on knowing the rules and regulations to ensure they aren’t penalised, both legally and commercially.

Broadhead warned: “With all dealers meeting a minimum standard, consumers will have less points of difference dealership to dealership, and they may focus more heavily on the value of the deal, rather than how they are being treated, or will be treated, by the dealer.”

Broadhead added: “Consumers do put a price on customer service and how their experience of a dealership affects the buying process, and when that price becomes less prominent, they may look to find additional value elsewhere, possibly in the cost of the vehicle or additional extras.”

The new areas of the law in the Consumer Rights Act include the right to reject a vehicle within 30 days if there’s a fault, and allowing consumers the power to demand a refund or replacement after just one failed repair attempt rather than three previously viewed as sufficient.