We began analyzing dealership DMS data four years ago. It started with repair orders from the service department, and we were solely interested in how many service customers could be interested in trading or selling their cars. This was a time when new-car inventory was scarce, so dealers were forced to acquire used vehicles. The problem was the salesperson. They are trained hunters who search for prey at the front door of the dealership’s sales department. Farming service customers in the back was a complete change to their DNA. We wanted to automate the farming. And we did!
16% of all service customers engaged with the offers we sent. This is phenomenal for automation, but it proves another reason why salespeople don’t like farming service. 16% interest equates to 84% declines. That is a morale killer.
The average dealership working with us services 1,186 retail customer vehicles per month. 16% of that is about 190 opportunities for the sales department each month, which is a lot. The average store trades about 6-8 service customers out of their cars, acquires 2-4 each month, and helps 1 customer purchase their lease. It averages about 11 car deals per month at a 5-7% closing ratio. But it doesn’t stop there.
Working service customers brings them back for more business. Only 16% are interested in working with sales. The vast majority want to schedule their next service. In 2025, we saw more profit from service than from sales among customers who received a full offer to re-engage with the dealership after service.
Sales and service are not the only places dealers can make money. Warranties are also a significant part of the product portfolio. Few dealers sell warranties to customers after a car is purchased, but it is the most-clicked item on VehicleLyfe. People want to know how much warranty is left, and they’re very interested in how much it costs to continue their coverage. We added Warranties to VehicleLyfe in Q4 of 2025, and the results are already surprising us.
A newer profit opportunity is insurance. It was a larger part of the F&I office (Finance & Insurance) prior to the 1990s. With technology, obtaining a car insurance quote has become easier and more accessible. This is another component of VehicleLyfe that helps dealerships increase profit without requiring their sales department to do anything. It is 100% automated between the customer and the insurance agency.
Recently, VehicleLyfe’s leasing experience was enhanced. It is one of the most comprehensive lessee experiences. So far, the clicks to review and take action with someone’s lease are on par with the number of people experiencing insurance savings. It is a surprising amount! In Q4 of 2025, it moved a significant number of customers to purchase their leases through the dealer.
Service customers outnumber sales customers 7:1. This means there are 7 service customers for every sales customer. This is why we put so much attention into them and why we built VehicleLyfe. With only 16% of service customers interested in exploring buying or selling a car, we developed more ways for them to engage.
More will be shared as 2026 progresses.
