Volkswagen of America Certified Collision Repair Facility Program - PowerPoint PPT Presentation

Volkswagen of America Certified Collision Repair Facility Program Program Overview 2012

VW-Certified Collision Repair Facility Program (CCRF) Overview Summary : A VW-Certification for collision body shops that perform repairs in • accordance with Volkswagen’ s safety standards and specifications. Scope : Offered to dealer-owned and independent body shops sponsored by a • Volkswagen dealer. Approach : VWoA selects and enrolls facilities willing to meet program standards. • VWoA visits shops to assess and monitor progress to meet standards. Launched : July 1 , 201 0 • Shops Participating : 201 • Page 2 25.01.2012 Volkswagen of America, Inc.

The CCRF Program Benefits Both Sponsoring Dealer and Repair Facilities Sponsoring Dealer Repair Facilities – Repeat Vehicle Sales – Marketing – Increased opportunity to – Rights to use the VW trademarks & ability to market VW certification with collaborate with the body sponsoring dealer. shop to sell customers on – Receive a Free Marketing kit containing value brochures, banners, and upgrades and new vehicles customer information pieces. Free replenishment of marketing materials. for a total loss. – Ability to send BYO mailers to dealership VW customers. – Parts Sales – Free BYO email introduction to sponsoring dealership customers. – CCRF dealers purchased – Referrals $25K more Collision Parts – All dealer referrals. last year on average – Roadside Assistance. compared to non-CCRFs. – Employee Fleet. – Quality – Roadside and employee referrals average 1 per shop per month, equates – Assurance repairs are to $30K in increased business per year.* completed to VW – Training specifications, including – Access to dedicated vehicle training manuals. OEM parts, tools, – Access to VW collision position statements. equipment, and training. – Access to VW technical & repair information (Elsa/Erwin). – CSI – Shop Management Tools – Refer customers to a – Financial Tools. Volkswagen-certified shop. – Free CSI tools. – CCRFs have 98% CSI. – Shop satisfaction survey, parts utilization reporting & 20 group. * Average VW repaired vehicle estimate; Source: Mitchell Collision Data, 2010. Page 3 25.01.2012 Volkswagen of America, Inc.

Key Program Elements – Volkswagen standards and specification for the proper repair of VW vehicles 1 . Requirements – Includes dealership requirements and repair facility requirements – A structured approach to certify shops in accordance with Volkswagen standards 2. Certification and specifications. 3. Ongoing – A process to monitor the progress of repair facilities towards meeting program Monitoring objectives and goals. 4. Marketing – Access to VW-developed branded marketing materials, use of VW trademarks, Support and a dedicated program website 5. Enrollment & – Process for shops to enroll in the VW-Certified collision repair program Next Steps – Information on program fees Page 4 25.01.2012 Volkswagen of America, Inc.

Repair Facility Requirements All VW-Certified Collision Repair Facilities 1. VW Germany required collision repair tools and equipment. • Bench: Car-o-Liner or Celette • Welder: Weidlander + Schill, Elektron, Techna 2. I-CAR & VW proprietary training. • 2 body techs 3. Use a minimum of 95% OEM parts in dollar terms in the repair of VW vehicles. 4. Provide CSI survey results to Volkswagen. 5. Provide repair facility repair order data to Volkswagen. Complete program standards are available in the CCRF Program Manual. Page 5 25.01.2012 Volkswagen of America, Inc.

Sponsoring Dealer Requirements All Sponsoring Dealers 1. Refer all Volkswagen models involved in a collision to their sponsored repair facility at no charge. 2. Collect program fees from their sponsored repair facility – Volkswagen will bill the dealership parts account for repair facility costs. – Dealers will recover these fees from the repair facility. 3. Sponsoring dealers will be required to install CollisionLink software to communicate with their sponsored repair facility on collision estimates, parts ordering, and parts price matching as part of the Genuine Advantage Program . This software will entail an additional cost for dealers ($199 setup, $150 per month, 50% of monthly fees are co-op eligible). Page 6 25.01.2012 Volkswagen of America, Inc.

Certification Timeline* (VW Exclusive Facilities) Q1 Q2 Q3 Q4 Q1 Q2 Step 3: Order Tools & Step 5: Renewal Authorization Enrollment Contract Signed Schedule Training • For shops meeting program • Begins Certification Process Step 6: Annual Re-Certification Visit • Must be complete within 6 requirements. • 1 year after first visit. months of first visit. • Conduct a standards assessment. Step 1 : First Certification Visit • Review compliance with requirements • 4-6 weeks after contract signed. and correction of gaps since third visit. • Perform a standards assessment. • For shops meeting program standards, Step 4: Third Certification Visit • Following the first visit, the facility will receive a VWoA will issue an official certification • Approx 6 months after first visit. 1 2-month provisional certification from VWoA. of program compliance. • Conduct a standards assessment. • Review compliance with requirements and correction of *Not ote: e: Repair pair fac acil ilit ities ies alrea ready dy gaps since first visit. part rtic icipat ipatin ing g in the e Audi di Authoriz orized ed Step 2: Second Certification Visit • For shops meeting program Collis lision ion Repair pair Facilit ility net etwork rk • Review a gap report with the repair facility standards, VWoA will issue an will have e a modif dified ied cert ertif ific icat ation ion 2/3 weeks after the first visit. official certification plaque of timelin eline e follow llowing ng the he Audi di • Develop action plan for the repair facility to program compliance certif ertific icat ation ion sched hedule ule. comply with VW-CCRF program standards. Page 7 25.01.2012 Volkswagen of America, Inc.

Ongoing Monitoring – To assist shops with meeting program objectives and goals, Volkswagen will provide the following resources: – Repair facility satisfaction survey with certification visits and Volkswagen certified collision repair facility program. – Repair facility repair order and estimate data analysis to confirm parts usage and increased VW repair traffic. – Body shop financial tools. – Annual recertification visits to provide repair facilities with an action to support program compliance. Page 8 25.01.2012 Volkswagen of America, Inc.

VWoA is Pursuing Multiple Strategies to Market CCRFs Support Description Referrals VWoA refers Roadside Assistance and Employee fleet cars exclusively to CCRFs. Dealers must refer all vehicles to CCRFs. VWoA has developed action plans to ensure towing accuracy. Accident Guide Placed in every new vehicle; advises customers of rights to choose a repair facility and to call Roadside Assistance in case of accident. Welcome Emails Sent by VWoA to all sponsoring dealership customers to notify them of a new CCRF in their area. vw.com Website CCRFs have a dedicated page on vw.com; CCRF sponsoring dealers will be designated; VW-Service page advocates calling Roadside in an accident. Customized CCRFs have the ability through their sponsoring dealer to send emails and Emails/Mailers mailers direct to the dealer’ s VW customers. Shop/Dealer VWoA provides banners, value brochures, and accident guides for shops and Marketing Kit sponsoring dealers to display with free replenishment. Video Kit VWoA is developing a video kit for new owners to learn about the value of taking their vehicles to a CCRF . Vehicle Stickers VWoA will be placing stickers on all new vehicles advocating Roadside. Page 9 25.01.2012 VW Fixed Operations

CCRFs Should Use These Strategies to Directly Market Their Certification Support Description Logos & CCRFs can use the Volkswagen and VW-Certified logos online, inside their Trademarks stores, on print advertising, tech shirts, etc. Dealer Affiliation Sponsoring dealers are required to refer all collision work to their CCRF . CCRFs are encouraged to mystery shop their dealer to confirm this is happening. Customer CCRFs should work with their sponsoring dealer to make sure the shop Education information is provided to all new VW owners at the point of sale. Dealer/CCRF VWoA recommends linking to and from the dealer and CCRF websites and Websites using logos and copy available from the CCRF shop website. CCRFs can also link to the CCRF locator on vw.com. Customized CCRFs have the ability through their sponsoring dealer to send emails and Emails/Mailers mailers direct to the dealer’ s VW customers. Direct Marketing Many CCRFs are using Google Ad Words, radio, and other online advertising to market their Certified status. Additional DRPs CCRFs are using their VW-Certification to market their shop to collect top-tier insurance company DRPs. CollisionLink CCRFs are using their Certification to encourage the dealer to price match parts using CollisionLink. Page 10 25.01.2012 VW Fixed Operations

CCRF Dedicated Marketing Pieces Page 11 25.01.2012 Volkswagen of America, Inc.