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Vehicle Recovery - UK - September 2013

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: The vehicle recovery market, by value, 2008-18
Market factors
Companies, brands and innovation
Figure 2: Company share of the vehicle recovery market, by members, 2013
Figure 3: Key channel groups used to acquire breakdown cover, 2013
The consumer
Figure 4: Reasons for not having breakdown cover, June 2013
Figure 5: Reasons for purchasing breakdown cover, June 2013
Figure 6: Ownership of breakdown cover, by recovery organisation, 2011-13
Figure 7: Level of vehicle cover held, June 2013
Figure 8: Most important factors when choosing breakdown cover, June 2013
What we think
ISSUES IN THE MARKET
What future for private motoring?
How do smaller players cope with a resurgent big three?
Ways of overcoming price competition
Company websites set to become increasingly important
Changing profile of market – older and less affluent
TREND APPLICATIONS
Prepare for the Worst
Extend my brand
Mintel Futures Trend – Old Gold
INTERNAL MARKET ENVIRONMENT
Key points
Car market continues to recover
Figure 9: New and used car registrations, 2007-13
Overall sales still down on pre-recession numbers
New vehicle sales show signs of strengthening
Distance travelled drops back since 2005
Multiple car ownership on hold?
Figure 10: Number of cars owned by individual households, 1992/94-2012
Costs of running a car growing faster than those to purchase a car
Figure 11: Consumer expenditure on car purchasing, servicing and repair and motoring expenses, seasonally adjusted at current prices, 2009-12
Number of licence holders creeping upwards
Figure 12: Number of licence holders, by age, 1975/76-2012
Battery problems dominate call-outs
Figure 13: Top ten most common breakdown call-outs in 2011 and 2012 (AA roadside patrols only)
Electrical difficulties take first and third place
Some problems record a rise against 2011
Bundling with bank accounts
BROADER MARKET ENVIRONMENT
Key points
UK economy set for slow recovery
Figure 14: GDP, PDI, consumer expenditure and savings, at constant 2008 prices, 2008-18
GDP growth set to be modest in the short term
Consumer expenditure forecasts present a more positive picture
GDP growth remains fragile
Figure 15: GDP quarterly percentage change, Q1 2006-Q2 2013
Consumer confidence remains weak
Figure 16: GfK NOP Consumer Confidence Index, January 1988-January 2013
UK workforce continues to expand
Figure 17: Employment and unemployment, by gender, 2008-18
Less affluent represent expanding sector
Figure 18: Forecast adult population trends, by socio-economic group, 2008-18
UK population continues to age
Figure 19: Trends in the age structure of the UK population, 2008-18
Number of retired adults set to see strong growth
Figure 20: Forecast adult population trends, by lifestage, 2008-18
Gradual shift away from large to small households
Figure 21: Number of households and persons per household, 2008-18
WHO’S INNOVATING?
Key points
Recovery patrols prepare to go electric
Diagnostic technology becomes a reality
Vehicles helping rescue workers...
...as well as other road users
COMPETITIVE CONTEXT
Key points
Increases in car running costs drive upwards value of market
Figure 22: UK transport market value, by segment, 2007-12
Operating cost increases especially significant since 2008
Figure 23: Annual percentage change in transport costs, 2005-11
Second-hand cars remain a competitively priced purchase
Figure 24: Price indices of new and used cars, 1996-2012
Fuel prices record a significant increase
Figure 25: Index of premium unleaded and diesel fuel prices, 2000-12
Economic slowdown impacting on mileage driven
Figure 26: Road traffic (billion vehicle miles) in Great Britain, by vehicle type, 2000-12
Annual mileage in decline since 2007
Public transport hit hardest since 2007
Competition within breakdown market remains an issue
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
MARKET SIZE AND FORECAST
Key points
Revenues begin to show signs of recovery
Figure 27: UK vehicle recovery market, by value, at current and constant prices, 2008-18
Revenues start to show growth
Entry of UK into recession hit sector hard
Price competition raises its profile
The future
Forecast
Figure 28: Best- and worst-case forecasts of vehicle recovery market, by value, 2008-18
SEGMENT PERFORMANCE
Key points
Regular membership is on the up
Figure 29: Segmentation of the vehicle recovery market, by value, at current prices, 2008-13
Growing share of fees from regular membership
Ad hoc membership market stagnates
Price competition rife
MARKET SHARE
Key points
Competition from rivals hits AA’s dominant position
Figure 30: Company shares of the vehicle recovery market, by UK membership*, 2008-13
Overall membership remains stable
AA retains clear leadership...
...despite challenge from rivals
Are major changes around the corner for the market?
Green Flag seeking to remain competitive on price
Figure 31: Prices of breakdown recovery products for the AA, RAC and Green Flag, 2012 and 2013
Green Flag leads in all price points where it competes...
...with greatest price advantage with added-value services
Prices rising faster than inflation
COMPANIES AND PRODUCTS
The AA (Automobile Association)
Figure 32: Key financials for the Automobile Association Limited, 2011 and 2012
RAC
Figure 33: Key financials for RAC Limited, 2010 and 2011
Green Flag
Figure 34: Key financials for Green Flag Limited, 2011 and 2012
 OTHER COMPANIES
Britannia Rescue
Allianz Global Assistance
Rescuemycar.com
Road to Recovery
Autonational Rescue
GEM Motoring Assist
First Call GB
Breakdown Direct
Aria Assistance
AXA Assistance
 RETAILER-BRANDED BREAKDOWN COVER
Tesco
Asda
Sainsbury’s
The Co-operative
Car manufacturer-branded breakdown cover
Figure 35: Car manufacturer-branded breakdown cover on new car purchases, 2013
Roadside assistance and breakdown cover from banks
Figure 36: Packaged current accounts that offer roadside and breakdown cover, 2013
BRAND COMMUNICATION AND PROMOTION
Key points
Advertising expenditure falls back
Figure 37: UK main media advertising expenditure on vehicle breakdown and recovery services, 2009-12
Summer months appear the most important time for advertisers
Figure 38: Main media advertising expenditure on vehicle breakdown and recovery services, by month, 2012
Television back in vogue
Figure 39: Main media advertising expenditure on vehicle breakdown and recovery services, % share by media type, 2009-12
RAC moves into the lead as the biggest spender
Figure 39: Main media advertising expenditure on vehicle breakdown and recovery services, by advertiser, 2009-12
CHANNELS TO MARKET
Key points
Less than 40% of drivers buy direct
Figure 40: Key channel groups used to acquire breakdown cover, June 2013
Comparethemarket.com dominates price comparison market
Figure 41: Choice of financial information sites, April 2013
Comparing comparison sites is commonplace
Figure 42: Repertoire of aggregator sites used, April 2013
THE CONSUMER – PRESENCE OF RECOVERY ORGANISATIONS
Key points
The AA holds strongest position within the market
Figure 43: Ownership of vehicle breakdown cover, by recovery organisation, June 2013
AA proving popular with 17-24s and affluent drivers
RAC records much broader appeal
Green Flag and other providers attract older and middle-income drivers
Londoners show strong interest in the AA
Smaller companies lose out as market shows signs of consolidation
Figure 44: Ownership of breakdown cover, by recovery organisation, 2011-13
THE CONSUMER – LEVEL OF COVER HELD
Key points
Basic cover and recovery most popular package
Figure 45: Level of vehicle cover held, June 2013
Older adults want more
City dwellers most interested in the basic cover
Socio-economic status has limited impact on purchasing choice
Big three face challenge when it comes to more demanding clients
Figure 46: Ownership of vehicle breakdown cover, by recovery organisation, by level of vehicle breakdown cover, June 2013
THE CONSUMER – HOW COVER IS ACQUIRED
Key points
Buying on a company website proves the most popular
Figure 47: How breakdown cover was acquired, June 2013
Online and bundling are proving popular with the youngest drivers
Those struggling to pay bills prefer insurance for free
Online is proving increasingly popular with purchasers
Figure 48: How breakdown cover was acquired, 2011-13
Sales channels play a major role in choice of company
Figure 49: Ownership of vehicle breakdown cover, by recovery organisation, by how breakdown cover was acquired, June 2013
THE CONSUMER – KEY FACTORS WHEN CHOOSING BREAKDOWN COVER
Key points
Response times dominate consumer thinking
Figure 50: Most important factors when choosing breakdown cover, June 2013
Women major on response times and non-related services
Older adults have more specific demands than the young
Low-cost providers favoured by the young and middle-aged
AA and RAC are sought by the most demanding motorists
Figure 50: Ownership of vehicle breakdown cover, by recovery organisation, by most important factors when choosing breakdown cover, June 2013
Figure 51: Ownership of vehicle breakdown cover, by recovery organisation, by next most important factors when choosing breakdown cover, June 2013
THE CONSUMER – REASONS FOR PURCHASING BREAKDOWN RECOVERY INSURANCE
Key points
Peace of mind dominates reasons for purchasing cover
Figure 52: Reasons for purchasing breakdown cover, June 2013
Women are more likely to have a reason to hold insurance
Old and young drivers have different reasons for having insurance
Where you live is a factor in holding insurance
Middle income earners more concerned about breakdown
Few purchasers select a breakdown recovery organisation based on their specific needs
Figure 53: Ownership of vehicle breakdown cover, by recovery organisation, by reasons you have bought breakdown cover, June 2013
THE CONSUMER – WHY COVER IS NOT HELD
Key points
Price is a barrier towards not holding breakdown recovery insurance
Figure 54: Reasons for not having breakdown cover, June 2013
APPENDIX – THE CONSUMER- PRESENCE OF RECOVERY ORGANISATIONS
Figure 55: Most popular ownership of vehicle breakdown cover, by recovery organisation, by demographics, June 2013
Figure 56: Next most popular ownership of vehicle breakdown cover, by demographics, June 2013
APPENDIX – THE CONSUMER – LEVEL OF COVER HELD
Figure 57: Most popular level of vehicle breakdown cover, by demographics, June 2013
Figure 58: Next most popular level of vehicle breakdown cover, by demographics, June 2013
APPENDIX – THE CONSUMER – HOW COVER WAS ACQUIRED
Figure 59: Most popular how breakdown cover was acquired, by demographics, June 2013
Figure 60: Next most popular how breakdown cover was acquired, by demographics, June 2013
APPENDIX – THE CONSUMER – KEY FACTORS WHEN CHOOSING BREAKDOWN COVER
Figure 61: Most important factors when choosing breakdown cover, by demographics, June 2013
Figure 62: Next most important factors when choosing breakdown cover, by demographics, June 2013
Figure 63: Other important factors when choosing breakdown cover, by demographics, June 2013
APPENDIX – THE CONSUMER – REASONS FOR PURCHASING BREAKDOWN RECOVERY INSURANCE
Figure 64: Most popular reasons you have bought breakdown cover, by demographics, June 2013
Figure 65: Next most popular reasons you have bought breakdown cover, by demographics, June 2013

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