(Photo: Bridgestone)
A nationwide survey commissioned by Bridgestone has revealed that UK motorists are basing their loyalty to local garages on a wider set of factors than pricing alone. The Research Without Barriers study, which gathered insights from 2,000 drivers, found that although 48 per cent still cited product pricing as their primary reason for remaining with a garage, a range of relationship‑driven and experience‑led factors now significantly influence consumer behaviour.
The findings highlight the importance of human connection in the automotive service environment. More than a third of motorists (35 per cent) reported returning to the same garage due to the rapport they have built with staff, while 29 per cent said they continue to use a garage because it has long been the choice of their family—demonstrating how familiarity strengthens trust over time.
Sustainability credentials are also becoming a notable differentiator. Twenty‑six per cent of respondents said they would pay more to use a garage with demonstrable environmental initiatives, such as the use of solar energy—an increase from 23 per cent in 2024. This upward trend reflects the broader shift in consumer expectations around corporate responsibility.
Customer experience, too, remains a meaningful loyalty driver. Thirty per cent of motorists indicated they are willing to pay a premium for a garage offering a comfortable, welcoming waiting area, while a further 8 per cent admitted that seemingly minor touches—such as the quality of coffee—play a role in their decision‑making.
According to Drew Chapman, consumer sales director for Bridgestone North Region, the findings point towards a more discerning, value‑oriented market. “It’s encouraging to see that motorists are increasingly looking for more than just the lowest price.
“At Bridgestone, we’ve always believed that true value is found in quality products and solutions, which provide superior levels of safety and longevity,” he said. “It’s also interesting to see emotional factors such as trust, familiarity and even a good cup of coffee playing a part in the decision-making process. These small touches help define what makes a motorist return.”
Bridgestone continues to back garages that prioritise these values through initiatives such as the e‑CENTRE Excellence Programme. With over £1 million invested to date, the programme recognises tyre retailers that demonstrate best practice and deliver consistently high levels of service. Bridgestone aims to accredit 150 sites across Europe in the coming years, supporting improvements in customer experience while reducing environmental impact. The initiative also supports the company’s global E8 Commitment—focusing on Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease and Empowerment.
