When it comes to big ticket purchases like vehicles, careful consumers ensure that they have the benefit of a warranty. In the UAE market, most renowned automotive manufacturers vie with each other to attract more customers by offering warranty periods that are as long as five years. Some brands offer what they call an “extended warranty” for a nominal amount. My recent experience trying to get a renowned German performance brand here to stick to the terms of the warranty can however best be termed as a lesson in “how to lose customers and diminish your brand value”.
I bought my beloved sports car from the German brand’s exclusive dealer in Dubai and was elated to get a warranty of three years. However, whenever I went in to the authorized dealer even with relatively minor mechanical issues that could have been easily sorted and were covered under the warranty, all I got were excuses as they found loopholes to get around the warranty.
I talked to many others and found that this is true for plenty of customers. You either end up being told that the repairs and service needed for your vehicle will not be covered or that you need parts which will take ages to arrive.
In any event, you will end up with whopping repair bills, if like most people, you want repairs to be carries out through the authorized agent. I lost plenty of time and energy as my frustration mounted and ended up losing my temper. Customer service needs to be more than mere lip service when it comes to warranties in the automotive market in the UAE.
Hamid Moaref has always been fascinated by cars and the automotive industry. His family has a longstanding association with the industry and has been in the tire business for the past 35 years. Raised in Dubai, Hamid attended Capilano University in Vancouver where he graduated with a BBA in marketing before attending an intensive course in magazine publishing in 2005. He has been the publisher and chief editor of Tires & Parts magazine for the past ten years.
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