Online reviews have become a crucial part of how South Africans choose where to buy and service their vehicles. Once seen mainly as a retail tool, they now shape decisions in the automotive repair industry as much as they do in sales.
Buying and maintaining a car is a major investment. For many drivers, knowing who is working on their vehicle is just as important as the vehicle itself. Ratings and reviews offer that reassurance, with platforms such as AutoTrader introducing structured systems to capture customer feedback.
Reviews have become the digital form of word-of-mouth, guiding customers to businesses that are transparent and accountable. For repair shops and dealerships alike, they highlight service quality, reliability and professionalism. Importantly, they also create a record of accountability that encourages workshops to constantly refine their service.
AutoTrader’s approach, using a star-rating system and verified customer feedback, ensures reviews are grounded in genuine experiences. This strengthens trust and gives repair businesses a clear signal of how their work is being perceived. As one aspect of the system, dealers can respond to customers, address concerns and, in some cases, even see star ratings updated if issues are resolved.
Positive feedback not only improves reputation but also visibility. With artificial intelligence increasingly considering reviews when ranking businesses online, workshops with stronger ratings stand a better chance of being discovered by new customers.
For repair centres, ignoring feedback is no longer an option. “Ratings and reviews are not just about reputation. They directly impact visibility and sales,” the report notes. By engaging with customers and valuing transparency, businesses can gain a vital edge in a competitive market.
Ultimately, reviews can guide motorists to repairers who genuinely deliver quality service. But customers are also reminded to do their due diligence. Online reviews are powerful, yet nothing replaces inspecting the workshop, asking the right questions and ensuring the service offered meets expectations.
