The used car market has become insanely competitive. It’s not just the increase in dealers popping up on every corner, it’s the rise in private sellers who can now use various online platforms to sell their vehicles – and why shouldn’t they? Generally, selling a vehicle privately can be a much better financial option than trading it in or selling to a dealership.
All in all, we find ourselves with a highly active market, with every type of seller vying for the sale, using every trick in the book to do so.
As a dealership fighting to be seen through all the slashed prices, slick marketing, and false promises, you might be wondering how you will be able to achieve this. The answer lies in giving buyers what they want – a vehicle they can trust not to breakdown upon driving off the lot or cost them thousands in repairs a few weeks after the money has left their accounts.
You see, in as much as the market has become so competitive, buyers have quickly grown more cautious than ever. Turns out, they aren’t simply on the hunt for a good deal; they’re looking for peace of mind that they are making a wise investment. That’s where the AA Certification initiative has become a powerful differentiator in the market. It doesn’t just boost your credibility – it tells customers, loud and clear, that you’re committed to honesty, quality, and professionalism.
Here’s why that message matters more than ever, and what your certification says about your dealership.
Customers Are More Informed (And Sceptical)
Thanks to the Internet, today’s buyers have endless access to vehicle reviews, dealership ratings, and horror stories about dodgy deals. The fact is that trust is no longer assumed – it must be earned. Moreover, most buyers know the risks. They’re aware of clocked odometers, accident-damaged cars, or unroadworthy vehicles sold under pressure.
What matters, is that you acknowledge that this happens and provide the solution – carrying vehicles on your lot that have been thoroughly vetted by a brand built on trust. This is one of the main reasons why the AA launched its certification programme, enabling dealerships to partner with them and offer vehicles that have been vetted six ways since Sunday.
Ultimately, this partnership immediately signals to the world that they play by the rules, that they prioritise the quality of the vehicle they are willing to put back onto the street, and that they aren’t afraid of transparency.
Not every dealer would be comfortable undergoing external checks and independent audits, however AA Certified Dealers are, broadcasting loudly that they have nothing to hide – only roadworthy vehicles to sell and a team trained to handle customer interactions with integrity.
In short, an AA Certification says your business is open, transparent, and proud to meet higher standards.
Backed By A Household Name
The AA isn’t just a logo – it’s a legacy. For over 90 years, the AA has been a trusted voice in motoring safety and advice in South Africa. When buyers see the AA Certified sign on your dealership, they connect your name with that reputation.
Not only does this add weight to your brand, but it also holds the added benefit of increasing foot traffic, turning hesitant browsers into confident buyers.
The long-term goal of a partnership such as this is that dealerships are in a position to future-proof their businesses. As the used car market changes, it is expected customer expectations will continue to rise and regulations will tighten. The pressure on dealerships will only increase, and the AA Certification keeps you ahead of the curve.
Find out more about the AA Certified Pre-Owned accreditation.