On the Dash:
- Recall notices are among the most effective built-in drivers of service traffic, with nearly 9 in 10 customers completing the work.
- Younger generations are more likely to both complete recall service and approve additional maintenance, creating strong upsell potential.
- Even when no additional work is performed, recall visits play a critical role in building trust and strengthening long-term customer relationships.
Recalls may be viewed as a routine obligation, but new data shows they are a powerful driver of service department performance across multiple fronts. According to CDK’s latest Service Shopper study, recall visits consistently generate high customer engagement, create opportunities for additional work, and reinforce long-term trust.
The study found that 88% of customers who receive a recall notice ultimately bring their vehicle in for service, underscoring the effectiveness of recalls as a built-in touchpoint. Over the past six months, 35% of service customers reported receiving a recall notification, with the vast majority completing the required work.
Younger generations are leading that engagement. Generation Z recorded the highest completion rate at 97%, followed by older millennials at 94% and younger millennials at 89%. Generation X came in at 85%, while baby boomers and the Silent Generation trailed at 69%. The data suggests dealers may not need to heavily market recall visits, as the notification itself is a strong motivator.
Still, 11% of customers who received a recall notice did not schedule service. Among those, concerns varied by generation. 60% of Gen Z respondents cited fear of unexpected repair costs, despite recalls typically being free. More than half of younger millennials said they did not view the recall as necessary, while 38% of Gen X respondents pointed to time constraints. These insights point to opportunities for dealers to improve communication around costs, safety, and convenience options such as flexible scheduling or vehicle pickup.
Beyond completion rates, recall visits are also driving additional revenue. The study found that 40% of customers who came in for recall work approved additional maintenance or repair services during the same visit. Millennials led this trend, with 48% of older millennials and 46% of younger millennials opting for added work, followed by Gen Z at 44% and Gen X at 38%. Older generations were less likely to approve additional services, with just 23% doing so.
Even when additional work is declined, recall visits still deliver value. Nearly half of customers, 48%, completed only the recall service, often because their vehicle did not require further repairs. However, these visits still provide a key opportunity for service teams to demonstrate transparency, explain vehicle condition and build credibility with customers.
While recalls may not always result in immediate upsell opportunities, the consistency of customer traffic and the ability to strengthen relationships position them as a critical component of long-term service department success.
