From Recalls to Revenue: How Dealers Can Capture Additional Services

Recalls might seem like just an obligation but they’re a key driver on multiple fronts to the Service department. CDK's latest Service Shopper study highlights a range of recall impacts that might surprise department leaders. 

When customers receive a recall notice, 88% get it serviced, a remarkably strong response rate that positions recalls as a reliable customer touchpoint for dealerships. 

Even more encouraging are the 40% of customers who received a recall notice and purchased additional maintenance or repair services during the same visit, showing that many recall customers are open to discussing their vehicle's overall condition while there. And for the 48% of customers who made an appointment after a recall notification and left without adding additional work, recalls still offer something valuable: a chance to reinforce trust. 

Most Customers Get Their Recall Serviced

More than a third (35%) of service customers received a recall notice in the last six months, and nearly all of them (88%) came in to get the recall performed. Generationally, Generation Z was the most likely to come in for a recall at 97%, followed by old millennials at 94%, young millennials at 89%, Generation X at 85%, and baby boomers and the Silent Generation at 69%. Dealers may not need to invest heavily in convincing customers to schedule recall work. The recall notice itself is already a strong motivator. 

Still, 11% of customers who received a recall notification didn't schedule an appointment to get it serviced. Generational differences among the nonattendees can suggest why:

• Gen Zers (60%) feared getting a big repair bill added to the recall work. 
• Young millennials (53%) didn't think it was necessary.
• Gen Xers (38%) said they didn't want to take the time. 

Though this group is small, the insights are telling. Improving education about recalls, like emphasizing they're free and critical to vehicle safety, along with offering convenient drop-off and pickup options, could help bring more of these customers in. 

The 40% Who Added Service

Of the 40% of customers who got a recall notification and added service at their appointment, generational patterns stand out: 

• Old Millennials: 48%
• Young Millennials: 46%
• Gen Z: 44%
• Gen X: 38%
• Baby Boomers and the Silent Generation: 23% 

Younger generations, especially millennials, are very receptive to additional work once they're already in the Service Lane. Both millennial groups were more likely to add service than to just complete the recall. For dealerships, this signals an important trend: Younger customers may be more open to guidance, more receptive to proactive recommendations and more willing to invest in long-term vehicle health. 

The 48% Who Didn't Add Service

Nearly half of those who received a recall notification didn't add service at their appointment. For many of them, that was simply because their vehicle was in good shape and didn’t require additional work. But even when no extra services are purchased, recall appointments still create important moments to demonstrate credibility. Clear explanations, transparent recommendations and reassurance can help reinforce the dealership's role as a trusted advisor, not just a repair provider. 

For some customers, confidence matters as much as cost. When they leave feeling informed and respected, they're more likely to trust future recommendations, return for service, and maintain long-term relationships with the dealership. Recall visits may not always lead to additional work that day but can still strengthen loyalty and future engagement. 

The Service Advisor's Role During Recalls

Service Advisors are central to whether a recall visit ends with just the required work or becomes a trust-building moment that strengthens retention. Most customers only interact directly with their dealership a few times a year or less. Recalls create a predictable, high-volume opportunity to make those interactions count, shaping how customers perceive future recommendations. 

Read how important the role of the Service Advisor is in our recent report, What Customers Say About Dealership Service Advisors.