Halfords is stepping up its push into motoring services as it targets an £8bn “Do It For Me” market made up of motorists increasingly reliant on expert help.
The retailer said the segment now represents 59 per cent of the relevant UK vehicle parc, equivalent to almost 20m vehicles, having grown by around 30 per cent over the past decade.
Halfords said the shift is being driven by the growing complexity of modern cars, with electronics, sensors, software, advanced driver assistance systems, hybrids and EVs making DIY maintenance more difficult.
Research commissioned by the business found 28 per cent of motorists are not confident they understand dashboard warning lights, while 16 per cent have avoided asking a question about cars or driving for fear of sounding uninformed.
Halfords is responding by placing greater emphasis on services, repairs, fitting and technical support across its stores, Autocentres, mobile operations and digital channels.
The strategy is being underpinned by a new brand platform, “For All Wheelkind”, which is intended to reflect the group’s evolution from a traditional cycling and motoring retailer into a broader services and solutions business.
As part of the push, Halfords is also introducing a two-year guarantee across eligible products and services.
Chief customer officer Karen Bellairs said: “We are seeing a fundamental shift in the way people look after their cars. As vehicles become more complex, fewer motorists want to diagnose and fix problems themselves.”
She added that Halfords’ combination of stores, garages, mobile services and digital capabilities gave it a differentiated position in the market.
The new platform forms part of a multi-million-pound brand investment and will be supported by a major advertising campaign, a celebrity partnership with Judi Love, influencer activity and wider marketing across Halfords’ estate.
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