If you work in a car dealership, you already know this truth. Most complaints are not about the car.
They’re about how the customer felt that they were treated once something went wrong with the car. A complaint can be annoying. It can also be useful. Handled well, it can save a sale, protect your reviews, and stop the issue from becoming a bigger problem.
And in the UK motor trade, complaints are not rare.
The Motor Ombudsman reported 18,570 used car complaints in 2025, a 14% rise on the year before, according to industry reporting.
In its own insight report, the Motor Ombudsman also says that used car purchases account for around 40% of the consumer disputes it sees each year.
So yes, this matters.
This blog is written by Marsh Finance, a UK car finance lender, for people working in dealerships. It focuses on what you can control: process, language, and decisions.
Most complaints land in familiar buckets:
Customers rarely open with “your process was poor.”
They open with “you’ve treated me unfairly.”
So, your first job is not to argue the facts. Your first job is to de-escalate.
A good complaint process does three things:
If you only do number 1, you will keep getting the same complaint.
Here’s the mindset shift that changes everything:
You are not trying to “win” the complaint. You are trying to close the complaint.
“Winning” often creates:
Closing the complaint usually means:
Use this as your internal flow.
Even if you cannot solve it today, you can still respond today.
A simple acknowledgement script:
If you do nothing else, do this. It lowers heat.
Ask for the basics and keep it clean:
Do not accuse. Do not assume.
This is where dealerships waste time.
Route it fast:
Finance complaints must be handled properly because they can be escalated.
The Financial Ombudsman Service explains that firms generally have up to 8 weeks to resolve most complaints before the customer can go to them.
(If your dealership is an intermediary, appointed representative, or has a complaints process under FCA expectations, this still matters. Your compliance lead should be across it.)
Customers hate “policy language”.
Use simple options like:
If it is a used car fault dispute, customers often reference consumer rights. Citizens Advice outlines that a buyer may have rights to a repair, cost of repair, or refund depending on the situation.
You do not need to quote the law at the customer. But you do need to show you understand the basics and you’re taking it seriously.
Send a short email after the call:
This protects you and reduces misunderstandings.
When it’s resolved, confirm:
This is how you stop “round two”.
Avoid these phrases:
These phrases may feel satisfying for five seconds. They cost you hours later.
Use these instead:
Simple. Human. Clear.
Escalate immediately if any of these show up:
You’re not escalating because the customer is “difficult”. You’re escalating because the risk is higher.
The Motor Ombudsman is an ADR body for the motor industry.
They publish guidance on their dispute resolution process and timeframes.
They also note time limits for bringing a complaint to them, such as contacting them within a set timeframe after the business’s final response.
Practical dealership point: If your business is accredited and a customer is heading that way, your best move is to:
ADR decisions lean heavily on what you can evidence.
Dealership staff often get caught out here.
A customer might complain about:
Even if the original complaint is emotional, your response must be:
The FCA’s DISP rules cover complaint handling expectations for regulated firms, and the Financial Ombudsman sets out the typical 8-week window before escalation.
If you’re unsure where responsibility sits (dealer, broker, lender), don’t guess in writing. Route it to your complaints lead and keep the customer informed.
If you want fewer messy escalations, keep this file every time:
A complaint without a file becomes “your word vs theirs”.
That is where businesses lose time and sleep.
These are boring, but they work.
The best complaint is the one that never appears on Google reviews.
Same day if possible. Even a short acknowledgement helps you control the situation.
Not automatically. Gather facts first and offer a fair remedy based on the issue and evidence.
Stay calm, set boundaries, and move the conversation to writing. Escalate internally.
They usually need to raise the issue with the business first. The Motor Ombudsman provides guidance on its dispute process and timeframes.
For most complaints that can be escalated to the Financial Ombudsman Service, firms generally have up to 8 weeks to issue a final response.