Insurance is a consumer purchase that is driven by a need for protection. In fact, despite what many think about insurance, it’s one of those things that can either make or break you financially if you don’t get it right.
Our vehicles are the second most valuable assets we will own in our lifetime. But for people like us, calling our 4X4 an asset is doing it an injustice. We love them, we modify them to suit a purpose (more than once sometimes!), we take care of them, and we use them damned well for their purpose. Your 4X4 is an extension of your identity. I’m being a little soppy, but as a car guy, every car I’ve owned has been my absolute pride and joy – and I reckon many reading this will feel the same.
It’s interesting observing how people shop for 4X4 insurance. I will at times monitor our social pages (actually, I’m always monitoring them – sorry Mrs Ziflian) and follow many others relevant to the lifestyle. I often see comments with people comparing Club 4X4 to a garden-variety insurance product – at times citing a lower premium, which is fine. Premium is important – the money you save on an insurance policy could see you get a tank of fuel, a new accessory or a whole lot more. But will that premium difference matter as much when the rubber hits the road and you need support?
Not dissimilar to when you buy the latest accessory or choose someone to do work to your 4X4, you go through a process. You check the product or service, try to get a look at it, read reviews, check social pages, ask mates etcetera, right? You don’t just go for the cheapest one do you?
So why is it that when it comes to the product that is going to protect your 4X4, camper trailer or slide-on camper, so many people seem to be so focused on price and price alone?
Our insurance product is pretty unique in the market in many ways, still, till today. It’s something I’m very proud of; and I remember the process of designing the product and even writing the PDS many, many moons ago. I’ve spoken about the benefits of our product on countless occasions, in writing, on video, in person – but that’s not what this article is about.
Here’s a few questions to ponder…
1. How much value do you put on the brand and the people who work in it truly, authentically understanding you as a four-wheel-driver?
Think about this. Does the team that represents the brand truly live your lifestyle? What do they do on the weekend? Are they involved in your passion? Do they advocate for your lifestyle and work to educate internally and externally in a way that works towards making a difference to you?
2. If they don’t really understand you, will they really come through as you would expect at claim time?
When you need support, will they treat the repair of your 4X4 the way you expect them to? Will they know where you are at your time of need? Are they going to understand exactly what you need at that moment?
Reading and understanding your PDS then making the right decision for your needs is a minimum, and premium should absolutely come into the equation.
But when your vehicle forms part of your lifestyle, should you consider the attributes of the team behind the business as much as the product itself?
What do you think?