In an intensely competitive market, finding new ways to protect margin has never been more important. Many consumers now arrive at the showroom knowing what vehicle they want and how much they are willing to pay for it.
Encouragingly, a major new UK consumer survey commissioned by Autoglym LifeShine suggests that sensitivity about cost doesn’t mean consumers are resistant to being upsold. On the contrary, the survey identified that over two-thirds (67%) of car owners say that when they next purchase a new or used vehicle, they would be interested in hearing about ‘additional products and services designed to protect the vehicle’s exterior and make cleaning easier’.
Significantly, the findings suggest that the proportion of those interested in hearing about surface protection products is rising, up from 54% when the same question was posed in 2024. Younger buyers are the most receptive, with 87% of those aged between 18 and 24 expressing an interest. The survey also highlighted that those based in London are keenest to hear about such products (83%).
The survey also explored when customers are most receptive to being upsold, establishing that 40% of customers would prefer this to happen during a showroom visit, while 38% would like the salesperson to discuss such items when finalising an order. The survey also found that dealers are better off not delaying upselling discussions; only 11% of customers would prefer to hear about value-add products and services after they’ve completed their vehicle order.
Trusted by consumers and UK dealer networks
According to the survey, Autoglym LifeShine was found to be the surface protection product most likely to be recommended by those who have purchased a car within the past year. 19% would recommend LifeShine over any of its rivals, compared to 13% for the next nearest competitor. LifeShine also came out on top when respondents were asked: “Which brand do you feel would best deliver on the factors that matter most to you?”. These factors included proven protection, long-lasting shine, and ease of aftercare.
Opportunity to maximise the upsell
Autoglym has been evolving its LifeShine surface protection product since it first entered the market in 2004, working on the formulation of the product as well as on the accompanying suite of training and marketing assets that are offered to dealers to help drive leads and conversions.
Towards the end of 2025, Autoglym LifeShine launched a second tier for its ceramic protection system. Alongside the core LifeShine CeraFuse offering it introduced the ultra-premium CeraFuse ULTRA, the company’s most advanced ceramic paint protection product, offering improved gloss, durability, and resistance to environmental contaminants – all backed by a highly comprehensive new lifetime guarantee.
Aimed at the high-performance and luxury car segment and suitable for vehicles up to 10 years old, CeraFuse ULTRA provides double the durability (based on laboratory detergent resistance tests) of the CeraFuse vehicle protection system, which remains on sale.
Retailers that sell and apply CeraFuse ULTRA are supplied with a dedicated support package, tailored to individual site requirements. The package includes technical advice, customer service assistance, sales and marketing training, and bespoke point-of-sale materials to help sales teams communicate the benefits of CeraFuse ULTRA online and within the showroom.
BYD commits to LifeShine across its UK network
Autoglym LifeShine’s premium offering continues to catch the attention of established carmakers and new entrants. In March, BYD, the world’s biggest manufacturer of battery electric vehicles and one of the fastest growing brands in the UK, approved Autoglym LifeShine as its preferred ceramic paint protection partner for its UK dealer network.
Under the partnership, BYD dealer sales teams upsell Autoglym LifeShine CeraFuse alongside the sale of new and approved-used vehicles, creating significant incremental profit opportunities while helping to boost customer satisfaction.
Like all dealer partnerships, Autoglym created a bespoke support programme tailored specifically for BYD to increase sales and margin opportunities. This includes full preparation and application training for technical teams that is specifically tailored for BYD paintwork, access to Autoglym accredited detailers and customer service training on enquiry management, digital sales and product knowledge across sales and aftersales.
Autoglym’s relationship with BYD is another indicator of growing dealer demand for vehicle protection products that have the potential to increase profit per unit and enhance the customer ownership experience.
To learn more about LifeShine CeraFuse ULTRA, visit: www.autoglym.com/lifeshine/cerafuse-ultra
