How to Communicate ADAS Service Value to Your Customers
Only 18% of drivers can correctly identify ADAS despite a staggering 86% having this technology in their cars.
When you’re starting from that level of awareness, it’s no wonder that customers will push back on ADAS calibrations.
On the flip side, when customers understand the value of proper ADAS calibration? They are significantly more likely to approve the service.
Let's break down exactly how to navigate these conversations successfully.
Understanding your customer's starting point
Before explaining ADAS calibration, assess your customer's familiarity level. Most fall into three categories:
- The Unaware: ADAS? What's that?"
- The Cost-Focused: Why does this cost so much? The car seems fine.
- The Skeptical: Is this really necessary, or just an upsell?
Your communication approach needs to adapt based on which category your customer fits into. The goal isn't just compliance—it's creating understanding that leads to informed decisions.
Communicating the value of ADAS calibrations with clarity
Frame safety systems in personal terms
If you focus on technical terms like "millimeter wave radar calibration," You’re going to be met with a lot of blank stares. Instead, connect these systems to everyday safety scenarios your customers understand:
"Your car's forward collision warning is designed to alert you before you hit something. After this repair, that system needs recalibration—think of it like making sure a camera is pointed exactly in the right direction before taking a picture”
Or, and this is an analogy our team at Revv uses quite often:
"ADAS sensors work like prescription glasses. They need to be precisely calibrated to work correctly. If your glasses are off by just a small amount, everything you see is distorted. Similarly, if your car's sensors are misaligned by even one degree, at highway speeds that could mean missing an obstacle entirely."
Make the Invisible Visible
ADAS components are often hidden behind bumpers, grilles, or windshields. When practical, show customers:
- The actual sensors being discussed
- Before/after comparison photos of properly aligned vs. misaligned sensing
- Simple diagrams illustrating radar detection fields or camera viewing angles
Addressing the cost conversation head-on
When customers balk at calibration costs, reframe the discussion around three key points:
1. The Value Equation
When talking to customers about the value of calibration, be sure to compare them in relative terms versus just naming a cost.
ADAS component calibrations make up a small fraction of an overall repair after a collision. According to AAA, the total repair costs for a front end collision is approximately $12,000.
Replacing the relevant ADAS components is $1,500 (13.2% of total repair), with ADAS calibrations representing a paltry 3% of the overall cost.
2. The Safety Premium
Emphasize the safety risks of not having a properly calibrated system. Studies show properly functioning ADAS systems reduce accident rates by up to 40%. Depending on the severity of the collision, it might not be only vehicle damage avoided but also potential medical bills and lost work time.
3. The Investment Perspective
Finally, vehicles are a valuable investment. If customers are focused on the cost, explain the fact that vehicles maintain their value better when safety systems function properly. Should they plan on selling the vehicle down the road, their prospective buyer may specifically check these systems during pre-purchase inspections."
Creating Documentation That Protects Everyone
Should customers still not be convinced about the value of ADAS calibration, it's important that you document their decision thoroughly.
This documentation serves as critical liability protection for your shop should any litigation occur. Recent legal precedents have established that repair facilities can be held liable for accidents.
So for every ADAS calibration recommendation, Revv suggests you implement some form of documentation process:
- Clear recommendation record: Document exactly which calibrations are needed and why, tied to specific repairs or alignments performed.
- Education verification: Note that ADAS functionality and calibration necessity were explained to the customer.
- Decision documentation: Whether approved or declined, have customers acknowledge the recommendation with a signature.
Sample language for declined services:
[Editor’s note: this is not legal advice but rather something that you should work with a licensed attorney to properly draft in a contract. What you see below is merely a starting point]
"I understand that my vehicle's [specific ADAS systems] may not function as designed without proper calibration following repairs. I have been informed of the potential safety implications and choose to decline the recommended calibration at this time."
This documentation serves dual purposes: protecting your shop from liability while creating an opportunity for follow-up communication.
Make sure your team is on the same page
When your team can confidently explain why these calibrations matter in customer-relevant terms, you're communicating the genuine value this work will provide. That goes a long way to build trust and positions your shop as a forward-thinking expert in an increasingly complex automotive landscape.
Every employee who interacts with customers should be equipped with:
- Simple explanation scripts for various ADAS systems
- Clear answers to common objections
- Visual aids that simplify complex concepts
- Documentation templates for recommendations and declinations
More importantly, customers who understand these systems (and know you can calibrate them properly) are more likely to return for regular maintenance and refer others to your shop.
The first step: knowing which ADAS features are on-board
Calibrating any given ADAS system requires several things:
- Understanding what ADAS features are on board the vehicle
- Specific OE calibration procedures
- Knowledge of which repairs trigger calibration requirements
Technicians often spend up to 60 minutes per vehicle sifting through fragmented OEM documentation, aftermarket aggregators, and service information to determine what systems are present and what calibrations are needed.
With Revv, you can turn that 60 minutes into 6 seconds. We've taken the complexity of ADAS calibration and transformed it into a streamlined process that protects your business while growing your revenue.
From that first VIN scan to the final invoice, every step is optimized for efficiency and accuracy.
Schedule a demo with our team to learn more
