Prestige and Performance Cars

Redline Specialist Cars

£1m

profit generated during the onboarding and growth phase

98%

of valid claims paid

About

Redline Specialist Cars — one of the UK’s most recognised performance car dealerships Redline Specialist Cars is one of the UK’s leading performance and prestige car retailers. With thousands of high-value vehicles sold every year and a customer base that expects premium standards, Redline operates at serious volume with serious expectations. Behind the scenes, that level of scale brings financial pressure, risk, and operational complexity. Every vehicle sold needs protecting. Every customer expects fast support. And if a warranty programme is not built correctly, costs rise fast, profits disappear, and customers feel the pain. Love Warranty partnered with Redline to transform how their warranty programme worked — turning what was once a liability into a predictable profit centre that also delivers stronger customer outcomes.

Industry

Prestige and Performance Cars

Company size

50 - 100 employees

Founded

1999

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“We needed a warranty partner who understood both performance cars and the reality of running a high-volume dealership. Love Warranty helped us build a programme that protects our customers properly, pays valid claims quickly, and still delivers real profit to the business.”

John Graeme

Operation Director & Co-Founder

The Company

A powerhouse in the UK specialist car market

Redline Specialist Cars has grown into one of the most respected performance car retailers in the country. Known for its stock quality, scale, and customer reach, the business has built a reputation on delivering exceptional vehicles and strong aftersales support.

That success comes with pressure. The volume of vehicles sold, the complexity of specialist and performance models, and the expectations of customers mean their warranty programme must be robust. If a warranty strategy is weak, badly structured, or mispriced, it quickly stops being a support tool and becomes a financial problem.

Redline understood that to keep growing sustainably, their warranty strategy needed to be built correctly — with a healthy fund, strong pricing discipline, and a clear upsell strategy that supports both profit and customer care.

The challenge

A weak fund and almost zero upsell penetration

Before working with Love Warranty, Redline’s warranty setup was not aligned with the scale of the business.

Their fund was not structured correctly, which meant claims created unnecessary financial strain. Upsell penetration was extremely low, meaning customers were not moving into higher levels of protection, and the business was missing out on significant revenue and profit opportunities.

Without a strong base warranty strategy and limited upsell activity, the programme struggled to build the resilience needed to protect Redline and its customers. Claims were being paid, but not in the most sustainable, profitable way. The result was pressure on margins, financial uncertainty, and a warranty setup that was simply not working hard enough for the business.

“We knew our warranty setup wasn’t performing as well as it should. The fund wasn’t where it needed to be, upsells were minimal, and we weren’t getting the commercial benefit a dealership of our size should expect. Working with Love Warranty completely changed that.”

Charles Myers

Buying Manager

The Solution

A structured, disciplined programme that delivers real protection and real profit

Love Warranty worked closely with Redline to rebuild their warranty strategy from the ground up.

First, we ensured a giveaway warranty was placed on every vehicle sold. This delivered consistency, confidence, and a strong foundation for building the fund. Every car sold now contributed to the health and sustainability of the programme.

Next, we focused on upsell performance. Through better pricing, stronger positioning, clearer dealer guidance, and a structured sales approach, Redline increased upsell penetration to around 60%. This dramatically strengthened the fund, increased revenue, and — importantly — gave customers higher levels of protection and support.

With a healthier fund, better structure, and the right strategy behind it, Redline saw more valid claims being paid, faster support for customers, less financial stress, and significantly stronger profitability from their warranty programme.

The warranty stopped being a headache and started becoming a high-performing commercial asset.

The Results

A profitable, resilient, customer-focused warranty programme

The transformation was clear. With disciplined structure, consistent giveaways, and strong upsell performance, Redline’s warranty programme became predictable, scalable, and profitable.

The fund strengthened significantly, meaning more claims were paid faster and with greater confidence. Customers benefited from fair decisions, quick outcomes, and stronger protection. Redline benefited from clear financial performance, stronger margins, and a warranty model that finally supported growth rather than restricting it.

Instead of being reactive, Redline gained control.

Key outcomes include:

Over £1m in profit generated during the onboarding and growth phase
98% of valid claims paid
Faster claims approvals and happier customers
Average review scores rising to 4.9 stars

Redline now operates one of the strongest, most commercially effective dealership warranty programmes in the UK — built correctly, managed intelligently, and structured to win.

“Before Love Warranty, our warranty setup wasn’t working hard enough for us. Now it is structured, profitable, and supports our customers properly. It has made a real difference to how we operate.”

Allan Coates

Transport Manager

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