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expertiseto the family automobile, more hardware/ homecenters are finding it advantageous to stock automotive products. As of the last count, 619o of the hardware/home centers across the country maintain an automotive section of sorts.

Automotive supplies meet the needs of the 62.2 million individuals who, according to an A.C. Nielsen Co. survey, participate in one or more of 23 automotive d-i-y tasks. Other figures point out that there are I 05, 800,000 passenger cars operating in the U.S. with an average car age of 6.8 years, a challenging potential for routine maintenance as well as simple repairs.

The d-i-y jobs pinpointed by the Nielsen survey ranged from changing the anti-freeze to installing a radio, stereo or CB. Other sources indicate that950/o of the auto d-i-yers wax and polish their vehicles; 9290 change or add oil; 9090 change oil, air and gas filters; 8490 change spark plugs and points; 8490 change coolant; 720/o change ignition wires; 3590 do their own tuneups.

Statistics divulge an automotive d-i-yer with a profile matching that of a hardware/home center do-ityourselfer. This shopper is a male

Story at a Glance

More than half of hardware/ home centers have automotive depts.. sales nearly triple in less than 10 years peak volume still ahead .. . aggressive merchandising pays off.

between 18 and 49 years of age, with an income between $15,000 and $22,000, and owns two cars. Motivation for 770/o of the do-it-yourselfers is saving money; 5490 enjoy doing the work, adding up to more than 10090 because some are motivated by a combination of enjoyment and saving.

A recent Home Center Institute survey revealed that automotive sales per square foot had increased from $45 in 1975 to $lZ in 1981. Other surveys show consumer sales totaling $307 million with annual turns of 4.5 and a gross margin of 2690, which translates into a gross margin return on investment of llTs/0. Figures derived from an Automotive Parts & Accessories Association report put the d-i-y portion of the $53 billion automotive aftermarket at over $12 billion. This figure is for retail although not necessarily hardware/ home center sales.

Top volume producers are motor oil, plugs and points, filters, coolants, additives, waxes and polishes, wiper blades, floor mats, body repair materials and d-i-y books.

The message throughout the industry seems to be that there is money to be made by an alert dealer with aggressive marketing. Support from a wholesaler or supplier can provide an advantage. This help includes modular programs with plan-o-grams and suggested assortments as well as help in selecting the right product mix for the d-i-y customers. Co-op advertising, consumer refunds, in-store sales aids, attractive and secure packaging are other pluses from the distributors who are well aware that a large market can be reached through the hardware/home center.

Smart, aggressive marketing will provide assurance for the consumer who has the inclination to do his own work. His confidence is built with the help of knowledgeable sales people, how-to-literature, self-help guides and car clinics. Just as in do-ityourself projects for the home, satisfied customers develop business.

ItIERCHANDIS|NG tool for the do-it-yourself aulomotive aftermarket puts Motorcraft packaged parts into a display rack which can be custom assembled to meet the needs of the hardware/homecenter retailer. (8elow) Attractive, informative packaging with bubble packs for security on small parts from AC/Delco encourages self service.

Many in the automotive aftermarket feel that the d-i-y demand has just begun, with the peak years still in the future. Dealers who are not part of the scene may be missing something.