See a Ferrari or two in Cefalù.
CEO’s message
Capricorn exists for our Members. Every decision we make and every product or service we launch, is about the good of our Members and the Capricorn Community. Our Board plays an important role in getting that right.
This year, Capricorn has a new Chair in Mark Rowe, a new Group CEO in me, and by the time you’re reading this, we’ll have a new Member Director for South Australia and the Northern Territory (voting is underway as I write).
This year we’re also having Director Elections for Member Directors from Victoria/ Tasmania and New South Wales/Australian Capital Territory. Whatever happens we will have a new Member Director in Victoria/Tasmania because the sitting Member Director, Mark Cooper has served the maximum allowable term.
Becoming a Member Director is a great way to give back to the cooperative and the industry, to use your talents to help others, to be part of something bigger and to have a voice at the table where the decisions are made. If you’re looking for a challenge or to play a bigger role in the industry, please consider nominating yourself.
We’ll be holding two informational sessions in May in Sydney and Melbourne for Members to learn more about being on our Board, and the process to nominate. Mark and I encourage you to join us and I look forward to seeing you there.
Our Board meets six times a year in different locations across Australia and New Zealand. Our April meeting is in Auckland and I’m looking forward to getting out and meeting Members while we’re in New Zealand to understand challenges and opportunities first hand. I look forward to saying hello to Members.
Before I go, a reminder that our Rising Stars Award is still open for nominations. This year we’ll be announcing a winner from each of our six Capricorn zones, as well as an overall winner.
Winning the Capricorn Rising Stars can be a career-defining, life-changing honour for the winner—while also boosting the reputation of the workshop that has supported, trained and recognised their talent. It also helps us identify future leaders of the industry. Reading the Rising Stars entries is one of the most inspiring tasks of my year, as it shows the incredible depth and breadth of the talent in our industry.
Please consider nominating your apprentice. A quick reminder that once you’ve nominated your apprentice, they’ll be emailed an application form. Please remind them to complete their application before the end of May.
April is a busy month, with lots of school and public holidays, so stay safe on the roads, and enjoy some time off, if you can.
Brad Gannon Group CEO
April 2025
4
A BIGGER CONSTELLATION OF RISING STARS
More chances to celebrate your star apprentice.
8 FUTURE RIDE: FERRARI F80
See a Ferrari or two in Cefalù.
12 LOOKING AFTER WHAT’S UNDER THE BONNET
Managing mental health in the face of rising challenges.
16 2024 DRIVE LIFE CAR OF THE YEAR AWARDS
Find out which models earned the judges’ approval.
20 HOW SAFE IS YOUR WORKPLACE?
Why you can’t afford to get complacent about safety.
24 CONSISTENT BRANDING
Why it’s essential in today’s busy market. All information, material and content in this edition of Ignition is provided or sourced by Capricorn Society Limited (“Capricorn”) for general information only and is not intended to be advice or comment on any particular matter or subject. Before acting on any information in this edition of Ignition you should consider the relevance of it to your own circumstances and, if necessary, take professional advice. Any opinions expressed in an Ignition article are those of the relevant individual author and do not necessarily reflect the opinions or views of Capricorn. Capricorn makes no representation or warranty as to the accuracy, completeness or reliability of any material (including without limitation, any third party authored article or supplier advertisement in respect of which Capricorn merely acts as conduit) included in this edition of Ignition. To the fullest extent permitted by law, Capricorn, its officers, employees, agents and representatives disclaim any and all liability to you or any other person for any loss or damage whatsoever connected with: i. reliance on any material in Ignition; or ii. any inaccuracy, error or omission in any material in Ignition. If you’d like to stop receiving a printed copy of Ignition, you can opt-out at any time by logging into myCAP and updating your Account settings and Communication Preferences.
A bigger constellation of Rising Stars
This year, there are more chances than ever before to help your apprentice shine.
Marko Graovac
Cooper Bullin
Winning the Capricorn Rising Stars Award can be a career-defining, lifechanging honour for one lucky apprentice each year, but it can also be a transformative experience for those who are named as finalists.
Every year since the competition was founded in 2018, Capricorn’s judges have shortlisted five finalists. While only one goes on to win, the remaining four are also outstanding talents that represent the next generation of our industry’s technicians and leaders.
This year, we will be selecting a Rising Stars Region Winner from each of Capricorn’s six zones—ensuring we’re recognising remarkable apprentices across the breadth of Australia and New Zealand. The Overall Winner will be chosen from among them.
Cooper Bullin, from Road Runner Mechanical Services in WA, was a finalist last year—chosen from 360 entrants.
“I felt very privileged and grateful for the opportunity; it was an awesome experience,” he said. “It’s given me a bit more confidence in myself and towards the jobs I do at work. Some of the boys sort of look up to me now, which makes everything run a bit smoother,” Cooper said.
Cooper Bullin
Marko Graovac
“I think every boss should get involved and nominate their apprentices because it’s also boosted the team’s confidence in the workplace itself—plus the workshop wins prizes, too.”
Marko Graovac, from Hagans Auto Electrical Service in Albury, New South Wales, was another of last year’s finalists. “I definitely felt a sense of achievement and proud of the work that I’ve put in so far, and really happy that my co-workers believed in me enough to nominate me,” he said.
“I think in any career, this one included, confidence is really important when it comes to growth and development and being the best you can be. It’s definitely a confidence boost even to be nominated by your business. It’s not about being the best at this or that, it’s more about having a crack and doing the best you can. But the centre of it all is that confidence. The nomination was a validation of all my hard work.”
Prizes* are awarded to both the Region Winners and the workshops that employ them. In 2025, Region Winners will receive cash and vouchers from sponsors Castrol and Repco valued at $2,258, and the workshop receives a 12-month Autopedia subscription from Repco valued at $1548.
The Overall Winner also receives an additional $5,000 cash and their workshop gets $3,000 in support and advice from The Workshop Whisperer.
Nominations are now open and close on Saturday, 31 May 2025.
Nominate your apprentice at cap.coop/stars
*2025 Capricorn Rising Stars Terms and Conditions apply, visit cap. coop/tc. All prizes are in Australian dollars apart from cash prizes which will be in Australian or New Zealand Dollars depending upon the recipient’s location.
Megan Toia / 2024
Chelsea Bowers / 2023
Gabrielle Clift / 2020
Mark Smith / 2018
Marama Thompson / 2022
Ben Brown/ 2021
Future Ride
The iconic Italian carmaker, which this year releases the F80 to celebrate its 80th birthday, has strong links to Sicily, the location of Capricorn Convention 2026
FERRARI
by
Images
Ferrari
Every few years, residents of Sicily are treated to a spectacular sight. For nearly five days, about 100 Ferraris roar through the streets of the beautiful Italian island as part of the Ferrari Cavalcade. They zoom past all the iconic tourism highlights that Members attending the 2026 Capricorn Convention in Cefalù will get to enjoy—the historic palazzos, an erupting Mount Etna, the stunning Nebrodi Mountains, the picture postcard villages that dot the Tyrrhenian coast.
All generations of the famous Italian carmaker’s vehicles are represented at these invitation-only Cavalcades. They’re hosted in different Italian regions each year but regularly return to Sicily—home of the famous (now long defunct) Targa Florio, where Enzo Ferrari himself often raced—and to Cefalù—where leather racing shoes were made for almost 60 years. Go along to a Cavalcade and you can expect to see the 458 Speciale, the 150 GT Berliner SWB, the Pista Spider, the 599 GTO, and, of course, the Ferrari Enzo, among others.
Ferrari is clearly a manufacturer that celebrates its history and marks its milestones. It celebrated its fortieth birthday with the F40, its fiftieth with the F50. It’s now celebrating its eightieth with the F80. The F80 is the successor to the LaFerrari, and it’s the kind of jawdropping limited-release mega-expensive hypercar that leaves fans of “the prancing horse” drooling.
Billed as Ferrari’s most powerful roadgoing car yet, the F80 isn’t some purring V12. It’s got a hybrid V6 powertrain with a 3.0-litre twin-turbo that generates genuinely staggering 1200 horsepower or 882 kW (900 hp or 662 kW from the F163CF engine and a further 300 hp or 220 kW from the electric front axle and the motor of the hybrid system). It’s an 8-speed dual-clutch F1 DCT, all-wheel drive.
It does zero to 100 kmh in 2.15 seconds (braking distance from 100 kmh is 28 m) and zero to 200 kmh in 5.75 seconds (braking distance from 200 kmh is 98 m).
The top speed is 350 kmh.
The car weighs in at 1525 kg dry and not a gram of that is wasted. The F80 takes everything Ferrari has learned on the track and optimises it for the road. The F80 has a carbon-fibre chassis, extreme aerodynamic solutions far beyond anything we’re used to seeing on the road—creating more than 1000 kg of downforce at 250 kmh.
Ferrari says the architecture of the engine and many of its components are derived from the powerplant of the 499P, which won the 2023 and 2024 editions of the 24 Hours of Le Mans.
FERRARI
F80
But how does it look? Is it as aggressive as the F40, as sleek as the F50 or as awe-inspiring as the LaFerrari? Ferrari says the design has “a strongly futuristic visual impact with unmistakeable references to aerospace”.
The car has a dihedral cross-section with its two bottom corners firmly planted on the wheels. From the side, the rear section has “a sculpted flow that emphasises the muscularity of the entire rear wing”
The front wheelarch ends in a vertical panel that stands proud of the door, “paying homage to the visual language of the F40”.
Like the LaFerrari, it has butterfly doors
Top Gear’s reporters said it was “brutal, challenging, and forward thinking”.
While this is technically a two-seater, the cockpit has a distinctly single-seater feel. The architecture of the car is so extreme Ferrari has had to narrow the cabin, meaning the passenger seat is set slightly back and resembles nothing so much as a child’s safety seat, so they’re describing the vehicle’s carrying capacity as “one-plus”.
There’s also a new steering wheel design which Ferrari says they will use on all roadgoing models from now on. It has flattened top and bottom rims and a smaller boss to improve visibility. Ferrari has also ditched the full digital steering wheel layout used in recent years, heralding the return of “buttons that can be instantly identified by touch”.
The price tag is north of A$5 million. While Lewis Hamilton could sneeze and have that kind of change fall out of his pocket, for most of us, it puts the F80 beyond our reach (and all its 799 subscriptions have been filled in any case). So, if you really want to experience an F80 in action, you’ll just have to get along to a Ferrari Cavalcade someday. Sadly, it's not happening when the Convention is on in Cefalù, but it’s Italy—you’re bound to spot a Ferrari or two cruising the streets!
Ferrari GTC4 Lusso on the historic streets of Cefalù
Looking after what’s
UNDER the BONNET
Managing mental health in the face of rising business challenges.
Running a business can be stressful. Concerns about rising costs, cash flow, regulations, new technology, demanding customers, managing employees and more provide plenty to keep business owners awake at night.
Perhaps it’s no surprise that 40 per cent of small-business to medium-sized-business owners experience a mental health condition during their lifetime, according to data from mental health charity Beyond Blue.
Our most recent State of the Nation research found 54 per cent of Members experienced challenges with work-life balance and finding time to take a holiday.
Looking after what’s
UNDER the BONNET
We we asked Beyond Blue’s Clinical Spokesperson Dr. Luke Martin for his advice to business owners for looking after their mental health.
How can Members recognise they or a loved one might be struggling with their mental health?
Some of the key signs are feeling constantly stressed, tense, irritable, overwhelmed and with a racing mind that you can’t switch off. You might also be having trouble sleeping. Or you might be feeling low in mood and not enjoying things you used to enjoy, and you might be withdrawing socially. You might also be having trouble concentrating and are feeling less productive in your business. You might be taking things
inside. The conversation is also about encouraging them to seek support and helping them explore their options for doing that. It could be seeing a GP or ringing a mental health helpline.
It can take time until someone is ready to open up about how they’re feeling, so we need to be patient and plant the seed that you’re willing to have that conversation.
What is your recipe for good mental health?
We sometimes talk about “the three B’s”.
more personally and have become critical of yourself.
When we notice these kinds of signs in ourselves or others, it’s important to act early rather than wait until things get even worse. Getting support early can make a big difference and really reduce the impact on your life.
What
steps can families and friends take?
The first step is having a supportive conversation where we listen without judgement to what’s going on for them. Asking how they are, and listening to understand can be so helpful. That can help people feel less alone, and the experience of talking can help them start making sense of what’s going on
Boundaries: Focus on doing what’s most important, rather than doing more. Saying no more often can reduce demands and keep things achievable. Put some parameters around your workday where you can or at least pick some short time windows where you will disconnect entirely from the business. Ensure you’re taking some longer breaks during the year when the business isn’t at its busiest.
Balance: To be a well person, we need to be a whole person. Not just a business owner. We can’t be in perfect balance all the time; that’s unrealistic. But catch yourself if you’ve been off balance for too long. Make sure you’re carving out time for family and friends. Make sure you have an activity, or a hobby or project that is only for you and has nothing to do with work.
Luke Martin, Beyond Blue
Better self-care: When you’re busy, self-care is often one of the first things that goes out the window. But that’s the time to turn it up, so you’ve got the energy and focus to perform for your business. Getting the basics right—physical activity, getting enough sleep, eating well, connecting with friends and family—can make a big difference.
What resources are available to help?
Those looking for immediate assistance with mental health concerns can call the following helplines 24 hours a day: Need to Talk? Helpline: Call or text 1737
Lifeline: 0800 543 354 (0800 LIFELINE) or free text 4357 (HELP)
Samaritans: 0800 726 666
Depression Helpline: 0800 111 757 or free text 4202
Business.gov.nz also has a range of mental health and wellbeing support resources, including e-learning, webinars and articles available at business.govt.nz/ wellbeing-support
First Steps is another organisation focused on “working together to prioritise the health and wellbeing of Aotearoa’s business backbone”. They aim to create “a space that encourages business owners, managers and employees to prioritise wellbeing and awareness, so they can continue to grow impactful and profitable businesses while living balanced and fulfilling lives.” Their website contains a range of online resources and training as well as listings for a range of qualified registered providers and wellbeing professionals that business owners can reach out to, visit firststeps.nz.
Car of the Year 2024 Awards
The DriveLife team, we reviewed 60 cars in 2024, and as always, it’s hard to pick a winner for any of our ‘special’ categories.
To be clear, we don’t do boring award categories like ‘Best SUV’, or ‘Best Medium Hybrid Hatchback’. That’s not how we roll here at DriveLife, so we stick to categories like Hottest Car, Driver’s Car, or Coolest Gadget.
BEST VALUE CAR OF THE YEAR
The value for money award is a subjective thing but is sometimes overlooked. Regardless of cost, this award represents excellent value in technology, performance, safety – or just features –compared to their competitors.
WINNER Omoda E5
From the outside the Omoda E5 is a modern-styled mid-sized cross over SUV and looks pretty good. But inside, it is like an upmarket European car, with a great luxury finish. Add to this the raft of safety systems - 15 as standard - plus heated seats all around.
Even though the Omoda is a full EV, it drives more like an everyday combustion engine vehicle, avoiding the superfast acceleration times, and focusing more on economic driving. Considering it was the first Omoda I have ever driven, we were so impressed by the E5, it had to take out our award for Best Value Car of the Year.
As we have learnt we need to do every year, there are rules we need to tell you about. We have criteria that must be adhered to, such as the car having been reviewed in New Zealand. The review must have been published in the 2024 calendar year and the car must have been supplied by a distributor or brand–not a dealer.
DRIVER’S CAR OF THE YEAR
FAMILY CAR OF THE YEAR
This award is all about practicality, and if you could only have one car, then which would be the best all-around vehicle for the family of today?
WINNER GWM Tank 500
What can we say, “it's a tank” and it's a great big versatile family tank at that. It’s $82,990, but that’s in line with most vehicles well over the $100k mark. It does everything they can do, and it does it in style and comfort.
We put the Tank 500 in the same league as a Mercedes S Class in terms of spec and luxury feel. It has 7 seats, 4-wheel drive and a glass roof. GWM Tank 500 handles itself very well in the city and on the highway, and it does it all while transporting you in comfort. There are not many vehicles on the market that can do that for the price GWM can.
This award goes beyond you grinning when you approach the car, eager to get behind the wheel. To be eligible for this award, the driver must be grinning about the drive, without even seeing the car; that’s the sign of a true driver’s car.
WINNER
Hyundai IONIQ 5 N
The IONIQ 5 N excels in the driving experience with customisable performance settings. The fake gear change is brilliant, just like “a real driving sim” only so much better. For starters, the G-forces are real. It is genuinely so addictive and so rewarding.
At the touch of a button, the car can go from being a comfortable SUV taking the family on holiday, driven down to the shops, or transformed to race-ready for high-speed on a track or in drifting mode - and it is seriously competent at all of these.
HOTTEST CAR OF THE YEAR
This award is all about looks. Which vehicle would create the best bedroom poster, desktop or phone background?
WINNER
Mercedes-AMG SL63
We're not sure any words are required here - just look at this car! While 95% of any German cars we review come in grey or silver, Mercedes-Benz made the right choice and sent us the AMG SL63 4MATIC in Spectral Blue.
Windows up or down, top up or down, this car pops out from the page - or a poster - like a mad thing. We love it.
LUXURY CAR OF THE YEAR
The luxury award represents the pinnacle of what manufacturers can offer in terms of comfort, quality, and style.
WINNER
Mercedes-Benz GLS 450d
The Mercedes-Benz GLS 450d could win this award simply with its interior. It’s a work of art and built to absolute quality. Then you get to the outside, and it’s not only big, but so well-proportioned that it just looks right.
And while this award doesn’t really mention the drivetrain,
the six-cylinder diesel motor in the 450d is an absolute gem; powerful, torquey, and oh-so smooth. It’s quiet, too, but takes on a hum like it’s a turbine. It was not difficult to award the 2024 Mercedes-Benz 450d our Luxury Car of the Year award; it’s outstanding in nearly all respects.
TOUGHEST CAR OF THE YEAR
This award is about the rough and tough. Which vehicle would take you over the toughest terrain while trying to survive a zombie apocalypse?
WINNER
Suzuki Jimny 5-Door
You might be thinking that the pint-sized Suzuki is the absolute opposite of tough, and you’re probably right if you’re equating toughness with mass and strength. But hey, this little off-roader has been defying the odds and proving that size doesn’t matter since 1970.
Suzuki has bucked the trend in the most enjoyable way. Following the philosophy of "if it ain’t broke, don’t fix it," the Jimny formula has remained largely unaltered. Its go-anywhere abilities are legendary, and its reliability and ruggedness are like that of a trusty old dog that always finds its way home.
The new model keeps everything that was great from the original and is likely to expand its appeal with the addition of a couple of doors and some extra space.
2024 DriveLife CAR OF THE YEAR
And so, it comes to this–our Car of the Year for 2024. This award is for the best car of the year and is only open to those vehicles that we rated above 8.0 in our reviews. We take many things into account to award our Car of the Year, so it’s not focused on just one aspect.
WINNER
Hyundai IONIQ 5 N
The Hyundai IONIQ 5 N is an exceptional all-rounder, combining thrilling performance with everyday usability. It is an engineering marvel that delivers as both a high-performance sports car and an SUV-sized family car, where there are no compromises.
It's like having your cake and eating it too, but in this case, the
cake is a powerful and eco-friendly car that makes you feel like a race car driver on your way to pick up groceries. While we tested many cars in 2024, the Hyundai IONIQ 5 N blew away all that drove it by achieving something others have tried but failed to do: build an engaging, good-handling performance EV and making it a true driver’s car.
With World Day for Safety and Health at Work coming up on 28 April, it’s a good time to think about just how safe your workshop is for you and your team.
In 2023, 200 Australians and 62
New Zealanders died as a result of an injury at work, according to data from the relevant Worksafe agencies. Thousands more were seriously injured—139,000 in Australia and 34,887 in New Zealand.
As Marie Boland, Chief Executive of Safe Work Australia said: “All workers have the right to a healthy and safe working environment and any workplace death is unacceptable. The fact that 200 people did not come home from work in 2023 reminds us that we cannot afford to be complacent.”
Neither the Australian nor New Zealand figures specifically show deaths and injuries in automotive aftermarket, but of Australian serious claims, relevant causes included body stressing (33%), trips and falls (22%), being hit by moving objects (16%) and vehicle incidents (4.9%).
WorkSafe Victoria has a list of our industry’s most common injuries:
Back— 16% (muscle stress/strain from lifting, bending, pulling, pushing)
Ear — 13% (hearing loss)
Shoulder — 12% (muscle stress/ strain, traumatic joint injury from falling)
Hand — 12% (wound/lacerations, crushing)
Knee — 10% (traumatic joint/ muscle injury or strain from squatting/kneeling/slipping/ tripping)
Arm/forearm/wrist — 6% (muscle stress/strain)
Abdomen — 5% (traumatic injury/strain from lifting/twisting/ repetition/falling/slipping/ tripping)
Beyond the personal impact, workplace injuries have consequences for business operations, too. In New Zealand, almost 14,000 workplace injuries resulted in the employee taking more than a week off work in 2023. In Australia that year, the median time taken off for serious injury was 7.2 weeks—and the median compensation payout was $14,400.
A 2022 study by Deloitte found workplace injuries over a 10year period had cost Australian businesses a productivity loss equivalent to 2.2 million full-time employees, resulting in $37.6 billion in health costs and $49.5 billion in other employee overheads.
WorkSafe Western Australia lists a range of benefits to small businesses from providing a safe and healthy working environment for employees, including:
Fostering loyalty and improving employee retention rates
Increased efficiency by reducing workplace injuries
Avoiding disruption to business activity
Improved sustainability for family businesses
Reduced business insurance, based on a good safety record
Avoiding the costs of compensation, fines and legal action
SafeWork New South Wales recommends building a health and safety culture.
“A productive, healthy and safe workplace shows that everyone shares common values that make worker health and safety a priority,” the organisation states. “It means that everyone anticipates unsafe acts and corrects them before harm is done. It demonstrates that injury and prevention are a priority and everyone takes ownership of health and safety issues.”
It recommends:
Providing training
Continually reviewing procedures
Establishing an accredited work health and safety management system
Introducing specific health-related programs.
The advent of World Day for Safety and Health at Work gives us all the opportunity to take a step back and ask, “is my workplace as safe as it could possibly be?”. If the answer is “no”, it’s your obligation to take action and reduce risks wherever you can.
WorkSafe New Zealand has a range of complimentary interactive tools, animated videos, quizzes, toolkits, case studies, templates and forms available at worksafe.govt.nz
PREFERRED SUPPLIER PROFILE
8
Filterpro, a New Zealand owned and operated business, is a stockist of top-quality filtration products from renowned brands like Donaldson, Fleetguard, Sakura, and Fram. The extensive range of filters ensures that there is a suitable fit for every vehicle and machine, keeping them running smoothly and efficiently.
In addition to filtration products, Filterpro offers Power Up lubricants and a variety of chemicals to meet all maintenance needs. Whether servicing a fleet of trucks or stocking up for personal vehicles, Filterpro provides everything required to keep things running smoothly.
The team of experts at Filterpro is always available to assist in finding the perfect products for specific needs. With a large selection and exceptional customer service, they are a reliable source for all filtration and lubricant needs.
filterpro.co.nz
Bearing Supplies is proudly New Zealand owned and operated. They are a leading distributor and importer of NACHI & KOYO bearings, also handling a number of well-known brands including TIMKEN, FAG, NTN, NSK, IKO, INA and RHP plus many more.
Specialising in wheel bearings and hub units for most vehicles on New Zealand roads, Bearing Supplies offers both OEM brands and economy options. Their product range includes oil seals, chains, vee belts, speedi sleeves and circlips.
Their user-friendly website also allows customers to search for parts by vehicle registration, with pricing, stock availability and images available for reference. Orders placed before 4:30pm are shipped the same day for next-day delivery.
bearingsupplies.co.nz
Consistent branding essential in today’s busy market
by Geoff Mutton
Any business owner will tell you that word of mouth is the best advertising you can get. That’s true, but in today’s cluttered marketplace, your business name – and more importantly, your brand – needs a little extra help to cut through the noise.
Advertising is one of the most obvious methods of widening your market reach, but the auto aftermarket is not traditionally a big advertiser. There’s one component of advertising that should never be neglected, and that’s branding.
A brand is more than just a logo or a catchy slogan. It reflects the essence of your business, encapsulating your values, services, and the promise you make to your customers. It is the perception that people have of your workshop, and it plays a pivotal role in influencing their decision to choose your services over others. A brand is the identity of your business. It encompasses everything from your workshop’s name, logo, and colour scheme to the way you communicate with your customers and the quality of service you provide.
It is the story you tell and the experience you offer. A well-defined brand conveys professionalism, reliability and trustworthiness, all of which are essential qualities in the automotive industry.
Customers often form their first impression of a business based on its brand. A strong, positive brand can instil confidence and trust, making potential customers more likely
to choose your workshop for their repair needs. Conversely, a weak or inconsistent brand can lead to doubts about the quality of your services. In an industry where trust is paramount, a well-crafted brand can be the deciding factor in a customer’s choice.
Branding also influences customer loyalty. When customers have a positive experience with your workshop and associate it with a strong brand, they are more likely to return for future services and recommend your workshop to others. This word-of-mouth marketing is invaluable and can significantly impact your workshop’s growth and reputation.
Traditional advertising aside, there are many ways to create a strong brand for your business.
Service stickers: They might be small, but collectively they say a lot about your business and your brand. From their prime position on the top corner of the customer’s windscreen, they are an instant reference if the vehicle has a problem or needs a service. There are many ways to use these simple devices – service reminders, battery installation date, or air conditioning service reminders. For a flourish, add key rings and business cards to the list.
Workshop signage: Clear and attractive signage is essential for creating a strong brand presence. It helps customers find you and reinforces your brand identity every time they visit.
Courtesy vehicle: Branding your courtesy vehicles with your logo and contact information turns them into mobile advertisements. This not only increases brand visibility but also conveys professionalism and reliability.
Database marketing: Consistent communication with your customer database keeps your workshop front of mind with your customers. Sending service reminders, business updates and targeted promotions will strengthen customer relationships and reinforce your brand.
Website: In today’s digital age, a website is a crucial component of your brand. It should be userfriendly, informative, and reflect the values and services of your workshop. A professional website can enhance credibility and make it easier for customers to find and contact you.
Social media: Platforms like Facebook, Instagram and Twitter offer opportunities to engage with customers and showcase your expertise. Consistent branding
across social media channels helps build a community around your workshop and keeps your brand top of mind.
The positive impact of consistent branding
Consistency is key when it comes to branding. A consistent brand message across all touchpoints, whether it’s your website, social media, or physical signage, reinforces your workshop’s identity and builds trust with customers. When customers encounter the same branding elements repeatedly, it creates a sense of familiarity and reliability.
For existing customers, consistent branding reassures them that they can expect the same high level of service every time they visit your workshop. It strengthens their loyalty and encourages repeat business. Additionally, satisfied customers are more likely to refer friends and family to a workshop they trust, expanding your customer base through word of mouth.
For attracting new customers, a strong and consistent brand can differentiate your workshop from competitors. In a crowded market, a unique brand identity can capture the attention of potential customers and make your workshop more
memorable. Whether it’s through eye-catching vehicle signage or engaging social media content, a well-executed branding strategy can draw in new business.
By investing in various types of branding and maintaining consistency across all platforms, a workshop can enhance its reputation, retain existing customers, and attract new ones. In the competitive automotive industry, a strong brand is a necessity.
Win a PIZ ZA TREAT
for your whole team with CAP ezi-parts
Get a pi a the action!
Use CAP ezi-parts in April, May, or June for your chance to win! We’re serving up five hot chances to win every month!
Automatically receive an entry into the draw when you purchase through CAP ezi-parts using your Capricorn Trade Account. Five pizza treats to be won each month for the whole team to enjoy! Purchase at least once per month to maximise your chances. Unlimited entries!
Request your parts today at cap.coop/capeziparts
ezi-parts
Fun Zone
SPOT THE DIFFERENCE (5 differences to find!) Last
Submit your entry at cap.coop/funzone by 30 April 2025
February winner: RUSSELLS PAINT & PANEL who WON 5,000 Bonus Rewards Points
Please
WORD HUNTER (15 words to find!)
Apprentice
Bonnet
Consistent
Improve Managing
Nomination
Powerful
Recognition
Region
Rising
Steering
Unlock
Workshop
GIVE YOUR APPRENTICE THE RECOGNITION THEY DESERVE!
Nominate your apprentice for Capricorn Rising Stars. Over $30,000 IN CASH AND PRIZES TO BE WON!*
Entries close on Saturday, 31 May 2025
Nominate at cap.coop/stars
*Terms and Conditions apply, visit cap.coop/tc
