Service Station & Garage Management April 2012

SSGM Service Station and Garage Management READ BY AUTOMOTIVE REPAIR SHOP OWNERS AND TECHNICIANS SINCE 1955

APRIL 2012

OIL REPORT SSGM April 2012

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SSGM what’s inside April 2012

Vol. 42 No. 3

Service Station and Garage Management

EDITOR Tom Venetis (416) 510-6790 tom@ssgm.com TECHNICAL EDITOR Jim Anderton jim@ssgm.com CONTRIBUTING WRITER Nestor Gula PUBLISHER Marc Gadbois (416) 510-6776 marc@ssgm.com SALES MANAGER Jay Armstrong (416) 510-6745 ACCOUNT MANAGER Jim Petsis (416) 510-6842

CIRCULATION MANAGER Selina Rahaman (416) 442-5600 ext 3528 srahaman@bizinfogroup.ca SUBSCRIPTION ENQUIRIES Roshni Thava (416) 442-5600 ext 3555

See Page 12

ART DIRECTOR Ron Taylor

See Page 18

PRODUCTION MANAGER Steve Hofmann (416) 510-6757

Oil Report Smaller, efficient engines driving oil innovation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

PRINT PRODUCTION MANAGER Phyllis Wright VICE PRESIDENT CANADIAN PUBLISHING Alex Papanou

Brake Report The evolution of braking. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

PRESIDENT BUSINESS INFORMATION GROUP Bruce Creighton

Shop Profile Joe Dacosta’s old-fashioned customer values. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Starter Problems The first tool in starter diagnosis is common sense . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Tire Report Tackling some common tire myths. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

A/C Report Conference covers tips for tackling new variable compressors. . . . . . . . . . . . . . . . . . . . . . . . 32

Succession Planning You will one day retire. Are you ready to ask the hard questions?. . . . . . . . . . . . . . . . . . . . . . 34

Departments Editorial. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 News. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Jim’s Rant. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Baywatch . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 Phil Sasso . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 Internet Directory. . . . . . . . . . . . . . . . . . . . . . . . . . 62 Advertiser Index. . . . . . . . . . . . . . . . . . . . . . . . . . . 62

*For BlackBerrys: Go to your BlackBerry messenger and select Scan Barcode. *For iPhones: Use the App Store to download Beetagg Reader Pro.

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“We acknowledge the financial support of the Government of Canada through the Canada Periodical Fund (CPF) for our publishing activities.”

In association with CANADIAN

AUTOMOTIVE Member of

Technician

Inc.

AWARD-WINNING MAGAZINE HEAD OFFICE Business Information Group 80 Valleybrook Drive Toronto, ON M3B 2S9 Contact us via one of the following methods: Telephone: 416-442-5600 Facsimile: 416-510-5169 Website: www.ssgm.com Service Station and Garage Management is published

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|| Tom’s Editorial

Zoom, Zoom!

Really?

C

By Tom Venetis, Editor

How much horsepower do most people really need? The reality is most drive on average less than 40 km a day, commuting to work and running errands.

While we may imagine ourselves slamming the pedal like Top Gear’s Jeremy Clarkson, we are more likely stuck in traffic going to the school to pick up the kids at a modest 50 km.

ould we sometime soon see vehicles using engines with only three cylinders?

With gasoline prices once more creeping up and the economy in the doldrums, there is talk once more of these small engines making a comeback. Skeptics will point to the ill-fated ventures of Suzuki with the Swift and General Motors with the Metro and Geo Metro. While praised for their fuel efficiency, they were dubbed ‘gutless wonders,’ slow on acceleration, noisy and terrible when trying to go up hills.

That has not stopped car makers from looking into these engines once more.

Volkswagen, BMW and Ford are developing three-cylinder engines that can achieve high fuel mileage while producing the horsepower traditionally associated with much larger, more powerful engines.

There is no reason why three-cylinder engines could not be common in the future. Look at what has happened with four-cylinder engines. In the last several years, four-cylinder engine technology has vastly improved in the areas of power and torque while still being easy on the gasoline tank. They represent a significant part of the vehicles sales market today. And we can’t forget that fourcylinder engines were also considered a cruel joke hoisted onto the driving public when first proposed and manufactured.

Yes, three-cylinder engines seem a joke, the Dodo bird of engines. The laughing will stop when these little engines are putting out 150 horsepower or more while sipping gasoline, if the OEM engine researchers are to be believed.

It certainly helps that new emissions and fuel economy standards being pushed in the United States are pushing the engineers down this path as well.

The obstacle will remain perception about the realities of people’s driving habits.

Let’s be honest for a minute here. How much horsepower do most people really need? The reality is most drive on average less than 40 km a day, commuting to and from work, and running errands such as picking up groceries and the kids from school or sports events. While we may imagine ourselves slamming the pedal down like Top Gear’s Jeremy Clarkson (I think ‘Captain Slow’ is the better driver and a braver one at that), we are more likely stuck in traffic or driving a modest 50 km/h, if that. A fuel-efficient three-cylinder car likely will be just fine for 90 per cent of people who own vehicles.

Don’t believe me? For 20 years, my wife owned and drove a 1991 Honda Civic, a modest four-cylinder car that produced a stunning 85 horsepower.

Guess what: it did its job just fine. If a three-cylinder car that did everything that old Honda Civic did, I would not hesitate to buy one. But then, Suum Cuique, as the expression goes.

What do you think?

Have your say and speak your mind! letterstotheeditor@ssgm.com 6 SSGM April 2012

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www.ssgm.com

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|| News Briefs Autologic Diagnostics, WORLDPAC Training Institute (WTI), Direct Capital Partner Conference and Tech Sessions

Autologic Diagnostics, in partnership with WORLDPAC Training Institute (WTI) and Direct Capital, hosted their third annual National Conference and Tech Sessions at the M Resort, Spa, and Casino in Las Vegas, Nevada. Three hundred attendees from across the US and around the globe were in attendance.

The NCTS was comprised of two days of training classes. BMW, Mercedes-Benz, Porsche, Land Rover, and Volkswagen/Audi lines were covered, as well as WORLDPAC classes on BMW, Volvo, and shop management. Along with the training classes, Open Sessions were held for Land Rover, MercedesBenz, and Porsche providing the chance for greater personal interaction.

The UK’s Brian Chaffe was flown in to teach BMW F Series. Caleb Pacheco, Justin Kidd, Rob Pevera, Dave Meseck and Steve Young, from Autologic Diagnostics Inc. taught Porsche, CIP, Mini, Land Rover and MercedesBenz, respectively.

Saturday’s classes included Volkwagen/Audi taught by Gary Machiros,

and featured WORLDPAC classes.

Special guests from WORLDPAC were Eric Scharping teaching BMW Engine III; Allen Osborne and Jimmy Abercrombie teaching Volvo; and Scott Wheeler teaching Increasing Sales Success. Also on Saturday were the Open Sessions for Mercedes, Land Rover, and Porsche.

At the closing dinner, Peter Toland, managing director of Autologic Diagnostics Ltd., addressed the audience and thanked everyone for attending and making the event a great success.

Peter also thanked WORLDPAC and Direct Capital for all of their help, and everyone behind the scenes. He also announced that, while next year we will be back on the east coast in Orlando, the 2014 NCTS will be brought back to the M Resort.

Gates Launches Performance Center

Gates Canada Inc. has launched an online training solution that allows counter personnel and techs the opportunity to train anywhere, anytime.

The online training solution offers technicians and counterpersons the chance to learn the latest information about belts, hoses and hydraulic prod-

Win with Mobil and Jet Away on a Hawaiian Escape

For the third straight year, Imperial Oil is rewarding loyal customers of Mobil 1 and Mobil Delvac.

Mobil customers in Canada can enter for a chance to win one of three Hawaiian Escapes worth approximately $8,000 each. During the long Canadian winter, imagine an opportunity to jet away to a warm, sunny climate like Hawaii – a possibility with this year’s Win with Mobil promotion. As well, there are 90 Netbooks to be won through the daily instant prize giveaway. Imperial’s Win with Mobil contest runs between Feb. 1, 2012 and April 30, 2012.

“Our Win with Mobil promotion gives us a chance to reward our valued Mobil customers in Canada,” said Heather Burkett, marketing manager, lubricants and specialties, Imperial Oil. “Mobil is one of the most widely known and trusted performance brands in the world, especially when it comes to producing technologically-advanced products for customers who want the very best.”

Customers can enter the Win with Mobil contest and find additional contest details at www.winwithmobil.ca For additional chances to win the grand prize, customers are encouraged to visit participating Mobil retailers and pick up a contest entry ballot. Retailers participating in the Win with Mobil contest can be found at: www.winwithmobil.ca In 2011, the Win with Mobil contest offered customers the chance to win one of three dream vacations. Imperial congratulates last year’s winners Donna-Mae Tegelberg of Eriksdale, Man.; Joseph Brazas of Toronto; and Francois Seguin of Coteau-du-Lac, Que. 8 SSGM April 2012

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ucts. Other training programs included in the online training center are automotive and heavy duty accessory belt and drive system training, timing system training and cooling system training. Interested persons should visit gatesaftermarkettrainingcenter.com to get started.

Pirelli Canada Partners with CAA-Quebec

Pirelli Canada has partnered with CAA-Québec to offer the over one million members of the not-for-profit organization special rebates on the purchase of Pirelli Tires.

CAA--Québec <http://www. caaquebec.com/> seeks to provide its members and customers with a feeling of security and peace of mind by providing very high-quality automotive, travel, residential and financial services and products, including the new rebates for Pirelli tire products. Pirelli is the premium reference in high and ultra-high-performance tires for cars, trucks, SUVs, crossovers and motorcycles. In part through its partnership with CAA-Québec, Pirelli strives to introduce its full line of products to the Canadian consumer, highlighting the company’s shared goals of sustainability and environmental responsibility.

Until the end of the year customers will receive five dollars off each Pirelli tire purchased with proof of a valid CAAQuébec membership.

“Pirelli is dedicated to sustainable development in the automotive space,” said Mattia Bussacchini, president of Pirelli Canada. “Pirelli is the global automotive leader in sustainability, recognized by organizations such as Dow Jones and STOXX as a company that actively practices and promotes sustainable best practices and are pleased to have the opportunity to partner with such an important organization that shares these commitments.”

Pirelli Earns Two ‘Best Buy’ Ratings from Consumers Digest

Two of Pirelli’s most popular consumer tire products – the P Zero Nero All Season and the Scorpion Verde All Season – were named a Consumers Digest “Best Buy” in the publication’s www.ssgm.com

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|| News Briefs January/February 2012 issue featuring reviews of radial passenger tires.

According to the publication, a Best Buy is a product that delivers exceptional value for a given amount of money and merits special attention from consumers. Consumers Digest’s Best Buys in tires were selected based on performance, features, expected tread life and warranty. The Consumers Digest comparison list shows toprated tire values in Premium (P), Midrange (M) and Economy (E) segments.

“We are very proud to have been selected by Consumers Digest,” said Tom Gravalos, vice-president of marketing, Motorsport and Original Equipment at Pirelli Tire North America. “Pirelli Tires have been the original equipment on the world’s finest vehicles for over a century. The P Zero Nero All Season and Scorpion Verde All Season tires are marquis brands in the North American markets. Each has been recognized as the reference in its respective segment, and receiving a “Best Buy” designation from Consumers Digest is a testament to our product’s quality and design.”

Toyota’s Canadian Manufacturing Operation to Increase RAV4 volume

Toyota Motor Manufacturing Canada Inc. announced that it will increase RAV4 production at its Woodstock, Ontario assembly plant from 150,000 annual capacity to 200,000 vehicles in early 2013. Ultimately, this $80 million investment will result in about 400 new jobs between now and implementation. This initiative is one of several projects announced in 2011 under the name, Project Green Light.

Supported by both the Government of Canada and the Government of Ontario, TMMC began a variety of new initiatives in Canada last year designed to help increase productivity and support the production of greener, more fuel efficient vehicles.

Prior to today’s announcement, the company revealed that the first Toyota electric vehicle to be built in North America, the new RAV4 EV, would be made in Woodstock beginning in 2012. TMMC currently manufactures 10 SSGM April 2012

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the Toyota Corolla, Toyota Matrix, Toyota RAV4, and the Lexus RX 350 vehicles and has two plants in Cambridge, ON and one plant in Woodstock, ON. The company currently employs approximately 6,500.

TMMC Chairman Ray Tanguay said, “We are optimistic that the market is coming back and we’re grateful for the strong sales of the RAV4 in the North American market, which has created this increase in production and jobs.”

Brian Krinock, president of TMMC, gave credit to TMMC employees for their strong focus. He said, “From the moment TMMC opened the Woodstock plant, Team Members have consistently built quality in to each and every RAV4. Our customers recognize and appreciate their skill.”

Representatives from both the Federal and Provincial governments praised Toyota Motor Manufacturing Canada for helping to keep the Canadian automotive industry strong.

“Our Government welcomes the news of increased production at Toyota’s Woodstock plant, and congratulates the company on the success of the RAV 4,” said the Honourable Christian Paradis, Minister of Industry. “Together, Toyota’s Canadian plants represent one of the company’s largest, most successful manufacturing operations in the world, leading to jobs and growth in those communities and for Canadians.”

The Honourable Brad Duguid, Minister of Economic Development and Innovation added, “I’m pleased to see that Toyota will be increasing production of the RAV4, resulting in the creation of more jobs in this important sector. This is great news for the auto industry in Ontario and shows the strength and diversity of the sector in the province. This expansion demonstrates that Ontario made the right decision by supporting the development of Toyota’s manufacturing presence here in Ontario.”

AIA Canada Supports Research and Development in Canadian Auto Sector

The Automotive Industries Association (AIA) of Canada commends The

Honourable Gary Goodyear, Minister of State (Science and Technology) for his announcement that six new projects will be funded with support from the Automotive Partnership Canada initiative and the automotive industry. These projects will allow the automotive sector to significantly enhance the efficiency of vehicles on Canadian roads.

Global economic challenges are turning the automotive industry in new directions and the Automotive Partnership Canada initiative’s funding provides companies, both in manufacturing and in the aftermarket, greater opportunity to stay at the forefront of innovation. Newly funded projects such as the Long-Lived, High-EnergyDensity and Low-Cost Lithium-Ion Batteries for Automotive, Grid Energy and Medical plan would enable batteries to last longer and would benefit not only the automotive industry, but Canadian drivers as a whole.

“Results from the 2011 Canadian Automotive Aftermarket Demand Study, prepared by DesRosiers Automotive Consultants for AIA Canada showed that 5.6 out of 100 vehicles that come into shops require battery replacement,” states AIA president Marc Brazeau. “Not only is this a safety hazard, but it is also costly for vehicle owners. New technology could enable vehicles to stay on the road longer and perform at higher levels of efficiency.”

From 2005 to 2010, vehicles on Canadian roads aged six to 12 years in age increased by two million units, reaching 9.2 million registrations.

Share of the total fleet rose from 38.3 per cent to 41.8 per cent, almost half of the vehicles registered in Canada.

The size of the aftermarket fleet is constantly growing and for this reason, AIA Canada fully supports initiatives that enable partnership between the automotive aftermarket industry and government and looks forward to new projects that will help our industry keep vehicles safe and improve their environmental performance.

Automotive Partnership Canada (APC) is a five-year, $145-million initiative that supports collaborative research and development (R&D) continued on page 38 www.ssgm.com

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|| Oil Report

Smaller, More Powerful Engines Means New Oil Specs Older vehicles benefit from newest additive packages

By Tom Venetis, Editor

S

mall, more power vehicle engines and peopleâ&#x20AC;&#x2122;s willingness to hold onto vehicles longer are causing changes in motor oil formulations.

According to the industry information group Edmonds.com, nearly half of all vehicles sold in North America are built around four-cylinder engines.

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Work is currently underway by such heavyweight players as BMW, Volkswagen and Nissan to have engines that can get high mileage and produce the power of what was traditionally seen in muscle cars using only three cylinders.

The move to such smaller engines is being driven, particularly in the United

States, to meet new fuel economy and emissions standards that will require vehicles to meet an average 6.9 litres per 100 km by 2016 and 4.31 litres per 100 km by 2025.

These smaller engines put new stresses on the motor oils, said Oliver Kuhn, a researcher in the research and

www.ssgm.com

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Oil Report || development department of Germanbased Liqui Moly. To get the same performance despite reduced cubic capacity, the engine needs to be operated at higher RPM, the oil capacity of downsized engines is reduced by 30-40 per cent, but circulates more often and must be able to deliver on the improved performance demanded

by the engine; and though the oil temperature remains the same, due to the accelerated circulation within the engine, the motor oil gets no ‘rests’ to cool down a bit, added Kuhn.

“These factors lead to an accelerated aging of the oil,” he continued. “So motor oil for downsized engines must be able to withstand permanent high

stress, must be ageing resistant and must deliver extra wear protection.”

Jeff Hsu, global PCMO, Delivery Team with Quaker State said he understands these engine stresses as his research is on developing oil formulation for gasoline direct injection engines. Unlike traditional fuel injection systems, GDI engines offer more

Four Reasons Why Extended Oil Change Intervals Warrant Better Filters Technical Tip Provided by Robert Bosch The buzz around ‘extended oil change intervals’ for passenger cars and SUVs is everywhere.

Some vehicle manufacturers are recommending longer oil change intervals. Oil companies are offering oils that they promote as having extended life.

And motorists, pressured by the challenges of a tight economy and a hectic lifestyle, like the prospect of fewer trips to their repair shop or local quick lube to get their car’s oil changed.

But, extended oil change intervals require a filter to match – an oil filter that has the capacity and efficiency to stand up against the impact of dirt, dust and contaminants over an extended period of time.

1. Filter Capacity

The term ‘capacity,’ when used in reference to an oil filter, does not mean the amount of oil it can hold. Rather, it refers to the filter’s ability to capture and hold all the debris it is likely to encounter in its service life.

“Capacity describes the amount of contaminants an oil filter can hold before it becomes obstructed and causes the bypass valves to open,” said Chuck Kerrigan, director of marketing for Purolator. “If this happens, the filter allows unfiltered oil to reach critical engine parts which is probably better than no oil at all, but not much.”

Consider this: The longer the oil filter is in service, the more debris it is likely to be called upon to capture and hold. And, if it gets obstructed and causes the bypass valve to open, as mentioned above, and the unfiltered oil is directed to the crankshaft, engine bearings and other precision components, the result can be catastrophic.

Debris comes in from various sources. Casting flash can break off of the engine block, or even the crankshaft, connecting rods or even off of the pistons and valve train components. Sources of non-metallic debris include dust, dirt, pieces of gasket material that may www.ssgm.com

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get dislodged over time and even bits of hardened carbon that can build up on and then break off of valve train parts and other oil-wetted internal parts that are subjected to high temperatures. All this can add up to substantial amounts of debris over the thousands of miles between oil changes.

2. Filter Efficiency

Efficiency is a measure of the percentage of particles of a given size that a filter is able to capture. For example, a Purolator Classic oil filter, on average, can capture 97.5 percent of particles larger than one thousandth of an inch in diameter. Oil filters must be able to remove – efficiently – most particles that can potentially damage internal engine components.

3. Filter Construction

If an oil filter will be called upon to provide a longer service life, its materials and construction (in addition to its capacity and efficiency) also need to be able to withstand the added demands of extended service.

For instance, in extended service, a filter canister will be exposed to many more high-pressure pulses from cold start-ups. So it would have to be designed to guard against fatigue failure. Furthermore, extended oil change intervals may lead to increased buildup of water and raw fuel in the oil. Again, the oil filter must be designed and built accordingly – for example, with a metal center tube.

4. Filter Compatibility With Synthetic Oils

Finally, since extended oil change intervals are more likely to involve synthetic oils, it is naturally more suitable to use an oil filter designed specifically to be compatible with synthetic oils to avoid degradation of the filtering function and failure of one or more internal filter parts or valves.

April 2012 SSGM 13

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|| Oil Report

Liqui Moly MoS2 Low-Viscosity 10W-40 was developed for older vehicles built prior to 2000. This motor oil contains the lubricant molybdenum disulfide (chem.

MoS2), a substance similar to graphite. It provides additional security in the engine, especially when the oil isn’t exactly where it’s supposed to be.

precise fuel metering and injection timing, and a more optimal spray pattern that result in a more efficient burn of

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the fuel while producing less harmful emissions.

The downside is because the fuel is sprayed directly into the cylinder bore and the atomization of the fuel occurs in the upper stream, “this fuel has a tendency to get by the rings and cause more oxidation and oil degradation.”

All this means a greater emphasis and more research dollars and hours spent on developing oils that can survive in these high-stress engine environments without any loss of protection and lubrication ability, all the while helping maintain the components, seals and systems.

“To meet these engine challenges, the lubricant industry in North America has moved to motor oils that meet both ILSAC GF-5 and API SN categories,” said Heather Burkett, marketing manager, lubricants and specialties, Imperial Oil. “This category upgrade offers enhanced oil performance, as evidenced by better engine protection from sludge formation, improved pis-

Valvoline’s MaxLife Full Synthetic Motor Oil is blended with seal conditioners that rejuvenate seals within the engine block to help prevent oil leaks that lead to sludge and deposits, anti-oxidant additives to reduce oil viscosity breakdown and prevent engine-clogging sludge and deposit formation, and additional friction-reducing additives to help reduce abrasion within the engine.

ton cleanliness, while at the same time offering improved fuel economy and enhanced emissions system durability.”

www.ssgm.com

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2000

1965

Valvoline launches MaxLife®, the first motor oil for high mileage engines

Valvoline introduces the first & best selling racing oil of all time

1866

Dr. John Ellis invents motor oil

1939

Valvoline develops X-18, a single grade oil which could be used in place of 18 different specified automotive lubricants

1996

Valvoline launches DuraBlend™, the first synthetic blend motor oil

2012

Valvoline launches NextGen™, the first national branded recycled motor oil

Valvoline invented the engine oil category almost 150 years ago – and we haven’t stopped pushing new innovations since.

NextGen™ motor oil is the latest in a long line of category-changing introductions.

Made with 50% recycled oil, NextGen™ delivers 100% Valvoline engine protection. NextGen™ motor oil is great for engines and better for the environment, it exceeds industry specifications with reduced environmental impact compared to non-recycled motor oil.

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Valv_History_ENG_Jobber.indd 1 p 15 Valvoline ad.indd 15

3/21/12 3:38 PM 13/04/12 2:19 PM

|| Oil Report

The emphasis is on making sure motor oils, “are good from the start right to the end” which is why the additive packages are so critical and important for vehicle owners to get educated on.

— Chris Hayek, Quaker State global brand manager

Mobil 1 5W-20 synthetic motor oil is blended to prevent engine deposits and sludge buildup. It is formulated to provide better viscosity control and quick cold weather starting. It meets and exceeds the newest ILSAC GF-5 industry standards for motor oils.

What is vitally important is the additive packages used. These deliver the protection and durability needed to survive in today’s new engines, and help the oil meet the industry-agreed upon ILSAC and API specifications used by all of the oil blenders in North America. Chris Hayek, Quaker State global brand manger said the emphasis is on making sure motor oils, “are good from the start right to the end” which is why the additive packages are so critical for vehicle owners to get educated on.

You can’t just go ahead and pour any motor oil close-at-hand into an engine.

That is a recipe for trouble.

“Mineral or partly synthetic oil are not able to deliver the performance needed to downsized engines,” added Liqui Moly’s Kuhn. “Using such oils results in increased wear and collapsing oil well before the oil change is due.

The more performance is demanded from the motor oil, the more important are the additive packages.”

Kuhn sees two trends emerging in motor oil blending. The first is that advancements in engine technologies will make motor oils very thin. The purpose of this lower viscosity is to further reduce the inner drag of the motor oil. While thin motor oil would seem to invite metal-to-metal contact, new additive packages will likely keep this from happening. As well, new motor 16 SSGM April 2012

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oils will be blended to meet specific engine requirements outlined by vehicle manufacturers. “This already took place during the past decades when several mostly European car manufacturers were not satisfied with the industrial oil standards (and) issued their own oil specifications, like Volkswagen, Mercedes, BMW and Porsche, just to name a few. One universal motor oil

as Ipsos Reid and industry studies by J.D. Power and Associates find as the kilometres increase vehicles go into the shop more often for maintenance and repair. Motor oils for high-mileage vehicles must become part of the maintenance routine. These oils feature additives that have such things as seal conditioning agents and preventive wear formulations.

“Regular oil changes according to the car manufacturer’s instructions are crucial for older cars, too,” added Khun.

“Of course, there are stories about cars running for tens of thousands of kilometres on the same oil without any obvious problems. But when an engine is damaged due to skipped oil changes, people tend not to spread this news.

And even the cars successfully running on the same oil for a very long time may carry a ticking time bomb in their engine. Though everything is working ok at the moment, the excessive wear and tear will take their toll, engine failures are more likely to occur and the engine’s lifetime is shortened.” SSGM

Havoline Motor Oils with Deposit Shield are are formulated with high quality base stocks, a shear-stable viscosity index improver, and contain detergent, dispersant, wear control, antioxidant, corrosion inhibitor, and foam suppressant additives.

fitting all cars, this belongs to the past.”

One thing to keep in mind is that while new engine technologies are something to keep abreast of, one should never forget that more people are holding onto their cars much longer. Studies looking at vehicle ownership in Canada and the United States find most people are on average holding onto their vehicles for 10 years and longer before considering the purchase of a new vehicle. Part of that is driven by economics; another reason is vehicles are being better built. As vehicles age, however, they require more maintenance. Public research firms such

Castrol Edge with Syntec Power Technology (SPT) is a full synthetic motor oil that offers deposit, wear and oxidation protection. It is dexos-approved. www.ssgm.com

16/04/12 7:48 AM

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13/04/12 10:29 AM

|| Brakes

Steadier

state

Braking technology continues to develop in sophistication and effectiveness

By Andrew Brooks

S

topping is simple enough as a concept. But it’s the most important action there is when it comes to operating automobiles, and the braking system is easily the most crucial part of the vehicle. Over the years the research, investment and development work that components manufacturers have devoted to improving brake performance has, if anything, only increased. Today, the advanced technology that controls a car’s systems has

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given researchers more sophisticated ways to control and improve the braking process.

“Manufacturers have been researching better ways to isolate driver control by taking over brake and steering using new safety and regulatory devices,” says Ted Zahara, manager of Marketing Projects at Affinia. Ongoing research has led to developments such as brakeby-wire and servo systems that utilize a vehicle’s weight and motion to deliver

ancillary pressure to stop a vehicle safely by complementing the driver’s ability to deliver a controlled stop, he says.

These days, the focus of a lot of research is on electronic stability control (ESC), which is also referred to as electronic stability program (ESP) or dynamic stability control (DSP).

This is a computerized technology that improves stability by detecting and reducing loss of traction by automatically applying the brakes to wheels

www.ssgm.com

13/04/12 10:20 AM

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13/04/12 10:44 AM

|| Brakes individually — for example to the outer front wheel to counter oversteer or to the inner rear wheel to counteract understeer.

“Some ESC systems also reduce engine power until control is regained,” Zahara says. “ESC doesn’t improve a vehicle’s cornering performance — instead it helps to minimize loss of control.” Zahara says that Insurance Institute for Highway Safety and U.S. National Highway Traffic Safety Administration figures show that a third of fatal accidents in the US could be prevented by widespread use of ESC technology.

Ceramic friction technology continues to develop, and the market is still evolving. While semi-metallic components maintain their hold on the heavy-duty application niche, ceramic pads have come into their own for passenger vehicles and light trucks.

“There have been huge advances in ceramic technology over the years,” says Walt Keating, brake product man-

ager at Federal Mogul. “The ability to handle heat has been hugely developed, and also there’s the development of newer and higher grades of ceramic particles. We’ve used these over the years on the OE side, and brought them into the aftermarket.” Keating says that today, ceramic technology is “light years” ahead of where it was when ceramics first started to enter the market, and that pace of development has been maintained.

“OE manufacturers are using a lot more ceramic formulations where they can,” says Keating. “We’re seeing lot more applications with ceramics. We look at that as a positive, and we’re constantly upgrading our formulations to meet these new uses.” Keating notes that Federal Mogul relies on the same R&D resources to design ceramic formulations for the OE segment and for the aftermarket. In terms of overall sales, the current ratio for Federal Mogul is around 55 per cent ceramic to 45 per cent semi-metallic, but within

Federal-Mogul’s TermoQuiet Ceramic brake pads now cover polular late-model foreign nameplate models of vehicles. These include the 2012 Honda Civic and Fiat 500 models, and the 2011 Subaru Impreza. The pads include the Integrally Molded Insulator design and the Wagner Edge Laser-Shaped Friction technology.

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the OE market ceramic is ahead by around two to one.

Not everyone has the same take on ceramics, however. Ed Demirci, vicepresident of Durotech Automotive Industries (Xtreme Stop Rotors), says that the market presence of ceramics has actually retreated somewhat in some niches simply because the market has figured out which segment of the market ceramics are better suited for. “Ceramics were initially introduced to solve the problem of noise and dust associated with semi-metallics,” he says. “But the first generation of ceramics had problems — they were highly abrasive on the rotors, and they had problems with cold stopping to the point that they were unsafe until they reached a certain temperature.”

The noise and dust problems originally associated with semi-metallics, Demirci says, had themselves been created when North American manufacturers moved manufacturing overseas continued on page 64

Raybestos’ Drag Reduction Clips are made to give technicians and their customers an additional way to improve braking performance. Designed for easy installation, each clip has an application specific design that fits over the brake pad on applications where spring clips were not part of the original equipment design. www.ssgm.com

13/04/12 10:20 AM

THE MOST IMPORTANT PART OF SERVICE? THE PARTS. Start the job right with genuine Motorcraft® parts. The only parts manufactured specifically for Ford and Lincoln vehicles. Take our comprehensive line of air conditioning replacement parts: from compressors and accumulators to cooling fans and switches, we are your one-stop shop for climate control components that meet our stringent Ford standards. For the best quality and more satisfied customers, choose Motorcraft® parts from your local Ford Store. See dealer for details.

Motorcraft® is a registered trademark of Ford Motor Company. ©2012 Ford Motor Company of Canada, Limited. All rights reserved.

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3/19/12 1:44 PM 13/04/12 10:23 AM

|| Shop Profile

Masters of the trade Master Technician finds business gold in old-fashioned values

M

aster Technician Group is a three-location Toronto automotive diagnostics and repair shop, with a particular competence in electrical work thanks to the background and expertise of its founder, Joe Dacosta, who established the company in 1994. Master Technician also does rebuilding of starter and alternator assemblies, and is a Drive Clean accredited test and repair facility.

The main nine-bay location is on Dundas St. West in the Junction area of Toronto. In the last few years Master Technician has opened two satellite

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shops, one in the city’s west end on Brown’s Line, and one in the east end on Gerrard Street in Toronto’s Upper Beaches neighbourhood. Each satellite has three service bays.

General Manager Tony Virgilio was brought on board three years ago to steer the company through an image and culture remake, as well as to launch the new sites. “The first job was to get the main location operating less in ‘mom and pop shop’ mode and more as a full-fledged, professional independent,” says Virgilio, who brought to the job nearly three decades of front-office

By Andrew Brooks and shop floor experience. “We wanted to be above the neighbourhood shop level – a place where people can have their vehicle checked properly and deal with someone who’s knowledgeable and informative.”

Virgilio didn’t waste time with the transformation, and soon afterwards he moved on to set up the Browns Line location. The Gerrard St. satellite followed a year later.

“We’re very well known for our electrical and diagnostic work,” Virgilio says. “We have a reputation for being able to find problems others can’t.”

www.ssgm.com

13/04/12 10:24 AM

He attributes that competence to the background of Joe Dacosta, an electrical technician with years of experience.

“Joe spends a lot time training our guys in good diagnostics habits,” Virgilio says. As a result, the company now has three highly skilled automotive electricians, “but ultimately our skill in diagnostics comes from Joe – he has a real knack for finding problems other people can’t find.”

Master Technician doesn’t do conventional marketing beyond some print and TV ads targeted at Dacosta’s Portuguese-Canadian ethnic base, where loyalty is high. The company website is fully functional, but Virgilio prefers a face-to-face ‘marketing’ strategy. “Customer service is king, and the best way to build the business is to get out there and shake hands with people.” That approach has earned Master Technician a 75 per cent repeat business rate.

Virgilio relies on the Mitchell 1 automotive information services system, which he says he finds the most user-friendly of the packages he’s looked at. It’s especially useful in stocking parts, issuing labour hours quotes for service work orders and in maintaining the client information database.

“We don’t stock a lot of inventory,” Virgilio says. “Of course we keep the fastest moving parts on hand, but for the most part we rely on our jobbers, so we don’t really need a huge, intricate system to manage inventory. There’s

enough jobbers out there, and they’re fighting strong enough for the business, especially in the last three to five years, that the price levels have been very good – and the deliveries are faster than you’d get a pizza.”

The industry as a whole is still in the doldrums, Virgilio says, and so far 2012 is shaping up to be a repeat of 2011 for Master Technician. “We’ve been very aggressive with our pricing for the last two years,” he says. “We haven’t had any choice about that.” But the company is on a good footing thanks to the solid customer base and the high repeatbusiness rate. Location also has a lot to do with it. All three Master Technician shops are on busy streets in high-traffic parts of the city, not hidden away in industrial or rural locales, so visibility is good and new business comes in at a steady rate.

“Frankly, one reason that we do so well is that we follow up on educating the customer by offering them value options on the work we’re doing,” Virgilio says. “If a car needs brake work, we’ll offer a choice: a top-line OEM quality brake, a mid-range option and a lowest-price option.” Master Technician does advise customers on the drawbacks that come with the pricebender approach, but in the end the choice is up to the customer. “We understand dollars and cents are very important to people. It helps that we continued on page 37

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2/28/12 1:37 PM

13/04/12 10:24 AM

|| Starter Problem

A starter problem?

Really?

By Ghislain Roy, Expert Technician Trainer

Y

ou are already aware a good technician uses all his senses: he touches everything, looks everywhere and asks many, many questions.

But first and foremost, the number one sense a good technician has is good common sense.

With today’s complex vehicles, you first start by inspecting all components, wiring and connectors. On many occasions, customers will drive into your shop with an intermittent problem.

You’ve seen such problems before and you know that because they are intermittent, that can be difficult to solve. Your customer, however, expects that you can solve the problem in a timely manner.

Now the question becomes, what do you do next?

Let’s look at some possible solutions, only one of which is the correct one: Solution 1 – Spend 20 minutes on a quick diagnosis. Since the vehicle will probably not show any

Figure 1: A labor of patience is required to check each terminal and save the cost of unnecessary parts.

24 SSGM April 2012

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problem, you hand the car back to the customer, with the same latent problem. You hold onto the hope that you will be on holidays when the customer shows up again.

Solution 2 – Order a new ECU (no matter which one) and tell your customer there is a fair chance that the problem was cause by this defective part.

Solution 3 – Ask your customer questions, dozens of questions, in order to understand what is going on when the trouble happens. From the answers you get — and the answers will differ with each customer — you will soon begin to focus your investigation to certain areas. And if nothing happens, you are left with a complete visual inspection.

The third option is the right solution. If you picked one of the first two, please don’t

Figure 2: A shop needs this kind of kit to check every type of terminal. www.ssgm.com

13/04/12 10:27 AM

It started with a spark... but it’s our entire product line that has everybody talking.

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13/04/12 10:44 AM

|| Starter Problem

stop ­reading.

the customer told me the problem was the starter. In Take time to look fact, this information from carefully A miniature separation only visible with the customer set me on the Now, what must you look wrong track. A few quesa microscope can cause a resistance in for? Connectors, wires, tions later, I found out the the circuit. That simple resistance can terminals and grounds. whole vehicle blacked-out trigger a system malfunction.

Did you know that micro instead of just the starter. rust can affect a male or So, to recreate the situafemale terminal? In fact, tion, I turned on all the road or engine vibrations accessories. No start this can cause slight friction time. I lost everything: between the connectors. With time, a miniature starter, dash lights, HVAC, you name it. I put a separation only visible with a microscope can booster cable between the battery negative and a cause a resistance in the circuit. That simple resis- good ground: Eureka! Sandpaper and grease did the job to repair the ground and leave another part tance can trigger a system malfunction.

By the same token, unplugging and plugging in the box (picture 3).

I had this other case of a faulty ground between again all the connectors can give a new life to the system for a few months. So, when you unplug a the vehicle body and the battery, but the sympconnector (Figure 1), make sure you measure the toms were different than mentioned above. When tension between male and female with the proper the customer steered his truck, the lights in the adaptor (Figure 2). If the tension is normal, apply dashboard would blink. For other vehicles, it a small coat of dielectric grease. Some manufac- could light the ABS warning indicator or simply turers recommend using a terminal rejuvenator cut off all lights. Needless to say, for one problem, because this type of acid makes a perfect contact. a technician can find more than one symptom, and always intermittent.

My last starter problem was one that finally Close to the ground Another issue with ground terminals comes from led to changing the starter. Again, when inspectthe fact they are linked to the body after they roll ing and checking for the problem, the vehicle was out of the paint shop, like this car seen in Figure starting just fine. A thorough visual inspection of 3. Turning the ignition sparked the engine. After all components showed some rust on the starterâ&#x20AC;&#x2122;s questioning my customer (when, where and how), main wire leading to the starting system, which I had the feeling the problem was indeed a faulty was causing a power intermittence problem. ground. Now, how did that feeling originate? First SSGM

Figure 3: A coat of paint is sometimes enough to prevent a wire from creating a perfect ground.

26 SSGM April 2012

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Figure 4: A new ECU would have done little for this rusty terminal creating an intermittent contact. www.ssgm.com

13/04/12 10:27 AM

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13/04/12 10:31 AM

|| Tire Feature

Tire myths have their limits

W

hen you visit tire shops around the country, you find owners and their employees want the opinion of the guy from the tire company about tire myths, so whenever a customer shows up they will have the right answer. Here are three classic cases where one will need the right expertise, and in some cases a bit of diplomacy, to face situations where a customer needs the truth.

1 â&#x20AC;&#x201D; Another break in the wall

The first is the classic sidewall tear or break. The picture shows a clear separation from the bead almost to the tread.

It will show as a bubble in other cases. This time, it is a case 28 SSGM April 2012

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By Yves Day, Pirelli Canada

where the bead is broken and the sidewall torn. Claiming product default is out of the question here. In fact, the answer would become obvious if you visited a tire plant. It is absolutely impossible to have a rupture in the steel bead because it is woven in spiral and not welded. If there was a defect, it would not inflate when new.

Causes of this situation are improper mounting or dismounting by the technician. Too little or no use of tire lubricant, wrong positioning on the rim or overpressure after mounting can lead to such fracture. Too often, the recommended beading air pressure is exceeded because not enough lubricant is used. In these cases, warranty is always voided. www.ssgm.com

13/04/12 10:31 AM

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13/04/12 1:41 PM

|| Tire Feature manufacturers forbid any repair outside the belt width for any passenger or light truck tire. Bad news for your customer, maybe; but safety must be your first concern.

3 — UHPT: Winter tires with a lesser speed rating. Why compromise?

Most tire shop owners and retailers will agree that often a speed index is lowered when offering a winter tire. The idea is to make the sale easier and more affordable for your customer. Very nice on your part, but is it in fact the best solution?

I had the opportunity to visit many tire manufacturing plants over the last 25 years and the tire engineers are unanimous: an Ultra High Performance Tire is designed to work As far as a bubble on the sidewall, it is generally caused by an impact (pothole, curb, etc.) Again, it is not a product defect.

2 — Puncture repair from shoulder to shoulder

Repair allowable zone

In the this picture, we find a nail in the shoulder of a tire at the precise flex point between the sidewall and the tread. It is the kind of puncture a repair shop cannot address. In fact, it strictly forbidden to repair a puncture that is located outside the width of the belts that compose the tread. Whatever puncture repair method is used, it must be in the central part — in between the arrows in the drawing above. The steel belts area is stiff enough and the repair will hold. Tire 30 SSGM April 2012

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in harmony with a vehicle — weight, power, driving gear — and its suspension components. The sidewall rigidity and the tread pattern — unidirectional, asymmetrical — must comply with the type of suspension and the engine package to provide the best possible ride. So, in short, a spec tire and its properties that is mounted as OE equipment on a vehicle is chosen to blend with the chassis, engine power, brake system and suspension components..

Installing a winter product considered high performance — speed rating V or more — on a vehicle that is homologated with a lower speed rating — T for instance — and a softer suspension is not recommended. The tire compound will not work to its limits, suspension components will be continuously stressed; and both will wear faster because the contact patch will not be optimal.

On the other hand, mounting a softer tire (T), with a more flexible sidewall linked to a stiffer suspension, is no better solution. This time, the tire compound will be stretched to its limits while the suspension will no longer work to its fullest: consequently, the ride comfort and road worthiness will deteriorate and the wear will be felt mostly on the tire shoulders.

So, starting next Fall, it would be useful to recommend exactly the same size and the same speed rating as the OE when offering a winter product. Your customer invested a few more bucks in a vehicle bound to provide a better ride.

Why would he compromise the ride designed by the manufacturers’ engineers for a few dollars in tires?

SSGM www.ssgm.com

13/04/12 10:31 AM

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13/04/12 10:32 AM

A/C

Variable Compressors and Beyond Tech and tricks shared at conference tech session

T

here is, as they say, nothing quite like being there.

When it comes to Mobile Air Conditioning Society Worldwide tech sessions, nothing could be more accurate.

Among the many sessions offered earlier this year at the association’s annual conference, Dave Hobbs’ talk on Variable Displacement Compressors (VDC) is a fine example of why.

While billed as a technical discussion on that component, the actual session was really better described as an open exchange of information.

There were 10,000 years of experience in the room and probably 9,999 opinions, said Dave Hobbs to kick off his interactive session.

Because he was uncertain of the level of technical proficiency that everyone was starting at, he began his discussion with a very brief rundown of the basics of the a/c system, taking less than a minute to outline what the high side and low side are, and things got lively with answers on what kind of throttling device was found on a VDC system.

Hobbs started with the basics of the high and low side and the a/c system, pointing out a component and asking whether it was on the high side of the system or the low side. It would seem basic, but looking around the room one was reminded that some attendees were there to expand their already considerable knowledge, with others there to begin their learning curve.

Responses were called out from the floor on this and other points, and then things got lively.

As Hobbs ran through the basics of VDC designs—piston, scroll and rotary vane—and which models were found on which applications, the discussion slowly shifted from a tech session to a workshop, with experienced techs bringing up points on troubleshooting and realworld situations.

Rotary vane compressors, for example, have a habit of “sticking” when left stationary for long periods of time, or if there is too much oil or the wrong oil in the system.

The prescribed fix is to bring the refrigerant charge to 50 per cent, bring the engine rpm up to 2,500 or 3,000 rpm, and cycle the clutch on and off.

Essentially, you’re looking to shake the vanes free.

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By Andrew Ross From the floor the point was made that it is wise to advise the consumer that this may be a short-term fix or a long-term fix. One attendee said he doesn’t do the 50 per cent charge and uses a full charge, but otherwise adheres to the same strategy to good effect.

True to Hobbs’ opening salvo about the experience in the room, the discussion broadened to many topics including hybrid maintenance practices, tools and why some systems cool their best just before they die.

Hybrid vehicles: Use a Class 3 meter, proper gloves and get out of the habit of checking a circuit with two hands.

Instead, on a high voltage system, use an alligator clip on one probe and then probe with one hand, the other hanging free.

This prevents a circuit from running through your body and your heart should there be a short.

Check Your Refrigerant: Check your scale yearly. Ensure that you are putting in the amount of refrigerant you think you are. With smaller-capacity systems, accuracy is even more critical.

Watch Belt Tension: Belt slippage can kill a compressor.

The slippage will create heat. Clutches have a grease seal and when it goes liquid, you can lose the grease from the system and then the bearing will fail not long afterward.

Prelube VDC Piston Compressors: The compressor has a wobble plate that runs on a brass bushing. When you see evidence of that brass bushing in the orifice, it is evidence that the compressor was not properly prelubed. It is critical to prelubricate the compressor.

There is a tool (Delphi CB10049, Carquest EQP67700) for turning the compressor that is in fact designed to be “Compatible with most industry V5-, H6- and V7-style compressors.” Because it allows circulation of the compressor lubricant, the tool helps prevent new compressor damage at start-up.

Apparently, VDCs—this is a swash plate/piston design from Delphi—are still giving techs pause for thought.

www.ssgm.com

13/04/12 10:33 AM

This discussion on rotating a compressor led to a discussion on how the operation of variable displacement compressors is still misunderstood, causing comebacks and unnecessary rework.

Techs, for example, are used to rotating a compressor by hand before installation, feeling for resistance, to give them confidence that the unit is good. On a standard fixed displacement piston unit, this is an easy, reliable check.

On scroll and vane variable displacement units, this method will yield nothing useful. Unless you can handrotate the unit at a few thousand rpm, that is.

Scroll and vane VDCs simply do not build pressure when rotated by hand, and there were many stories around the room of having to deal with technicians who had trouble understanding this.

“I had a technician call to complain that he couldn’t get the clutch to cycle, couldn’t get it to disengage,” offered a supplier in attendance. “Our representative explained to him that there was no clutch on the system. The technician said that clutchless compressors don’t work.”

And, at this, it was almost as if the room let out a collective sigh.

SSGM MACS 2013 Annual Training Event and Trade Show takes place February 7-9, 2013 at the Caribe Royal All Suite Hotel and Convention Center in Orlando, Fla. Visit www. macsw.org for more information.

Counterfeit Refrigerant Advisory Explosive mixture caused deaths in commercial market

hile there have not, to our knowledge, been any reports of counterfeit refrigerant containing a W mixture of R134a and R40 refrigerant in the mobile a/c

market in North America, the seriousness of the possible consequences merits its inclusion.

The refrigerant in question was produced in Vietnam and sold as R134a. Reports have emerged of other source countries too. The product is sold fraudulently under major brand names and in authentic-looking cylinders.

At issue is that the R40 reacts with aluminum in systems, and the byproducts of this reaction are explosive when exposed to air. It is reported that the compressors on five refrigerated shipping containers filled with counterfeit refrigerant exploded and three service technicians were killed as a result. It is believed that the byproducts reacted with other chemicals in the system to cause the explosions.

Furthermore, this specific mix of refrigerants is particularly hard to detect.

Service technicians are advised to use care when testing for contamination with their identification equipment. Some equipment will not detect the R40 at all, while others will register it as “air” contaminant.

As a result of these facts, all those in the supply chain are advised to source refrigerant only from recognized distributors and resellers.

For more information, contact your refrigerant supplier or visit www.macsw.org. www.ssgm.com

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A/C Compressors ’R’Us Remanufactured or New • Domestic & Import • Cars Trucks Industrial • Off Road • Complete A/C Service • A/C Line Repairs

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13/04/12 10:33 AM

|| Succession Planning

A Shop Owner’s

Retirement Dilemma When it comes time to step away, do you know where the value of your hard work really is?

By Tom Deans, Ph.D., president of Détente Financial Press

N

ever in the history of civilization has so much wealth been created inside businesses — equity now sitting as cash, inventory, receivables, intellectual property and goodwill. This wealth represents a lifetime of risk-taking by owners of automotive repair shops who bobbed and weaved their way through and around adversity to

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create enterprises that have beaten the odds. They didn’t just survive, they actually thrived. But lurking around the corner is a question that confounds and frustrates the brightest business minds: “Who will own my business when I’m gone?”

The problems confronting aging business owners today have their origin back in the 1960s, 1970s and 1980s, when these owners elected to have smaller families than their parents did and when college enrollment skyrocketed. Many children born during these decades heeded their parents’ advice to follow their own passions and ended up in professions completely unrelated to automotive repair. For owners whose children have followed them into the automotive repair business all the traditional challenges that visit and define family businesses mean that owners are running out of time to resolve the big question. Here’s the kicker: that question is not “Who will lead my business when I’m gone,” but rather “Who will risk their capital to buy my business when I’m still alive?”

Never before have business owners concentrated so much of their wealth in one stock — their own company.

And they’re doing so at a time when retirements will be longer and vastly more expensive than for any previous generation. Ask aging business owners to take all of their wealth outside of their businesses and invest it in one stock and they’ll preach the power of asset allocawww.ssgm.com

13/04/12 10:45 AM

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Our Successeoipsle Driven by P 13/04/12 10:46 AM

|| Succession Planning tion and diversification. And yet across the street at Family Business Inc. this concentration of wealth feels perfectly normal.

The comfort of control can often mask the real threats to a business owner’s net worth: market forces and life events often come out of left field and strip a business of its value with blinding speed. Reflect on Lehman Brothers. One of the single largest investment banks in the world is now remembered as the single largest bankruptcy in the history of civilization — $691 billion.

The carnage among family-owned and controlled automotive repair busi-

nesses is no more or less impressive than in other industries. The success rate across all sectors of family businesses transitioning to the second generation is only 30 per cent. And of those, only 10 per cent will survive to the third generation. So if you are the founder of an automotive repair shop, you have a three per cent chance of having your grandchildren own and operate your business. Long odds, indeed. You wouldn’t go to Las Vegas and gamble with those odds — and yet lost in the desert is where most family owned and controlled automotive repair firms are with their succession planning.

Cast an eye across the Atlantic to

Europe’s most successful and enduring dynastic enterprises and you’ll see conglomerates. The undisputed heavyweight champion is the 250-year-old Rothschild dynasty. At the very epicenter of their family business DNA is the clear and unwavering ideal that their family, not their businesses, is their greatest legacy. The Rothschilds never confuse their love of a business with their love of business — the Rothschilds teach their progeny to love commerce.

Successful dynasties seldom “gift” operating businesses to their children.

Instead, they pass cash and ask their children whether they want to purchase the business. This simple technique serves to trim the family tree by moving control to the siblings who are prepared to risk their inheritance to purchase the business.

When business owners can begin a different kind of conversation within their families and make their plans less about themselves and their life’s work, they’ll take the first step toward cementing the last, most difficult, but vastly most rewarding deal of their lives.

The temptation to make a business the centerpiece of one’s legacy will continue to shred families — their wealth and their relationships — from the inside out. It is the self-aware, introspective business owner who sets the family free of his own creation that sows the seeds of a truly great and enduring dynasty.

A family business is not a building; it is not a company name. Rather, it’s a set of values that puts risk and reward, humility not hubris, creativity, innovation and entrepreneurship at the center of the family and the business.

Paradoxically, this is how the next automotive repair dynasty will carve out its place in history — precisely by nurturing the next generation of risk-takers to step up to the plate with their own cash and swing for the fence.

SSGM Tom Deans Ph.D. is an award winning speaker and author of all-time best-selling family business book: “Every Family’s Business” sold in 43 countries. www.EveryFamilysBusiness.com

36 SSGM April 2012

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www.ssgm.com

13/04/12 10:46 AM

Shop Profile || continued from page 23 don’t just say ‘this is the job, this is the part we’re going to use and here’s the price.’”

Like others in the business, Virgilio finds that customers are becoming more knowledgeable. “I truly enjoy dealing with the more educated customer. It makes my job easier. I believe in providing the customer with as much information as possible to make an educated decision, and most of them already know what I’m talking about now.”

Customers who know what needs to be done and why tend to be more accepting of an argument in favour of higher-quality replacement parts, Virgilio says, but the learning curve cuts both ways. Some customers accept the need to invest to get the assurance of quality, but you also get those who pound the virtual pavement until they find a website with the absolute rockbottom price for a part, and then insist they won’t pay a penny more. “That’s fine,” Virgilio says, “as long as I’ve disclosed all the options and given them my reasons for opting for quality.”

Recruiting is a challenge. “We have a great core of guys,” Virgilio says.

“Eleven of our fifteen mechanics have been with us for seven years or more.

They’re very devoted, intelligent and great at what they do. But it’s typical for this industry that for some people the grass is always greener somewhere else. Turnover is a fact of life, and it’s

www.ssgm.com

p 22-23 Shop Profile.indd 37

always a challenge to find good people.”

Many contenders are what Virgilio calls “book smart” – they’ve cracked the classroom and textbook work but they’re short on hands-on experience. Another challenge is the fact that Master Technician’s top brass, i.e.

Joe Dacosta himself, is very hands-on.

A talented mechanic with decades of experience under his belt, he knows the business inside out and believes in educating his staff personally. Unfortunately, human nature is such that some people who’ve earned their spurs don’t take this level of input well.

Another challenge is the need to keep equipment current as automotive technology becomes more and more sophisticated at an ever-faster pace.

This relentless advance puts increasing pressure on profit margins.

“The profit margins are definitely getting leaner,” Virgilio says. “Not from the point of view of customer of course!

Your door rate may go up the same percentage as payroll or rent, but people will say you’re still making more money.

They don’t see the new computer we need to diagnose vehicle ECMs, or the updated A/C machine because the laws have gotten more stringent about recovery.”

Still, the business is viable, and Master Technician is where Virgilio wants to be. “I was a franchise guy in the early days,” he says. “I worked with some of the big names. But I really like the independent work better.”

SSGM

April 2012 SSGM 37

13/04/12 10:25 AM

|| News Briefs continued from page 10 and pushes the Canadian automotive industry to greater levels of innovation.

The APC program’s mandate is to encourage R&D. As this is an industry-driven initiative, automotive companies provide both financial support and essential in-kind contributions to ensure the research projects’ success.

The Raybestos Red Hot Smokin’ Rebate offer runs April 1 through May 31, 2012

Participating shops/stores can offer their customers a cash rebate up to $40 with a qualifying purchase of Raybestos brake products and up to $80 for qualifying purchases of Raybestos Brake and Chassis products.

Each redeemed rebate card serves as an entry to win the grand prize. The rebate offer ends May 31, but the full sweepstakes continues to run through September 15, 2012. Canadian details can be found on www.raybestos.ca Participants can visit www.raybestosgarage.com to enter the sweepstakes and view periodic updates on the custom build.

During the promotional period, installation shops can earn a reward up to $50 for installing qualifying Raybestos brake and chassis products.

Official tally cards are provided to track shop rewards, and those completed tally cards also serve as entries into the grand prize drawing.

To help promote the rebate and sweepstakes, participating shops will receive a Red Hot Smokin’ Rebate promotional kit. The kit includes: a promotional window poster, a counter card with 25 consumer rebate cards and two – $25 installer shop tally sheets to track eligible sales. Any qualifying customer who sells Raybestos brake and/or brake & chassis parts will receive a free kit automatically from their participating parts store or they can contact their local Raybestos sales representative.

Castrol Rebrands Syntec as EDGE with SPT Retaining its Formula

Castrol announced that it is rebranding its popular Syntec as EDGE with Syntec Power Technology (SPT).

In Canada, Castrol is the top sell38 SSGM April 2012

p 08-10 38 news.indd 38

ing motor oil brand (*Ipsos Reid data available.) From its introduction to the marketplace two decades ago, Castrol Syntec has risen to become Canada’s top-selling synthetic and market leader.

Now, this full synthetic motor oil will be called EDGE with Syntec Power Technology (SPT) aligning Castrol in Canada with Castrol’s markets around the world. It’s the same great world-class product, now with a new Castrol global name.

The EDGE family now offers two formulations in its range: EDGE with Syntec Power Technology (SPT) in the black bottle and EDGE with Titanium Fluid Strength Technology in the gold bottle. Both formulations are completely compatible with all conventional and synthetic oils. Both are fully dexos1 approved and licensed.

New Dye Injection Kit for Hybrid A/C Systems

The Tracerline TP-9812 Mini-EZ Hybrid Vehicle A/C Dye Injection Kit provides an easy and efficient way for technicians to add leak detection dye to hybrid vehicles.

The kit contains three ¼ oz (7.4 ml) Mini-EZ single-dose dye cartridges filled with co-solvent free fluorescent ester dye, formulated with unique additives specifically designed for hybrid A/C systems. Each cartridge is individually wrapped in a moisture-resistant foil pouch with desiccant bag to seal out moisture. Also included is a solid-brass R-134a hybrid coupler with check valve and purge fitting, as well as three drip plugs.

Another important component of the dye kit is the EZ-Ject dye injector assembly. With just one connection and a simple turn of the handle, it injects dye into a hybrid A/C system with no complicated hookups. There is also no mess to clean up.

Hankook Tire Canada Announces 2012 Spring Mail-In Rebate Program

Hankook Tire Canada Corp. announced the first ever rebate offered to Canadian consumers by the high performance tire brand. The Spring

Mail-In Rebate Program for 2012 rewards Canadians with a valuable reimbursement as they prepare themselves for spring and summer driving conditions in choosing the quality all-season tires best suited for their vehicle and their environment.

The 2012 manufacturer’s mail-in rebate program is offered to general consumers for a limited time and is available to all Canadian residents.

The program will run from April 16th to June 30th, 2012. To become eligible, consumers must purchase a new set of four Hankook tires from participating Canadian retailers.

The rebate applicable Hankook Tire models and offered reimbursements are: • H ANKOOK VENTUS V4 ES All-Season, Ultimate High Performance Tire: $60 rebate on a set of four • H ANKOOK OPTIMO H426 Touring, All-Season Tire: $40 rebate on a set of four • HANKOOK OPTIMO H727 Premium High-Mileage, Touring, AllSeason Tire: $40 rebate on a set of four “We are extremely pleased to announce our first ever rebate program in Canada and to offer this incentive with our premium products,” said Bill Hume, vice-president of Hankook Tire Canada Corp. “We believe this program serves to further strengthen Hankook’s reputation as a leading high performance and ultrahigh performance tire manufacturer and distributor in Canada.”

Consumers are required to complete the appropriate claim form and submit along with the original proof of purchase on, or before a mail-in stamped date of July 31st, 2012. As per the rebate program rules and regulations, acceptable proof of purchase formats include: original invoices, purchase receipts, or equivalent bill of sales.

Eligible consumers will receive a rebate in the form of a cheque within eight weeks from the claim document(s) receipt date if all qualifications are confirmed or conditions are met. For additional information, please contact 2012springrebate@hankooktire.ca.

SSGM

www.ssgm.com

13/04/12 1:37 PM

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16/04/12 9:19 AM

|| Jim’s Rant

A three-cylinder future?

T

By Jim Anderton, Technical Editor

Why three-cylinders?

For small displacement engines, they’re simpler, cheaper to build and have less internal friction overall compared to four-cylinder engines of the same size.

They’re also shorter and can share parts with similar V-6 designs.

hey first came to Canada over 20 years ago. Suzuki built them and then they carried the Suzuki, Chevrolet and Geo brands. The Geo Metro, Chevrolet Sprint and Suzuki Forza were unique for their engine configuration: in-line threecylinder. Three-cylinder engines had been seen on Canadian roads before; Saab and DKW (one of the “rings” seen today in Audi’s logo) had two-stroke units, but as mainstream cars, the one-liter two-stroke threes were, I thought at the time, a joke. With the two-up-one-down crankshaft arrangement, it seemed clear that there was no way to balance a three, and early examples certainly weren’t the smoothest running engines, nor the most powerful.

When the threes disappeared, that prejudice seemed justified. Now however, they’re back in a big way with Ford proposing to make in-line threes the company’s standard entry-level engine. It’s a good thing. Why? Technology has improved significantly since the 80s and balance shafts can be economically built into cheaper engines today; but there’s more to balance these days. Common rail injection promises to give engineers another tool to smooth power delivery and Ford is using an innovative unbalanced flywheel as well. Engine mounts that react with variable compliance, maybe “smart,” can also play a part.

Why three-cylinders? For small displacement engines, they’re simpler, cheaper to build and have less internal friction overall compared to four-cylinder engines of the same size. They’re also shorter and can share parts with similar V-6 designs. It makes a lot of sense, but who wants a 60 horsepower car? Even with fuel prices north of $1.30 a litre, slow cars have little appeal and threecylinders have little room for growth through bore and stroke. Suzuki addressed this with turbo-charging and Ford is following suit today. This is the future of automotive piston engines, with small displacement blocks boosted by turbos and superchargers for larger, heavier vehicles. With the ECU controlling boost, it should be possible to build a single engine that powers everything from minicars to mid-size sedans with very high fuel efficiency.

Why do we care? Because there are implications for the service industry.

Engine mounts will be more important than ever and may become a wear item in some applications. Turbos will likely be small and very fast spinning and lubrication issues may rear their heads if consumers neglect oil changes or use cheap, off-brand oil. “Coked” turbo bearings won’t be a pretty sight. Boost pressures will be higher, making intake plumbing and gaskets more critical than ever. Higher boost pressures will also make the MAP sensor extremely important. I expect that a failed MAP will not just set the MIL, it will trigger a limphome mode in the engine ECU that will severely limit boost pressure. Drivers will really know they have a problem. It will be one less spark plug, coil and injector to service, but the durability of very small, highly stressed three cylinder engines in tough Canadian service remains to be seen. It’s going to be interesting.

What do you think?

Have your say and speak your mind! letterstotheeditor@ssgm.com 40 SSGM April 2012

p 40 JimRant.indd 40

www.ssgm.com

13/04/12 10:51 AM

2010 Canadian Brakleen Sell Sheet.qxd

2/24/10

10:58 AM

Page 1

Brakleen

®

BRAKE PARTS CLEANER – WITH POWER JET™ TECHNOLOGY Premium Non-Chlorinated Formula

CRC Brakleen® is the best non-chlorinated, low VOC product on the market. This powerful formula removes brake fluid, grease, oil and other contaminants fast and effectively. Use on all brake related parts including rotors, cylinders, drums, linings, brake shoes, calipers, clutch discs and disc brake pads. Safe for ABS, disc and drum brakes.

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The Strongest Name in Brake Parts Cleaner Just Got STRONGER! CRC Brakleen® Premium Non-Clorinated Formula utilizes Power Jet™ technology. This new spray nozzle produces a burst of product that forcefully breaks away contaminants, while the formula cleans and degreases instantly. The strength behind the Power Jet™ spray nozzle means faster work, requiring less product per job. The ergonomically-designed Power Jet™ spray nozzle is easier to press, giving the user a quick, precise shot of product where needed.

Part No. Package Type Net Wt. Units/Case Unit Dimensions Case Dimensions Brakleen® Non-Chlorinated Brake Parts Cleaner – Premium Non-Chlorinated Formula ▲ 75050 aerosol can 14 oz 12 9.25H x 2.63W x 2.63D 9.7H x 8.3W x 11.1D 75055 pail 5 gallon 1 13.8H x 11.3W x 11.3D 13.8H x 11.3W x 11.3D

CRC Industries is a worldwide leader in the production of specialty chemicals for the DIY and maintenance professional, serving the automotive, marine, hardware, electrical, industrial, and aviation markets. CRC is ISO 9001:2008 certified and adheres to the strictest guidelines for quality in all facets of research, development, and production.

CRC®, Sta-Lube® and products denoted with ® and ™ are trademarks of CRC Industries, Inc.

Proven. Global. Solutions. www.crc-canada.ca

p 41 CRC ad.indd 41

CodePDF0210 ©2010 CRC Industries, Inc.

▲ This product is Extremely Flammable. Do not apply while equipment is energized.

13/04/12 10:51 AM

SSGM BAYWATCH New Products

Moog Steering and Suspension Line Now Includes Premium Universal Joints Federal-Mogul’s Moog steering and suspension product line now includes a comprehensive offering of premium replacement universal joints for automotive, heavy duty and agricultural applications. The new MOOG driveline offering includes anti-galvanic U-joints featuring chemically coated bearing cups and lock rings for protection of aluminum yokes; Super Strength U-joints for high torque, high horsepower applications; and heavy duty U-joints for agricultural, commercial, industrial and off-highway uses. The Moog line also includes power takeoff (PTO) joints featuring a patented thrust washer technology with anti-drainback feature commonly used in medium- and heavy duty equipment.

Federal-Mogul www.moogproblemsolver.com

EngineQuest Offers Replacement Cylinder Head Bolt Kits EngineQuest, a supplier of stock and performance cylinder heads and engine components, carries one of the largest and most complete replacement head bolt lines in the industry. EQ provides coverage for most popular makes and models, including complete cylinder head bolt sets for AMC, Buick, Chevy, Chrysler, Dodge, Ford, Geo, Jeep, Mazda, Mitsubishi, Neon, Oldsmobile, Pontiac and Toyota engines. Every EQ cylinder head bolt kit contains a complete set of head bolts per engine, made to the highest quality standards in the industry.

EngineQuest www.enginequest.com

Raybestos Air Disc Brakes Raybestos brand air disc brakes – a member of the Affinia family of brands – offer better stopping power and unmatched durability because they meet or exceed the original design and performance requirements. The new part numbers cover more than 87 popular Class 7/8 truck, transit bus and school bus applications from major OE manufacturers… including Bendix, Knorr-Bremse and Meritor. They reduce heat build-up to maintain consistent stopping power during stop-andgo driving and steep downgrades. For added durability, they are heat treated for the longest possible service life. Where applicable, installation hardware is also included.

Raybestos www.Raybestos.com

More Baywatch on page 52 42 SSGM April 2012

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www.ssgm.com

13/04/12 10:53 AM

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p 44 NLS Bright Solutions ad.indd 44

13/04/12 10:59 AM

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p 45 NLS Bright Solutions ad.indd 45

13/04/12 11:00 AM

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• Seals 6 mm (1/4”) punctures in tread area • Seals larger punctures up to 13 mm (1/2“) in heavier ply tires • Seals most bead and rim leaks • Effective from -43˚C (-45˚F) to over 93˚C (200˚F) • Contains 4 Industrial Rust Inhibitors & 1 Vapour Inhibitor • Will not corrode steel, aluminum or chrome rims • 100% water soluble • Easy clean out for recapping & patching • Indefinite shelf life - Never separates • Stays pH neutral, Does not void tire warranty • Works in high & low pressure tires / high & low speed tires

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p 46 NLS Amerseal ad.indd 46

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13/04/12 11:00 AM

p 47 NLS TechSteel ad.indd 47

13/04/12 11:00 AM

|| Sasso

Keep Customers

Coming Back By Keeping In Touch

The secret to growing your business is building customer loyalty

By Phil Sasso

I

f you’re like many shop owners and managers, you may think the best way to grow your business is to spend the lion’s share of your marketing budget on bringing in as many new customers as possible. Usually, that means spending a lot of money on advertising and offering big discounts in the hopes of enticing droves of new faces to your shop bays. Unfortunately, you have likely found that many of those customers will only do business with you a few times before moving on to the next shop hunting for the next good set of deals.

If that sounds like your shop’s experience, I think I may have a solution. Current research indicates that you may be more profitable if you rethink your marketing strategy.

While pushing for new customers is important to growing your business, research by DME Automotive of automotive repair shops seems to indicate that you might be better off to shift some of your marketing spending to building customer loyalty.

DME Automotive researchers have labeled three groups of automotive service customers: Loyalists, Swing Loyalists and Dis-loyalists. As the names suggest, the segmentation has to do with customer faithfulness to your shop. Loyalists (23 per cent of the market) tend to frequent one shop where

48 SSGM April 2012

p 48-50 Sasso.indd 48

they spend most, if not all of their vehicle maintenance dollars. Swing Loyalists (50 per cent of the market) may have certain loyalties but don’t tend to favor any one shop. And Disloyalists (27 per cent of the market) seem not to have any real spending pattern or preference.

The most interesting finding however is that, although Loyalists seem to be in the customer minority, they represent a whopping 59 per cent of a shop’s revenue. Conversely, Swing Loyalists only put 21 per cent of the dollars in a shop’s coffers and Dis-loyalists represent a mere 10 per cent of revenue. To me, that says that keeping Loyalists loyal (and converting Swing Loyalists to Loyalists) can yield the highest return on investment.

So it makes sense to keep in touch with customers to keep them coming back.

Generating Customer Loyalty

So, how do you build customer loyalty? Obviously, to retain a customer is to treat them right. Being friendly, helpful and doing a good job will build a positive impression and create trust in your shop. No amount of marketing can overcome poor customer service or shoddy workmanship.

Aside from excellent service, what can you do to win

www.ssgm.com

13/04/12 11:01 AM

AUTO • INDUSTRIAL • FARM • TRUCK • MARINE • HOME

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WILL NOT DRY OUT OR EVAPORATE • NOT WATER SOLUBLE • DISPELS MOISTURE CAN BE APPLIED OVER DAMP / DRY SURFACES • TEFLON / SILICONE / SOLVENT FREE NON-CONDUCTOR. WILL NOT CAUSE STATIC ELECTRICITY, REDUCES STRESS CORROSION. PREVENTS ICE / SNOW FROM BUILDING UP ON MOVING PARTS. WORKS IN SUB-ZERO -50ºF - +350ºF.

NATURE GIVEN MATERIAL FLUID FILM UTILIZES THE UNIQUE MOLECULAR ACTION DERIVED FROM WOOL-WAX (Lanolin), (Nature given, taken from the wool of sheep), along with other corrosion inhibiting ingredients. One of the best lubricant and corrosion control agents found in nature today. FLUID FILM has been used for over 50 years in the Highly Corrosive Marine Environment of ships and off-shore drilling rigs. Certified Salt Spray Test - 1800 Hrs. U.S. Navy & has 10 assigned NAS (Military) Numbers.

FLUID FILM - developed and perfected as an unparalleled Rust & Corrosion Control System. Non-drying properties for Superior Lubrication. Once in place, stays put, forming a continuous, durable, ALWAYS ACTIVE protective barrier.

Will not harm painted surfaces, plastic, or most synthetic rubbers. Repels & resists water washout.

PROVIDES LONG-TERM PROTECTION FOR ALL YOUR TOOLS & EQUIPMENT PROTECTIVE PROPERTIES START WORKING IMMEDIATELY Penetrates right through rust, stopping all metal deterioration on contact. Migrates to inaccessible areas by capillary action. Impregnates the pores of exposed metal, keeping moisture & oxygen out. Excellent waterproofing with “NO DRIP” bonding properties. Terminates Both Natural and Industrial Atmospheric Corrosion. Eliminates the destructive corrosive effects of harsh chemicals such as calcium chloride, salt, fertilizers, herbicides and pesticides. FLUID FILM prevents steel from rusting; aluminum, magnesium, copper, tin, brass & zinc from oxidizing; chrome & bronze from pitting.

SUPERIOR VEHICLE UNDERCOATING - RUST’S WORST ENEMY • UNDERCOATING APPLICATION INSTRUCTIONS • SHAKE WELL BEFORE USING (Apply Sparingly) Apply FLUID FILM “NAS” by brush, roller, dipping or pressurized sprayer at 60 to 80 lbs. psi, (at the sprayer) with a spray nozzle orifice of 40 - 50 thou. KEEP CONTAINER TIGHTLY CLOSED. FLUID FILM UNDERCOATING INSTRUCTIONS: Give the vehicle’s undercarriage a blast of water to clean off any excess dirt and let the heavy water drip off for 5 minutes. Apply to the panels and doors as normal.

Apply FLUID FILM right over the damp metal. If any is dripping off, you are over-applying the product.

Acceptable for use in Food Plants in Canada

Bobcaygeon, Ontario K0M 1A0 • T: (705) 738-2321 • F: (705) 738-4550 www.nlsproducts.ca • mail@nlsproducts.ca

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FF0311EN

Aerosol (AS): # 1450 - 145 g, # 3300 - 333 g Bulk (NAS): # 3700 - 3.79 L Can, # 4300 - 20 L Pail, # 4500 - 208 L Drum, # 5207 - 237 ml Brush Top Can Items listed above are Canadian Food Inspection Agency Approved (CFIA)

13/04/12 11:02 AM

|| Sasso more repeat business? You probably already do some occasional promotions to drum up business when sales are slow. But a scheduled, on-going marketing system to your customers is much more productive than a flyby-the-seat-of-your-pants marketing approach.

Everyone’s business is different, so I can’t give you a one-size-fits-all answer.

But here’s a simple concept you can modify to fit your shop:

Build a Customer List

If you want to build customer loyalty, you need to know who your customers are. Without names and contact information, you have no way to keep in touch.

I suggest you connect with customers by using an email marketing service like ReachMail or Constant Contact. For as little at $15/month you can get an email sign-up page, professional templates, and results tracking. (Get a free 60-day trial of Constant Contact at http:// conta.cc/tryemail). Email marketing is much cheaper and more measurable than using Canadian Post. But nothing stops you from mixing it up by using both. Constant Contact allows you to keep booth email and mailing addresses in your online database.

Ask every first time customer for his name and contact information. You can type this right into your point-of-sale program and export it later, or you may find it easier to give your customer a short form and ask him or her to give you their contact information when they drop off their vehicle. In return for their information, give them an incentive like a coupon good for 15 per cent of on their next visit -- which also starts them on the path to Loyalty.

I suggest you get the customer’s name, address and mailing address.

You may also want to ask for a phone number, but keep in mind the more information you ask for, the less likely a customer is to complete it. You might also ask for the customer’s birthday (but not year), this will come in handy later.

As soon as your customer leaves, enter their information into your email marketing service so you don’t forget and they begin getting your marketing 50 SSGM April 2012

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emails as soon as possible.

Keep In Touch

Don’t just email ads to your customers – make it a newsletter.

Although it’s O.K. to sell in your newsletter, without something worth reading, it’s more likely to get tossed.

Tell customers about new products or services, special events, seasonal specials, fundraisers, new employees, or anything of interest.

Don’t think you have time to write a newsletter? Few shop owners and managers do. If you get so bogged down that your email newsletter never mails, you’re not doing a very good job of keeping in touch. The solution: start your newsletter as simple as possible.

It’ll be easier to fill one screen of information so start small. You can always increase the size as you gain experience and confidence.

A monthly newsletter may seem overwhelming, but after your first year, you can begin to recycle your content.

For instance, you can use the same basic “Winterization” promotion email every Fall. One email a month is optimum from a marketing point of view. Less is too infrequent. More can be a nuisance.

Every time a customer sees your shop’s name they’re thinking of you. The more often they think of you, the more likely they are to buy from you.

To reduce the time and effort it takes to produce your newsletter, see if any parts suppliers or vendors have content you can copy and paste into your newsletter. You might also find it useful to hire a professional to help you run your newsletter. The resulting sales produced by a professional marketer should more than offset the cost.

Make ‘em Feel Special

Consider including a few special coupons in your newsletter like exclusive “VIP” deals customers can’t get anywhere else. The more important you make a customer feel, the more likely they are to feel a sense for loyalty to you. You’ll want to keep the actual printed coupons that your customers redeem. At the end of the month, you can count them up and determine which deals were popular and worth

re-running and which ones didn’t work so you can replace them with different offers in the future.

Remember, getting your customer’s birthday on that form earlier? Here’s why: People love to be remembered on their birthday. You can either buy birthday cards in bulk, or send a birthday email. I’ve developed some successful custom birthday postcards for clients. They had a birthday greeting on the front along with a humorous greeting, company name, and a coupon on the mailing side. They printed a year’s supply and saved money on printing and mailing by using a postcard.

The system is simple: Mail or email the cards the middle of the month before the birthday. So, for customers with birthdays between July 1 and July 31, for example, mail their cards around June 15th. This way, you’re assured they’ll get their cards before their birthdays.

Evaluate and Redirect

Why do I keep suggesting you use coupons? It makes a promotion measurable. Every month you can count your coupons. If you’re getting a good response, you know it is working. If not, you may want to take a look at what you’re dong and try a different offer or approach.

This is just one way to create customer loyalty. There are other good ways to build loyalty like rewards programs and selling prepaid service packages (like four prepaid oil changes for the price of three). But a direct mail/ email program is the most likely to yield the biggest impact.

Remember, it’s almost always cheaper to keep an existing customer than to acquire a new one.

SSGM Phil Sasso is the president of Sasso Marketing (sassomarketing.com), an automotive aftermarket advertising, public relations and Internet services agency. And his minivan is due for another oil change. He’s also a speaker and strategist. Sign up for his free weekly marketing tip email at philsasso.com/blog. www.ssgm.com

13/04/12 11:01 AM

Engineering isnâ&#x20AC;&#x2122;t rocket science.

Itâ&#x20AC;&#x2122;s harder. You try cramming 70+ years of intense testing, technology and innovation into filters of all shapes and sizes. Attention to fit, form and function does matter and gives our customers added performance and protection. And, our filters last 30% longer and capture 45% more dirt than other major competitors. Visit wixfilters.com.

Affinia Family of Brands.

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SSGM BAYWATCH New Products

Expanded VDO REDI-Sensor Vehicle Coverage Continental Commercial Vehicles & Aftermarket, manufacturer and supplier of VDO OE-engineered TPMS replacement parts, has just released its new VDO 2012 TPMS Replacement Parts Program catalog. This new catalog has been significantly expanded to include the latest additions to the VDO REDI-Sensor multi-application sensor line, which now provides application coverage for over 80 per cent of all vehicles in North America with just three REDI-Sensor SKUs. The overall VDO TPMS Replacement Parts Program has also been expanded with additional coverage of OE sensors, service kits and stainless steel wheel bands for valveless sensors on domestic, European and Asian vehicles. The VDO TPMS program also includes the only replacement source for dealer-identical Ford/Mercury/Lincoln/ Mazda TPMS wheel mounting bands. Up to now, these wheel bands have only been available from the OE dealer. The 2012 catalog features an application section for tire pressure sensors and an illustrated buyers guide with individual listings for OE sensor assemblies, REDI-Sensor multi-application sensors, service kits and wheel bands. It includes application details, photos/illustrations, torque specifications, contact information, installation tips, service kit guide, make/model index, OE cross reference, REDI-Sensor cross reference, and REDI-Sensor product information.

Continental Commercial Vehicles & Aftermarket www.vdo.com/usa

New Beam Wiper Blade from Bosch Bosch has introduced a new product – Clear Advantage – to its line-up of beam wiper blades that currently includes the ultra premium Bosch Icon as well as Bosch Evolution. Clear Advantage offers Bosch quality and reliability at a value-level price. Bosch Clear Advantage beam wiper blades feature a precision-tensioned mono- steel spring that distributes uniform pressure along the entire length of the blade to ensure a consistent, smooth and clean wipe. The aerodynamic symmetrical wind spoiler creates a downward force enabling the blade to hug the windshield even at high speeds.

Clear Advantage’s graphitetreated wiping edge reduces

friction and noise while a premounted multi-adapter makes installation quick and easy. Clear Advantage launched 12 SKUs on December 1, 2011, and three additional SKUs on January 1, 2012. These include blades between 13 and 28 inches in length for popular domestic, Asian and European vehicles. Clear Advantage is available in the United States, Canada and Mexico.

Bosch www.bosch.com

Snap-on Data Bus Fault Finder Today’s vehicles have 15 to 20 computers talking to each other on shared circuits that can ultimately fail. The new Data Bus Fault Finder (EEFF500) from Snap-on is the essential tool to diagnose Data Bus communication failures. When the Data Bus fails the scan tool loses communication with the vehicle’s network of onboard computers. The features and benefits include: User controlled elimination of modules to isolate defects and find the failure location; Eliminate rogue/defective modules or data circuits that lock up the data bus via 12 switchable data channels; LED indicators light amber for short to ground and red for short to power; Self test upon power up; via membrane switch or toggle switches; 12 standard banana jacks for DMM probing; Communicates via data bus network connector; Bus integrity LEDs that constantly monitor the Data Bus; and a two-year warranty.

Snap-on www.snapon.com/shoptools 52 SSGM April 2012

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SSGM BAYWATCH New Products

2010-2012 Heavy Duty Camaro SS Power Steering Pump Lingenfelter Performance Engineering (LPE) now offers a heavy duty direct replacement power steering pump for the 2010-2012 Chevrolet Camaro SS that has been dynamometer and track proven to withstand the additional loads generated by driving the supercharger with the primary accessory drive belt. The Camaro SS Power Steering Pump is a direct replacement for the stock pump – mounting in the stock location, using the stock mounting hardware and the stock power steering fluid hoses. The LPE heavy duty power steering pump features a roller bearing supported shaft with an internal shaft retaining clip for added durability. Lingenfelter designed their pump to solve an issue with the factory Camaro power steering pumps, which can fail prematurely with the higher accessory drive loads caused by adding a supercharger. LPE offers the Power Steering Pump in a standard volume version (part # L220431410) that is designed to maintain full power steering assist in low speed parking lot type maneuvers, and in a racing version (part # L220441410) designed with reduced flow to reduce parasitic losses and heat build up in the fluid. The standard volume version has a rating of 15 gpm at 5000 rpm pump speed and reaches flow control at 900 rpm pump speed. The racing version has a rating of 10 gpm at 5000 rpm pump speed and reaches flow control at 1500 rpm pump speed.

Lingenfelter www.lingenfelter.com

Launch Technology offers GDS With the all-new GDS, technicians have OE level access to Domestic, European and Asian manufacturers, for reading and clearing codes, live data playback, recording and graphing, bi-directional testing and controls, and adaptive resets and module coding. The GDS features Ethernet and WiFi internet surfing capabilities, offering access to your favorite repair databases, such as Alldata. The GDS runs on Windows XP, ensuring true PC based operations — toggle back and forth

between Diagnostic procedures and the internet – without having to quit applications! Also new in the GDS is Launch’s “Oneclick Button” update feature, which allows you to update carlines on the fly, right from the scan tool itself! Optional modules for an oscilloscope, ignition analyzer, sensor simulator and multimeter are also available.

Launch Technology Canada Inc. www.launchtechusa.com

Raybestos Low Frequency Dampers For customers experiencing unexplained moans, groans and squeals; technicians can now help them achieve a long lasting, quiet ride in about 60 seconds. NEW low frequency dampers from Raybestos brakes – a member of the Affinia family of brands – help reduce low frequency noise occurring in the rear calipers of many problem OE applications. The dampers are currently available for 13 platforms. The Raybestos low frequency dampers are designed to dampen out low frequency noise in the rear caliper, which is inherent to many new vehicle platforms. Low frequency noise cannot be suppressed using traditional methods like brake grease, pad shims or Quiet Kits (which only work for high frequency noise). Raybestos low frequency dampers are specially tuned to the frequency of specific problem applications to help reduce the low frequency noise occurring in the rear calipers. Raybestos low frequency dampers incorporate an energy absorbing compound that eliminates low frequency vibration in the zero-2,000Hz range helping reduce low frequency noise by absorbing sound and energy. This effective solution suppresses brake noise for years and can be installed in about 60 seconds.

Raybestos www.raybestos.com 54 SSGM April 2012

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13/04/12 11:05 AM

SSGM BAYWATCH New Products

New PlastiKote Wheel Paint Keeping a vehicle’s wheels looking like new can be a constant challenge.

PlastiKote’s newly reformulated wheel paint can meet that challenge, making a car’s tires and hub caps look the way they did when first driven off the lot. In addition, these great aerosol paints can also give your wheels a custom look and feel. Available in four colors, steel (618), semi-gloss black (620), silver argent (621) and charcoal gray metallic (626), PlastiKote’s new wheel paint features a highly durable resin system for “The Perfect Finish.” In addition to tires and hub caps, it is also an ideal paint for auto trim and grilles as well as bikes and motorcycles.

PlastiKote www.PlastiKote.com

Reformulated PlastiKote Hi-Temp Paint Provides Hard, Lasting Finish Formulated to resist intermittent temperatures up to 1,300 degrees Fahrenheit, PlastiKote’s Hi-Temp Paint is the perfect coating protection for any surface on a vehicle that is exposed to very high heat. The features and benefits of PlastiKote’s Hi-Temp Paint include: Once properly cured, it forms a hard, lasting finish; reformulated highly durable silicone resin; resists salt spray and will not chip or peel; dries to the touch in 60 minutes; and withstands intermittent heat up to 1,300 degrees Fahrenheit.

PlastiKote www.PlastiKote.com

Bosal Has Innovative Tow Hitch Program The ACPS (Automotive Carriers and Protection Systems) Division of Bosal North America, Inc. has announced the introduction of their innovative tow hitch program for the North American vehicle market. The new Bosal hitch has a very unique design that allows the vehicle owner to remove it when it is not use. The hitch is mounted behind the bumper so the vehicle retains its OE look and does not have a visible attachment point that distracts from the looks of the vehicle. When vehicle owners want to use the hitch for towing a trailer or attaching a bike rack, they simply “snap in” a ball or square receiver and they are ready to go. When the towing is done, the receiver is snapped out and the hitch disappears. The Bosal hitch is mounted behind the bumper and completely hidden from view. The ball hitch or square receiver easily attaches in seconds. They feature a spring-loaded design, which locks the attachment in place and maintains a sturdy, rattle-free connection.

Bosal www.bosalusa.com

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13/04/12 10:55 AM

Increase Customer Spending with Tire Hotel.

A customer who trusts you to store their off season tires will also trust you to do their complete automotive service. With a guaranteed minimum of 2 visits per year, you have an opportunity to inspect their vehicle for additional repairs or maintenance each time.

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Many of these people cannot store their off season tires themselves and need an answer.

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Find us on

13/04/12 11:05 AM

SSGM BAYWATCH New Products

Coil-Rite Air Helper Springs For 2011 Jeep Grand Cherokee Firestone Industrial Products Company, LLC offers 2011 Jeep Grand Cherokee vehicle owners a Coil-Rite air helper spring kit designed to improve vehicle stability and steering control in these mid-size crossovers. The Coil-Rite air helper springs for the 2011 Jeep Grand Cherokee vehicle (part #W23-760-4184) fit inside a vehicle’s existing coil spring and can be adjusted for varying loads and road conditions by increasing and decreasing the air pressure within the helper springs, which is as easy as adjusting the air pressure in a tire. They help maximize the vehicle’s safe load carrying capacity, as well as improve braking effectiveness, level headlight beams and reduce tire wear.

Firestone’s no-drill Coil-Rite kit uses the vehicle’s factory holes for an easy installation that typically takes less than one hour.

The kit, which has a two-year limited warranty, comes with the brackets, air springs, hardware, air lines and separate valves necessary for installation.

A pair of Coil-Rite air helper springs can provide up to 1,000 pounds of load leveling capacity. (Note: Air springs do not increase the load-carrying capacity of the vehicle. Do not exceed the vehicle’s recommended Gross Vehicle Weight Rating [GVWR]). Firestone also offers an Air-Rite air accessory system that allows drivers to adjust the air with a push of a button installed on the dashboard.

Firestone Industrial Products Company www.ride-rite.com

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T:7.75” S:6.75”

At NAPA, our entire line of chassis parts is precision-engineered to hold up under even the toughest road conditions. Not only that, but we have parts for nearly every make and model, so we’re sure we have the chassis part you’re looking for. It’s that kind of NAPA know how that has kept us going strong for 80 years. So when it comes to auto parts, trust NAPA. We have a lot riding on our parts, your customer’s chassis included.

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NAPA. We Know Auto Parts. napacanada.com 1-866-GET-NAPA

13/04/12 11:06 AM

T:10.5”

S:9.5”

IT HAS A CAR TO HOLD UP, NOT TO MENTION OUR REPUTATION.

SSGM BAYWATCH New Products

New Gojo Eco Soy Foaming Hand Cleaner Gojo introduces Gojo Eco Soy Foaming Hand Cleaner, a foam-style, soy-based formulation that gently and effectively removes moderate soils from hands. The dermatologist tested product can be used with or without water. It is a grit-free foam formulated to gently remove dirt from hands without the use of aggressive solvents or abrasives. The pre-lathered foam rinses easily while its invigorating fresh scent appeals to both men and women. Gojo Eco Foaming Hand Cleaner is available in the Gojo DPX wall-mount dispenser with a high-capacity, 2,000 mL refill.

The attractive diamond-plate design of the dispenser looks great and stands up to the toughest environments.

Gojo www.gojo.com/manufacturing

Behr Hella Expands Asian Vehicle Coverage

Canadian Distributors

Behr Hella Service (BHS), a North American joint venture for thermal management between Behr (vehicle air conditioning and engine cooling) and Hella (lighting technology and electronics) has substantially increased its coverage of Asian vehicles with new A/C, heater, and engine cooling part numbers for various makes and models. The line now features applications for Acura, Daewoo, Honda, KIA, Hyundai, Infiniti, Lexus, Mazda, Mitsubishi, Nissan, Scion, Subaru, Suzuki, and Toyota. The expanded program now has over 176 total OE quality replacement parts. It includes over 128 new radiator SKUs alone, as well as popular part numbers for condensers, receiver driers, expansion valves, and heater cores.

Behr Hella www.hellausa.com

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SSGM Service Station and Garage Management

.com

Automotive Internet Directory

Visit these companies directly at their web addresses or check out the growing list of Hot Links at www.autoserviceworld.com.

To find out how your organization can be included in this directory and on the web, contact aross@jobbernews.com

AUTOMOTIVE PARTS & ACCESSORIES Goodyear Engineered Products www.goodyearep.com/aftermarket www.goodyearbeltsandhose.com The officially licensed belt of NASCAR. Gatorback, the quiet belt. You can never replace Goodyear quality.

NGK Spark Plugs Canada Limited www.ngksparkplugs.ca The World Leader in Spark Plugs, Oxygen Sensors and Ignition Wire Sets.

Used by 87% of the World’s OE Manufacturers S.B International Inc. www.sbintl.com “We keep engines humming”

AUTOMOTIVE RECYCLERS Carcone’s Auto Recycling and Wheel Refinishing www.carcone.com With over 32 years of experience Carcone’s Auto Recycling & Wheel Refinishing is your one stop for quality recycled products and wheel refinishing needs. Call today at 1-800-263-2022 or visit us on line at www.carcone.com Standard Auto Wreckers View Our Online Inventory @ www. standardautowreckers. com or call 416-286-8686.

Experienced Shipping Department to Ensure Parts Arrive Safely.

BUSINESS MANAGEMENT SERVICES The Automotive Aftermarket E-Learning Centre Ltd www.aaec.ca AAEC - BEST Business Evaluation Support & Training - Instructing and Coaching with the Proven Business Management Tools that drives a shop’s Bottom Line, Team Culture and Marketplace Credibility.

HAND CLEANERS GOJO Industries, Inc. www.automotive.gojo.com GOJO is a leading manufacturer of skin care products and services for many marketing including automotive and manufacturing. GOJO continues to pursue a commitment of creating well-being through hand hygiene and healthy skin.

REFRIGERANT Duracool Refrigerants

TOOLS & EQUIPMENT AIR LIQUIDE CANADA INC. www.airliquide.ca Your one-stop shop for all your industrial gases and welding supplies.

WAREHOUSE DISTRIBUTORS & BUYING GROUPS Bestbuy Distributors Limited www.bestbuyautoparts.ca Independent buying group and warehouse distributor that allocates its profits to member shareholders and provides unbeatable value for independent jobbers.

The E.R.I. Group www.theerigroup.com Canada’s Premier Machine Shop Buying Group Kerr Machine Shop Group Inc.

www.kerrmachineshopgroup.com Buying group for machine shops and performance shops.

www.duracool.com Nationally Distributed by: Deepfreeze Refrigerants Inc. The Leaders in Hydrocarbon Refrigerant Technology. Guaranteed In writing not to harm any Mobile A/C System. You can feel the Difference that Quality Makes. “Our Formula Never Changes”.

ADVERTISERS’ INDEX Advertiser

Page #

Website

ACDelco. . . . . . . . . . . . . . . . . . . . . . . 68. . . . . . . . . . . . . . . . . www.ACDelco.com Advics North America. . . . . . . . . . . 19. . . . . . . . . . . . AMSales@advics-na.com AIA Canada. . . . . . . . . . . . . . . . . . . . 63. . . . . . . . . . . . . . . www.aiacanada.com Auto-Camping. . . . . . . . . . . . . . . . . 35. . . . . . . . . . . . . . www.autocamping.ca BMW AG . . . . . . . . . . . . . . . . . . . . . . 67. . . . . . . . . . . . . . . . . . . . . www.bmw.ca CARS Essentials . . . . . . . . . . . . . . . . 61. . . . . . . . . . . . . . www.carsessentials.ca Chevron Global Lubricants. . . . . . . . 5. . . . . . . . www.chevronlubricants.com CRC. . . . . . . . . . . . . . . . . . . . . . . . . . . 41. . . . . . . . . . . . . . . . www.crc-canada.ca Denso. . . . . . . . . . . . . . . . . . . . . . . . . 25. . www.densoaftermarket.com/ssgm Equus Products Inc . . . . . . . . . . . . . 14. . . . . . . . . . . . . . . . . . . www.equus.com Fram Group. . . . . . . . . . . . . . . . . . . . 27. . . . . . . . . . . . . . . . . www.framgrp.com Ford Motor Company. . . . . . . . . . . 21. . . . . . . . . . . . . . . . . . . . . . www.ford.ca Global Automotive Aftermarket .

Symposium. . . . . . . . . . . . . . . . . . . . 53. . . . . . . . . www.globalsymposium.org Imperial Oil. . . . . . . . . . . . . . . . . . . . 11. . . . . www.retailers.winwithmobil.ca Liqui Moly. . . . . . . . . . . . . . . . . . . . . . 9. . . . . . . . . . . . . . . . www.liqui-moly.de Matco. . . . . . . . . . . . . . . . . . . . . . . . . 43. . . . . . . . . . . . www.gomatco.com/Jeff 62 SSGM April 2012

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Advertiser

Page #

Website

Mister Starter. . . . . . . . . . . . . . . . . . 33. . . . . . . . . . . . www.misterstarter.com Mitchell 1. . . . . . . . . . . . . . . . . . . . . . 29. . . . . . . . . . . www.prosdemandit.com NAPA . . . . . . . . . . . . . . . . . . . . . . 31,59. . . . . . . . . . . . . www.napacanada.com NGK Spark Plugs. . . . . . . . . . . . . . . . 39. . . . . . . . . . . www.ngksparkplugs.com NorthLand Sales. . . . 44,45,46,47,49. . . . . . . . . . . www.northlandsales.com Permatex. . . . . . . . . . . . . . . . . . . . . . 64. . . . . . . . . . . . . . . www.permatex.com Raybestos. . . . . . . . . . . . . . . . . . . . . . 7. . . . . . . . . . . . . . . www.raybestos.com Ross Tech, LLC. . . . . . . . . . . . . . . . . . 60. . . . . . . . . . . . . www.VCDS-ProKit.com Shell Canada. . . . . . . . . . . . . . . . . . . . 2. . . . . . . . . . . . . . . . . . . . . . www.shell.ca Tenneco, Monroe Shocks & Struts .23 . . . . . . . . . . . . . . . . www.monroe.com Tenneco, Monroe Brakes. . . . . . . . 37. . . . . . . . . . . www.monroebrakes.com Tire Hotel. . . . . . . . . . . . . . . . . . . . . . 57. . . . . . . . . . . . . . . . . . www.tirehotel.ca Valvoline Canada Limited . . . . 15,65. . . . . . . . . . . . . . . . www.valvoline.com VL Communications . . . . . . . . . . . . 55. . . . . . . . . . . . . . . . . . . www.vlcom.com Wakefield Canada. . . . . . . . . . . . . . 17. . . . . . . . . . . www.wakefieldcanada.ca WIX. . . . . . . . . . . . . . . . . . . . . . . . . . . 51. . . . . . . . . . . . . . . . www.wixfilters.com WORLDPAC. . . . . . . . . . . . . . . . . . . . . 3. . . . . . . . . www.worldpac.com/2012ss www.ssgm.com

18/04/12 9:35 AM

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13/04/12 11:08 AM

|| Brakes continued from page 20 and moved away from more lengthy manufacturing processes and higherend raw materials to lower production values and high-volume manufacturing processes where quality control was less of a factor.

Those problems have been progressively reduced as industry players stepped up their semi-metallic game.

Over the past two years the ceramic market share has been rapidly migrating over to a premium grade semimetallic and/or carbon metallic formulation, Demirci says. At the current rate he forecasts that ceramic market share will decline to levels representative of the light vehicle market only. “This is a result of the market becoming aware that ceramics are not well suited to perform and properly serve the entire range of mid- and full-sized vehicles, crossovers, SUVs and the truck/bus markets,” he says. “This includes fleets and emergency fleets.”

Viewed in this light, the ‘debate’ between ceramics and semi-metallics isn’t so much a matter of pure materials technology, but a question of the quality of the process by which the components are manufactured. Also, Demirci has observed a surprisingly rapid evolution in the mindset of the industry and vehicle owners, from a low-pricebeats-all attitude that rewards substandard manufacturing values because they yield the lowest cost, to a growing willingness to ‘invest’ in OE-equivalent braking systems.

“We thought this shift would take more time,” Demirci says. “Because an installer’s business largely comes from word-of-mouth referrals and repeat business, we thought the quality awareness piece would take a long time to spread, but we’ve hit the 40 per cent

turnover mark in the move from lowend to high-end in a year instead of two or three. We underestimated how bad the problem had become.”

Quality shifts

Dean Weber, vice-president of Proforce Automotive, also sees the same kind of market movement as higher quality economy brake products become more popular. In his case, though, the quality improvement is being driven by those offshore manufacturers, who are improving the quality of the product they produce and at the same time maintaining the price advantage that drove a lot of business their way in the first place. “With the advancement in quality products seen overseas, consumers are recognizing and demanding an affordable product that they can depend on,” Weber says. The trend toward value-added friction includes the caliper clips with the ceramic pads.

And premium coated rotors at economy prices are steadily becoming more of an option.

“Installers want to install a rotor that will resist rusting, warping and noise, while providing the consumer with a product that looks better in an open wheel,” Weber says. “European vehicles in particular are now coming OE with a coated rotor, and the aftermarket is realizing the need for this. If the pricing is reasonable the shop owners are pleasantly surprised to find that the customer will pay a little more for a premium coated rotor and they can make more gross profit on the parts.”

Ceramic pads are the fastest growing segment these days for most applications, Weber says. Semi-metallic maintains its heavy truck and commercial niche, but ceramic’s presence continued on page 66

Wagner ThermoQuiet Ceramic brake pads from Federal-Mogul are now available for 2011 and 2012 Hyundai Equus models. The new front disc brake pad sets feature application-specific formulations. Each pad includes the company’s Integrally Molded Insulator (IMI) one-piece design and Laser-Shaped Friction technology.

64 SSGM April 2012

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|| Brakes continued from page 64 is reinforced by the steady erosion in the price differential between ceramic and semi-metallic components. And in terms of price/value segmentation, economy and mid-grade brakes are gaining momentum as consumers increasingly see little or no difference in quality between these segments and the premium category.

“The friction category definitely has one of the strongest brand preferences amongst installers,” Weber says. “The installer continues to make the decision for the end-user, and that decision is largely influenced by price, value-add and dependability. The installer doesn’t want to have comebacks as a result of NVH [noise, vibration and/or ­harshness].”

For Ted Zahara, premium OE matched rotors and brake friction is the leading success factors for parts stores and service providers where success is a matter of increased profit margins and reduced service comebacks.

In terms of technologies, aftermarket sales of ceramic brake pads and OE matched rotors are at the top of the

growth curve in today’s market, he says.

Depending on application, premium quality semi-metallic brake pads are also doing well, he says.

Selling the need

Rather than use a straight ‘upsell’ approach, service providers should focus on selling the need, Zahara says.

This is largely a matter of conducting a complete brake inspection and letting the customer know what needs to be replaced to ensure problem-free braking after the servicing. Here, as always, conscientious service providers will have to tackle the age-old issue of customer education.

“Past experience indicates that the majority of the buying public doesn’t fully understand that a brake pad is just part of the overall brake system, working in unison with other components to safely stop a vehicle under myriad braking conditions,” Zahara says. “In some instances, the consumer is surprised when an invoice is presented for installation of parts in addition to what they saw as an advertised price for brake pads only.” Raybestos pro-

vides POS materials with diagrams that show customers how the brake system functions as a whole, Zahara says. “Taking the time to explain this information will go a long way toward ‘selling the need.’”

“Of course we recommend checking the entire braking system,” says Pete Murnen, global director, Undercar and Visibility at Federal Mogul.

“When replacing pads, you should turn the rotor, and replace that if needed, replace the brake hardware with it, and flush out the system. Also, if the rotor has been turned, it should be cleaned with soap and water to wash away any particles.”

For Zahara, the “perfect brake job” includes testing the brake fluid for acidity levels and flushing the system if necessary. Caliper sliders should be inspected and lubricated, and if the inspection shows excessive rust then replacement is obviously the way to go.

“Replacing parts of like kind is a must in order to return a vehicle’s brake system to as-new condition,” he says.

“Bottom line — it all boils down to ‘selling the need.’”

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Contact Mike Johnston @ 705-924-2011 or johnston.co@sympatico.ca 66 SSGM April 2012

p 18-20 Brakes.indd 66

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