Service Station Garage Management Feb 2009

Service Station & Garage Management February 2009

SSGM www.autoserviceworld.com

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February 2009

Vol. 39 No. 2

what’s inside

Editor

Tom Venetis (416) 510-6790 tom@ssgm.com Assistant Editor

David Halpert (416) 510-6784 dhalpert@ssgm.com Technical Editor

Jim Anderton jim@ssgm.com Art Director

Ron Taylor

Associate Publisher

Marc Gadbois (416) 510-6776 marc@ssgm.com Publisher

Robert Telford (416) 510-6797 bob@ssgm.com Circulation Manager

Selina Rahaman (416) 442-5600 ext 3528 srahaman@bizinfogroup.ca Subscription Inquiries

Gail Page (416) 442-5600 ext 3549 See Page 12

Production Manager

See Page 18

Steven K. Hofmann (416) 510-6757

Cover design by Ellie Robinson

Print Production Manager

Phyllis Wright

Cover Story: Word of Mouth

Vice President Canadian Publishing

Alex Papanou

CMG Marketing looks at using the oldest marketing tool to help drive business, revenues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Communications 2.0 Customer service means using social networks, technologies to talk to your clients . . . . 18

Riding on Air A time tested retrofit technology that can breathe new life into light truck suspension dynamics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Profit Top Up Spring brings a change in season and upselling customers on wipers, lighting . . . . . . . . . 32

Departments Editorial . . . . . . . . . . . . . . . . . . . . . . . .

News . . . . . . . . . . . . . . . . . . . . . . . . . .

Jim’s Rant . . . . . . . . . . . . . . . . . . . . . .

Garage of the Year Nomination Form Health and Safety . . . . . . . . . . . . . . . .

Crossword/Sudoko . . . . . . . . . . . . . . .

Internet Directory . . . . . . . . . . . . . . . .

Automotive Parts and Performance .

Solutions to January’s Puzzles . . . . . .

MAC Tools Fair . . . . . . . . . . . . . . . . . .

Advertiser’s Index . . . . . . . . . . . . . . . .

Last Word . . . . . . . . . . . . . . . . . . . . . .

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4 SSGM February 2009

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President Business Information Group

Bruce Creighton

Service Station and Garage Management is published 12 times per year. A Division of BIG Magazines LP. Subscription rates: Canada $51.95 + GST + applicable taxes per year; $82.95 + GST + applicable taxes for 2 years; single copy price $7.00 + $0.42 GST + applicable taxes.

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From time to time we make our subscription list available to select companies and organizations whose product or service may interest you. If you do not wish your contact information to be made available, please contact us via one of the following methods: Phone: 1-800-668-2374, Fax: 416-510-5148 E-mail: jhunter@businessinformationgroup.ca Mail to: Privacy Officer, Business Information Group 12 Concorde Place, Suite 800, Toronto, ON Canada M3C 4J2 ISSN #0381 548X “Postmaster: Please forward forms 29B and 67B to 12 Concorde Place, Suite 800 Toronto, ON M3C 4J2 Return Postage Guaranteed” Canada Post Canadian Publications Mail Sales Product Agreement No. 40069240 Return Postage Guaranteed.

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|| TOM’S EDITORIAL

Getting into the conversation R

By Tom Venetis, Editor

How can you tell today’s ready-connected customer their car is finished and to be picked up if you can’t send them a text message; or use Facebook, a blog or Twitter to manage the conversations about your business?

ight now, your customers are talking about you. They are swapping stories about the quality of your service, your technicians and how they were treated by your service writers. The comments may be positive, or they could be negative.

Your problem is the traditional means you have of talking with these customers are out of date.

In this issue, we have taken a closer look at how to make word-of-mouth marketing more effective for your shop through social networking platforms and how people today communicate using them. Your customers are more likely talking about you through blogs, Twitter, Facebook or some form of text messaging, rather than sitting around a coffee table with friends or family swapping stories about how great your shop and staff are.

This presents unique challenges and opportunities. In the first of several articles looking more closely at the aftermarket, John Nelligan, senior vice-president of CMG Marketing, which provides marketing and data analysis for the aftermarket, points out that effective marketing begins by focusing on meeting customers’ expectations, on providing quality service and support after the work is done. Isn’t this what they will talk to others about and what a shop has to be able to manage to effectively drive business forward? What shop owners neglect to use to their advantage, however, is the next step – using new communications technologies (as mentioned earlier) to talk about their business and service with customers.

To get a glimpse of how these new communications are taking place take a moment to see how today’s teenagers talk to one another. They are often not communicative in person, except for the occasional grunt in the morning to parents and teachers; but they become positively loquacious when using text messaging, Twitter or Facebook. More people today are communicating with each other through these technologies than ever before. If you are trying to reach people through traditional print media, such as taking out an ad in the community newspaper or through a flyer, you have already locked yourself out of the conversation.

How can you tell today’s ready-connected customer their car is finished and to be picked up if you can’t send them a text message; or use Facebook, a blog or Twitter to manage the conversations about your business and drive new and repeat customers to your front door?

Word-of-mouth advertising today must include these new modes of communication in order for your business to compete. None of this is expensive, many are free and easy to use. The challenge is making these technologies part of your shop’s customer service and marketing strategy. One way to start is to ask younger employees if they use these platforms. You will be surprised at how many already do, whether it be having their own Facebook page, text messaging through their cell phones, Twittering friends online or blogging about their day. Take them aside and ask them to help your shop utilize these technologies to better communicate with customers, to help manage the conversation about your shop and its services; and, of course, to converse directly with people much more quickly and effectively.

Do you agree? Disagree?

Let us know! letterstotheeditor@ssgm.com 6 SSGM February 2009

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|| News Briefs GAAS 2009 gets overhaul of fresh content

The 2009 Global Automotive Aftermarket Symposium (GAAS) returns to Chicago May 6th to the 7th with fresh content and presenters. The fourteenth annual event will take place at the Hyatt Regency O’Hare near Chicago with the theme “Winning Strategies in a Changing Aftermarket.”

“We listened to past attendees and their requests for topics and issues, and the dynamic GAAS 2009 reflects their input,” said Dave Caracci, GAAS chairman. “Industry executives are scrutinizing costs to attend events and demand ROI of intelligence, insight and data that they can transfer into immediate strategies. GAAS 2009 is built to deliver actionable takeaways for great business profitability, efficiency and competitiveness.”

Speakers already confirmed include

Bill Strauss from the Federal Reserve Bank of Chicago on “The Long Term Effects of Fuel Prices;” Dr. John Wormald of Autopolis on “The Environmental Crisis, The Auto Industry and The Aftermarket;” Rich Detskas, automotive manager, SGS Testing Company on “Outsourcing to Third World Quality: The Good, Bad and Ugly;” and David Portalatin from the NPD Group on “Consumer Insights: Just Ask!” In addition, two panel discussions are planned on “What Will the DIY Market Look Like in the Next Five Years” and “Internet Business Model’s In Today’s Aftermarket.”

Registration is now available for the symposium online at www.globalsymposium.org. Early-bird registration savings of $200 are available until March 20.

Hyundai Genesis and Ford F-150 take honours in Detroit The Hyundai Genesis and the Ford F-150 took top honours as the North American Car of the Year and North American Truck of the Year respectively at the 2009 Detroit Auto Show.

This makes Hyundai Motor Co.’s Genesis sedan the first North American Car of the Year Award for the South Korean manufacturer. The Genesis narrowly beat out the Ford Flex, a seven-passenger crossover vehicle, for the honour. It’s been a good year for the Ford F-150 as well. In addition to the 8 SSGM February 2009

honour presented at the Auto Show, it is the best-selling vehicle in the U.S. and was named the 2009 Truck of the Year by Motor Trend magazine in January. The redesigned F-150 topped the 2009 Dodge Ram and the diesel-powered Mercedes-Benz ML320 BlueTEC in the final round of voting. “The best keep getting better,” said Mark Fields, Ford’s president of the Americas. “I think what it says is it’s a broad playing field out there. And those people with a focus on the customer can win.”

Health Canada orders recall of Johnsen’s Brake Parts Cleaner

A recall has been ordered after testing by Health Canada revealed that Johnsen’s Brake Parts Cleaner sold by Princess Auto stores does not meet the requirements under Canadian Law with respect to flame projection.

This recall involves Johnsen’s Brake Parts Cleaner sold in a green pressurized container with a black cap. The product is identified by item number 8242844 and the following UPC numbers: 000000000008242844, 000000039101002415 and 000000039101024141 part number 2414F. The length of the flame projection generated by this product exceeds the Canadian regulated limit thereby posing a potential fire hazard. Health Canada has not received any reports of incidents or injuries to Canadians related to the use of this product.

Approximately 10,000 units of the recalled brake parts cleaner were sold at Princess Auto retail stores across Canada from November 2008 to December 2008. Health Canada has advised all consumers to immediately stop using the recalled brake parts cleaner. Consumers may return the Johnsen’s Brake Parts Cleaner to a Princess Auto retail location for a full refund.

For more information, consumers may contact Princess Auto Ltd. toll-free at 1-800-665-8685 between 8 a.m. and 6:30 p.m. CT Monday through Friday, Saturday 9 a.m. to 5 p.m. or visit the www.princessauto. com.

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|| News Briefs Chrysler rules out sale of individual brands

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Reuters has reported Chrysler vicechairman Tom LaSorda said the No. 3 U.S. automaker would not sell an individual brand like Jeep, but would pursue deals to sell off tooling for models going out of production, or even licensing production of current models.

LaSorda was responding to an earlier Reuters report that cited people with knowledge of the discussions as saying that Chrysler had been in talks to sell assets to Renault-Nissan and auto parts supplier Magna International. “This company is going to be around,� LaSorda said. “We are not going under.�

LaSorda said he could not address the question of whether Chrysler’s owner, private equity firm Cerberus Capital Management, was shopping the company to potential buyers in its entirety. “Those things are all dealt with at the Cerberus level, and at this point in time I just can’t speak to that,� he said.

He said consideration of any sale of the automaker would be the responsibility of Cerberus, and would have to be approved by U.S. officials under the terms of Chrysler’s US$4 billion U.S. government bailout. LaSorda said Chrysler had not had any discussions with Renault SA, which owns a 44 per cent interest in Nissan Motor Co Ltd. But Chrysler had been in discussions last year with Magna and Russian carmaker GAZ about making vehicles in Russia based on the platform behind the Dodge Caliber and Jeep Patriot, LaSorda said.

Those talks, he said, had broken off because of the economic downturn in Russia and the United States but could be revived. LaSorda said there was no consideration of Magna running one of Chrysler’s U.S. plants. Sources had

told Reuters that Magna had been in discussions with Chrysler to run its Belvidere, Illinois plant.

LaSorda said he already had been in contact with Wolfgang Bernhard, a former Chrysler chief operating officer who was recently hired as an adviser to Magna. Chrysler is also looking to sell tooling for models going out of production and could consider selling a license to another company to manufacture one of its existing models, LaSorda said. Sources had told Reuters that Chrysler was looking to sell the tooling for its PT Cruiser and was in talks with a pair of Chinese automakers on such a deal.

Active Group Inc. joins the CIA Association

Gord Olich, owner of Active Group Inc., a prominent automotive parts supplier in Alberta, has become an official member of the Canadian Independent Automotive Association (CIA). Olich has signed up four of his ‘Bumper to Bumper’ stores for membership in Alberta. They are as follows: Bumper to Bumper, Edson, manager Laurence Tyrell; Bumper to Bumper, 11754 – 170 St., Edmonton, manager Mark Nichols; Bumper to Bumper, 515 – 58 Ave., S.E. Calgary, manger Blain Ruzycki; and Bumper to Bumper, #1, 1825 – 32 Ave., Calgary, manager Mike McNabb.

The CIA Association is a non-profit association that is run by a dedicated board of directors that volunteer their time and commitment to improving the independent automotive industry.

It is a national organization and is actively involved in the fight for the Right to Repair bill.

More information regarding the association, please visit the association’s Web site at www.ciaassociation. org or contact Art Wilderman (403) 225-9578.

Visit our website www.autoserviceworld.com 10 SSGM February 2009

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You know where to turn

|| COVER STORY

Word of Mouth as a Marketing Pillar

Creating “Positive Chatter� Among Customers Ever wonder where the marketing experts go for advice? In their first of a series of articles throughout 2009, the folks at CMG Marketing in Toronto provide a perspective for independent repair shops that claims that the expertise in a particular type of marketing could actually come from the independent repair and services sector. CMG has been providing marketing services to the automotive aftermarket for 20 years and their unique approach to marketing fully recognizes the current paradigm of the aftermarket embodied by various supply organizations, local marketing requirements, banner programs, and the need to recognize this highly skilled, yet unsung segment of the economy. John Nelligan, their Senior Vice President, provides the first installment with an article on Word of Mouth Marketing in an environment where marketing budgets are often small to none.

12 SSGM February 2009

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|| Cover Story Is Word of Mouth Really Marketing?

Several months ago I attended a conference on “word of mouth” marketing or WoM for short. The conference was full of advertising and marketing execs extolling the benefits of “social marketing” methods. It struck me as an odd conference since at the most basic level, WoM is the antithesis of marketing. It’s a method that you trust to happen on its own to generate new customers for your business.

Marketing, on the other hand, is a whole set of programs and actions that you directly activate, usually because WoM isn’t happening the way you would want it to.

And with the speed of communication today through emails, blogs and electronic social media, WoM can seriously hinder the success of a business if a story about a bad customer experience multiplies through a community. No wonder marketers have shown such an interest in WoM; new media (that is out of their control) can completely overturn the positive efforts of their marketing campaigns.

To be honest, much of the conference was like listening to a bunch of wireless carriers pushing smoke signals as the next best technology.

Who knows it best?

As I sat through the day-long conference, I

Percent Operating Expenses

Source: Statistics Canada. Repair and Maintenance Services Bulletin 2006 (cat.

63-247-X) 14 SSGM February 2009

found myself wondering why there were no small independent businesses participating and learning at the conference – small independent businesses from, say, the independent automotive aftermarket. After all, isn’t this industry one that still depends on the tried and true method of WoM and repeat business? In fact, the real leaders at this conference could have been any one of the independent garages in Canada.

What makes people talk?

Despite the many success stories at the conference it was obvious that marketers have a subconscious distrust of WoM marketing.

Something else is needed for WoM to work – and that ‘something else’ is a whole set of marketing initiatives. For large companies it can take the form of quirky online videos, blogs or catchy street advertising.

The goal of these initiatives? Create positive chatter about a product or service – and do that by being open, pragmatic and engaging.

What they didn’t address was the lion’s share of small businesses, who don’t have mega-marketing budgets. Because of this, the independent aftermarket knows that WoM isn’t always better; it’s just sometimes all there is. Nevertheless, all the examples used at the conference did have success in creating chatter.

The challenge for the independent aftermarket is to create that positive chatter among neighbours and locals without depending on blogs, expensive video clips or other internet campaigns.

It probably comes as no surprise to the reader that marketing is one of the underfunded expense items in the aftermarket. In fact, Statistics Canada’s recent Repair and Maintenance Services survey showed that only one per cent of total expenditures were directed toward Marketing programs.

Actual marketing spent may be larger than reported since it is also the result of efforts by suppliers rather than shops, although they are just not always focused enough to benefit the individual businesses. Suppliers will often support their customer base through banner programs and other initiatives, but for the individual owner there is no “critical mass” to engage in marketing that can compete with the enormous spend of the OE dealer

Cover Story || networks. And despite the fact that marketing budgets are small, it also doesn’t make sense to increase them at the trade level since the increase required to make a difference is simply too much.

So the challenge is there. If marketing budgets are small out of necessity, what are the options? In the current environment, WoM can be the cornerstone of business development and hence a marketing strategy.

Figure 1.

2008 JD Power Customer Satisfaction Study

Service Garages can win at this game

One of the greatest reasons that ISCs can depend on WoM is that they consistently demonstrate dominance in the customer satisfaction game. The 2008 JD Power study placed Independent Repair Facilities above all other dealer chains and all but two national chains.

And high customer satisfaction is a necessary requirement for WoM tactics to work. Second, it is better that someone else tell a prospective customer how satisfied they were with a business than the business owner telling them directly. Why? Shop owners have a vested interest in portraying themselves in a positive light. A customer, on the other hand, usually doesn’t. So there is no inherent mistrust of a third party blowing your horn.

So what are they saying about me?

Well that is the risk, isn’t it? If we depend on what others will say about us, then we are at the mercy of their experience and how emphatically they convey it to others. By depending largely on WoM, repair shops can only directly influence those who come in direct contact with their business and service practices.

Sure we can depend on banner programs and association memberships, but the most effective method of building positive awareness is to treat every customer fairly, honestly and pragmatically.

It doesn’t hurt to proactively market at the same time

Does this mean that shops should focus less on marketing and more on WoM? It’s actually not so simple that it should be looked at as a tradeoff between the two. The reality is that there are many marketing factors that affect the success of building a small business through WoM. Some of the marketing effort is depen-

dent on others, some on the individual shop owner. All are intended to create excitement and positive chatter among existing customers and permission to believe among prospective customers.

What can shop owners do?

For the shop owner, the challenge then is to replicate the imperatives required to make WoM a successful business development strategy. What is it then that repair facilities can do to convey openness, honesty and stay interesting enough to create positive chatter?

1

Presentation – More than polishing the front door, this should convey commitment to the business. An inherent advantage that national and regional chains have over an independent is the consistency of the look and the standard that they often place on shop presentation and cleanliness. This creates consistency that builds confidence among clientele. While independents may not have that consistent look and feel across multi-locations, the level of cleanliness can be used to convey pride of ownership, and to win the confidence among consumers. And leaning on a banner or loyalty partner to help standardize the look or provide point of sale material always helps in this regard. See “What can others do?”

2

Technical Credibility – Partner with credible training programs and accreditation organizations. Many suppliers and organizations offer quality training for your technicians and managers. But building confidence among your clientele means communicating how you have taken advantage of these programs to build a technical expertise that is equal to, or better than the OE dealers. Remember that training has February 2009 SSGM 15

|| Cover Story many marketing benefits in addition to the core safety and quality benefit of the training itself.

If no one knows about the technical credibility of your staff, you are missing a key confidence builder among potential clientele.

3

Customer Experience and Recognition for repeat business – Convey appreciation to customers for their business; fail here and customers won’t spread the word. Building a friendly environment and a sense of appreciation among your customers takes time and effort. But this doesn’t mean that the onus rests on you and your shop team alone. Many customer retention programs and services are available that will help you build a regular communication stream with your customers through postcards, emails, even direct phone calls. With minimal investment you can raise the customer confidence of your clientele by simply contacting them. This reminds them that you value them as customers and creates an opportunity to build repeat business. Despite a media backlash against telemarketing, most customers appreciate short reminder calls especially from local businesses that they’ve done business with in the recent past.

What can others do?

Each of these factors is an outward representation of who the shop really is; of how open, pragmatic and engaging it is. And where it may not be obvious (like in technical credibility) marketing budgets have to communicate it through signage and other methods. But we’ve already acknowledged that it’s pointless to push marketing budgets too far. This is where others come in. Most shops have at least half a dozen significant suppliers to their business – from parts, to tools, software and training. These suppliers have marketing budgets to help these shops in any of the above categories.

And these supplier affiliations should be leveraged to convey competence, brand strength and stability through association. Suppliers can help by providing the materials needed to address many of the imperatives. The pay back to the supplier is allegiance; the pay back to the shop is credibility, stability, and strength of the brand association.

Associations can play a key role in conveying who the independent sector is to the general public. Think of association memberships as the independents’ version of the OE dealer network. With their clout they can broadcast the credibility message that OE dealer associations try so hard to diminish. Getting involved and 16 SSGM February 2009

providing input to associations reminds them that issues like Right to Repair, or other marketing initiatives can fall flat if the general public doesn’t really understand the choices they have in the automotive aftermarket. This means encouraging them to get a massive message out about the independent sector.

So whether it’s the AIA, NATA or your regional affiliate organization or even your local chamber of commerce, make your voice heard and let them know whether their efforts are actually helping you build your business. If not, get involved and find ways to voice the need to build awareness and confidence so that positive chatter among your existing customers van take hold with prospective customers.

So WoM may work fine on its own, but there are many other elements that can either help or hinder the effectiveness of “chatter” to build a business – that can make it positive or negative.

That means continuing to focus on image, technician training and relationships, and leaning on associations and supplier programs to do more for the marketing image of repair facilities.

Many companies today engage in short surveys during the transaction process. One of the most common questions in these surveys is “Where did you hear about us?” Typical responses are “Print Ad,” “Flyer,” “Post card in the mail,” “Internet” or “A Friend.” At its most basic level, “a Friend” means Word of Mouth.

In its extended, non-traditional form, blogs, chat and internet may be the newer extensions of WoM. Despite the fact that these communication channels are used less in the aftermarket doesn’t diminish the fact that most business is generated by one person telling another. In the aftermarket, the experience is a minimum requirement, but the entire marketing and image program must be there for it to work.

SSGM

John Nelligan is Senior Vice president at CMG Marketing in Toronto. CMG specializes in full service marketing solutions, call centre support and marketing analytical and data services to key clients in the automotive aftermarket. John holds an MA in Economics from the University of Toronto and has been providing information strategies to organizations for 25 years.

Is Word of Mouth Marketing important to you? Let us know what you think by emailing us at tom@ssgm.com

|| NEW COMMUNICATIONS

New Communications I

t was a story that caught a lot of people’s attention. The father of a California teenager got a phone bill that was shocking, not just for its length but for how it got that long in the first place. What Greg Hardesty found was that his 440-page bill was the product of his daughter Reina Hardesty’s incessant texting.

In a single month, Reina had produced 14,528 text messages, some 484 text messages a day, or one for every two minutes she was awake. These messages were mostly between herself and her friends.

Recent studies of online behaviour show people today communicate heavily through a variety of social networks, from the ever-popular Facebook and Twitter, to postings on blogs, to making YouTube videos and finally texting from their cellular phones.

Today, young people use all of these kinds of technologies to keep in touch with friends, to gather information

18 SSGM February 2009

and to communicate with businesses.

They also carry over this online-based communications into later life. In the U.S., 61 per cent of persons between the ages of 25-49 regularly use text messaging to communicate or to get information they need.

Take the popular site Facebook, where people young and old can communicate about themselves, their work, and maintain contact with friends and colleagues. Currently, it has more than 150 million active users, of which 13 million are accessing and using their pages every day, posting some 20 million pieces of content each month.

This content includes Web links, news stories, blog posts and notes, which also includes a person’s feelings about businesses and services.

The power of social networks

The power of these social networks in influencing people’s perceptions about

a business’s products and services has not gone unnoticed by big companies. Let’s look at two examples for a moment.

Dove’s Real Beauty Campaign program effectively used not just traditional print and television advertising, but also various online forums, blogs and YouTube videos to reach people.

The company even created an online community that gave people access to special offers, free samples, health quizzes, and beauty tips.

The idea was that by creating this community where people could talk about the company’s products it would get the company’s message out more effectively than traditional advertising alone ever could. It would allow the company to better manage their mandate and help promote its products more effectively. The thinking behind this was that by having people talk about the products and campaign amongst themselves by using new online technologies, this would not only be more effective but could be better monitored than simply putting up a billboard ad or buying 30 seconds of air time.

Nike used its Web site (www.nikeplus.com) to connect some 800,000 runners and got them to sign up for a 10K race that the company sponsored in 25 cites. Using a combination of social networking and new communications technologies, such as its Nike+, Nike was able to better promote its running shoes to these nearly million participants. The New Jersey-based SportOneSource market research firm says this strategy helped increase the sales of Nike’s running shoes by getting people talking about its products.

Nike accounted for 48 per cent of all running-shoe sales in the U.S. in

NEW COMMUNICATIONS ||

Text, Twitter, Blogs, Facebook are just some of the tools your customers are

By Tom Venetis, Editor using to talk with each other and about you 2006. By 2008, that market share had increased to 61 per cent.

The first steps are not hard or expensive

So as an independent, does this mean going out and shelling out tens-ofthousands of dollars to use these new communications technologies in the hopes of increasing sales, customer service and loyalty?

Of course not. In fact, the majority of technologies are free or very cheap, as well as easy to use.

Take the story of Reina Hardesty’s text messaging marathon. Almost all mobile phone carriers offer text messaging as part of their plans and it has become the preferred way for people to communicate.

Stan Bradbury, president of Dealer Text Solutions in San Francisco, Calif. says people are sending and receiving more text messages than they are getting voice messages. Not only that, they can also respond faster with text messages than email or voice messages. His company makes texting software that can be integrated with a shop management system in order to instantly communicate with customers. He cites one study that finds that in the first two quarters of 2008, the average cellular phone user in the U.S. received some 357 text messages compared to 204 voice messages. He says independents need to use these kinds of communication technologies if they want to provide effective customer service.

“The highest level of customer service is communicating (with customers) in a way they prefer,” he says.

“Texting is the preferred way of communications for many. Once you start using text, you don’t go back.”

The advantage of texting is that it’s easy to use and has a high response rate. Bradbury says, on average, a direct mail campaign produces only a two per cent response rate amongst recipients. Directly calling to tell a person about a new service opportunity or a tire sale has about the same response rate, but a text message has about a 30 per cent response rate, he says. As well, there is an immediacy that is not available with most other means of online communications. An independent can send a text saying a customer’s car is ready to be picked up or to confirm it is alright to go ahead with a certain repair, and be assured of a quick reply.

Blogging or using Facebook through an established company Web site is another way to keep in touch with customers more effectively. Blogs allow an independent to write about their services, answer questions from customers and initiate and develop an ongoing dialogue that keeps the

business in that person’s mind and manages the message the shop wants to promote more effectively. As well, by soliciting such dialogue, people feel they have a stake in the business and are more willing to send their dollars and direct others to the business, which is the ultimate goal of this kind of communication technology. Remember, a decade ago few businesses had Web sites or email addresses. Today, it is a rarity for reputable businesses not to have them. Why would people bother to come to your business when they can’t see who you are? So if they can’t communicate directly with you or you can’t start a conversation with them, why would they send their business, or the business of others, to you?

What do you think?

Have your say and speak your mind! letterstotheeditor@ssgm.com

February 2009 SSGM 19

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|| JIM’S RANT

Apprenticeship Redux I

By Jim Anderton, Technical Editor

love it here at SSGM when readers give us feedback. E-mails and letters are always welcome, whether you agree with my opinions or not, and my column about the problems of apprenticeship in the automotive aftermarket certainly struck some raw nerves. Judging by the reactions, I feel it’s time to lay out the facts as I see them, especially in the new economic climate of 2009. What is the point of apprenticeship?

There are many. The primary one is training that leads to journeyman/master certification, as in other skilled trades. For society as a whole, it means better quality service and for the trade itself, a limit on entry to the trade, keeping up wages. But does it do these things?

Wages

So what do we have? A training system that prepares young techs for low wages and poor working conditions, and yet more training, often at their own expense.

Do you agree?

Disagree?

Let us know! letterstotheeditor@ ssgm.com 22 SSGM February 2009

Light vehicle repair, relative to other skilled trades, is woefully underpaid, especially considering the safety critical nature of much of the work. Why? The industry has suffered chronic labour shortages for years; in most professions, shortages boost wages and improve working conditions. Neither the pay nor the working conditions make this an attractive trade today, despite attempts to convince young people today.

Training

Ask any shop owner today about the job readiness of apprentices and they’ll tell you that the real training happens on the shop floor. Few high school and community college programs can keep up with the current pace of technological progress in light vehicle technology and newly minted techs can expect to sit next to veterans in the continuing education training sessions needed to stay current today. Training is a lifelong part of the trade and most of it will continue to come from non-institutional providers. I’ll bet that a kid with strong computer skills but “stone hands” could be trained into a valuable and productive diagnostician in today’s shop environment without ever taking a formal automotive tech class.

Service

Here in Southern Ontario, a huge proportion of mainstream service work like brakes, exhaust and ride control, are performed by installers working for mass-market franchise operations. While there’s a “Class A” somewhere in the shop, count how many are doing the work in the trenches. It’s been suggested for years that anyone who does anything under the hoist should be licensed. No politician, in Ontario at least, would dare try that kind of legislation, if for no other reason than there’s no evidence that there’s a safety issue with the current system. And this doesn’t even begin to address the huge number of “back yarders” and illegal shops all over the country.

What’s the answer? Surely not more of the same system that we’re using right now. I think we need to rethink training and start qualifying techs system by system, but then require that training for each type of job. Brake and muffler shops should have certified brake and muffler techs, without the need to train them in systems they’ll never service. Let young techs earn more qualifications as they work, until they have enough “merit badges” to earn journeyman or master status. If they’re happy with a career as an A/C specialist or an engine control software diagnostician, let them tailor their training to suit. I could care less if the kid balancing my tires knows fuel injection, but I’d like to know he understands tires. In fact, what I’m talking about is really already here, at thousands of brake and muffler shops, box stores and underground garages across the country, except without any training or control at all. We need to do something, or the trade will die of old age … and the current system just isn’t working.

Yes, we can!

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Since 1954, Muscular Dystrophy Canada (MDC) has been committed to improving the quality of life for tens of thousands of Canadians with neuromuscular disorders, and funding leading research for the discovery of therapies and cures.

Since 1973, SHAD’S R&R Golf Tournament has supported these efforts by donating over $3.4 million to Muscular Dystrophy Canada. Now entering its’ 36th year, the automotive aftermarket continues to fulfill founder Fred Shaddick’s original mission of, “For the Kids”.

JUNE 11

Did You Know? In 2008, MDC was able to fund over $3 million worth of equipment and over $4 million in cutting edge research.

Did You Know? That the cost for a wheel chair can range from several hundred dollars to over $30,000.

You Can Make a Difference!

If you would like to make a donation to SHAD’S R&R “For the Kids” campaign, please feel free to contact a member of the SHAD’s Board at one of the e-mail addresses listed below. If you would like to make a direct on-line contribution, please visit www.muscle.ca/shads SHAD’S Board of Directors Bill Blair blair.assoc@rogers.com Brad Shaddick brad.shaddick@federalmogul.com Ken Coulter ken.coulter@specialtysales.ca Luc Champagne lucchampagne13@videotron.ca Mike Holland mwh@cogeco.ca Ray Osika RO8997@gates.com John Vanstone john.vanstone@specialtysales.ca

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We stock the very best fuel, air and oil filters from OE manufacturers Mahle, Mann + Hummel, Hengst and Robert Bosch.

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The superior ride of your customers automobiles will be maintained with OE shocks from Sachs and Bilstein Our online catalogue, www.aclonline.ca, provides quick and convenient purchasing and a comprehensive product search function. Phone in orders and inquiries are handled by our friendly, knowledgeable sales staff.

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|| Chassis

Riding On Air A time tested retrofit technology that can breathe new life into light truck suspension dynamics

By Jim Anderton, Technical Editor

A This is the closest you’ll get to the upper mount on this F-150, which is buried by frame rail, cross member and the cargo box.

It’s little better underneath, as this armour cuff restricts access to the top of the shock body.

26 SSGM February 2009

nyone old enough to remember classic subcompacts, like the Datsun B-210 or early Toyota Corollas, will remember the ride. Empty, they rode like a buckboard in a Western movie, rear wheels bouncing over every bump in the road, with only anemic engines keeping them from swapping ends in anything like a quick turn. Loaded, it was the opposite: a hippopotamus wallow that challenged the bump stops. Heavy (meaning four adults) and the little subcompacts offered the door handle-scraping body roll of an early-Seventies Lincoln Town car, while still subjecting the occupants to a harsh ride.

The reason was a primitive solid axle rear suspension and leaf springs, the same system under millions of modern SUVs and light trucks. Canadian owners have used weight in the rear for years as a winter traction aid and many notice the smoother ride. Can a technician offer something more practical?

SSGM tested a technology that’s hardly new, but that can give owners tremendous flexibility in rear suspension dynamics: air shock absorbers. “Air shocks” have been around for decades and were once extremely popular with full size rear wheel drive cars, especially those pulling trailers where the tongue weight combined with soft suspension calibration created tail dragging rear sag. Unless you’re in a Crown Victoria or Town Car, trailering the boat or “sleds” today means light trucks, whose suspension systems are very much like the full size cars of thirty years ago.

SSGM’s test vehicle was a “Heritage” F-150, typical of body-on-frame SUVs and light trucks, with simple leaf springs, an 8.8-inch 31-spline solid axle with open differential and non-staggered tubular shocks. The test technology was Gabriel’s Hi-Jacker (clearly a pre-9/11 brand name)

Chassis || air shock kit in the classic stud top, eye bottom mounting configuration. The kit comes with two shocks, mounting hardware kits that include sleeves for different diameter lower cross bolts and an air line kit with a tire-type filling valve. One of the beauties of working on these simple rear suspensions is speed. The Hi-Jackers install the same way as conventional shock absorbers, with a small amount of additional time needed for routing the polymer air lines and filling valve.

As most techs find almost every day, getting the old components off can be the most time consuming part of the job. The test F-150 uses an inboard tank with vapour lines uncomfortably close to the upper stud mount on the left side, making the “hot wrench” an unsafe proposition.

Unfortunately, corrosion of the stud’s exposed threads and the poor access to the upper mount made a stud breaker impractical too. The solution was a classic knuckle-busting, short-swing of a ratchet from outboard of the frame rail.

Depending on the old shock design, it might be possible to hack the old shock’s upper body and turn it while holding the upper nut stationary. Either way it’s tight in this application.

Installation of the Hi-Jackers was straightforward. Like standard shocks, it’s important to remember that the mounting rubbers have a correct orientation, with the shoulder facing the chassis hole and the flat surface against the cupped washers. The kit included both upper mounting nuts and thin jam nuts for extra security. Correct tightening torque is easy to see as the rubbers compress to the outer diameter of the cupped washers. Lower eye mounts were also dead easy, although the Ford application required the supplied sleeves to bring the eye I.D. to a close fit with the cross bolt. Forget the sleeve and the lower mount will either rattle, or require the cross bolt to be overtorqued until the mounting eye contacts the yoke of the mounting bracket, causing noise and wear. The Hi-Jackers are almost twice the diameter of the admittedly undersized stock shocks, which presented no problem in the roomy Ford chassis.

In some applications, exhaust or brake components might have to be “tweaked” for comfortable clearance.

The air fittings are mounted on the side of the shock body, requiring a little planning before torquing down the mountings. In the test vehicle, the nipples were mounted upward to keep them away from road debris and to make a cleaner air line installation. Air lines are surprisingly small relative to the wide Hi-Jackers and come with O-rings and fittings preassembled for speed. There’s no cutting for length, Gabriel suggests simply coiling the excess length and strapping it up and out of the way.

Like any chassis-mounted liquid line, standing the air lines off from chafing surfaces is essential. Gabriel achieves this with snap-in mounts that use ¼-inch drilled holes and push in easily without tools. Similarly, the filling valve mounts through a ¼-inch hole in any location where the owner can get an air chuck. It’s important to choose a location that’s convenient, but also protected from impact

The lower mount is sensible; remember to re-install with the nut facing inward.

Our setup for removal where torches can’t be used: The wide mouth ViseGrips reach around the shock body, while the ratchet handle swings from outside the frame rail. There’s no doubt that Ford engineers designed this for easy assembly, not service. Note the salt and premature rust on this Southern Ontario truck … rust-proofing/oil spray would be a natural upsell.

The Hi-Jackers are thick but there’s plenty of exhaust clearance here.

February 2009 SSGM 27

|| Chassis

Airlines come pre-assembled and ready to finger push into fittings.

A creative solution to the valve location issue: The Ford step bumper is empty behind the license plate making this valve location easy to install.

Removing the plate gives easy access to the fittings. The supplied warning trim ring is installed below the fitting (it normally fits like a washer around the valve) to keep the plate number legally legible. Don’t forget the supplied valve cap. If the plate has to be removed, drilling through the bumper would be preferable.

Routing airlines is quick with these push-in stand offs. Total installation time should be well under an hour for a straightforward application like this F-150.

28 SSGM February 2009

damage and water immersion. On light trucks and SUVs step bumpers are a common spot, but there’s lots of air line length, so there should be few limitations for the creative.

Connections at the valve and shock body are plastic and there’s no specified torque setting in the instructions. Fingers proved to be more than adequate to get the compression nuts fully bottomed and the dual O-rings seated. Total installation time was a little over an hour. With judicious use of an air chisel, acetylene torch and skipping the photography should bring it to 45 minutes or less for solid axle trucks like the test F-150.

How do they work? Similar to Dad’s station wagon, with the rear ride height directly controlled by the 25- to 200pound pressure range available with the Hi-Jacker system.

Ride compliance is similarly affected, with the ride stiffening appreciably at pressures over 70 PSI for the half ton Ford when empty. For hauling and/or towing, the ability to maintain proper ride height and therefore front suspension geometry is obvious. What’s surprising is the amount that the truck’s ride and handling can be fine tuned empty by adjusting the pressure. Gabriel notes that the Hi-Jackers can be installed with individual filling valves to allow split pressures left to right, but for most applications this is too much adjustability for the average driver. Exceptions include vehicles that must be more heavily loaded on one side, like glaziers’ trucks with glass racks on one side only, as well as the classic setup under old-school muscle cars, where the split pressures help launch the car straighter “out of the hole” with better traction.

Why install products like Hi-Jackers? The most important reason is of course profitability, but almost as important is the ability to offer consumers options that are better than the OEM equipment and enhance safety. Keeping consumers away form the OE dealership and loyal to your shop requires a reputation for service that’s superior to the dealership. The Gabriel Hi-Jackers are an example of a performance-enhancing upgrade that’s easy for consumers to understand, simple and quick to install and returns good margins for installers. Like premium brake and tire service, however, upselling like this requires driving home the value proposition rather than “racing to the bottom” with marginal white box suspension components. It takes just as long to install cheap shocks and sometimes longer if the fit is poor … “short changing” both shop and consumer. In today’s economy, we can expect longer ownership between trades; upgrades like Hi-Jackers are very inexpensive relative to trade-in even with today’s low interest rates, a “win-win” SSGM for buyer and seller.

Add your knowledge, expertise and experience. letterstotheeditor@ssgm.com

2009 SSGM Garage of the Year Presented by:

?

I Nominate: _________________________________________ Garage Name ________________________________________ Owners Name ________________________________________ Address _____________________________________________ Phone (_____) ________________________________________ The reason I believe this nominee deserves this award is: ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ My Name: __________________________________________ Address ____________________________________________ Phone (_____) _______________________________________

Nominate your choice online at www.autoserviceworld.com or complete and mail this form at left to: SSGM Garage of the Year 12 Concorde Place, Suite 800, North York, ON M3C 4J2 or fax to: 416-510-5140

Who has the best shop in Canada?

The 2009 SSGM Garage of the Year, presented by Total Lubricants, seeks to recognize the very best independent service provider in the Canadian automotive aftermarket.

Anyone can nominate an automotive service provider. The award recognizes excellence in the areas of good business practice, training, customer satisfaction and community involvement.

Make copies and simply ask your customers, suppliers, members of your community or even competitors to complete this form. Return all your nomination forms by fax or mail to SSGM by September 21st, 2009, or be nominated on-line at AutoServiceWorld.com.

The finalists will be identified in the October issue of SSGM and the winner will be announced in the December issue.

|| HEALTH AND SAFETY

Don’t make insurance an afterthought

A

nyone starting a business of any kind knows that one thing is certain, that before the doors are opened on the fist day, one will have to secure insurance for the business. An independent service operation is no different, and most owners likely go to their bank or insurance broker and take out insurance and get on with running their business.

But is an independent service operation just like any other business? Is the kind of insurance coverage needed the same as the insurance needed for operating a small clothing store or a restaurant?

While SSGM will not recommend to anyone what kind of insurance they should secure for their business, or where to get such insurance, we can provide a quick, if simple, overview of some things a shop owner should ask when getting insurance for the business.

Liability coverage

Doug Searle, director of business development with PBL Insurance Ltd. in London, Ont. said all liability insurance is to protect the owner and assets of the business if something happens.

“In a repair garage, if someone is working on somebody’s vehicle and as a result of the work they have done there is an accident and they get sued as a result of the work, whoever was injured in the accident and any property damaged caused, the claim will be targeted at the owner of the business,” he says.

As well, liability insurance protects a business against such unseen disasters as a fire, or damages by a fire that begins in an adjacent building The problem with many shops, according to Searle, are owners often do not buy the correct kind of coverage they need, or enough of it. He 30 SSGM February 2009

does not blame the owners for this.

Insurance is often a complicated business and there is much that has to be reviewed. Added to this, is the cost factor. Some owners often try to save some money by buying only the minimum amount of insurance they think they need. Again, the problem with that approach is the owner does not take the time to think through what exactly they must have and to factor in unforeseen contingencies or future plans for the business as well.

This is why the first things people in the insurance industry will tell a prospective shop owner to do is to first come prepared with all the necessary paperwork and information about their shop the insurance representative will need. Angelo Zacharakis, associate broker with D.L. Deeks Insurance Inc. in Toronto says owners should come with such basic information as payroll, gross receipts, how many vehicles a shop has on its property at any one time and their value, for example.

The reason for this is it will be used to establish a base-line for evaluating what kind of property and liability insurance one will need. Take tools, for instance. Shop tools are a valuable commodity, both to the technicians who use them and for thieves. Insurance companies will insist on knowing what kind, how many and the value of the tools, which is why it is important to do a comprehensive and accurate inventory and to keep all receipts.

“Theft is a big concern for garages,” Searle, adds. “Thieves know that often tools will not have a serial number and they can do a smash-and-grab and the tools are often in cabinets with wheels.

So there is a risk of someone knocking down the (shop) door and taking the tools. It can be done in a matter of minutes. There are tool chests out

By Tom Venetis, Editor

there that can have some $120,000 of tools in them and they can be gone quickly and peddled on the black market.”

Remember to regularly review your plans

But it is also important to remember that all this is only a base-line. Over time, a business grows and changes: employees come and go, the workforce size can grow and even the facility can change as well; and then there are things that happen inside the shops, as more tools and equipment are purchased and new kinds of work are taken on.

So experts say that an important part of any insurance plan is regular reviews of the coverage to make sure that it reflects the realities of the business, its operations, assets and structure. Too often, and unfortunately in a time of crisis, a shop owner may realize the coverage they have is insufficient, a costly mistake.

As Searle often says to people who come to him for advice on insurance, the purpose of buying insurance is to protect your business and livelihood.

So it is best to think of insurance and regular revisiting of the coverage and plans as a normal part of one’s business process and an ongoing investment in the continuing longevity and profitability of the business.

“The repercussions of not being insured properly could be the loss of everything you have worked for,” Searle reminds people.

SSGM

What do you think?

Have your say and speak your mind! letterstotheeditor@ssgm.com

No matter where the vehicle is designed, engineered or manufactured, WIX® more than likely has an oil, air, fuel or cabin filter for it. And not just any filter, one that continues to break typical aftermarket stereotypes for fit, form and function. In this great big world of foreign nameplate products, WIX means quality in any language.

See the WIX distributor nearest you or visit wixfilters.com.

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|| PROFIT TOP-UP

Spring Forward The change in season means replacing worn hardware and increasing profits

By David Halpert, Assistant Editor

C

anadian winters are especially notorious for wreaking havoc on a vehicle’s exterior systems.

This is doubly so for those parts particularly vulnerable to the cold and snow.

Since many of these components need to be replaced on an annual (sometimes seasonal) basis, this translates to increased sales for independents.

Two parts in particular that bear the brunt of winter the hardest are wiper blades and headlamps. The importance of a good set of wiper blades and headlights in accident prevention cannot be denied, as well as their profit potential for savvy independents, especially when independents leverage today’s product innovations and technological developments to sell customers on upgrading to these newest technologies when it comes time to replace older, worn systems.

Educating customers about wipers

“Automotive service professionals can benefit by educating their customers about the relationship between clean windshields and driving safety,” says Tom Vasi, group product manager for Bosch’s wiper systems. “While bad weather and hazardous road conditions are rarely within our control, driving safety often is. The windshield wiper, a relatively inexpensive and

easy-to-install item, plays a crucial role in improving driving visibility and, as such, is an important safety-related item.”

Since 2005, with their introduction Bosch’s Icon Blade uses beam wiper blade technology for a more effective removal of water, ice.

32 SSGM February 2009

of the Aerotwin bracketless wiper blade design, Bosch has helped push the market towards beam blade technology. By eliminating the conventional external steel frame Bosch improved the blade’s ability to hug the curvature of modern aerodynamically shaped windshields. Enclosing the tension springs has reduced the chance of snow and ice build-up to ensure excellent performance in winter. A symmetrical wind spoiler creates a downforce through channeled airflow, resulting in better windshield contact and a cleaner wipe. This becomes especially important in severe wind conditions, all-toocommon during winter driving, where older wiper technologies often failed to keep the wiper blade on the windshield when the winds kicked in.

“It starts with asking your customers, ‘When was the last time you replaced your wipers?’” says Randy Chupta, marketing manager for Gates Canada, producers of the Trico wiper blade. “It is recommended that wipers be checked every six months and replaced at least once a year. Unfortunately most consumers on average replace their blades every two and half years.”

Chupta goes on to say that having support signage/materials provided by the wiper manufacturer in their waiting room will alert consumers for the need to change their blades. He says that having service writers with the right knowledge and training, along with up-to-date materials to give customers will help independents generate higher sales and profits, especially when the season changes to spring and it is common to change worn blades and other parts.

Trico offers a line of displays to stock and showcase its product.

They also offer posters, counter mats, and counter easels that can be placed in the customer wait-

ing area. Additionally, their sales reps spend a great deal of time working with wholesalers at the level of the auto service provider. These “detail calls” are essential to building relationships with their clients, providing technicians with helpful business building tools and to outline seasonal promotions that may be running.

Brightening up headlights

In recent years, the vehicle lighting market has cautiously moved from halogen lighting to high-intensity discharge (HID) lighting. Because HID headlamps do not use a filament as their primary lighting source, the lights consume less energy but also produce a brighter light than halogens. Because HIDs produce 250 per cent more light than halogens, it makes driving at night safer for drivers since their view isn’t forced or strained. The colour of the light is closer to 6,000 degrees Kelvin (comparable to sunlight at 6,500 degrees Kelvin).

When asked what technicians could do to better market their lighting products more effectively, Alfredo de la Vega, marketing manager for Hella Inc., has this to say: “I think they [technicians] need to recognize that the lighting system is used on a consistent basis so it needs to be maintained and upgraded on a consistent basis as well. You have to change

Hella replacement headlamp for a 2005 Volkswagen Jetta V.

Profit toP-uP ||

Other Additives Trico offers a line of displays to stock and

your bulbs every showcase its products like the Trico NeoForm conducted, 4-6 months, even beam blade. some water always if they may still be remains in the sysworking for safety reasons. Lights wear tem, therefore in order to get the just like tires do. A technician can rec- factory fill recommended 50/50 ratio ommend this to their customers since of water and antifreeze/coolant, you lighting performance also decreases have to use a concentrated formula, and then test the concentration levels with time.”

Vega adds technicians should also with the proper equipment or tools.”

The reason antifreeze/coolant and point out to drivers that in the transition from winter to spring there is a water are mixed at a 50/50 ratio is to chance moisture may have gotten into lower the freeze point of the cooling the lighting housing and to the lights system to –36 degrees Celsius and to themselves. If this happens, there is raise the boiling point to 109 degrees a good chance for rust to slowly cor- Celsuis (or 129 degrees Celsius using a rode the connections and cause the 15 lb pressure cap). Problems that can headlamps to fail. That is why regular occur with a 30/70 per cent mixture of inspection of lights should be encour- antifreeze/coolant and water include a aged and made part of a spring inspec- raised freezing point, lowered boiling point and decreased metal corrosion tion routine for the customer.

Another strong selling point for protection. Problems resulting from a HID lamps is conventional halogen 70 per cent antifreeze/coolant conbulbs normally last between 500-1,000 centration may include slushing, addihours HID lighting can last an average tive precipitation, water pump leakage, of 2,500 hours, as much as four times poor heat transfer, overheating, and of course, a raised freezing point and the longer. possibility of overheating.

Bye also recommends shops use disAntifreeze/Coolants Antifreeze is probably the first thing tilled, deionized or quality soft water that comes to mind when someone during flush and fills to minimize think of additives — but they actually potential contamination. Ions and encompass a wide range of fuel treat- impurities that are sometimes present ments, cleaners, and coolants across in poor quality water can attack and/ many brands and types. However, or adhere to metal surfaces in hot heat there’s no discounting proper anti- exchangers and cause scale build up. freeze when it comes to preventative Also, some municipal water carries chloride, chlorine and sulfate, which maintenance.

It is recommended that a concen- can cause corrosive issues.

“This type of contamination can trated formula be used on most model vehicles. A good antifreeze should be contribute to erosion corrosion and phosphate-, silicate- and borate-free, lead to decreased antifreeze/coolant and should extend the life of a corro- flow, resulting in poor heat transfer, sion inhibitor package so that it lasts cooling system components failure and higher metal and oil temperatures,” for up to five years or 150,000 miles.

“Our 50/50 formula is a great con- says Bye. SSGM venience product for topping off or just draining and refilling the system. But it’s really important to use our concentratBosch www.bosch.com ed formula when doing a complete sysGates Canada www.gates.com tem flush,” says Jeff Bye, vice-president Hella Inc. www.hellausa.com and general manager of coolants and Honeywell CPG car care for Honeywell CPG regarding www.honeywellcpg.com its Prestone brand. “When a flush is

RefeRence List

In order to help keep the engines clean many oil manufacturers often include other additives in addition to the viscosity index improvers. This minimizes sludge build-up, corrosion inhibitors, and alkaline additives to neutralize acidic oxidation products of the oil. The following are other additives available commercially which can be added to the oil by the user for additional benefit.

These include: • Zinc dialkyldithiophosphate (ZDDP) additives, which typically also contain calcium, are available to consumers for additional protection under extreme-pressure conditions or in heavy duty performance situations. ZDDP and calcium additives are also added to protect motor oil from oxidative breakdown and to prevent the formation of sludge and varnish deposits.

• In the 1980s and 1990s, additives with suspended PTFE particles were available to consumers to increase motor oil’s ability to coat and protect metal surfaces. There is controversy as to the actual effectiveness of these products as they can solidify and clog oil filters.

• Some molybdenum disulfide containing additives to lubricate oils are claimed to reduce friction, bond to metal, or have anti-wear properties.

Most commercial oils have a minimal amount of ZDDPs as an anti-wear additive to protect contacting metal surfaces with zinc and other compounds in case of metal to metal contact.

The quantity of ZDDP is limited to minimize adverse effect on catalytic converters.

Add your knowledge, expertise and experience. letterstotheeditor@ssgm.com February 2009 SSGM 33

|| PUZZLES CROSSWORD

by Myles Mellor

You know where to turn

34 SSGM February 2009

Crossword by Myles Mellor www.themecrosswords.com

1 2 3 4 5 6 7 8 Across 1. Mercedes9 10 11 12 Benz was the 13 14 15 16 17 latest company 19 20 21 22 to join onto this 18 agreement 23 24 25 26 27 4. Safe car 30 31 32 28 29 company, 33 34 35 36 perhaps 7. Hyundai 37 38 39 relative 40 41 42 9. Cereal grain 11. Time period 43 44 45 46 47 48 13. This auto 49 50 51 52 53 company is 54 55 56 known for their use of boxer 57 58 59 60 61 engines 62 63 64 16. Japanese automotive 65 66 67 manufacturer 57. Measurement of force sedan 18. Small, for 27. Luxury vehicle Down 58. Tina’s ex short Across division of Toyota Motor 60. Right-angled 19. Contribute 1. Mercedes-Benz was the latest company to join 1. Sentra maker Corporation extension 20. Classifieds, for onto this agreement 29. Scot’s not 2. Type of sandwich 61. Wool source example 4. Safe car company, perhaps Henry's company 31. Manual boat 3. mover 62. Word showing 22. Neither’s partner Hyundai relative 7.

34. Negative prefix location 23. Alphabet start 4. Vermont,for short 35. Herbal drink Money collector 25. Third in a line of grain 9. Cereal63.

5. ___ Rover, the seco 36. Engine encloser Gas saving Toyota kings period 11. Time 65.

6. Original manufactu 37. Egyptian cobra 26. Another way of going 66. A sedan usually has 13. This auto company is known for their use of 39. Not genuine 7. Kid's instrument, pe four green? boxer engines 40. ___ plugs, ignition 67. Car alternative 28. Light Dodge?

8. Automotive Industr 16. Japanese automotive manufacturer system parts 30. Travel plan 10. Sound-system word Small,Down for short 41. Noise reducer 32. Corolla 4 door 18.

Sedan 12. ___ Rover, 4WD lu 42. Dodge’s pick-up 1. Sentra maker __ Auto 19. Contribute 44. You may have14. thisFlower clusters 2. Type of sandwich 33. Hawaiian feast 20. Classifieds, for example type of shifter in 15. yourBattery car 3. Henry’s company 35. Beam, with a cross size partner for short 22. Neither's 46. To be in store 4. Vermont, section 17. Take the car out start 47. Exist 5. ___ Rover, the second 36. Magical spell 23. Alphabet 50. Breakfast fare20. Car's accident prote off-road vehicle 37. Rebranded Dodge in a line of kings 25. Thirdoldest 6. Original manufacturer’s 53. Oils the car 21. Drunken talk?

Durango from Chrysler 26. Another way of going green?

54. The oldest off-road product 38. Listening device vehicle 7. Kid’s instrument, 40. Hang down 56. ___urator, a device for perhaps 41. GM part an internal-combustion 8. Automotive Industries 43. Movie rating engine 45. ___quest.com, driving Association 59. Dead ___, road sign 10. Sound-system word directions website 60. Small Ontario town 12. ___ Rover, 4WD 47. Little Volkswagen?

61. __ Monde, French luxury SUV 48. Prosecutor daily 14. Flower clusters 49. Sci-fi writer, Doc 62. Gold symbol 15. Battery size Smith 64. Poet, Eliot 17. Take the car out 51. Grossly extravagant 20. Car’s accident 52. Millilitre, for short protection (2 words) 54. Luxury car 21. Drunken talk? manufacturer 24. Sporty varient of a 55. Failing grades

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 Brayden J C Ford 416-510-5206

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”

ZEX AC Compressors Division of Mister Starter

www.misterstarter.com Remanufactured/New A/C compressors and Turbochargers/Superchargers for complete line of cars and trucks, DOMESTIC & IMPORTS. Custom Rebuilds also available for your needs.

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.

LUBRICANTS & ADDITIVES Empack/emzone Automotive Care & Maintenance www.emzone.ca The high performance emzone product line is specially formulated for your detailing and maintenance needs. For maintenance: Lubricants, Brake Cleaners, Degreasers, and Coatings. For detailing: Glass Cleaners, Carpet Foams, Tire Shines and Auto Fresh.

REFRIGERANT Duracool Refrigerants Inc. 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”.

EDUCATION AND TRAINING CARS COUNCIL

www.cars-council.ca Smarter hiring, better personnel assessment, and training accessible 24/7.

We are the CARS Council, a not-for-profit organization, delivering tools developed by industry for industry. www.cars-council.ca

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

Genius Tools

www.geniustools.net Genius Tools provides a complete line of hand tools, as well as power tools, tool storage, and other solutions for the toughest jobs in automotive and industrial markets. Premium quality at competitive prices.

Rotary Lift

www.rotarylift.com World Leader in Lift Productivity

Empack / emcool Refrigerants www.emcool.ca WAREHOUSE DISTRIBUTORS The innovative, environ& BUYING GROUPS mentally friendly emcool Masters School of Autobody Management product line of Refrigerants, www.masters-school.com Automont Distributions Inc. Each Sudoku puzzle consists of a 9X9 grid that Kits hasand been subdivided into nine smaller Stop Leak, Accessories offers superior Masters offers a number www.automont.com grids of 3X3 squares.

To solve the puzzle each row, column and box must contain each of performance and value.

Our quality products are of education programs and implementation Importer & Wholesale specifically designed for the maintenance and follow-up programs to take bodyshops the numbers 1 designed to 9. Puzzles come in three grades: easy, medium and difficult.

Distributor of German, repair of mobile A/C systems. to the next level of success.

Swedish and Asian Auto

COLLISION REPAIR SUDOKU

by Myles Mellor and Susan Flanagan

Parts.

Level: Difficult

SUDOKU

by Myles Mellor and Susan Flanagan

Each Sudoku puzzle consists of a 9×9 grid that has been subdivided into nine smaller grids of 3×3 squares. To solve the puzzle each row, column and box must contain each of the numbers 1 to 9. Puzzles come in three grades: easy, medium and difficult.

Level: Difficult

Solution

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.

February 2009 SSGM 35

SSGM BAYWATCH New Products

Superchips announces Nissan Xterra coverage Superchips announces first to market coverage for the 2005 – 2007 MY 4.0L Nissan Xterra. Shops using the Nissan Cortex can gain up to 16 RWHP and up to 18 ft/lbs torque at 4400 RPM. Other key features in the Nissan Cortex include the best drivability in the industry, enhanced throttle response, wide open throttle restriction removal, speed limiter adjustment, RPM limiter adjustment, diagnostic trouble code read and clear capability, and an industry-exclusive two-year powertrain warranty. DAQ 1 and DAQ 2 data acquisition software will be available as a no cost online update in the coming months.

The Cortex programmer also comes with regular, free updating of the unit at Superchips.com.

Superchips consistently re-engineers their calibrations to stay in-line with the new calibration files OEM manufacturers release and makes them available at no cost to their customers.

Superchips www.superchips.com

Rancho extends coverage in shock absorbers

Rancho Suspension, a division of Tenneco, announced that it continues to expand its offering of massive RS9000XL shock absorbers by adding new applications to cover popular vehicle platforms found in the North American and global light truck, SUV and UTV markets. The key new applications include 2009 Ford F-150 2WD/4WD, 2009 Dodge Ram 1500 2WD/4WD, 1980-97 Nissan Patrol, 1972-2003 Toyota Land Cruiser, 1968-2005 Toyota Hilux, 1989-99 Land Rover Discovery and 1994-2002 Land Rover Range Rover. The new Rancho RS9000XL shock absorbers for trucks and SUV applications utilize a 2.75- or 2.38-in. body diameter and 18-mm piston rod to provide adjustable damping with a greater oil capacity and allow for cooler and more consistent performance under demanding conditions. Ideal for larger wheel and tire combinations, the new Rancho RS9000XL shock absorbers are available for lifted, lowered, towing, stock and custom off-road applications. Rancho also has released new coverage for popular UTV models like the 2004-08 Yamaha Rhino, 2008-09 Polaris RZR and 2008 Kawasaki Teryx.

Rancho Suspension SUDOKU

by Myles Mellor and Susan Flanagan www.GoRancho.com Each Sudoku puzzle consists of a 9X9 grid that has been subdivided into nine smaller grids of 3X3 squares. To solve the puzzle each row, column and box must contain each of the numbers 1 to 9. Puzzles come in three grades: easy, medium and difficult.

ACT releases performance clutch kits

Level: Difficult Advanced Clutch Technology (ACT) has

released new performance clutch kits and components for the 65-02 Jeep V8, Inline 6 cylinder. ACT’s clutch kit for the Jeep 87-01 Grand Cherokee, 93-02 Cherokee, 83-91 Comanche, 65-02 CJ applications features a HD Pressure Plate that incorporates hardened diaphragm fingers for decreased wear. The ACT Street Clutch Kit combines the HD Pressure Plate and a Performance Organic Disc, a disc that features special performance organic friction materials to withstand increased heat and abuse, steel backed

Solution Solutions to January’s puzzles H O N D A S I M P R I U S

O N K E N O S Y K L I G Y E E M A U R P G S S I P E E C C O P H O C

X I O U N N O N

A D U L T S

L D I E T O P T L M E A L S T K

E T E A R N O C K S S O A X L I Y R S S K I R E S I T M C C H W O

36 SSGM February 2009

H A N O O N E E T B I D L O A A P A N D E S E N A P P V Y M I D I N C O M H R O M I S A C H A I

L U B E A U T O G R E E N

linings for high burst strength and modifications engineered for quicker shifting. The ACT Street Clutch Kit provides increased pedal feel, smooth engagement and significantly improved consistency, durability and increased torque capacity to 530 ft./lbs. ACT Race Clutch Kits will hold 678 ft. lbs. of torque. Metallic Ceramic Xtreme Discs are available in 4 and 6 puck un-sprung hub designs and are very durable while allowing for quick shifting.

Advance Clutch Technology (ACT) www.advancedclutch.com

Visit our website www.autoserviceworld.com

MacFair ||

Canadians visit the Mac Tool Fair 2009 in San Antonio, tx

Classified Advertising

Advertisers’ Index Advertiser

Page #

website

ACDelco . . . . . . . . . . . . . 9,OBC . . . . www .ACDelcoCanada .com Aisin . . . . . . . . . . . . . . . . . . .IFC . . . . www .aisinaftermarket .com Autogenics . . . . . . . . . . . .20,21 . . . . . . . . . . . .www .lankar .com Autocamping . . . . . . . . . . .24,25 . . . . . . . . www .autocamping .ca CARQUEST Canada . . . . . . . . . 7 . . . . . . . . . .www .CARQUEST .ca Mechanix Wear . . . . . . . . . . . 10 . . . . . www .mechanixwear .com NAPA . . . . . . . . . . . . . . . . .30,31 . . . . . . . .www .NAPAonline .com Sayco . . . . . . . . . . . . . . . . . . 13 . . . . . . . . . . www .canbuilt .com Shad’s R&R . . . . . . . . . . . . . . 23 . . . . . . . www .muscle .ca/shads Shell Canada . . . . . . . . . . . . . 17 . . . . . . . . . . www .shell .ca/gunk Total Lubricants Canada . . . . 11 . . . . . . www .total-lubricants .ca Valvoline Canada . . . . . . . . . IBC . . . . . . . . . . www .valvoline .com VISA . . . . . . . . . . . . . . . . . . . . . 5 . . . . . . . . . . . . . . . www .visa .ca WORLDPAC . . . . . . . . . . . . . . . 3 . . . . . . . . . www .worldpac .com

GARAGE INSURANCE PROGRAM Angelo Zacharakis, B.Comm, RIBO Suite 500-90 Allstate Parkway Markham, Ontario L3R 6H3 Tel: (905)-479-7322 Toll Free: 1-800-240-5283 Fax: (905)-479-7321 azacharakis@deeksinsurance.ca www.deeksinsurance.ca SERVICE CENTRE FOR SALE Owners of 18 yrs. RETIRING 5 Bay Garage / Reg., Supreme & Diesel Pumps • Phase II Environmental Completed • Retail & wholesale tire dealership • Tow truck with contract • Turn key operation includes 3 BDR. house with property • Continuous strong growth. • Located 45 minutes from Metro • Unlimited opportunities for expansion.

Newton’s Hawkestone Service 235 Line 11 South RR #1 Hawkestone, ON., L0L 1T0 Owner: Phyllis Newton Phone: 705-487-3535 Fax: 705-487-1852 phyllis0918@hotmail.com February 2009 SSGM 37

|| L AST WORD

Keeping the independents growing in tough times

By Tom Beck, owner of Beck’s Automotive Limited, Willowdale, Ont. www.beckautomotiveltd.aaro.ca

T

he doors to Beck Automotive opened in January 1972. At that time, we were a two bay Sunoco service station. Today the gas pumps are long gone. We have four bays and employ five licensed mechanics, two apprentices and one managerial staff.

During the past thirty-seven years automobiles have gone from lowtech vehicles to highly sophisticated modes of transportation. Likewise, the mechanic’s role has changed with the evolution of the automobile into that of a highly skilled technician. Forty years ago, mechanics rarely needed to consult a shop manual to assist them in the diagnosis and repair of a car. Today, the use of computers, scan-tools and online shop manuals are commonplace in the diagnosis and repair of the automobile. Technician’s skills require regular updating through a multitude of courses each year.

Over the years, our business has also

evolved. In the seventies, we did fullservice mechanical and high-performance cars. In the eighties and nineties, we did full-service mechanical and specialized in Jaguars, including conversions to Chevy V8 engines. Today, we service all makes of cars including European and Japanese models. We offer our clientele a full range of services from purchasing an automobile to repairs and bodywork. We are now into servicing third generation clients.

In this business, one of the most critical factors is trust. Our clients know that we will advise them when a repair is or isn’t required. We frequently tell clients, “It’s time to get another car,” even though we would make more profit on repairing their old car. Often a new client will come in asking for a particular service (e.g. brakes) and they are pleasantly surprised to learn that they don’t need new brakes after all.

However, we know they will come back when their car really does need repairs.

I believe those who are (or those who are going to be successful) in the automotive repair business give their clients high quality work for a fair price. When I use the word “fair” I don’t mean cheap. To hire competent staff, one needs to pay a good wage; to do high-quality work, one needs to have modern, updated equipment.

There are customers, however, who feel that a ‘fair’ price is a ‘cheap’ price.

They have been conditioned through the years to feel that a mechanic’s worth is not the same as a plumber or an electrician. We need to remind them that an electrician or a plumber that does house calls has their tools and equipment in a van in their driveway.

Compare that to a modern automotive shop with rent, property taxes, hydro, heat etc. not to mention the thousands of dollars in specialized equipment. As an industry, we need to do a better public relations job so that our customers are aware of the value of our service.

If we want to keep the aftermarket automobile repair industry vibrant, we need to charge a fair price that is competitive, yet allows us to hire a highly trained staff, maintain a well equipped modern shop and continuously upgrade the technician’s skill and our equipment to service the automobiles of today and tomorrow. SSGM

Have something to say to our industry?

Let us know with the Last Word! tom@ssgm.com 38 SSGM February 2009

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