Leaders in the sale of quality Mopar Parts.
July - August 2015
Also In This Issue
FCA, VW, GM Lead Strategic Vision Quality Survey Pages 3-4
President Rick Cutaia ............................... 2 OEC Sponsors Coding Camp ................. 4 Become A Marketing Master ........... 5-10 RI Legislature Passes Bill Separating Collision Repairers ..................................11 MMG Supporting Vendors .............12-13
Michigan Bill Addresses Insurer-Mandated Parts Procurement Page 10
UPS .............................................................15 OEConnection ....................................16-17 Reynolds & Reynolds........................18-19 FenderBender/Ratchet+Wrench.........20 Rousseau Storage.....................................21 CDK Global ........................................22-23 Katzkin .................................................24-25 Autobody News........................................26 Snap-On Business Solutions .................27
7 Tips for Selling More Tires on the Service Lane at Your Dealership Pages 36-37
Tracy Industries ................................28-30 MMG Membership Form .....................31 “The View from My Office” ............32-33 State’s Top Court Hands The Hartford A Victory.........................34 ABAC Response to Supreme Court.....35 SCRS, OEM Summit at SEMA ......38-39 Repair Certification on the Rise .....39-40 Chrysler Recalling Vehicles That Can Be Remotely Hacked Over Internet ....40-41 U.S. Senators Introduce Legislation to Protect Drivers from Security Risks ..41 2015 MMG Committee..........................42
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From the Desk of MMG President Rick Cutaia
When Opportunity Knocks While a ending our daily managers mee ng, someone recited a quote from the great Walter P. Chrysler. “The reason so many people never get anywhere in life is because, when opportunity knocks, they are out in the backyard looking for four-leaf clovers.” Wow. What an incredibly profound statement. Unfortunately, Mr. Chrysler’s observa ons s ll ring true today. When opportunity knocks, many people fail to answer, because they are busy trying to find the short cut to success. In the car industry, there are no short cuts, but that hasn’t stopped managers from trying to make a department look successful. O en, they manipulate certain things of the department that make the results look be er than they really are. What managers fail to realize is that me will always tell if things are truly being done in the correct way. Op ng to use the short cut, just means more me, money, and resources are used to eventually produce the op mum results that could have been reached the first me with just a li le pa ence and hard work. “There are no shortcuts to the top.” This is another quote o en heard. It reinforces the concept that doing things the correct way, the first me, is the only way. It is important to use careful planning and lay a solid founda on when trying to achieve success. “The real secret of success is enthusiasm.” This is another gem from Walter P. Chrysler. He’s right. Have a passion and a heart for how you’re se ng up and execu ng your department. If you are fortunate enough to get a knock on your door from opportunity, make sure you are willing to answer it. Don’t be afraid, open the door and take the risk, take that next step. Anything worth doing is worth doing right. You never know, it may be the opportunity that allows you to start a new automobile corpora on that will employ thousands, be a thriving and successful business that will be around for several decades. Reminder you s ll have me to register for our performance 20 group mee ng in Chicago on August 17th and 18th. I hope to see you all there. Sincerely,
Rick Cutaia MMG President Rick.cutaia@hendrickauto.com
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Leaders in the Sale of Quality Mopar Parts
FCA, VW, GM lead Strategic Vision quality survey U.S. customers are happiest with vehicles from Fiat Chrysler Automobiles, Volkswagen and General Motors, according to a survey of new car and light-truck buyers. FCA, Volkswagen Group of America and GM were the top three overall scores in the survey, Strategic Vision’s Total Quality Index, with FCA nabbing the highest score for the first me. “FCA has incrementally risen from one segment leader in 2010 to six segment leaders in 2015,” Christopher Chaney, Strategic Vision’s senior vice president, said in a statement. “Though at Strategic Vision we o en preach about looking forward, it’s hard to not be in admira on of the turnaround achieved by FCA employees.” FCA models placed first in several of Strategic Vision’s product segments: • Small mul -func on car: Fiat 500 • Small alterna ve-powered car: Fiat 500e • Specialty coupe: Dodge Challenger • Full-size car: Dodge Charger • Entry SUV: Jeep Wrangler Unlimited • Midsize SUV: Dodge Durango Strategic Vision, a research company based in San Diego, conducts the quality study annually to iden fy and track vehicle problems and overall customer experience. The results are based on more than 46,000 responses from new car or light truck customers who have owed the vehicle for 90-120 days. “Simply coun ng problems once had a place in history, but today, knowing what creates love and that which enhances the customer’s percep on of quality are key to determining what is best,” Strategic Vision President Alexander Edwards said in a statement. Domes c brand success The Chevrolet Colorado led the way in the study’s standard pickup segment, becoming the first domes c model to top the segment in more than a decade. The GMC Sierra 2500/3500 received the highest score in the heavy-duty pickup segment. Another winner among domes c brands was Ram, nabbing the “best brand” tle. Land Rover was named best luxury brand. GM, along with FCA, had several segment leaders. Chaney said in an interview that domes c brands’ readiness to embrace new technology is a driving factor in customer sa sfac on. Customers are increasingly interested in the technology a vehicle offers, and those offerings can some mes be a difference maker. Continued on Page 4
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“There’s been a slow progression among domes c brands, but the thing driving success now is that domes c brands are more willing to take a chance and put technological innova on in their vehicles,” Chaney said. “It’s risky to do that, but someone has to step up and do it.” The research firm first released the Total Quality Index in 1995. Despite the success of domes c brands in this year’s study, European brands s ll took the most segments with 13 wins. Domes c brands were in a close second with 11 wins, while Asian brands were third with 10. Trouble at the dealership Customer a tudes about new vehicles have been progressively more posi ve in recent years, Chaney said, but dealership experiences are becoming increasingly nega ve. In the open-ended responses Strategic Vision received from survey par cipants, poor dealership experience was a hot topic. “I a ribute that to the amount of informa on that is out there for customers now,” Chaney said. “Customers are smarter than ever, so they’re looking out for decep on and bad deals … they can figure out those issues pre y quickly.” Source: www.automo venews.com
OEConnection Sponsors Twenty High School Students for Coding Camp OEConnec on LLC (OEC) is sponsoring 20 high school students to a end the 2015 Tech Corps Coding Camp at Baldwin Wallace University on July 27-31. The week-long camp is designed to provide students with hands-on coding experience to learn computer programming concepts and skills. OEC sponsorship will allow par cipa ng students to access an interac ve curriculum taught by two cer fied Tech Corps instructors, a Camp Kit that includes supplies and so ware, evalua ons and assessments, training and ongoing support. Amy French, OEC Vice President & Chief Administra ve Officer, stated, “As a leading technology company in Northeast Ohio, we recognize the importance of encouraging and inspiring young talent to pursue promising opportuni es in the computer science field. The Tech Corps coding camp is an excellent way for students considering a field in computer science to engage in hands-on computer programming ac vi es, and we are excited to provide them with this experience as a stepping stone towards their future in technology.”
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Leaders in the Sale of Quality Mopar Parts
Become a Marketing Master Two shop owners share the secrets to effective marketing—regardless of size, scale and budget All he did was put up a flag—a simple, standard-sized American flag. The idea seemed so basic, too basic to actually be effec ve, but P.J. Roberts thought he’d give it a try. A er all, Roberts Automo ve had sat on Columbia Avenue in Mountville, Pa., for more than 35 years, and Roberts s ll heard the same thing, again and again. “We’re on a fairly busy highway; we get 20,000 cars a day that go by,” Roberts says. “But I had people all the me say, ‘Hey, I’ve been driving by for years and didn’t know you were here.’” So, he put up a flag, a aching it to a post of the shop’s roadside sign. That sign—roughly 5 feet by 8 feet and another 8 feet or so off the ground—had been there for years; only now, post-flag, customers asked about it as if it were brand new. FOOT ON THE GAS: P.J. Roberts’ simple, yet sophis cated, approach to marke ng has helped him double revenue in the last 15 years at Roberts Automo ve in Mountville, Pa. Photo by Ma Lester
“Don’t assume they know you, don’t assume anything,” Roberts says. “We can’t just sit back and trust that people are coming into the shop because it’s what’s best for them, and we can’t assume that they know where to go.
“Just pu ng up a flag—it’s the simplest thing, and it had a huge effect on our visibility with customers.” While it’s certainly far from being Roberts’ most sophis cated marke ng solu on, William Johnson of Automated Marke ng Group (AMG) says that scenarios like this one highlight the en re concept of marke ng. “Marke ng is about le ng people know you’re there, le ng people see you, see who you are and see what you stand for,” Johnson says. “It can be as simple as that.” The automo ve repair industry has become more complex, running a service business has become increasingly more difficult, and marke ng—a long over-looked aspect of shop management—has become absolutely cri cal to a business’s success. So, what’s the secret to effec ve marke ng? That’s the ques on Johnson gets from hundreds of shop owners and clients across the country. And it’s simple, really; whether you run a small-town, family-owned shop like Roberts or you’re at the helm of a growing mul -loca on company, like Doug Grills in Maryland, marke ng is about understanding your customers, connec ng with them, and building a long-term rela onship. Operators like Roberts and Grills have figured it out—and it’s something they say every shop can, and must, do. It’s me to put up your flag. Continued on Page 6
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Modern Marke ng: Doug Grills’ Sophis cated System to A rac ng and Retaining Customers Doug Grills remembers a me when, if someone had asked him how his latest marke ng strategy was going, he’d have to check his car count, or maybe total sales, or maybe he’d just shrug. “We used to focus on full-page ads in the Yellow Pages, and mailers, AAA membership, word-of-mouth referrals,” he says. “It’s just what everyone did, and you’d look at your bays, see they’re full, and assume it was all going well.” Grills and his business partner, Rick Levitan, opened their first gas-staon-style service center in 1999. They opened a second in 2001, and by August, the two will have four facili es, each having shi ed its focus to full-service repair and maintenance work. The two opened AutoStream Car Care Center in Ellico City, Md., just as the Internet and online search took off. Since that me, small business marke ng has changed drama cally, and Grills and AutoStream were early adapters to all things digital.
HARNESSING TECHNOLOGY: Doug Grills of AutoStream Car Care Center in Bal more u lizes an advanced system called Autoshop Autobahn to track his marke ng efforts and make the most of what’s effec ve. Photo by Tracey Brown
Today, some 15 years later, if Grills is asked about the success of a parcular marke ng campaign, he does what any sensible person in the modern, mobile age does when seeking the answer to a ques on: He pulls out his smartphone.
“It’s all right there: every number, every metric to track all of our campaigns from adwords to SEO to social media,” he says. “We have our number of leads, our number of converted sales, sales in dollars, total ROs, everything.” This is marke ng at its most sophis cated. This is marke ng’s future, Grills says.
High-Speed, Real-Time Marke ng As Grills scrolls through the dashboard-style display on his phone, the Autoshop Autobahn program shows simple gauges, each labeled correspondingly: “Addi onal Revenue,” “Web Visits,” “New Customers,” etc. Grills was the first shop owner in the country to receive the beta version of Autoshop Solu ons’ latest product. AutoStream Car Care was the guinea pig for the brand-new pla orm that the industry marke ng company hopes will revolu onize the way shops track their various ini a ves. It’s not about a program, though, Grills says. It’s about informa on. Modern marke ng must rely on metrics and analysis to be effec ve, and Grills doesn’t want to see his dollars go to waste. The Autobahn is the tool he uses today for this informa on, but remember, he says, no tool or piece of equipment makes up for a lack of understanding. Continued on Page 7
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Continued from Page 6 The Autobahn is an Internet-based program, which users can log into through their web browsers. The program becomes mobile through the website’s responsive design, making it just as accessible on a tablet or phone as it is on a desktop. Through advanced algorithms, the Autobahn provides detailed reports, updated in real me, that can precisely tell a shop operator how many customers his or her Google AdWords campaign has yielded over a given period of me, for example; or it could give an exact number as to the dollars received through Facebook. It can even track direct mail ROI. There are myriad other features, like being able to upload photos or text to add to a shop’s website or social media page and a communica on tool for contac ng the Autoshop Solu ons team. Overall, though, the simplest way to think of the program, Grills says, is that it gives a real- me pulse of all your marke ng efforts. “That’s what we’re all looking for: real answers to the return we’re ge ng on our marke ng,” Grills says. “We don’t do Internet marke ng or focus on SEO because it’s trendy; we do it because it works. [The Autobahn] allows us to see what is working at each loca on and each market, and helps us be er understand where to make investments.”
The New Word of Mouth Grills is quick to point out that simply having the results at your disposal doesn’t automa cally lead to marketing success. Of course, his shop must u lize effec ve campaigns that take into account the habits of his mostly urban customers. His goal is to provide a consistent representa on of his company across all pla orms of his marke ng. That’s the only way to demonstrate to customers what his business is all about—who they are, what they stand for, why customers can count on them. “It’s really no different than back when we started in that it’s s ll about reputa on and word of mouth and referrals,” Grills says. “It’s just that your reputa on lives online now.” Consumers look to the Internet first for informa on, Grills explains, and he needs his business to be represented. He has a search-engine-op mized website—one that hits on key search words for each of his soon-to-be four markets. His site has a responsive design, which not only helps viewability on mobile devices but improves its ranking in Google. He also does pay-per-click campaigns through Google AdWords that a ach his ad to specific search words in each market. (For instance, his Columbia, Md., market had an influx of searches for brake jobs one month, and he shi ed his campaign to adver se whenever someone searched for brake work.) Online reviews are just as important, and Grills focuses on keeping all of his company’s ancillary sites—Facebook, Yelp!, Google+, Angie’s List, etc.—consistent and up-to-date. Each needs to have the same message, theme and feel, he says. And he personally interacts with customers on each site. It’s a large reason the shop has more than 700 reviews across all pla orms, the majority of which are five stars. “This is where customers are now; this is our Yellow Pages today, this is our word of mouth,” he says. Grills’ annual marke ng budget is roughly 8 percent of his total bay sales; that’s just over $200,000 each year. Some of that is spent on sales aids and collateral materials in the shops (such as invoices, seat covers, mirror hangers, etc.), and he does direct mail through Moving Targets to new residents in each market (“Direct mail is s ll very, very effec ve,” Grills says). But, more than half of his marke ng budget goes to digital efforts. Continued on Page 8
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Continued from Page 7 The heavy marke ng investment has helped the company grow each year and earn market share in a compe ve market. With the addi on of the fourth facility this year, Grills pictures AutoStream as a $4 million company in the near future. “This has never been a business where your gut can drive it,” he says. “You need real data to make decisions with. Just because something works in one loca on, doesn’t mean it will work in another. You need to check, you need to analyze and you need to adapt.”
Keep It Simple: P.J. Roberts’ Dedica on to Connec ng with Customers Of course, Roberts Automo ve has pens. Roberts buys them in bulk: $250 for 500, each labeled with the Roberts Automo ve logo and phone number. “Think about how people always accidentally sign for a check at a restaurant or a receipt at a store and take the pen with them,” Roberts explains. “We do the opposite, our staff brings these pens with them, and we use them and leave them at various businesses. “I was out to dinner the other week, and the bill comes, and one of our pens was in the book.” Let’s step back for a moment. Don’t confuse Roberts’ old-school marke ng tac c for a lack of understanding of modern consumers; in fact, it’s just the opposite. Sure, Roberts has an op mized website, focused on SEO results. (He even writes a regular blog on it to increase its search rankings.) His business is current and consistent across social pla orms, and he uses email campaigns through Demandforce to stay connected with those in his database. KEEPING IT SIMPLE: P.J. Roberts’ three-bay shop u lizes simple, homegrown marke ng strategies with a local feel and Roberts pays close a en on to what drives customers to his door.
“But you can’t ignore results, and you can’t ignore numbers and what’s working,” Roberts says. “We know where the majority of our customers come from, and we focus our dollars on what works best for us.
“That’s the lesson for anyone: Use what works for you. Every market is different. Every shop is different. Find your best strategy.”
Surveying the Situa on Roberts calls his market “sta c,” just as many around the country are. Lancaster County isn’t growing rapidly. His shop isn’t ge ng a drama c influx of new poten al customers any me soon. “We have lots of shops that have been around a long me, and we have the same amount of customers [in the total market],” he explains. “It gets down to shops stealing customers from each other. And, let’s be honest, whoever does the best marke ng wins.” Continued on Page 9
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Continued from Page 8 Roberts opened the shop with his father in the 1980s, a two-man business that stayed stable, if not a bit stagnant, over the next two decades, reaching roughly $360,000 in total sales by 2000. That’s when he no ced the industry beginning to change: Cars were built be er, customers were coming in less frequently, and if Roberts Automo ve was to survive, he needed to focus on capturing his county’s limited market share. That’s when he joined a 20 Group, and began pu ng money into marke ng—something he’d never done in the past. Not one to blindly throw money at a problem, Roberts wanted a tangible way to measure his marketing investments. “We figured that the easiest way to find out what was working was to ask,” he says. He developed surveys in numerous forms. There’s a simple, one-ques on version given verbally from service advisors (“How’d you hear about us?”), and there is a more comprehensive version that customers can fill out a er the repair, detailing not only how they heard of the shop but also where they live, their search habits, their feelings about direct mail pieces, the importance of discounts (or lack thereof), what they look for in a shop, what they look for in an adver sement, etc. “It’s actually remarkable how many people willingly help out with this,” he says. “The vast majority of our customers will fill it out, and it gives us the informa on we need to move ahead.”
The Marke ng Iceberg “The big tendency for people is to focus on ac vity, because a lot of mes, that’s the only thing they know how to measure,” says William Johnson of Automated Marke ng Group (AMG). “But not every click in AdWords means a new customer. Not all ac vity means money for your shop.” Johnson says to think of the way most track marke ng as an iceberg: Ac vity metrics—number of responses, number of customers brought in, number of sales, basic ROI—are all just the p rising above the water. “You can get what appears to be a solid return—a certain amount of customers for a certain amount of dollars spent on a campaign—and that campaign could s ll be killing your shop,” he says. Results come with ge ng the right customers for your business, ones that come back and ones that spend money based on your recommenda ons. That’s the only way to truly grow your business through marke ng, Johnson says. Be er metrics to measure would be a ri on rate, visits per year, ARO and overall car count, Johnson says. Those numbers demonstrate the level of customer you have and whether they stay loyal to your business. Finding the Answers Roughly 70 percent of Roberts Automo ve’s new customers come from the website and online search. The rest come from a mixture of direct mail and referrals—two ini a ves Roberts takes a unique approach to. He uses a local printer for his direct mail ini a ves, and they focus on out-of-the-box ideas: a special for Naonal Dog Day, or a “Procras na on Special” with the offer not expiring for several months. “We do a lot of the designs and things ourselves, just keeping it simple,” he says. “We used to spend a lot of money on a company to make these super slick ones for us, and we found that customers didn’t like it as much. Continued on Page 10
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Continued from Page 9 “In our area, people want to do business with someone that’s local and has that local feel. We focus everything on delivering that.” That’s why Roberts works diligently to build his referral network. He hands out two referral cards to customers when they pick up their vehicles. The new customer turns in the card and gets $15 off the first repair; the person who referred them gets a gi card. “We get six to seven of those returned every week,” Roberts says. It’s simple, he says, very simple, and other shops shouldn’t overlook ideas just because they seem old-school or too basic. “You do what reaches your customers,” he says. “I know a shop in Denver that does no paper marke ng. We can’t get away with that here. We know our customers, we know what they want and we try to reach them in the way they want. If that changes, we’ll adjust, too.” Source: www.ratchetandwrench.com STO RY BY B RYC E E VA N S
Michigan Bill Addresses Insurer-Mandated Parts Procurement WASHINGTON, D.C., July 1, 2015 – On July 1, Michigan State Sen. Joe Hune (R-22), chairman of the Senate Insurance Commi ee, introduced Senate Bill 430, a bill that amends the insurance code to prohibit insurers from requiring automo ve repairers to use a specific vendor or process to procure parts and other materials. If enacted, this legisla on would effec vely end all such requirements in current direct-repair program agreements for Michigan shops. This bill was introduced in response to the Automo ve Service Associa on’s (ASA) advocacy efforts in the Michigan legislature. Ray Fisher, president of ASA-Michigan, said, “This bill would con nue to allow repairers to choose their parts procurement systems and their parts vendors as they currently do with a majority of their customers’ insurance carriers. In turn, this will con nue to increase efficiency for the automo ve repair process by suppor ng local parts vendors and ensuring quality parts for consumers.” ASA President Dan Risley echoed Fisher’s remarks. “ASA has communicated our concerns with mandatory parts procurement to the industry,” said Risley. “We believe that direct repair program mandates to u lize specific vendors to purchase parts and/or third-party so ware applica ons adversely impacts collision repairers and consumers. “When you allow repairers the freedom to choose the best means to efficiently operate and manage their business and the claim, it benefits all the stakeholders (insurer, repairer and the consumer). This bill will allow collision repairers to iden fy and select the best vendors to purchase and source parts. More importantly, it will foster healthy compe on among parts vendors and third party so ware providers where the best product and service will prevail. A free and open marketplace always results in be er product and service.” S.B. 430 is now before the Committee on Insurance for further consideration. If enacted, this bill will go into effect within 90 days. To review S.B. 430 and related issues, please go to ASA’s legislative website, www.TakingTheHill.com. Source: ASA on 7/1/2015 in News & Press, Press Releases
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R.I. Legislature passes bill separating collision repairers into A-, B-level shops By John Hue er on June 17, 2015 Business Prac ces | Legal | Repair Opera ons A bill crea ng two levels of collision repairers and requiring the top er to have OEM steel and aluminum cer fica on has passed the Rhode Island Senate and seems likely to become law. Senate Bill 783 cleared the Senate 37-0 early Tuesday evening, with state Sen. Michael McCaffrey, a Democrat, not voting. The companion House Bill 5491, passed the House 73-0 on June 9 with Rep. Aaron Regunberg, a Democrat, not vo ng. The House is scheduled Thursday to vote on the Senate’s version of the bill, which contains a couple of tweaks but is for all intents and purposes iden cal. It’s doub ul that the outcome would be any different from the June 9 edi on, which means the bill should be heading to Democra c Gov. Gina Raimondo soon. The bills divide the shops into a “Class A” and lesser “Class B” — and requires insurers to survey labor rates for both levels for a prevailing amount. That research can’t include subrogated rates or mix and match the different classes’ rates. The auto insurers would have to explain the formulas behind both studies, as they are required to do now for their survey of the general collision repair labor pool. However, the bill states the insurers wouldn’t be held to those surveys for the rates they pay. Class A shops — the varsity team — must: 1. Give customers a wri en life me warranty and track their complaints. 2. Prove their staff is cer fied with the minimum technician requirements determined by the Division of Commercial Licensing and Regula on’s auto body advisory board. These requirements already exist, and both classes of shops would s ll have to comply with them under the new bill; however, it appears that Class A shops would have to prove it. 3. Be cer fied by one OEM “for the repair and refinishing of aluminum, high strength steel and other metal or alloy.” That’s stricter than the prior version of the bill, which only called for repairers to be able to weld aluminum and high-strength steel to OEM requirements with equipment backed by manufacturers — though they had to have an inverter resistance welder. Class Bs would meet the exis ng collision repair criteria in Rhode Island, as well as anything else the state auto body licensing board ruled in the future would be necessary for both classes. The Providence Journal described the Rhode Island Statehouse as a perpetual ba lefield for insurers and auto body shops, and insurers have a acked the House version of the bill passed Tuesday. Continued on Page 14
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Our Supporting Vendors: Support those who support you.
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Our Supporting Vendors: Support those who support you. The exchange of information by like sized dealers in a non-competitive environment.
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Continued from Page 11 AutoBodyChoice.com, which is owned by the Property Casualty Insurers Associa on of America and seems devoted to insurer and direct repair program interests in Rhode Island and Minnesota in par cular, opposed the bill. (The PCIAA also once devoted an en re special report just to the Ocean State alone on its own site; We gave a counterpoint analysis here.) “This legisla on has been unsuccessfully introduced for many years and is a favorite of the auto body shops,” the site states. “This bill, if enacted, could result in different labor rates for different shops, which could confuse consumers and mean insurance companies pay more for the same service depending on the classifica on of the auto body shop making the repair. The bill has the poten al to be burdensome to implement and to decrease compe on among auto body shops.” We found the argument a li le shaky. Customers that manage to tell the difference between First Class and coach, Starbucks and break room coffee — and State Farm versus insurance of last resort — will be able to understand the dis nc on here. As for their insurers having to make good on a policy by paying for the best service available, we doubt customers will lose much sleep over it. And as for insurers paying more for the same service — well, perhaps Nos. 2-4 GEICO, Allstate and Progressive shareholders should consider cu ng their CEOs’ pay down to whatever the second-, third- and fourth-to-last insurers’ CEO get. It’s all just running an insurance company, right? The compe on angle might have a li le more merit if it puts too much of a bureaucra c burden on top shops to qualify as such in the eyes of Rhode Island. However, in situa ons where the shops are all charging the same amount to fix your Honda Civic — whether by owner preference or insurers refusing to pay above a certain amount — the ers should allow customers to compare compe tors on a more honest apples-to-apples basis: A-level shops to A-level shops, Bs to Bs, and As to Bs when all are charging roughly the same rate. Also, with cars, trucks and SUVs shi ing towards more advanced materials, it might be vital for customers to know a shop understands what to do and not do with aluminum and ultra-high-strength steel via an A ra ng. Correc ons: An earlier version of this story indicated the bill had been sent to Gov. Gina Raimondo. The bill had to be passed once more in the House to sync it with the Senate version, which is virtually iden cal to the House, and then again in the Senate. It’s since done so. The story has been corrected to reflect the change.
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Double digit growth in e-commerce auto parts sales is changing the competitive landscape. Are you prepared to change with it? UPS® can help Chrysler dealers tap into this expanding channel for greater e-commerce growth and profits. Provide a better customer experience with UPS delivery and returns options. Customers can reroute or reschedule their home parts deliveries with UPS My Choice® and experience faster and more convenient returns with preprinted return labels. Keep efficiency up and costs down with UPS services. UPS delivers earlier to more businesses and ZIP Codes than any carrier and can match transport mode to delivery need to help save you money. One UPS driver for all deliveries and pickups also minimizes interruptions in your day. Increase productivity with UPS technology solutions. Customize shipping labels to promote offers, build brand and reduce marketing spend. Process more parts shipments in less time with automated data input. And help manage customer expectations through end-to-end visibility and email alerts.
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Right Part. Right Place. Right Time. 4205 Highlander Parkway, Richfield, OH 44286 | 1.888.776.5792 | OEConnection.com
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We average
$310,000 in
accessories sales per month. Jonathan Murray Accessories Sales Manager Ken Garff West Valley Chrysler Jeep Dodge Salt Lake City, UT
Experience Accessories Part of Reynolds Retail Management System‌ transforming the way consumers experience your dealership. reyrey.com/AddOnAuto | 888.781.3020 Š 2015 The Reynolds and Reynolds Company. All rights reserved. 1007122 5/15
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July - August 2015
Your one-stop-shop for reaching current and prospective wholesale customers, FenderBender and Ratchet+Wrench provide you with turnkey ad programs and a better, more comprehensive reach in your market.
REACHING 136,000+ REPAIRERS EACH MONTH
SERVING 45,000+ COLLISION REPAIR PROFESSIONALS
SERVING 91,000+ AUTOMOTIVE SERVICE REPAIR PROFESSIONALS
WE ARE A PROUD SUPPORTER OF THE MOPAR MASTERS GUILD. ©2015. ALL RIGHTS RESERVED.
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Leaders in the Sale of Quality Mopar Parts
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The exchange of information by like sized dealers in a non-competitive environment.
July - August 2015
LINDA MCCANN
22
Spend more time selling and less time creating paper trails. CDK ePayments makes life easier for you and your customers with more options for easy, convenient payments. Change how your Service department looks – and works. To learn more, visit: cdkglobal.com/newrules
IT’S YOUR BUSINESS.
RULE IT. © 2015 CDK Global, LLC / CDK Global is a trademark of CDK Global, LLC.
Mopar Masters Guild Magazine
Leaders in the Sale of Quality Mopar Parts
CPD_AD_9.pdf
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3/6/15
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9:00 AM
THERE’S CASH IN THAT OLD INVENTORY. C
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LET US HELP YOU SELL IT! After 12 months, chances are, you won’t sell those parts for a profit. And the longer those aging parts stay in your inventory, the less chance they will ever sell. Since 2005, Cash Discovery Program has helped dealers buy and sell over $194M in parts. We help dealers turn idle inventory into cash and increase their parts department revenue by finding them quick-turning inventory at a discount.
Put those parts to work today. Go to www.SellMyIdleStock.com or call 866-598-4077
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The exchange of information by like sized dealers in a non-competitive environment.
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July - August 2015
Mopar Masters Guild Magazine
Leaders in the Sale of Quality Mopar Parts
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The exchange of information by like sized dealers in a non-competitive environment.
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July - August 2015
Promote your wholesale parts department in the publication read by 40,000+ body shops across the nation with more regional news than any other collision repair Ph: 800.699.8251 .699.8251 publication! WWW.AUTOBODYNEWS.COM Autobody News
Contact
P.O. Box 1516 Carlsbad, CA 92018
Barbara Davies, GM bdavies@autobodynews.com
Mopar Masters Guild Magazine
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Dealers using Insignia are selling more Mopar accessories than ever.
They’re also improving customer satisfaction. Increasing brand loyalty. And improving service retention.
What are you waiting for?
For more information call Insignia today at 888.579.4458.
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July - August 2015
PRESENTS:
MOVE IT WITH MOPAR INSTALLER SWEEPSTAKES ÂŽ
From January 1, 2015–December 31, 2015, repair shops and eet customers have a chance to win a 2016 Ram 1500 or a 2016 Polaris RZR just by purchasing MoparÂŽ Remanufactured Powertrain parts through your local Chrysler, Dodge, JeepÂŽ or Ram dealerships. t UUĂŠĂŠ,iÂŤ>ÂˆĂ€ĂŠĂƒÂ…ÂœÂŤĂƒĂŠ>˜`ĂŠyiiĂŒĂŠVĂ•ĂƒĂŒÂœÂ“iĂ€ĂƒĂŠÂœÂ˜Â?Ăž UUĂŠĂŠ Ă›iÀÞʍÕÀVÂ…>ĂƒiĂŠÂœvĂŠ>ĂŠ ÂœÂŤ>ÀÊ,i“>Â˜Ă•v>VĂŒĂ•Ă€i`ĂŠ/Ă€>Â˜ĂƒÂ“ÂˆĂƒĂƒÂˆÂœÂ˜ĂŠÂœĂ€ĂŠ ˜}ˆ˜iĂŠ}iĂŒĂƒĂŠÂœÂ˜iĂŠiÂ˜ĂŒĂ€ĂžĂŠ ÂˆÂ˜ĂŒÂœĂŠĂŒÂ…iĂŠ`Ă€>ĂœÂˆÂ˜} UĂŠĂŠ ÂœĂŠÂ?ÂˆÂ“ÂˆĂŒĂŠÂœÂ˜ĂŠĂŒÂ…iĂŠÂ˜Ă•Â“LiĂ€ĂŠÂœvĂŠiÂ˜ĂŒĂ€ÂˆiĂƒ UĂŠĂŠ Â?Â?ĂŠĂ€>vyiĂŠiÂ˜ĂŒĂ€ĂžĂŠvÂœĂ€Â“ĂƒĂŠÂ“Ă•ĂƒĂŒĂŠLiĂŠĂƒĂ•LÂ“ÂˆĂŒĂŒi`ĂŠĂœÂˆĂŒÂ…ĂŠĂŒÂ…iĂŠ`i>Â?iĂ€ĂŠÂˆÂ˜Ă›ÂœÂˆViĂŠLÞÊ iVi“LiÀÊΣ]ÊÓä£x UĂŠĂŠ Ă€>ĂœÂˆÂ˜}ĂŠĂœÂˆÂ?Â?ĂŠLiĂŠÂ…iÂ?`ĂŠÂœÂ˜ĂŠ >Â˜Ă•>ÀÞÊÓÇ]ĂŠĂ“Ă¤ÂŁĂˆĂŠÂÂ?ÂœV>ĂŒÂˆÂœÂ˜ĂŠĂŒÂœĂŠLiĂŠ>Â˜Â˜ÂœĂ•Â˜Vi`ĂŠ>ĂŒĂŠ>ĂŠÂ?>ĂŒiÀÊ`>ĂŒiÂŽ UĂŠĂŠ Ă€>˜`ĂŠÂŤĂ€ÂˆĂ˘iĂŠÂˆĂƒĂŠ>ĂŠĂ“Ă¤ÂŁĂˆĂŠ,>“Ê£xää UĂŠĂŠ-iVœ˜`ĂŠÂŤĂ€ÂˆĂ˘iĂŠÂˆĂƒĂŠ>ĂŠĂ“Ă¤ÂŁĂˆĂŠ*ÂœÂ?>Ă€ÂˆĂƒĂŠ,<,
TTo receive i your entry t form, f contact your local Chrysler, Dodge, Jeep or Ram dealer and purchase Mopar Remanufactured Transmissions and Engines. This contest is in no way sponsored, endorsed or administered by FCA US LLC. ^xĂŠ/Ă€>VÞÊ ˜`Ă•ĂƒĂŒĂ€ÂˆiĂƒ]ĂŠ ˜V°
Â…Ă€ĂžĂƒÂ?iĂ€]ĂŠ Âœ`}i]ĂŠ iiÂŤ]ĂŠ,>“Ê>˜`ĂŠ ÂœÂŤ>ÀÊ>Ă€iĂŠĂ€i}ÂˆĂƒĂŒiĂ€i`ĂŠĂŒĂ€>`i“>Ă€ÂŽĂƒĂŠÂœvĂŠ ĂŠ1-ĂŠ °Ê *ÂœÂ?>Ă€ÂˆĂƒĂŠ>˜`ĂŠ,<,ĂŠ>Ă€iĂŠĂ€i}ÂˆĂƒĂŒiĂ€i`ĂŠĂŒĂ€>`i“>Ă€ÂŽĂƒĂŠÂœvĂŠ*ÂœÂ?>Ă€ÂˆĂƒĂŠ ˜`Ă•ĂƒĂŒĂ€ÂˆiĂƒ]ĂŠ ˜V°Ê
Mopar Masters Guild Magazine
Leaders in the Sale of Quality Mopar Parts
29
Grow and Earn 2015 1-1-2015 through 12-31-2015 Incentivize your customers and your wholesale and retail sales teams! Earn at each level. $40,000 = 15 X $10.00 gift cards $75,000 = $300.00 in gift cards $125,000 = Go Pro Hero - Silver $175,000 = $1500.00 credit or gift cards $225,000 = $2000.00 reimbursable marketing funds $275,000 = $2500.00 credit or gift cards $350,000 = Caribbean Cruise for two
Program Details: x Program Enrollment required x All incentives subject to 1099 x Only Tracy sourced parts count towards promo x Program runs from 1-1-2015 through 12-31-2015
Call your local Tracy representative for more information .
The exchange of information by like sized dealers in a non-competitive environment.
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July - August 2015
MOVE IT WITH MOPAR INSTALLER SWEEPSTAKES ÂŽ
ENTRY FORM Name: _______________________________________________________________________ Repair Shop / Fleet Name: _______________________________________________________ Address: _____________________________________________________________________ Phone: ______________________________________________________________________ Email: _______________________________________________________________________
RULES UĂŠĂŠ*Ă€Âœ}Ă€>Â“ĂŠĂ€Ă•Â˜ĂƒĂŠvĂ€ÂœÂ“ĂŠ >Â˜Ă•>ÀÞÊ£]ÊÓä£xq iVi“LiÀÊΣ]ÊÓä£x UĂŠĂŠ,iÂŤ>ÂˆĂ€ĂŠĂƒÂ…ÂœÂŤĂƒĂŠ>˜`ĂŠyiiĂŒĂŠVĂ•ĂƒĂŒÂœÂ“iĂ€ĂƒĂŠÂœÂ˜Â?Ăž UĂŠĂŠĂŠ Ă›iÀÞʍÕÀVÂ…>ĂƒiĂŠÂœvĂŠ>ĂŠ ÂœÂŤ>ÀŽÊ,i“>Â˜Ă•v>VĂŒĂ•Ă€i`ĂŠ/Ă€>Â˜ĂƒÂ“ÂˆĂƒĂƒÂˆÂœÂ˜ĂŠÂœĂ€ĂŠ ˜}ˆ˜iĂŠ}iĂŒĂƒĂŠÂœÂ˜iĂŠiÂ˜ĂŒĂ€ĂžĂŠ into the drawing UĂŠĂŠ ÂœĂŠÂ?ÂˆÂ“ÂˆĂŒĂŠÂœÂ˜ĂŠĂŒÂ…iĂŠÂ˜Ă•Â“LiĂ€ĂŠÂœvĂŠiÂ˜ĂŒĂ€ÂˆiĂƒ UĂŠĂŠ Â?Â?ĂŠĂ€>vyiĂŠiÂ˜ĂŒĂ€ĂžĂŠvÂœĂ€Â“ĂƒĂŠÂ“Ă•ĂƒĂŒĂŠLiĂŠĂƒĂ•LÂ“ÂˆĂŒĂŒi`ĂŠĂœÂˆĂŒÂ…ĂŠĂŒÂ…iĂŠ`i>Â?iĂ€ĂŠÂˆÂ˜Ă›ÂœÂˆViĂŠLÞÊ iVi“LiÀÊΣ]ÊÓä£x UĂŠĂŠ Ă€>ĂœÂˆÂ˜}ĂŠĂœÂˆÂ?Â?ĂŠLiĂŠÂ…iÂ?`ĂŠÂœÂ˜ĂŠ >Â˜Ă•>ÀÞÊÓÇ]ĂŠĂ“Ă¤ÂŁĂˆĂŠÂÂ?ÂœV>ĂŒÂˆÂœÂ˜ĂŠĂŒÂœĂŠLiĂŠ>Â˜Â˜ÂœĂ•Â˜Vi`ĂŠ>ĂŒĂŠ>ĂŠÂ?>ĂŒiÀÊ`>ĂŒiÂŽ UĂŠĂŠ Ă€>˜`ĂŠÂŤĂ€ÂˆĂ˘iĂŠÂˆĂƒĂŠ>ĂŠĂ“Ă¤ÂŁĂˆĂŠ,>“Ê£xää UĂŠĂŠ-iVœ˜`ĂŠÂŤĂ€ÂˆĂ˘iĂŠÂˆĂƒĂŠ>ĂŠĂ“Ă¤ÂŁĂˆĂŠ*ÂœÂ?>Ă€ÂˆĂƒĂŠ,<, UĂŠĂŠ7ˆ˜˜iÀÊÀiĂƒÂŤÂœÂ˜ĂƒÂˆLÂ?iĂŠvÂœĂ€ĂŠ>Â?Â?ĂŠĂŒ>Ă?iĂƒ]ĂŠÂ?ˆViÂ˜ĂƒiĂŠ>˜`ĂŠviiĂƒ
Submit dated invoice and completed entry form to: Tracy Industries, Inc. >Ă?\ĂŠÂxĂˆĂ“ÂŽĂŠĂˆÂ™Ă“Â‡nxx{]ĂŠ ĂŒĂŒÂ˜\ĂŠ9ÂœÂ?Ăž >ˆÂ?\ĂŠ/Ă€>VÞÊ ˜`Ă•ĂƒĂŒĂ€ÂˆiĂƒĂŠ,>vyiĂŠ*Ă€Âœ}Ă€>“]ÊÎÇÎÇÊ-°Ê >ÂŤÂˆĂŒÂœÂ?ĂŠ Ă›i]ĂŠ7Â…ÂˆĂŒĂŒÂˆiĂ€]ĂŠ ĂŠÂ™Ă¤ĂˆĂ¤ÂŁ This contest is in no way sponsored, endorsed or administered by FCA US LLC.
Š2015 Tracy Industries, Inc. Chrysler, Dodge, Jeep, Ram and Mopar are registered trademarks of FCA US LLC. Polaris and RZR are registered trademarks of Polaris Industries, Inc.
Mopar Masters Guild Magazine
Leaders in the Sale of Quality Mopar Parts
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0(0%(56+,3 $33/,&$7,21 $1' 5(1(:$/ )250
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$QQXDO 'XHV DUH SHU \HDU Please complete this form and mail with payment to: Mopar Masters Guild Attn: SUSAN MCDANIEL 2215 W. EARLL DRIVE PHOENIX, AZ. 85015
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July - August 2015
Hi everyone, Kat here. Hope you’re ready for another segment of the “View From My Office”. It has been an exci ng me at Jack Powell CJD these past few months. Business in our parts department has been on the rise, keeping us drivers quite busy! This past June was our department’s best month ever making Rick Monteiro and the Powells happy campers. Rick treated us all to lunch from Filippi”s, one of San Diego County’s best Italian restaurants. A er pans of Lasagna, an pasto salad, and fresh made bread we were pre y much all ready for a nap a er lunch! This past month I had a customer at one of our mechanical shops who gave high praise to one of our Parts Advisors, Robert Ethington. The customer needed a computer module for an older make vehicle which was obsolete. Robert found there were 3 le in the country and he was able to get one shipped out from Detroit. When I delivered the part the customer was happy and complimented Robert for being professional and going the extra mile to find the part he needed. It goes to show you how valuable it is to have such a great network between Chrysler dealers. Our customer went on to say how much he likes dealing with any of the advisors at Jack Powell CJD because he always receives great service and the right parts. In this issue I would like to introduce you to one of my favorite body shops - Milo Johnson Auto Body. Jack Powell CJD has a long standing rela onship with this body shop using them to repair damaged vehicles on our car sales lot as well as our parts trucks. Our parts department has been delivering them parts since 1958. When Jack Powell Sr. opened up his Chrysler-Plymouth-Desoto dealership in Escondido, CA. Milo Johnson had already been in business for 13 years. Milo Johnson rode the rails of the railroad to California from North Dakota in 1939 looking for work. A er working for Heller Ford, in 1945 Milo was able to purchase a small body shop. This would be the beginning of a long las ng business that would stretch over 3 genera ons. Milo and his wife Bernice had 2 boys, Marvin and Bob, who grew up working at the shop un l they were old enough to learn the business side of things. The shop moved a few mes throughout the years and ended up on Quince Street in 1971, where they con nue to operate today. Marvin and Bob purchased the business from their parents in 1972. Bob’s son Jeff joined the family business in 1982 learning the tricks of the trade from his father. They con nued to run things un l 1998 when Bob’s son Jeff and Pam Alto, the shop’s office manager, purchased Marvin’s share so he could re re. Continued on Page 33
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Continued from Page 32
In 2010 Jeff Johnson became the President of the family corpora on. Bob s ll comes in to work to hang out. Jeff, his wife Cathy, Pam Alto (who has worked there for 34 years), and Paul run the shop. They provide an authen c experience by taking care of their customers, being involved in the community and most importantly, being dedicated to doing things the right way. They provide an excellent work environment where people are proud to work. Their body shop technicians have all worked there for many years. One man, Norman, joined the team a er he le the Service and worked his en re career for the Johnson family, he re red at 60 and this was his only job. It’s all quite a story! What I love about this shop are the people that run it. They have a great reputa on, which is well deserved for the quality of work they perform and their friendly professional behavior. I consider them to be my friends and love to have a chat with them when I go there for a parts delivery. So if you are ever in Escondido, California and your car is in need of repair look up Milo Johnson Auto Body! Want to read more about Milo Johnson? Look them up in the new and latest edi on of the Mopar Magazine! That’s it for another issue of The View From My Office! I look forward to wri ng something new and fun again for the next one. Have a great day!
Kat
The exchange of information by like sized dealers in a non-competitive environment.
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July - August 2015
State’s Top Court Hands The Hartford A Victory Over Body Shops The state Supreme Court sided with The Har ord in a decision Monday on a 2003 case in which auto body repair shops in Connec cut challenged the insurer’s prac ce of steering work to favored shops — overturning $35 million in previously-awarded damages. In an 18-page decision, the Supreme Court reversed a lower court’s ruling that Har ord Fire Insurance Co., part of The Har ord Financial Services Group, violated state unfair trade prac ces law by steering customers who had been in a crash to certain preferred auto body shops. A Superior Court jury had awarded $15 million in compensatory damages in 2009, and later, a judge ordered another $20 million in puni ve damages. Monday’s decision reverses both the previous lower court rulings and the monetary damages. An a orney for The Auto Body of Associa on of Connec cut, which comprises more than 1,000 auto body shops, said Monday his clients were both surprised and disappointed by the Supreme Court’s decision. “We fought hard for more than 1,000 small businesses,” David Slossberg, an a orney for the associa on, said Monday. “We had a strong belief in this case on behalf of these small businesses. A jury agreed with us and trial judge, then we receive this decision.” Slossberg declined to comment on the possibility of any addi onal ac on. At the heart of the civil lawsuit was the associa on’s conten on that The Har ord’s damage appraisals included ar ficially low labor rates because the insurer eliminated the use of independent appraisers. Instead, the insurer relied exclusively on its in-house appraisers so the company could control all aspects, including the cost of labor and which auto body shops were favored. In its ruling Monday, the Supreme Court said: “…it would be patently unreasonable, and result in an inherently contradictory regulatory scheme, for us to conclude both the defendant is lawfully permi ed to determine the hourly rate that it is willing to pay for auto body repairs and that the defendant’s appraisers are ethically required to disregard the determina on when nego a ng on the defendant’s behalf.” The auto body associa on also alleged that The Har ord provided incen ves to its appraisers to establish ar ficially low hourly rates for auto body work. The associa on was a plain ff along with three shops, Ar e’s Auto Body, A&R Body Specialty and Skrip’s Auto Body. The Supreme Court said it could not discern why nego a ons “would ever owe a duty of impar ality to the auto shops with whom they are nego a ng.” “Under our regulatory provisions, those businesses are deemed to be capable of represen ng their own interests, and certainly are under no obliga on to accept insurance related work that is not sufficiently remunera ve.” Over a dozen years of li ga on, The Har ord defended its prac ces dealing with auto body repairs. “We’re delighted the Connec cut Supreme Court has unanimously ruled in The Har ord’s favor,” Michelle Loxton, a spokeswoman for the Har ord, said. Source: Har ord Courant
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Leaders in the Sale of Quality Mopar Parts
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-XO\ The Auto Body Association of Connecticut is deeply disappointed with the recent Supreme Court decision in Artie’s Auto Body, et. al. v The Hartford. The decision marks a step backward for consumer safety, quality of repairs, and for the rights of independently operated auto repair shops. The decision may also have the unintended consequence of affording greater insurer interference in the repair process, which has historically resulted in demands for faster and cheaper repairs, often at the expense of quality and safety. Insurance companies such as The Hartford, have for years, secretly sought to control independently licensed appraisers to reduce their own claim costs. The jury and trial court both found that this kind of misconduct is wrong and constituted an unfair trade practice. Indeed, the trial judge ordered The Hartford to pay $20 million dollars in punitive damages, which at the time reflected the highest punitive damage award in the history of this state. We believe that by reversing this verdict, the Supreme Court substituted its judgment for that of the community’s. The Court’s decision in this case, while disappointing, does not give insurers the right to set labor rates or dictate repair decisions. The decision stands for a relatively limited proposition: that The Hartford’s conduct in utilizing its appraisers to negotiate labor rates does not violate the unfair trade practices law. It remains unlawful for insurers to artificially suppress market rates or to impose undue conditions on repairers or consumers. The fight over consumer safety and fair market rates remains very much alive. The Auto Body Association of Connecticut has been in this fight for over fifty years. We have made great advances in compelling greater transparency and accountability. Our resolve to serve as a watchdog and advocate for the industry and for consumer rights, safety and fair market conditions remains as strong as ever. Finally, the Association wishes to extend its deepest gratitude to our legal team for their years of exceptional work, diligence and counsel. This was a long and well fought battle. On behalf of the ABAC and the entire repair industry, we humbly say thank you.
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July - August 2015
7 Tips for Selling More Tires on the Service Lane at Your Dealership The economy is down and so is consumer spending. Some individuals are cu ng out frivolous purchases from their budgets, pu ng off even the most necessary purchases, and wai ng to handle car repairs or maintenance at the last moment. If you want to sell more res on the service lane at your dealership, we have put together a great list of seven selling ps to help you out. Many of these ps take li le effort or monetary investment; simple changes can make a huge difference at your store.
1. Offer Incen ves. Every customer wants to feel like they got a great deal, no ma er what product they’re purchasing. Offer your customers incen ves to help convince them to buy the res at your store. Many customers will buy two res instead of four if they feel they can’t afford the purchase or think that they can slide by for a few months without buying a full set. A great deal closer would be to offer customers a service gi card to buy all four res or if you have a rewards program, offer to add value to their rewards card that they can use at their next visit. 2. Adver se a 20% Low-Price Guarantee. When your customers purchase res from you, let them know about your price-matching program. Reassure them that If they find the same brand and size of res elsewhere for less, you’ll give them the difference in price, PLUS 20%. Most buyers will make the purchase now and then forget about it later; many don’t want to be bothered with shopping around for prices on something they’ve already purchased. 3. Fight the Compe on with Solid Offers. Offer extra goodies to en ce customers to buy their res at your dealership service department. Try offering limited free balancing and alignment for a certain period of me, or even for the life of the res. A warranty or roadside hazard program also helps to sell more res; customers are more likely to purchase res if they know that you’ll help them if they have issues later on. 4. Look Like You Are in the Tire Business. Use some of the res you have in stock to get your customers in the res mindset while visi ng for service. Place res in the front of your dealership or in the service area so customers will be prompted to think about new res while they are taking care of maintenance. Having res on display can also help you get customers to stop and shop when they wouldn’t have visited you otherwise. 5. Stock a Wide Selec on. Customers will be more likely to buy res at your dealership if you have a large selec on and offer the sizes and brands they are looking for. Continued on Page 37
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Continued from Page 36 When you have to order a specific re for a customer, they are less likely to want to wait for the res to be delivered. They are also more likely to get home and rethink their purchase and call to cancel before you can get the res in. Having the res in stock allows you to seal the deal on the spot and get the customer on their way quickly with new res on their vehicle and a sale in your pocket. 6. Educate Customers Be er. Most customers don’t understand or don’t pay a en on to the fact that their vehicles are safer and get be er fuel mileage with new res instead of the old res they are driving around on now. Educate your customers without being pushy in the name of selling more res. Show them how the investment in new res now can add up to great savings over the life of the res. And more important than monetary savings is the safety of the customer and their family. This will help convince them that new res are a great idea for their vehicle. 7. Empower Your People to Sell. An incen ve program is a great way to boost re sales at your dealership. Offer a bonus program for each full set of res that your service advisors sell, or hold a contest offering a prize to the advisor that sells the most res in any given me period. This will help mo vate your advisors to help your service department perform be er in re sales. By using these simple ps, you will find that your service lanes are selling more res, helping your dealership increase profits and be more successful. Even though the economy is so right now and people are ghtening their belts, you can s ll be profitable and sell more res. You just have to get crea ve and make re shopping appealing to your customers!
Randy Johnson is the Founder and President of Car People Marketing
As a side note to the Mopar Masters Guild, let me know if any of you want to learn how our mul -media marke ng programs can recapture lost customers, a ract brand new customers they could never reach before and keep them from ever going anywhere else. It only takes 15 minutes and we can do it on the phone or online! Sincerely, Randy Johnson - Rjohnson@carpeoplemarke ng.com 386.846.2430
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SCRS OEM Tech Summit at SEMA to feature Joining, Diagnostics, Aluminum, Steel Speakers Repairers can learn from a lineup of automo ve joining, diagnos cs, aluminum and steel experts at the Society of Collision Repair Specialists’ SEMA OEM Summit in November, the organiza on announced Tuesday. The OEM Collision Repair Technology Summit on Thursday, Nov. 5, at the SEMA Show will focus on new vehicle construc on and tech trends as cars, trucks and SUVs become stronger and smarter, both internally and in perceiving and reac ng to threats on the road. Space is limited at the OEM sessions, so repairers might not want to wait un l the final early registra on discount date to sign up for those Nov. 5 classes. A endees can sign up for a single presenta on or buy a pass to all three. “The program is designed to put SEMA Show a endees in a room with innovators in automo ve structural design and technology, providing one of the most unique networking and learning opportuni es available to the collision repair industry,” SCRS wrote in a news release. Here’s the schedule: 9:30-11:30 a.m.: “Advanced Automotive Technology” Panelists will discuss joining as ac ve-gas welding gives way to adhesives, rivets, inert-gas welding and other techniques to connect aluminum and a more diverse mix of steels in modern vehicles. Another panel will examine diagnos cs, scans and calibra ons and demonstrate the need for full-system scans. Here’s a highlight for each from SCRS via the Specialty Equipment Market Associa on Show page: “Structural Connec vity – Understanding the Future of Automaker Joining Techniques”: “The panelists will have exper se in rive ng, bonding, welding of aluminum, steel and mixed materials, and factory-level joining.” “Tech Crunch –The Role of Programming and Diagnos cs in Post-Repair Road Worthiness”: “These subject matter experts will bring a focus on the technical aspects of vehicle scan code requirements and the role that diagnostic testing plays in repairing vehicles and restoring roadworthiness. Learn why you don’t know what you don’t know if you aren’t performing full system scans.” 12:30-2:30 p.m.: “The Future of Aluminum in the Automotive Industry”: Learn from a presenta on and OEM panel about what automakers are doing and will do with aluminum and what thought has been put into repairability. From SCRS: “A endees will be treated to a fascina ng presenta on on technological advancements in aluminum manufacturing, construc on and engineering, joining and future advancements that are predicted to be impac ng how frequently the material will be present in your repair facility, and how it will be used on automo ve bodies.” 3-5 p.m.: “The Continuing Evolution of Advanced Steels in Automotive Bodies”: Learn from a presenta on and OEM panel about how steel is aggressively compe ng to be the auto body safety and light weigh ng answer and get perspec ve about repairing cars with lighter and stronger steels. From SCRS: “Aluminum may have been all the rage in collision industry informa on, but steel con nues to be poised to play to most significant role in the automo ve footprint for the foreseeable future; although, not necessarily the same steel that the industry is accustomed to.” Continued on Page 39
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Continued from Page 38 These should be worth your me. As you’ve probably no ced from our coverage, automakers aren’t si ng around hoping gas prices drop or lobbyists eliminate the 54.5 mpg 2025 benchmark — and the inclusion of the smalloverlap crash test by the Insurance Ins tute for Highway Safety in 2012 seems to given them an added incen ve to make auto bodies out of tougher materials. “Every par cipant in this industry can benefit from be er insight into how vehicles and materials are evolving, what that means in the repair process and what will be expected of those who are performing these repairs,” SCRS wrote in its introduc on to the OEM Summit on the SEMA Show’s website. The future of our collision repair industry is highly skilled professionals, working on highly sophis cated automobiles that require the industry to embrace the necessary investments in training and equipment; but also relies on informed business owners who understand how to define for themselves what a sustainable and successful business model to support that investment looks like.” Source: By Repairer Driven News on June 23, 2015 Announcements | Associa ons | Educa on | Technology
Repair Certification on the Rise; I-CAR Approves Repair cer fica on programs are increasingly popular among auto manufacturers. I-CAR gives the thumbs up. In a bid to impart awareness of new trends in car-building, Porsche and Volkswagen recently joined the ranks of manufacturers that have implemented cer fied repair programs for repairers, following the lead of Audi, Jaguar and Volvo. Dan Ducharme, parts specialist at Volkswagen, says cer fied programs started at the high end of the market. “But it’s proven to be successful,” he says, “so it’s spreading to most other makes in the U.S. market.” Auto manufacturers point to new vehicle technology as the catalyst for the trend, and improved customer service as the goal. Joining a repair program isn’t a requirement for body shops, but the programs are raising awareness that these new cars require a higher level of training. The trend toward cer fica on programs has everything to do with emerging technologies found on today’s vehicles—high strength steels, aluminum, plas c composites and magnesium, says Jason Bartanen, technical director for I-CAR. Vehicles have changed significantly over the past few years, and manufacturers are looking for ways to ensure their customers are put into vehicles repaired by properly trained technicians. With the rollout of those new technologies, OEMs see the need to convey that informa on to the industry. Ducharme notes that most Volkswagen vehicles are constructed with high strength steel, which has very specific repair procedures. “Most shops don’t know that we have specific Volkswagen training or spot welders; most shops don’t know they can’t sec on our B-pillars,” Ducharme says. There is a real lack of informa on, training and knowledge in the industry, says Mike Kukavica, collision repair technology instructor for Porsche. Porsche wants to make sure there is a reliable source for customers to get their cars fixed. The goal is simply to raise the level of repairs that are happening to our cars, he says. “The collision industry has historically been a bit of an a erthought for many manufacturers,” Bartanen says. Auto manufacturers are finally realizing that they need to iden fy the different materials found in vehicles today, and need to have repair procedures available. Continued on Page 40
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Continued from Page 39 Improved Training It’s up to you to decide whether or not to join an auto manufacturer’s cer fied network. There is a cost associated with it, through annual dues and equipment upgrades. And the program may or may not benefit you, depending on your shop loca on and clientele. But the bo om line is that your shop will likely be faced with repairing one of these vehicles someday, and you need to know how to do the job. That’s where I-CAR comes in. I-CAR’s role in facilita ng training for the programs is equipping them with more informa on to include in course material available to the public. “Working with vehicle manufacturers is a good way for I-CAR to communicate collision repair informa on to the industry,” Bartanen says. Even if you’re not part of the cer fied networks, informa on can s ll reach your technicians through the courses I-CAR offers on the proper repair of these vehicles. Volkswagen’s Ducharme agrees: I-CAR is the industry standard for collision repair, it’s widely accepted, and shops are familiar with the organiza on, he says. “We want to make sure our procedures are included in the na onal trade.” Having the right tools, parts, equipment and training are all essen al components to achieve complete and safe repairs. If you’re missing any one of those pieces, your shop may have a disadvantage from a performance and marke ng standpoint, Bartanen says. If I-CAR can convey that informa on to the industry, it will help them realize their vision of an industry capable of complete and safe repairs. Source: www.fenderbender.com
Chrysler is recalling 1.4 million vehicles that can be remotely hacked over the Internet A flaw in several Chrysler models lets hackers remotely control them, posing an unprecedented danger for American drivers. Hackers can cut the brakes, shut down the engine, drive it off the road, or make all the electronics go haywire. A er the vulnerability was uncovered on Tuesday, Chrysler offered a so ware upgrade that it recommended customers install “at their earliest convenience.” Chrysler on Thursday upgraded its network, saying the update would prevent the remote hacking from taking place. It said that its update required no ac on on the part of customers and dealers. S ll under intense scru ny, Chrysler opted to issue a formal recall on Friday to fix the vehicles themselves. Customers par cipa ng in the recall will receive a USB flash drive, which they can insert into their cars and upgrade their vehicles’ so ware. But Chrysler said Friday that the recall provides unspecified “addi onal security features independent of the network-level measures.” The cars involved in the recall include the following vehicles equipped with 8.4-inch touchscreens:
2013-2015 MY Dodge Viper specialty vehicles
2013-2015 Ram 1500, 2500 and 3500 pickups
2013-2015 Ram 3500, 4500, 5500 Chassis Cabs Continued on Page 41
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2014-2015 Jeep Grand Cherokee and Cherokee SUVs
2014-2015 Dodge Durango SUVs
2015 MY Chrysler 200, Chrysler 300 and Dodge Charger sedans
2015 Dodge Challenger sports coupes
Chrysler said it is unaware of any accidents, injuries, warranty claims or complaints related to the so ware bug, other than a single incident reported by Wired on Tuesday. Researchers Charlie Miller and Chris Valasek demonstrated the vulnerability by taking remote control of a Jeep. The scope of the vulnerability -- the fact that it impacted several models of Chryslers -- was reported by CNNMoney on Tuesday. On Friday, the stock value of Fiat Chrysler Automobiles (FCAU) dropped more than 2%. There was also an 8% drop in the stock value of Sprint (S), whose cellular network allows Chryslers to connect to the Internet. Chrysler notes that the unauthorized remote hacking of a car “cons tutes criminal ac on.” CNN’s Jose Pagliery contributed to this report.
U.S. Senators Introduce Legislation to Protect Drivers from Auto Security, Privacy Risks On Tuesday, U.S. Senators Richard Blumenthal (D-Conn.) and Edward J. Markey (D-Mass.), members of the Commerce, Science and Transporta on Commi ee, introduced legisla on that would direct the Na onal Highway Traffic Safety Administra on (NHTSA) and the Federal Trade Commission (FTC) to establish federal standards to secure cars and protect drivers’ privacy. The Security and Privacy in Your Car (SPY Car) Act also establishes a ra ng system — or “cyber dashboard”— that informs consumers about how well the vehicle protects drivers’ security and privacy beyond those minimum standards. Last year, Senator Markey released the report Tracking & Hacking: Security & Privacy Gaps Put American Drivers at Risk, which detailed major gaps in how auto companies are securing connected features in cars against hackers. For example, only two of the 16 car companies had developed any capability to detect and respond to a hacking a ack in real me and, and most customers don’t even know that their informa on is being collected and sent to third par es. “Rushing to roll out the next big thing, automakers have le cars unlocked to hackers and data-trackers,” said Senator Blumenthal. “This common-sense legisla on protects the public against cybercriminals who exploit exci ng advances in technology like self-driving and wireless connected cars. Federal law must provide minimum standards and safeguards that keep hackers out of drivers’ private data lanes. Security and safety need not be sacrificed for the convenience and promise of wireless progress. I thank Senator Markey for his leadership and profoundly significant fact-finding in protec ng consumers. The road to new auto technology is wide enough for both progress and privacy.” “Drivers shouldn’t have to choose between being connected and being protected,” said Senator Markey. “We need clear rules of the road that protect cars from hackers and American families from data trackers. This legisla on will set minimum standards and transparency rules to protect the data, security and privacy of drivers in the modern age of increasingly connected vehicles. I look forward to working with Senator Blumenthal to ensure auto safety and security in the 21st century.” Source: www.collisionweek.com
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2015 M MMG MG C Com o m m itte i t t ees es Officers: President Vice President Treasurer Secretary
Rick Cutaia Andy Reed Susan McDaniel Susan McDaniel
Rick Hendrick DCJR - Charleston, SC Allen Samuels DCJ – North Richland Hills, TX Bill Luke CJD – Phoenix, AZ Bill Luke CJD – Phoenix, AZ
Execu ve Commi ee All of the above as well as: Marvin Windham Rick Monteiro Joe McBeth Paul Allred
Benchmark CJD – Birmingham, AL Jack Powell CJD – Escondido, CA Dallas DCJ – Dallas, TX Stateline CJD – Fort Mill, SC
Commi ees: Vendor Chairman
Paul Allred
Stateline CJD - Fort Mill, SC
Newsle er
Don Cushing
Bald Hill DCJ – Warwick, RI
Nada 2016 Planning
Susan McDaniel
Bill Luke CJD - Phoenix, AZ Gerry Oaks - Baxter CJD – Omaha, NE
Membership
TBA
Finance Commi ee
Susan McDaniel Rick Cutaia
Bill Luke CJD – Phoenix, AZ Rick Hendrick DCJR - Charleston, SC
CDK Global
Gerry Oaks Paul Allred Andy Reed Rick Monteiro
Baxter CJD – Omaha, NE Stateline CJD – Fort Mill, SC Allen Samuels DCJ – North Richland Hills, TX Jack Powell CJD – Escondido, CA
Reynolds & Reynolds
Rick Cutaia Susan McDaniel Marvin Windham
Rick Hendrick DCJR – Charleston, SC Bill Luke CJD – Phoenix, AZ Benchmark CJD – Birmingham, AL
Dan Hu on Paul Allred Steve Hofer
Tom O’Brien CJD – Greenwood, IN Stateline CJD – Fort Mill, SC Park CJ – Burnsville, MN
Dealer Tire
Susan McDaniel Marvin Windham Joe McBeth
Bill Luke CJD – Phoenix, AZ Benchmark CJD – Birmingham, AL Dallas DCJ – Dallas, TX
UPS
Glen Hojnacki
Milosch’s Palace CJD – Lake Orion, MI
Tracy Industries
Mike Mulkins
Go Chrysler Jeep West - Golden, CO
Katzkin
Mike Gerber
Rairdon CDJ - Kirkland, WA
Vendor Commi ees
OEConnec on Snap-On
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