I understand area does have a lot to do with labor pricing. I also know that it is perceived value to the customer when they leave your shop after paying for the service you provided to them that will ensure they come back for future service or repair. Unless required by your area your customers may not know your hourly labor rate. Just strive for excellent customer service, backed by your warranty. Always take the time to go over the invoice with the customer and even show the parts removed when they come for their vehicle.