Joe Marconi

Nice! Keep it going! But build for the future at the same time.

Agree Frank! Great comments. And shops need to be careful they don't "steer" only the customers they know will give them a 5-star review.

According to studies from Northwestern, Birdeye, and other companies, people are most influenced by reviews with an average rating of 4.2 to 4.5 stars out of 5 — making this the ideal average star rating for purchase probability. Having all 5-star Google reviews can work against you. People may not trust a company with all 5-star reviews. No business is perfect, and you cannot please everyone. Also, people make mistakes. Having negative reviews is not the end of the world, in fact, it may actually help your business. Thoughts? Comments?

Well said! Branding is key. It's all about name awareness. Obviously, you need to have a quality reputation, but branding in the long-term will give a shop a better ROI than lost leaders or discounting marketing. And I agree with you, that community involvement is crucial these days. Nice Logo too!

Back in 1980, I left a Ford Dealership for a lot of reasons, mostly the toxic culture. Fortunately, it pushed me into owning my own repair shop. I need to ask you, is it all about money, or are there other reasons why techs are leaving, including yourself? Your perspective is greatly appreciated.

Agree, and that is what I have found through the years.

I was around in the pre-OBDII days, so that isn't an issue for me. However, when I was a young tech (back in the mid-1970s) the cars from the 1940s and 1950s were different and a challenge for me, even though they were very basic in nature. For most, we look forward and learning new technologies, but there will always be those that learn about the past technologies too.

SOURCE: Tire Review Magazine: Auto shoppers in America are more likely than ever before to consider buying a fully electric vehicle, and new EV entries are responsible for much of the added consideration. These new entries, many from long-established vehicle manufacturers, are turning EV skeptics into likely EV considerers, according to the J.D. Power 2022 U.S. Electric Vehicle Consideration Study. The percentage of shoppers who say they are “very likely” to consider an EV for their next purchase or lease climbs to 24%, four percentage points higher than a year ago, the study says. Several factors are at work in promoting the increase, but the introduction of new electric models—some of which are in an important and largely untapped segment such as pickup trucks—is a primary reason for the increased consumer interest. One hurdle to EV adoption revolves around shoppers’ living and working situations. There is a substantially higher ratio of shoppers who own their home who say they are “very likely to consider” an EV (27%) than those who rent (17%). Not only are homeowners more affluent, on average, but are more likely to be able to charge an EV at their residence. Perhaps most tellingly, 34% of those who indicate they are unlikely to consider purchasing an EV say they lack access to any charging capabilities at home or work. The study, now in its second year, finds that the more vehicle owners drive, the more they are likely to consider an EV. While daily commuters who are encountering higher fuel prices are logical candidates to switch to EVs, those who take frequent vacations and road trips might be assumed to be less likely to adopt EVs. But, like heavy commuters, heavy road-trippers have a higher EV purchase consideration tendency than those who use their vehicles less often for this purpose. It could be an indication that frequent drivers are increasingly seeing the advantages of EVs compared with their gasoline-powered counterparts. Still, as the number of EV models proliferates, auto manufacturers must seek to convert the large percentage of EV shoppers who say they are “somewhat likely” to consider into actual customers. The study points out a key opportunity to accomplish that: expose EVs to those shoppers who have never driven, ridden in or even sat in such a vehicle. Echoing last year’s findings, the 2022 study reveals that firsthand experience with EVs plays an important role in purchase consideration. Only 11% of study respondents who had no personal experience at all with EVs say they are “very likely” to consider an EV. That percentage more than doubles to 24% among those new-vehicle shoppers who have simply been a passenger in an EV and rises to 34% among those who have driven an EV. Owners of EVs are also sold on the technology, as 48% of owners say they are “very likely” to consider another EV for their next vehicle purchase. Following are key findings of the 2022 study: EV consideration stronger among premium buyers: Since purchase price continues to play a prominent role in the vehicle purchase process, and because EVs often have higher price tags than their gas-powered counterparts, it is not unexpected that EVs are finding more favor among premium buyers than mass-market buyers. Some 37% of premium vehicle owners indicate they are “very likely” to consider an EV for their next purchase vs. just 21% among those who currently own mass-market vehicles. EV consideration by owners of mass-market vehicles on the rise: Though premium vehicle owners remain more likely to consider EVs than owners of mass-market vehicles, the owners of mass-market vehicles increasingly register an interest in buying an EV. The year-over-year increase in those who say they are “very likely” to consider an EV is up to six percentage points among owners of mass-market vehicles and up one percentage point among owners of premium vehicles. This suggests some owners of mass-market vehicles are receptive to more affordable EVs. More information engenders more consideration: The study reinforces findings from a year ago that a lack of information about EVs is a key factor in shoppers’ rejection of them. Nearly one-third (30%) of rejecters cite a lack of information as a reason for their lack of consideration. Because firsthand experience with EV technology is still not entirely commonplace, shoppers need to be better informed about the ownership experience they offer. EV consideration by geographic location: It is not unexpected that new-vehicle shoppers in the West region show the highest proclivity for EV purchase. Some 31% of those in the West say they are “very likely” to consider an EV. Surprisingly, the South (26%) tops the Northeast (22%) among those who say they are “very likely” to consider an EV. The North Central is at 22%. Legacy automakers turn in strong showing: Owners of numerous mass market brands express an increased interest in EVs from a year ago. At the same time, owners of several premium brands, including Tesla, express somewhat less interest in making their next vehicle an EV. “Tesla remains a dominant player, but new-vehicle shoppers are proving quite willing to consider EVs from legacy brands,” Stropp said. The U.S. Electric Vehicle Consideration Study is used to gauge EV shopper consideration. Study content includes overall EV consideration by geography; demographics; vehicle experience and use; lifestyle; and psychographics, the company says. It also includes model-level consideration details such as cross-shopping and “why buy” findings and an analysis of reasons for EV rejection. The study measured responses from 10,030 consumers and was fielded from February through April 2022.

Thanks for the brief Bio. And welcome to Auto Shop Owner. As a shop owner for 41 years, I agree that your client base must trust you. And that can only happen by building strong relationships. I also learned that I could not be everything to everyone, and early on focused on my ideal customer. I also agree with you about community involvement. That proved to be a gold mine for me. Thanks again!

The Elite Masters Service Advisor Training Course kicked off this past Thursday in San Diego! Service Advisor training is a key component in an auto repair's overall success. For more information: https://eliteworldwide.com/how-we-help/service-advisor-training/mastersprogram/?fbclid=IwAR3By8bBIWL22850aaDZKxTKsJGhh2FLI2L-CQ0N8t9ltLWjTn2qPG2-35g

Yesterday, around mid-day, I headed out to run a number of errands. I first stopped for a quick lunch, then on to the hardware store, the beer distributor (for Father's Day BBQ), the grocery store, and then I went to Staples to pick up a few shipping cardboard boxes. EVERY place I went to had a sign out in front: NOW HIRING! I don't get it, where are all the workers? The unemployment rate is at 3.6%. Does that really reflect the number of people out of work, or is the number higher when we factor in those that don't want to enter the workforce or those that have left the workforce? Something doesn't add up.

Having been a shop owner for 41 years, I have lived through many economic swings, both good and bad. I can tell you that increases in prices, from gas to food to new car prices, can prove to be a good thing for auto repair shops. People tend to tighten their belts during tough economic times, but also understand that they need their cars in the best shape they can be to save on fuel and save on costly breakdowns. How can you help your customers save on fuel costs and focus on preventive maintenance?

When it comes to advertising, there is an endless list of strategies. And, it appears, that everyone has a different strategy and opinion about what works and what doesn't. So, the question is: What's Your Most Effective Form of Advertising?

Before I started my auto repair shop, I worked for a Ford Dealer way back in the late 1970s, and my goal before leaving that dealership was to become an A-rated Master Tech. Their definition, at that time, was that a Tech had to be able to repair everything and anything from bumper to bumper. Is that definition even possible? Can someone become proficient in every area of automotive service, repair, testing, and diagnosis? About 10 years ago, I hired a technician that grew up in Greece. He was trained in one area of the automotive; Undercar. He was highly skilled in brakes, suspension, steering, wheel alignment, wheel balance, axles any issues or problems related to undercar. He was the best in his class, and I considered him an A-rated Master tech....in that area. With technology changing at light speed these days. Is it time for techs to specialize or narrow their scope of skills?

These are all great points. We have to remember that many of us would not be where we are today if it were not for an older shop owner giving us a chance. I was hired as an entry tech when I was 20 years old at a two-bay gas station in the Bronx. I had no formal automotive mechanical education, just what I learned from my father and doing my own car. At that age, I was no Ace, but I learned fast. In fact, 5 years later I had my own shop. I only bring this up because someone gave me the opportunity. If we don't build for our future, no one will.

Mike, I agree with you 100%! You make a great analogy with what happens when business slows down and shop owners go into, as you say, "Panic Marketing." It is up to the shop owners to build the workforce of tomorrow. And we do need to get the younger generation interested in this amazing industry. If half the shops in this great nation of ours started an apprenticeship program, we could solve the tech shortage in a matter of a few short years.

I tend to agree with you. Even after 41 years in business, letting someone go, no matter what the situation, was uncomfortable.

All great comments. And it's ok to disagree. That is the purpose and the reason for the forums. There are many ways to achieve great results. A process or a tool has to work for you or modify it to accommodate the way you conduct business. One point, you do alert the customer that they will be getting the DVI report. This, in my opinion, is better than sending the report blind, where the customer is not expecting it. Great conversation.

Other shops also found out that they didn't need Saturdays. COVID did bring change to many businesses.

When I started my auto repair shop in 1980, it was typical to work at the shop 50 to 70 hours a week. More than half of that time was working on cars. I kept that work pace for over a decade. I know that many shop owners of my generation did the same thing. That's all changed now. And for the better. More shop owners today understand that their leadership roles are critical to their success and the best strategy for the welfare and development of their employees. Jump to the link below for a few quick stats on the different roles of today's shop owner.

In a recent Wall Street Journal article, automakers are asking the European Union to hold off on their 2035 plan to ban the sale of gasoline-powered vehicles. Automakers state that the disruption would be too great for auto supply companies and that the charging infrastructure will not be ready in time for the ban. In addition, the shift would cause big job losses. How do you feel about EVs?

With so many different models on the roads these days and the challenges of obtaining all the necessary training, tools, and technical information, should auto repair shops consider narrowing their focus on fewer makes and models? Is "All Makes, All Models" really achievable today?