Remember when the Ford Motor Company used to advertise that it had a "better idea?" At the time that was certainly debatable, but now it may be time for Ford to resurrect the slogan for its Quick Lane Tire & Auto Centers. With the recent opening of its 500th store, Ford has been determined and disciplined in its fast service approach and has built a $385 million business in just 11 years.
In this economic climate, there's no doubt that the OEMs will face an ongoing challenge to sell their vehicles, especially those that are not fuel-efficient. So now more than ever their very existence may come down to how well they do on the service side of business. For the domestic car makers, of course, they have to get a $25 billion bailout to have any sort of viability to survive. (And incidentally, there's no doubt in my mind that they'll get the bailout.)
But back to the issue at hand. Let's look at one successful Quick Lane example — Albion Motors Ford Mercury, Inc. in Albion, Mich. — that Ford touted in a recent press release. After three years of running a Quick Lane, owner Bill Vann says, "We've been able to retain twice the number of service customers we had in the past, and we're selling three to eight new or used cars a month to customers that we've received from our Quick Lane store."
Of course, Vann was hand selected to serve as a shining example of the Quick Lane program so we could write off this story as hyperbole. That would be a mistake. Ford has struck a chord with customers who are looking for convenience in both time and location. Time-challenged customers who make their car maintenance decisions on a whim don't need an appointment, and the locations are easy to find because they're either on the property of an existing Ford dealership or on an offsite location nearby.
Moreover, customers don't have to fear who's working on their vehicles. Rather than non-automotive lube jockeys, who formerly worked at Taco Bell or Subway, Ford says it staffs the Quick Lanes with factory-trained technicians.
Quick Lanes are exactly that. They offer routine maintenance and light repair services, such as oil and filter changes, brake repairs and tire rotations.
Grabbing that bread-and-butter business should concern you, but the bigger concern should be the Quick Lane specials. For instance, they offer "The Works Fuel Saver Package" that includes premium synthetic blend oil, tire rotation, air filter checks, brake inspection, a battery test, a belts and hoses check and fluids topped off. All for $29.95.
And if the parts and service incentives aren't enough to hook customers, the giveaways celebrating opening of the 500th Quick Lane might. Ford is giving away 500 gallons of gas to 10 people, $500 to 25 people and a $50 gas card for 500 more people.
This effort and others either will hurt your business or will make you a better competitor.
It's not that you have to match Ford's or anyone else's deals dollar-for-dollar. However, you need to realize that you should do more than just try to maintain the business you have. Don't be fooled into thinking that your loyal customers will remain loyal during these tough times. Loyalty is only pocket deep. All things being equal, the creative deals and incentives you offer may be what sees you through the rough stretch of road that lies ahead.
