How to Compete with Firestone and Jiffy Lube
National chain service centers compete primarily on price, convenience, and brand familiarity. Your dealership can beat them on all three fronts with the right approach.
Price: Close the Gap on Common Services
You will never win the race to the bottom on price, nor should you try. But you can offer a competitive oil change, tire rotation, and brake service that is close enough in price that customers weigh the added benefits of coming to the dealership. A customer who is comparing a $39.99 chain oil change to your $49.99 full-synthetic oil change with multi-point inspection is making a value calculation you can win.
Price: Close the Gap on Common Services
You will never win the race to the bottom on price, nor should you try. But you can offer a competitive oil change, tire rotation, and brake service that is close enough in price that customers weigh the added benefits of coming to the dealership. A customer who is comparing a $39.99 chain oil change to your $49.99 full-synthetic oil change with multi-point inspection is making a value calculation you can win.
Convenience: Match or Exceed
Chains win on walk-in availability and speed. Counter this with an express service lane that handles oil changes, tire rotations, and basic maintenance without an appointment. Target a 45-minute or less turnaround for these services. Offer online check-in so customers can start the process before they arrive.
Convenience: Match or Exceed
Chains win on walk-in availability and speed. Counter this with an express service lane that handles oil changes, tire rotations, and basic maintenance without an appointment. Target a 45-minute or less turnaround for these services. Offer online check-in so customers can start the process before they arrive.
Expertise: Your Unbeatable Advantage
No chain store has factory-trained, brand-certified technicians working with manufacturer-specific diagnostic tools. No chain store can access your manufacturer’s technical service bulletins or perform recall work. No chain store provides a repair warranty backed by the manufacturer. Make these advantages visible and central to your marketing. Customers need to know what they are getting for the modest price premium.
Expertise: Your Unbeatable Advantage
No chain store has factory-trained, brand-certified technicians working with manufacturer-specific diagnostic tools. No chain store can access your manufacturer’s technical service bulletins or perform recall work. No chain store provides a repair warranty backed by the manufacturer. Make these advantages visible and central to your marketing. Customers need to know what they are getting for the modest price premium.
