CARS Executive Outlook: Greg Aguilera

CARS magazine reached out to leaders in the automotive repair and service sector of the automotive aftermarket to ask them about their thoughts about the industry over the next 12 months. How will the economy impact customer behaviour in 2025 compared to 2024? What role is technology playing in repair shops these days and how can shops use it effectively? And what could impact business the most this year — is there one key opportunity or challenge awaiting shop owners? We will present their answers in alphabetical order over the coming weeks…

You can view the full feature in the February 2025 issue.

Greg Aguilera, Director  |  IAC Canada

Fill in your skills gaps. Stop using the excuse that you don’t know how to do something, from marketing to CRM

With stable economic growth and high interest rates, consumers will focus on maintaining their current vehicles, boosting demand for affordable, high-quality repairs. 

Shop owners need to promote preventive maintenance. Educate customers on cost-saving measures like regular checkups. Offer value deals, such as loyalty programs or bundled service discounts for budget-conscious customers. They also need to prepare for EV demand. Research incentives and invest in tools/parts for EV maintenance. 

Technology is critical for efficiency and trust. Advanced diagnostics, EV tools, CRM systems, and management solutions are driving change. So upgrade diagnostic tools by investing in equipment for modern vehicle issues. Leverage CRM systems — streamline scheduling, invoicing, and follow-ups for better customer experiences. Train for EV servicing by enrolling technicians in EV-specific programs to remain competitive. 

Adopt management coaching. Engage in coaching to develop leadership skills and improve team efficiency, ensuring smooth integration of new technology.  Your opportunity is the growing EV market. It offers a chance to attract new customers. The challenge will be the skilled labour shortage. This requires innovative hiring and retention strategies. 

So focus on recruitment. Partner with trade schools and offer apprenticeships to build a talent pipeline. Invest in staff retention by providing training, competitive wages, and a positive work environment.  Diversify your services — expand offerings to include EV repairs, tire services and fleet maintenance. 

Fill in your skills gaps. Stop using the excuse that you don’t know how to do something, from marketing to CRM. Fill your team with these skills or learn them yourself. Don’t get left behind