Finally… An Honest Mechanic?

Dave Armstrong of Armstrong Garage in Georgetown, Ontario recently faxed a flyer circulating in his Southern Ontario territory. Fax advertising is nothing new, but what makes this one noteworthy is the head: “Finally..An Honest Mechanic”. I won’t identify the shop that issued the piece, and I guess it made sense as a marketing “hook”, but marketing by slamming the entire trade as dishonest is an insult to his peers and is ultimately detrimental to that shop’s marketing strategy as well. After decades of struggle against consumer perceptions of deceit caused by the few unethical operations and the popular press, we’re nowhere near where the industry ought to be in reversing the perception. New car dealers are exploiting this to win market share, despite the consumer expectation of higher prices. Maybe it’s an attempt at humor, but ethics are a serious issue in this industry, and reinforcing a misconception that most operators are thieves will backfire the first time an estimate spins out of control. Ever get into that driveability issue and have to report a blown head gasket to a customer? That six-hundred buck “tune up” will be perceived as a rip off by the consumer unless he or she has developed enough of a relationship with the shop that the big ticket doesn’t look like a one-time cash grab or a “bait and switch” tactic.

Advertising that slams competitors is not only distasteful, it’s irrational. No one at Goodyear or Michelin slammed Firestone in advertising, although the opportunity was certainly there. Why? Because it would call the entire industry into disrepute, and who knows what might happen in the future? ASE, MAP, provincial licensing systems, and various regulations and laws governing auto service all exist because before them, the trade proved unable to consistently deliver value to consumers. We’re regulated now because in those days we had to be. There’s no regulation prohibiting bad PR, and this is a particularly bad example, but the “dishonest mechanic’ perception will perpetuate every time as shop breaks a promise or delivers a nasty surprise. Some can’t be avoided, but many can. Why do we advertise $99 brake jobs when we know that the majority of vehicles need more than linings and pads? We do it because the guy down the street does it, and we’ll lose the business. The real estimate is then perceived by the consumer as a “rip-off”. I’d love to see basic service advertised this way: “Brakes, no higher than $799. Your car probably less.” It likely wouldn’t work, but the $400 job would seem reasonable and no one would look like a thief. In the meantime, we need to stay vigilant about the image of our trade and push back where necessary with letters, E-mails or phone calls. Peer pressure works, so if you see something questionable, call the offending shop and ask why they’re doing what they’re doing. You’d be doing them, and the industry, a favour.