Little do drivers know that one of their vehicle’s more intricate systems could be under-maintained. Maybe it’s their busy schedules that deter them from regularly visiting their local auto store or repair shop, or it could just be that some drivers take their vehicles for granted.

Since many motorists aren’t familiar with the complex details one must remember in order to keep their vehicles in top condition, they just assume everything is in good working order…that is, until something goes wrong.

According to the Automotive Aftermarket Industry Association (AAIA), vehicles that participated in last April’s vehicle inspection campaign had an 85 percent failure rate. Most commonly, people had low or dirty engine oil, low transmission fluid or a dirty air filter, but other more serious problems reported included brake light failure, damaged tires, low tire pressure and coolant leaks.

Possibly one of the more publicized ways to help educate today’s drivers is to host a vehicle check lane.

“Hosting vehicle check lanes for consumers is a win for the aftermarket. While these events are not intended to be selling events, our research shows that they always generate parts and service sales for businesses that are involved,” says Rich White, vice president, marketing & member relations, for AAIA. “Obviously, increased sales benefit all segments of the distribution channel. Besides building business, these events help improve the image of the professional technician and auto repair and service businesses. They increase the visibility of the shop or store in the community.”

Though the industry is well aware that April is National Car Care Month and October is Fall Car Care Month, consumers are still completely in the dark.

Our 2006 State of the Industry Report, where we spoke to more than 300 consumers, determined that 95 percent of today’s drivers don’t know when Car Care Month is.

The industry as a whole should do whatever it can to promote vehicle maintenance during these months, though they aren’t the only times of the year that events can be held. “Every month is car care month as far as the Car Care Council is concerned,” says White, who adds, however, that April and October are the months dedicated for “intensive media outreach and consumer education about the benefits of proper vehicle care and maintenance.”

As a distributor, there are many opportunities and reasons for getting involved. The Aftermarket Auto Parts Alliance (which flies the Auto Value and Bumper to Bumper flags) helped its jobber and WD members participate in more than 200 events last year. “We are doing everything we can to upgrade the image of the community,” says Steve Marks, senior vice president of marketing and advertising.

Choose a hot spot

When hosting a vehicle check lane, choose an area where there is adequate room for setup, but more importantly, high traffic volume. This will help ensure your event is a success. “We’ve had them at mall parking lots and we’ve had them outside of parts stores,” says Marks. All that matters is that it’s a highly visible area for drivers. 

White believes the ideal location would be one that combines the resources of a repair shop, parts store, local radio station and vocational school.

“The site could be a school, church or shopping center parking lot.” And, because hosting a vehicle check lane is a community service, you shouldn’t have any trouble negotiating the use of space.

Don’t go it alone

Regardless of whether you have vocational students on-hand as volunteers, you should always team with your best tech customers for a vehicle check lane event. Not only will it help to build your relationship with them, but if they get increased business as a result of the event, you likely will too.

Admittedly a little skeptical of their effectiveness before holding the events, Craig Bond, senior vice president of Bond Auto, says teaming with a repair shop was the “perfect marriage.” What he found most challenging during the planning process was finding a service center with the time to commit.

He explains that some shops have a limited number of employees and can’t spare one or two people during work hours, adding that you should do your homework ahead of schedule and give shop owners ample time to make additional arrangements.

Part of your job, says Bond, is getting repair shops to understand the significance of being involved. They may initially avoid or ignore your request, but once they comprehend its value and how it will help enhance the image of their business, they should be more receptive to the idea.

Marks explains that vehicle check lanes give shop owners and technicians an opportunity to meet consumers on a much less stressful basis than they usually do. “When they come into a shop and their car is on the fritz, they are uptight. When they are getting it inspected, it’s much more relaxing so it’s easier to establish a relationship with them at this time.”

Service center owner Barry Balaban of Black Bear Auto in Connecticut saw an increase of $10,000 in parts and service sales the week after he hosted a check lane event. He adds that it was another 30 days before his sales numbers slid back to their normal figures.

Utilize vendor relationships

One way to help increase traffic is to ask some of your manufacturing partners to set up small booths that educate drivers on key functions. Balaban, who teamed up with both a local CARQUEST and an Autopart International store for his check lane event, was delighted when CQ sent an undercar representative as well as someone from Gates Corporation to help teach drivers about proper vehicle maintenance. The Gates contact was able to show drivers the difference between good and bad belts and hoses.

Marks, who says they encourage participation from the manufacturers on down the chain, ponders, “What better time for wiper vendors to come in and talk to people about wiper blade replacement?”

Promote your event

There’s nothing more devastating than holding an event that doesn’t garner any traffic. Yet there are many avenues for ensuring this doesn’t happen, says Bond, including radio remotes and giveaways.

Marks, from the Alliance, suggests teaming up with a local group like the Boy Scouts to help with publicity. For some of the vehicle check lanes they hosted last year, “their job was to get at least three people to come to the event,” says Marks, which then led to an increase in word-of-mouth.

Craig Bond teamed with local law enforcement so that he could also promote a child seat safety check lane. This helped the distributor really publicize the importance of safety. “We sell auto parts and accessories, but we also sell safety.”

White adds that a host business should contact the local media too, sending press releases and possibly buying some local radio airtime. The Car Care Council’s CD/DVD vehicle check lane kit includes sample radio spots, on-hold telephone messages, press releases and ads. Some of these items can also be found on their website, www.carcare.org.

Feel free to have entertainment, games, food and prizes if you’d like, though it “doesn’t have to be the extravaganza event,” says Marks. “Start out small and let it evolve into what it’s going to be.”

Balaban’s event for Black Bear Auto included a small custom car show and a hot dog stand, both of which helped draw in a bigger crowd.

Look the part

You, your employees and the technician customers checking vehicles are all experts, so be sure your appearance communicates that. Matching shirts and nametags help create a sense of professionalism, something the participating car owner will appreciate.

The use of inspection forms will also prove valuable. You can customize your own or utilize those offered by the Car Care Council. You’ll want to be able to give the motorist a document outlining the vehicle systems and fluids that were checked, along with their inspection status.