Bob Ulrich

Editor

Bob Ulrich was named Modern Tire Dealer editor in August 2000. He joined the magazine in 1985 as assistant editor, and has been responsible for gathering statistical information for MTD's "Facts Issue" since 1993. He has won numerous awards for editorial and feature writing, including five gold medals from the International Automotive Media Association. Bob earned a B.A. in English literature from Ohio Northern University and has a law degree from the University of Akron.

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Saturn is dead. Long live Saturn (vehicles)!

By: Bob Ulrich

"There's never been a better deal on a Saturn," reads the corporate Web site for Saturn LLC, a division of General Motors Corp. Well, former division.

That's not surprising. As you know by now, Saturn is being phased out as part of GM's restructuring. For a short time it looked like the Penske Automotive Group might buy it, but that fell through.

So after this year, there will be no new Saturn models, or Saturn dealerships.

Some might want to buy the 2009 models as collector's items. But most of the the new Vue crossover vehicles, Sky roadsters and Astra sport compacts will be driven until they need repair.

That's where you, the independent tire dealer, come in. Without Saturn dealerships, there is a void in Saturn repair locations. You can target those vehicles.

Saturn was very customer service oriented, and I know of some people who will miss that service.

(I own a 2002 Saturn SL1; although I have always taken it to independent tire dealerships, I admit to occasionally taking advantage of the lifetime free car wash the car dealeship offered.)

To the best of my knowledge, when GM decided to rid itself of Saturn, I received no correspondence. But recently, I received a form letter from nearby Medina Auto Mall.

"Medina Auto Mall stands ready to service your Saturn for both maintenance and warranty needs," it read. "Our highly trained technicians and state-of-the-art equipment can put your mind at ease and keep your Saturn in tiptop running order."

Among its other services, the mall also offers free car washes.

The letter ended with a series of coupons for:

* a free winter checkup;

* $10 off cooling system flush service;

* $5 off any regular prices lube, oil and filter ($10 off if you want synthetic oil);

* a four-wheel "rotate and balance" for $89.95;

* a free set of wiper blades installed with any service department service of more than $50.

There was even a "Service Wild Card" coupon, good for 10% off any service performed in the service department.

The Medina Auto Mall caters to Pontiac (which also is being phased out), Buick, Cadillac, GMC and Dodge, at least according to the promo letter. It is "adding" Saturn service in the minds of Saturn owners.

By now, many of you are experts at direct mailing and/or e-mailing. In some cases, your software practically does all the work for you. If you can get the list of Saturn owners in your area (Medina Auto Mall did), you can take advantage of an opportunity that should lead to added business.

Don't have the list? Send out a generic e-blast to everyone in the area letting them know that you will be happy to help when a Saturn owner needs service. Or you can advertise in the local newspaper or on a billboard.

The key is to let people know what you can do.

By getting rid of Saturn and Pontiac, GM is trying to reinvent itself. Why not you?

Related Topics: Auto Service, Car dealerships, General Motors, Independent tire dealer, Saturn

comments

1. Gary | December 17, 2009 at 08:07PM
   $89.95 to rotate and balance four tires? That's outrageous!

2. Kurt | December 22, 2009 at 07:36AM
   I was thinking the same thing, Gary. It costs around $40 here, and that is if you didn't buy your tires from that dealer. Usually, my guys do that free, or at a discounted rate during an oil change.
   
   That includes chains and independents, across the board.
   
   I guess you have to make up for lost revenue somewhere.

3. Jerry | January 04, 2010 at 05:21PM
   Hey BOB,
   
   Great advice! The sharp dealers will jump all over this and search out the opportunities you so clearly defined. Our industry needs more advice of this nature.