Tire dealers who replied to MTD’s 2024 Tire Dealer Automotive Service Study indicated an expected 48% of their total profits to come from automotive service.
This includes modern coolant system services that protect against overheating to keep engines running efficiently and operating optimally. More than 75% of tire dealers who responded to the survey offer modern coolant system services to customers at their shops.
Today’s market is competitive and customers are spending cautiously due to economic uncertainty. Some are even putting off vehicle maintenance and repairs altogether to keep their pockets better lined.
That’s why it’s important to stay in-the-know on best practices that can be employed to help differentiate the modern coolant system services offered at your dealership from those offered by your competitors, while boosting your bottom line and providing a service that protects customers’ motors.
Customer awareness
Is the average vehicle owner cognizant of the importance of properly maintaining their modern cooling system? And what are some best practices to keep customers educated, well-informed, and up to date about system maintenance?
Dennis Eaton, U.S. sales manager at CPS Products Inc., says that it's “generally recommended to flush a car's coolant system every 30,000 miles or every two to three years, whichever comes first.”
However, he adds that this interval “can vary, depending on (the vehicle's) make and model, so it's always a good idea to check the owner's manual for specific guidelines.
“Regular coolant exchanges are important because they help prevent overheating, corrosion, and buildup of contaminants in the cooling system,” he notes.
Signs that a customer’s vehicle might need a coolant exchange include an overheating engine, discolored coolant, coolant leaks and temperature fluctuations.
“Using a coolant tester, a typical 50/50 mix of anti-freeze and water should protect your engine down to about” minus-34 degrees Fahrenheit. “If the freeze point is too high, a service may be required.”
Eaton says there are “several service options, equipment-wise, to perform a professional coolant exchange. We recommend coolant exchange equipment that will exchange the largest percentage of coolant — new versus old.
“You want to ensure that the exchange process includes refilling the coolant system free of air pockets that can result in airlocks within the coolant system. We also recommend an exchange process that allows the technician to perform a static fluid exchange” when the vehicle is not running.
“We recommend a two-step process including a cleaner and conditioner (Motorvac 400-0138) along with the coolant fluid exchange service,” says Eaton. “The cleaner restores cooling system efficiency by removing rust, scale and other contaminants from the vehicle cooling system. The conditioner contains rust and corrosion inhibitors, which help radiator deposits that can cause clogging and overheating. An added conditioner benefit is a water pump lubricant.”
Marketing advice
How can you bring customers into your tire dealership to have their vehicles’ coolant systems serviced? It all starts with education, says Eaton.
Tire dealers should emphasize the importance of cooling system maintenance. “Start by assessing your customer’s current coolant condition and checking for any signs of wear or contamination.
“Based on this, recommend a coolant flush, if necessary. Explain the benefits of a coolant flush such as preventing engine overheating, corrosion and the build-up of contaminants. A coolant flush helps to optimize engine performance and longevity.
“Additionally, offering promotions or package deals that include coolant exchanges along with other maintenance services can go a long way toward making services more appealing to customers,” he explains.