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Old 08-13-2003, 11:39 AM
JSlabotsky JSlabotsky is offline
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Join Date: Dec 2002
Location: Piedmont, OK
Posts: 69
I think I see where you're coming from with your concept. I'd like to offer my own take on the "theme", if you will.

We have two fairly upscale shops on the same street. One is an MB specialist, the other a Volvo specialist. The MB shop looks very expensive and is of very nice brick construction. The Volvo shop has clapboard siding and looks vaguely like what one might expect to find in Sweden.

The MB shop gives off a very stuffy, rich-guy-smoking-a-cigar vibe. It's very plush, to be certain. They have certified techs and have a good reputation. The atmosphere says "we're here to make you feel important."

The Volvo shop is neat and clean, the techs all wear coveralls. The lobby is nothing to get excited about - asphalt tile floor, decent chairs, and a smattering of Volvo-related art work. They also have a window looking out into the shop area. The whole atmosphere says "we're here to fix cars".

Which one is always packed? The Volvo shop.

My point? People will not percieve the "perks" as having value. They'll figure that if you didn't have to pay for all that leather and mahogany, you might not have to charge them $3,000 for a valve job. Rich people - and I get the impression that's who you're trying to attract - are often more attracted to a shop they percieve as "all business" because they know how expensive the leather and mahogany are. There aren't enough of those people who need to feel important to keep you in business. Besides, those tend to be the same people who will argue over prices for everything, blame you for stuff that isn't your fault, and generally annoy the crap out of you.
1998 S320
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