Service Dept. More Important

Conventional wisdom is that when vehicle sales decline, dealers turn to other areas business to keep that revenue coming in. That's why the service department has become more important for dealers, as they look for ways to drive revenue. The average dealership gets 30%-40% of its profit from its service department revenue. That department is becoming more important to customers, too. Google says that,

Cliff Banks

August 1, 2008

7 Min Read
WardsAuto logo in a gray background | WardsAuto

Conventional wisdom is that when vehicle sales decline, dealers turn to other areas business to keep that revenue coming in. That's why the service department has become more important for dealers, as they look for ways to drive revenue.

The average dealership gets 30%-40% of its profit from its service department revenue.

That department is becoming more important to customers, too. Google says that, while the total number of searches for new vehicles in the U.S. has declined by 16 % between March 2007 and March 2008, there has been a 35% growth in people visiting parts and service sites in the same period.

High-volume stores appear to be capturing some of those customers, according to this year's Ward's Service 150, a ranking based on data from this year's Ward's Dealer 500.

Dealerships on the Ward's Service 150 generated 5.8% of their revenue from service departments in 2007, up from 5.3% in 2006. Those dealerships averaged $159 million in total revenue with $9.2 million from the service department. They also sold an average of 2,961 new vehicles in 2007.

Meanwhile, the percentage of revenue created by the service department declined from 4.6% to 4.3% for the rest of the Ward's Dealer 500 (350 stores) over the same period.

On the marketing side, dealerships are becoming more sophisticated in their use of e-mail advertising, says Chuck Tildon, product-marketing manager for the Cobalt Group's Onstation.

“We're seeing dealers target more to specific niches of customers,” he says. “They're limiting the number of attempts to each customer, but are running as many as six or seven campaigns to smaller niches.”

The quality of the creative content is improving, Tildon says. Dealers are learning they can tie all of their marketing programs together and see what their customers did and what transactions they made.

Another trend is automated phone calls to customers alerting them to service specials.

While most dealerships market only to customers who have purchased new vehicles, some dealers are seeing success by marketing their service departments to people who have bought used cars.

It's a way to increase customer pay business to offset declining warranty work most brands are seeing today because of improved vehicle quality.

Several experts advise dealers to advertise oil-change services using prices that compete with independent and chain shops. That also presents upsell opportunities if a vehicle is found to need additional work or maintenance.

But dealers have learned that driving too much quick oil-change business can backfire. One problem is that those customers rarely will spend more on additional services.

And many dealerships aren't equipped to be as fast as 15-minute shops. As a result, customer satisfaction scores drop.

Dealers also need to be careful of marketing free inspections in an effort to generate warranty work. If the affected auto maker finds out, it could lead to a factory audit of warranty work.

Dealers wanting to drive more business to the service department need to make sure they have the proper staffing levels. And having enough competent service technicians continues to be a problem that plagues a lot of stores.

Think creatively. Most dealers use community colleges as a pipeline for talent, but you're competing with other dealerships in that channel.

Many dealers avoid traditional help-wanted ads, saying the return on investment is not there. If you must advertise for help, creative spots on the radio might be a better idea. The trick is using methods your competition hasn't thought of yet.

Some dealers are using the Web site CraigsList.com to find technicians. Posting jobs is free, although, it can be time consuming, though.

The people on Craigslist generally are younger and are more trainable and willing to learn, according to dealers using it. Be prepared to conduct a lot of interviews.

Another trick for dealers is to take your vehicle to get work done at the local tire shops and quick oil-change shops. Give your business card to the employees that are working hard and conscientiously.

Other dealers pay their staff a “bird-dog” fee for referring potential employees to the dealership. Pay a bonus once the person is hired and a second bonus if the person lasts a year.

Also, have your service manager talk with representatives visiting the store to sell tools for technicians. You might want to pay them a bird-dog fee if they recommend employees working elsewhere who ultimately come to work for you.

Cobalt

As a leading provider of Owner Marketing services, Cobalt is proud to sponsor the Ward's Service 150.

Rank

Dealership

Owner/Principals

City

ST

Service Revenue

Total Revenue

1

Fletcher Jones Motorcars

Fletcher Jones Jr.

Newport Beach

CA

$35,146,410

$571,082,030

2

Braman Motorcars

Norman Braman

West Palm Beach

FL

$22,537,825

$430,388,387

3

Galpin Ford

Herbert F. Boeckmann II

North Hills

CA

$18,625,838

$331,329,932

4

Lexus of Tampa Bay

AutoNation Inc.

Tampa

FL

$17,388,968

$159,443,351

5

Crevier BMW

Donald Crevier

Santa Ana

CA

$16,535,371

$287,227,084

6

J M Lexus

JM Family Enterprises Inc.

Margate

FL

$16,496,853

$422,227,848

7

Fletcher Jones Imports

Fletcher Jones Jr.

Las Vegas

NV

$16,097,049

$201,455,476

8

Dobbs Honda on Covington Pike

AutoNation Inc.

Memphis

TN

$14,876,452

$94,058,966

9

Braman Motors

Norman Braman

Miami

FL

$14,189,210

$336,315,879

10

Desert Volkswagen

AutoNation Inc.

Las Vegas

NV

$13,601,218

$110,498,692

11

Mercedes Benz of San Diego

Penske Automotive Group (Formerly United Auto Group)

San Diego

CA

$13,598,239

$175,572,464

12

Bankston Ford of Frisco

AutoNation Inc.

Frisco

TX

$13,589,877

$124,032,958

13

Stevens Creek BMW

Sonic Automotive

Santa Clara

CA

$13,523,110

$202,768,124

14

WI Simonson Mercedes

Sonic Automotive

Santa Monica

CA

$13,128,337

$218,129,772

15

Global Imports

Sonic Automotive

Atlanta

GA

$13,126,572

$221,273,172

16

Autobahn Motors

Sonic Automotive

Belmont

CA

$12,950,652

$185,106,004

17

South Bay BMW/Mini

Frederick E. Hitchcock

Torrance

CA

$12,662,046

$240,915,461

18

BMW of San Diego

Penske Automotive Group (Formerly United Auto Group)

San Diego

CA

$12,569,191

$175,114,441

19

Mercedes-Benz of Walnut Creek

Sonic Automotive

Walnut Creek

CA

$12,434,901

$130,340,551

20

Chapman Scottsdale Autoplex, LLC

J. Baxter Chapman

Scottsdale

AZ

$12,417,475

$205,016,536

21

Ray Catena Mercedes Benz

Raymond Catena

Edison

NJ

$11,597,360

$285,750,160

22

Momentum BMW/Mini

Sonic Automotive

Houston

TX

$11,233,112

$207,390,741

23

Hendrick Lexus

Hendrick Automotive Group

Charlotte

NC

$11,192,105

$183,355,615

24

Roseville Toyota

John L. Sullivan

Roseville

CA

$11,179,987

$204,021,108

25

Dobbs Nissan

AutoNation Inc.

Memphis

TN

$11,160,565

$87,160,621

26

Midway Chevrolet

John Cleaves

Phoenix

AZ

$11,024,225

$221,407,047

27

AutoWest Chrysler Jeep Dodge Roseville

AutoNation Inc.

Roseville

CA

$10,986,258

$121,923,808

28

Desert Honda

AutoNation Inc.

Las Vegas

NV

$10,878,366

$100,274,824

29

Don Sanderson Ford Inc.

David Kimmerle

Glendale

AZ

$10,734,709

$271,971,733

30

Desert BMW of Las Vegas

AutoNation Inc.

Las Vegas

NV

$10,689,700

$97,132,675

31

Downtown LA Motors Mercedes-Benz

Jeanette Shammas

Los Angeles

CA

$10,669,157

$207,049,094

32

Mercedes-Benz of Tyson's Corner

Penske Automotive Group (Formerly United Auto Group)

Vienna

VA

$10,647,793

$122,167,420

33

Gaudin Motor Co

Gary/Dan Ackerman

Las Vegas

NV

$10,593,834

$207,571,279

34

Beverly Hills BMW

Sonic Automotive

Beverly Hills

CA

$10,466,669

$170,222,732

35

Earnhardt Ford Sales Company

Hal J. Earnhardt III

Tempe

AZ

$10,342,591

$170,072,631

36

BMW of Fairfax

Sonic Automotive

Fairfax

VA

$10,268,472

$159,833,761

37

Fred Haas Toyota World

Fred Haas

Spring

TX

$10,248,595

$286,789,507

38

Hendrick BMW MINI

Hendrick Automotive Group

Charlotte

NC

$9,959,201

$166,141,367

39

Dave Smith Motors

Ken Smith

Kellogg

ID

$9,912,569

$486,359,607

40

Capitol Toyota

AutoFocus, Inc.

San Jose

CA

$9,828,562

$169,295,163

41

Crest Auto Group

Van Tuyl Group

Plano

TX

$9,791,855

$164,565,871

42

Galpin Jaguar Lincoln Mercury, Inc.

Herbert F. Boeckmann II

Van Nuys

CA

$9,755,564

$193,994,376

43

Lexus Kearny Mesa

Penske Automotive Group (Formerly United Auto Group)

San Diego

CA

$9,733,752

$131,053,256

44

BMW North Scottsdale

Penske Automotive Group (Formerly United Auto Group)

Phoenix

AZ

$9,726,870

$162,612,386

45

Bill Heard Chevrolet, LTD

William T. Heard

Sugarland

TX

$9,698,000

$219,131,000

46

Carr Chevrolet, Inc.

Wallace Preble/Gene Bradshaw

Beaverton

OR

$9,644,072

$181,277,032

47

East Bay BMW MINI

Hendrick Automotive Group

Pleasanton

CA

$9,597,238

$115,242,012

48

Mark Christopher Auto Center

Mark/Christopher Leggio

Ontario

CA

$9,548,569

$205,906,077

49

AutoWay Honda

AutoNation Inc.

Clearwater

FL

$9,470,967

$85,717,152

50

Lute Riley Honda

Sonic Automotive

Richardson

TX

$9,435,859

$173,228,826

51

AutoWest Mazda Subaru Roseville

AutoNation Inc.

Roseville

CA

$9,361,149

$75,535,723

52

Gwinnett Place Honda

Hendrick Automotive Group

Duluth

GA

$9,276,208

$183,257,527

53

Camelback Toyota

John O'Malley

Phoenix

AZ

$9,255,379

$195,188,754

54

AutoWay Chevrolet - Tampa

AutoNation Inc.

Tampa

FL

$9,153,812

$73,312,229

55

Autowest Honda Fremont

AutoNation Inc.

Fremont

CA

$9,148,573

$113,212,090

56

Pinnacle Nissan/Infiniti

John Cleaves

Scottsdale

AZ

$9,119,737

$152,101,456

57

Tustin Lexus

David Wilson

Tustin

CA

$9,112,113

$173,042,919

58

Mike Shad Nissan of Orange Park

AutoNation Inc.

Orange Park

FL

$9,010,584

$84,351,161

59

Ed Mullinax Ford

AutoNation Inc.

Amherst

OH

$8,975,509

$100,302,550

60

Mercedes-Benz of Chicago

Fletcher Jones Jr.

Chicago

IL

$8,971,900

$102,491,672

61

Prestige Automotive Group

Gregory Jackson

St Clair Shores

MI

$8,925,778

$186,953,353

62

Drew Ford

William Drew

La Mesa

CA

$8,810,106

$120,941,176

63

Lexus of Rockville

Sonic Automotive

Rockville

MD

$8,668,171

$122,850,182

64

BMW of Austin

Penske Automotive Group (Formerly United Auto Group)

Austin

TX

$8,634,602

$129,143,650

65

Braman Honda

Norman Braman

Miami

FL

$8,620,812

$206,772,487

66

Power Nissan Torrance

AutoNation Inc.

Torrance

CA

$8,602,382

$73,700,050

67

Appleway Chevrolet

AutoNation Inc.

Spokane

WA

$8,571,917

$142,392,247

68

Herb Chambers Honda Saab Infiniti

Herbert G. Chambers

Boston

MA

$8,535,167

$141,081,616

69

Showcase Honda

Tom Buis

Phoenix

AZ

$8,477,400

$147,643,269

70

AutoWay Chevrolet - Clearwater

AutoNation Inc.

Clearwater

FL

$8,441,997

$97,534,962

71

Rick Case Honda

Rick Case

Davie

FL

$8,388,355

$206,573,027

72

Kearny Mesa Toyota Scion

Penske Automotive Group (Formerly United Auto Group)

San Diego

CA

$8,348,954

$98,759,118

73

Power Honda Costa Mesa

AutoNation Inc.

Costa Mesa

CA

$8,341,467

$66,331,564

74

Maroone Ford of Ft. Lauderdale

AutoNation Inc.

Fort Lauderdale

FL

$8,334,434

$80,710,267

75

Magnussen's Lexus of Freemont

Bernard L. Magnussen

Fremont

CA

$8,326,478

$138,105,581

76

AutoWay Nissan Brandon

AutoNation Inc.

Tampa

FL

$8,326,312

$123,128,968

77

Stevens Creek Honda

Sonic Automotive

San Jose

CA

$8,321,678

$151,620,122

78

Sam Galloway Ford Lincoln Mercury

Sam M. Galloway

Fort Myers

FL

$8,258,998

$165,059,380

79

Herb Chambers BMW Mini

Herbert G. Chambers

Boston

MA

$8,247,163

$161,799,106

80

Courtesy Honda

AutoNation Inc.

Sanford

FL

$8,246,582

$109,397,545

81

Bankston Honda

AutoNation Inc.

Lewisville

TX

$8,084,810

$181,003,228

82

Chambers Motorcars of Boston

Herbert G. Chambers

Somerville

MA

$8,036,047

$101,296,019

83

Courtesy Chevrolet Phoenix

William Gruwell

Phoenix

AZ

$8,014,291

$180,325,029

84

Michael Cadillac, Inc.

Michael L. Rosvold

Fresno

CA

$7,992,134

$202,055,918

85

Al Serra Auto Plaza

Joseph O. Serra

Grand Blanc

MI

$7,965,085

$221,353,722

86

Lauderdale Imports Ltd./BMW

Joseph S. Holman

Ft. Lauderdale

FL

$7,897,227

$140,436,042

87

AutoWest Acura of Stevens Creek

AutoNation Inc.

Santa Clara

FL

$7,891,136

$83,005,975

88

Big Two Toyota Scion of Chandler

Chris Hoeye

Chandler

AZ

$7,803,289

$153,279,684

89

Right Toyota

David Wilson

Scottsdale

AZ

$7,797,937

$203,853,652

90

Mercedes-Benz of Pompano

AutoNation Inc.

Pompano Beach

FL

$7,766,080

$147,425,484

91

David Maus Toyota

David Maus

Longwood

FL

$7,763,452

$190,101,934

92

Hudson Toyota Scion

Penske Automotive Group (Formerly United Auto Group)

Jersey City

NJ

$7,758,067

$195,763,748

93

AutoWay Ford - St. Petersburg

AutoNation Inc.

St. Petersburg

FL

$7,747,214

$78,541,798

94

Performance Automall

Hendrick Automotive Group

Chapel Hill

NC

$7,674,381

$108,187,881

95

Greenway Ford

Carl Atkinson/Frank Rodriguez

Orlando

FL

$7,649,908

$128,103,525

96

Herb Chambers Lexus

Herbert G. Chambers

Sharon

MA

$7,626,621

$185,928,147

97

Toyota of Orange

David Wilson

Orange

CA

$7,601,709

$207,152,636

98

Bill Heard Chevrolet Corp.-Las Vegas

William T. Heard

Las Vegas

NV

$7,576,000

$123,554,000

99

South Bay Toyota

David Wilson

Gardena

CA

$7,524,055

$153,900,129

100

Wilde Lexus of Sarasota

Mark Wilde

Sarasota

FL

$7,459,308

$145,981,183

101

AutoWay Nissan

AutoNation Inc.

Clearwater

FL

$7,454,044

$66,003,598

102

BMW of Pembroke Pines

Joseph S. Holman

Pembroke Pines

FL

$7,417,295

$159,557,258

103

North Hollywood Toyota

Don Hankey/Chris Ashworth

North Hollywood

CA

$7,349,756

$184,329,954

104

Hendrick Honda NC

Hendrick Automotive Group

Charlotte

NC

$7,243,776

$157,177,311

105

Rosenthal Fairfax Honda

Robert Rosenthal

Fairfax

VA

$7,220,615

$125,637,925

106

Lexus of Pleasanton

Hendrick Automotive Group

Pleasanton

CA

$7,183,775

$94,554,504

107

Capitol Honda

Penske Automotive Group (Formerly United Auto Group)

San Jose

CA

$7,176,855

$121,908,271

108

Folsom Lake Ford

Chuck Peterson

Folsom

CA

$7,137,973

$71,368,825

109

Fletcher Jones Motorcars of Fremont

Fletcher Jones Jr.

Fremont

CA

$7,120,466

$89,233,740

110

Ancira Winton Chevrolet Inc.

Ernesto Ancira, Jr.

San Antonio

TX

$7,064,612

$123,038,311

111

Lexus of Serramonte

Sonic Automotive

Colma

CA

$7,023,181

$128,268,597

112

Right Honda

David Wilson

Scottsdale

AZ

$7,002,262

$119,791,115

113

Rosenthal Fairfax Honda

Robert Rosenthal

Alexandria

VA

$7,001,431

$116,543,605

114

Classic Chevrolet, Ltd

Tom Durant

Grapevine

TX

$6,907,811

$281,404,736

115

Momentum Jag/Volvo

Sonic Automotive

Houston

TX

$6,906,283

$90,644,086

116

Autowest Honda Roseville

AutoNation Inc.

Roseville

CA

$6,905,932

$143,246,369

117

John L. Sullivan Chevrolet

John L. Sullivan

Roseville

CA

$6,890,435

$131,120,367

118

Atlantic Toyota

John Staluppi Sr.

Amityville

NY

$6,889,489

$148,105,211

119

Motorwerks BMW Mini

Penske Automotive Group (Formerly United Auto Group)

Bloomington

MN

$6,887,211

$126,123,265

120

Westbury Toyota Scion

Penske Automotive Group (Formerly United Auto Group)

Westbury

NJ

$6,849,299

$136,186,439

121

Wilde Toyota Scion

Mark Wilde

West Allis

WI

$6,808,017

$157,133,247

122

Champion Chevrolet Gulf Freeway

AutoNation Inc.

Houston

TX

$6,790,947

$105,675,055

123

Champion Ford Gulf Freeway

AutoNation Inc.

Houston

TX

$6,756,703

$94,833,784

124

Burt Toyota

Lloyd G. Chavez

Englewood

CO

$6,712,318

$139,669,036

125

Warnock Dodge, Chrysler, Jeep

Robert Warnock

East Hanover

NJ

$6,699,954

$115,340,756

126

Bell Honda

John Cleaves

Phoenix

AZ

$6,685,227

$114,898,722

127

Schaumburg Honda Automobiles

Robert V. Rohrman

Schaumburg

IL

$6,664,801

$141,312,554

128

Flagship Motorcars

Herbert G. Chambers

Lynnfield

MA

$6,649,340

$86,084,491

129

Warnock Lexus

Bethanie Warnock

Livingston

NJ

$6,614,762

$108,324,617

130

Jim Click Ford/Lincoln/Mercury

James H. Click

Tucson

AZ

$6,570,560

$105,228,011

131

Toyota of Richardson

Steve Grogean

Richardson

TX

$6,563,557

$136,783,109

132

Lexus Bridgewater

Penske Automotive Group (Formerly United Auto Group)

Bound Brook

NJ

$6,542,197

$115,396,863

133

Van Chevrolet

Chuck Mullins

Scottsdale

AZ

$6,539,578

$163,001,901

134

Mile High Honda Acura Mitsubishi

Norman Braman

Denver

CO

$6,539,180

$99,006,858

135

Vandergriff Honda

Charlie Evans

Arlington

TX

$6,524,610

$128,253,797

136

Lexus of Cerritos

AutoNation Inc.

Cerritos

CA

$6,521,416

$162,784,055

137

AutoWay Lincoln-Mercury

AutoNation Inc.

Clearwater

FL

$6,519,090

$90,892,647

138

Tempe Honda

Penske Automotive Group (Formerly United Auto Group)

Tempe

AZ

$6,501,898

$123,031,221

139

Atlanta Toyota/Scion

Penske Automotive Group (Formerly United Auto Group)

Duluth

GA

$6,497,593

$152,777,658

140

Honda of Tyson's Corner

Sonic Automotive

Vienna

VA

$6,488,578

$98,103,996

141

Lone Star Chevrolet

Sonic Automotive

Houston

TX

$6,479,037

$178,598,044

142

Ray Catena Lexus of Monmouth

Raymond Catena

Oakhurst

NJ

$6,471,786

$193,475,746

143

Gillman Honda (South)

Ramsay Gillman

Houston

TX

$6,469,932

$137,113,408

144

Champion Chrysler Jeep Isuzu Hyundai Gulf Freeway

AutoNation Inc.

Houston

TX

$6,462,808

$85,108,690

145

Landmark Chevrolet, Ltd

William T. Heard

Houston

TX

$6,462,000

$224,877,000

146

Maroone Chevrolet of Greenacres

AutoNation Inc.

Greenacres

FL

$6,456,285

$111,961,825

147

Bill Heard Chevrolet at Town Center, LLC

William T. Heard

Kennesaw

GA

$6,433,000

$131,886,000

148

Lustine Toyota Scion Dodge Jeep

Burton Lustine

Woodbridge

VA

$6,426,000

$157,835,000

149

Hendrick Honda of Woodbridge

Hendrick Automotive Group

Woodbridge

VA

$6,419,754

$95,868,735

150

Stadium Toyota

Jack W. Parks

Tampa

FL

$6,408,063

$86,238,720

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