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Joe Marconi

Advance Auto Parts Strategy of FREE undermines auto repair shops

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I got a call the other day from a shop owner who happens to own a repair shop in the town I live in. He told me that a new Advance Auto Parts store has opened up down the road and they want him to buy from them. I asked him how he felt about buying from Advance Auto Parts. He told me that he really has an issue due to all the signage in front of the store: Free Wiper Blade installation, Free Battery Testing, Free Battery Installation, Free Alternator Testing and Free Starter Testing. There’s even a sign that says, Loaner Tool Sets Available!


I don’t know how you feel, but as a shop owner I cannot align myself with a company that devalues the work we do. It’s hard enough to generate a profit these days, but to compete with the same business that wants me to buy from them? That’s insane.


Advance Auto Parts claims that they target the DIY, not my customers. But the truth is, everyone sees and hears their advertising. So my customers here the “Free message” over and over. And, let’s not kid ourselves: If Advance Auto Parts can convert a few motorist to try to do auto repairs themselves; that would be just fine for Advance Auto Parts. All at the expense of the auto repair shops.


The bottom line here is truly the Bottom Line. Advance Auto Parts has to answer to Wall Street and its investors. I have to answer to one person…myself. And I will not compromise my beliefs for anyone or any company.


So Advance Auto Parts and Tech Net, say goodbye to someone that has been a life-long friend.


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