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Changing business name?

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Hello, I am considering changing my business name as within past 6 months we have converted into mainly a truck and jeep lift kit, tire and wheel, and select auto repair and also accessories. My name currently is Defiance tie and auto. Defiance is the location. I want something more geared towards our unique specialties ( I think) so I can market this and grow.  This is simply the best profit maker and general awesome thing we love to do. Before we were working on old vehicles for pennies and now we charge premium rates for most services.  Any idea on names, experiences will be appreciated.  Website is www.defiancetire.com  and been in business 4 years 

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We started in 1989 as Volvo specialists. I started with the name Scott's Volvo Specialties. Shortly after I started, my lawyer told me I could not use Volvo in the name. So we were officially Scott's Specialties, Inc. We stilled used Scott's Volvo Specialties for marketing at times, and figured we would stop if Volvo ever hassled us about it. By 2010 we had become a general repair facility with a majority of our work still being Volvo's. Over the years I can't tell you how many times I was asked what is Scott's Specialties. So about 4 years ago, we changed the name to Scott's Automotive.  The name has worked much better as it more accurately described the business, and people no loner ask what we do, but there can be some confusion at times. Old customers, suppliers, etc. still think of you by the old name. It takes your staff a while to stop answering the phone by the original name. And I am still correcting the name on utility accounts, licenses, etc.    

It sounds like Defiance is the name of the city you are locate in, Defiance Tire and Auto is pretty generic, and since it has only been 4 years, there is probably very little risk in changing it. I'm also guessing that you are already know for want you specialize in. My only suggestion is to make the name communicate as clearly as possibly what you do, or make it so catchy that people just have to investigate what you do. The latter can be very tough, so I would pursue the first.



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  • 3 weeks later...

Similar deal, my second shop is called Lexutech Auto Care, I know it's weird and I'm not very creative. We specialize on Lexus and Toyota automobiles. in the last two years we have branched out into other vehicles and I'm considering a name change also. As to not alienate our existing customers the name I'm considering is LXT Auto Care.   Defiance seems a little off, How about

Defender off road car & Truck care 

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  • Have you checked out Joe's Latest Blog?

      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.
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