Changing business name?

[defiancetire]

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 

[ScottSpec]

defiancetire,

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.

 

Scott 

[Nataly Kartunova]

defiance off-road specialties 

[Stevethemechanic]

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