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From Luscious Garage to Earthling Automotive: A Rebranding Journey [RR 837]


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Recorded Live at Vision 2023, Carolyn Coquillette, founder of Luscious Garage and CEO of Shop-Ware, discusses rebranding her business from Luscious Garage to Earthling Automotive. She talks about the challenges of choosing a new name and logo and moving to a new location. Earthling Automotive will also be a training center for EVs and hybrids.

Carolyn Coquillette, Earthling Automotive, San Francisco, CA. She’s also the Founder and CEO of Shop-Ware. Listen to Carolyn’s other episodes HERE.

Show Notes

  • Rebranding from Luscious Garage to Earthling Automotive- the process of rebranding her business, including choosing a new name and logo.
  • Moving to a New Location- Carolyn talks about moving her business to a new location that is outside of the congested area of San Francisco, making it easier for customers to access.
  • Earthling Automotive Training Center Carolyn discusses using the old location for EV and hybrid training
  • Electric and Hybrid Cars- the increasing popularity of electric and hybrid cars, the commitments of automakers, and the impact on the automotive industry.
  • Carolyn's Year as the ASCCA President- challenges your leadership skills to activate and inspire people that are volunteers, collaboration, what is motivating? Support from shop owners and corporate partners
  • Carolyn's time management- Carolyn talks about the importance of time management and how she balances her time between her repair shop and Shop-Ware.
  • Shop-Ware- Carolyn talks about her role as CEO of Shop-Ware and how the team she has built allows her to continue innovating in her own repair shop.


Thanks to our Partner, NAPA AUTO CARE Learn more about NAPA AUTO CARE and the benefits of being part of the NAPA family by visiting www.NAPAAutoCare.com Connect with the Podcast: -Join our Insider List: https://remarkableresults.biz/insider -All books mentioned on our podcasts: https://remarkableresults.biz/books -Our Classroom page for personal or team learning: https://remarkableresults.biz/classroom -Buy Me a Coffee: https://www.buymeacoffee.com/carm -The Aftermarket Radio Network: https://aftermarketradionetwork.com -Special episode collections: https://remarkableresults.biz/collections

 
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  • Have you checked out Joe's Latest Blog?

         5 comments
      I recently spoke with a friend of mine who owns a large general repair shop in the Midwest. His father founded the business in 1975. He was telling me that although he’s busy, he’s also very frustrated. When I probed him more about his frustrations, he said that it’s hard to find qualified technicians. My friend employs four technicians and is looking to hire two more. I then asked him, “How long does a technician last working for you.” He looked puzzled and replied, “I never really thought about that, but I can tell that except for one tech, most technicians don’t last working for me longer than a few years.”
      Judging from personal experience as a shop owner and from what I know about the auto repair industry, I can tell you that other than a few exceptions, the turnover rate for technicians in our industry is too high. This makes me think, do we have a technician shortage or a retention problem? Have we done the best we can over the decades to provide great pay plans, benefits packages, great work environments, and the right culture to ensure that the techs we have stay with us?
      Finding and hiring qualified automotive technicians is not a new phenomenon. This problem has been around for as long as I can remember. While we do need to attract people to our industry and provide the necessary training and mentorship, we also need to focus on retention. Having a revolving door and needing to hire techs every few years or so costs your company money. Big money! And that revolving door may be a sign of an even bigger issue: poor leadership, and poor employee management skills.
      Here’s one more thing to consider, for the most part, technicians don’t leave one job to start a new career, they leave one shop as a technician to become a technician at another shop. The reasons why they leave can be debated, but there is one fact that we cannot deny, people don’t quit the company they work for, they usually leave because of the boss or manager they work for.
      Put yourselves in the shoes of your employees. Do you have a workplace that communicates, “We appreciate you and want you to stay!”
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