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Free Dealership Oil Changes Backfire


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Joe it sounds like you have really built up a loyal group of customers that truly trust you....that's great! We have only been in business now going on 3 years and sometimes it feels like its a real uphill battle convincing customers that we are just as and even sometimes more trustworthy and skilled to service their vehicles. For your FREE safety inspection, what were you planning on including in this......the 24 point oil change inspection?

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I have to ask myself - do customers really believe they are getting 'free' oil changes or, as another dealer was advertising, free tires for as long as you own the vehicle? I can maybe see a struggling shop giving away $15 worth of oil and a filter in the hopes that they generate some traffic and build a customer base but eventually someone (the consumer) pays for that oil change in some form. I can't even imagine how the tire deal works. They must have a clause that you need to bring in the car for an 'inspection' every month or else the deal is void.

 

I guess this marketing does work though. Locally the 'free oil change for life' marketing campaign started with 1 dealer and within no more than 2-3 months every dealer in the area was on-board. I doubt they would join if it was a money loosing deal.

Edited by JohnzCarz
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