Intune Magazine, Volume 18, Issue 3, 2003

41504.BCaFC 7/2/03 4:56 PM Page 2
VOLUME 18 • ISSUE 3 • 2003
WHAT’S HAPPENING IN AND AROUND ACDelco
All Makes/AllModels
What does it
really mean?
41504.2b3 7/2/03 4:10 PM Page 1
We have parts for every vehicle from A to Z.
(And you thought it was just G and M.)
All makes. All models. One brand. ACDelco has parts for every part of just about every vehicle
out there, from Ford, Chrysler and GM® to Toyota, Nissan, Honda, and other imports. So no
matter which vehicles your customers drive, we have the parts that will fit them to the letter.
Contact acdelco.com or 1-800-ACDelco.
41504.2b3 7/2/03 4:17 PM Page 2
V O L U M E
contents
4
IN THE NEWS
United Auto Supply gets “the look”;
ACDelco’s Internet Yellow Pages
program; ACDelco earns kudos from
Babcox; Canada’s Technician of the
Millennium III regional finalists
7
TSS UPDATE
8
REGIONAL ROUNDUP
TSEP students make the grade
Star Sales and Service in Bay City,
Mich., hosts a night to remember
12
13
16
22
24
27
PRODUCT UPDATE
Iridium spark plugs enter ACDelco’s
product lineup
FEATURE
1 8
•
I S S U E
3
•
2 0 0 3
commentary
“A
ll Makes/All Models.” Those four words, though small in
size, are huge in purpose. They signify a distributor’s
expectation that ACDelco will provide the full line of
quality parts they need to be a full-service supplier. They symbolize a
service center’s confidence that their Warehouse Distributor carries the
parts they depend on. They are a consumer’s assurance that ACDelco
will have the parts to fix their vehicle, no matter what they drive.
Today, the phrase “All Makes/All
line launches and expansions, and we
Models” has become a common one in
now offer more applications for more
the aftermarket, but its significance will
vehicles than ever before.
ACDelco advertises its many
“Advantages”
never be commonplace for ACDelco.
When we announced
plier is a never-ending
COVER STORY
our “All Makes/All
task, but one that
“All Makes/All Models” — what it
really means to ACDelco
Models” initiative eight
ACDelco is prepared to
years ago, our goal was
carry on. We are com-
EVENT MARKETING
to reach beyond the
mitted to the present
GM family and develop
and confident in the
a reputation as a qual-
future, but we also
ity provider of parts for
promise to remember
Ford, Chrysler and im-
that it all started at GM.
A day in the life of an honorary pit
crew member for Harold Martin
TSS SPOTLIGHT
The spotlight shines on Fox Auto
Service in San Angelo, Texas
MARKETING MANAGER
SPOTLIGHT
Cliff Cohen talks ACDelco engines
and transmissions
Being an “All Makes/All Models” sup-
port vehicles.
Given our history of
automotive aftermarket
PHOTOGRAPHY: CAROL GOULD
excellence that began with GM, we
28
ACDELCO ADVANTAGE
30
TSS UPDATE
Total training
knew this would be a great endeavor.
But we were — and still are — commit-
ACDelco’s newest training facility
opens in Minnesota
ted to servicing almost every vehicle on
William R. Shaffer
the road. Our dedication to that promise
ACDelco General Product Manager
is evidenced by our continual product
Product Program Development
COVER: QUINTEK
PUBLISHING STAFF
Rick LaFave • ASSOCIATE PUBLISHER Angelo Acord • ACCOUNT MANAGER Emily Whitall
EDITOR Angela Sienko • ART DIRECTOR Iris Quiel-Dembeck • STAFF WRITERS Lori Noll, Fritz Reznor
COPY EDITOR CeAnne Leonard • PRODUCTION/CIRCULATION Carolyn Brooks • PROJECT COORDINATOR Matt Smith
MANAGING DIRECTOR
Visit our Web site at acdelco.com
INTUNE ADVISORY BOARD
ACDelco BRAND MANAGER
Geraldine Ford-Brown
ADVERTISING MANAGER
John Zamzow
ADVERTISING SPECIALIST
Amy Dunn
INTUNE is published for ACDelco, General Motors Corp., by Campbell-Ewald Publishing, 30400 Van Dyke, Warren,
MI 48093, e-mail: [email protected]. General Motors is an equal-opportunity employer. Manuscripts
and photographs are submitted at the sender’s risk. Please enclose a self-addressed, stamped envelope for return
of material. Submission of letters implies the right to edit and publish. Copyright © 2003 Campbell-Ewald
Publishing. ALL RIGHTS RESERVED.
intune
3
41504.4c5 7/2/03 4:31 PM Page 1
in the news
Lead By Example
efore Warehouse Distributor Jim Ranalli could justify encouraging his
B
Total Service Support (TSS) accounts to sign on to the ACDelco Image
program, he decided to try the program out himself. The result?
“I’m happy with the new look,” Ranalli says. “Now our customers see
we’re striving for perfection — we’re working on the whole program.”
Although the program was originally developed as a way to give select
Independent Service Centers (ISCs) a familiar ACDelco look and feel, United
Auto Supply underwent the transformation as a way to leverage its own
alliance with ACDelco.
A longtime supporter of ACDelco, Ranalli, president of United Auto Supply
in Syracuse, N.Y., believes that driving the brand is what makes the business
grow. “The Image program capitalizes on the power of the ACDelco brand by
giving participating facilities a more recognizable ACDelco look,” he says.
United Auto Supply delivers ACDelco parts via a fleet of Chevy Venture
vans. Below: United Auto Supply’s new ACDelco look.
Though Ranalli readily agreed to participate in ACDelco’s Image program, there really wasn’t
much improvement necessary — especially with regard to the warehouse’s infrastructure.
of ACDelco’s Web Integrated Service Environment (WISE).
Inside United Auto Supply, Ranalli has long favored a paperless system, which not only elimi-
To make sure things run just as smoothly out-
nates the need for invoices, but keeps the business organized as well. Ranalli likes the accuracy
side the warehouse, Ranalli traded his delivery
of the paperless systems so much that in December 2002, United Auto Supply launched phase one
fleet of Dodge Caravans for a new fleet of white
Chevy Venture delivery vans, branded with the
ACDelco logo. “The Caravans required high
maintenance,” Ranalli says, “but the Chevys
have been phenomenal.”
With internal processes up to par and an
elite delivery system in place, the only thing
United Auto Supply needed was a makeover.
Consumers Let Their Fingers Do the Clicking
illions of Americans have access to the
M
sumers search for automotive-related parts
Internet Yellow Pages Web sites (Verizon
Internet, and increasing numbers are
and services on various sites driven by sepa-
SuperPages.com,
turning to online resources when it comes to
rate Internet Service Providers.
Yahoo.com) and three regional sites (SBC
YellowPages.com
and
searching for automotive service centers. With
“The Yellow Pages is one of the first places
SMARTpages.com, QwestDex.com and Bell-
the help of ACDelco’s national Internet Yellow
people look when in the market for automotive
South RealPages.com) to assist in connecting
Pages program, more are landing on ACDelco
repair,” says Amy Dunn, ACDelco advertising
consumers with ACDelco products and services.
service center links for all their automotive
specialist. “Our campaign’s focus is to help
repair needs.
consumers more easily locate ACDelco Total
e-Marketing manager, the initiative continues
Service Support (TSS) Independent Service
to gain momentum. “We averaged about 18,000
Center (ISC) accounts.”
views of the acdelco.com service locator per
ACDelco’s Internet Yellow Pages program,
launched in January 2001, provides links to the
ACDelco Web site (acdelco.com) when con-
4
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The organization contracts three national
According
to
Tom
Liles,
ACDelco
month during November and December of last
41504.4c5 7/2/03 4:33 PM Page 2
ACDelco Selected As Magazine
Readers’ Favorite
Enter the ACDelco Image program.
The first step was to cover the building’s yel-
f the hundreds of advertisers that seek
Advertising Manager John Zamzow in Las
readers’ attention in Underhood Service,
Vegas at the Automotive Aftermarket Industry
low exterior with drivit, a stucco-like material
O
that adds an element of texture to the structure.
ImportCar
Ranalli then painted the top third of the building
ACDelco is among the foremost communicators
Underhood Service magazine serves this
a light gray and the bottom two-thirds off-white.
in the industry. At least that’s what readers said
country’s more than 40,000 independent shop
A stripe — in ACDelco blue — runs along the top
when they awarded ACDelco with the 2002
owners whose business is concentrated on
of the building.
Readers’ Choice Award.
under-the-hood repairs.
and
Counterman
magazines,
Week (AAIW) in 2002.
ACDelco then enlisted the help of sign sup-
Parts professionals and repair shop owners
ImportCar is the complete import service
plier Dualite, and the selected design truly sets
receiving these magazines participated in the
magazine and is received by more than 29,000
United Auto Supply apart. Over the building’s
nationwide survey of advertising readership
import specialist repair shop operators across
entrance, 36-inch red neon LED individual let-
and advertising recall in this marketplace via
the country. Counterman reaches more than
ters spell the name United Auto Supply. Flanking
Babcox AdScope research questionnaires.
50,000 professionals at every level of the U.S.
the lettering on the left is a 3-foot by 8-foot blue
The awards were presented to ACDelco
automotive parts distribution channel. •
sign with a white ACDelco logo.
“This was an image enhancement for both
our customers and our employees,” Ranalli
says. “My employees see how much nicer it is
than the old warehouse look and they’re proud
to work here.”
Ranalli expects the image enhancement to
Jeff Stankard from
Babcox Publications
(left) presents
ACDelco Advertising
Manager John
Zamzow with the 2002
Readers’ Choice
Award in Las Vegas.
translate into increased business. “Every year
with ACDelco it grows; it increased 27% last
year,” he says. “I know this will only help. You’ve
always got to be striving to be better.” •
As consumers search the Internet
for automotive parts and services, they
tions to the location (including a detailed map)
and parts availability.
see the ACDelco logo and a link that
“The program is increasing consumer brand
takes them directly to acdelco.com
awareness online and driving business to local
and the ACDelco Parts Retailer and
participating TSS accounts,” Dunn says. “What’s
Service Center Locator.
more, this is a corporate-sponsored program so
year, and consumers submitted more than
Consumers can find their nearest parts or
15,800 searches during that period,” he says.
retailer center facility by simply entering their
Contact your local ACDelco sales repre-
“That translates to almost double the number
location information online. Within seconds, a
sentative for more details on becoming an
of searches that we received over the same
listing of the nearest shops will appear complete
ACDelco Parts Retailer and Service Center
period in 2001.”
with name, address, telephone number, direc-
Locator participant. •
there’s absolutely no cost to our customers.”
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41504.6d 7/2/03 4:40 PM Page 1
in the news
A
fter completing a demanding 100-question exam during the first phase of ACDelco’s exciting Technician of the Millennium III competition, 30 Canadian Total Service Support (TSS)
technicians — the 10 top scorers representing each of the three Canadian ACDelco regions —
will join the 50 U.S. semifinalists as they compete in phase two of the contest.
The Canadian semifinalists are:
Technician Name
Shop Name
City
Province
Region
David Wiebe
Crestview Auto Service
Saskatoon
Saskatchewan
Western
Robert Gregory Krause
Jim’s Automotive
Langley
British Columbia
Western
Wayne Colton
Dynamic Auto
Winnipeg
Manitoba
Western
Paul Martin
Westview Auto Repair
Edmonton
Alberta
Western
Murray Peissard
Winn Automotive
Kelowna
British Columbia
Western
Steve Galic
KCS Automotive
Kelowna
British Columbia
Western
Thomas Bischoff
KCS Automotive
Kelowna
British Columbia
Western
Eddie Kenneth Lange
Winn Automotive
Kelowna
British Columbia
Western
Ken Eeles
Riverside Automotive
Abbotsford
British Columbia
Western
John Cornett-Ching
Summerland Auto-Tech Repair Ctr.
Summerland
British Columbia
Western
JeffreyTaylor
Eccles Auto Service Inc.
Dundas
Ontario
Central
Jim Conte
Guelph Brock Road Garage
Guelph
Ontario
Central
Rob Archer
Guelph Brock Road Garage
Guelph
Ontario
Central
Garry Fraser
Newtown Motors
Brantford
Ontario
Central
David Jaggard
Eccles Auto Service Inc.
Dundas
Ontario
Central
Raymon Kane
Tomlin Auto Service
Oshawa
Ontario
Central
Art French
AML Auto Service
Toronto
Ontario
Central
Paul Biggar
Drummond Service Station
Niagara Falls
Ontario
Central
Leslie Wrobel
Dixie Matheson
Mississauga
Ontario
Central
Peder Knudsen
Knu-Tech Auto Centre
Caledon
Ontario
Central
Jack Estey
Craigs Auto Clinic
Fredericton
New Brunswick
Eastern
Herman Chabot
A. CHABOT et Fils Auto Electrique
ST-Lazare
Quebec
Eastern
Bruno Bellavance
Auto Diagno Center Inc.
Quebec City
Quebec
Eastern
Arkadiusz Mackowiak
Ray’s Service Centre
Saint John
New Brunswick
Eastern
Chris Scott
Chris Scott Automotive
Middle Sackville
Nova Scotia
Eastern
Richard Boutilier
Craigs Auto Clinic
Fredericton
New Brunswick
Eastern
Alain Giroux
Beauce Mecanotech Inc.
St. Prosper
Quebec
Eastern
Stirling Hall
Irishtown and Clinic
Irishtown
New Brunswick
Eastern
James Perrot
Brown’s Auto Service
Charlottetown
Prince Edward Island
Eastern
Rene Gosselin
Transmission Ste. Marie Inc.
Ste. Marie
Quebec
Eastern
“The purpose of this competition is to recognize the professionalism and expertise of ACDelco
finalists will join the U.S. finalists at the
technicians,” says Todd Helmkamp, ACDelco program developer and Technician of the
Technician of the Millennium III finals in Las
Millennium III coordinator. “Those who made it to phase two are a select group who deserve
Vegas in October. Watch for complete details
congratulations on a job well done.” Following the second phase of the competition, Canadian
in the next issue of Intune. •
6
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41504.7d 7/2/03 4:42 PM Page 1
tss update
BY
A M Y
LY N N
S M I T H
Making the Grade
ACDelco scholarship
shapes future technicians
ost Independent Service Centers (ISCs) would agree there
M
aren’t enough skilled technicians to go around. And even
those they’ve already hired must constantly enhance
their skills to keep up with rapidly changing vehicle technology.
One of the many ways ACDelco is helping its Total Service Support (TSS) ISCs
Emilee Keener (pictured here with her father Charlie)
was a 2002 recipient of an ACDelco TSEP scholarship.
find and shape technicians who can keep their business going strong is the TSS
Scholarship program. For the last three years, ACDelco has awarded 10 scholarships nationwide exclusively to TSS accounts, helping them defray the cost of tuition
“ACDelco has offered us a lot of support
and books for their technicians and dependents.
over the years — like training and now the
In 2002, five $2,500 scholarships were awarded to TSS technicians and five $3,000
scholarship — and we really appreciate it.”
scholarships were given to dependents of TSS shop owners or technicians. Generally,
Emilee hasn’t decided on a major yet,
one of each type of scholarship is awarded in each ACDelco region.
but says she’ll probably take some business
“We’re committed to helping our TSS accounts grow their businesses,” explains Terry
courses when she starts college this fall. “I
Wisner, ACDelco manager of the TSS program. “Whether we’re helping current techni-
really want to thank ACDelco for helping me
cians improve their skills or preparing the children of our TSS accounts to take over the
with my education,” she says. “It made me
family business someday, we’re helping them foster the technicians of the future.”
feel great and made my dad really proud to
Charlie Keener’s daughter, Emilee, was a 2002 recipient of an ACDelco scholarship. The
see how working hard can pay off.”
high school senior, who works after school in the office of her father’s business, Keener
TSS accounts interested in applying for
Automotive in Palmetto, Fla., downloaded the application from the TechConnect Web site.
one of the 2003 scholarships can find more
Like all the other applicants, Emilee wrote an essay about her future plans and her
information on the TechConnect Web site
background in automotive. The TSS Advisory Council reviews the applications and
which can be accessed via acdelco.com or
essays to select the winners.
in the TSS binder. For more details, contact
“We were really excited she won,” says Charlie, a longtime participant of the TSS program.
your ACDelco representative. •
Star Pupils Congratulations to the 2002 winners of the ACDelco TSS Scholarship:
TSS Technicians:
TSS Account Dependents:
Allen Garcia
Kirby Auto Repair
Syracuse, Kan.
Harrison Keyes
Jerry’s Automotive Service
Waukesha, Wis.
Claire Cummings
Colchin Automotive
Morrison, Colo.
Matthew Kuskowski
United Auto Sales & Service
Plymouth, Conn.
Joseph Grothjan
The Rayvic Company
Minneapolis
Roger Zumwalt
Oklahoma Natural Gas Company
Del City, Okla.
Zachary Haver
Haver’s Service Center
Gretna, Neb.
Carl Thomas
Lancer Service
New Richmond, Wis.
Keith Hilterbran
Hyde Auto Service Center
Moore, Okla.
Emilee Keener
Keener Automotive
Palmetto, Fla.
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41504.8.11 7/2/03 4:49 PM Page 1
regional roundup
BY AMY
LY N N
SMITH
•
PHOTOGRAPHY
BY
CHRISTOPHER
SCALISE
Star
Treatment
Gala and giveaway
make customers feel
like celebrities
ome people really know how to
S
throw a party; and that’s certainly
true in the case of Star Sales & Ser-
vice, a Dedicated Distribution Group (DDG)
member in Bay City, Mich. The ACDelco
Distributor threw a gala party to wrap up a
year-long promotion; but even more important, it demonstrated to its best customers
just how much they are appreciated.
Throughout 2002, Star Sales & Service ran a unique promotion for its
ACDelco Total Service Support (TSS) accounts, giving them a chance to win a
two-year lease on a 2003 GMC Sierra extended-cab truck every time they
made a qualifying ACDelco parts purchase. The truck was awarded through a
random drawing at the January event, which was attended by nearly 100 VIPs
including Ron Hornaday, the newest addition to ACDelco’s racing roster.
8
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41504.8.11 7/2/03 4:50 PM Page 2
Opposite page top: Rob
and Bernetta Gobeyn
enjoy dinner at the Star
Sales and Service event.
Opposite page bottom:
Terri Jamrog, Dale
Stroober and Scott
Marquiss chat before the
raffle begins. This page
left: The ACDelco
NASCAR Busch Series
show car was on display
during the Star Sales and
Service gala. Below top:
Scott Bierlein and Linda
Loll (facing camera) mingle with Bob Watrous
and Marty Hook before
dinner. Below bottom:
Leather jackets were
among the many gifts
handed out to guests by
Star Sales and Service.
But, without question, the most cele-
they need,” Krieger says. “The pro-
brated VIPs of the evening were Star Sales
motion was one way to reinforce
& Service’s customers.
that idea and encourage cus-
“This isn’t something vendors do all
tomers to call us first all year long.”
the time and it was certainly above and
Krieger says the initial idea
beyond what we would expect,” says
for the promotion came from
Chris Smith, office manager at Executive
Jack Gschwind, the ACDelco
Auto Repair, a TSS account in Saginaw,
district manager who works
Mich. “Star Sales went to a lot of trouble
with Star Sales. The promotion
to put on the promotion and host such an
was designed to increase the
elegant event. That shows they really care
Warehouse Distributor’s sales of
about their customers.”
ACDelco products, while rewarding TSS customers for their
Self-promotion
loyal patronage.
According to John Krieger, president of
For every $2,000 in ACDelco
Star Sales & Service, making TSS cus-
purchases TSS accounts made
tomers feel good about their relationship
from Star Sales & Service, they
with the distributor was one of the primary
received one raffle ticket to enter
objectives of the year-long promotion.
in the drawing for the GMC Sierra.
“We’ve always run monthly or quarterly
TSS accounts also earned one
promotions, but we’re trying to get people
ticket for every $500 in non-GM
to change their buying habits so they
ACDelco parts purchased.
always call us first — no matter what part
continued on page 10
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9
41504.8.11 7/2/03 4:51 PM Page 3
Left: ACDelco-sponsored NASCAR Busch driver Ron Hornaday signs autographs
for Star Sales and Service customers. Above: Hornaday supervises the raffle for
the 2003 GMC Sierra truck. Below: Hornaday enjoys dinner with the other guests.
“It wasn’t something
continued from page 9
hopper for the grand-prize drawing.
we’ve ever been offered
Star Sales & Service went all out to
before and we appreciated
make the celebration a special one. The sit-
the opportunity.”
down dinner party was held at a nearby
Stroebel Automotive
conference center, where the room was
wasn’t the only TSS
decorated in ACDelco red, white and blue.
account that took advan-
The tables were dressed in white linen
tage of the promotion.
with blue overlays — accented with red
In fact, according to
roses — and the room was filled with stars
Gschwind, Star Sales &
and balloons. There was even a special
Service increased its
star-shaped dessert to follow the prime-rib
ACDelco business from participating TSS
dinner, so there was no mistaking the fact
“We sent the TSS accounts their tick-
accounts by 19% as a result of the pro-
that this party was being thrown by Star
ets on a monthly basis to sustain their
motion — and by as much as 22% on non-
Sales & Service.
interest throughout the duration of the
GM ACDelco parts.
“This was the first ACDelco event I
promotion,” says Dana Bamberger, field
“It was a creative approach to build
attended, and I felt a lot of excitement in
operations manager at Star Sales & Ser-
both market share and customer relation-
the air,” says Ron Hornaday, who drives
vice. “Some customers earned anywhere
ships,” says Gschwind. “The objective was
the No. 2 ACDelco Chevrolet Monte
from six to nearly 100 raffle tickets over
to create an alliance between the
the course of the year.”
supplier and the customer, and I
Dale Stroebel, president of Stroebel
think it was quite successful.”
Automotive, a TSS account in Saginaw,
Mich., says the promotion definitely influ-
The payoff
enced his company’s parts-buying deci-
Every TSS account that earned raffle
sions. “It gave us some goals to shoot for
tickets during the promotion
and added a lot of extra value to the
received an invitation to the event.
ACDelco product line we use,” he explains.
There they put all their tickets into a
10
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41504.8.11 7/2/03 4:52 PM Page 4
Carlo in the 2003 NASCAR ® Busch ®
ally the one who opened the door,” says
Series. “It seemed like everyone there
Dalton. The next day Dalton held a draw-
was part of a team, and I could just tell
ing at his own shop to award the GMC
they were all really proud to be associ-
Sierra to one of his employees.
ated with ACDelco. Plus, they gave away
a truck — how cool is that?”
The evening’s excitement built as the
grand-prize drawing approached.
When the big moment arrived, the
“Even if we hadn’t won the truck, it still
would have been a great evening,” he
adds. “Seeing how much Star Sales appreciates our business was the best thing we
walked away with.”
names of the 12 finalists were drawn by
The remaining 11 finalists didn’t leave
Dave Danna, ACDelco assistant general
empty handed: Star Sales & Service
manager — one of many ACDelco notables
awarded them with leather jackets and
whose attendance demonstrated the com-
watches. In fact, every
pany’s support of initiatives like these.
attendee received a little
Each finalist was given a key, but only
something special, such as
one would unlock the truck and reveal the
miniature Kurt Johnson and
lucky winner. One by one, the finalists tried
Dale Earnhardt Jr., race
to unlock the truck, the suspense heighten-
cars, or gift certificates from
ing until the eighth finalist, Mike Dalton,
a variety of merchants.
owner of Morgan’s Auto Repair in Bay City,
Mich., tried his key… and it worked.
Top: Ron Hornaday (in back) poses
with the 12 finalists for the 2003 GMC
Sierra truck. They are (left to right):
Tom Hoelbl, Rick Saunder, Joe
Chislea (for Mike Dalton), Sheila
Woods, Shirley Good, Barry Church,
Kristy Porterfield, Chris Smith, Rod
Church, Brad Church, Kevin Smith
and Matt Enszer. Star Sales and
Service President John Krieger and
Hornaday watch as finalists Kevin
Smith, Barry Church and Tom Hoelbl
try their keys. Below: Winner Joe
Chislea, flanked by Hornaday,
Krieger and ACDelco Assistant
General Manager Dave Danna, holds
up the key to his new truck.
“Bottom line, we wanted
to make our customers feel
“I brought one of our technicians, Joe
valued,” Krieger says. “And
Chislea, who has been with us for 38 years
this promotion helped us to
to the dinner with me, and he was actu-
do that.” •
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11
41504.12g 7/2/03 3:13 PM Page 1
product update
BY
ST E FA N I E
BA R R ACO
It’s Elementary
The addition of a basic element
advances the technology of ACDelco
spark plugs
F
or a glimpse into the future of spark plug technology, check out
ACDelco Iridium spark plugs. Iridium has moved to the forefront in
spark plug innovation by becoming the metal of choice for plugs
on certain production models of 2002 and 2003 vehicles.
ACDelco embraced this new iridium
Glazier,ACDelco product specialist for spark
technology with the debut of its first iridium
plugs. And in this case, smaller is better. “It’s
spark plugs earlier this year. Iridium has
less drain on the electrical system because
many advantages over traditional
it’s smaller,” Glazier says. “It’s a more effi-
and premium platinum plugs
including higher durability and
better performance.
iridium
77
Ir
192.217
12
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cient use of the energy in your vehicle.”
Iridium plugs are backed by a
100,000-mile limited warranty. They can
The reason for these advan-
be installed in any vehicle as an upgrade
tages can be attributed to
to the current system. However, vehicles
iridium’s elements. They make
that come equipped with iridium plugs
it a stronger, more dense pre-
must be replaced only with iridium
cious metal than platinum
plugs. The ACDelco-branded iridium
because it has a higher
spark plugs come standard in select 2002
melting point. These
and 2003 vehicles.
qualities mean that
Initially, ACDelco is offering two iridium
spark plug electrodes
spark plugs, but Glazier says that demand
made of iridium re-
from ACDelco customers could prompt
quire less metal.
ACDelco to provide a broader line of appli-
“If you look at an
cations. Iridium technology is moving
iridium tip, it’s equivalent
spark plugs into the future and ACDelco
to about the size of two
looks forward to bringing its customers
pinheads,” says Michelle
along for the ride. •
41504.13.15 7/2/03 3:09 PM Page 1
feature
BY
LO R I
M .
N O L L
Invigorated
Trade Advertising Campaign
Bolsters
the
ACDelco
Brand
W
ith ACDelco’s reputable history in
the aftermarket,
customers expect to see its
advertisements dominate trade
publications throughout the
industry. This year will be no
exception: Touting the advantages of partnering with ACDelco
tops the organization’s agenda
for 2003.
“Our accounts can expect to see a
strong ACDelco presence in major
trade publications,” says John Zamzow,
ACDelco advertising manager. “It will
be next to impossible for a technician
or Independent Service Center (ISC)
owner to read the leading national
trade publications on a monthly basis
and not see a high level of ACDelco
product and system advertising.”
continued on page 14
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13
41504.13.15 7/2/03 3:10 PM Page 2
Campaign•Trade Advertising C
zation’s new campaigns. “We’re really
trying to branch out and emphasize the
fact that we’re more than just aftermarket parts,” Zamzow says. “And we are
taking an aggressive approach to communicate that.”
Although ACDelco will continue with
a variety of product-specific and system
ads this year, the organization will be
more explicit with its “All Makes/All
Models” advertising to help combat the
mindset that the ACDelco brand is
strictly for GM applications (see related
cover story on page 16).
“Further emphasis will be placed on
the fact that ACDelco has broad coverage for Ford, Chrysler and imports, not
just GM applications,” Zamzow says.
“Research confirms that consumers
until we get shops to try ACDelco for
ACDelco’s “Advantage” ad campaign
accept ACDelco as appropriate for what-
non-GM applications and they have suc-
features four half-page “island” ads — ads
ever make or model they drive. However,
cess with them, technicians aren’t going
continued from page 13
that are completely surrounded by text —
to change their behavior.”
and one full-page ad running in consecu-
To that end, ISCs can expect to see more
tive order within a single publication.
advertorials — advertisements that look
Each ad focuses on one of the many
more like an article than an ad — featuring
advantages of partnering with ACDelco,
Total Service Support (TSS) technicians
such as aligning with the brand, excep-
throughout 2003. ACDelco interviewed nu-
tional training, “All Makes/All Models”
merous TSS technicians who provided testi-
coverage and marketing support. The fifth
monials as to the advantages of partnering
page is a full-page ad that ties the whole
with the organization. The advertorials will
thing together.
appear in several trade publications dur-
“This is definitely a nontraditional
advertising tactic,” Zamzow says. “We’re
ing the year, tying the ACDelco message
into the publications’ editorial content.
not just running a full-page ad. We’re run-
Be sure to watch for ACDelco’s new “in
ning five in a row to drive home the mes-
your face” advertisements as you flip
sage that while ACDelco offers world-class
through your favorite trade publication.
products and services to consumers, the
“ACDelco is world-class as far as its sup-
organization also offers unmatched sup-
port of trade advertising, and will remain
port and training to its accounts.”
as an industry leader in the amount of
Touting the advantages of associating
with ACDelco is a big part of the organi-
14
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trade support given to its customers,”
Zamzow says. •
41504.13.15 7/2/03 3:11 PM Page 3
Campaign•Trade Advertising
Campaign
ACDelco’s
“Advantage” ad
campaign features four halfpage “island”
ads and one fullpage ad running
in consecutive
order within a
single publication. Each ad
focuses on one
of the many
advantages of
partnering with
ACDelco.
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15
41504.16.21 7/2/03 3:21 PM Page 1
N
41504.16.21 7/2/03 3:23 PM Page 2
cover stor y
BY
ST E FA N I E
BA R R ACO
Nnames
aming
ACDelco spells out its
“All Makes/All Models” strategy
“A
ll Makes/All Models.” It’s a simple term, but
one with considerable meaning. A meaning
that has driven ACDelco well beyond the
boundaries of General Motors and into the forefront of the
global aftermarket.
ACDelco’s “All Makes/All Models” proposition aims to bring distributors and their customers to the point where ACDelco is their first and
only choice for parts. That means ACDelco must provide its customers
with all the products they need to make their business successful.
continued on page 18
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17
41504.16.21 7/2/03 3:24 PM Page 3
with the company throughout the last
continued from page 17
“If we’re not giving distributors that
eight years.
level of coverage, they’re forced to acquire
“Historically we’ve always been an ‘all
products from multiple sources,” says
makes’ supplier for some of the more high
William Shaffer, ACDelco general product
profile lines like batteries and spark plugs,”
manager, product program development.
Shaffer says. “But we’ve learned that to be a
“In today’s environment, it simplifies busi-
complete supplier for the Dedicated Distrib-
ness if distributors have fewer suppliers.
ution Group (DDG — ACDelco’s national
We need to give them more coverage to
group of Warehouse Distributors), we need
work with their business plan.”
to focus on a wider breadth of products —
not just on select lines.”
‘All Makes/All Models’ —
what does it really mean?
Stunning survey
“At ACDelco, the term ‘All Makes/All Mod-
With ACDelco’s greater emphasis on “All
els’ means striving to be the leading sup-
Makes/All Models,” the organization was
plier of parts in the automotive aftermarket
concerned when a recent survey indi-
for whatever kinds of vehicles consumers
cated that many technicians still thought
drive,” says John Zamzow, ACDelco adver-
“All Makes/All Models” meant ACDelco
tising manager. “That includes Ford,
parts covered only “All Makes/All Mod-
Chrysler, Honda, Toyota — virtually every
els” of GM vehicles.
vehicle on the road. And we certainly feel
Feedback from the first DDG meeting
we’re closer to that than any other supplier.”
in August 2002 supported the survey
From a communications standpoint,
results. The DDG said ACDelco needed a
“All Makes/All Models” became ACDelco’s
new approach to convey the message to
stated strategy in 1995 as the organization
the trade; the phrase, by itself, lacked the
intensified its effort to offer coverage for
details technicians needed to know that
both import and domestic vehicles. It
ACDelco meant more than just GM.
coincided with the replacement of the tri-
The challenge to communicating
logo (AC, Delco and GM) in favor of the
ACDelco’s comprehensive line of parts to
current ACDelco logo, and has evolved
technicians — the people ACDelco relies
“At ACDelco, the term ‘All Makes/All
Models’ means striving to be the
leading supplier of parts in the
automotive aftermarket for whatever kinds of vehicles consumers drive.”
John Zamzow,
ACDelco advertising manager
18
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41504.16.21 7/2/03 3:25 PM Page 4
on to install those parts — arose from
an extensive history concentrated on
The DDG has given a passing grade or
“green rating” to 13 product lines:
ACDelco’s relationship with GM.
suspension
batteries
Durastop Brakes
air conditioning
wire and cable
water pumps
reman starters
and alternators
belts and hoses
steering
clutches
spark plugs
fuel pumps
chassis
“Our association with GM kept hitting
home with technicians over the years
because GM vehicles came equipped with
AC and Delco parts,” Zamzow says. “To
keep a GM vehicle running properly, you’d
use ACDelco parts.”
ACDelco communicated that message
so effectively that sending the same message about other vehicle makes presents
an obstacle. “We have to try to undo what
we did, in a sense,” Zamzow notes. “We’re
still the right brand for GM, but we
also have the same quality and high
standards for non-GM applications.”
Looking at the big picture
Over the past few years, strengthening its “All Makes/All Models” reputation within the trade has become a
key focus for ACDelco. The organization
The key was to combine the develop-
began by reevaluating the process by
ment processes for all the product groups
which it introduced products to the market
that are responsible for launching “All
and in 2000, ACDelco refined its internal
Makes/All Models” lines. By identifying
business practices. Now, with a heavy
the most efficient processes within the
reliance on its customers’ valuable input,
groups of engineers, purchasing, supply
ACDelco improved the way product deci-
management and finance departments,
sions are made.
ACDelco eliminated duplicated efforts.
“We worked real hard to
orchestrate a strong product
development process to
make the most efficient use
of all the resources and
expertise within the company,” Shaffer says.
ACDelco also developed a
common statement of “all
makes” requirements and
consolidated it into one document for suppliers. This
continued on page 20
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19
41504.16.21 7/2/03 3:25 PM Page 5
continued from page 19
to the “green” level will be based on cus-
streamlined operating process increased
tomer feedback for prioritization and refin-
the speed and effectiveness of the “All
ing current lines. “We need to really examine
Makes/All Models” development structure.
where we need additional coverage and
improve quality or cost,” Shaffer says.
Ready, set, go
ACDelco went a step further by using
expansions with a diverse range of lines,
feedback from DDG product-line com-
including shocks and emissions, to move
mittees to assess its efforts in becoming
them closer to “All Makes/All Models” cov-
an “All Makes/All Models” supplier.
erage. That strategy also directly affects
ACDelco asked the committees to rate
ACDelco offers automotive parts for the
most popular applications, including
“Ford, Chrysler,
Toyota, Nissan,
Honda and GM.”
intune
ACDelco’s new product lines.
product lines as red, yellow or green in
Take clutches, for example. The goal
terms of whether or not they are ready to
from the beginning was to offer coverage
go to market Much like a traffic light, a
for every vehicle on the road, and new
green rating means ACDelco and the
product lines are designed with that in
DDG have agreed that the product line
mind. When the clutch line launches this
meets “market ready” criteria in terms of
fall, Shaffer says the line will have com-
price, coverage, quality, sales promotion
plete, world-class “All Makes/All Models”
and distribution.
coverage from day one.
A yellow rating means the line is still
a few steps away from “All
‘In your face’ advertising
Makes/All Models” cover-
Providing the comprehensive coverage is
age, and red lines need the
only half of the “All Makes/All Models”
most adjustments to re-
strategy. The other half is communicating
ceive a passing grade.
the breadth of the line to customers.
Currently, the DDG has
ACDelco is addressing concerns that
given a “green rating” to 13
some customers feel “All Makes/All Models”
product lines: suspension,
only applies to GM vehicles. The DDG
batteries, air conditioning,
specifically asked ACDelco to “name names”
Durastop® Brakes, wire and cable, water
to clarify the scope of ACDelco’s coverage,
pumps, reman starters and alternators, belts
and ACDelco, in turn, has begun incorporat-
and hoses, steering, clutches, spark plugs,
ing a statement throughout its communi-
fuel pumps and chassis.
cations that specifies ACDelco offers
“Our DDG committees are a means for
automotive parts for the most popular ap-
an evaluation process that lets them agree
plications, including “Ford, Chrysler, Toyota,
the product line is “All Makes/All Models”
Nissan, Honda and GM.”
ready for their peers. It’s taken some time
The copy purposely lists GM last in order
— product line by product line — to get
to move away from the widely accepted
there,” Shaffer says. “The green ratings
fact that ACDelco fits GM cars and to
from our DDG are their approval that our
instead emphasize the other manufacturers,
lines are ‘All Makes/All Models’ complete.”
Zamzow says.
Future product expansions to bring lines
20
ACDelco has launched product coverage
The trade advertising campaign will
41504.16.21 7/2/03 3:26 PM Page 6
also play a major role in educating the
really enables our customers to think of
trade about ACDelco’s comprehensive
us as a one stop shop for all their cover-
coverage (see related story on page 13).
age needs. It reflects that we really do
“I challenged our ad agency to give us
‘in your face advertising’ that shouts to the
have coverage for more than the just the
popular vehicles for those products.”
reader that we’re more than GM,” Zamzow
says. The resulting ad for the trade publi-
History repeats itself
cations that debuted in February shows
As far as the future, it is firmly rooted in
pictures of primarily non-GM vehicles. The
ACDelco’s past accomplishments. “If you
copy states that ACDelco has “parts for
want to see where we’re going, just look at
every vehicle from A to Z, and you just
our history,” Shaffer says. “We’ll continue
thought it was G and M.”
on that positive road of improving our com-
These communication strategies sup-
mitment to “All Makes/All Models.”
port the “All Makes/All Models” proposi-
The proof of that dedication can be
tion — a process that Shaffer says has been
found in the product offerings and line
unwavering, even if it’s slower than some
expansions that continually increase the
would like. But it’s been a steady progres-
number of applications ACDelco parts
sion, one ACDelco plans to continue.
cover, says John Zamzow. “We definitely
He is confident that reinforcing the
have parts that fit everything on the road,
message to customers and backing it with
especially non-GM,” he says. “If anyone
comprehensive product lines is the solu-
doubts that, they’ve just got to try us.”
tion. “Our great availability, world-class
Even if all the skeptics are silenced, the
quality, competitive pricing, along with
day will never come when ACDelco stops
branding efforts, can convince the trade
striving to provide more comprehensive
that ACDelco has coverage for almost any
product coverage for every vehicle on the
vehicle on the road today,” Shaffer says.
road. It comes with the “All Makes/All
Models” territory — and ACDelco wouldn’t
‘All-makes’ support
have it any other way.
In addition to feedback from the DDG
“There is no end to this process,” Shaffer
committees, ACDelco also relies on input
says. “We’ll get new requirements and
from the sales channel to support the
react to the market. Our product develop-
“All Makes/All Models” strategy. New ini-
ment efforts and commitment to the after-
tiatives based on their suggestions include
market are never going to be finished. We’ll
updating the catalogs for product lines
raise the bar and keep improving.” •
“Our great availability, world-
class quality, competitive
pricing,along with branding
efforts, can convince trade that
ACDelco has coverage for
almost any vehicle on the
road today.”
William Shaffer,
ACDelco
general product manager
product program development
with newly expanded coverage to accurately reflect the additions. Customers saw
the first updates to the air conditioning
and wire and cable lines catalogs.
“We are working very hard to produce
good, quality catalogs and cross reference charts that allow customers to buy
and sell our product more effectively in
the marketplace,” Shaffer says “That
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21
41504.22l23 7/2/03 3:28 PM Page 1
event marketing
BY
ST E FA N I E
BA R R ACO
Livin’ it up inthe Pits
ACDelco’s honorary pit
sk a motorsports fan about race day and they’ll tell you the only
A
thing better than being in the stands is being in the pits.
“Everything about the pit experience
is amazing — there is nothing better,”
says Sunny Culp, owner of Northside
Automotive in Monroe, La. “In IHRA, the
race only lasts a few seconds, but there’s
a lot of hype and build up, and you’re
around so much new technology.”
Culp is a longtime ACDelco customer
and motorsports fan who participated in
an honorary pit crew program for
ACDelco-sponsored IHRA driver Harold
Martin last year. He is just one of hundreds of customers ACDelco has sent to
the pits for a first-hand view of the race
action. For each NASCAR ® Busch ®
Series, NHRA and IHRA race, ACDelco
reserves two honorary pit crew spots for
its customers as a way to thank them for
their support.
It’s one of the benefits of ACDelco
motorsports sponsorship. Participants
meet the ACDelco drivers and their crews
22
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41504.22l23 7/2/03 5:01 PM Page 2
and have the opportunity to ask them
pro technicians who are working on a
analyze his car’s performance based on
questions. They go into the pits and also
$150,000 engine,” Williamson says. “It’s
data collected in his onboard computer. “I
take home a T-shirt to commemorate the
more than the race: it’s something they
would have done anything I could do to
day. Being in the middle of all the race day
enjoy and that they can go home and talk
assist him,” Culp says.
excitement makes the experience unfor-
to their friends about.”
The intensity of the drivers and crew
gettable, says Brad Williamson, ACDelco
Culp had plenty of stories to share after
is what makes Culp a motorsports fan.
sales promotion specialist. “It’s the oppor-
his day as part of the honorary pit crew for
“They have all these cars right next to
tunity of a lifetime.”
Martin. He was especially impressed with
each other and they spend so much time
For ACDelco, it’s good business too.
Martin’s work ethic and his Pro-Modified
fine tuning every little detail,” he says.
“Our customers are car people,” William-
Pontiac Grand Am’s electronic fuel injec-
“There’s a tremendous amount of noise,
son says. “They’re the garage and shop
tion system, which Martin designed and
but everybody is in their own little world,
owners who work on the cars.”
developed himself.
focused on the objective, trying to perform the best they can.”
Technicians especially enjoy being in
“We were in Harold’s pit while he
the honorary pit crew for the pro-modified
worked on his race car,” Culp says. “He
His favorite part of the experience?
IHRA races because they can go into the
is a super nice guy, not to mention a very
“They have two cars in the staging lane
driver’s trailer and see what the driver and
intelligent individual.”
and when they accelerate, everything
crew are working on. “They are around
After each run, Culp watched Martin
shakes: the ground, the building, the
trucks. It’ll shake the internal organs in
crew program brings fans into the action
your body,” Culp explains.
If you’re interested in being a member
of the honorary pit
crew this season,
contact your field
sales representative
as soon as possible.
Although ACDelco
normally reserves
two spots for its customers, Williamson
says that if there is
enough interest, each
race can accommodate as many as four. •
Clockwise from above: Honorary pit crew members get the chance
to work alongside the likes of Harold Martin, shown here working
on his Pontiac Grand Am prior to a qualifying run. Kurt Johnson,
driver of the ACDelco-sponsored Chevrolet Cavalier in the NHRA
Pro Stock Series, greets honorary pit crew members during last
year’s ACDelco Las Vegas Nationals. Martin and his crew make
some last-minute adjustments to his engine before race time —
something honorary pit crew members get to see up close.
41504.24.26 7/2/03 3:32 PM Page 1
tss spotlight
BY
LO R I
Crazy Like
M .
N O L L
•
P H OTO G R A P H Y
BY
JA N I N E
M E N LOV E
a Fox
TSS account withstands the test of time
and earns kudos for best business practices
all them crazy, but when W.B. and Mary Fox opened their
C
auto repair shop in the middle of a rural farming community in San Angelo, Texas, in 1957, there was no doubt in
their minds it would be an instant success. And they were right.
Forty-six years later, and with another generation at the helm,W.B. Fox Garage,
now Fox Auto Service, is still going strong.
“Harrell Fox is carrying on his parents’ legacy,” says Randy Necessary,
ACDelco district sales manager for the South Central Region. “Just like W.B.
Harrell Fox, owner of Fox Auto Service — an ACDelco
TSS account in San Angelo, Texas — takes great
pride in being the best in the area.
and Mary, Harrell takes great pride in being the best in the area, and customer
satisfaction is key to his success. He stays on top of everything and makes
41504.24.26 7/2/03 5:04 PM Page 2
sure his people have the training they
when it was recognized by the local Better
one’s car breaks down they’re upset and
need to fix vehicles right the first time.”
Business Bureau (BBB) with the “Out-
leery of the technician doing the repairs.
standing Business Award for 2002.”
However, Harrell’s customer base trusts
Superior customer service
The honor is handed out each year to
they’ll never be taken advantage of or
offered service they don’t really need.”
Rooted deep in the heart of Texas, Fox
one business in the community for a job
Auto Service, an ACDelco Total Service
well done. Consumers nominate busi-
And it’s not the first time Fox Auto
Support (TSS) account, has developed
nesses, which are required to meet and
has been recognized for its outstanding
quite a reputation over the years. Known
maintain established criteria guidelines.
service. The shop also was voted “Best
for being up front and honest with cus-
These include maintaining a professional
Automotive Repair” in the San Angelo
tomers, the shop has become a trusted
relationship with patrons, never taking
Standard-Times 1999 Reader’s Choice poll.
name within the community.
advantage of consumers and treating all
“The entire Fox Auto family is ex-
“Fox Auto may be hundreds of miles
consumers fairly and professionally.
tremely honored to have received these
away from any of the big Texas cities
“These types of awards tend to go to
awards,” says Harrell, who attributes the
many recognize, but its superior customer
the local dry cleaner or paint
shop’s success to its loyal customers and
service draws people in from miles away,”
store, so receiving an honor
employees. “We continuously strive to
like this says a lot about the
improve customer relations, offering them
Geographic barriers aside, this small-
shop’s integrity,” Necessary
excellent and dependable service from
town shop made a big name for itself
says. “Usually when some-
loyal, reliable technicians.”
Necessary says.
Where it all began
Harrell’s involvement in the family business dates back to the late 1960s, when
he began at the shop as an automotive
technician. He and his father worked to
build the business together until W.B.
passed away in 1979, one year after the
shop reopened its doors in a brand-new,
larger building.
“My dad worked as a technician in a
Chevrolet dealership — or a mechanic as
they called it back then — before opening
his own shop,” says Harrell, who’s been
managing Fox Auto since the early 1980s.
“I owe much of my success and dedication to him. Although I gave up turning
wrenches many years ago, it’ll always be
in my blood.”
And the tradition carries on with Harrell’s youngest son, Lee, who came
aboard in 1991 as an Automotive Service
Excellence (ASE)–certified technician.
continued on page 26
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25
41504.24.26 7/2/03 3:36 PM Page 3
sign up for the ACDelco Image Program —
came along, Harrell jumped at it.
“ACDelco’s name recognition is second
to none, and that reflects positively on my
operation,” Harrell says.
Fox Auto Service has participated in
the TSS program since its inception in the
early 1990s. Updates over the years include four additions, which have increased
Above: Fox Auto has always maintained an extremely clean, professional-looking shop, as
demonstrated here in the waiting room. Above right: Harrell’s son Lee Fox — an ASE-certified
technician — and Lee’s wife, Tina, the shop’s office manager.
the shop’s size by about one-third. However, with its most recent facelift, completed earlier this year, the facility was
transformed into a completely ACDelcoaligned operation.
continued from page 25
cated Web site, offers consumers general
What’s more, Lee’s wife, Tina, took over
store information and money-saving
“Fox Auto embraces all of ACDelco’s
service consultant and office manager
coupons. The site also provides customers
programs and product lines,” says John
duties in November 2000 when Harrell’s
a link through which they can e-mail the
Brown, ACDelco market area manager for
wife, Brenda, retired.
shop’s technicians with service questions.
the South Central Region. “With all the
changes taking place in today’s fast-paced
Quality is top priority
Image is everything
world, one thing remains the same: the
Like Lee, all of Fox Auto’s technicians are
Fox Auto has always maintained an
good, dependable service you will receive
ASE-certified and have been employed at
extremely clean, professional-looking shop.
from the Fox Auto Service family and
the shop for several years. “Our techni-
So when the opportunity to become an
ACDelco being a key component of their
cians are continuously updating their
ACDelco TSS account — and subsequently
future success.” •
skills and knowledge by attending workshops, seminars and ASE training
courses,” Harrell says.
The shop’s many services include
electric window/door lock repair, electrical system repair, scheduled maintenance, installation and repair of air
conditioning systems, cruise control
installation, brake service, fuel injection
service and diagnostics.
FoxAutoRepair.com, the shop’s dedi-
26
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With its most recent facelift, Fox Auto was transformed into a
completely ACDelco-aligned operation.
41504.27n 7/2/03 3:37 PM Page 1
marketing manager spotlight
BY
A M Y
LY N N
S M I T H
Heart and Soul
Marketing manager is
passionate about quality
ccepting nothing but the best isn’t a new
A
concept at ACDelco. But the commitment
to doing it right the first time is particularly
critical when it comes to engines and transmissions —
the heart and soul of any vehicle.
As the ACDelco marketing manager for
equation, also undergo strin-
powertrain products, Cliff Cohen under-
gent testing, including 100%
stands that developing quality engines and
dyno-testing. Additionally, the
transmissions demands plenty of focus.
transmissions are thoroughly inspected
“Keeping the quality at a level that
meets the expectations of ACDelco and
and cleaned to ensure dependable, high-
train mix: ACDelco’s Independent Service
quality performance.
Center (ISC) customers.
our customers comes first — it’s our top
Although remanufactured engines and
“We work hard to keep the lines of
priority,” says Cohen. “We work closely
transmissions are the aftermarket stan-
communication open with technicians,
with our suppliers to communicate exact
dard, Cohen says the remanufacturing
because correct installation and diagnos-
specifications, and we perform more rigor-
processes used for ACDelco engines and
tics are essential to engine and transmis-
ous testing than most of our competitors.”
transmissions are a cut above.
sion performance,” he says. “It’s a complex
For example, most ACDelco remanu-
“Our engines and transmissions are
discipline, so we offer a variety of training
factured engines are subjected to a Hot
not just rebuilt, they’re remanufactured,
courses to help technicians develop the
Run Test, a study rarely performed by
using more new parts than many of our
skills they need to service these lines.”
other manufacturers. The test ensures
competitors,” he explains. “Each part is
Looking ahead,ACDelco’s customers will
that the engine has been certified to run
remanufactured to exact specifications,
remain a focus for Cohen and the powertrain
properly prior to installation, and vali-
and then updated with all the latest
team. For example, certain part numbers
dates the performance of moving compo-
technological advances.”
may be consolidated to help Dedicated Dis-
nents, compression, oil flow and oil
pressure. USON testing, which is
Behind every ACDelco remanufactured
engine and remanufactured
tribution Group (DDG) members better meet
the inventory needs of their ISC customers.
transmission is a dedicated
“We’re constantly looking at ways to
test of oil and coolant cav-
team of specialists that
enhance or expand the product line to
ities, ensures that the
continually evaluates
make sure it’s the best it can be,” says
base engine is free from
the quality, coverage
Cohen. “Maintaining a high level of qual-
oil and coolant leaks.
and pricing of the line.
ity — and offering the training required to
And the way Cohen sees
help technicians see it through in the
it, there’s another vitally
installation — will continue to be our pri-
a pressurized flow and leak
ACDelco remanufactured transmissions, the
other half of the powertrain
important player in the power-
mary objectives moving forward.” •
intune
27
41504.28o29 7/2/03 3:49 PM Page 1
ACDelco advantage
BY
LO R I
M .
N O L L
ACDelco’s broad training menu includes
informative courses on business, customer
care, automotive systems and diagnostic
strategies. Self-paced correspondence
courses instruct counter and sales people
on the basics of vehicle systems and service. Technical and hands-on classes help
ACDelco accounts grow their business.
Recognizing that training is not limited to the service bays, ACDelco also
offers counter-person training and business management courses. These classes
help independent technicians better
manage the front of their shops and
improve their selling skills, enabling them
to run a better business.
“Knowledge is a powerful tool, and
ACDelco’s extensive training program features 36 technical core classes covering all
major product lines, as well as various technical seminars and specialty courses,”
Christophersen says. “The seminars and
courses are taught by certified instructors
and designed to improve technicians’ vehicle-system knowledge — both for GM and
non-GM vehicles — by providing hands-on
Schooled for Success
ACDelco’s extensive training menu
gives accounts a competitive edge
activities with real-world concerns.”
TSS training
Participating Total Service Support (TSS)
accounts can take advantage of ACDelco’s
training expertise with the latest in diag-
sk almost any great athlete and they’ll likely tell you practice
A
nostic and service procedures. And the best
part is, once enrolled in the TSS program,
and training keep them at the top of their game: the same rings
this training is available to Independent Ser-
true for aftermarket technicians. That’s why exceptional train-
vice Centers (ISCs) at no additional cost.
ing is one of ACDelco’s cornerstones to success.
Distributor training
“Just like other areas of our business, ACDelco’s training has very defined goals,” says
While ACDelco strives to provide superior
Susan Christophersen, ACDelco manager of product service and training development.
training, service and high-quality parts to
“We strive to develop a network of Independent Service Center (ISC) employees who are
its network of ISCs, the organization also
up on the latest automotive technology, provide a high level of customer service, and
recognizes the value of the traditional dis-
support our brand and what it stands for. Training is key in this drive for excellence.”
tributor network. That’s why ACDelco de-
28
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41504.28o29 7/2/03 3:51 PM Page 2
veloped its Dedicated Distribution Group
looking for skilled technicians to build and
Guide, ACDelco’s Communication Center
(DDG) and offers training to the group’s
grow their business, and TSEP is a way for
provides a series of product-specific
members and their customers.
them to fill that need.”
brochures on ACDelco parts such as oil filters and spark plugs that TSS ISCs may
Local DDG members can schedule onsite product sales meetings that include a
Consumer education
hand out to consumers to educate them
system overview and technical presenta-
Vehicle owners also are important in the
about ACDelco products.
tion on ACDelco products, such as filters
business equation. To help build aware-
Additionally, some TSS ISCs hold clinics
and fuel pumps. Selling skills seminars
ness and maximize ACDelco’s exposure
and seminars for consumers at their loca-
teach DDG accounts how to recognize
in the marketplace, the organization offers
tions to educate them about vehicle repair
the emotional and logical needs of each
several consumer education opportunities.
and maintenance. The clinics can be tailored
ISC customer and how to help them meet
ACDelco’s Automotive Systems Guide,
to specific audiences and markets such
their long-term needs.
available to TSS ISCs through their Ware-
as women, minorities and young drivers.
house Distributors (WDs), helps techni-
“ACDelco has one of the most profes-
TSEP
cians clearly explain repairs to con-
sional training programs in the industry,”
ACDelco’s Technical Service Educational
sumers. The guide uses diagrams to de-
Christophersen says. “We recently have
Program (TSEP) helps support the indus-
scribe key systems and parts, highlight-
added some new and exciting courses
try’s need for trained technicians. The
ing their location on the vehicle and
into our curriculum, and will continue to
two-year automotive training program,
detailing their importance to overall vehi-
introduce new training and resources that
which alternates ACDelco college instruc-
cle functionality.
will help give our accounts an edge over
the competition.”
tion in automotive service and real-world
“If a customer’s brake pads are worn,
work experience, gives ISCs an opportu-
for example, the technician can point out
For more information, or to enroll in
nity to "grow their own" employees.
where on the vehicle the part is located
an ACDelco training course, contact
“TSEP allows TSS ISCs to groom techni-
and explain its function within the brake
your ACDelco representative, log on to
cians who could become potential full-time
system,” says David Roura, ACDelco mer-
acdelco.com and click “TechConnect” or
employees upon graduation,” Christo-
chandising specialist.
call the ACDelco Enrollment Center at
phersen says. “Our TSS accounts are always
Building on the Automotive Systems
1-800-825-5886. •
Las Vegas-area TSEP students received “real-world“ training from ACDelco-sponsored
NHRA Pro Stock driver Kurt Johnson at the ACDelco Las Vegas Nationals last year.
intune
29
41504.30p 7/2/03 4:21 PM Page 1
tss update
BY
F R I T Z
R E Z N O R
Training
Days
ACDelco opens new
center in Minnesota
A
CDelco is committed to improving all aspects of its automotive training, from the expertise of its technicians and the
skills of its Independent Service Center (ISC) managers, to the
image of the profession as a whole.
Much of that training and image
with a parts room that houses all
enhancing is taking place at ACDelco
ACDelco parts,” says Dale Campbell,
training facilities around the country,
ACDelco manager of training center
such as the Knowledge Center at Okla-
operations. One of the classrooms is
homa City Community College, the Ren-
computer-accessible to teach ACDelco’s
ton Technical College outside Seattle
Web Integrated Service Environment
and ACDelco’s newest training center
(WISE) system.
in Minnesota.
ACDelco’s Anoka training facility has three
classrooms all painted in ACDelco’s red,
white and blue color scheme. Its shop area
features a parts room that houses only
ACDelco parts.
The new training center is located at
technical training, from basic electrical to
Anoka-Hennepin Technical College
our more advanced, OBD II classes,”
located in Anoka, Minn., a suburb of Min-
Campbell explains. “And while many cor-
neapolis. It opened last August with some
porations have gone to online, computer-
renovations completed earlier this year.
based training, we’re one of the few
The Anoka facility is dedicated solely
to ACDelco. “It has three classrooms —
30
intune
“We offer several different levels of
organizations that still conducts ‘handson’ training.”
all painted in ACDelco’s red, white and
While some classes are set up as
blue color scheme — and a shop area
continued on page 32
41504.31p 7/2/03 4:27 PM Page 1
It’s part of a complete line to meet
your customers’ various needs.
It employs the latest technology
to deliver maximum performance.
And it’s available for whatever
your customers drive.
So it comes as no surprise that
the spark plugs you can count on
come from ACDelco.
Whether it’s 100,000 mile performance like you get from Professional Platinum, or the quick throttle response and
corrosion protection of ACDelco RAPIDFIRE® Performance Plugs, ACDelco spark plugs deliver. And they’re just one
part of the engine repair system that works for just about every vehicle on the road: ACDelco.
Contact www.ACDelco.com or 1-800-ACDelco.
41504.BCaFC 7/2/03 4:55 PM Page 1
tss update
c o n t i n u e d
f ro m
p a g e
3 0
goals of TSEP is to create a
industry has not traditionally looked to
more professional image of
apprenticeships for new hires, ACDelco
the automotive technician
has had success placing students from the
profession to parents, teach-
Anoka Training Center in TSS shops.
ers and communities.
While many companies have gone to online,
computer-based training, ACDelco is one of
the few organizations that still conducts
“hands-on” training.
“They always want someone with
“We insist on providing
experience,” she says. “But the response
our students with clean and
from TSS shops that have hired students
bright surroundings, high-tech equip-
from the TSEP program has been very,
ment and state-of-the-art technology,”
very positive. They are starting to accept
Christophersen says. “We believe it will
the change.”
refresher courses for professional techni-
help us accomplish a more professional
Most ACDelco training classes are two-
cians in the industry, the ACDelco train-
image of ACDelco and the repair industry
day sessions Monday through Friday from
ing centers are also used to educate and
as a whole.”
8:30 a.m. to 4:30 p.m. The $150 per day
ACDelco recently graduated its first
cost is waived for participating Total Ser-
TSEP class out of the Oklahoma Knowl-
vice Support (TSS) customers, and stu-
Susan Christophersen, ACDelco man-
edge Center. And although Christophersen
dents can enroll online by accessing the
ager of service training, says one of the
acknowledges that the automotive service
TechConnect Web site via acdelco.com. •
train students in ACDelco’s Technical Service Education Program (TSEP).
Intune Magazine
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