Busted! - ACDelco TechConnect

volume 23 issue 3 | 2008
busted!
The war on counterfeit parts —
and how it affects you
INSIDE: 5
Minutes with Carroll Shelby | 100 Years of ACDelco
Kurt Johnson’s ‘Work Day’ | Making the Most of MechanicNet
CONTENTS
COVER and this page: Getty images
FEATURES
DEPARTMENTS
10 COVER STORY — A bad fit
4 briefs
Intune examines the state of parts counterfeiting
and what ACDelco is doing to combat the problem.
20 Weekend job
A look at a typical race weekend for ACDelco Pro
Stock racer Kurt Johnson.
24 SPARKING a legacy
ACDelco has been committed to quality parts and
service for 100 years.
7 product news
8 events
9 5 minutes with
16 real results
19 tss tools
28 smart moves
30 one more thing
PUBLISHING STAFF Publishers Chris Brandt, Kerri Dunton | Senior Editor Barry Kluczyk |
Art Director Elizabeth Raab | Account Managers Amy Jennette, Bree Erin Brownlee |
Contributors Jerry Heasley, Amy Lenard | Copy Editors Jennifer Lang, Karen Mauck, Ron Morelli
CONTACT US Intune@leoburnett.com
Intune is published for ACDelco, General Motors Corp., by Leo Burnett, 3310 W. Big Beaver Rd., Troy, Mich.
48084. General Motors is an equal-opportunity employer. Manuscripts and photographs are submitted at
the sender’s risk. Submission of letters and photos implies the right to edit and publish. Copyright ©2008
by Leo Burnett. All rights reserved.
INTUNE ADVISORY BOARD
ACDelco Marketing Director Nancy McLean
ACDelco Advertising Manager Chris Brandt
Advertising Specialist Kerri Dunton
acdelco.com | 800.acdelco 3
c e l e b r at i n g
briefs
100 Years of Service:
Haigler’s Automotive,
Montgomery, Alabama
4 INTUNE Issue 3 | 2008
for business 100 years ago, there were only six cars in Montgomery, Ala. The city and the number of its cars
have certainly changed during the last century, but Haigler’s has remained a community fixture.
“There weren’t a whole lot of cars to fix in the early days,” says Billy Haigler, the fourth generation
to helm the family business. “Tractors and buggies represented most of the work, but the business evolved
as more people bought automobiles.”
Today, Haigler’s — a TSS affiliate — is a 21-stall facility with six technicians, along with Haigler and his
father, Larry. The shop’s location on Atlanta Highway is only a block away from where the business was
launched in 1908. The original building has been torn down and the property turned into a shopping center.
And while 100 years is a milestone few businesses can boast about reaching, Haigler’s shows no
signs of slowing down. At 35, Billy Haigler has plenty of time to guide the shop and he’s already grooming
the fifth generation. “My daughter is only eight right now,” he says. “But if she wants it someday, we’ll hand
her the reigns when she’s ready.” ■
50 Years of Service: Donovan’s
Auto and Tire, Cincinnati, Ohio
“I’ll take four whitewall tires
and a stove.” In the 1950s, that’s the very
order a customer might have made when visiting a
Firestone outlet. At least, that was the inventory for
stores set up by Don Donovan, who went on to open
his own Firestone outlet in Cincinnati, Ohio. That
was 1958, and this year the business — and TSS
affiliate — known as Donovan’s Auto and Tire
marks its 50-year anniversary.
“Tires and appliances; that’s what both Firestone
and Goodyear did back then,” says second-generation
proprietor Dale Donovan. “It sounds odd now, but
that was their business, and my father helped set up
the Firestone stores.”
And while the tire side of the business remained,
appliance selling faded away. Donovan’s replaced
ranges and refrigerators with auto repair, growing
from only a couple of bays to its current nine-bay
facility. There are six techs, two tire changers, three
service writers and Dale Donovan’s son Dan is the
parts manager.
As with most service centers, Donovan believes
training is essential for retaining loyal customers and
cultivating new ones.
“Keeping up with changing technology is one of
our biggest challenges,” he says. “ACDelco has been
great in helping us do that, but you’ve got to proactively seek it to stay on top of all the changes.”
Donovan cites technology as a primary reason
the repair business has changed in recent years.
“With an electronic component to almost everything, we’ve moved more into component replacement
than repair,” he says. “We used to fix a power window by replacing a gear; now, we replace the entire
unit.”
That may sound like a fundamental change for
the business, but no more so than selling washing
machines out of a tire store. ■
photo: Nevada-area tss service Centers
c e l e b r at i n g
When the service center currently known as Haigler’s Automotive opened its doors
hard work pays off —
here are the latest acdelco
SCHOLARSHIP WINNERS
The latest recipients of the ACDelco TSS Educational Scholarship
Program have been selected. Dependent Scholarship and
Technician Scholarship recipients will receive $3,000 toward
their college tuition (up from $2,500 in previous years).
[WINNERS]
Congratulations to the following
scholarship recipients and their
sponsoring TSS-affiliated shops:
Dependent Scholarships
Kyle Apfel — Ridder Repair,
Norfolk, Neb.
Benjamin Ferron — PJW Automotive,
New Brighton, Minn.
Anthony Gregory — Cornerstone
Automotive, Houston, Texas
Ryan Hemsley — Hemsley’s
Automotive, Rupert, Idaho
Sean Matthews — Franklin Auto
Repair, Sewickley, Pa.
Technician Scholarships
Mike Ferran — Ferran Automotive,
Jacksonville, Fla.
Paul Jerak — Larry’s Auto Electric,
Bay City, Mich.
Reno 411
Reno, Nevada-area TSS service centers are
highlighted in a large, mobile advertising campaign that is seen
by thousands of commuters every day: They’re on a city bus.
Highlighted by a group photo of local TSS shop owners, the
“wrapped” transit bus cruises a varying route throughout the Reno
area and neighboring Sparks, Nev. The advertisement carries the
ACDelco logo and the names of four TSS-affiliated shops.
The shop names are changed about every three weeks so that all
participating TSS shops in the area receive equal time on the bus.
The wrap advertising program was spearheaded by NC Auto Parts’
general manager Mike Watts and advertising manager Dave Vigil.
“One of our customers gave us the idea for the ad and we thought
it was a good one,” says Vigil. “It’s an effective piece, because it’s
impossible to miss the scale of the ad if you’re anywhere near
that bus.”
The TSS-sponsored bus will make its rounds throughout the city
for about one year. ■
James Sarros — Autoworks,
Okeechobee, Fla.
Robert Slusser — Murphy’s Autocare,
Beavercreek, Ohio
Tom Sweeney — Ed’s Auto,
Margate, Fla.
The ACDelco TSS Educational
Scholarship Program is designed
to help develop quality technicians,
as well as future automotive
shop owners and operators.
Participating TSS accounts can
contact their ACDelco representative
for more details, or go to
ACDelcotechconnect.com
for an application and more
information about scholarship
requirements, submission deadlines
and selection criteria.
acdelco.com | 800.acdelco 5
BRIEFS
Virtual Repairs: Online Training
Simulations Test Diagnostic Skills
knowledge. By combining training with a gaming element, the simulations are giving techs a fun way to hone their skills.
“The simulations keep you sharp,” says Lars Eriksson, a technician at BKG Motorsports in Mayville, N.D. “They’re brain teasers
that can be difficult if you don’t pay attention, but they reinforce everything you know or sometimes don’t know.”
Targeted at TSS and Key Fleet technicians, four simulations are offered: Brakes, Engine Performance, Electrical Systems and
HVAC. Each takes the “player” through a virtual customer vehicle problem that must be verified, diagnosed and corrected. The tech
can even check for technical bulletins. Points are awarded throughout the simulation for all of the interactive choices, including applying
best practices and using appropriate tools.
“ACDelco is always looking for engaging ways to reinforce training practices, and the simulations complement our blended
learning initiative,” says Dan Carter, training manager for ACDelco. “There is a video-game feel to the simulations that makes
them as entertaining as they are informative.”
The top five point earners for each category are posted on the ACDelcotechconnect.com Web site and, at the time of this issue’s
publication, technician Eriksson had the distinction of leading all four categories with nearly perfect scores.
Technicians can log on to ACDelcotechconnect.com and click on the “Training” tab to access the simulations, test their skills and
try to beat Lars Eriksson. ■
6 INTUNE Issue 3 | 2008
left: ACDelcoTECHCONNect.COM
ACDelco’s ONLINE TRAINING SIMULATIONS take technicians to a virtual repair facility to test their diagnostic
product news
New
Oil Filters
for classic GM Cars
For vintage car enthusiasts,
nothing beats the look of original equipment, and
that’s what ACDelco is offering in a pair of new oil
filters. Designed with the authentic look and size of AC
oil filters used in hundreds of thousands of GM vehicles
manufactured from the mid-1960s through late-1980s
(and a few early-’90s models), they carry all of ACDelco’s
latest Duraguard® oil-filter technology on the inside.
The filters are offered in the popular PF-25 and PF-35
styles, covering everything from the 1966 Chevy Chevelle to
the 1992 Pontiac Firebird — as well as many trucks and vans of
the era. In fact, more than 900,000 eligible vehicles are still on the
road today.
Customers with classic cars will appreciate getting ACDelco’s
latest filter technology in a vintage wrapper. Can a vintage AM radio
concealing an iPod® be far behind? ■
acdelco.com | 800.acdelco 7
events
by BARRY KLUCZYK
Chocolate is to Hershey, Pa., what
automobiles are to Detroit. And with the aroma of
cocoa in the air, more than 750 parts and service
managers gathered at the sprawling Hershey Lodge
for the third Service and Parts Summit.
The event was hosted by GM’s Service and Parts
Northeast Region and included seminars, vendor
displays, the opportunity to meet drag racing
legends Warren and Kurt Johnson and — perhaps
the most valued aspect of all — face time with district
representatives from GM, including ACDelco.
“The attendees are our customers and this event
gives us the opportunity to educate them about our
broad range of aftermarket parts and our distribution network,” says Bob Triulzi, the Northeast
Region’s aftermarket manager. “ACDelco services
Toyota, Ford and other makes in addition to
General Motors vehicles. When dealers use ACDelco
parts — even if they’re not for a GM vehicle —
they’re keeping business in the family.”
First held in 2005, the Summit has benefited
from the intuitive input of Markus Sternberg,
regional parts manager for the Northeast Region.
His ideas included making ACDelco an integral
component of the event.
“Frankly, there is still a wall to overcome with
some dealers and ACDelco,” he says. “There is
a great opportunity to win over those dealers by
showing them that even though ACDelco services
many makes of cars, they are still part of General
Motors — and what helps GM helps that dealer.
ACDelco and GM Parts can work together to fulfill
the needs of their customers.”
That sentiment was echoed in a seminar,
“Winning Customers with ACDelco,” conducted
by ACDelco Market A rea Ser vice Manager
Robert Oulton and Market Area Manager Jeff
Wormald. In it, the competitive advantages of
ACDelco’s choices, from a range of parts such
as original-equipment and DuraStop® brakes, were
illustrated, as well as technical information about the
quality of ACDelco parts.
8 INTUNE Issue 3 | 2008
“Establishing awareness about ACDelco’s range of aftermarket parts and
demonstrating that we’re more than simply GM replacement parts opens
many eyes,” says Oulton. “We gave our seminar four times during the Summit
and in every session the attendees all said the same thing: ‘I didn’t know I could
get that from ACDelco.’”
Oulton suggests ACDelco warehouse distributors have a great opportunity
with customers like those who attended his seminar.
“When they learn about the competitiveness of ACDelco parts, the wide
range of vehicle applications and the warranty, they’re very open to using them,”
he says. “There are many benefits to ACDelco and simply educating customers
about them is very effective.”
One of the overlooked opportunities for GM dealers discussed at the Summit
was the supply of replacement engines to TSS, Fleet and independent service
center accounts. GM can offer the aftermarket OEM engines and transmissions
at competitive prices.
“One of the most important things to remember about buying a new engine
from GM is that it’s just that — new,” says Jim Mickle, powertrain instructor for
the Northeast Region. “Other aftermarket companies are selling remanufactured
engines built from used cores, but you can tell customers the GM engine is all new.”
Similarly, Scott Roslund, from GM Performance Parts, was on hand to educate
attendees about crate engines.
“GM Performance Parts crate engines are more complete than the service
replace­ment long block from GM Powertrain,” he says. “They’re complete from the
oil pan to the intake manifold and offer customers a unique product for re-powering
a vehicle, such as a customer who wants more towing power for his work truck.”
The Summit wasn’t all seminars and vendor displays. A buffet-type dinner
of burgers, hot dogs and other summer foods was served amidst a background
of motorsports-themed games and prize giveaways, with participants trying
their luck at Xbox 360® racing games, NASCAR driving simulators supplied by
Richard Childress Racing and a drag racing simulator that tested participants’
reaction times.
It was during this morale-boosting dinner that Warren and Kurt Johnson
arrived, capping the evening with an autograph session that saw a line form so
quickly you’d have thought they were handing out vouchers for $2.50-per-gallon
gas. They weren’t, of course, but the opportunity to meet, shake hands with and
grab an autograph from a couple of the most successful Pro Stock drag racers in
the sport was nonetheless enticing.
The third Northeast Parts and Service Summit succeeded in giving attendees
ideas for making the most of their parts and service businesses, and it helped open
more eyes to the viability of using ACDelco to achieve those new-business goals.
“Service managers and parts managers are our customers,” says regional manager
Triulzi. “ACDelco has what they need to fulfill their customers’ needs.” ■
5 minutes with
Did you have mechanical aptitude and work
on your own cars, too, or were you mostly
a driver/racer?
I’ve always been interested in cars, but spent more of
my time behind the wheel than under them. I am
not an engineer, but certainly know how cars work
and have worked on them when necessary.
What is the biggest change or evolution
in automotive technology that you’ve
witnessed over the years?
Electronics have made it possible to have big-horsepower cars that don’t pollute, get reasonable mileage
and are reliable. Instead of having to swap out cams,
pistons and carburetors, you can now change the
software to get what you want.
How has technology affected your
approach to building performance cars?
With all of the expensive regulations today, electronics
make it possible for a small company like Shelby
to meet all of the emissions rules. And by using
computers to engineer cars, you can cut the time
and expense to develop them.
Do you think automotive technology is still
a good career choice for young people?
Do you see opportunities for mechanical
and/or body repair?
Carroll Shelby
The living legend of performance
discusses automotive service
opportunities and the future
of performance cars
It’s a hard business, but yes, I still think it’s a great
place to have a career. In fact, I am so confident that
recently we decided to support education in the field.
Shelby Automobiles is making a gift to Northeast
Texas Community College that will bring a stateof-the-art automotive technology program to its
campus. They plan to name it the Carroll Shelby
Automotive Technology Program, and our goal is to
help young people improve their lives by learning
how to work in the auto industry.
Many people are intimidated by today’s
electronic controls and believe learning to
When and where did you first begin driving —
work on them is too difficult. Do you agree?
and what kind of car did you learn on?
There was a time when people were scared of falling
off the flat end of the world or thought going to
the moon was too fantastic to even contemplate.
Life’s always a gamble and being scared of learning
how to do anything is a bad idea. The key to success
is to do something you love and continually
challenge yourself. ■
I learned to drive on my father’s Whippet, which he used to deliver the mail.
I first learned when I was about five, by sitting on my dad’s lap. By 14, I was
driving by myself.
interview and photo by Jerry Heasley
acdelco.com | 800.acdelco 9
A BAD FIT
intune examines the state of parts counterfeiting
and what ACDelco is doing to combat the problem
by kelly Kolhagen| photos BY General motors CORP.
10 INTUNE Issue 3 | 2008
Cliff cohen’s job
was a whole lot easier when the crooks were a whole lot less sophisticated.
Cohen is manager of Global Brand Protection and Licensing for General
Motors’ Service and Parts Operations (SPO). He and GM’s Global Security assets
— deployed around the world — are dedicated to outsmarting counterfeiters
determined to make automotive parts and pass them off as authentic GM-brand
products such as those by ACDelco.
Unlike legitimate, private-label brands that purport to meet OE standards,
counterfeit parts are imitation products manufactured, packaged and represented
in a way intended to fool consumers. Counterfeiters can duplicate a trademark or
alter it slightly so the average customer won’t notice the difference. Counterfeiters
also use other recognizable characteristics, such as similar packaging, to market
the imitators — products that are usually inferior in quality and performance.
In the old days, Cohen says, counterfeit parts were so visibly bad and the
package graphics so primitive that a kindergartner could tell the counterfeit from
the real deal. Now, thanks to technological advances and good old-fashioned
criminal perseverance, counterfeiters are churning out fakes at record levels
that — on the outside — can be hard to distinguish.
Beneath the surface, though, it’s often an entirely different story. GM alone
has storerooms filled with seized oil filters that don’t filter and spark plugs
that don’t spark. In fact, a recent confiscated batch of counterfeit brake pads from
China failed to meet a single OE standard for brake performance.
“If you unknowingly buy a counterfeit luxury watch and it breaks, the worst
thing that happens is you don’t know what time it is,” says Jack Cameron,
vice president of Programs and Member Services for the Motor & Equipment
Manufacturers Association (MEMA), a 104-year-old trade association based
in North Carolina. “However, if you go in for a brake job and somebody puts
counterfeit pads on your car, you could die.”
In fact, people have died as a result of counterfeit parts, including a mother
and child who were killed in an automobile crash because of counterfeit brake
pads that were made of nothing more than steel wool and pressed wood.
12 INTUNE Issue 3 | 2008
The ‘crime of the
21st century’
How bad is it? Counterfeiting is at such an epidemic
level that the FBI has called it the “Crime of the 21st
Century.” According to the U.S. Customs Service,
counterfeit seizures grew 65 percent from 1998 to
2001, compared to the previous three-year average.
It’s hard to pinpoint just how much money and
good will counterfeiters are stealing from legitimate
brands, honest dealers, distributors and repair shops
because they don’t provide earnings guidance to
Wall Street or file paperwork with the Securities &
Exchange Commission. However, numerous
government agencies and industry sources estimate
the entire global counterfeit problem at $600 billion a
year. Of that, it is estimated that counterfeiting costs
the global automotive parts industry $12 billion a
year and $3 billion in the U.S. alone, according to
the Federal Trade Commission.
And a 2006 Frost & Sullivan report isn’t optimistic about the future, projecting losses to the global
auto industry as high as $44.7 billion by 2011.
Auto parts counterfeiting is not a victimless
crime when one considers:
• Counterfeit auto parts pose safety risks to
unsuspecting consumers and technicians
• Counterfeiting steals good manufacturing
jobs, as many as 200,000 to 250,000, according to MEMA
• Counterfeiting destroys the brand reputation
of legitimate companies and poses product
liability claims
According to MEMA — which created a special
Brand Protection Council to address counterfeiting,
intellectual property violations and other “gray market”
activity — the majority of counterfeit auto parts in
North America are imported. A large number come
from China, accounting for more than 80 percent of
the goods seized at U.S. borders. However, other
countries such as Taiwan, Russia, India, Pakistan
and Uruguay also have been reported as major
producers and exporters of counterfeit goods.
Once produced, most counterfeit auto parts
are redistributed from key trans-shipment points,
many of which are in the Middle East. While no
parts are immune from the entrepreneurial pursuits
counterfeit acdelco auto
parts are destroyed in the
middle east, where fakes are
an all-too common problem.
of the counterfeiters, most tend to be the most
frequently replaced service parts such as brake pads,
air and oil filters, spark plugs and spark plug wires.
Even though the industry estimates millions of
counterfeit parts enter the U.S. every year, only a
fraction of them are ever detected by U.S. customs.
Parts and packaging are usually shipped separately
to avoid detection, which also stymies enforcement.
And Web commerce has provided counterfeiters
with new sales channels. Online auctions and
other sites that link sellers with buyers have
made the counterfeit parts trade an international
problem of epic proportions.
one of the oldest professions
Where there’s a trusted brand there’s likely to be a
counterfeiter close at hand. Inventor Elijah McCoy
patented a lubricating system in 1872 designed to
prevent steam engines from overheating. It wasn’t
long before the success of McCoy’s invention
spawned copies that didn’t cost as much money but
didn’t work as well, either, causing problems for
unknowing consumers. Those who wanted a genuine
product asked for McCoy’s product by name —
the real McCoy.
Two other “real McCoy” stories of infamous fakery revolve around alcohol.
One suggests that MacKay’s Scottish whisky was being copied, inspiring an advertising slogan that appeared in 1856 imploring buyers to buy “the real MacKay.”
Years later, during the U.S. Prohibition era, it was common for bootlegger
captains to add water to bottles to stretch their profits, or to re-label them as
better goods. One American rum-runner captain and boat builder, William
S. McCoy, became famous for never watering his booze, and selling only real
top-quality products. Because of this, some accounts place McCoy as the source
of the term “the real McCoy.”
Genuine or bust
When a homeowner installs a security system or puts steel bars on his
windows, the idea is to deter a would-be crook long enough until he gives up
or the police show up. Likewise, GM’s Cohen is determined to outlast the
counterfeiters — or at least seize enough of their contraband — to send the
message that copying GM brands is more trouble than it’s worth. Since 2001,
GM’s Global Brand Protection Team has investigated more than 1,000 cases and
conducted more than 500 raids globally.
The largest confiscation of counterfeit parts in the United States was
a $50-million seizure that took place in many states across the country in 1992.
“We have seized nearly $300 million worth of goods since 1985, with more
than $80 million of that since 2001,” Cohen says. And every seizure means
somebody, somewhere is having a bad day because he didn’t get paid for his cache
of “oil filters” or “brake pads.”
acdelco.com | 800.acdelco 13
Not-So-Great
Pretenders
Here are just a few examples of what
GM’s Global Brand Protection team and
authorities have uncovered:
• Oil filters with “filtering” elements
consisting of old rags and
perforated food cans, or that melt
when heated to a certain
temperature
•Transmission fluid that was really a
cheap grade of crude oil dyed red
for appearance
• Counterfeit grilles that discolor
and fade rapidly and are made of
cheap materials that would impact
crash performance in a collision
• Brake pads made of paper and
pressed wood, or even grass
Most Commonly
Counterfeited Parts
According to ACDelco, the most
commonly produced counterfeit parts
are maintenance and high-volume
items such as oil and air filters, shock
absorbers, fan belts, disc brake pads
and shoes, air conditioning compressors,
starters, spark plugs and oxygen sensors.
Other popular fakes include:
• Valves and valve lifters
• Distributor caps
• Gasoline filters
• Rocker arms and camshafts
• Antifreeze/coolant and
transmission fluids
• Bearings
• Alternators and generators
14 INTUNE issue 3 | 2008
Generally, a fair-sized seizure of counterfeit products ranges from
$500,000 to $2 million (USD, retail value) in countries such as Saudi Arabia,
Turkey and various locations across Asia, including China. In the Middle East
alone, a hotbed for counterfeit goods, GM was behind 125 raids in
24 months.
A raid on a counterfeit operation runs a lot like a drug bust. Informants clue
in authorities about a counterfeiting enterprise or a shipment of fake goods about
to arrive at a port. Undercover agents make “buys” to confirm the activity and
then move in on the criminals.
Besides keeping unsafe products away from unsuspecting consumers and
protecting a valuable brand, GM’s aggressive policing efforts are paying off on
the balance sheet, too. Sales of genuine GM parts in the Middle East —
including ACDelco — are up significantly.
In addition to seizing counterfeit goods, GM has invested in training law
enforcement and border patrol personnel on what to look for when confronted
with suspected counterfeit products, as well as educating the public and
private sectors on the seriousness of the issue. Third-party organizations like
MEMA educate consumer affairs journalists by challenging them to spot the
fake from the genuine part — most can’t.
As counterfeiters get smarter and more sophisticated, Cohen says, GM is
staying a step ahead with high-tech identifiers that distinguish genuine
products, yet are invisible to would-be fakers. But outsmarting a global network
of counterfeiters can be the enforcement equivalent of the old carnival game of
Whac-a-Mole: Stop one counterfeiter and another pops up somewhere else.
“One of the biggest problems we face is that we don’t always know what we
don’t know,” says Cohen.
Strength in numbers
So while the automotive business may be a cutthroat one in the showroom,
it’s nothing but unity when it comes to busting counterfeiters. Cohen and his
counterparts at other automakers work as a team, trading tips and watching each
others’ backs. Trade organizations like MEMA and the International AntiCounterfeiting Coalition (IACC) also pull out all the stops to put counterfeiters
out of business.
GM also works closely with lawmakers to get tougher anti-counterfeiting
laws on the books, such as Senate Bill 522, introduced in February 2007,
which is still pending in the Senate Judiciary Committee.
Michigan Congressmen Mike Rogers (R-District 8) and Joe Knollenberg
(R-District 9) also have been aggressive in their support for strengthening federal
laws dealing with counterfeiting of auto parts and other products.
“Counterfeit parts steal American jobs and cost lives around the world,” says
Rogers, who serves on the House Energy and Commerce Committee. “It is
absolutely crucial that we continue to toughen laws to seize and destroy counterfeiters’ equipment and increase trade enforcement cops around the world.”
Make Sure You Have
the Real Deal
counterfeiting costs
service technicians
In North America, says Cohen, counterfeit parts have a harder time getting into
GM’s distribution channels because they are run so tightly. But that doesn’t
mean the pipelines are completely free of fakes. For ACDelco and GM Parts
distributors, counterfeiters are unfair competitors who steal customers and sales.
In addition, counterfeit parts undermine the trust consumers place in a business.
Bad word-of-mouth that a facility uses substandard or fake parts scares away
customers and can kill a business.
Imitation parts also usually are less reliable, so they need to be replaced
more often, tying up technicians and service bays. Counterfeit parts can cause
mechanical problems and system breakdowns, as well as put people at risk for
serious injury or death.
Finally, in the same way shoplifters end up costing honest customers more
money at the checkout line, counterfeiting can result in more costly parts for
honest service providers because of lost revenue.
we have seized nearly $300 million
worth of goods since 1985, with
more than $80 million of that
since 2001.
— CLIFF COHEN, General Motors
Taking action
Sometimes, the easiest antidote to counterfeiting is common sense. If you’re
offered parts at a price that seems too good to be true, it probably is. The best
way for dealers, independent repair shops and customers to avoid getting burned
is to buy products from authorized and reputable manufacturers, distributors,
retailers and repair facilities.
Do-it-yourselfers should be leery of where they buy their parts, too. Tip: “We
don’t distribute genuine ACDelco parts at flea markets,” says Cohen.
ACDelco encourages customers who suspect a part they purchased is fake to
save the part, the packaging, the invoice and receipt and contact the GM
Global Brand Protection Team at 810.835.8014 or 313.665.6668. Those who
prefer to remain anonymous can call the GM Awareline toll-free at
800.244.3460.
On the Web, the address is ACDelcotechconnect.com, and the e-mail address
is gm_global_brand_protection@gm.com. ■
It isn’t easy to spot a fake. That’s
because the really good counterfeiters
work long and hard to fool consumers.
Here are tips to help you tell a phony
from the genuine article:
•If you’re not installing the part
yourself, ask the person who is if
you can see the part and package.
•Inspect the packaging. If it appears
flimsy, lacks the name brand or
logo or has graphics or a name
that is similar to, but not quite the
same as, those you’re used to
seeing (such as AZDelco instead
of ACDelco), it could be counter​feit.
Counterfeiters often use colors,
artwork and type fonts on their
packaging that are similar to
the original.
• A competitive market drives
variation in price among reputable
manufacturers; however, extremely
large differences in price should
make you suspicious.
• Because counterfeiters have
become very sophisticated as
technology has improved, a visual
inspection of the product may
not be enough to distinguish
genuine parts from the fake.
Insist on ACDelco parts from
authorized retailers.
acdelco.com | 800.acdelco 15
REAL RESULTS
A Heritage of
Service
Along Gordon Highway in Augusta,
Smitty’s Auto Service relies
on tss training to keep
current after more than
70 years in business
by barry kluczyk | photos by Chuck smith
16 INTUNE Issue 3 | 2008
Ga. is a local institution: Smitty’s Auto Service.
Established in 1936 by J.W. Smith, the business
started as a Sinclair gas and service station and
evolved into a service-only establishment after
Sinclair went, well, the way of the dinosaur.
Today, Smitty’s is run by Smith’s grandson,
J.W. “Chuck” Smith, with the help of his wife, Betty.
The business has been in its current location since
1967 and Chuck has been behind the counter or
under the hood of customer cars full time since 1973.
It is an ACDelco Total Service Support (TSS) affiliate.
“I grew up in the business and wouldn’t have it
any other way,” says Smith.
Of course, a family legacy of wrench turning isn’t
the only thing that’s sustained the business for seven
decades, three generations and a business location that
has evolved from primarily residential to industrial.
“People around here know us and know they can
trust us,” Smith says. “We absolutely treat people the
way we want to be treated ourselves.”
That includes accurate, done-right-the-first-time
repairs from well-trained technicians. Smith says
ACDelco’s TSS program has helped his technicians
stay abreast of the latest service trends and technology.
“TSS has been very important with our business
development and making sure we’re on top of all of
the newest information,” says Smith. “I’m not kidding
when I say ACDelco is the best partnership for a
small, independent business.”
Take air conditioning, for example: Smitty’s has
long been known for its cold-air service, installing
systems before they were widely available from the
factory, as well as repairing aftermarket and factoryinstalled systems. Smith recently sent six of the shop’s
nine technicians to a TSS air conditioning clinic.
“The guys brought back knowledge on the latest
systems and that’s going to help us give the best and
most accurate service to our customers,” he says.
Smitty’s nine technicians include Smith, and
most of the others have been with the shop for a long
time. In fact, Frank Nunley has been fixing customers’
cars at the shop since 1954, and Enrique Martinez
has been there since 1985, shortly after making his
way out of Cuba to the United States.
“The experience these guys bring is hard to find
these days,” says Smith. “But even they know the
importance of training when it comes to keeping up
with the latest changes in the industry.”
In the 70 years since Smitty’s Auto Service
opened its doors, bias-ply tires have given way to
radials, carburetors have been replaced with electronically controlled fuel injection, and automotive
nameplates such as Packard, Hudson and DeSoto
have been supplanted by the likes of Toyota, Honda
and Audi.
With the help of training through programs like
ACDelco’s TSS, Smitty’s is poised to serve customers
Smitty’s auto
service started as
a sinclair station
that provides repair
services (above).
More than 40 years
ago, the longstanding business
was featured in
a champion spark
plugs ad (left).
for the next several decades. Indeed, Chuck Smith is
planning to pass the baton to the fourth generation.
“My son, Chuck Jr., is our lead technician right
now,” he says. “He’ll take over when it’s time for me
to step aside.” n
acdelco.com | 800.acdelco 17
TSS TOOLS
Making the Most
of ACDelco’s customer retention system
by barry kluczyk
Acdelco’s customer retention System (CRS) is a
consumer program through MechanicNet Group (mechanicnet.com)
that uses a system of technologies and services to track customers
on their own terms. This is accomplished with initiatives including
service reminders, thank-you notes, promotions, recommendations,
national programs, eBay and others.
MechanicNet aggregates data from Shop Management Systems
(SMS), cleanses and normalizes the data and mines it for the most
highly likely consumers.
“It’s a very effective system that takes the burden of keeping
tabs on customers off of the shop’s shoulders,” says Steve Liao,
president of MechanicNet Group. “We also build and host a Web
site for each shop that has many vehicle owner features to keep that
consumer loyal to the shop.”
And while many shop managers have found ACDelco CRS
helpful in maintaining active relationships with customers, Liao
says some functions of the program are underutilized.
“There are many great ways to use CRS, but many participants
aren’t aware of all of the helpful facets,” he says. “Exploring all of
the options will maximize your return on investment.”
Examples of underutilized CRS features and the methods for
using them to the greatest benefit include:
• Participation in ACDelco Winning Hand. ACDelco pays
for the service and the mailing of promotional pieces for
shops to bring customers back for specific products or services,
such as car batteries or brakes. The MechanicNet’s iMarketing
technology matches a tailored message and image to a
customer’s needs, based on iMarketing’s computer modeling
of that customer vehicle’s service history. Cards and e-mails
are sent only to owners with identified needs; shops on CRS
pay nothing to participate in this program (non-CRS shops
pay a small set-up fee).
In the past three years, the ACDelco Winning Hand
consumer promotions delivered an average of 20:1 in
measurable Return On Investment (ROI), yet only 10 percent
of ACDelco shops take advantage of this proven program.
• Shop promotions. MechanicNet has pre-packaged promotions and pre-planned marketing calendars that use the
iMarketing modeling technologies at the shop level the
same way ACDelco employs it on the national level. For
example, using iMarketing modeling, a shop can run a brake
promotion only to customers likely in the market for brakes.
Setting up such a promotion takes only a phone call to
MechanicNet customer service desk (877.632.4638).
• Shop recommendations. Most shops do a good job of
inspecting a vehicle for future needs. If the shop’s recommendations are recorded in their SMS, MechanicNet will
send out a remainder mailing two weeks before the recommended service is due. For example, if a brake inspection
reveals the pads or linings will likely last for six months
before needing replacement, the technician enters the
information in the shop’s SMS and MechanicNet will
track it, sending the customer a reminder two weeks prior to
the six-month anniversary.
Unfortunately, many shops do not use this helpful service.
It only requires a call to the MechanicNet customer service
desk to activate it.
• Thank-you notes. Based on MechanicNet data, a thankyou note sent after a service event is just as likely to produce
a sale within 30 days as a service reminder sent six months
earlier. And besides thanking customers for patronage,
these simple yet effective notes also remind users about
follow-up service.
Liao says consumers who are trained against conventional
up-sell pitches are more comfortable with an invitation and
reminder to return for that service in the thank-you note
than on-the-spot pressure at the shop.
• Informing customers about “MyCar.” The MyCar
consumer invoice history archive is a powerful tool — and
one many shops are not using to their benefit. With it,
consumers log in with a personal identification and password
to see all the services performed on their car at a service
center. It helps the consumer stay loyal for three reasons:
– Warranty. Most people won’t have previous invoices
available when they have a breakdown. Knowing that a
shop is holding all the invoices and that they can get them
online at any time is valuable to prove an item is still
under warranty.
– Fleets. Smart shops are selling fleet accounts with this
tool by telling fleet managers the shop will keep their
vehicle records online as a service. This allows fleet managers
to go to a single source for all of their vehicles, so that at
the end of the year, they can quickly retrieve receipts from
one place for expense planning or tax preparation.
– Vehicle sale. When a customer is ready to sell his or her
car, its maintenance records are available online. This
fosters customer loyalty because he or she has a reliable and
immediate source for vehicle service information that is
helpful to potential buyers. ■
acdelco.com | 800.acdelco 19
Anything But
ROUTI
20 INTUNE Issue 3 | 2008
for nhra pro stock racer kurt johnson,
winning goes according to plan
ROUTINE
The national hot rod
association’s (NHRA)
Pro Stock division is arguably the most competitive
in all of motorsports, and ACDelco Chevy Cobalt
racer Kurt Johnson is in the thick of it. At every
event, approximately 25 cars vie for one of only
16 starting spots, with the slightest miscalculation
during qualifying rounds putting one of the top
drivers “on the trailer” before final eliminations.
The hard-fought battles of Pro Stock are typified by
side-by-side racing, with the difference between winning and losing often measured in ten-thousandths
of a second.
With over 15 years’ experience, Johnson is wellversed on what it takes to succeed among the
“factory hot rods” of NHRA Pro Stock. He has a
class-leading streak of 14 consecutive years with
at least one national event win and is a perennial
championship contender.
“The competition in this category is so close, so
tough that you have to have the whole package,” says
Johnson. “From picking the right lane to run in, to
making the proper calls on the tune-up, you have got
to be perfect if you want to win on Sunday, and
that’s what this ACDelco Cobalt crew aspires to be
at every stop on the circuit.”
Johnson says planning is as much a part of
winning as having the most horsepower.
“Just like any other business, you have to determine
what works for you, and come up with a plan to get
the job done,” he says. “We’ve established a routine
that has worked well for us over the years, and we
try to stick to it. Just like the race car, our goal is to
be consistent.”
“Of course, we’re always looking for ways to
make it better, and tweak it whenever necessary, but
the basic philosophy remains the same — doing it
right the first time, and being prepared for whatever
is thrown at us.”
setting up camp
The task of winning a race begins before the team
even leaves their shop in Sugar Hill, Ga. Weeks
before the start of qualifying, travel arrangements
must be made, ensuring Kurt and his team will
have ample time to get to the track by 5 p.m. on the
Thursday of the race weekend — the cut-off time set
by NHRA officials for teams parking their transporters in the pit area. (Parking is assigned by the
championship points standings.)
Crew members Justin Belfance and Jarrett
Hadorn pilot the massive, 53-foot-long race shop on
wheels, while Johnson remains at the shop until the last
minute, working on the team’s racing engines before
heading to the airport to meet up with the crew.
Soon after parking the transporter, equipment is
unloaded, including a weather station that monitors
atmospheric conditions throughout the weekend.
After the race car is unloaded, it is taken to
tech inspection to receive clearance from NHR A
officials. At the same time, Johnson evaluates the
conditions for the weekend as he works toward
determining what tune-up to use for Friday’s crucial
first qualifying session.
“As soon as the weather station is put up, we start
checking the air quality, because that determines the
amount of power we will have at our disposal during
the weekend,” he says. “I’ll also take a look at the
track, for which the temperature can vary from 60 to
140 degrees, to see how it has changed since the last
time we raced there, as well as what track preparation the NHRA may have done. From there, we can
get a pretty good idea of the chassis, gear and clutch
setups we’re going to use for Q1 on Friday.”
“Once that’s handled and the crew has their
preliminary work done, we put everything in the
trailer and head to the hotel, charging our batteries
for the long weekend ahead.”
Qualifying
With setup behind them, the ACDelco crew next
tackles what could be their toughest assignment of
the weekend — qualifying. During two days, they
will have four attempts — twice in each lane —
to make the final field of 16. Although the NHRA
has instituted some new rules in 2008 aimed at
minimizing the potential for the field being set in
one session, only the 16 quickest times will advance
to race in Sunday’s final eliminations. Unlike other
forms of racing, there are no provisional or sponsor
exceptions, so the pressure to perform is intense.
Having laid the groundwork on Thursday, the
ACDelco Cobalt crew arrives at the track early on
Friday. Once again, the process starts with a check
Story and photos by john knapp
acdelco.com | 800.acdelco 21
of the weather, which is the only variable that could
change drastically from the day before, followed by
another inspection of the track’s racing surface.
Armed with the latest data, volumes of notes and
charts are again consulted and followed by discussions between Johnson and his crew, all aimed at
determining a direction for the first run of the day.
From carburetion and gear ratios to the right-size
tires, the setup is installed and followed by a quick
warm-up period with the car raised off the ground
to ensure there are no vibrations or leaks, and that
the entire package is working perfectly.
One of the final steps the crew makes before
heading to the staging lanes is stopping by the NHRA
scales to check the car’s weight. The rules dictate a
Pro Stock car and driver must collectively weigh at
least 2,350 pounds, with the official measurement
taken immediately following every run, so the team
constantly checks to make sure their numbers coincide
with the sanctioning body’s equipment.
After the first qualifying run is completed, the
team returns to the pit area, igniting a flurry of activity.
The parachutes are repacked; the one-piece front
end is removed, with the chassis raised on hydraulic
jacks; the massive rear “slicks” are taken off, while
the carbon-f iber interior panels are removed,
allowing access to the driveshaft, transmission, bell
housing and clutch — all of which are also removed
for inspection or replacement.
At the front of the car, the 1,400-horsepower,
500-cubic-inch V-8 GM Drag Racing Competition
Engine (DRCE) also receives attention. The spark
plugs are removed and inspected and the valve covers
are removed to allow one of the crew to check valve
lash, as well as the conditions of the valve springs.
Also between rounds, the information from an
on-board data collection system is downloading in
the transporter, providing detailed information
from the last pass. The data, combined with the two
different video replays taken by the team, allow
Johnson and the crew to analyze their performance
and determine what adjustments are necessary
for improvement.
“Even though we usually have more time during
qualifying, we try to simulate the 75-minute turnaround time we face on race day,” says Johnson.
22 INTUNE Issue 3 | 2008
“While the physical work is performed on the race
car, including resurfacing the clutch, I’ll take a look
at all the information before us, including which
way the air and track conditions are going, to see
what adjustments we need to make to put a good
number on the board.”
“Every run down the track gives us valuable
information, not only on our car, but on a particular
lane. They’re all pieces of the puzzle that we hope to
put to good use on Sunday.”
Johnson and the ACDelco Cobalt crew perform
the qualifying process twice on Friday and twice
again on Saturday.
“Of course, on Saturday we also get to welcome
our ACDelco Honorary Pit Crew,” Johnson says.
“They’re usually an enthusiastic bunch, which is
pretty contagious, so we’re glad to have them
hang out with us. I’ll also take time throughout the
weekend to sign autographs for the fans — after all,
without their support, we wouldn’t be here.”
the run for the money
Qualifying for final elimination brings both relief
and a new challenge — winning the race. Competing during final eliminations is the culmination of
the three-day event, featuring a four-round, singleelimination, winner-take-all format that leaves no
room for error. Any slip or error in judgment is the
difference between loading up early and standing in
the winner’s circle.
Other than dealing with the 75-minute turnaround time dictated by the NHRA, the physical
preparation for Johnson, the crew and the race car
is much the same as it was during qualifying. The
difference, however, comes in the mental aspect,
where both driver and crew must be on their game
at all times. With more than 300 starts under his
belt, Johnson takes it all in stride.
“Sunday is the fun day for me; the hard part is
qualifying,” he says. “On race day, the only thing
that matters is getting to the finish line first four
times; trying to be better than the 15 other guys and
gals out there. After qualifying you’re supposed to
have the car set up perfectly, so most of the pressure
lies in getting that darn left foot off the clutch.”
To stay focused, Johnson has a race-day routine
that prepares him for the day’s battle.
“Every Sunday morning before drivers’ introductions I’ll spend some time in the lounge on the
practice tree [a reaction-time simulator] to stay sharp
and I’ll also make sure we have a handle on the
tune-up by taking another look at the track during
pre-race ceremonies,” he says. “Finally, the whole
team will make sure to have something to eat in the
morning and stay hydrated throughout the day,
helping us to stay focused.”
The routine performed by Johnson and the race
crew during races moves with mechanical precision,
with every member knowing his duties and the
team’s guiding objective.
“At every race we enter, our primary objective
is to leave with the winner’s trophy, the points and
the check, doing the best job we can for our sponsors
ACDelco and Chevrolet, our fans as well as
ourselves,” he says. “After all, that’s what’s in the
game plan.” ■
drag racing physics
“on race day, the only
thing that matters is
getting to the finish
line first four times.”
— Kurt johnson
It seems simple enough: When the light turns green, accelerate for a
quarter of a mile (1,320 feet) and try to get to the finish line before the
competitor beside you. The practice of drag racing, however, is much more
complicated than the seemingly simple concept. The average family car
can cover the quarter-mile in approximately 16-17 seconds, achieving a
speed of about 80 mph. Kurt Johnson’s Pro Stock Chevrolet Cobalt
eclipses the distance in 6.7 seconds at more than 200 miles per hour.
And while the 10-second difference between street cars and race cars
may not seem like much, it is a lifetime on the drag strip, where winners
are often determined by thousandths of a second. To achieve quick times,
Pro Stock race cars use 1,400-horsepower V-8 engines and 16-inch-wide
rear tires to “launch” quickly. In the time it takes a regular street car to hit
60 mph — about 8 seconds — Kurt Johnson has already blown through
the finish line and released parachutes to slow his race car. His Cobalt hits
60 mph in less than two seconds.
If you think Johnson’s Pro Stock Cobalt is quick, be sure to check
out NHRA’s Top Fuel class, where purpose-built “rail” dragsters use
supercharged, 6,000-horsepower engines to seemingly warp time and
space. They blast the quarter-mile in an astounding 4.4 seconds at about
330 mph. No kidding! ■
acdelco.com | 800.acdelco 23
Sparking a legac
ACDelco has been committed to quality parts
and services for 100 years
gacy
From some of the first spark
plugs used to power an engine to the
all-encompassing knowledge of today’s The Pros
Who Know, ACDelco has always been deeply
ingrained in automotive history.
The roots of what was to become ACDelco go
back to the early days of the automobile industry,
when innovative new products were introduced
frequently to improve on vehicles coming down the
assembly line in Detroit.
So it seems fitting that the 100th anniversary of
the parts and service powerhouse coincides with the
centennial anniversary of General Motors, the parent
company whose presence has helped ACDelco
become what it is today — and also influences
its future.
“During the past century, ACDelco has created a
lasting legacy in the automotive parts and service
business,” says Nancy McLean, director of ACDelco
Marketing for GM Service and Parts Operations.
“From the beginning, quality products and innovative thinking have made us the leader in our industry.
Our dedication to customers has always been the
cornerstone of our company and we will continue on
that path for years to come.”
Its integral part in automotive history has helped
ACDelco provide more than 100,000 products
and thousands of service centers to drivers in more
than 100 countries. And the company whose name
is synonymous with quality has no intention of
stopping there.
Making history
It all began with French bicyclist Albert Champion
(A.C.), who manufactured his own spark plugs at
the turn of the 20th century. Champion started a
business, The Champion Ignition Company, and
worked up a partnership with Buick Motor Company
in 1908. The AC Spark Plug Division was born, and
it began a long affiliation with the company that was
to become General Motors several years later.
AC Spark Plugs became well known and were
used frequently by the American public, who were
discovering the benefits of automotive travel and
began purchasing new vehicles. By 1927, AC Spark
Plugs made history as they were used in Charles
Lindbergh’s first transatlantic flight. This influenced
another pilot of the day, Amelia Earhart, to use the
spark plugs in her transatlantic flight as well.
In 1916, the basis for what ultimately became
the United Delco Division of GM began when the
United Motors Corporation (UMC) was developed
by consolidating many of the automotive accessory
manufacturers to reduce duplication of products
and services. One of these manufacturers was the
Dayton Engineering Laboratories Co., or Delco.
After many reorganizations and name changes
during the next several decades, the AC and Delco
components finally came together in 1974 as the
ACDelco Division.
GENERATING INNOVATION
ACDelco has always held a special place in the market. It is the General Motors Original Equipment
Manufacturer (OEM) brand, maintaining a clear
advantage over competitors with its engineering
capabilities for new vehicle technology.
Because of its status as a vehicle OEM, ACDelco
knows where the future lies in the industry and how
to adapt training, product development and special
programs to the current market. Installers want
high-quality products and service when working
with vehicles to prevent comebacks, and they can
count on ACDelco to continue to deliver the quality
for which they have become known.
As the times have changed, so has ACDelco,
adjusting its product line and training to the needs
of the market. Whether helping with the rebuilding
efforts following World War II or expanding its line
for eager do-it-yourselfers, ACDelco has provided
what its customers need at exactly the right time.
A major step toward achieving this was created
in 1998, when the Total Service Support (TSS) Program was introduced. The program offers qualifying
Independent Service Centers a host of benefits
ranging from technical and management training
to exclusive vendor discounts and marketing tools.
(See sidebar on page 27.)
The program has improved business for thousands of shops across the country with continuing
education, best business practices and more.
In Dothan, Ala., Gibbons Automotive Inc. has
fully embraced ACDelco and its programs, including
the TSS Program, marketing initiatives and even an
ACDelco paint scheme on the building.
Owner Joe Gibbons opened his shop eight
years ago, after working as a General Motors master
by Amy lenard
photoS by
General Motors Corp.
Used with permission, GM Media Archive
acdelco.com | 800.acdelco 25
beyond gm cars
technician since the 1970s. Because of his experience
with ACDelco quality, he uses ACDelco parts
whenever possible.
“Our focus with customers is giving them a place
they can trust and have their vehicle fixed at a fair
price,” Gibbons says. “Part of that promise is using
the best parts available and for me, that’s ACDelco.”
Seventy-five percent of Gibbons’ business is
with ACDelco and he says he wouldn’t have it any
other way.
“I’ve had a lot of salespeople come in and try
to change my mind, but I totally trust ACDelco
products and programs and I have confidence in
them every time.”
26 INTUNE Issue 3 | 2008
Another milestone in ACDelco’s road to success has
been the introduction of the All-Makes/All-Models
parts availability about six years ago.
“This new way of doing business allows our
brand to support the requirements of our installers
for multiple vehicle makes from one of the
ACDelco distributors without having to shop all
around for quality parts,” says Chris Brandt,
ACDelco advertising manager.
ACDelco is also in the midst of a new marketing
approach based on serving each local market’s
individual needs while taking advantage of its
overall global resources.
In fact, the new ACDelco 360 proposition is
based on a full circle of support, including product
offerings, a reliable distribution network, customer
programs, e-business, training, marketing and
relationships. The mission continues to focus on
offering customers access to the most committed
team in the aftermarket by making their businesses
work better all around.
By serving every local market’s needs while using
the global resources at its fingertips, ACDelco hopes
to continue its emphasis on assisting customers to
achieve success.
10 years of tss
seizing new opportunities
As the company looks forward to another century of
success in the automotive parts and service business,
the future looks bright — and expansive.
“There will be more opportunities for us in the
future as it’s a very attractive industry that continues
to grow,” says Paul Johnson, general director for
GM’s Global Independent Aftermarket. “We are
strengthening the overall brand by expanding globally
to places such as Russia, India, Brazil and China.
GM is playing in those markets and we want to be
alongside them.”
Johnson says some global markets are seeing
double-digit increases in growth while many areas
around the world are developing a middle-class
system that is purchasing more vehicles and looking
for repairs.
ACDelco began focusing its efforts in the global
marketplace around 2006 and has developed specific
marketing campaigns directed at various cultures.
Regardless of where ACDelco is touting its best
products and services — North America or in foreign
markets — ACDelco has always stood for highquality parts and services, and always will. ■
Cue the ACDelco-blue balloons —
there’s another anniversary to celebrate
this year as the Total Service Support
(TSS) Program commemorates its
10th year.
The TSS program launched in
late 1998 as a consolidation of many
individual regional assistance programs
for ACDelco’s independent service
centers. TSS Program Manager John
Putnam says the fledgling program
was an overnight success, giving new
leverage for working with ACDelco’s
benefit providers.
“There is strength in numbers,”
Putnam says. “The program was
really well received when it was first
introduced and it’s even more
successful now. We have 7,500 members and they are purchasing more
products and using more benefits
than ever.”
Since its inception, the TSS
Program has become one of the
industry’s largest and highest-quality
customer assistance programs. It’s
also the only program of its kind to
provide training to its members at no
additional cost.
During the past 10 years, the
TSS Program package has grown to
comprise over 35 benefits, including
the GM Supplier Discount, Consumer
Assurance Program, TSS Scholarship
Program, Business Management
Training and more.
Within the past five years, online
technology has become commonplace as TSS shops have incorporated
electronic parts ordering and a
Web-integrated service environment.
These changes are streamlining the
business for technicians, owners and
operators, enhancing the efficiency
of their operation.
As long as drivers keep bringing
their vehicles to independent service
centers, ACDelco will be there with
the parts, training and business
solutions shop proprietors need to
successfully service their customers.
acdelco.com | 800.acdelco 27
smart moves
For a
Good Cause
Partnering with local non-profit groups can
deliver a goodwill return on investment
28 INTUNE Issue 3 | 2008
Cause marketing is the association of a
Photos: Getty images
for-profit company with a non-profit organization
for mutually beneficial outcomes. It’s a quid-proquo relationship whereby the for-profit company
contributes time, financial support or services to
the non-profit in exchange for promotional or goodwill recognition.
Although for-profit companies have always
supported good causes championed by non-profit
entities, the concept of a company leveraging its
support for a public relations return on investment is
a more recent concept that is steadily gaining favor
with businesses.
“It’s an extremely effective method of raising
your company’s profile while providing genuine
assistance,” says David Hessekiel, president of Cause
Marketing Forum (causemarketingforum.com).
“The goodwill generated through partnering with a
charity or non-profit organization can be tremendous.”
The Statue of Liberty fund-raising initiative
sponsored by American Express® in the 1980s is often
credited as a landmark cause marketing program.
It successfully achieved goals for both sides —
the restoration group raised the money it needed
and American Express saw its business expand as a
result of the program’s positive public relations spin.
Hessekiel says that while corporate-sponsored
national programs, such as the Statue of Liberty
restoration, can be very successful on a national
level, independent businesses can achieve similarly
effective recognition locally.
“Charities and community groups are grounded
in their local communities,” he says. “People in the
community recognize companies that give back and
they remember it.”
Examples related to the automotive service
industry include:
• Holding a car show in the name of a local
charity organization with proceeds from
admittance fees or food sales going to
the group
• Shop-sponsored volunteer programs, such as
technicians contributing time toward fundraising or doing community work through a
non-profit
• Using the shop’s resources to benefit a nonprofit, such as free or low-cost repairs for
elderly or low-income community residents
• A designated day — Elm Street School
Wednesday, for example — whereby proceeds
for a service, such as oil changes, go to a local
charity or group or school
“people in the community
recognize companies that give
back and they remember it.”
— David hessekiel, president, Cause Marketing Forum
Programs do not need to be sophisticated or
elaborate to achieve excellent goals. In fact, it may
be ultimately easier and more rewarding than
participating in many smaller, unrecognized
programs. Sincerity and a belief in the cause,
however, are imperative, as is self-promotion of the
event or partnership.
“Small businesses are always being approached
for small, anonymous contributions by charities and
community groups,” says Hessekiel. “By focusing
a little more attention up front to a specific cause,
you’re more likely to see that goodwill return to
the business.”
Indeed, cause marketing may help your business
do well as a result of doing good. ■
Intune will explore
cause marketing
further in the next
issue, with a look
at an initiative
conducted through
300 participating
TSS shops in Texas
that helped raise
more than $20,000
for nine charities.
acdelco.com | 800.acdelco 29
ONE MORE THING
Building
Business Online
ACDelco’s e-commerce initiatives
outlined at eaction forum
FOR MORE
INFORMATION
ABOUT ACDelco’s
online initiatives,
contact your
e-business
coordinator
or your ACDelco
DISTRICT MANAGER.
30 INTUNE Issue 3 | 2008
days, more and more customers are logging on to
the Internet than picking up the phone. It is a
fundamental shift in behavior that is creating opportunities for distributors, but also demanding they
keep pace with the fast-changing world of Internetbased business known as e-commerce.
ACDelco online sales hit the $1 billion mark last
May — five years after the service was launched —
but more is being done to help distributors and TSS
service centers establish an online presence that
drives more customers to their shops and streamlines
parts fulfillment. The components that comprise
that mission were outlined during ACDelco’s
eAction Forum, held in May in Phoenix, Ariz.
“Through business-to-business solutions and
business-to-customer assistance, ACDelco is
committed to using the latest online tools to satisfy
the needs of customers who are coming to the Internet in ever-increasing numbers,” says Steve Sigg,
ACDelco e-business manager. “There is a proven
advantage to enabling customers to order a part
online — they are more likely to buy when they can
easily click through on their computer rather than
make several phone calls.”
Sigg says ACDelco is working to maximize
opportunities by leveraging existing programs and
experimenting with new ones, such as enabling
customers to use ACDelco.com to order parts that
are fulfilled by the nearest ACDelco outlet.
“E-commerce is the future of the business and
we’re exploring all avenues of it,” he says. “Distributors know this, too, and they’re asking for all the
help we can provide to make ACDelco the leader in
this arena.”
Several new initiatives were announced at the
eAction Forum that spoke to ACDelco’s leadership
drive. One of them included selling parts and
service online through eBay. In fact, ACDelco is
testing parts and service specials with the online
auction site in Milwaukee, Wis., and Seattle, Wash.
Customers purchased parts and services, such as a
brake job, by following the typical eBay purchase
procedures. The parts and service specials were
offered and fulfilled by TSS shops.
“We’re trying to help our customers engage their
customers at all levels,” said Sigg. “We’ll evaluate
such programs and solicit input from TSS affiliates
to make them the most effective and user-friendly.”
Online business models such as eBay and
Amazon.com also sparked interest in using the
Internet to track customer orders to anticipate
companion or follow-up orders — such as suggesting
a replacement belt to go with a new alternator or
spark plugs to go with a new set of plug wires.
Also discussed at the forum was the new eXpress
initiative. It is a program for distributors that enables
them to create a trading network with ACDelco
distributors in order to provide transparent parts
fulfillment to customers. All of the topics at the
forum were enthusiastically soaked up by the
distributors who comprised the bulk of attendees.
“They see where the online business is going
and want not only to be a part of it, but customers’
first choice when searching for parts,” Sigg says.
“They told us in Phoenix they wanted another
eAction Forum and we’re working on it.” ■
PHOTO: getty images
When it comes to ordering parts these
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