2012
Where, How & Why Your Customers Buy A supplement to
P A R T S 2012 Survey
Technician
Repair
Automotive
Professional
CONTENTS Air & Oil Filters A/C Compressors Batteries Belts & Hoses Brake Friction Catalytic Converters Chassis Parts
2 4 6 8 10 12 14
Clutch Kits Condensers/Radiators Coolant System Fix Fuel Pumps Hand Cleaner Gaskets Motor Oil O2 Sensors
16 18 20 22 24 26 28 30
Shocks & Struts Spark Plugs Starters & Alternators Timing Belts TPMS Wheel Hub Bearings Wiper Blades
Copyright 2012, Babcox Media, Inc. COUNTERMAN is published monthly by Babcox Media, Inc., 3550 Embassy Pkwy., Akron, OH 44333.
32 34 36 38 40 42 44
Sales Key:
Where, How & Why They Buy
Twelve years ago, Counterman began surveying repair shops and technicians annually to determine where, how and why they source specific automotive parts and products. The resulting data has been published every Fall in The Professional Automotive Repair Technician Survey (P.A.R.T.S.). Counterman surveyed 150 technicians for this year’s study.
Number of Jobs
Stocking Trends
This data reflects the average number of jobs repair shops perform on a monthly basis for each product category.
This number shows the percentage of repair shops that actually stock this product on-site.
Number of Sources This data reveals how many sources the average repair shop uses for a particular product category.
Who’s the Primary Source? Repair shops source product from many entities — jobbers, retailers, WDs, etc. This data details exactly where shops source a given part or product.
Sourcing Criteria Buying Criteria Shops buy products for specific reasons. This shows what those criteria are: price, store recommendation, brand preference, etc.
PUBLISHER Scott Shriber 330-670-1234, Ext. 229 sshriber@babcox.com E D I TO R I A L Mark Phillips Editor 330-670-1234, Ext. 299 mphillips@babcox.com Amy Antenora Managing Editor 330-670-1234, Ext. 220 aantenora@babcox.com
Analysis & Conclusions Counterman editors have analyzed the data and come up with some conclusions about the buying habits of repair shops. See what the trends are and how this information can benefit your business.
Shops choose a particular source for a variety of reasons. This data reveals what those criteria are: quality of sales reps, fast delivery, availability, etc.
BABCOX RESEARCH Bob Roberts Market Research Manager 330-670-1234, Ext. 252 broberts@babcox.com
C I R C U L AT I O N S E R V I C E S Brad Mitchell, Director of eMedia & Audience Development 330-670-1234, Ext. 277 bmitchell@babcox.com
GRAPHIC DESIGN Lisa DiPaolo Graphic Designer 330-670-1234, Ext. 281 ldipaolo@babcox.com
Pat Robinson, Circulation Manager 330-670-1234, Ext. 276 probinson@babcox.com
ADVERTISING SERVICES Tina Purnell Advertising Services Manager 330-670-1234, Ext. 243 tpurnell@babcox.com
Ellen Mays, Circulation Specialist 330-670-1234, Ext. 275 emays@babcox.com
C O R P O R AT E Bill Babcox, President Greg Cira, V.P., Chief Financial Officer, Secretary Jeff Stankard, V.P. Beth Sheetz, Controller IN MEMORIUM Edward S. Babcox (1885-1970) Founder Tom B. Babcox (1919-1995) Chairman
Oil & Air Filters
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
30
Shops That Stock This Part
89%
What is a shop’s primary source? 10%
20%
30%
50%
Retailer
10%
60%
Fastest Delivery
Other
8%
Liberal Returns Policy
40%
50%
34% 30%
It’s the Only Source
4% 8%
30%
29%
It’s Always Available
20%
Expediter
20%
Best Sales Reps
16%
WD Direct
2.6
Why is that primary source a shop’s first call?
44%
Jobber
Car Dealership
40%
Average Number of Sources
5% 2% 2012 Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand
I Only Use the Brand I Trust
2 P.A.R.T.S 2012
30%
40%
50%
60%
70%
80%
90%
Ninety-five percent of shops surveyed change oil and air filters and having plenty in stock is important to technicians. Trust handily beats out the other criteria for how technicians choose a particular brand.
12%
It’s the Lowest Price I’ll Use Whatever is Available
20%
14%
Oil and air filters are neck and neck with oil itself as having the highest number of jobs per month (median) at 30.
5%
69%
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A/C Compressors
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
3
Shops That Stock This Part
14%
What is a shop’s primary source? 10%
20%
30%
Expediter Other
10%
60%
20%
30%
37% 44% 34% 33%
It’s Always Available
3% 10%
It’s the Only Source
5% 4%
Liberal Returns Policy
7%
50%
17%
Best Sales Reps
24% 20%
40%
26%
Fastest Delivery
14% 10%
WD Direct Car Dealership
50%
3
Why is that primary source a shop’s first call?
47% 42%
Jobber Retailer
40%
Average Number of Sources
2% 2% 2% 4%
14%
2011
2012
Results
Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand
6% 6%
I’ll Use Whatever is Available
1% 6%
4 P.A.R.T.S 2012
30%
40%
50%
60%
70%
80%
90%
When Counterman surveyed technicians back in 2007, brand preference came in at 60 percent. Clearly, five years later, it’s become more important than ever. Brand recognition among technicians in this category has become paramount.
19% 14%
It’s the Lowest Price
I Only Use the Brand I Trust
20%
And, jobbers are increasingly looked to as distributors of A/C compressors.
74% 73%
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Batteries
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
5
Shops That Stock This Part
77%
What is a shop’s primary source? 10%
20%
30%
50%
10%
60%
9% 13% 34% 33%
40%
It’s Always Available
34% 35%
It’s the Only Source
Expediter
0% 3%
Liberal Returns Policy
50%
22% 21% 35% 34%
1% 5%
14% 17%
30%
Best Sales Reps
Car Dealership
Other
20%
Fastest Delivery
29%
WD Direct
1.9
Why is that primary source a shop’s first call?
43%
Jobber Retailer
40%
Average Number of Sources
3% 8% 6% 2% 2011
2012
Results
Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand It’s the Lowest Price I’ll Use Whatever is Available I Only Use the Brand I Trust
6 P.A.R.T.S 2012
20%
30%
40%
50%
60%
70%
80%
90%
Ninety-four percent of shops surveyed by Counterman magazine replace batteries.
13% 12%
Brand recognition is enormous in the battery category. Only a few other categories rank this high. Those are Spark Plugs (86 percent) and Shocks & Struts (86 percent). Timing Belts and Chassis Parts also came in at 83 percent.
5% 2% 3% 3% 80% 83%
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Belts & Hoses
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
6
Shops That Stock This Part
47%
What is a shop’s primary source? 10%
20%
30%
40%
50%
10%
60%
15% 19%
Best Sales Reps
WD Direct
15% 19%
It’s Always Available
1% 4%
Expediter
5% 6%
Other
6% 6%
20%
30%
40%
50%
32% 29%
Fastest Delivery
Retailer
Car Dealership
3
Why is that primary source a shop’s first call?
59% 46%
Jobber
Average Number of Sources
34% 34% 33% 33%
It’s the Only Source
1% 2%
Liberal Returns Policy
1% 2% 2011
2012
Results
Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand It’s the Lowest Price I’ll Use Whatever is Available I Only Use the Brand I Trust
8 P.A.R.T.S 2012
20%
30%
40%
50%
60%
70%
80%
90%
Belts and hoses, being common repair items, are stocked fairly well at the shop level, as far as fast-moving SKUs are concerned.
13% 13% 4% 5% 3% 1% 81% 81%
Jobbers by far are seen as the biggest source in this category. As the number of SKUs has increased in this category, however, shops cannot stock each and every belt and hose. This is why a source’s ability to have the parts in stock, fast delivery and competent counter professionals are paramount.
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Brake Friction
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
18
Shops That Stock This Part
41%
What is a shop’s primary source? 10%
20%
30%
40%
Retailer WD Direct
Expediter Other
3.3
Why is that primary source a shop’s first call? 10%
60%
48% 49%
Jobber
Car Dealership
50%
Average Number of Sources
20%
30%
40%
24%
Fastest Delivery
34%
17% 16%
Best Sales Reps
36% 30%
21% 16%
It’s Always Available
36% 31%
5% 4%
It’s the Only Source
5% 10%
2% 2%
Liberal Returns Policy
4% 5%
50%
3% 3% 2011
2012
Results
Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand It’s the Lowest Price I’ll Use Whatever is Available I Only Use the Brand I Trust
10 P.A.R.T.S 2012
20%
30%
40%
50%
60%
70%
80%
90%
Brand is the name of the game in brake friction. Technicians, sensitive to brake comebacks, tend to stick with brands they know.
16% 9% 3% 4%
With 99 percent of shops doing friction installation, it’s imperative that the right friction is available when it’s needed.
0% 1% 81% 86%
Only a few categories score higher in regard to jobbers being the most frequent source of friction.
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Catalytic Converters
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
2
Shops That Stock This Part
18%
What is a shop’s primary source? 10%
20%
30%
10%
60%
Fastest Delivery
30%
40%
Car Dealership
41% 32%
It’s the Only Source
16%
Liberal Returns Policy
6%
50%
14%
It’s Always Available
28%
12% 1%
11%
Other
20%
Best Sales Reps
4%
WD Direct
Expediter
50%
2.7
Why is that primary source a shop’s first call?
35%
Jobber Retailer
40%
Average Number of Sources
2012 Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand It’s the Lowest Price I’ll Use Whatever is Available I Only Use the Brand I Trust
12 P.A.R.T.S 2012
20%
30%
40%
50%
60%
70%
80%
90%
The catalytic converter is likely one of the most important emission control devices on a vehicle. Its purpose is to clean up pollutants in exhaust.
13%
10%
Most late-model OBD II converters should last upward of 150,000 miles under normal driving situations. However, eventually, they will fail.
4%
73%
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Chassis Parts Median Number of Jobs Per Month Requiring This:
Sourcing Criteria
10
Shops That Stock This Part
22%
What is a shop’s primary source? 10%
20%
30%
20%
30%
37% 31% 35% 35%
It’s Always Available It’s the Only Source
5% 10%
2% 1%
Liberal Returns Policy
6% 6%
50%
30%
Best Sales Reps
2% 3%
40%
22%
Fastest Delivery
22% 17%
WD Direct
Other
10%
60%
14% 13%
Retailer
Expediter
50%
3.1
Why is that primary source a shop’s first call?
52% 51%
Jobber
Car Dealership
40%
Average Number of Sources
3% 3% 2011
2012
Results
Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand It’s the Lowest Price I’ll Use Whatever is Available I Only Use the Brand I Trust
14 P.A.R.T.S 2012
20%
30%
40%
50%
60%
70%
80%
90%
Like many categories, brand is tops in chassis parts. A large number of chassis parts such as ball joints and steering components come from jobbers, however WDs and retailers also are big sources.
16% 9% 4% 7% 1% 1% 79% 83%
Availability is key as to why a certain source is chosen over another. A knowlegeable staff, deep inventory and fast delivery are key in this category.
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Clutch Kits
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
1
Shops That Stock This Part
6%
What is a shop’s primary source? 10%
20%
30%
50%
10%
60%
It’s the Only Source
6% 12%
Other
11% 12%
Liberal Returns Policy
40%
50%
41% 30% 38% 39%
It’s Always Available
8% 2%
Expediter
30%
26%
Best Sales Reps
17% 15%
WD Direct
20%
17%
Fastest Delivery
14% 14%
Retailer
2.2
Why is that primary source a shop’s first call?
44% 45%
Jobber
Car Dealership
40%
Average Number of Sources
0% 2% 5% 3% 2011
2012
Results
Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand It’s the Lowest Price I’ll Use Whatever is Available I Only Use the Brand I Trust
16 P.A.R.T.S 2012
20%
30%
40%
50%
60%
70%
80%
90%
A low percentage of shops stock clutch kits, which is correlated to a low median number of jobs performed monthly.
15% 13% 7% 6%
However, when they’re needed, they’re needed and availability, fast delivery and a knowledgeable counter staff are tops.
1% 1% 77% 80%
This category has one of the lowest number of sources for shops, meaning once they choose a source, they tend to stick with it.
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Condensers & Radiators
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
3
Shops That Stock This Part
7%
What is a shop’s primary source? 10%
20%
30%
Retailer
10%
60%
Fastest Delivery
30%
Liberal Returns Policy
9%
50%
37%
It’s the Only Source
3%
40%
30%
It’s Always Available
24%
3% 2%
14%
Other
20%
28%
Best Sales Reps
15%
WD Direct
Expediter
50%
2.7
Why is that primary source a shop’s first call?
35%
Jobber
Car Dealership
40%
Average Number of Sources
2012 Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand It’s the Lowest Price I’ll Use Whatever is Available I Only Use the Brand I Trust
18 P.A.R.T.S 2012
20%
30%
40%
50%
60%
70%
80%
90%
Radiator repairs are expensive and it has become more popular to just replace them. Aftermarket replacement radiators are available in a wide variety of materials, designs and sizes.
15%
9%
Some replacement radiators provide improved cooling performance with additional rows of tubes, added thickness and/or a more efficient design.
7%
69%
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Coolant System Fix
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
5
48%
Shops That Stock This Part
What is a shop’s primary source? 10%
20%
30%
Retailer
10%
60%
Fastest Delivery
30%
Liberal Returns Policy
5%
50%
39%
It’s the Only Source
2%
40%
28%
It’s Always Available
15%
7% 1%
14%
Other
20%
25%
Best Sales Reps
20%
WD Direct
Expediter
50%
2.6
Why is that primary source a shop’s first call?
44%
Jobber
Car Dealership
40%
Average Number of Sources
2012 Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand
7%
It’s the Lowest Price
9%
I’ll Use Whatever is Available I Only Use the Brand I Trust
20 P.A.R.T.S 2012
20%
30%
40%
50%
60%
70%
80%
90%
Counterman research shows that a full 91 percent of shops perform coolant system repairs. While about half of the shops report having parts on-hand to do them, availability is key to these jobs. Brand awareness and trust are very high in this category, and jobbers have a commanding lead as providers of coolant system fix.
9%
75%
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Fuel Pumps
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
3
Shops That Stock This Part
14%
What is a shop’s primary source? 10%
20%
30%
40%
50%
Retailer
10%
60%
Fastest Delivery
20%
30%
40%
39%
It’s Always Available
17%
50%
24%
Best Sales Reps
14%
WD Direct
3
Why is that primary source a shop’s first call?
50%
Jobber
Average Number of Sources
33%
Car Dealership
7%
It’s the Only Source
2%
Expediter
7%
Liberal Returns Policy
2%
Other
5%
2012 Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand
2%
I’ll Use Whatever is Available
2%
22 P.A.R.T.S 2012
30%
40%
50%
60%
70%
80%
90%
A higher percentage of shops are stocking fuel pumps than in years past, however, technicians still rely on distribution to get the parts they need.
15%
It’s the Lowest Price
I Only Use the Brand I Trust
20%
81%
Some replacement pumps may not look exactly the same as the original. That’s because some fuel pump suppliers have replaced older designs with newer, more efficient designs to consolidate SKUs. The appearance doesn’t matter as long as the replacement pump meets the vehicle manufacturer’s pressure and flow specifications. www.counterman.com
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Hand Cleaner
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
N/A
Shops That Stock This Part
N/A
What is a shop’s primary source? 10%
20%
Retailer
50%
10%
60%
Fastest Delivery
20%
40%
36%
It’s the Only Source
0%
Liberal Returns Policy
3%
50%
31%
It’s Always Available
23%
17% 2%
41%
Other
30%
14%
Best Sales Reps
8%
WD Direct
Expediter
40%
1.5
Why is that primary source a shop’s first call?
25%
Jobber
Car Dealership
30%
Average Number of Sources
2012 Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand It’s the Lowest Price I’ll Use Whatever is Available I Only Use the Brand I Trust
24 P.A.R.T.S 2012
20%
30%
40%
50%
60%
70%
80%
90%
Technicians need a good, heavyduty hand cleaner to get rid of the grease and soil that goes hand-in-hand working in the automotive aftermarket repair world.
17%
6%
Technicians are very brand conscious in sourcing hand cleaner and use a small number of sources to acquire it. Here is a category where jobbers, retailers and WDs stand to make inroads.
4%
73%
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Gaskets
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
4
Shops That Stock This Part
17%
What is a shop’s primary source? 10%
20%
30%
40%
50%
10%
60%
Fastest Delivery
Retailer
16%
Best Sales Reps
WD Direct
16%
It’s Always Available
Car Dealership Expediter
5%
Other
4%
Liberal Returns Policy
20%
30%
40%
50%
23% 40% 32%
It’s the Only Source
7%
2.9
Why is that primary source a shop’s first call?
52%
Jobber
Average Number of Sources
3% 2% 2012 Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand It’s the Lowest Price I’ll Use Whatever is Available I Only Use the Brand I Trust
26 P.A.R.T.S 2012
20%
30%
40%
50%
60%
70%
80%
90%
A relatively small percentage of shops stock gaskets on-site.
18%
Replacing a head gasket entails a considerable amount of labor. It’s probably no surprise that technicians say a good sales and counter staff are integral in making the decision in this category.
4%
2%
76%
Shops trust the source to choose the brand they install more so in gaskets than in any other category Counterman magazine surveyed this year.
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Motor Oil
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
30
Shops That Stock This Part
91%
What is a shop’s primary source? 10%
20%
30%
40%
50%
10%
60%
35% 35%
30%
40%
35% 32% 40% 36%
It’s Always Available
Car Dealership
2% 1%
It’s the Only Source
Expediter
1% 1%
Liberal Returns Policy
24% 25%
50%
18% 21%
Best Sales Reps
WD Direct
Other
20%
Fastest Delivery
13% 13%
Retailer
2.4
Why is that primary source a shop’s first call?
27% 25%
Jobber
Average Number of Sources
5% 9% 2% 2% 2011
2012
Results
Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
20%
I Trust My Source to Choose the Brand
12% 8%
It’s the Lowest Price
8% 12%
I’ll Use Whatever is Available I Only Use the Brand I Trust
28 P.A.R.T.S 2012
30%
40%
50%
60%
70%
80%
90%
Brand trust is huge with motor oil and as Counterman has surveyed technicians on this category throughout the past several years, it’s only gotten more so. WDs shine in the motor oil category, as it’s the biggest source of motor oil to shops.
5% 1% 76% 79%
Availability, speed of delivery and having the best sales and counter staff are big reasons a particular source is chosen over another.
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Oxygen Sensors
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
4
21%
Shops That Stock This Part
What is a shop’s primary source? 10%
20%
30%
20%
30%
40%
20% 38% 35%
Best Sales Reps
33%
It’s Always Available
6% 6%
It’s the Only Source
6% 8%
Liberal Returns Policy
4% 3%
50%
27%
Fastest Delivery
17% 18%
WD Direct
Other
10%
60%
14% 13%
Retailer
Expediter
50%
2.9
Why is that primary source a shop’s first call?
53% 52%
Jobber
Car Dealership
40%
Average Number of Sources
41% 1% 3% 1% 1% 2011
2012
Results
Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand It’s the Lowest Price I’ll Use Whatever is Available I Only Use the Brand I Trust
30 P.A.R.T.S 2012
20%
30%
40%
50%
60%
70%
80%
90%
Brand trust and recognition are highly important in the oxygen sensor category.
16% 17% 6% 4% 1% 0% 77% 79%
Most late-model vehicles do not have a recommended replacement interval for oxygen sensors, though some oxygen sensor manufacturers do say that replacing O2 sensors at high mileage is a good way to assure peak performance and fuel economy.
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Shocks & Struts
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
4
Shops That Stock This Part
11%
What is a shop’s primary source? 10%
20%
30%
40%
50%
Why is that primary source a shop’s first call? 10%
60%
50% 46%
Jobber
16% 20%
Best Sales Reps
WD Direct
19% 17%
It’s Always Available
Expediter Other
4% 2%
20%
It’s the Only Source
6% 10%
40%
50%
29% 39% 32% 34% 36% 0% 1%
Liberal Returns Policy
6% 5%
30%
22%
Fastest Delivery
Retailer
Car Dealership
2.6
Average Number of Sources
4% 2% 2011
2012
Results
Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand It’s the Lowest Price I’ll Use Whatever is Available I Only Use the Brand I Trust
32 P.A.R.T.S 2012
20%
30%
40%
50%
60%
70%
80%
90%
Pre-assembled or pre-loaded struts have become very popular over the past few years as they contain all-new components in an all-in-one package. This not only makes repairs faster but ensures all parts that need to be replaced are.
14% 7% 6% 5% 4% 2%
Technicians are very brandconscious and brand-aware in this category.
76% 86%
Jobbers are frequently the source for these components, which ensure a safe and comfortable ride. www.counterman.com
www.counterman.com/ASAP for reader service
Spark Plugs
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
6
Shops That Stock This Part
39%
What is a shop’s primary source? 10%
20%
30%
40%
50%
2.8
Why is that primary source a shop’s first call? 10%
60%
50% 47%
Jobber
Average Number of Sources
20%
30%
40%
23%
Fastest Delivery
35%
Retailer
13% 21%
Best Sales Reps
38% 32%
WD Direct
21% 13%
It’s Always Available
37% 31%
Car Dealership Expediter Other
6% 5%
It’s the Only Source
6% 10%
0% 0%
Liberal Returns Policy
4% 4%
50%
2% 2% 2011
2012
Results
Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand It’s the Lowest Price I’ll Use Whatever is Available I Only Use the Brand I Trust
34 P.A.R.T.S 2012
20%
30%
40%
50%
60%
70%
80%
90%
Spark plugs are lasting longer than ever, but at some point, they still need to be replaced.
13% 7%
Ninety-four percent of shops surveyed say they install spark sparks.
6% 5% 1% 2% 80% 86%
Spark plugs is one of the categories where brand trust and awareness is highest among technicians and is the reason they choose a particular brand.
www.counterman.com
www.counterman.com/ASAP for reader service
Starters & Alternators
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
4
Shops That Stock This Part
15%
What is a shop’s primary source? 10%
20%
30%
Retailer WD Direct
Expediter Other
50%
10%
60%
Best Sales Reps
21% 16%
It’s Always Available It’s the Only Source
2% 7%
Liberal Returns Policy
8% 9%
20%
30%
40%
50%
27%
Fastest Delivery
16% 18%
0% 4%
3
Why is that primary source a shop’s first call?
52% 46%
Jobber
Car Dealership
40%
Average Number of Sources
20% 40% 37% 30% 36% 3% 2% 1% 5% 2011
2012
Results
Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand It’s the Lowest Price I’ll Use Whatever is Available I Only Use the Brand I Trust
36 P.A.R.T.S 2012
20%
30%
40%
50%
60%
70%
80%
90%
There is strong brand loyalty in choosing starters and alternators.
16% 11%
Rotating electrical parts such as starters and alternators often have to be replaced on older, high-mileage vehicles.
4% 5%
When a new or remanufactured alternator is installed on a highmileage vehicle, recommend a new drive belt, too.
2% 2% 78% 82%
www.counterman.com
www.counterman.com/ASAP for reader service
Timing Belts
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
3
Shops That Stock This Part
17%
What is a shop’s primary source? 10%
20%
30%
40%
50%
10%
60%
Fastest Delivery
Retailer
15%
Best Sales Reps
WD Direct
14%
It’s Always Available
Car Dealership Expediter Other
Liberal Returns Policy
7%
20%
30%
40%
50%
20% 41% 36%
It’s the Only Source
11%
2.7
Why is that primary source a shop’s first call?
47%
Jobber
Average Number of Sources
3% 0%
6%
2012 Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand It’s the Lowest Price I’ll Use Whatever is Available I Only Use the Brand I Trust
38 P.A.R.T.S 2012
20%
30%
40%
50%
60%
70%
80%
90%
Many vehicles will require a timing belt replacement at the 100,000- to 120,000-mile interval.
13%
3%
Timing belt sales can be excellent opportunities for selling related parts.
1%
83%
In surveying technicians in this category, we found technicians tend to be very brand-loyal and jobbers to be a frequent source for timing belts.
www.counterman.com
www.counterman.com/ASAP for reader service
TPMS
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
2
Shops That Stock This Part
39%
What is a shop’s primary source? 10%
20%
30%
40%
50%
2.4
Why is that primary source a shop’s first call? 10%
60%
Fastest Delivery
36%
Jobber
Average Number of Sources
20%
30%
12%
Best Sales Reps
30%
WD Direct
12%
It’s Always Available
30%
Expediter
It’s the Only Source
19%
9%
Liberal Returns Policy
4%
4%
17%
Other
50%
27%
Retailer
Car Dealership
40%
2012 Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand It’s the Lowest Price I’ll Use Whatever is Available I Only Use the Brand I Trust
40 P.A.R.T.S 2012
20%
30%
40%
50%
60%
70%
80%
90%
As Counterman has reported, more than 68 million vehicles on the road today have direct TPMS systems.
13%
3%
With the average age of a vehicle on the road lasting more than 10 years, a vehicle with four TPMS sensors will have all of its TPMS sensors replaced during the life of the vehicle.
10%
74%
www.counterman.com
www.counterman.com/ASAP for reader service
Wheel Hub Bearings
Sourcing Criteria
Median Number of Jobs Per Month Requiring This:
5
Shops That Stock This Part
18%
What is a shop’s primary source? 10%
20%
30%
Retailer
Other
10%
60%
Fastest Delivery
20%
30%
40%
31%
It’s Always Available
17%
It’s the Only Source
4%
35% 1%
Liberal Returns Policy
9%
50%
30%
Best Sales Reps
15%
WD Direct
Expediter
50%
2.8
Why is that primary source a shop’s first call?
50%
Jobber
Car Dealership
40%
Average Number of Sources
3%
5%
2012 Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
I Trust My Source to Choose the Brand It’s the Lowest Price I’ll Use Whatever is Available I Only Use the Brand I Trust
42 P.A.R.T.S 2012
20%
30%
40%
50%
60%
70%
80%
90%
The wheel bearings on most latemodel front-wheel drive (FWD) and rear-wheel drive (RWD) cars and trucks are part of a sealed hub assembly or are inside a sealed cartridge mounted in the steering knuckle. Unlike the serviceable wheel bearings in older vehicles that could be removed, cleaned and inspected, most wheel bearings today are sealed for life.
10%
7%
1%
82%
Jobbers tend to be the go-to source for bearings, as our research shows. Technicians are very brand-conscious about wheel bearings. www.counterman.com
www.counterman.com/ASAP for reader service
Wiper Blades Median Number of Jobs Per Month Requiring This:
Sourcing Criteria
10
Shops That Stock This Part
80%
What is a shop’s primary source? 10%
20%
30%
20%
1% 4%
34% 33%
It’s Always Available
33% 32%
Liberal Returns Policy
12% 10%
40%
Best Sales Reps
50%
3% 5%
It’s the Only Source
3% 8%
30%
28% 28%
Fastest Delivery
18% 22%
WD Direct
Other
10%
60%
16% 17%
Retailer
Expediter
50%
2.2
Why is that primary source a shop’s first call?
50% 39%
Jobber
Car Dealership
40%
Average Number of Sources
2% 2% 2011
2012
Results
Results
Brand Criteria & Analysis
Since results have been rounded, not all totals will equal 100 percent.
How do technicians choose the brand they install? 10%
20%
I Trust My Source to Choose the Brand
14% 12%
It’s the Lowest Price
8% 14%
I’ll Use Whatever is Available I Only Use the Brand I Trust
44 P.A.R.T.S 2012
30%
40%
50%
60%
70%
80%
90%
Most wiper blade suppliers today have a broad product line that includes a range of traditional frame-style blades with various price points and features and a range of beam-style blades also with various price points and features. Many also offer special blades for rear wipers on hatchbacks, minivans, CUVs and SUVs and winter blades.
9% 8% 69% 66%
Even though 80 percent of shops surveyed stock wiper blades, technicians still cite availability of them as high on their list. www.counterman.com
www.counterman.com/ASAP for reader service
www.counterman.com/ASAP for reader service