Imagine a place where you can get an oil change, have your car washed and detailed AND get a manicure, all under one roof. Sound like an urban car care myth that’s too good to be true?
There really is such a place in Calgary, Alberta. It’s called Elle Auto Care.
Elle Auto Care is a full service repair shop that opened in March 2009. The idea for an auto shop for women came to owner and founder Sylvia Novi after a particularly unpleasant trip to her car dealership.
“As a woman, the bad experience starts as soon as you enter the dealership and they try to push work on you,” says Sylvia. “You ask if this service needs to be done right now and the service guy just rolls his eyes.”
“I had a brand new car and took it in for an oil change. They changed the filter as well and managed to double the bill. When I asked ‘why did you double my bill without calling’, the service guy got angry. ‘I'll prove your filter is dirty’ he said.”
Sylvia called a friend—a man—to help her out. He managed to get the bill reduced. But for Sylvia, enough was enough.
“Someone should open a car repair shop for woman,” she said to her friend.
“That’s actually a really good idea,” he replied.
She spoke to a mechanic friend who had owned a shop for five years. He also liked the idea as 65% to 80% of his customers were women.
A few months later, in November 2008 he located an auto shop for sale. They put together a business plan and bought the shop in January 2009. After extensive renovations they were ready to open in March.
“I realized I could continue to complain, or I could do something about it,” she says. “I thought there needs to be auto service for women where they can get an explanation, knowledge and understanding. I saw an opportunity to set up a business that can be done in a good way.”
When she told her female friends about it, they suggested she offer manicures as well. Women are great at multi-tasking—they like to maximize their time and get several things done at once.
The shop has a comfortable waiting room, a children’s play area, Wi-Fi, TV, the daily newspapers and best of all, a clean bathroom! A beautician is on call, for anyone who wants a manicure while they're waiting. This has been popular with clients.
“My best selling package is an oil change, mini car detailing with a wash and vacuum, plus a manicure, all for $99,” says Sylvia.
Sylvia tells the story of one woman who came into the shop and insisted that she didn't care about all the extras. “It’s lost on me, I just want to get my car fixed,” she said. But when she came back to the shop after using the free shuttle service, she enjoyed sitting in the waiting room, reading the paper and watching TV. When she was leaving, she told Sylvia, “I really love it!” The woman understood the value of the service they provide.
While the advertising for Elle Auto is geared toward women, Sylvia is quick to point out that men are welcome too.
“Even professional men can appreciate a clean, comfy waiting room with Internet access,” she explains. “They have no interest in knowing about cars. They just want good service and don't want to be overcharged.”
Sylvia hopes that Elle Auto Care begins a trend that will transform the auto industry.
“The auto industry has to change,” says Sylvia. “People are fed up with bad service, being overcharged or taken advantage of. With the economy the way it is, big dealers need a bit of a wake up call, they have to pamper their customers.”
If women are looking for an auto repair shop where they can feel comfortable and not taken advantage of, Sylvia wants them know they can come to Elle Auto Care. It’s all about the service.
Her goal for Elle Auto Care is “...that women (and men) can enjoy the experience of having their car serviced!”
Brilliant.....there is nothing else to say..Sylvia is brilliant.
Posted by: Tanya | 05/11/2010 at 01:46 PM