About two years ago at the IFA Convention held in Las Vegas (which is the same venue city that hosted the convention this year last month), Franchise Direct caught up with Honest-1 Auto Care’s CFE & VP of Franchise Development Chip Baranowski. At that time, he indicated a significant trend that’s not only affecting how the brand handles customer service but also how the brand approaches leadership.
“About 66 percent of the customers that are walking into the shops today are female and [are] really demanding that they have a place to go that they can feel comfortable with the whole transaction.”
These stats, if they’ve changed much at all since 2013, have likely only seen an uptick for Honest-1 Auto Care. Is it any surprise considering the role that women play in society and in the daily affairs of managing the needs of their household?
As the automobile becomes more woven into the fabric of daily living for families across the country, automotive franchise businesses are taking note of how to successfully handle daily operations at nationwide locations to best accommodate their customers, including the particular needs of female customers.
Considering this shift, Rissy Sutherland has a valuable perspective to contribute and doubly so with her longtime track record working close to automotive repair within the family business that she grew up on. She’s now held the COO position with Honest-1 for seven years, continually leading the brand in its day to day operations out of its Arizona-based headquarters. She too validates the trend of women heading into auto shops to deal with car repairs in place of what used to be a mostly male customer base.
In an interview released last month with The Post and Courier, a South Carolina based newspaper (which also happens to be Sutherland’s home state) she says: “We (in the automotive business) used to have a mostly male customer base. Today, it’s mostly females who are taking care of the auto services.”
What makes the Honest-1 Auto Care network so appealing for the many women seeking reliable auto care can at least partially be linked to the layout of each location. An emphasis on comfort and cleanliness, not to mention modern amenities from an internet café to a child’s play area, is an integral part of location design. Additionally, the brand offers a Worry-free Driving Nationwide Warranty that covers customers on qualifying services and repairs at any location for 36 months or 36K miles with a 365 day a year 24/7 hotline to help drivers at the Honest-1 location nearest them.