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Bonus Content

Navigating Fixed Operations in 2025

As we move deeper into 2025, the automotive fixed operations landscape continues to evolve, presenting opportunities and challenges for dealership service departments. To stay ahead, fixed ops leaders must focus on new customer acquisition, operational consistency, shifting seasonal trends, and strategic marketing efforts. We sat down with TVI MarketPro3 experts Gary Stevens, Don Shaffer, Kurt Hankey, and Eric Hawkes to discuss the key factors shaping the industry this year. Bringing in New Customers: The Power of First Impressions One of the biggest priorities for fixed ops managers should be attracting new VIN (Vehicle Identification Number) customers—those who have never visited the dealership before. Gary Stevens explains, "For a fixed ops manager, one of the most important things is new VIN customers—people who have never been in your store before. I think it's… important to find marketing companies and ways to drive people that have never been… to your dealership." With independent shops aggressively targeting customers, dealerships need a strategy to draw in fresh traffic and deliver an experience that encourages loyalty. Stevens adds, "Trying to give [first-time visitors] that good customer experience while they [are] in the dealership" is what truly sets successful operations apart. The Three P’s: Personnel, Procedures, and Processes Don Shaffer emphasizes that long-term success depends on consistent internal operations and investing in the team. "If you invest in your people, they will do what you need them to do," Shaffer explains. "Owners [often] say, 'I need to make sure my customers are taken care of,' and I would say you're going one step too far. To really make sure that you're taking care of your customers, take care of your people." He also outlines the importance of the "Three P's—your personnel, your procedures, and your processes." Shaffer adds, "If you don't have those three things in place, we can bring you as many customers as possible and you're not going to be able to retain them." Shaffer also emphasizes that consistency builds comfort and trust: "When a customer comes in, they want to know what to expect... When they're all over the place and they don't feel comfortable, that builds anxiety in a customer. And when that customer has anxiety, that doesn't make them really want to return." Seasonality is Back—But with a Twist The ebb and flow of service traffic used to follow predictable seasonal patterns, but that’s changed in recent years. Eric Hawkes reflects on how pre-COVID trends have shifted: "You could always predict certain months to be your strong months and certain ones not to be as strong." However, the pandemic turned that predictability upside down: "Nobody knew what was going to happen next—not our government, much less the auto industry." Kurt Hankey agrees that while things have steadied, it's not entirely business as usual. "You either had a good month, or you had no month," Hankey said of the COVID era. "Things have smoothed out a little; traffic's increased, but those seasonal dips seem to be showing up again." He points out another important factor influencing repair orders: the return to the office. "All this return to work—these mandates—now you finally start having many people... reestablishing those old commuting patterns and more mileage. We're seeing the average mileage on repair orders increase." Hawkes confirms this, noting, "The mileage since the last service... was getting to be eight to ten thousand, where traditionally it was twelve to fifteen thousand." Marketing with Precision: Right Message, Right Time In an age of fragmented attention, strategic marketing can make or break a dealership’s ability to connect with the right customer. Hawkes says, "It's all about convenience and marketing [that] is hitting them at the right time." Traditional advertising methods cast a wide net, but Kurt Hankey explains that more precise targeting is needed now: "Get the right person at the right time and not overmarket." That means transitioning from broad-based efforts to targeted campaigns that reach customers when they’re ready to service their vehicles. He adds, "If we can capitalize on that with our marketing mechanisms, then we can easily push that extra visit per year." Key Takeaways As we progress through 2025, fixed operations leaders must stay agile and proactive. Here are the biggest takeaways from the TVI MarketPro3 team: Focus on new VIN customers to combat competition from independent shops.Invest in personnel and operational consistency to improve customer retention.Adapt to shifting seasonal trends and capitalize on increased commuting mileage.Use data-driven marketing to reach the right customers at the right time. By keeping these trends and challenges in mind, dealership service departments can set themselves up for a successful year ahead. Need help refining your strategy? TVI MarketPro3 specializes in custom-tailored marketing solutions that drive measurable results for fixed ops departments nationwide. Reach out to learn how we can help your dealership thrive in 2025 and beyond.

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