Automotive News - October 16, 2017 - Supplement - S12

12 | OCTOBER 16, 2017
H E N D R I C K K I A O F C O N C O R D, C O N C O R D, N . C .

Driving class engages customers
B.R.A.K.E.S. raises
awareness of safety,
dealership's vehicles
Printed in Automotive News Feb. 6, 2017

David Undercoffler
undercoffler@crain.com

art defensive driving course, part
unofficial r&d lab, part business opportunity.
There's really no downside to the
B.R.A.K.E.S. program at Hendrick Kia of Concord, in North Carolina, as Service Manager
Karri Carbon sees it.
B.R.A.K.E.S. stands for Be Responsible and
Keep Everyone Safe. It's a nonprofit organization founded in 2008 by former National Hot
Rod Association drag racer Doug Herbert,
PHOTOS BY KAHN MEDIA
who had just lost his sons Jon and James in a
car crash. He started the nonprofit to train
teen drivers - and their parents - about safe
and defensive driving.
Since then, the B.R.A.K.E.S. program has
trained some 22,000 teen drivers, according
to the organization. It has held classes in 20
states and attracted students from 43 states
and three countries. The classes are free,
though parents must pay a refundable $99
deposit to ensure attendance.
The program features collision avoidance
and slalom exercises, skid avoidance,
dropped-wheel exercises and distractThe B.R.A.K.E.S. program has trained 22,000 teenage drivers through classes in 20 states. It
ed-driving demonstrations.
includes collision avoidance, skid avoidance and distracted-driving demonstrations.
In 2012, Kia partnered with B.R.A.K.E.S. to
dles all service and warranty issues on the
"It's an awesome product because you've
become its official presenting and vehicle
Kias used by the teens (the cars aren't modigot the parents and the kids involved at the
sponsor, with 22 vehicles each for fleets on
fied from their factory specifications).
same time," Carbon told Automotive News.
the East and West coasts.
Because the vehicles are put through rigor"They're able to check out and engage and
Hendrick Kia is part of the 12-state Henous duty cycles, the B.R.A.K.E.S. program aldrive the product."
drick Automotive Group, which ranks
so serves as a de facto r&d lab for Kia and
Hendrick makes sure to have disNo. 6 on Automotive News' list of the
Hendrick's service department.
play vehicles and product specialtop 150 dealership groups based
Hendrick Kia
"You see problems quicker," Carbon said.
ists on-site for the classes to
in the U.S., with retail sales of
uses a teen driving
"These cars are put in abnormal situations on
preach about the Kia product to
116,831 new vehicles in 2015.
program to increase
a consistent basis."
people who might not have othHendrick Kia sold 727 new and
business and to
She cited things such as brake fluid and
erwise considered the brand.
902 used vehicles in 2016.
learn about Kia
suspensions as key areas that see the most
This kind of exposure has
The dealership is just over a
vehicles' service
wear.
translated directly into sales for
mile away from one of
needs.
Service opportunities aside, the best part of
the Hendrick store, Carbon said.
B.R.A.K.E.S.' training sites in Conthe program for Carbon is knowing that kids
The access is a two-way street:
cord, a Charlotte suburb, and it has
in her area are learning safer driving habits.
Hendrick makes a point of telling its
been involved in the program for the past
Plus, the kids clearly have fun with the cars.
new-car buyers with teen drivers in the housetwo and a half years.
Said Carbon: "I wish I had the opportunity
hold about the nearby B.R.A.K.E.S. program.
The partnership has brought both business
to be involved in something like this as a
The partnership also means direct business
and awareness to Kia and the Hendrick locachild." a
for Carbon's service department, which hantion, Carbon said.

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