Automotive News Canada - February 2020 - v2 - F16

FIXED OPS JOURNAL

PROFIT BUILDER

CARE CORRECTION

Honda dealer's fleeting perk is now a long-haul benefit

T

Danielle Szatkowski
foj@autonews.com

he beginning of the last decade was a
trying time for Adam Silverleib's family dealership, but the challenge of being
a single-point dealer in a congested
market also became an opportunity to rise.
To stand out from their competitors, the thirdgeneration dealer and his father, Ira, launched
SilkoCare in 2010. The bundle of services was
created to show current and potential customers
the value of purchasing vehicles at Silko Honda
as opposed to one of the eight competing Honda
dealerships within a 40-minute drive from their
Raynham, Mass., store just south of Boston.
The SilkoCare program included free maintenance for the first two years or 25,000 miles
of ownership, discounted oil changes after
two years, unlimited free car washes and a

lifetime powertrain warranty.
Building a service brand around three generations of Silverleibs treating customers like
family paid off for Silko Honda. Silverleib says
customer retention rates increased in the service department over the years, but the longterm effect forced him to go back to the drawing board to adjust the service program.
"People were coming in and getting their
free service, but the first time they were hit
with the option to pay for their service was at
30,000 miles," Silverleib told Fixed Ops Journal. "Two years of 25,000 miles worth of service at 5,000-mile intervals was great service,
but after their fifth free service provided under
[SilkoCare] they had to pay $350 to service
their vehicle."
see SILKO, Page 18

Adam Silverleib, here with daughter Abby,
says the dealership's service package helps
make customers feel "like they're our family."

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PAGE 16

FEBRUARY 2020

2/6/20 5:38 PM


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Automotive News Canada - February 2020 - v2

Table of Contents for the Digital Edition of Automotive News Canada - February 2020 - v2

Automotive News Canada - February 2020 - v2 - Intro
Automotive News Canada - February 2020 - v2 - 1
Automotive News Canada - February 2020 - v2 - 2
Automotive News Canada - February 2020 - v2 - 3
Automotive News Canada - February 2020 - v2 - 4
Automotive News Canada - February 2020 - v2 - 5
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Automotive News Canada - February 2020 - v2 - 27
Automotive News Canada - February 2020 - v2 - 28
Automotive News Canada - February 2020 - v2 - F1
Automotive News Canada - February 2020 - v2 - F2
Automotive News Canada - February 2020 - v2 - F3
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Automotive News Canada - February 2020 - v2 - F5
Automotive News Canada - February 2020 - v2 - F6
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Automotive News Canada - February 2020 - v2 - F14
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Automotive News Canada - February 2020 - v2 - F16
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Automotive News Canada - February 2020 - v2 - F32
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