Pep Boys promote DIY/DIFM speed shops via TV show sponsorship

Pep Boys is spicing up its relatively recent retail and wholesale sales presence within the specialty equipment marketplace by sponsoring a new “West Coast Customs” television show airing Sunday nights on the Fox Sports Network.

Leveraging an anticipated nationwide audience of some 70 million weekly viewers, an actual Pep Boys Speed Shop has been installed inside the West Coast Customs facility to directly source parts for the on-camera exotic and entertaining automotive builds conducted by Ryan Friedlinghaus and his crew.

Headquartered in Corona, Calif., West Coast Customs, also known as WCC, was established by Friedlinghaus in 1993. It has since grown to become an international franchiser with locations in Russia, Mexico, Germany, Japan and Malaysia. Additional expansion efforts are being pursued, including branded licensing arrangements with manufacturers and other aftermarket businesses.

And while WCC is not seeking franchisees in the U.S., it does utilize American sales agents who are assigned exclusive territories.

As the longest-running custom car-building enterprise on television, Friedlinghaus’ small screen talents first hit the airways a decade ago on MTV’s “Pimp my Ride.” Billed as “the premiere high-end modification shop that can transform any vehicle into a work of art,” WCC became known for “extreme vehicles, outrageous features and next-level designs” via a series of additional in-shop appearances on The Learning Channel’s “Street Customs” and “Street Customs Berlin.”

The new show on Fox is scheduled to make its debut early this year. In addition to Pep Boys, other sponsors include Continental Tire, BASF, Oracle Lighting, Avery Dennison, Praxair, EverCoat and Kaeser Compressors.

In December a line of West Coast Customs-branded merchandise was introduced into the 100-plus Pep Boys Speed Shop locations to take advantage of the holiday shopping season. Products include interior and exterior accessories along with audio components, according to Chuck Rigby, Pep’s vice president of merchandising.

Calling the outlets a “key differentiator” between Pep and its industry competitors, Rigby describes the stores as combining an “old-time feel of traditional speed shops with the latest in performance products and accessories,” noting that they are staffed with “dedicated experts” intent on providing do-it-yourself enthusiasts and do-it-for-me custom houses “with all they need in performance for their rides – from muscle cars and hot rods to sport compacts, imports, trucks and off-roaders.”

The typical size of a Pep speed shop varies from 1,500 square feet to 2,000 square feet, although some locations, such as the inaugural outlet opened on Los Angeles’ Washington Boulevard in 2009, top out at 5,500 square feet. “Our larger format stores enable us to invest in the space required to install a first-class brick and mortar location,” says Rigby, adding that the décor, layout and product array “speak to the enthusiast-based customer” while also serving DIFM shops via Pep’s wholesale operations and online purchasing programs.

The specialized staffing aspect is a significant attribute, according to Rigby.

‘Great conversations’

“Good people with slick sleds, that’s what it is all about,” remarks Brandon Dyster, manager of a Pep speed shop in Colorado Springs. “I have a passion for automobiles of all types,” he says, noting his fondness for drag racing and building project vehicles ranging from rock crawlers to muscle cars. “I love the automotive community and pride myself in being an active part in keeping it alive and respectable.”

“My father had his own shop while I was growing up, so I learned specific things from him,” recounts José “Junior” Sigala, who went on to become manager of a speed shop along the famed Pacific Coast Highway in Long Beach, Calif. “I’ve gone through not just selling parts, but also being in the shop and running it for Pep Boys,” says Sigala. “I have a good amount of knowledge and will help you on any task you are working on.”

As a nine-year veteran of the company, Chad Riley has worked in each of the store-related departments throughout the chain, rising to become a speed shop manager in Fredericksburg, Va. “I never quit trying to find my customers what they need for the right price and in a timely fashion,” he says.

At the Pep Boys Speed Shop on East Speedway Boulevard in Tucson, “you’ll find me having great conversations with my customers about their cars,” echoes Anthony Bowen, manager of the Arizona outlet.

A ‘Road Ahead’

In Southern California and the Tampa, Fla. area, Pep is rolling out a “Road Ahead” format involving redesigned Supercenters and Service & Tire Centers with exteriors that feature a more modern appearance through stone masonry and hardwood accents adorning the building along with improved signage.

The sleek interiors boast similar elements with an eye-catching color scheme and an easy-to-navigate open floor plan that showcases both the retail and service components, according to President and CEO Mike Odell. “Customers can now comfortably move about the store taking in everything there is to offer, from motor oil to iPod accessories.”

An enhanced lounge area for customers waiting for service offers “aesthetics and amenities on-par with many high-end dealerships, including charging stations and free high-speed Wi-Fi access,” he says.

Initial financial figures regarding the Road Ahead format are “ahead of original projections,” says Odell. “And while it has only been a few weeks, we are very encouraged by Tampa’s results,” he reports.

“Not only does this new approach allow us to better serve our customers, it will also help reshape how people think and feel about auto repair,” Odell observes. “Our customers’ lives are very busy, and they are counting on their cars to get them from point A to all their point Bs,” he points out, adding that “while monitoring results,” 20 Supercenters in three smaller markets are slated for Road Ahead conversions during the first half of this year.

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