Most companies celebrate anniversaries based only on past accomplishments. Not American Car Care Centers, whose February dealer meeting celebrated its future while giving a nod to its history.
ACCC treated 802 dealer attendees – representing some 294 businesses – to an incentive trip to the Aventura Spa Palace in the heart of Mexico’s Riviera Maya.
Len Lewin, ACCC president and CEO, who has been at the helm for the past 15 years, got right into it by taking attendees for a look at what ACCC has accomplished in its 20-year history, from its original three member distributors in 1989 to its more than 1,100 retail locations today.
Jeremy and Len Lewin announce the winners of one of the daily prizes, which ranged from $100 cash to Porsche driving school classes.
In more recent times, he pointed out, some of ACCC’s largest growth came in 2001-05 when it added Summit Tire of Massachuesetts, Englewood Tire, South Dade Automotive and American Tire Distributors to the ranks of member distributors, added Yokohama Tire Corp. as a supplier, and signed a supply agreement with Continental Tire North America. In 2007, ACCC reached a landmark when it purchased its 50 millionth tire from Michelin North America.
In looking back over the last 20 years, Lewin noted that ACCC has supported its members with 49 proprietary national programs, countless national promotions, and nearly $10 million in AmeriCash payments to its dealers. Dealers, in turn, sold some 211 million tires, transacting more than $31 billion in tire sales.
“The last 20 years has been fantastic and one heck of a reason to celebrate as we continue to focus on the next 20 years,” Lewin said. “Imagine, all of this was started by three distributors. Just think what we can accomplish together as we move forward.”
As it opens its next decade, ACCC is embarking upon a reimagining campaign and helping ACCC dealers benefit from e-commerce.
Pat Hietpas, senior vice president of distribution for member distributor USAutoForce and the current ACCC chairman, put it succinctly when he told Tire Review that, “The pillars (private brand tire line, credit card, national tire warranty and national service warranty) of the ACCC program are stronger than they’ve ever been. Independent dealers can benefit enormously from the programs ACCC offers, especially in this current economic environment. And let’s not forget the support of some great tire brands from Michelin, Continental and Yokohama.”
Eric Lauck, director of purchasing for Terry’s Tire Town in Alliance, Ohio, browses the exhibits at the trade fair at the start of ACCC’s dealer meeting.
Attention turned the from 5-9 Lewin to a 7-4 keynote speaker and ex-mechanic and tire buster turned NBA All-Star Mark Eaton. The now-retired Utah Jazz great told dealers that it takes the effort of the entire team to produce winning results.
Now a motivational speaker, Eaton offered his strategies, life lessons and actionable ideas that dealers could put to use in building a winning tire team.
ACCC Marketing Director Jeremy Lewin then opened the doors on the marketing and reimaging programs ACCC is already implementing. A major component of ACCC’s 2009 promotional efforts centers around its role as a sponsor of Children’s Miracle Network and its ACCCelerating Miracles retail promotion.
As Jeremy Lewin explained, “the involvement with CMN is part of ACCC’s marketing effort for dealers within their community that addresses ‘cause marketing,’ an extremely effective approach to growing marketshare in a down economy.” The program – Mar. 20-May 20 – allows ACCC and its dealers to grow business by associating with a major national charitable effort. “And the beauty of this charity is that the dollars raised by ACCC dealers stay right in the community where the dealers do business so customers can see their contributions at work.”
Jeremy Lewin, director of marketing, presents the all-new ACCC TireTouch showroom kiosk, an interactive system for consumers to get information about ACCC tires.
ACCC’s “Retail Revolution,” as Jeremy Lewin defined it, largely surrounds a re-imaging campaign to enhance the consumer image of ACCC dealers and boost the high-tech capability of its dealers. “This re-imaging is what will help our dealers move forward in current and future business environments,” he said. “We are excited and dealers tell us they are excited, as well.”
The re-imaging includes upgrades to store signage and showrooms, all-new in-store displays, and redesigned POS materials. One of the main components of the technology approach is ACCC’s TireTouch showroom kiosk, a touch-screen interactive system that allows consumers to research different ACCC tires, learn about proper tire care and set future appointments. In addition, the system also allows for looped video for dealer or ACCC messages, and helps dealers deliver in-store, on-demand training for their employees.
The system was designed by In-Store Experience and offers a customized monitor panel, shopper interface options, and media and sound controls. “This system allows us to take back some of the tire sales that have been lost to the Internet, by giving customers who desire face-to-face service and the benefits of online research and shopping a convenient answer right at the tire dealer location.”
Closing out the multi-day dealer meeting was ACCC’s gala dinner, where one of the most spectacular aspects of this year’s event took place. As Len Lewin thanked the dealers for their support, he announced that the ACCCelerating Miracles program was off to a solid start as a few dealers had already placed early commitments and contributed funds to the program. Industry pride and civic duty took over as one by one, dealers and ACCC suppliers alike began offering individual contributions. Within 20 minutes, $51,000 had been raised for CMN, proving that if compassion, commitment and passion have anything to do with success, ACCC’s future looks bright.
Len Lewin with his wife, Janice, at the gala dinner.
