Dealer Larry Taylor sees service as his Field of Dreams.
"Build it and they will come," says Taylor, 64, owner of Beau Townsend Ford-Lincoln in Vandalia, Ohio, near Dayton.
Taylor indeed did build it. He saw opportunity for more service business after four nearby Ford Motor Co. dealerships closed.
Last year he added 18 service bays. He has added eight service technicians since 2010, six of whom specialize in diesel repairs. And for the first time in 36 years of ownership, he is spending hefty amounts -- up to $15,000 a month -- on TV spots to promote his service business.
The result: Taylor has taken his monthly service revenue from $700,000 last year to about $1.2 million this year. In 2010 the dealership serviced an average of 1,058 vehicles per month; in 2011, that rose to 1,711.
"It's working. As long as I'm getting people in here," says Taylor, whose dealership sells about 3,000 new and used vehicles annually. "It's mainly capacity. We've been asking for the business and promoting it."