A suburban St. Louis Toyota dealership is turning freebies into profit.
Jay Wolfe Toyota of West County in Ballwin, Mo., offers new-vehicle customers free oil changes and tire rotations for two years beyond the manufacturer-provided maintenance program. The store also offers free paintless dent removal, tire and wheel repair and windshield repair for the first year of ownership.
The extended coverage is an expense, said Johnnie Andrawos, the dealership's managing partner. But the investment yields returns.
The program "kills three birds with one stone," Andrawos said.
"It gives me a niche and makes us competitive against other dealerships," he said. "It really helps with negotiations on the front end. And it helps the finance department in some upsales of products."
The Jay Wolfe Advantage program, since it began in late 2014, has boosted service visits and revenue and has helped drive customer loyalty and new-vehicle sales, Andrawos said.