Editor's Report

Motor, May 2004 by Lypen, John

You talkin' to me? Your customers might not realize that their vehicles are constantly 'talking' to them. Here's how to become their hero by showing them how to 'listen.'

There are two vehicles in the Lypen household: a trustworthy four-door sedan I use for my daily commute to the office and my wife's minivan. Like most late-model vehicles, the minivans got plenty of bells and whistles whose functionality, in my opinion, ranges from useless to indispensable. Topping my list of useless items are the Radio Data System (RDS) feature of the stereo system and the keyless entry pad on the drivers door. I know they're there, I know how to work them, but they seem pointless.

As modern-day cars are loaded up with all sorts of convenience gadgets, it gets easier for motorists to become overwhelmed and ignore the ones they consider frivolous. Problem is, it also becomes more likely they'll overlook the ones that are there to help them keep the car in top operating condition.

Our minivan, for example, is equipped with a low-tire warning system and an electronic message center diat's capable of running a series of systems checks. I consider both of these to be extremely valuable, yet I'd venture to guess that only a small percentage of people who own a similar model know diese features exist, that a fraction of them actually know how to use them and that a still smaller number actually do use them.

When we took delivery of the minivan a few years ago, I distinctly remember asking our salesman if he could explain the tire pressure warning system to us. At least he was honest enough to say he had no idea how it worked. It was up to me to take die initiative to pick up the owner's manual and learn how the system functioned.

Similarly, I never would have known that the message center could run a 30-second check on various fluid levels, oil life and all of the external lamp bulbs if I didn't take the time to figure it out on my own. (Okay, in a concession to frivolousness, the system does tell me whether or not all the doors are closed-something I could probably figure out without a computer.)

Obviously, not all of the vehicles your eustomers drive are equipped with these types of systems, but all do have the ability to communicate vital information to their owners in different ways. Here are a few suggestions for you to help your customers learn to "listen" to their cars:

Check Engine/Malfunction Indicator Lamps. This is the most misunderstood lamp on dashboards today. Refer to the article "Making Your Customers see the Light," in our july 2001 issue, and "How Not to Get MIL-Stoned" (April 2004) for specific tips on communicating the function of the MIL to your customers.

Electronic Message Centers. Like the one in our minivan, these come in various configurations. Invest the time to learn as much as possible about these systems-even if only on the most popular models-and talk to your customers about them. Do they know it's there? Do they know how to use it? Do they use it? Take a minute or two to teach them the essentials of the system, and refer them to the owners manual for more details.

Dash Gauges and "Idiot" Lights. On vehicles that are equipped with gauges only, remind car owners that they need to keep an eye on the gauge readings and not assume that a warning light will come on when there's a problem.

Gas Mileage. Not all cars can calculate gas mileage, but doing so manually isn't exactly rocket science. Ask your customers if they know how to monitor their gas mileage, and whether or not they actually do. Help them understand that any significant decrease in fuel economy can be a warning sign of a problem that should be checked out by a professional.

Cars didn't stop talking to their drivers with the demise of those annoying electronic voice warning systems back in the '80s. In fact, today's vehicles are more "chatty" than ever, and in most cases, the "conversations" are quite meaningful.

You should help your customers learn to "listen" to their cars and decipher the important information they're broadcasting. By doing so, you'll become your customers' hero, and will encourage their repeat business to your shop.

John Lypen

jlypen@motor.com