Editorial

Cashing in on the $250 billion automotive aftermarket

Moran Automotive Franchises

You don’t have to have been born with a socket wrench in your hand to be interested in the auto aftermarket. This is a $250 billion a year industry that just keeps on growing. Moran Industries of Midlothian, IL has developed a group of related Franchises geared to helping the would-be entrepreneur obtain a generous share of the aftermarket business.

Moran Industries, currently helmed by founder Dennis Moran’s daughter, Barbara Moran, purchased Mr. Transmission in 1990.

While working to improve and build the brand, they also added Dr. Nicks Transmission, Multistate Transmission, Atlas Transmission, Milex Tune Up and Brake and Alta Mere (window tinting and security systems).

Moran, who grew up in the auto industry and is a former franchisee in the chain, has put her mark on the business after taking on the presidency after her father retired. “Some of our franchisees were wary of a woman president of a traditionally male-dominated industry,” says Moran. “I had to prove I knew what I was talking about to gain their respect.”

Today the automotive customer base is about 50 percent female, so having women involved can only be a good thing, right?

“Auto repair shops are often very intimidating for women customers,” says Moran, “and we really need to change that. We focus on customer service. We have an 800 customer service support line and we keep track of all customer relations issues.” In addition, franchisees are monitored through the local BBB and are eligible for an Award of Excellence, determined by their effectiveness in customer relations.

Training and franchisee support
Moran Industries does have women Franchise owners and Moran hopes that even more women will consider the automotive industry and the opportunities it offers.

According to Moran, the most important attribute for someone considering Buying a Franchise is a strong work ethic and the ability to lead. “Both a business background and management experience would be pluses,” says Moran, “but are not a requirement for a future franchisee. We teach these aspects of the business in training.”

Field training is done with an established franchisee, either at the corporate location or at an area close to the new franchisees. A very successful program at Moran is to connect a new franchisee with a top, experienced franchise, in a mentoring program. It not only helps the new owner learn the ropes more quickly, says Moran, but it builds camaraderie.

“I believe that, if you want to be successful, you should surround yourself with successful people,” adds Moran.

“Our philosophy, our mission and our goals are all about providing support to our franchisees and to our customers,” says Moran. “We offer more support to our franchisees than our competitors and we focus on their bottom line, their profit. That’s why we have multiple business opportunities, which they could own individually or bring into one concept.”

A typical transmission shop may have six or seven employees. Moran Industries provides technical support on two levels. One department supports the technicians, not only by being available to answer questions on parts, diagnostics, etc., but also to test and work on all new cars, gathering information before a new model ever comes into a shop.

A second tech department works to make sure every franchisee’s computer is running correctly.

A time for growth
Mr. Transmission, which has been around for about 47 years, had approximately 50 locations when purchased by Moran Industries. They now have 147 locations. Overall, the number of franchisees system wide, which now include Milex Tune Up and Brake, Alta Mere Window Tinting and Auto Alarms as well as Mr. Transmission, has more than doubled in the last 14 years to 190.

Need vs. want
Moran Industries’ companies fall into two different categories: the need and the want.

If you want your car to move you need a working transmission. If you want your car to stop, you need working brakes. Moran Industries strives to provide places where broken cars can become whole again, not only for the safety of the driver, but for everyone on the road.

But, there’s more to doing a good job than safety. A customer who brings in a car for a new transmission is not happy, says Moran. He’s inconvenienced and doesn’t want to take the time or money required to fix the problem.

“In this situation we really work with the customer to turn a negative into a positive by providing timely service at a fair price,” says Moran. “Superior customer service can make all the difference.”

“We have a definite plan for future growth,” says Moran. “We will be focusing on multi-unit development, area development, and co-branding where several of our concepts could share a location.”

Acquisition is another area for expansion of the company and selling single unit franchises is still an important growth area. Currently in over 18 states, Moran is looking to continue opening stores around the country.

Then there’s the Alta Mere concept. This falls into the want category, as in I want cool pin striping for my car and I’m willing to pay for it.

Alta Mere is a retail concept that provides window tinting and alarm systems – and much more. Do you want a new stereo and sound system? They do that. How about bug shields, custom graphics and spoilers? They do that too. Remote keyless entry and remote engine start? Yes and yes.

Alta Mere will also install video systems including monitors, TVs, VCRs, DVD players and video games! Imagine taking a road trip with your children who are quietly playing video games (using headphones) on units neatly tucked into the back of the front seat head rests. Crank up the tunes on your new stereo system and enjoy the comfort provided by your tinted windows. Now you’ve got a road trip!

Want to be a Moran franchisee?
Being your own boss is an exciting prospect and Moran promises that their franchisees are part of a wonderful team. With brand awareness, co-branding opportunities, area development programs and multiple center fee discounts, you may find Moran Industries has just what it takes to put you in charge of your future.