(Printed in the Journal of The Alliance of Automotive Service Providers, AASP) 

Have you ever read something in print which upset you so quickly that you felt your face turn flush? Well, get ready, because you're about to experience that again.

Recently we sold one of our customers a 2002 Honda Civic Coupe. Just prior to delivery I was making my routine double check of the car to make sure all was in order: Service completed, lube sticker in place, clock set, fuel level check, radio code unlock, check for owners manuals, etc. When I double checked the glove box, something odd caught my eye. Under the owners manual was a light blue colored, 13 page booklet. The cover of the booklet was titled: "What You Should Know About Maintaining Your Honda." Since I had never seen this before, I decided to flip through it. As I read page one, I started to get concerned. By the time I got to page three, I was down right angry. Although disguised as a seemingly innocent little book, once opened, it unleashed a torrent of skepticism against the knowledge and skill level of independent repairers. Let me quote some of the exact items in this booklet so you can get a feel as to what I mean:

"Why should you service your vehicle at our Honda dealership?
Because we'll fix it right! You won't need to be concerned about the "ifs" and you can get these clear advantages: We know your vehicle better than anyone else does: Only dealership staff can get current training from American Honda, and our skilled technicians keep up with the training as new models are released. Only dealerships get the up-to-date technical resources for the model and year of your vehicle: service publications (manuals, service bulletins, and technical newsletters), special tools, computerized diagnostic information, and technical assistance by phone directly from American Honda technical specialists. We work on all Hondas - all models, years, and mileages - so we're experts. We use Genuine Honda parts and offer competitive prices: We use high-quality Genuine Honda parts, so you know they'll fit right, function properly, and last a long time . . . We regularly compare our prices with independent and chain store service outlets to make sure that our prices are competitive . . . Why shouldn't you service your vehicle at a non-Honda shop? Because you can't be sure it will be fixed right, and you need to be concerned about these "ifs": If the work being done isn't what American Honda actually requires for the model and year of your vehicle, then you can't really compare its value and price with the same work done by a Honda dealership. If the non-Honda shop is using Genuine Honda parts, then they're buying them at marked-up prices from a Honda dealer anyway. If they aren't using Genuine Honda parts, then those parts may jeopardize related warranty coverage (while your vehicle is still under warranty), and those parts may reduce the reliability of the repair or maintenance. If they say their mechanics are properly trained, ask how long ago was the training? Are they keeping up with the rapidly changing technology of Honda vehicles? If they aren't familiar with the latest recall, products update, and product improvement campaigns, they may not do the required work and you may not receive free warranty work you may be entitled to."

I am still speechless as I reread these statements. Can you picture me being angry and upset after reading this once? How do you feel about it? Now, try reading it again.

This type of "fear tactic" marketing is designed to plant both fear and doubt in the car owner's mind. Some Honda dealers have even incorporated this text into their web sites. Just type one of above statements into any Internet search engine. You will see that it is still being promoted. Now, as for who's at fault. The back cover of the book has a line that states: "1997 American Honda Motor Co., Inc." I didn't realize we've been getting bashed for six years now. Honestly, I cannot fault the Honda dealers themselves. The Copyright stamp on the booklet clearly shows this is a Honda Corporate publication, not something drummed up by a lone rogue dealer.  Regardless, it is not right. Who inside Corporate Honda conceived this, and why?

Let's just clear the air on some of the topics while were knee deep in this.

"Only dealerships get the up-to-date technical resources for the model and year of your vehicle: service publications (manuals, service bulletins, and technical newsletters), special tools, computerized diagnostic information, and technical assistance by phone directly from American Honda technical specialists." Independent repair facilities have access to the Honda service manuals and service bulletins. Its called a subscription to Alldata or Mitchell On-Demand. We get technical assistance from Honda specialists too. How about the 20 and 30 year veteran Honda technicians that we all talk to at our Technical Hotline? What about all the Honda specialists we converse with on IATN? (www.iatn.com)

"We regularly compare our prices with independent and chain store service outlets to make sure that our prices are competitive." If the non-Honda shop is using Genuine Honda parts, then they're buying them at marked-up prices from a Honda dealer anyway." That's an interesting one. What about all the Honda dealers that are using an internal Matrix Mark-Up Table? Everyone in our industry knows that dealers can use this table to add a significant increase above the Honda list price when they install those parts on their own customer's vehicles. You know they're not comparing those prices. I guess they forgot about that darn Matrix.

"If they aren't using Genuine Honda parts, then those parts may jeopardize related warranty coverage (while your vehicle is still under warranty), and those parts may reduce the reliability of the repair or maintenance." Sure, there are cases when we use Honda parts and cases when we use aftermarket parts. Years before Honda announced the recall for the front balancer shaft oil seal leak, we were installing an aftermarket seal retainer during timing belt replacements. Honda didn't even manufacture a retainer then! I wonder how many Honda engine failures were prevented by savvy independent service technicians that installed this aftermarket part.


"If they say their mechanics are properly trained, ask how long ago was the training? Are they keeping up with the rapidly changing technology of Honda vehicles? If they aren't familiar with the latest recall, products update, and product improvement campaigns, they may not do the required work and you may not receive free warranty work you may be entitled to." Hmm, when was the last time you saw a local Honda technician at a Dan Marinucci Training Class? You know, that import guru that just happens to be a senior import writer for Motor Magazine. He doesn't come cheap, then again, those that take the time to attend his classes aren't exactly skimping on training. I've met some of the best driveability technicians in the North East at those classes. As far as: "Not receiving the free warranty work you may be entitled to." Good luck if you can get it done. Recently, I questioned a Honda service advisor as to why a certain item on a late model Odyssey was not covered under the 3/36 bumper to bumper warranty. The reply? "Come on now, you know there's no such thing as a bumper to bumper warranty". The vehicle owner was not very happy when I relayed that message.

The 2000 U.S. Census Bureau reports show that there are just over 128,000 total independent automotive repair shops in this country. That figure does not even include the service shops of other non-Honda new car dealers. Does Honda realize the amount of perspective new car customers we advise on a day to day basis? Do they think this is going to help the relationship between us and their dealers? It's funny to see all the Honda Corporate parts advertisements in national automotive trade magazines. The ads are aimed at the independent repair shop and they want us to purchase Honda parts. Problem is, their own internal bureaucratic gridlock is preventing their left hand from knowing what the right hand is doing.

What if non-Honda shops created a little handout book to give to Honda owners advising them of reasons why they should not service their car at the dealership? Perhaps that would be the appropriate response to this situation. I could put in quite a few reasons in that little book too. I suppose stooping to that level would not be the right thing to do. My hope is that more voices will speak out against this type of marketing. I also hope that in the future, manufacturers, dealers and independent technicians can all strive to work more collectively. Competition can be a good thing when not aimed at trying to mislead the consumer.