Quick Lane revenues are likely to move well past $600 million in 2011compared with $550 million in 2010.
After a 25 percent jump in revenue in 2010, Ford Motor Co. expects to increase its Quick Lane store count and revenue by double-digit percentages next year.
Quick Lane, a network of quick-service shops owned and operated by Ford dealers, is on track for sales of just over $550 million in 2010, said Don Cape, Ford's Quick Lane national sales manager. Same-store sales increased by 13 percent during the year, but an influx of new shops coming online boosted the network's overall sales by 25 percent.
Including 12 stores scheduled to open Jan. 10, dealers will have launched 110 stores in the last 15 months. That will give Ford about 600 total Quick Lane shops. In 2011, Ford aims to open another 102 stores.
Most of the new Quick Lanes are large stores in metro areas. Many have five or more service bays, Cape said.
“It really begins to elevate our numbers because the stores are doing well,” he said.
Quick Lane revenues are likely to move well past $600 million in 2011, Cape said. Ford is targeting as much as a 10 percent increase in same-store sales. There's no specific goal for the network's overall sales gain. But with the planned new stores, Cape said he expects the overall sales increase to come in around 20 percent.
Interior renovation
Another initiative planned for 2011 is an interior renovation for older Quick Lane shops that may be looking dated. Ford plans to roll out more details about the renovation program in February at the National Automobile Dealers Association convention in San Francisco. Cape said dealers can select from “good, better, best” options. They may be able to use co-op money they have earned to pay for the improvements, he said.
Those improvements could be as simple as putting Quick Lane's signature orange and blue colors on the wall with inexpensive graphics, Cape said. Dealers also are being urged to upgrade reception areas by making them more sales-focused with merchandise displays and demonstration areas.
“One of the initiatives in 2011 is for every single Quick Lane to have a tire wall,” Cape said.
Tire business
The tire displays can vary in size and complexity, but Ford wants its Quick Lane dealers to take advantage of a category that is growing rapidly. Quick Lane stores sold more than 1 million tires in 2010, the most ever, and up 40 percent from a year ago.
Tires now account for nearly 20 percent of the Quick Lane network's total sales, Cape said.
Doing well in the tire business drives more profitable work.
“How are you going to inspect the brakes if you don't get the wheels off?” Cape said. “Tire (sales) don't generate the richest (profit) margins, but it leads to additional sales because you're into other components of the vehicles where there are healthy margins.”
Quick Lane, a network of quick-service shops owned and operated by Ford dealers, is on track for sales of just over $550 million in 2010, said Don Cape, Ford's Quick Lane national sales manager. Same-store sales increased by 13 percent during the year, but an influx of new shops coming online boosted the network's overall sales by 25 percent.
Including 12 stores scheduled to open Jan. 10, dealers will have launched 110 stores in the last 15 months. That will give Ford about 600 total Quick Lane shops. In 2011, Ford aims to open another 102 stores.
Most of the new Quick Lanes are large stores in metro areas. Many have five or more service bays, Cape said.
“It really begins to elevate our numbers because the stores are doing well,” he said.
Quick Lane revenues are likely to move well past $600 million in 2011, Cape said. Ford is targeting as much as a 10 percent increase in same-store sales. There's no specific goal for the network's overall sales gain. But with the planned new stores, Cape said he expects the overall sales increase to come in around 20 percent.
Interior renovation
Another initiative planned for 2011 is an interior renovation for older Quick Lane shops that may be looking dated. Ford plans to roll out more details about the renovation program in February at the National Automobile Dealers Association convention in San Francisco. Cape said dealers can select from “good, better, best” options. They may be able to use co-op money they have earned to pay for the improvements, he said.
Those improvements could be as simple as putting Quick Lane's signature orange and blue colors on the wall with inexpensive graphics, Cape said. Dealers also are being urged to upgrade reception areas by making them more sales-focused with merchandise displays and demonstration areas.
“One of the initiatives in 2011 is for every single Quick Lane to have a tire wall,” Cape said.
Tire business
The tire displays can vary in size and complexity, but Ford wants its Quick Lane dealers to take advantage of a category that is growing rapidly. Quick Lane stores sold more than 1 million tires in 2010, the most ever, and up 40 percent from a year ago.
Tires now account for nearly 20 percent of the Quick Lane network's total sales, Cape said.
Doing well in the tire business drives more profitable work.
“How are you going to inspect the brakes if you don't get the wheels off?” Cape said. “Tire (sales) don't generate the richest (profit) margins, but it leads to additional sales because you're into other components of the vehicles where there are healthy margins.”
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