Netflix’s ‘Tires’ is a step backward for automotive industry
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Worn-out preconceived notions about car dealerships and auto shops continue to taint public perception of the automotive industry, this time through Netflix’s new series “Tires.” The show revs up the old engine of stereotypes, reinforcing a narrow and often negative portrayal of the auto service and parts industry that does little to reflect its modern complexity and innovation.
The reality is that the auto service and parts industry is making critical steps forward, now defining itself by offering state of the art facilities, cutting-edge innovation, a customer-first experience, a commitment to sustainability, higher safety standards and sought-after careers.
Comedic intention aside, the show revolves around an unqualified heir attempting to turn around his family-owned auto shop, each episode punctuated by stereotypes our industry climbs an uphill battle to fight: upselling and taking advantage of customers, using foul language, creating an uncomfortable environment for women, employing unprofessional salespeople, and offering a dirty, dingy waiting area – just to name a few. Some have compared the show to “The Office,” saying the humor and hyperbole in this work space make it entertaining—the show was renewed for another season before it even premiered—and clearly people are watching. My goal is not to judge whether or not the show is funny, but rather to shine a light on how a prevalent pop culture hit can and does influence public perception of an industry.
While there are undoubtedly bad actors in the industry, as a whole there has never been a stronger commitment to creating a safe, welcoming, educational experience for the customer. At our dealerships, we go even further to provide a welcoming and comfortable environment for guests, including golf simulators, work-out areas, movie theaters, children’s indoor playgrounds, free snacks and refreshments, and more—all in an effort to supply modern-day amenities while helping bolster the reputation of the industry overall.
My mission as CEO of Rohrman Automotive Group is to build on the 60-year legacy created by my grandfather, Bob Rohrman, while reimagining the experience for our employees and customers alike. As a third-generation family business leader, I am proud to build a culture that is supportive, inclusive and innovative. I also understand the importance of continuing to offer what worked in our earlier days while evolving to meet the demands and expectations of today’s consumers—60% of whom service their vehicles where they buy their tires.
Back in the day, the primary focus of dealerships was selling new cars—hence where our industry’s unfortunate stereotypes likely originated. Today, cars are built to last, maintaining longer drivability and reliability than ever before (the average car on the road today is 12 years old) thanks to advancements in engineering and technology. This means customers are required to service aging vehicles more often than new cars, which is why we are committed to building relationships during this service period and dismantling decades of preconceived notions about what the customer/service representative relationship looks like.
Our intention is to ensure you feel safe and comfortable in your vehicle for as long as it lasts while also offering the best pricing and convenience for maintenance in a one-stop-shop for customers. However, despite dealerships’ best efforts, we still see nationally 70% of every car driven being serviced in an independent shop—with only 30% returning to the dealership where they bought their vehicle for maintenance across the industry, according to Cox Automotive research. There is work to be done to close this gap and educate consumers about the long-term benefits of returning to their original dealership for service.
The auto industry is working to transform its reputation by enhancing customer service and embracing transparency to provide a superior experience and earn the trust of each customer we serve. And while we cannot beat the convenience of a quick change shop on every corner, most often our customers do not even need to make an appointment to get their car serviced. On top of that, we take time to get to know our customers and treat them like part of our extended family, educating them about our recommendations to give them the power to decide. I know many industry colleagues who do the same.
Perpetuating outdated and damaging stereotypes of an entire industry that serves nearly 92% of the American population is tiring and unhelpful. The reality is that as the automotive industry accelerates toward a future defined by forward-facing innovation and business practices, we continue to reshape our reputation, proving that progress and legacy can drive hand in hand.