Vendor Newsmaker Q&A Ken Rainey

April 20, 2015
In 2014 the full-service Motorcars automotive network established its Motorcars Mobility Sales & Service center to accommodate the needs of disabled drivers requiring specialized vehicles, repairs and maintenance. General Manager Ken Rainey recently answered a series of questions about the conversion process and how the marketing mix was implemented.

In 2014 the full-service Motorcars automotive network established its Motorcars Mobility Sales & Service center in a long-vacant 1950s-era Pontiac dealership. Located within a few miles of the Cleveland Clinic, a Veterans Administration hospital and other medical facilities, the structure was totally revamped to accommodate the needs of disabled drivers requiring specialized vehicles, repairs and maintenance.

General Manager Ken Rainey recently answered a series of questions about the conversion process and how the marketing mix was implemented:

Q: What changes did you have to make to the building to accomplish your mobility department?

A: We completely remodeled our building to make it more accessible. We remodeled the bathrooms to be wheelchair friendly and even installed a counter at the correct height for a wheelchair user in our showroom

Q: How did you have to alter your existing service center to accommodate the mobility conversions? Did you have to purchase new equipment and tools, or did you incorporate these services into your existing repair shop floor?

A: We did have to buy a lot of specialized tools and parts for our service department. Fortunately the building we renovated did come with a large shop area. We did install five lifts for vehicles.

Q: What steps are involved in obtaining certification?

A: The National Mobility Equipment Dealers Association (NMEDA) runs the Quality Assurance Program (QAP). There were numerous steps to accomplish to obtain the QAP. We had to write and submit specific policy and procedures manuals to be approved. We had to submit detailed drawings of our building. We had to obtain training for every product line we carry. Training certificates had to be submitted for approval. We had to setup an entire system of handling paperwork for each customer and each vehicle we sell. We also had to pass a rigorous inspection where all of our facility was inspected as well as all paperwork to assure we were complying with all their standards and our policy and procedure manual.

Q: What steps did you take to train the technicians to staff this department?

A: Our technicians were sent to numerous training seminars to obtain the necessary skills.

Q: What steps did you take to train the sales personnel?

A: Same with sales personnel. Some of these trainings required out-of-state travel and multiple days out of town.

Q: How do you evaluate which mobility equipment vendors to include in your marketing mix?

A: We represent most of the major suppliers of adaptive driving equipment. It is necessary to carry more than one manufacturer because of the uniqueness of the products. The Association for Driver Rehabilitation Specialists (ADED) essentially writes prescriptions for the adaptive equipment and often specifies a particular brand and model. We need to be able to offer solutions to a very wide range of situations, so carrying multiple suppliers is necessary. We offer choice; this is definitely not one size fits all.

Q: How have you gotten the word out to your marketing area that mobility vehicles and conversions are available?

A: We are working very hard to get the word out that we are here and can help them. They no longer have to travel (long distances) to find someone that has the type of specialty equipment needed to make their lives a little easier. We also need to let the community in general know that we have a fully trained and staffed service department to help them maintain their current vehicles. It is very difficult to find qualified people with the right equipment to work on these vehicles. We will and we do.

Q: Do you mostly convert existing vehicles, or do you mainly sell mobility vehicles manufactured by OEMs?

A: We sell both new and used wheelchair accessible vehicles. We are the only dealer in the Northeastern Ohio area to offer the MV-1, the only factory-built wheelchair accessible vehicle in the world. We also represent different companies that do conversions to either new or used vehicles. We do not do any of the conversions ourselves. Some of the conversion companies we represent are: AMS Vans, AutoAbility, Allegiant Mobility and Prime Time.

Q: Do most of your customers buy new vehicles? What is the scope of the market for used vehicles?

A: We sell a good mix of both new and used. There is a great market for trade-in vehicles when we can get them.

Q: What is your background? Is it mainly automotive or mobility? How/where did you obtain any additional training?

A: My background is mainly in business management. I have been a manager in an automotive dealership for the last five years, but I developed an interest in the mobility world from working with customers who had needs we couldn’t accommodate.

I began studying the issues and eventually served a six-month mentorship with a gentleman who has 30-plus years experience in the mobility world. I also attended numerous training sessions and seminars.

I have now worked individually with our customers to help them find just the right way to regain their freedom of mobility. I can’t imagine myself doing anything else, this is incredibly rewarding.

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