Vendor Newsmaker Q&A Marie Niewiroski

Jan. 18, 2018
Marie Niewiroski, director of eBay Motors, answered questions from Aftermarket Business World about the site’s automotive-oriented offerings, including Virtual Tech and My Garage.

In 1995 Pierre Omidyar, a French-born Iranian-American computer programmer, established eBay in his San Jose living room as an extension of his personal website. Initially known as AuctionWeb, the venture became wildly popular for connecting online sellers with online buyers.

eBay’s many offshoots include its eBay Motors division, launched in 2000 with a focus on automotive goods and services.

“We are pairing machine learning with our strong product catalog to help you find exactly the parts you need to finish a repair or conduct an upgrade. It bundles listings together in a way that allows you to find everything you need to complete a project in a single listing page,” explains senior product manager Miwa Takaki.

“While other online auto retailers may show you related parts, there’s rarely a guarantee that those parts will fit your vehicle or even fit the same repair or project,” according to Takaki. “But this new eBay experience is tailored to show only recommendations for parts that fit your vehicle.”

Marie Niewiroski, the director of eBay Motors, recently answered a series of questions posed by Aftermarket Business World, providing additional details about the site’s automotive-oriented offerings:

Q: What does your Virtual Tech program entail?

A: With Virtual Tech, eBay Motors shoppers now have the option to purchase an add-on call with an Automotive Service Excellence (ASE) certified technician when they buy parts on the platform. Combined with their parts and accessories purchase, buyers can confidently complete their repair with support from technicians that have experience helping mechanics in need of assistance with an installation. The Virtual Tech program also includes 30-day access to a digital repair manual to reference when speaking with the technician.

Q: How does it benefit professional repairers?

A: The Virtual Tech offering targets all users – from novice to expert DIYers and even professional mechanics – that turn to eBay Motors when looking to make enhancements or repairs to their vehicle. The ASE certificated technicians have experience providing customers with up-front advice before the repair project has begun, walking them through a repair if they get stuck, or even troubleshooting a more complex problem.

Q: Is it online only, or can technicians also reach you by phone?

A: At this time, shoppers can only connect with a technician via phone. They simply purchase a Virtual Tech session on eBay Motors along with their other parts or accessories, then dial into the hotline to begin the conversation with a technician.

Q: How much does it cost?

A: Shoppers may purchase a 10-minute Virtual Tech session for $19.95 and a 20-minute session for $49.95.

Q: Does Virtual Tech also apply to parts providers, such as counter people at warehouse distributors and retail parts stores?

A: Virtual Tech is aimed more at helping shoppers with the actual repair rather than helping them to shop for parts. However, if a buyer does not have the parts needed for the job, the technician will advise on the type of parts required without suggesting specific brands or sellers on eBay.

Q: So these services are readily available for do-it-yourselfers?

A: Absolutely, and this is the first time that this type of service has been made available to DIYers.

Q: Do you also offer OEM repair manuals?

A: Yes. eBay Motors also offers online repair manuals for more than 80 percent of cars or trucks on the road as a separate add-on service for shoppers. eBay Motors partnered with respected repair manual publishers so buyers can rest assured the manuals offer the best possible advice. To cater to each individual shopping journey, buyers can choose to own the manuals for 14 days, 90 days or a full year.

Q: What is the role of Identifix regarding Virtual Tech?

A: Identifix is the company that provides the Virtual Tech service offering through its network of ASE certified technicians.

Q: What does your My Garage program entail?

A: My Garage is a tool that helps personalize a shopper’s interaction with the eBay Motors platform when browsing for parts and accessories. The feature stores a user’s car profile and uses fitment technology to identify which parts will fit the year, make and model. Once a shopper saves their details in “My Garage,” eBay will only surface the parts and accessories that are compatible with that specific car or truck.

Q: How does My Garage relate to your new tire buying and shipping service?

A: My Garage helps users identify parts and accessories that are compatible with their vehicle make and model. With “My Garage” and a convenient tire-sizer tool, shoppers can find the best tires for their needs then opt into the tire-installation service when they complete their purchase. Shoppers that buy the service will have their wheels or tires shipped to a convenient, nearby installation location where they can be professionally fitted on the car.

Q: You have a series of custom cars to promote eBay Motors. What has been the reaction so far when these have been displayed at industry trade shows and consumer car shows?

A: On eBay Motors, three parts or accessories are sold every second; one-of-a-kind custom projects like the recent “On the Road with eBay Motors” are perfect examples of how that extensive inventory can make any vision a reality.

eBay Motors frequently attends industry events like SEMA, NIADA and others to demonstrate its latest business developments and projects. These shows are a great opportunity to amplify the possibilities available on the platform to shoppers in need of parts and accessories, maintenance advice or installation services.

Q: You have a new partnership with TrueCar to assist people interested in buying vehicles; what does this initiative entail?

A: eBay is continually trying to improve its experience to meet customers’ changing needs. With this in mind, eBay Motors and TrueCar partnered to provide buyers with enhanced pricing data insights when shopping for a new car or truck. With the partnership, eBay Motors arms shoppers with more research resources to make the most informed purchasing decisions.

Q: Aside from ASE certification, what are the training requirements for the Virtual Tech experts on duty?

A: Virtual Tech services are provided by Identifix, a recognized leader in the commercial automotive aftermarket industry. Virtual Tech staff are required to have prior experience as a technician in either a dealership or aftermarket repair facility and experience with automotive test equipment such as scan tools and lab scopes. In addition, Virtual Tech team members are required to have a strong understanding of vehicle systems, have excellent diagnostic skills, particularly as it relates to automotive electronics including ability to read and interpret a wiring diagram and flow chart, and generally have the ability to think on their feet, think outside the box, and come up with solutions where prior steps have failed.

Q: Do you also have an in-house training program for instruction on your internal procedures? If so, how long does the training take? Or is it ongoing?

A: Yes. Virtual Tech staff take part in ongoing in-house training. As an example of our commitment to training, we have a fully-functioning automotive training center in our facility with two hoists that are used for hands-on vehicle training and personal vehicle repairs.

Q: Do your experts all work out of a centralized location?

A: Yes. Virtual Tech staff work from a centralized location in Roseville, Minn.

Q: What is the application processes if someone wishes to work for Virtual Tech?

A: See the Identifix website https://www.identifix.com/careers/ for potential job openings.

Q: Do you have any figures on the lag time regarding how soon an answer is typically provided to a repairer’s question?

A: The goal of the Virtual Tech service is to provide answers in real time while on the call. For cases that require additional research, the Virtual Tech team member will offer to call back the customer. The callback process typically occurs within 30 minutes.

Q: How many employees do you currently have? Are they full-timers or independent contractors?

A: The Virtual Tech team is staffed with fulltime employees only. While we are unable to disclose exact employee counts, the Virtual Tech team is comprised of dedicated team members in addition to a team leader and additional flex staff when required.

Q: You have more than 9,000 tire installation shops in the U.S. Do you have them in other nations as well?

A: Yes, Identifix launched the tire installation feature in Germany in May 2017, and more recently in the UK. The size of the installer networks varies by country and is dependent on the seller, as they are the seller’s network. The launch partner in the U.S. has more than 9,000 installers.

Q: What are the requirements for a tire installer to become a part of My Garage; could you please be specific in describing the qualifications and application process? Do you inspect each shop?

A: The qualifications are specific to the seller, as they manage their networks differently and take pride in their qualifications. However, eBay does require that sellers manage their networks so they offer a comprehensive buyer experience for eBay buyers.

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