Pep Boys, part of the Icahn Automotive Group (IAG) which totals more than 2,000 service, parts and tire centers across the country, is celebrating Father’s Day with a new video series that celebrates the tradition of fathers teaching their children about the responsibility of car ownership.
The new videos, which launched on multiple social channels, tell the stories of two Pep Boys fathers, who have used car-care lessons to help prepare their daughters for other future responsibilities.
“Those moments where I get to spend that extra time with her…I wouldn’t trade that for the world,” explains Carlo DiCarlantonio, a Pep Boys area director in Philadelphia. Carlo sets aside time every Sunday to wash his car with the assistance of his eight-year-old daughter, Giada. Teaching Giada the importance of car maintenance is a lesson that ultimately will extend to “anything in life that she takes hold of,” he explains.
Ed Thomas, service manager for a Pep Boys location in Lancaster, Pa., is currently teaching his daughter, Haley, to operate a manual transmission. Both father and daughter speak of the importance of these precious hours together, and she marvels at her father’s kindness and – above all – patience as she learns a skill that will follow her throughout her life.
A third video features Ed Thomas at work. He equates his responsibility as a father to his role as a leader of talented young Pep Boys team members. “It’s kind of the same idea (with his employees),” he says. “They have to do well after I leave.”
“Owning and learning how to care for a car are huge responsibilities and important achievements,” said Laura Soave, executive vice president of marketing and merchandising. “Our Father’s Day campaign celebrates the role of millions of fathers throughout the years who have helped their children grow up to make safe, smart decisions about their cars and in other important areas of their lives.”
To learn more about car care and the free maintenance services and checks Pep Boys offers to help keep your family safe on the road, contact a location or visit www.pepboys.com.
About Icahn Automotive
Icahn Automotive Group LLC (Icahn Automotive) was formed by its parent, Icahn Enterprises L.P. (NASDAQ: IEP), to invest in and operate businesses involved in aftermarket parts distribution and service. Our businesses have a singular focus: provide premium automotive parts and services at a great value. The businesses of Icahn Automotive today consist of Pep Boys® automotive aftermarket retail and service chain, Auto Plus® automotive aftermarket parts distributor, Precision Tune Auto Care® owned and franchised automotive service centers, and AAMCO Total Auto Care franchised service centers. The businesses of Icahn Automotive total over 22,000 employees, over 2,000 company-owned and franchise locations, and 25 distribution centers throughout the US, Canada, and Puerto Rico.
Subscribe to Aftermarket Business World and receive articles like this every month….absolutely free. Click here.