In this week’s The Pulse, with the help of IMR, we’re taking a look at lighting from domestic, European and Asian nameplate cars.

As with brake parts and filtration products, IMR Inc.’s Repair Shop Tracking Study reveals that the first choice of independent repair shops for lighting products for domestic vehicles is the WD. WDs are the first call for lighting for nearly 62 percent of shops, while retailers get the first phone call 37 percent of the time.

“For lighting, brakes and filtration products for domestic vehicles, our IMR Inc. Repair Shop Tracking Study shows that independent repair shops go to the WD first in six out of 10 cases,” said Bill Thompson, president and CEO of IMR Inc. “However, more WDs call a retail store for lighting (37 percent) and brakes (37.5 percent) than they do for filtration products (31.3 percent). The IMR Inc. Repair Shop Tracking Study also reveals that new car dealers do not get much lighting (1.4 percent) business at all from independent repair shops.”

IMR’s study also showed that, when purchasing lighting products for Asian vehicles, WDs are the primary source for independent repair shops 61.5 percent of the time. Retailers get the first call from shops 36.5 percent of the time, while new car dealers’ phones don’t ring very often as they get only 2 percent of lighting business from independent repair shops.

“Based on our IMR Inc. Repair Shop Tracking Study, independent repair shops favor the warehouse distributor for their lighting needs for both domestic and Asian vehicles,” said Thompson.

As with domestic and Asian cars, trucks and SUVs, IMR Inc.’s Repair Shop Tracking Study reveals independent repair shops also make the warehouse distributor the first choice for their lighting needs for European vehicles.

“The IMR Inc. Repair Shop Tracking Study on lighting is very consistent across the board,” said Thompson. “Whether it is a domestic, Asian or European manufactured vehicle, independent repair shops call their warehouse distributor first for their lighting products.”

In addition, IMR Inc.’s Continuing Consumer Automotive Maintenance Survey (CCAMS) reveals that more than 73 percent of do-it-yourselfers surveyed either visited a parts store or called a parts store before replacing the lighting on their vehicle. These results show that stores need to have lighting products stocked and that their employees should be well-versed in the various lighting options for vehicles.

“Based on our CCAMS survey, lighting DIYers feel they know enough about lighting options that they do not have to do much research before buying replacement products,” added Thompson. “Some DIYers may be calling stores to find the best price but a big majority of DIY customers are going directly to the stores. Retail outlets need to make sure their employees are continually informed about products and pricing to take advantage of these sales opportunities.”

For more than 40 years, IMR Inc. has been an industry leader in automotive research and conducts syndicated and proprietary market research studies that focus on automotive parts and services, repair shops, technicians, accessories and vehicle technology trends. To find out how IMR research can help your business, call 800-654-1079, e-mail [email protected] or visit AutomotiveResearch.com.