"With diagnostics, what we are trying to do for consumers is to be able to assess what the problem is," Ledbetter said. Multicare focuses on brakes and diagnostics today, but we are moving into the tire space, as well."ĭiagnostics is a central part of the Multicare extension, but diagnostics can be an awfully broad term. "We can enhance convenience for our customers by allowing them to get all those services done at any of our service centers that participate in Jiffy Lube Multicare. "If you look at the core elements of brakes and tires (what Jiffy Lube terms wear-maintenance items), they have similar intervals and are things that people don't want to have to go to other places to get taken care of," Ledbetter said.
The signs pointed in one direction - to "wear-maintenance items."
One of the first things Jiffy Lube looked at were services that its technicians could perform competently and ones that fit with its model while not eroding its core brand strength. "This left us with an opportunity to look at how we maximize our four-wall space and provide for the needs of the changing vehicle and changing consumers." We recognized as things were moving and the car was changing, consumers' needs were also changing," Ledbetter said. "Several years ago, we took a view of the longer-term trends in the industry. Jiffy Lube's journey toward Multicare didn't happen overnight. We believe that Jiffy Lube Multicare is the flagship for us to do that." As vehicles continue to last longer, more items tend to have intervals that are lining up with what we refer to as 'wear-maintenance.' We realized we needed to leverage not only our brand strengths, but also our capability and credibility to do more for consumers. We are taking that same brand equity through more of a complete automotive maintenance process for the consumers. What Jiffy Lube is known for is speed, convenience and a quality service every time. "Jiffy Lube Multicare is not a rebrand it is more of an extension," said Steve Ledbetter, president of Jiffy Lube International. With the Multicare brand extension, Jiffy Lube is focusing on rolling out brake, diagnostic - and eventually tire - services to its customers. As 2018 kicked off, Jiffy Lube launched a new brand extension.
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