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Despite the fact that women drop a cool $300 billion on auto repair each year (and buy 65 percent of all new cars), the automotive business is still pretty much a boys’ club—except, lately, for Pep Boys.
The 90-year-old auto parts and service chain recently commenced the “Road Ahead,” a rebranding initiative aimed at making stores more accessible and service-oriented. Thus far 70 of Pep Boys’ 800 locations have been fitted with smart waiting areas boasting leather chairs and free WiFi, a merchandise mix that includes more lifestyle accessories, and a renewed emphasis on service: greeting customers with a handshake (as the chain’s founders did in the old days) and patiently explaining each repair before it shows up on the bill.
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