Reliable Chevrolet
CASE STUDY
New Management Needed A Boost
After a change in management, Reliable Chevrolet needed to win back Chevy owners who had drifted away from the store. We built a three-month service mailer aimed at owners within 15 miles who had not serviced at the dealership since 2020. The campaign brought in 319 repair orders and $145,851 in service revenue on $14,340 of mailer spend, a verified 10x return. The bigger payoff landed on the new-car side. In Q2, Reliable posted the largest new-vehicle market-share gain of any dealer in the market and grew new-vehicle sales volume 52% over the prior quarter.
The Challenge
Increase sales and service revenue in their primary market
A change in management gives local owners a reason to hesitate. Reliable had a large group of Chevy owners inside its market who had not serviced with the store since 2020. The job was to bring them back, show them the new team’s commitment, and turn dormant owners into active service and sales customers.
The Strategy
We skipped generic mass mail and went straight at the data. We built a targeted direct mail program from owners within 15 miles who had no service visit at the store since 2020, roughly 15,000 households in all. The message led with the new management’s commitment to doing right by customers. A strong service offer gave those owners a reason to come back in, which put the store back in front of them face to face.
Implementation
Direct Mail That Focused On High Intent Service
The campaign ran as three monthly mailer drops across April, May, and June, keeping Reliable top of mind through the quarter. Creative stayed clean, professional, and welcoming. We led with service value rather than a hard sales push, so the first contact rebuilt the relationship instead of straining it. June was the strongest of the three drops, pulling a 2.6% response and a 13x return on that month’s spend.
Service Result
Independent third-party reporting (Solera Marketing Engine) confirmed the campaign’s return across the full three-month window.
15,030
Contacts mailed
319
Repair Orders
2.0%
Response rate
$145,851
Service Revenue
$14,340
Mailer Investment
10x
ROI
unexpected growth from service to sales
NEW VEHICLE SALES ERUPTED
The service lane was the entry point. The real growth showed up on the showroom floor. From April to June, Reliable was the fastest-growing new-vehicle dealer in its market, and it was not close. Out of 49 dealers, Reliable grew new-vehicle market share by a full point quarter over quarter. The next closest dealer grew by half that. Sales volume climbed 52% over the prior quarter, an increase of 170 new vehicles (source: state registration data).
Managing Partner Brian Pacheco credited part of that growth to owners who came in for service and left in a new vehicle, sold by the team while they waited.
#1
Market Share Growth
170
Increase in New Vehicle Sales
52%
Volume Increase
When a store resets its management focus, the fastest path to market share is the owners already in its database. By inviting lapsed owners back for service, Reliable reopened thousands of relationships, and the sales team turned a share of them into new-vehicle buyers. In a single quarter, the store went from losing ground to leading its market.
Further reading: Why direct mail is a proven marketing strategy for auto dealerships
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