NAPA Auto Care AZ - Identity Crisis

As many of you know, NAPA Auto Care AZ was formally known as Elite Auto Repair. As a matter of fact, that is still our incorporated name. We changed our image to the NAPA affiliation because many customers were unaware that the mechanic shop even existed. They knew that we had a collision repair facility (Elite Collision Center) but did not know that the business at the south side of the building that we occupy is our general service (mechanical repair) facility. They did not know it was there because the names were so similar.

 We decided in 2009 that we should rebrand with the NAPA Auto Care association. This association is not a franchise. They allow us to use their branding because we purchase and use NAPA parts on the vehicles that we repair. Our ownership is still the same and we continually strive to improve the service that we offer.

That said, we feel that our individual identity is getting lost in the mix. We are considering the  reincorporation of the “Elite” identity back into our business name and branding. We are thinking: “Elite NAPA Auto Care”.

I thought I would post this and see if there is any feedback from our customers. What do you think?

Sincerely,

David Schultz

Owner – Elite Collision Center, NAPA Auto Care AZ  (Elite Auto Repair).  

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