Key Highlights
- The rebranding of a Colorado quick lube included a new shop name, visual identity, and the implementation of standardized processes like call-outs and checklists to improve service consistency.
- Customer retention improved significantly, with many former customers returning and new customers attracted through positive reviews and word-of-mouth marketing.
- The shop leverages tourist traffic with seasonal radio ads, community events, and a dog-friendly environment to enhance customer experience and loyalty.
- Future plans involve expanding to multiple locations, developing custom software for operations, and exploring mobile services like mobile detailing to tap into new markets.
New owners often consider a rebranding to refresh the shop, assure existing customers of solid—often improved—service, and attract new customers. In the case of a shop in Pagosa Springs, Colorado, a rebrand was necessary. The tourist-favorite Colorado town, known for its hot springs, serves both residents and tourists, nestled in the San Juan Mountains along the San Juan River.
The Challenge
The rebranding occurred just after the new owners bought the business. “The rebranding happened in 2025 when the business was purchased from the original owner,” explains Gavin Kiker, the youngest of the three generations of this family-owned Express Auto Lube.
It was actually an interim owner, longtime friends of the Kikers, who acquired the quick lube and crafted its rebranding.
“The business had a questionable reputation before, and no real processes or systems in place,” details Kiker.
The original owner operated at a level that supported the business, but did not promote satisfied customers.
“The shop was profitable, but relied on tourist traffic and new customers as opposed to returning customers,” Kiker tells NOLN. “The customer retention rate was lower than ideal, and based on recent customer feedback, the quality of work and customer service were inconsistent.”
Kiker reports that many dissatisfied customers started using a shop located 60 miles from town before the change of ownership and rebranding effort.
The Solution
In addition to a new shop name and visual branding, the relaunch included implementing processes and systems to make the operation more efficient. “The previous owners, longtime friends of ours, implemented several systems such as call-outs and checklists for every service, as well as streamlining the services offered,” Kiker says.
The Kiker family—a father, daughter, and grandson—bought Express Auto Lube from family friends about nine months after the rebranding. With new messaging still fresh and efficient processes in place, the new owners have a thriving quick lube to run.
“For the most part, we have kept things the same,” says Kiker. We have added diesel fuel filter replacement, worked on inventory optimization, and tweaked a couple of processes as needed to keep things running smoothly.”
The Aftermath
Customers were quick to try out the new brand.
“The majority of existing customers have stayed in the shop since rebranding,” states Kiker. “We have had many former customers come back since the rebranding who had switched to a shop located 60 miles away during the original ownership.”
Customer reviews and word of mouth are bringing in new and returning customers.
“We have definitely seen an influx of new customers coming in based on our Google reviews and the process we use,” says Kiker. “This is a small town, so word of mouth has been a driving force in the number of new customers, and customers trying us again, after the rebrand.”
While Pagosa Springs is a small town, there is a flow of tourist traffic that often requires service.
“We are lucky that we live in a town where the majority of business is tourist-driven, so we have a constant stream of new customers visiting from out of town.”
Express Auto Lube runs seasonal radio ads and participates in call-in giveaways on a local radio station.
The shop has a dog-friendly operation to encourage customers to bring in their canine companions. “We have a large dog run, free treats, and a 'pupparazzi board' with polaroids of the pups that come to the shop,” Kiker says.
The shop offers fun perks, but focuses on providing good service.
“The main feedback we get from our return customers, though, is simply providing friendly, convenient, and consistent services,” adds Kiker.
The Takeaway
The Kikers transformed the tourist town shop from an existing structure into a community-serving business. The four-person staff averages about 350 cars per month.
The rebranding doesn't stop in the bays and daily operations of a traditional quick lube. The family plans to expand the brand into more storefronts and offer additional services beyond the typical quick lube operator.
“We would really like to expand to multiple and larger locations in the future using the same branding and processes,” details Kiker. “We are also working on a custom software system specifically for this business that will handle point of sale, vehicle data, inventory management, and customer relations all on the same platform.”
Future goals also include a mobile component. “We have also been considering starting a mobile detailing service under a sister brand, as that is somewhat of an untapped market in this area,” Kiker says.
About the Author
Enid Burns
Enid Burns is a writer and editor living in Grosse Pointe, Michigan, and is a freelance contributor to NOLN. She has covered a wide range of topics from video games and consumer electronics to online advertising and business. While living in Manhattan for 20 years, she did not own a car and is now often mistaken for the woman who brings her car to the shop and knows nothing. She has learned a great deal from writing for NOLN, and she also learns from shop owners who try to educate her about their services. Enid is a news junkie who spends evenings streaming TV shows and time off on long walks, bike rides, and fiber arts.