May 20

Even though I'm not a "car guy," I always appreciated Pep Boys and their iconic figures that adorned their stores. Their branding was distinct and memorable. That's why I was disappointed when I observed their recent homogenization of their brand.

 

Pep Boys Auto, founded in Philadelphia in 1921, is the oldest auto parts and car repair retailer. However, competitors have encroached on Pep Boys and brought to bear the power of scale. Pep Boys has about 570 locations, AutoZone 4000, and Advanced Auto Parts 3400. With size comes purchasing power, and I'm sure Pep Boys has felt the heat. Competition can always cause bad business decision,s and I think Pep Boys made a misstep when their marketing efforts shifted away from their unique identity in an attempt to "keep up with the Joneses."

 

As I've stated, since I'm not a "car guy" I'm relying on my own empirical observations - I drive past a Pep Boys frequently on my drive to or from work. And while the Manny, Moe, and Jack statues still stand tall, something about the exterior seemed to downplay them. I can't put my finger on it, but as I mentioned, the brand just seemed to be homogenized - it started to look like it's competitors. Signage started to shift to red, white and blue - a color palette I don't think is true to their original branding. It continues to bother me, something just seems sterile about the store as of late.

 

I think Pep Boys should embrace their history, heritage, and their iconic logo. 

It's my opinion that Pep Boys should retool facades so that retro aesthetics are emphasized, but with a modern spin. And of course their marketing should feature Manny, Moe, and Jack front and center. It's why, while watching TV, I was very pleased to see their new commercial where Manny, Moe, and Jack are bobble head dolls. (And I surely hope they're selling the bobble-heads in their stores.)

 

Pricing is important, but an experience matters too.

The competitors may be able to take advantage of their scale with pricing (though Pep Boys is no small potato) - but they certainly can't compare to the history of Pep Boys. Pep Boys should capitalize on this heritage and build an experience around it – while still offering everyday low prices of course.