Certified Dealer Case Study: I-10 Toyota


At RepairPal, we work closely with our certified dealerships to determine which business goals and metrics we can influence. In many cases, the areas of focus are retention, effective labor rate, hours per RO, and win-backs. These are key areas for every service department, and have a direct impact on the profitability of the dealership.

In the following case study, we’ll discuss the incredible results and increased profitability of this Toyota service department after becoming RepairPal Certified, including how it propelled its retention from 11th to 7th of 76 dealerships in the Southern California market in just 4 Months.

Meet I-10 Toyota

I-10 Toyota began in 2001, serving Indio, Palm Desert, La Quinta, and Indian Wells California. I-10 has 10 Service Advisors, 4 BDC staff, and 33 technicians operating 41 service bays. Stephen Hill, Fixed Ops Director, 1-10 had already implemented best-in-class processes and ranked 11th out of 76 Southern California Toyota dealerships for overall retention.

The Challenge

How to find new, large gains in retention and revenue while improving BDC and Service Advisor confidence, as people make all the difference.

Opportunity with RepairPal

Stephen knew that most car owners assume dealers are too expensive for service and repairs, and that I-10 was losing Fixed Ops business even though his pricing was fair. He heard about RepairPal and learned that RepairPal has been the leader in helping consumers find high-quality auto repairs at fair prices for over a decade. Stephen hoped that becoming RepairPal Certified would validate that I-10’s pricing, while not the cheapest, is fair and represents great value to Toyota owners. So, he decided to check out RepairPal’s program.


Stephen signed up to become RepairPal Certified in April 2021 to see how it could improve his business. 

  • Step 1: Stephen reviewed I-10’s service customer satisfaction and repair pricing carefully with RepairPal in a thorough, straightforward process after which I-10 became RepairPal Certified.
  • Step 2: To test RepairPal’s impact, Stephen had three of his top service advisors ONLY use the RepairPal Fair Price Estimator™ for building customer estimates.
  • Step 3: Stephen saw so much success with these three service advisors that he then trained his four BDC service advisors to use the RepairPal Estimator tool for inbound inquiries, as well as win-backs on declined service. 
  • Step 4: He then rolled RepairPal Certified out to the rest of the advisor staff within a month after becoming RepairPal Certified, based on success.


Massive Increases after becoming RepairPal Certified

To learn about about I-10 Toyota’s results, click on the button below and download the full case study!


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