Meineke Car Care Centers has begun a new advertising campaign, emphasizing the theme “Doing Car Care Right.” This springs from customer research the business did to understand what customers want from their automotive repair experience.

According to Meineke, its research showed that customers want transparent customer service, the ability to understand what’s wrong with their vehicle and their repair options, and to be free to make their own educated decision in a low-pressure environment.

“Research confirmed that customers who need to get their car serviced feel vulnerable when they visit a repair shop,” Jeremy Putney, vice president of marketing for Meineke, said in a Dec. 10 announcement. “This insight led our team to the analogous situation of a doctor visit, where a person needs to put trust in a professional to give them good advice when the patient doesn’t really understand what the doctor is doing.”

The ad campaign is designed to reassure car owners that, when they visit a Meineke shop, they will only receive the services their car needs. The ad features a picture of a doctor and states: “Your doctor wouldn’t make unnecessary repairs. Neither would Meineke.”

“One of the ways we’re ‘Doing Car Care Right’ is with Meineke e-inspections,” Putney stated. “These detailed, electronic vehicle inspections allow our car care professionals to have a discussion with customers about any issues with the car so our customers can make informed decisions.

“We have been rolling out the Meineke e-inspection system to our centers to provide an even better customer experience. Through a digital tablet-based inspection platform, the car owner receives a detailed e-inspection report directly to their email for review.”

Click here to see one aspect of the campaign.

Meineke, a division of Charlotte-based Driven Brands, has over 800 repair shops that service roughly 3 million cars a year.