Car service naming: how to name a service station to make a profit

Each country uses millions of automobiles (on average, 245 units per 1,000 inhabitants). These include cars, trucks, and public transport. All cars tend to break down sooner or later, parts wear out, components become unusable, or damage occurs in an accident.

This means there is a need for repairs, upgrades, and replacement of spare parts. Therefore, auto repair shops and car service stations are in demand. That is, this is a profitable, relevant business.

When starting your own business, in order to stand out from competitors and be remembered by consumers, you need to come up with an interesting name for the service station. If it communicates your business, highlights your unique benefits, and reflects your character, you will be able to attract your target audience and increase the number of customers.

Therefore, if you are asking questions such as what name will bring profit, are there naming rules, what names can harm the auto business, how to create an effective name for a car service, etc., read our article. In it you will find answers to questions, useful tips and ideas on how to come up with a memorable service station name.

What is needed to create a unique name for a service station

The name is an important part of marketing, since with its help you will formulate a brand positioning strategy and promote the services of the auto repair shop. To create a unique name, you need to study the market and think through the concept.

Naming stages:

Research of the target audience of service stations, competitors and the market as a whole . Here you need to determine who your potential client is, what desires and fears he has, what values and beliefs he is guided by, and what he expects from the car service. An analysis of competitors will help you understand what principles of name formation were used by other companies and determine your preferences - to become on par with well-known brands, using similar techniques, or to choose unpopular methods for development. And research of the target market is necessary to determine fashion trends and trends that will help in naming.

Immersion in the company's activities . When creating a name, it is important to know how the company lives, what its advantages are, what services it offers, what benefits it gives to people, what values it has.

Concept development . Based on the information collected, an idea is formed and it is determined what will form the basis of the name.

Name generation . Taking into account the received data, the wishes of the customer, and the established criteria, a brainstorming session is carried out, as a result of which names for the service station differ in style and presentation.

Selection of names . All invented names are tested for compliance with such basic criteria as brevity, ease of pronunciation, memorability, uniqueness, relevance, etc. Those that are not liked, do not meet the objectives and are poorly perceived are discarded, leaving only the best options.

Title approval . Selected names are sent for approval to the customer with explanations and decoding of the messages.

All these stages must be completed to create an effective service station name that will be easy to reproduce, well remembered, stand out from competitors, and attract the attention of the target audience. This is exactly the scheme that the WeLoveBrands studio is working on when forming the name for the car service.

What criteria are used to select names for service stations?

There are a number of rules that must be followed when creating a name for an auto repair shop.

The name should be :

easy to remember;

easy to write;

easy to pronounce;

different from the names of competitors;

corresponding trends;

that find a positive response from the target audience (a focus group will help determine positive associations);

informing about the company's activities.

Also, to obtain a universal name for different regions or when planning to enter foreign markets, the name must be translated into English or initially come up with an English version.

When sounded in other languages, the name should not cause negative associations or double meanings.

What not to call a car repair shop

Not all names contribute to increasing the number of customers and increasing profits. Some can harm the image of a service station, causing unpleasant emotions and confusing consumers with their meanings. Frankly boring, banal names, such as Autopark, AutoDa, Best Auto Service, World of Auto, etc., also do not work.

5 naming options to avoid:

Words, abbreviations and phrases with unclear meaning . For example, NAC, 4VAG, TVK-AUTO, M.L. Service, Autocentre SKSmay appeal to you, but they will not convey information about the advantages of your enterprise or the benefits for the client, and it will also be unclear to the audience what all these letters mean.

Words of the same type in the field , for example “service station”, “service”, “car repair shop”, “car service”, etc. Such names are primitive and are not able to attract customers.The only way their use is allowed is in combination with other words that reflect the individuality and character of the company (Gepard Auto Service, Fast and Furious Automotive Workshop, Viking Motors, Prichal Auto).

Comic names, slang and vernacular . They can raise doubts among clients about the quality of your services and the seriousness of your work. Therefore, names such as Porshivets, Motoryugi, Everything in the Mind,Performance, STOshkaare not suitable for companies for which it is important to demonstrate professionalism and increase trust.

Names are too long and unreadable . It is unlikely that you would go to a car service with a name that is difficult to even pronounce, for example, Automotive Tire Service.

Excessive creativity . Such names can confuse consumers, causing confusion, and create a frivolous impression (Autonomy, Autosurgeon, CAReta). And this is hardly what you are striving for.

In addition, it is not recommended to use incomprehensible English-language names (GMfavorit, AshCa, Lux) and names that do not correspond to the location, services or level of service (for example, Auto Service No. 1, which is located in a private garage, AutoPrestige, which repairs VAZs, pickups, old cars, or IdealService, which promises to complete repairs by the end of the week and ultimately postpones the deadline for inexplicable reasons three more times).

Principles for creating names for service stations

To come up with a name for a vehicle maintenance service, you don’t have to invent new words. It is enough to use existing vocabulary or parts of words that are related to automotive topics. For example, “auto”, “service”, “motors” and their variants in English are often components of names for service stations: Apollo Auto Service, Viking Motors, Brovary-Auto, Service Profi, ASSERVIS, X-Motors, etc. However, do not create template options such asAutolux, Autocentre or Avtogarant. They do nothing to help you get the most out of your company name. In order to come up with a name for a car workshop, use the methods suggested below.

Titles with the words "auto" and "car"

How to use the words“auto”, “auto”, “avto” or its English equivalent“car” and “kar”, so as not to turn your establishment into a mediocre service station? Try to connect them in an unusual way, but also let the potential client know what you do.

Examples :

• Autoclinic;

• Auto disassembly "MAN & Mercedes";

• Alfa auto glass;

• Service station "Karetny Dvor";

• Service station "Elcars";

• Auto tuning “Art Car”;

• Service station "Ukars"

• Autoline;

• Auto berth.

Remember that the particle “auto” in the name of a service station has its disadvantages due to the frequency of use. If you apply it, you can stand on par with your competitors, no different from them. Then the name will not be so effective in promoting the workshop, which means that customers will have to be attracted through other channels.

As for the word "car" - be careful. Not all car owners speak English. To maintain a positive connection with your audience, use words that most people can understand—less borrowing.

Service station name for specific car models

If your auto repair shop provides services for certain brands of vehicles, indicate this in the name. This will let your customers know that you specialize in working on vehicles from a specific manufacturer. Such a name will work in three directions for profit: forming a base of regular customers, choosing the owners of a specific model of your establishment rather than a wide-profile service, and saving on direct supplies of auto parts from branded factories.

Examples of names :

• Citroen Peugeot;

• Land Rover Star;

• Toyota Service;

• Only Volvo;

• 100 Gazellistov;

• Assist BMW;

• Audi Club;

• Opel-Master.

Names from this category may contain abbreviations if they mean car models (for example, Lr-helper, where Lr is Land Rover), or consist of a modified name of the car model (Hondarus, Renome, etc.).

Auto service terminology in workshop name

This method assumes the presence of a keyword from an automotive technical topic that would tell the target audience what the company does.

As you know, a car service involves different types of activities. However, if you do not have a wide-profile enterprise and you provide a specific service, for example, oil change, then in the name you should use the keyword “oil” - “oil”, in the case of engine repairs - “diesel”, “diesel”, and tire fitting – “tire”, “wheel”.

Examples of names :

• Sto koles;

• Oil Service;

• Brent Oil;

• Autodiesel;

• Diesel car service;

• Detailing studio "Garant-Autodetailing";

• MOTOR-GAS;

• Tuning studio "VIP Life".

Such names are informative and understandable. They indicate the specifics of the work and give consumers an understanding of what to expect from the service. At the same time, if you want to stand out, attract attention, and be easy to remember, you should use your imagination and use more original names (Euro Muffler, Exhaust Empire, Body Studio, etc.). But here it is important to know when to stop and not to overdo it with creativity, otherwise you will get the opposite effect.

Name of service station with location designation

If in your work you are tied to a specific city, where you have several car service points, or you want to emphasize a certain region, attracting customers there, indicate the location in the name. This way your target audience will know where to go.

Examples of service station names with location :

• Autocenter Podillya;

• Porsche Center Kyiv Airport;

• Service station VS-auto Kharkov;

• Auto center "Prague Auto on Koltsevaya";

• Service station on Konovalets;

• BROVARY-AUTO;

• Britcar.

At the same time, you can name your car service with the designation of a country, region, city or specific area.

Also, names are allowed that make a reference to the master - a real or fictional character (for example, GazIvanych, Uncle Sancho Station). Although they are not related to any region, they will be remembered and associated with a specific place.

Names of auto repair shops by specific activity

If you provide a specific service related to cars, it's best to say so in the name. Then consumers will understand what the company does and what to expect.

Automotive services include:

1. 
   Repair of engines and its components. The key words here are: “engine”, “carburetor”, “starter”, “generator”, “turbine”, etc., as well as the root “engine”. In addition, it is allowed to use words that are similar in meaning in the title:

   • Gearbox Repair Center;

   • Impulse-4;

   • 8 cylinders;

   • Engine;

   • Starter Service;

   • Piston;

   • Pegasus;

   • Efficiency-auto.

2. 
   Replacing fluids. This includes the words “oil”, “brake fluid”, “antifreeze”, etc. You can also use vocabulary associated with this type of activity: oil, auto fluid, autol. Among the successful options:

   • Liqui Moly;

   • Zamina Masla "Khado";

   • OIL2GO;

   • Brake Systems Center;

   • Oil dish Poznyaki.

3. 
   Repair of cooling systems - climate control. This includes services for replacing the thermostat, cleaning the air conditioner, and repairing the compressor. Words such aswind, climate, comfort, coolness, cold are also used here. Name options:

   • Flushing the Cooling System;

   • Radiator repair;

   • Climate-Comfort;

   • Cool-Auto;

   • Car air conditioners;

   • Auto-cold;

   • Thermo Auto-Service Dnipro;

   • ProfHolod;

   • Autofrost;

   • SKY-SERVICE.

4. 
   Body repair and painting .Services that are included in this niche and can be used in naming for service stations: stripping, welding, priming, puttying, painting, chrome plating. The words “appearance”, “style”, “covering” can also be used here. Examples:

   • Car straightening and painting;

   • Body Repair;

   • Autocenter "Avtoesthete";

   • Removing dents without painting;

   • Bezpokraskin;

   • EXCEPT;

   • Painter;

   • Lak-service.

5. 
   Tire fitting. The main services here include tire replacement, vulcanization, repairs, and disc replacement. However, in the center there is the word “wheel”, which can be associated with the specifics of the work:

   • Ekoleso;

   • Yashyna;

   • German tire fitting from A to Z;

   • MasterSHIN;

   • Auto service "Vulcan";

   • Disk Center;

   • Auto tuning "Wheels Lab";

   • Auto repair shop "Supershina".

6. 
   Diagnostics and repair of auto electrics. For the name, you can choose services such as replacing lamps, headlights, installing an alarm, and the words “LED”, “spotlight”, etc. Name options for inspiration:

   • Center "Avtogas & Avtosvet";

   • AutoElectric;

   • Auto repair shop "Safety Light";

   • Car Light Design;

   • Avtoelektryk;

   • Auto key;

   • Autolight;

   • LED Garage.

Thus, by building an associative series and paraphrasing the most popular services among car owners, you can choose an effective name for a service station.

Creative service station names

In pursuit of uniqueness and the desire to distinguish themselves from competitors, entrepreneurs may use words that are remotely or have little to do with the automotive topic. However, prefixes like “STO” or “Auto repair shop” save the day. But this category of names has its drawbacks. After all, on the one hand, there are a lot of such names, on the other hand, they do not evoke any emotions, and on the third, they merge into a bunch of other similar ones and are difficult to remember.

Therefore, to attract the audience and create a positive image of the company, you should choose unique service station names that help evoke pleasant associations and trust among consumers.

Techniques for obtaining the original name of a service station:

Numbers as part of the name: 911,100%, 5 wheels, 8 Mile, 9th Box.

Names in the native language: Shlyakh, Volodar Koles, Avtomisto, Garage near Vuyk, Autotherapy Center.

Mythological, legendary personalities and names of famous figures: SIEGFRIED, Mercury, Orion Autolux,Hottabych Auto,Faraday.

Races and competitions: Fast and Furious, Formula 1, Derby.

A vague topic related to the type of activity or emotion that should arise in consumers. For example, Ferum is associated with the iron from which cars are made, ReZinka is a chain of tire shops, Solaris is engaged in auto electrics: installing and replacing light bulbs and headlights, Magnit attracts customers to a high-quality car service center, Eureka is a joyful exclamation that, according to entrepreneurs, customers should feel after service.

When creating a service station name, it is important to remain concise. Remember that names consisting of one word are easier to perceive than those consisting of two, three, or even more. At the same time, two short words are better than one long one. Therefore, when selecting options, always give preference to the one that is shorter, easy to pronounce and quickly remembered.

It is important that the name reflects the specifics of the activity, speaks about the advantages of the service station, and emphasizes the values and character of the company. This can be achieved if you abandon standard industry names in favor of original ones, but you also need to be careful with creativity so as not to confuse or alienate the target audience.

Names in your native language will also help you stand out and increase recognition, since there are fewer of them - versions in Russian and English are more often used. But if you need a universal name, choose English.

Difference from competitors, emotions, a positive image of the company - this is what the successful name of the car service reflects. With its help, you can not only attract the attention of consumers, but also increase trust and loyalty to the company, emphasize individuality and professionalism.

If suitable options do not come to your mind, contact the qualified specialists of the WeLoveBrands studio. You will receive a memorable and bright name for the service station, which reveals the essence of the business to the maximum. To ask any questions you are interested in, clarify the cost of naming and fill out an application, call us by phone, write in instant messengers or fill out the call back form on the website.