As car owners turn up their noses at pricey dealership garages, automotive aftermarket firms such as North York, Ont.-based Acklands are moving to pick up the slack.

The automotive aftermarket distribution firm hopes to expand its 130-strong chain of AutoPlace car service franchises, now mostly in Quebec, to 1,000 shops across Canada in the next five years.

The company is targeting independent mechanic shops as potential franchisees.

Robert Blair, vice president of marketing for Acklands, says by joining forces with AutoPlace, independent service shops will be better able to take the gas out of their competitors – national chains such as Canadian Tire and Midas.

Blair says what makes AutoPlace different from the national chains is that it will partner with existing businesses that have already established trust in their respective communities and build on a loyal customer base.

As well, price won’t be AutoPlace’s focus – service will.

‘For customers, their primary objective is to have [their cars] fixed,’ says Blair.

Each outlet will be responsible for setting its own service prices, he says, adding the company will stand behind a national warranty.

Blair says he hopes his company’s expansion will not trigger a price war between AutoPlace and other national chains. ‘Oh no, we’d lose,’ he says.

Alan Goddard, vice-president of corporate affairs at Canadian Tire, says that the chain is always aware of competition and will remain focused on both price and service.

As the biggest kid on the block, wth 4,600 service bays across the country and a healthy national advertising budget, Canadian Tire can afford to watch and wait.

Acklands has signed Toronto-based Griffin Bacal Volny to develop its advertising and will concentrate first on building business locally through flyers and direct mail before considering any national advertising.