Inspired by the negative experiences many women have suffered at typical auto repair shops, the founders of a new garage are hoping to take the intimidation factor out of automotive repair.

Vancouver-based Nic’s Garage (an acronym for Non-Intimidating Car Service) is tapping into the largely-ignored female driver market by offering what it says are reliable repairs, straight answers, firm quotes and, above all, respect.

‘The service is based on everything a customer should expect in a garage ­ non-discriminating, honest service in a clean, friendly environment,’ says Vice-President and General Manager Larry Miller, who co-founded the garage with his wife and company President, Sandra Spicer.

The concept and strategy are based on what Miller calls ‘old-fashioned’ values. Principally, he says, that means charging fair prices for the work done, without taking advantage of non-mechanically inclined customers. But he says they’re also evident in the actual look of the garage. There are no greasy chairs here ­ Nic’s reception area has hardwood floors and a children’s play area, while the waiting area is fitted with ’50s-inspired decor.

And, since many women do not frequent the auto-aftermarket departments of their local hardware stores, a retail area, merchandised on antique displays, features both car supplies as well as kids’ car games. Staff are also primarily women, although Miller admits it wasn’t easy finding female mechanics.

As for the name, it was inspired by Miller’s and Spicer’s daughter, Nicole, who was named after Spicer’s late father, a mechanic.

Miller, who comes from a family of five sisters, says he can appreciate the kinds of problems women face when dealing with unscrupulous mechanics.

Although the open house is officially Sept. 6, customers are already arriving. And it appears it’s not just women to whom the Nic’s concept appeals. The positive response from men who found going to traditional garages a trying experience prompted the couple to drop their original tag line, ‘Finally, automotive repair for women by women,’ to further broaden the appeal.

Miller is hopeful the concept will catch on, and that eventually, there will be a chain of Nic’s garages. (If statistics are any indication, Miller’s optimism is well-founded: According to automotive consultants DesRosiers & Associates of Toronto, nine million of the 20 million licences issued across Canada in 1996 were to women.)

For now, though, Miller and Spicer will content themselves with putting together auto education seminars and having graffiti artists paint the garage with a ’50s-inspired mural.

Marketing is being handled by Vancouver-based marketing and media relations firm Gray Matter Communications.

Other than a radio buy, Miller says there are no immediate plans for a major ad campaign.