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Lucas Tire & Auto Care Becomes Chicago's First Certified Female Friendly(R) Tire and Service Center

Published Nov 5th 2009, 1:00am by Jody DeVere in Press Releases Pressroom

Lucas Tire & Auto of Chicago Joins with to Provide Services Designed with the Women Consumer in Mind

11.04.2009 - Lucas Tire & Auto Care is pleased to announce they have completed Certified Female Friendly(R) training and is now Chicago, IL's first Certified Female Friendly(R) tire retailer and service center. To achieve certified status, their personnel completed over 10 hours of training on how to better meet the expectations of the woman consumer.

"Up until now, like many automotive businesses, we thought the obvious goal was to ensure that
women were treated the same as men. Through the Ask Patty for Tire Dealers & Service Centers Program, we've learned that treating women the same as men does not necessarily yield the ideal experience for women. This may not sound profound, but with an increased awareness of what elements women seek in a positive automotive servicing experience, our service centers are better prepared to meet and exceed the expectations of our female customers" stated Rich Lucas, Owner, Lucas Tire & Auto Care.

Co-developed by and leading tire industry magazine Tire Review, the multi-dimensional program will help tire retailers and their staffs to improve their marketing and sales skills and become Certified Female Friendly(R) through a high-level, market-specific training program. In addition, the Ask Patty for Tire Dealers & Service Centers Program will assist dealers in reaching and building lasting relationships with women tire and vehicle service customers through a unique marketing support program.

An Certified Female Friendly(R) Tire Retailer creates an inviting and comfortable environment where women feel welcome. They guarantee that the experience of repairing and maintaining a vehicle will be a pleasant one. AskPatty trained and certified associates are held to a high level of customer satisfaction with women consumers.

Visit the Lucas Tire & Auto Care Certified Female Friendly(R) site at:

Along with the certification, Lucas Tire & Auto Care has enhanced its website to cater more to women, thereby reinforcing their commitment to the Ask Patty Program. This latest design integrates seamlessly to effectively deliver online information and services to female consumers. The new website can easily be found and accessed utilizing the Certified Female Friendly(R) web icon on the existing Lucas Tire & Auto Care website. Lucas Tire & Auto Care Certified Female Friendly(R) site is an extension of the main site, with many of the same features simply presented in a more appealing and inviting format for the female audience.

"Women are not the same as men, and they do not base their consumer decisions in the same way as
men. Business Week reports that women make over 80 percent of the buying decisions in U.S.
households today. In effect, they have become nearly every family's chief purchasing officer," says
Jody DeVere, President and CEO of "Businesses that do not change their approach to
communicate more effectively with women will get left behind and leave themselves open to being
over-taken by their competitors."

The new Certified Female Friendly(R) program for Tire Dealers & Service Centers' virtual interactive training design and functionality, are another industry first from, the company that initially developed the most comprehensive solution available to automobile dealers and service centers for engaging, selling, servicing, and retaining women customers. The AskPatty web sites are the first designed specifically for women and provide the tools and resources most requested by women.

About Lucas Tire & Auto Care
Family-owned and operated since 1981, Lucas Tire and Auto Care has been servicing customers in Chicago and the surrounding areas by providing excellent customer care and maintenance for all makes and models of vehicles. A one-stop, on-the-spot auto service headquarters, Lucas Tire & Auto Care offers a complete line of quality tires and the latest technology in auto services. A friendly and knowledgeable staff provides the care and services required to keep your vehicle looking good and running great. Lucas Tire & Auto Care can get you out on the road quickly and affordably, and our commitment to complete satisfaction with our products and services is what keeps the customers coming back year after year. Our service advisors are ASE Certified Technicians, along with receiving the BF Goodrich Top Achievers Certification.

Visit Lucas Tire & Auto Care site at:

About, Inc
The, Inc. website and blog is a safe place for women to get advice on car buying, maintenance and other automotive related topics. Women can shop for vehicles and services at our network of Certified Female Friendly(R) retailers across the U.S. is a member and 2009 corporate sponsor of the Women's Automotive Association International based in Detroit, MI, Board member of the, Member of the California board, on the Women's Board of the Car Care Council, a SEMA member and a member of the SEMA Business Women's Networking Group. is partnered with,,,,, NIADA,,, MyAutoLoan, Aware and

About Tire Review magazine
Founded in 1903, Tire Review is the oldest continually published magazine servicing the U.S. and Canadian tire industries, and was the first to help educate tire and vehicle service retailers on improving their relationships with female consumers. For more information on Tire Review, visit

Ask Patty Certified Tire Dealers & Service Centers Program:
Properly armed with the right tools and training, tire dealers and service centers can increase their share of the largest and fastest growing demographic of new vehicle buyers in the US -- Women. The Certified Female Friendly(R) program was designed specifically for automotive retailers, tire dealers and service centers to attract, sell, retain and increase loyalty with women.

What Is An Certified Female Friendly(R) Tire Dealer & Service Center?
An Certified Female Friendly(R) tire dealer and service center creates a safe and comfortable environment where women feel welcome and make the experience of purchasing and maintaining her vehicle a pleasant one. Ask Patty trained and certified tire and service retailers are held to a high level of customer satisfaction for women consumers.

Go here to learn how to become Certified Female Friendly(R):

Access the complete press release and assets at

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