Car Giveaways and Community Involvement with Chris Luoma [E164] - The Auto Repair Marketing Podcast

Thanks to our Partners, Shop Boss and AppFueled

When it comes to community involvement, some shops talk about it and others just do it. In this episode, I sit down with Chris Luoma, third-generation owner of Jerry’s Automotive in Lansing, Michigan, to talk about what it looks like to give back with heart.

From car giveaways to Toys for Tots, Chris shares how giving back has become more than just a marketing tactic; it’s part of his shop’s DNA. We talk about the humble beginnings of this family-run business, what inspired their vehicle donation program, and how they’ve given away five cars (and counting) to people who truly needed a hand up.

Chris walks us through the process of acquiring and fixing the vehicles, how they choose recipients, what the response has been like, and how it’s created a stronger bond between his shop and the community. You’ll also hear how local news coverage, Facebook engagement, and a little creativity have helped grow their reach, without needing a huge marketing budget.

This episode isn’t just about cars. It’s about impact. It’s about showing up for your town, doing something that matters, and watching how it all comes back to you in ways you can’t always track but can always feel

This episode is sponsored by Shop Boss. Shop Management software that works the way you need it to right out of the box. 

Are you ready to convert clients to members? App Fueled specializes in creating custom apps tailored specifically for professional auto repair businesses. Visit Appfueled.com to get started today. Keep your shop top of mind on the mobile device they love.

How To Get In Touch With the Guest

Chris Luoma

Jerry’s Automotive

Lagniappe (Books, Links, Other Podcasts, etc)

News Coverage of Vehicle Giveaway

Show Notes with Timestamps

• Introduction and Guest Welcome (00:00:10) Brian introduces Chris Loma, outlines the episode’s focus on community involvement and vehicle giveaways.
• Shop History and Legacy (00:02:26) Chris shares Jeffries Automotive’s 55+ year history, family ownership, and shop evolution.
• Long-Term Staff and Team (00:03:59) Discussion about long-term employees, technician shortage, and the value of a strong team.
• Origins of Community Involvement (00:04:41) Chris explains how giving back became a core value, inspired by his grandfather’s philosophy.
• Charitable Activities Overview (00:05:30) Overview of shop’s charitable work: Toys for Tots, veterans, VFW, and car giveaways.
• Shop Decor and Local Identity (00:06:01) Conversation about the shop’s old trucks, their use in community events, and as shop decor.
• Choosing Causes to Support (00:07:02) Chris discusses how they select which causes to support and the challenges of choosing recipients.
• Other Community Involvement (00:08:03) Support for local VFW, Little League, high school sports, churches, and plans for more involvement.
• ROI and Motivation for Giving Back (00:09:24) Brian and Chris discuss the intangible returns of community involvement versus trackable ROI.
• Sponsor Messages (00:11:46) Mid-episode sponsor advertisements for Shop Boss and App Fueled.
• Vehicle...