In a rapidly evolving automotive landscape, mycar, under the leadership of Managing Director Adam Pay, is carving out a niche in the service and maintenance of electric vehicles (EVs). With a robust network of stores and a growing fleet of mobile service vans, mycar is positioning itself as a key player in supporting fleet customers transitioning to EVs across Australia.
A journey of transformation
Since its rebranding from Kmart Tyre & Auto to mycar following the acquisition by Continental AG, the business has undergone significant changes. Pay reflects on this evolution, stating, “We’ve become a unique, innovative, and disruptive brand with a genuine people-first focus.” This shift has not only redefined the brand’s identity but also set the stage for mycar’s expanded service capabilities, particularly in the burgeoning EV sector.
Expanding the service network
Mycar’s service network is a formidable one, boasting 275 company-owned stores across Australia, with plans to expand to 330-350 stores in the coming years. Complementing this is a growing mobile service fleet, which has seen significant uptake, especially among fleet customers who value the convenience of on-site service. “We’ve got 30 vans operating right now, with plans to grow that number significantly over the next few years,” says Pay. This mobile service offering is particularly attractive to fleet operators who need flexible, reliable servicing options to keep their vehicles on the road.
Building EV service capabilities
Recognising the growing demand for EV servicing, mycar has strategically invested in expanding its capabilities in this area. Currently, the company has 43 EV-ready stores, with plans to increase this number to 65 by the end of the year. Additionally, all Mycar’s mobile service vans are now EV-ready. “We’re building capability based on market demand,” notes Pay, highlighting that mycar’s approach is both customer-centric and proactive.
Training and equipping technicians to handle the complexities of EVs is a key component of mycar’s strategy. Over the past two years, the company has trained more than 300 technicians in EV servicing. “We’re committed to meeting the growing demand, which means enhancing our store and mobile fit-out, increasing the number of in-store EV chargers, and ensuring our technicians are equipped with the right tools and safety equipment,” says Pay.
Addressing the challenges
Setting up workshops to service EVs involves significant complexities, from creating dedicated spaces for high-voltage work to ensuring the safety of both staff and customers. mycar categorises its EV service capabilities into three levels: basic tyre replacement and repairs, low-voltage servicing, and high-voltage repairs. The latter requires specialised facilities and is currently offered at a subset of mycar’s stores.
The transition to EV servicing is not without its challenges, particularly in attracting and retaining qualified technicians. However, Pay believes that mycar is well-positioned to meet these challenges, thanks to its apprenticeship program and focus on retention. “We grow our own,” he says, emphasising the importance of developing talent from within the organisation.
A key partnership with BYD
One of the most significant developments in mycar’s EV journey is its partnership with BYD, the Chinese electric vehicle manufacturer that has made significant inroads into the Australian market. Pay himself is a fan, proudly noting that he drives a BYD vehicle. The partnership, which provides BYD owners with access to mycar’s extensive network of EV-ready stores, is a testament to mycar’s ability to adapt and expand its service offerings in response to market trends.
Supporting fleet customers
While mycar has traditionally been seen as a consumer-focused business, it is increasingly making inroads into the fleet market. This shift is driven by the company’s ability to offer a comprehensive service package that meets the needs of fleet operators, including the ability to maintain vehicles to OEM standards, ensuring warranties are not impacted.
mycar’s fleet offering is built on a foundation of convenience, with a large network of stores, a growing mobile service fleet, and a commitment to providing a consistent, high-quality service. The company also offers bespoke solutions to fleet customers, with a dedicated fleet contact centre to handle bookings, enquiries, and approvals.
Looking ahead
As the automotive industry continues to evolve, mycar is well-positioned to support the growing demand for EV servicing, particularly among fleet customers. With a strong focus on training, infrastructure, and customer service, mycar is not just keeping pace with the industry’s shift to electric vehicles – it is leading the charge.
The expansion of mycar’s service capabilities reflects a broader commitment to sustainability and innovation. As Pay puts it, “We’re really excited about the future of EVs. We’ve learned a lot along the way, and we’re committed to continuing to evolve to meet the needs of our customers.”
