Comments on: Ms. Lube’s Upset About Branding Change

By: T. Martin

T. Martin — Wed, 25 Nov 2009 20:23:23 +0000

I can't believe you didn't pick up the sexism and discrimination in this woman's branding and business practices. First of all she's portraying her all female mechanics as bimbos with her “sexy mechanic” branding imagery and name: Mechanchik? Please, that is so sexist. Second, how can she get away with hiring only female mechanics?
It would seem this woman has no clue about anything. I hope that if she is forced into rebranding she will think about her sexist imagery and name, because I wouldn't take my vehicle into her shop based on it, and I'm a woman. Mind you, she really only spoke about male customers in her pitch, so maybe female customers aren't her target. Perhaps she should rename her business Hooters Garage.

By: jenn hobbs

jenn hobbs — Tue, 17 Nov 2009 03:54:02 +0000

dragons den is tv…it’s staged, edited and you only see what they want you to see. the show was taped months ago when the ms lube shop had only been open for 3 months. 6 months later they are doing extremely well…and nobody has “taken action immediately”…there is nothing to sue over.

what they didn’t tell you is that ms. lube has not been sued (not even served with papers) because they did their research and registered their name legally. mr. lube does not have a case. if they did…ms lube would be out of business when, in fact, their business is booming and thriving. their core business is solid, they know what they are doing, their customer service is like nothing you’ve ever experienced when going to get your car fixed. this business is a huge success because Jess is an incredible business woman (and mechanic).

they also didn’t tell you that ms lube was courted by dragons den to appear on the show. they didn’t particularly want investors (they don’t need them), but they did want a bit of free PR which they definitely got.

it seems a tab obvious that bringing an entrepreneur on the show that could have a direct sound off with Jim would make for great TV.

People do not assume that Ms. Lube is a branch of Mr. Lube…that’s actually a ridiculous thing to assume. The branding of the shop is completely different, and they are a stand alone garage. That and the name and branding are “Ms Lube by Mechanchik” and that is how they refer to themselves on everything.

Your post illustrates a distinct lack of critical thought. It’s like you didn’t read between the lines of a produced television show.

By: pitap

pitap — Sun, 15 Nov 2009 20:47:16 +0000

well, it's been at least four months since that episode was taped, and still no cease and desist letter. not even a HINT of a phone call from a lawyer repping Mr. Lube.

what's more, dragon's den knew about Ms Lube and invited them onto the show -- quite the opposite of the usual course of action. Ms Lube had no operable business plan to offer investors but that didn't matter to ratings hungry producers, they just wanted Jim to get his shot at the girls and perhaps scare them into submission on his own.

he picked the wrong mechanchiks.

By: Lance

Lance — Wed, 11 Nov 2009 13:53:47 +0000

I like the show, it’s good entertainment, but way too much show biz versus the reality of raising start-up capital. Likely the producer saw the opportunity to present the Ms Lube deal as a new angle to inject colour and controversy into the show. There is OBVIOUS brand infringement – and what cracks me up is that the lady entrepreneur was so delusional (or naive?) re branding. As for the core idea of women mechanics in the fast service oil change/lube business – I think its a pretty niche-y business, the differentialted value is pretty weak, and it’s certainly not scalable.

By: Lubes

Lubes — Tue, 10 Nov 2009 14:38:58 +0000

It is not even about ms lube trying to STEAL Mr lube customers… or at all be affiliated with that company. THEY ARE MOCKING how STUPID Mr Lube sounds. It is all about Women fighting for womens rights in a Mans world. I cant believe how all of you feel as if it is a money stealing idea meanwhile these ladies are trying to make a statement within the mechanics business for women customers to feel more safe, comfortable and accepting within such a masculine business.
I think Ms Lube is a perfect name… it just shows you how idiotic mr lube sounds for such a 'masculine type business'

By: Deb

Deb — Sun, 08 Nov 2009 21:46:09 +0000

After leaving my comment I realized there is a silver lining in this for Ms. Lube in that having now been made (hopefully) aware of the futility of using their current brand, they now have the opportunity to create a new brand and move forward with their business rather than get down the road a year from now having wasted even more money and time on a brand they could never own.

By: Deb

Deb — Sun, 08 Nov 2009 21:22:01 +0000

I was at a loss for words when I saw the segment and still shaking my head wondering how or why they thought they could get away with using that name. Also how unfortunate it is they have spent all this money on branding, but more importantly the time lost as they have to start from scratch now. It takes time to get a brand out there and they could be three months into their brand by now instead of having to start all over again. Yup, I'm still shaking my head at this one as it was just so in your face obvious from the get-go!

Having said that I think it's a great concept and wish them all the best for whatever new brand they go forward with.

By: Scott

Scott — Sat, 07 Nov 2009 20:00:51 +0000

This isn’t to say that there couldn’t be a market for this type of service. Many women feel either intimidated or misled when dealing with automotive type services.

The truth is, there are a good number of females very well versed in all things automotive. Having someone like that run an oil change place could completely change the market by increasing comfort levels and education to this demographic.

But, they will have to choose a better name for their brand, one not already established by another company.

By: Erin Blaskie

Erin Blaskie — Sat, 07 Nov 2009 19:54:13 +0000

Hi Scott – I agree… People send cease and desist letters when there is even a slight replication. Ms. Lube is a pretty big replication of an already famous brand.

By: Scott

Scott — Sat, 07 Nov 2009 19:52:43 +0000

I did not see the show, but from what I have read, they certainly wanted to run on the coattails of an already successful business. And it would certainly cause confusion in the marketplace. I can see a cease and desist in this person not too distant future.