Nic’s Garage is an auto mechanic nearby our office. They’re a mechanic with original and, in my opinion, really effective marketing. Their ads prominently feature a fifties-style illustration of a woman, and the tagline ‘Vancouver’s only non-intimidating car service’. It’s simple and brilliant. Most people are intimidated by things automotive–Nic’s recognizes this and uses it to differentiate themselves. From their website:
NIC’s is owned and operated by a woman, Sandy Spicer. She comes from a small town in Saskatchewan. Her Dad was a mechanic and his name was Nick. When she left Saskatchewan one of her concerns was where she would have her car serviced. Someplace where she felt, as a woman, she wouldn’t be patronized or talked down to. Thus began the idea for her own garage.
Classic Purple Cow marketing. My friend recently took her car there and her experience was as promised–respectful, thorough, informative and non-intimidating. The best part? They left a daisy on the dashboard of her car.
I should mention that I’ve been very happy with the family-owned Tremblay Motors, but if they were to disappoint me, I’d head on over to Nic’s.
DarrenBarefoot.com 
I second the recommendation for Nic’s (an acronym, of course). They even gave me a ride to work, and picked me up from my home, since both are also very close to their garage (and my wife and I got a rose, not a daisy 🙂 ).
i am trying to find a good mechanic in TO for all these reasons. any one have any suggestions?
Nic’s garage came highly recommended to me and they were everything that I have looked for in a mechanic for 40 years. Honest, clear, concise with excellent diagnostic skills.
Sandy (the owner) and her mechanic (sorry I did not catch his name) spent time explaining the problems my car was having and repaired what I agreed to and could afford. She and her mechanic showed me what was causing the main problem and wrote up estimates on future repairs.
Let me mention that I am not new to cars and there problems and I know when a mechanic is fishing to solve the problem while running my Visa card through the visa machine. I used to joke and say, ‘they heated up the machine when they saw me coming’, and that’s not far from the truth..
I for one have had enough of mechanics who want to replace half the car in an attempt to fix the actual problem either because their not equipped to diagnosis the problem or see me as a quick buck.
Sandy and her mechanic zeroed in on the specific problems, called me after their assessment and now I can make an informed decision on the work.
Nic’s is definitely my new Car Doctor and I will be a loyal customer for many years to come.
Thanking God I don’t have to stand in front of a mechanic anymore with that “deer in the headlights look on my face” hoping that their telling me the truth before I am put into the poorhouse.
Thank-you Sandy for your honest approach and your commitment to excellent workmanship. I feel like a load has been lifted off my shoulders. It was great meeting you yesterday.
Best regards
Jamie
January 8, 2011