The Challenge

As CDT Automotive expanded and moved into a 15-bay facility in the Raleigh, N.C., area, where they grossed $2 million in 2019 with virtually no marketing spend, co-owners Thomas Andrews and Mike Liles saw a need to shift gears. Originally focused on performance and light-duty diesel, CDT's customer base began requesting general repair as well—"Can you work on my wife's Tahoe?" became a common refrain. This prompted a strategic pivot to include all makes and models, but entering the general repair space meant reaching a broader demographic unfamiliar with their performance roots. Despite strong organic growth, Thomas knew that to sustain and scale the business, CDT needed to adopt formal marketing strategies.

The Solution

In 2023, CDT Automotive began working with UpSwell to support their transition into general repair and help fill their expanded facility. With UpSwell's expertise in direct mail and digital marketing, CDT saw an opportunity to reach new customers in a targeted, data-driven way. They began sending out thousands of mailers per month, leaning on demographic targeting to reach the right customers—those with the right types of vehicles, within the right distance, and in the right income brackets.

Key elements of the campaign included:

• Direct mail to targeted mailing routes that matched CDT's ideal customer profile.
• Deployment of Google Ads campaigns with optimized keywords for local search intent.
• SEO enhancements to ensure CDT appeared in organic searches across a broader range of services.
• Use of unique call-tracking numbers and landing pages to measure campaign-specific results.
• Ongoing analysis of campaign effectiveness, with real-time adjustments to underperforming areas.
• Special targeting strategies, including lists of specific light-duty diesel vehicle owners.
• Coordination with CDT to design clear, visually engaging mailers that communicated the company's service quality, amenities, and customer-first culture.

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UpSwell's process included deep consultations to define target demographics, optimize market routes, and refine messaging. The ability to adjust mailing frequency based on performance was vital, sometimes hitting potential customers bi-weekly to increase brand recognition.

Another part of the partnership was the integration of CDT's customer data into UpSwell's campaigns. By cleaning and organizing past customer lists, UpSwell enabled CDT to re-engage loyal clients and introduce new services like general repair to households already familiar with their brand. Internal accountability was also emphasized; Thomas's team doubled down on collecting full customer information during visits to maximize the effectiveness of database-driven outreach.

The Results

CDT scaled from servicing 300 vehicles per month to 550, all while maintaining their premium average repair ticket and same-day service promise. This growth allowed them not only to serve a wider range of customers but also to amplify their impact in the community.

We've had people tell us they drove by our shop 100 times but never thought we'd work on their car until they got our mailer," Thomas says. "Now they bring in every car in the driveway." — Thomas Andrews, CDT Automotive

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Every marketing decision is measured, iterated, and backed by results. Typically, they give a campaign three cycles (monthly mail drops) to gauge effectiveness. If a route underperforms, they pivot quickly, based on data shared by their dedicated rep.

The process begins with route planning and target demographic analysis. Using vehicle registration data, income levels, and proximity metrics, UpSwell recommends routes that align with CDT's goals. They test these routes for a few cycles before committing long term, with each campaign closely tracked through customer feedback, coupon redemptions, call tracking, and conversion analytics. For routes that show promise, CDT increases the frequency of mailings to solidify brand recognition and encourage repeat business. For routes that fail to meet expectations, a quick pivot is made to avoid wasted spend.

The Takeaway

For Thomas, one of the biggest takeaways is the power of mastering fundamentals.

"To become advanced, you master the basics," he says. "There is no shiny object. Just do what works, and do it well."

That mindset is reflected not just in CDT's marketing but in how they approach customer service, operations, and growth. The company's purpose has evolved from building trucks to building people—growing their team, serving their community, and creating a legacy business that's both profitable and impactful.

Direct Mail Done Right

UpSwell Marketing is a direct response marketing expert specializing in auto repair, fitness, dental, and small business marketing.

• Focus on authentic, personal images, clear benefits, and simple, compelling offers helps drive more customers through the door.
• Balance price points and target the right customer segments by running detailed reports and adjusting offers to get the best response rates.

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Learn more about what Jeff and the UpSwell team can do to boost your shop's marketing on the Auto Service Leader hub at upswell.autoserviceleader.com.