O'Reilly Auto Parts 2003 Annual Report Download - page 25

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page 23
$60 Billion
Underperformed
Maintenance
$71 Billion
Existing DIFM Market**
$36 Billion
Existing DIY Market*
automotive aftermarket industry
underperformed maintenance
Experts estimate automotive underperformed maintenance to be approximately $60 billion. We continue to
promote routine maintenance through our advertising efforts raising awareness to customers and driving additional sales.
The “Be Car Care Aware™” campaign educates drivers in our markets about automotive underperformed maintenance
and the benefits performing maintenance can have on their second largest investment, their automobile.
47%
DIFM Market**
53%
DIY Market*
o’reilly retail vs. commercial sales
Our dual market strategy provides us a competitive advantage allowing penetration into smaller rural
markets otherwise not suitable for traditional retail outlets.
*diy – do-it-yourself or retail market
**difm – do-it-for-me or commercial market, also known as professional installer market