Service penetration at Hendrick Honda of Charleston is the highest among the 88 stores in the Hendrick Automotive Group and among all Honda dealers in the store’s region. These achievements come from a combination of an outstanding service operation with an industry leading marketing campaign for service. This case study presents the specific details that created a program that yields results while maintaining enough trade secrets to retain competitive advantage. Our many thanks go to General Manager, Don Boyle, and his team for contributing to this case study and sharing their success.