The business: A&A Limousine Service; 795-2175

Founded: 1981 The owner: Gary Aegerter

The Services: Limousine and sedan transportation Annual revenue: $140,000 annually.

The Challenge: Solidify and expand market share.

Gary Aegerter, right, of A&A Limousine Service, is seeking consultant Dale Bruder's advice to keep his company cruising in the fast by Renee Sauer

The Story

Gary Aegerter is a Tucson native. He graduated from Tucson High School in 1966 and earned a bachelor's degree from the University of Arizona in 1970.

His family owner A&A Ambulance Service and Aegerter managed the business. It was a 24-hour-a-day, seven-day-a-week business, he says. A&A had 10 ambulances and a few limousines.

Aegerter sold the business in 1979. He stayed at the company and worked for the new owners for five years. Eventually, the owners moved the limousines to Phoenix, discontinuing limousine services in Tucson.

Aegerter decided to fill the niche. In 1981, he bought a limo and started A&A Limousine Service. Mortuaries were the biggest revenue source, says Aegerter.

In the late '80's, there were five main competitors and each would refer customers to the others when there was business overflow. In 1990, A&A Limousine Service owned eight limo's, gross sales were $200,000 and corporate limousine transportation was peaking.

By 1995, corporate travel was less ostentatious and costly, Aegerter says. A&A now owns two limousines and two sedans for funerals, corporate travel, entertainment and social events.

"Our company sells service," Aegerter says. Transportation is the basic service, but drivers are expected to enhance events with punctuality, professional appearance, and knowledge about the area and timing of events. Celebrities expect to be insulated from unwanted attention. Driving under the influence laws have created new social uses for limousines and clients often ask for all sorts of services, including pickup and delivery of goods or event tickets.

Limousines have evolved since the 1980's when they were transportation for six to eight passengers. The standard limousine is 10 feet long and seats 10 passengers. They are equipped with facing seats to facilitate conversation, beverage bars and televisions. Cost of a new limo is about $65,000, Aergerter says.

In most markets, the standard fee for limo rental is $75 per hour, with a three-hour minimum. In Tucson, peak season rates are between $50 and $65 per hour. Lower rates barely cover the costs of drivers, insurance, fuel and the limo.

The Advice

"A&A Limousine's business model of limo's and sedans place the company in a specialty market. Without a fleet of mini-buses and vans, clientele is limited to individuals and small intimate groups," says Business Coach Dale Bruder.

Aegerter's niche exposes his business to low-cost competitors from entry-level limousine companies, many of which have only one or two cars and tend to leave the market as quickly as they enter it. His competitive advantage is 22 years of experience.

"Aegerter has seen it all," Coach Bruder says. He mentors his drivers in the nuances of the service and handpicks drivers from a pool of experienced police, fire and ambulance people. "Hiring criteria include being worldly, cultured, knowledgeable about the city and service oriented." he adds.

Aegerter should nurture strategic alliances with established limousine companies who keep close tabs on the quality of their vehicles and drivers. No single company has enough cars or first-class drivers to handle a large corporate event or recover from a mechanical breakdown in 15 minutes. The purpose of the alliance is to provide the customer with a consistent, quality limousine experience.

The reputation of a premier service depends upon the perceptions of the customers, Coach Bruder says. The vehicle and driver are merely transportation, but the interaction between driver and customers define the limousine experience. Drivers should be trained to handle sensitive, delicate and abusive situations as well as they handle the cars. They should be flexible, receptive to spontaneous changes in customer plans and able to treat celebrities in a dignified and professional manner.

Aegerter's longevity in the limo business is derived from the company's reputation, Coach Bruder says. Referrals build business based on quality of service rather than volume. Customers with a memory of superior limousine service are the best source of referrals. A&A Limousine should personalize the customer's experience from the first phone inquiry to the last time the car door is opened.

Customers hire limousines expecting someone to cater to their needs. They expect to do what they want, when they want and are willing to pay for a high level of service. At times, entry-level limousine services act as glorified cab services. "They take people from point to point, and in their short business lives of two or three years, undermine public perceptions," says Coach Bruder. Aegerter should explore ways to push industry standards and try to prevent experiences reflecting badly on all limousine services.

Aegerter donates limousine rides to charity fund-raising events. The rides are sold in silent auctions to those who may be A&A's natural customers. He should continue to be available and active in the fundraising community, packaging the gratis limo rides with fine dining, resort getaways and other entertainment.

DYNAMIC STRATEGIST Communication Links Voice/Text 520.331.1956

Class of 1996





Coaching & Advising Engagements in Action Management Disciplines

Create Knowledge Generating Engines to Propel your Enterprise.

Know what's coming.

Act Masterfully in Time


Secure-Subscribe to our Email Newsletters


Full Name

Job Title

Company Name

Work Phone

* required


Job Search Tactic

Personal Strengths Inventory

Strategic Planning Series

PEST Exercise

SWOT Exercise

Business Strategy

Enterprise Focus

Strategic Planning

Situational Analysis

Operations Manual


Business Intelligence Seminar- Primary and Secondary Market Analysis in a New Economic Age

Shiatsu Tutorial

Ramp up on Shiatsu in five chapters, with Q&A. Entertaining and informative. Originally produced for Asian Institute of Medical Studies

Get Creative under construction

Dynamic Strategy getting this one ready to go. Watch it while under construction.


Chief Strategy Officer Discussion Group on Linkedin. Members are from all 4 global economic regions.


Enterprise Warrior Training Becoming an Entrepreneurial Warrior

Business Coaching & Consulting - The business of business

Dynamic Professional Practice Create the environment that suits your ambition

Action Management Sprint, High Jump or Marathon Coaching

Meeting Facilitation Effective meetings by a master of Parliamentary Procedure

Strategic & Tactical Planning Approach your markets the way they want to be addressed

The Tao of Discipline Working at something until you can play at it

Executive Team Refresher Three Month Program to vitalize the A Team

Ongoing Advise and Consul - The Depth & Span of Mastery Contact Dale Bruder for a beginning consultation


Staff's are Profit Centers

Coaching the Executive

Fast Economic Engines

Leaders are Evolved, Not Born

Action Management for the Next Business Upturn

Strategic Planning

Rethinking Your Value Proposition



Vol.2 #9

What's the Business of Business?

Vol.2 #7

Vol.2 #6

Vol.2 #5

Want an enterprise breakthrough?

Vol. 2 #3

Vol. 2 #1.4

Vol. 2 # 1.3

Vol. 2 #1.2

Vol. 2 #1.1

Vol. 1 # 12

Vol. 1 #11

Vol. 1 #10

Vol. 1 #9

A Spa and Hair Salon

An OEM Manufacturer

An Upholstery Workroom

A Court Language Translator Service

A Limousine Service

A Biofeedback Provider


An Embroidery Production Shop

A Custom & Production Cabinet Maker

A Preschool & Day Care

An EFT Therapist

A Language Instructor


Abracadabra Restoration

Academy of Leadership and The Arts
Alarm Solutions

Andrew Avella

Arizona Audiotronics

Arizona House of Graphics

Arizona Open Land Trust

Asian Institute of Medical Studies

Asian Trade Rug Company

Arrow Land Survey

Atkinson's Cabinet Shop

Daniel H. O'Connell PC

Bio-Touch IFBM

Deed and NoteTraders

ELF Products

Empowering Local Communities

Focus Productions

Funzalo Records

Gadsden Company

Alex Holland

Jeff Hampton

Hosanna Electric

La Estancia LLC

MB Development

Maribelle Cakery

Mike's Artist Management

Pelstar Computers

Prime Home Services

Solar Transportation Technology

Sonoran Translators

Those Feng Shui Guys

Time & Time Again Antiques

Tres English

Tucson Embroidery & Design

Tucson Networking Association

Tucson Social Society

Unique Upholstery & Design Center


Vol.2 #9

Vol.2 #8

Vol.2 #7

Vol.2 #6

Vol.2 #5

Vol.2 #4

Vol. 2 #3

Vol. 2 #1.4

Vol. 2 # 1.3

Vol. 2 #1.2

Vol. 2 #1.1

Vol. 1 # 12

Vol. 1 #11

Vol. 1 #10

Vol. 1 #9



By Arizona Daily Star Business Writer

Biznik - Business Networking Dale Bruder Planning & Expediting on LinkedIn 

Dale Bruder's Blog
Tao Time Programs
Tao Time Blog