First Call Our market is divided between retail and professional installer customers. In dealing with professional installer customers O'Reilly plays a behind the scenes role, focusing strongly on support and reliability for the customer. For this role O'Reilly Auto Parts created the First Call program and the First Call logo that promotes the services we provide. Due to the role O'Reilly plays in this market, the First Call logo is not generally used in the view of it's retail customers. Please only use this logo if requested by O'Reilly Auto Parts.
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