JD,
I would also factor in additional costs for hiring and keeping a more talented group of mechanics. This assures that your customers end up with a tech capable of solving customer problems. This has a value. And a cost.
I would also present it to my customer in a percentage if you can.
Example: 95 vs 87 per hour. "we provide the best techs we can find for less than 10% more" sounds better than "we charge $8 more an hour".
I always felt that there are customers out there looking for a premium service and are willing to pay. If I were in a specialized field I would want to charge a premium.
Steve