Shop Profile - Collision Repair

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Full-service ‘boutique’ pampers LA-area drivers with luxury, quality repairs

Tuesday, December 4, 2018 - 09:00
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It was a regular customer of Ronald Marquez’s Ronald’s Auto Body, a successful businessman named Kevin Netty, who posed seemingly simple yet life-changing question: If you had a high-end car, would you drop it off here?

Marquez instantly grasped both the answer and the solution: “I made the capital investment in the best equipment and educated myself and my team in everything the industry had to offer – and with this new image it set us aside from all the others in our market,” he recounts. “The shop was completely transformed to be not only a high-quality repair facility, but also a boutique of sorts.”

At a Glance:
Ronald’s Auto Body
Los Angeles
Ronald Marquez
No. of shops
Years in business
No. of employees
No. of DRPs
No. of bays per shop
Average repair order
12 days
Average cycle time
Vehicles per week
Average weekly volume
$1.8 million
Annual gross revenue
BASF Glasurit
Paint supplier
Frame machines used
CCC, Mitchell
Estimating systems used

“It’s like walking into a boutique,” confirms consultant Anthony Guinn of Elite Body Shop Solutions, who has been advising Marquez on how to further enhance its operational details.

Located in the heart of the Culver City Art District, accompanied by a second Los Angeles-area site, the full-service collision, paintless dent removal and mechanical repair business attracts a discerning clientele from communities throughout the region such as Beverly Hills, Santa Monica and Huntington Beach.

“Most shops outsource anything outside of paint and body – we don’t. We’re equipped to take care of your car right here, in one place,” Marquez points out.

“Our main goal is to beautify your vehicle using the best automotive products and parts in the industry while providing the utmost best service, quality and value,” he elaborates.

“We’ve had complete families coming to our shop. For years we have established valued relationships with our customers, and the satisfaction and look on our customers’ faces after receiving their vehicle from our facility is what drives us to exceed all expectations from what is considered a typical auto body shop.”

The operation is “one of the most friendly, hands-on and contemporary auto body shops in Los Angeles,” according to Marquez. “All my life I’ve been working on high-end cars, but we cater to everyone.” About 10 percent of the customers are Spanish-speakers, graciously accommodated by a bilingual staff.

Marquez gives much credit to Netty, an accomplished executive with no involvement in the auto industry, for crucial coaching. “He saw something in me I couldn’t see in myself at the time. Asking for nothing in return, he began mentoring me in ways I would have never dreamed of.”

Zulema and Ronald Marquez

“He saw a diamond in the rough,” says Guinn. Marquez is appreciative also of the ongoing mentoring from Guinn and David Luehr of Elite Body Shop Solutions. “We wanted to maximize the shop to the fullest. They (Guinn and Luehr) manage the best shops out there, and we wanted to open the doors for that; we’re open to all the ideas we can get.”

Elite’s five-point path to “unlimited potential” involves reviewing a shop’s financial health, cultural health, customer sustainability, process stability and risk assessment pertaining to California’s strict pollution abatement standards and rigorous auto repair regulations.

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