Muscle Shoals trio of shops hits all the right notes for Alabama drivers

With locations in Florence, Sheffield and Killen, Ala., and a fourth shop currently in the planning stages with assistance from industry consultant David Luehr, “many of our customers have dealt with three generations of Simpsons starting with our grandfather, who was in mechanical repair dating back to the 1940s,” reports Johnny Simpson, referring to a family philosophy of respectfully serving the automotive needs of their neighbors that began with the late John M. Simpson and his iconic Simpson’s Service Garage in the adjoining city of Tuscumbia, AL.

“Our granddaddy started in the automotive industry doing mechanical repair, then our father transitioned the business to auto body and glass,” he recalls. “We saw that it was a good business to be in. When we were growing up we always liked to be in that shop. We were sweeping floors and later putting in windshields, and if we did something wrong they’d tell us about it.”

Citing traditions carried forward with the body shop enterprise established by their father Gary in 1970 while he was still working as a control room operator at the Tennessee Valley Authority, Johnny points out that “customers realize that family, trust and quality are what our business is built on. Our extensive training, the quality of our work and our commitment to customer satisfaction have all been a huge factor in the success of our business.”

Johnny, Danny and Mark are intent on passing on this legacy to their own respective children – a boy and six girls. “Daddy started out in the back room of Grandfather’s shop, and I’m encouraging my daughters,” says Johnny.

“We’re building for the next generation.” Sophie at age 10, for example, loves joining her Dad Johnny at work and is already becoming observant of operational procedures. “You don’t want to force them. You want them to make their own choices, but we would like to pass this along to them.

“One of the biggest things that has helped our business is the fact that it is truly a family business. Today, our father is retired but still likes to visit the shops any chance he can. He regularly asks about how we are doing and we have customers who ask about him as well.

Each brother manages individual locations. Johnny’s I-CAR Gold Class 15,000-square-foot shop in Florence opened in 1992. Mark’s similarly sized Killen shop, in business since 2000, while Danny’s 20,000-sq.ft. Sheffield shop dates back to 1981.

With towing capabilities ranging “from a Pinto to an 18-wheeler,” Florence additionally serves as home base for Simpson’s Wrecker Service under the able direction of first-cousin John Paul Heupel.

“He runs it like it’s his own,” says Johnny. “You really need to have a wrecker service. A lot of people don’t realize the value – they think it’s a headache for them – but it’s worked very well for us.” Under crash-scene duress, “most people need help at that stage; they need to know ‘what do I do now?’”

The benefits of making personal connections also apply when dealing with insurance providers. “We take donuts around to the local agents and reach out to them,” he says, noting that support staffers can be especially helpful when positive relationships are maintained. “The secretaries are the ones that people see when they go in there.”

Although hesitant about making official recommendations, insurance personnel often observe to policyholders that they count on Simpson’s for work involving their own personal vehicles.

A collaborative atmosphere has proven to be an effective strategy regarding negotiations with the company’s 10 direct repair program affiliations and other insurance carriers. “You want them to think, ‘This shop is always willing to work with us,’” Johnny explains.

“We haven’t had any problems with DRPs. You see shops that go up against the insurance companies, and then their volumes drop. We work with them. We strive to maintain good relations with all insurance providers. They know we can be trusted, provide quality repairs, and the repairs will be completed in a timely manner.”

Cycle times are a key focus of attention at Simpson’s. “You want to get the cars in quick and you want to get them out quick.” Start-to-finish operational efficiencies are a top priority. “We try to minimize returns on parts by ordering correct the first time; we don’t have cars sitting in the corner. The inspectors come in and go over our reports, and we always get good reports.”

Besides Simpson’s DRP relationships, Johnny is quick to point out the increasing importance of OE certification for attracting new business. “With the massive advances in technology, it is more important than ever to focus on obtaining the right equipment, training and certifications. We believe the relationships built through our OE certifications will be a huge part of our future and an important source of future referrals.”

Handy publicity

Simpson’s has invested heavily in earning automaker certifications, including the Ford F-150, Fiat/Chrysler, Nissan and Hyundai. Honda’s certification was pending at press time.

Significant advertising campaigns are conducted via billboards, newspapers, television and social media. “We spent a lot of money to get the certifications, so we need to let people know out there that we have them.”

Johnny is a 1990 graduate of the University of North Alabama with degrees in Accounting and Finance. He is still involved with his alma mater and serves as president of the school’s athletic booster club. The shops are also sponsors of the schools various athletic events, and the booster group has a high profile driven by the college’s enhanced recruitment efforts and athletic team-based enthusiasm.

“That means more students – more kids having wrecks, and the coaches send us lots of work because I have gotten to know them,” he notes.

“We’re also like a hub where people come from a 100-mile area to shop. Women bring more cars in than men these days, and we keep clean facilities.”

Muscle Shoals attracts tourists as well because of the long-time presence of noteworthy recording studios famous for their unique melding of Southern black-oriented music with white-oriented country artists.

“We’re about two hours from Nashville, so a lot of intermingling went on back in the day,” Johnny recounts. Star-status musicians still lay down tracks at the region’s remaining studios, appreciating the creativity arising from a laid-back vibe and a comfortable near-anonymous atmosphere throughout the rural region.

The company’s fleet of consistently out-and-about tow trucks function as “rolling billboards,” and they augment Simpson’s sense of community service by being made available for assisting with worthy causes.

One such event is the annual W.C. Handy Festival celebrating Handy’s esteemed historic role as “the father of the blues.” Logo-equipped flatbeds are front-and-center as stages for the fabled Muscle Shoals fair’s star-studded live music performances. “That’s a good advertisement for us,” Johnny says.

A chorus of word-of-mouth recommendations takes over when patrons bring their vehicles into the bays and leave as satisfied customers. For 10 years in a row, Simpson’s has won both the “No. 1 Collision Repair Center” and “No. 1 Wrecker Service” honors bestowed by readers of the Times-Daily newspaper.

“It’s great to see that we’re on top of things like that,” says Johnny. “It lets you know that you’re taking care of people and doing things right.”