Executive Interview

Wynter: The auto repair industry is like most other businesses; it is not immune to competitive forces and changes in the marketplace. The longer warranties are an example of a challenge we face currently. Our business has somewhat been affected by longer warranties, however, we work to overcome through education and adjusting our marketing strategy. Our affiliation with the Automotive Service Association (ASA) has provided us with valuable education and networking opportunities. Through education, we have gained valuable knowledge to help with marketing and running our shop more efficiently. The networking gives us many opportunities to discuss our challenges with other shop owners from across the country. Amazingly, we all face similar challenges.

Motor Age: Are technicians at independent repair shops having trouble keeping up with all the advanced components and systems in today's cars? Or, is the industry encouraging them to keep up through ongoing education?

Wynter: Each shop has an individual policy concerning training and education, and this varies widely according to the management and the perceived value in this business investment. Every technician must be motivated and see the value in training in order to participate. Our industry has many training opportunities through associations, manufacturers, traditional educational institutions, etc. The pursuit of education even for the committed business owner and technician is still a challenge due to the fragmented nature of availability and the constant changes in our field. Internet-based training, which includes repair simulation, is making availability much easier. Automotive Video, Inc. (AVI) offers excellent technical training DVDs, and the use of these eliminate travel and down time. Even with our excellent resources for technical training, a commitment to the value of training is necessary.

Motor Age: Do you find that customers still demand brand name parts for their vehicles? Or, are they more focused on the bottom line and getting the repair done as quickly as possible?

Wynter: No, we do not find that the average customer requests a certain brand name part. They are initially interested in the bottom line and getting the repair done quickly. Many times, we explain the difference in the quality of parts to our customer and the benefit to them. Once explained, they generally understand the value in quality parts. Our shop is affiliated with ACDelco, which is a national brand. While we do not have many customers request a brand, our affiliation with a nationally recognized company adds credibility to our shop's reputation.