Body Shop Certification Perspectives Shared During SCRS OEM Collision Repair Technology Summit 

 

Attendees were offered real-world experiences from facility owners and operators around the country who have made the investment into becoming certified in the panel discussion, comprised of Kye Yeung (European Motor Car Works, CA); Paul Sgro (Lee's Garage, NJ); Eric McKenzie (Park Place Dealerships, TX); Ron Reichen (Precision Body and Paint, OR); Luis Pineda (Spectrum Collision Center, CA) and Rodney Anterpenko (Westmont Body Werks, IL) and moderated by SCRS Board member Dusty Womble (Roger Beasley Collision Center, TX). A vibrant discussion ensued detailing each owner's experience in becoming a manufacturer-certified facility, from their challenges and strengths along the way to their takeaways on the certification issue as a whole.

One of the biggest factors to take into consideration when deciding to join an OEM certification program is that of return on investment. As the panelists shared, quantifying ROI is not as cut and dry as one may think. "I can remember thinking after we had first joined, built a clean room and invested in equipment only to experience a downturning economy, 'Did we make the right decision?'" noted Reichen. "It is difficult to evaluate, especially in the very beginning. However, multiple factors contributed to our ultimate success. Our anticipated rate of return was 10 years, and we did succeed in making that happen."

In discussing internal and external challenges to a business owner as part of a manufacturer-certified program, all speakers noted the difficulty in driving the cultural shift needed from both in-house and third party focuses. "It's been a process," expressed Sgro. "Some employees were more hesitant than others at first to do exactly what was dictated by the requirements of the program. However, the techs who are on board are more engaged and inspired as a result. There is an intensity and excitement throughout the shop as part of something bigger."

"It is a huge commitment on the part of the technicians," added Reichen. "And not all will buy in. Perhaps they don't want to be away from their families for required training commitments; maybe they're not good test takers. My advice is to look very closely at who you want to invest in to be your certified technicians, and then sit down and have that conversation to gauge their commitment."

Outside the shop walls, certified repair facility owners are also faced with static from third parties that are sometimes unwilling to work with the business in this new role. "We have had insurers balk," stated McKenzie. "You cannot charge the same repair rates as an OEM-certified shop as you did as a non-certified business. You've got to charge more. And unfortunately, the insurance companies don't always agree."

Above all, the message parlayed by the panelists conveyed the message that a culture of learning and continuous improvement is paramount in becoming or remaining a manufacturer-certified facility, as well as maintaining open communication with all members of the industry - even the competition. "Our biggest issue is that we don't communicate," emphasized Yeung. "We think our competitors are our enemies. I feel that we are stronger if we help each other out. If we can't run down the same path, we'll remain right where we're at without anybody making progress."