ASW Conversations: Mister Transmission’s next chapter, with Barbara Moran-Goodrich
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Mister Transmission is entering a new chapter under U.S.-based Moran Family of Brands, and its new owner is clear about strengthening a culture that backs its franchisees.
Barbara Moran-Goodrich, president and CEO of Moran Family of Brands, told Auto Service World Conversations that her company’s philosophy is built around supporting entrepreneurs who want to build a legacy through business ownership.
“It’s about our philosophy,” she said. “We have a philosophy about realizing that this individual that comes to you and wants to own a business, they are trying to create their own legacy, and they are looking for support and guidance.”
That support runs through the core promise she offers to franchisees. “One of the things we have is that we’re going to help you go into business for yourself, but not by yourself,” Moran-Goodrich said.
Moran Family of Brands recently acquired Mister Transmission after more than two decades of informal collaboration between the U.S. — which goes by Mr. Transmission — and the Canadian sides of the brand.
Moran-Goodrich said that long relationship convinced her the two groups “were meant to be” together.
She further stressed that Canadian franchisees should not fear a shakeup.
“The message is that we are not here to change anything, but to help enhance the support services that you have currently,” she said. “All we want to do is provide support services at the highest level that we possibly can to help franchisees do better.”
Canadian locations will gain access to additional tools already used in the U.S., including online technical training, a technician e-university, peer group calls for managers and owners and shared best practices across the border.
Moran-Goodrich’s focus on franchisee support is rooted in her own history. She grew up in her parents’ automotive business, helped buy the Mr. Transmission brand out of bankruptcy 35 years ago, ran a shop as a franchisee and weathered serious health issues for both herself and her father.
Those experiences shaped her belief that franchisors must show up when owners are struggling. Today, she sees the combined Canadian-U.S. system as poised for steady growth.
“I see it continuing to grow,” she said, adding that whatever form future vehicles take, “whatever creates movement we’ll repair it.”
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