Keeping The Independents Growing In Tough Times

The doors to Beck Automotive opened in January 1972. At that time, we were a two bay Sunoco service station. Today the gas pumps are long gone. We have four bays and employ five licensed mechanics, two apprentices and one managerial staff.

During the past thirty-seven years automobiles have gone from low-tech vehicles to highly sophisticated modes of transportation. Likewise, the mechanic’s role has changed with the evolution of the automobile into that of a highly skilled technician. Forty years ago, mechanics rarely needed to consult a shop manual to assist them in the diagnosis and repair of a car. Today, the use of computers, scan-tools and online shop manuals are commonplace in the diagnosis and repair of the automobile. Technician’s skills require regular updating through a multitude of courses each year.

Over the years, our business has also evolved. In the seventies, we did full-service mechanical and high-performance cars. In the eighties and nineties, we did full-service mechanical and specialized in Jaguars, including conversions to Chevy V8 engines. Today, we service all makes of cars including European and Japanese models. We offer our clientele a full range of services from purchasing an automobile to repairs and bodywork. We are now into servicing third generation clients.

In this business, one of the most critical factors is trust. Our clients know that we will advise them when a repair is or isn’t required. We frequently tell clients, “It’s time to get another car,” even though we would make more profit on repairing their old car. Often a new client will come in asking for a particular service (e. g. brakes) and they are pleasantly surprised to learn that they don’t need new brakes after all. However, we know they will come back when their car really does need repairs.

I believe those who are (or those who are going to be successful) in the automotive repair business give their clients high quality work for a fair price. When I use the word “fair” I don’t mean cheap. To hire competent staff, one needs to pay a good wage; to do high-quality work, one needs to have modern, updated equipment.

There are customers, however, who feel that a ‘fair’ price is a ‘cheap’ price. They have been conditioned through the years to feel that a mechanic’s worth is not the same as a plumber or an electrician. We need to remind them that an electrician or a plumber that does house calls has their tools and equipment in a van in their driveway. Compare that to a modern automotive shop with rent, property taxes, hydro, heat etc. not to mention the thousands of dollars in specialized equipment. As an industry, we need to do a better public relations job so that our customers are aware of the value of our service.

If we want to keep the aftermarket automobile repair industry vibrant, we need to charge a fair price that is competitive, yet allows us to hire a highly trained staff, maintain a well equipped modern shop and continuously upgrade the technician’s skill and our equipment to service the automobiles of today and tomorrow.