Not your only choice just your best choice
780-466-8244
Best Choice Automotive Celebrates 20 Years and proves that the best mechanic is one you can trust By Mark Kandborg
F
ive generations of drivers have watched their family car go from little more than a carriage with the horse removed to the voice-activated, GPSintegrated, video-equipped, speech-enabled four-wheeled computers we take for granted today. But when that metal mystery we depend on starts making “that funny noise,” we ask the very same question our great-great-grandparents did when they heard their own version of that funny noise: “Anyone know a good mechanic?” In fact, smart money says that this particular question is just about exactly as old as the automobile itself. Of course, deep down, we all understand that a good mechanic is more than just someone who can fix a car. That’s just a mechanic. A good mechanic is someone we can trust. Well, let me state for the record that I do indeed know a good mechanic. His name is Gord Schroder. You can find him, appropriately enough, at Best Choice Automotive because, as he’s fond of saying, “there are lots of choices for your automotive repairs, but there’s only one Best Choice.”
Gord is a big, affable guy with the uncanny ability to be aware of everything that’s going on around him while focusing on you completely. This awareness/focus combo no doubt contributed to his being an integral part of a semipro championship football team (like I said, big guy), but it also comes in pretty handy when you’re running a successful business. In fact, there were a number of times during our interview when Gord jumped up mid-sentence to assist one of his eight mechanics, give advice on a challenging problem or greet a customer at the door, only to return to his seat moments later, apologize quickly and pick up right where we left off. It became clear very quickly that nothing escapes the big man’s attention. It’s the rare story that tells of an ambitious youth who gives up the path of a medical career for that of a mechanic, but that story is Gordon’s. “I didn’t have the finances for medical school,” he explains, “so I decided that if I couldn’t fix people, I could fix their cars. Sometimes that’ll help fix them, too.”
Best Choice Automotive | 20 Years | Page 1
Not your only choice just your best choice
780-466-8244
Gord and his son Josh.
As it turns out, the young man who dreamed of becoming a doctor didn’t give up his destiny – he found it. “I was always fascinated with cars,” Gord says. “I grew up on a farm, and I pulled my first carburetor at 16.” Some years later he’d earned himself a solid career as fleet maintenance manager for a large trucking company, but something was missing. He wanted to be more in charge of that destiny. So, on July 4, 1994, he and his wife Belinda took the car by the horn, if you will, and opened up Best Choice Automotive. Why the 4th of July? “Independence Day,” Gord says with a smile. It didn’t take long before people in the area started answering “yes, I do” to that age old question, and Best Choice has been humming like a well-tuned engine ever since. “I think one of the things that distinguishes us is that we’re very interactive,” Gord says. “We develop a personal rapport with our customers and we keep them fully informed. We do nothing until we talk to them.” Another thing that sets Best Choice apart is that often when Gord talks to a customer, it’s to say they need less work than they thought – and sometimes, no work at all. “I could give you names of customers we’ve talked out of repairs rather than talked into repairs, because the first thing that we do is diagnose the problem, give them a price and then determine whether there’s enough value in the vehicle for the cost
of the repair. If there’s not, there’s really no point in doing it. You have to have fair value for your money.” As I quickly scribble this on my notepad, the Hawaii 5-0 ringtone of Gord’s cell alerts him to a customer’s incoming call. As he apologizes and takes it, I wonder how many other repair shop owners give their cell phone number to customers. I try not to eavesdrop (he really is telling someone that they don’t need repairs) and take the opportunity to survey the photos and newspaper clippings on the walls of the busy but well-organized office. This is something I often do during interviews, but I usually don’t see x-rays of broken bones held together by pins. That’s because most people put things up that remind them of their successes. Gord, it seems, also likes to be reminded of his challenges, and as it turns out, football injuries are the least of them. “I was 340 pounds and I had a heart attack. They said I’d never play again. I lost 60 pounds and went back,” he says. “It’s like everything else in life, you know? If you want something bad enough you have to work at it.” As much as Gord values hard work, there’s something else that’s means even more to him. “The biggest thing I believe in is the team. We’re car nuts here, we all are. We’re all here to make a living, but you have to enjoy it and when we do that, our customers are happy.”
Best Choice Automotive | 20 Years | Page 2
Not your only choice just your best choice
780-466-8244
you what you want to hear, but we’ll work for and with our customers to keep them safe on the road and give them the absolutely best value. People work just as hard for their money as we do. We understand that. I sleep well at night knowing I have not oversold a vehicle’s repairs.” He and his team at Best Choice Automotive have been sleeping well for 20 years, and Gord plans to keep it that way. He also plans to keep the family business in the family. “Our son Josh works here now as a licensed tech. My plan is for him to take over,” he says, running a hand over his smooth head and smiling, “so that he can get a hairline like mine.” There’s something else that Gord believes in very strongly – training. “We have six licenced technicians on staff. A lot of places don’t do that because there’s a higher cost to the business, but it gives you more experience and a higher quality of repair,” he says, adding that they don’t pigeonhole anybody. “I believe that everyone should be well rounded.” Judging from the relaxed smiles on the faces of Best Choice team members busily working under the hood or under the hoist, Gord is definitely on to something. People like to work here. “Our two girls are the least tenured, but we have people who have been here for 15 years.” It might surprise you to hear that a quarter of the mechanics at Best Choice Automotive are women, but it shouldn’t, Gord says. “The industry has changed to favour women. It’s more about diagnostics, now. Back in the day, it was cast iron cylinder heads. Today, the heaviest thing you’re ever going to have to pick up is a tire.” As gracious a host as Gord has been, I can sense that he’s itching to get back out there with his team. So, I ask him if there’s anything he’d like to add. “I want people to be comfortable when they bring their car to us,” he says. “An honest shop may not always tell
Not your only choice just your best choice
780-466-8244
www.bestchoiceautomotiveltd.com
Congratulations Best Choice Automotive on your 20th anniversary! 2900 Bell Tower 10104-103 Avenue Telephone: 780.424.3000 • Fax: 780.429.4817 www.krpgroup.com
Congratulations on
“Proudly supporting Best Choice Automotive” www.macjames.ca
20 great years!
We are proud to be a partner in your success! 707, 10339 124 Street | Edmonton, Alberta, Canada | Toll Free 1 877 791 6964
www.clearpointbenefits.com
Best Choice Automotive | 20 Years | Page 3
"For 20 years I have never hesitated to refer friends, co-workers, and clients to my brother Gord. I did so because of his passion for ensuring that his customers get the best automotive service possible, and never have to pay for unneeded repairs." - Dave Schroder
From one Schroder Team to another...
“Thank you to all our
Congratulations!
customers for giving us the privilege of keeping you safe on the road throughout the years. And we will continue this commitment to you for
780.718.8727 780.906.3084
POLARIS
L Dave & Jordan CAL ! Schroder US Father & Son REALTORS®
Not intended to solicit sellers or buyers under contract.
If you, or someone you know is looking to make a move, call or visit our website for the latest listings :
www.schroderteam.com
many more years to come”
www.bestchoiceautomotiveltd.com
Brand Name Parts – Outstanding Service
WAREHOUSE SERVICES INC. AUTOMOTIVE / LIGHT INDUSTRIAL - PARTS & SUPPLIES
WSI would like to congratulate Gord and his staff for 20 years of service to their many valued clients. Edmonton South Edmonton North Calgary north Calgary south
780-437-4917 780-474-8585 403-273-7370 403-243-6060
Not your only choice just your best choice
780-466-8244
Sherwood Park 780-464-5800 Leduc 780-986-3530 Lloydminister 780-808-2155 www.wsionline.ca
Best Choice Automotive | 20 Years | Page 4