Hammer & Dolly November 2015

Major Lawsuit Falls in Florida

Post-Repair Inspections 101

Making Money from YouTube

November 2015 Volume 9, No. 11 $5.95 www.wmaba.com

HOPE

BEYOND

HOME WMABA MEMBERS IMPACT

THE NATIONAL SCENE

www.grecopublishing.com

November 2015

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Are you here? Come join us!

CIC – November 3 & 4 at the Westgate Las Vegas Hotel & Casino/ Paradise North Ballroom

CONTENTS

The Collision Industry Conference (CIC) is made up of participants from all industry segments for the express purpose of discussing and exploring the issues that occur among them. It is a forum where collision industry stakeholders come together to discuss issues, enhance understanding, find common ground and communicate possible solutions. (For more info: ciclink.com)

November 2015

COVER STORY

SCRS’ OEM Collision Repair Technology Summit – November 5 at North Hall N241 (upstairs) at the Las Vegas Convention Center

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The OEM Collision Repair Technology Summit is one of the most unique networking and learning opportunities available to the collision repair industry, designed to put SEMA show attendees in a room with innovators in automotive structural design and technology. The Summit’s focus is on emerging trends in vehicle construction and technology and how both of those aspects influence vehicle repairability and collision industry preparation. (For more info: scrs.com/rde)

Regional industry pros thrive in a larger environment.

BY JOEL GAUSTEN

NATIONAL NEWS 20 VW FACES EMISSIONS SCANDAL

A major automaker comes under fire for falsifying crucial environmental data.

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DEPARTMENTS

MULTIDISTRICT LITIGATION SUFFERS MAJOR BLOW

Hard times for the industry’s biggest legal undertaking.

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MARKETING FEATURE 30 HOW TO GET YOUR ONLINE VIDEO

IN FRONT OF POTENTIAL CUSTOMERS

Why video advertising is revolutionizing online marketing. BY LEE EMMONS

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Editor’s Message JOEL GAUSTEN

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Executive Director’s Message JORDAN HENDLER

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WMABA Sponsorship Page

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TECHNICAL FEATURE 36 A LOOK INSIDE POST-REPAIR INSPECTIONS

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Perspectives on an ever-growing industry topic.

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BY LARRY MONTANEZ III CDA & JEFF LANGE PE

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INDUSTRY FEATURE 40 MAKING THE GRADE: AN OEM

CERTIFICATION PROGRESS REPORT

Shops take advantage of various certification/ recognition opportunities.

BY JOEL GAUSTEN

Calendar of Events

What’s WMABA Up To? WMABA Membership Application Meet the Board DON BEAVER

WMABA Board of Directors

Technician of the Month: Jimmy Rhoades JACQUELYN BAUMAN

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Vendor Corner PAT O’NEILL

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In Memoriam: Frank “Jay” Vaszil

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President’s Message DON BEAVER Advertisers’ Index

Images © www.istockphoto.com

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Industry training opportunities and don't-miss events.

CALENDAR OF

EVENTS November 3, 2015

CLASS LISTINGS

OVERVIEW OF CYCLE TIME IMPROVEMENTS FOR THE COLLISION REPAIR PROCESS Southern Collision Center, Chesapeake, VA PLASTIC & COMPOSITE REPAIR Coxton’s Gold Team Collision Center, Yorktown, VA COLOR THEORY, MIXING TONERS & TINTING Harrison Body Works, Richmond, VA

November 3-4, 2015 Collision Industry Conferen ce Westgate Las Vegas Resort & Casino, Las Vegas, NV November 3-6, 2015 SCRS’ Repairer Driven Edu cation (RDE) at SEMA 201 5 Las Vegas Convention Cen ter, Las Vegas, NV November 5, 2015 OEM Collision Repair Tec hno Las Vegas Convention Cen logy Summit ter, Las Vegas, NV

November 4, 2015

AUTOMOTIVE FOAMS Refinish Solutions, Springfield, VA TRIM & HARDWARE Radley Chevrolet, Fredericksburg, VA

November 5, 2015

REPLACEMENT OF STEEL UNITIZED STRUCTURES Harrison Body Works, Richmond, VA CORROSION PROTECTION Southern Collision Center, Chesapeake, VA ALTERNATIVE FUEL VEHICLE DAMAGE ANALYSIS & SAFETY Refinish Solutions, Springfield, VA

November 10, 2015

ALTERNATIVE FUEL VEHICLE DAMAGE ANALYSIS & SAFETY Southern Collision Center, Chesapeake, VA 2015 FORD F-150 STRUCTURAL REPAIR TRAINING COURSE Harrison Body Works, Richmond, VA ALUMINUM PANELS & STRUCTURES DAMAGE ANALYSIS Virginia Farm Bureau, Richmond, VA COLOR THEORY, MIXING TONERS & TINTING Coxton’s Gold Team Collision Center, Yorktown, VA

November 12, 2015

STRUCTURAL STRAIGHTENING STEEL Southern Collision Center, Chesapeake, VA UNDERSTANDING & PREVENTING REFINISH DEFECTS Refinish Solutions, Springfield, VA MEASURING Radley Chevrolet, Fredericksburg, VA HAZARDOUS MATERIALS, PERSONAL SAFETY & REFINISH SAFETY Frederick Co. Career & Tech, Frederick, MD

November 17, 2015

SUSPENSION SYSTEMS Southern Collision Center, Chesapeake, VA UNDERSTANDING & PREVENTING REFINISH DEFECTS Coxton’s Gold Team Collision Center, Yorktown, VA

November 18, 2015

ADVANCED MATERIAL DAMAGE ANALYSIS N T Auto Body Inc., Alexandria, VA SQUEEZE-TYPE RESISTANCE SPOT WELDING Refinish Solutions, Springfield, VA

November 19, 2015

HAZARDOUS MATERIALS, PERSONAL SAFETY & REFINISH SAFETY Refinish Solutions, Springfield, VA COLOR THEORY, MIXING TONERS & TINTING Frederick Co. Career & Tech, Frederick, MD

November 24, 2015

ADVANCED MATERIAL DAMAGE ANALYSIS Virginia Farm Bureau, Richmond, VA DOCUMENTATION & DIGITAL PHOTOGRAPHY Coxton’s Gold Team Collision Center, Yorktown, VA HAZARDOUS MATERIALS, PERSONAL SAFETY & REFINISH SAFETY Southern Collision Center, Chesapeake, VA

November 30, 2015

SECTIONING OF STEEL UNITIZED STRUCTURES Harrison Body Works, Richmond, VA ANTI-LOCK BRAKES & TRACTION CONTROL SYSTEMS Moore Cadillac, Chantilly, VA

December 1, 2015

ADHESIVE BONDING State Farm Silver Spring, Silver Spring, MD ADHESIVE BONDING N T Auto Body Inc., Alexandria, VA BLUEPRINTING PROCESS & DAMAGE DISCOVERY Coxton’s Gold Team Collision Center, Yorktown, VA RACK & PINION & PARALLELOGRAM STEERING SYSTEMS Southern Collision Center, Chesapeake, VA

December 2, 2015

PLASTIC & COMPOSITE REPAIR Refinish Solutions, Springfield, VA UNDERSTANDING & PREVENTING REFINISH DEFECTS Manheim (Harrisonburg) Auto Auction, Harrisonburg, VA

December 3, 2015

BLUEPRINTING PROCESS & DAMAGE DISCOVERY Southern Collision Center, Chesapeake, VA COLOR THEORY, MIXING TONERS & TINTING Refinish Solutions, Springfield, VA SQUEEZE-TYPE RESISTANCE SPOT WELDING Harrison Body Works, Richmond, VA MEASURING Criswell Collision Center, Annapolis, MD SQUEEZE-TYPE RESISTANCE SPOT WELDING Automotive Collision Technologies, Randallstown, MD

December 8, 2015

WHEEL ALIGNMENT & DIAGNOSTIC ANGLES Harrison Body Works, Richmond, VA WHEEL ALIGNMENT & DIAGNOSTIC ANGLES Southern Collision Center, Chesapeake, VA WHEEL ALIGNMENT & DIAGNOSTIC ANGLES Coxton’s Gold Team Collision Center, Yorktown, VA FULL-FRAME PARTIAL REPLACEMENT Canby Motors Collision Repair, Aberdeen, MD

December 9, 2015

REPLACEMENT OF STEEL UNITIZED STRUCTURES Refinish Solutions, Springfield, VA

December 10, 2015

ALUMINUM EXTERIOR PANEL REPAIR & REPLACEMENT Refinish Solutions, Springfield, VA ALTERNATIVE FUEL VEHICLE DAMAGE ANALYSIS & SAFETY Frederick Co. Career & Tech, Frederick, MD AUTOMOTIVE FOAMS Uni-Select USA, Baltimore, MD REPLACEMENT OF STEEL UNITIZED STRUCTURES Criswell Collision Center, Annapolis, MD

December 15, 2015

HAIL, THEFT, VANDALISM DAMAGE ANALYSIS Virginia Farm Bureau, Richmond, VA MEASURING Coxton’s Gold Team Collision Center, Yorktown, VA VEHICLE TECHNOLOGY & TRENDS 2015 Harrison Body Works, Richmond, VA PLASTIC & COMPOSITE REPAIR Manheim (Harrisonburg) Auto Auction, Harrisonburg, VA ALUMINUM EXTERIOR PANEL REPAIR & REPLACEMENT Keystone Linthicum, Linthicum, MD

December 16, 2015

ADVANCED STEERING & SUSPENSION SYSTEMS DAMAGE ANALYSIS N T Auto Body Inc., Alexandria, VA WELDED & ADHESIVELY BONDED PANEL REPLACEMENT Refinish Solutions, Springfield, VA

December 17, 2015

COLOR THEORY, MIXING TONERS & TINTING King Volkswagen, Gaithersburg, MD STEEL UNITIZED STRUCTURES TECHNOLOGIES & REPAIR Criswell Collision Center, Annapolis, MD SQUEEZE-TYPE RESISTANCE SPOT WELDING Frederick Co. Career & Tech, Frederick, MD

December 22, 2015

STRUCTURAL STRAIGHTENING STEEL Coxton’s Gold Team Collision Center, Yorktown, VA

December 29, 2015

EXTERIOR PANELS DAMAGE ANALYSIS Virginia Farm Bureau, Richmond, VA

www.i-car.com or (800) 422-7872 for info

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Joel Gausten

EDITOR’S

(973) 600-9288 tgpjoel@verizon.net

MESSAGE HAVE GOALS, WILL TRAVEL If you’ve picked up this magazine at the Las Vegas Convention Center, I’d like to welcome you to Hammer & Dolly – the official publication of the Washington Metropolitan Auto Body Association (WMABA)! We are a monthly publication produced for members of WMABA, one of the most active regional collision repair associations in the nation. Representing the interests of automotive repairers in Maryland, Virginia and DC, WMABA works diligently to create educational opportunities, develop and

WMABA OFFICERS PRESIDENT

VICE PRESIDENT

TREASURER SECRETARY

IMMEDIATE PAST PRESIDENT

Don Beaver Dbeaver@antwerpenauto.com 443-539-4200 ext. 17061 Torchy Chandler torchy.chandler@gmail.com 410-309-2242 Mark Schaech Jr. mark@marksbodyshop.com 410-358-5155 John Krauss jkrauss@craftsmanautobody.com 703-534-1818 Barry Dorn bdorn@dornsbodyandpaint.com 804-746-3928

BOARD OF DIRECTORS

Rodney Bolton (rbolton@aacps.org) 410-969-3100 ext. 250 Mark Boudreau (crashdaddy@aol.com) 703-671-2402 Kevin Burt (kevinburt@walkermillcollision.com) 301-336-1140

RT Plate (rt@pcirepair.com) 703-929-8050 Phil Rice (phil@ricewoods.com) 540-846-6617

ADMINISTRATION

EXECUTIVE DIRECTOR Jordan Hendler (jordanhendler@wmaba.com) 804-789-9649 WMABA CORPORATE OFFICE P.O. Box 3157 • Mechanicsville, VA 23116

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promote legislation and host regular events to improve the professional lives of its members.

Additionally, several WMABA participants also take the time to support the industry through involvement in national entities, including the Society of Collision Repair Specialists (SCRS, who is hosting the exceptional Repairer Driven Education series at this year’s SEMA) and the Collision Industry Conference (held during SEMA on November 3 and 4 at the Westgate Las Vegas Resort & Casino). In this issue, you will read about some WMABA members who’ve made the commitment to be here at SEMA (and be a part of SCRS and CIC), and how their efforts are helping all facets of the national industry maintain greater communication and cooperation. Although WMABA is based on the east coast, rest assured that its members – and those of us behind the scenes at Hammer & Dolly – are closely connected to the successes, struggles, triumphs and obstacles that define the entire American automotive repair community.

There are many different ways to get involved in strengthening and improving your industry. If you are reading this magazine because you saw it at SEMA, I commend you for taking time out of your busy schedule to travel to Las Vegas. If you are reading this issue back at your shop in the WMABA region, I thank you for checking us out and following the happenings in your local industry. You don’t have to get on a plane to be a vital part of this trade. All it takes is making a commitment to WMABA, reading Hammer & Dolly, taking in the information presented in each issue and (whenever possible) sharing that knowledge with others.

If you are a shop or vendor in Maryland, Virginia or DC who would like to learn more about WMABA membership and/or sponsorship opportunities – or if you’re from out of state but would like more information on the association’s national activities – please contact Executive Director Jordan Hendler at (804) 789-9649 or jordanhendler@wmaba.com.

H&D

November 2015

STAFF

PUBLISHER DIRECTOR OF SALES EDITOR MANAGING EDITOR ART DIRECTOR OFFICE MANAGER

Thomas Greco thomas@grecopublishing.com

Alicia Figurelli alicia@grecopublishing.com

Joel Gausten tgpjoel@verizon.net

Jacquelyn Bauman jacquelyn@grecopublishing.com

Lea Velocci lea@grecopublishing.com

Donna Greco donna@grecopublishing.com

PUBLISHED BY TGP, Inc. 244 Chestnut St., Suite 202 Nutley, NJ 07110 973-667-6922 FAX 973-235-1963 Reproduction of any portions of this publication is specifically prohibited without written permission from the publisher. The opinions and ideas appearing in this magazine are not necessarily representations of TGP Inc. or of the Washington Metropolitan Auto Body Association (WMABA). Copyright © 2015 Thomas Greco Publishing, Inc.

PHONE: 732-495-7900 FAX: 732-495-7904 E-MAIL: bill@rae1.com www.raeservice.com VISIT US ON FACEBOOK www.facebook.com/ReliableAutomotiveEquipment November 2015

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EXECUTIVE DIRECTOR’S

MESSAGE

Jordan Hendler

(804) 789-9649 jordanhendler@wmaba.com

A Postcard from SEMA This issue explains in so many ways how to get out of your comfortable “box.” From marketing online to getting out to a national meeting, these are relevant and useful how-to’s. This issue hits your desk likely close to the end of the SEMA Show, unless – as I hope – you’re picking it up in Las Vegas. I want to use this small real estate I own to encourage you one more time to take a peek into the national scene.

It’s not mandatory, so no one will make you come. You won’t get a plaque on the wall or more cars in the door just because you went.

What you will get are connections, information, education, a bigger picture and a new perspective.

It’s not for the faint of heart to dedicate your time to national organizations. Oftentimes, you see problems in a way that make them feel more monumental than you did experiencing them in your own market. How can positive change occur in an industry this big? Same way they change anywhere, I would offer. Just the same way you eat an elephant – one bite at a time.

Your association – WMABA – could use you on the Board, too. We need fresh ideas and volunteers to continue to do the work that brings you representation and relevant information.

This magazine is a prime example of the functions we serve. It’s hard for our current Board members to stay yoked up to the wagon while

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so many others sit back to reap the benefit.

Even a pat on the back is appreciated, and they deserve it!

I’m excited to see many of you at our meetings and getting into what we have to offer. It’s great to have the membership give us support during legislation. There could always be more; with gusto, much more positive change can occur.

We are very proud to have so many

WMABA members representing at the national level. It goes to show that we are one of the strongest groups of shops in the country. That leads me to say, if you go to a national meeting, you can always find a familiar face!

Let me know if you want to go, and I will help you get there! H&D

Check the WMABA website and newsletters for regular updates and reports from the Executive Director’s perspective.

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THANKS

YOU WMABA thanks their generous supporters of the new

LEVEL 1

Corporate Sponsor Program for 2015!

We encourage YOUR SUPPORT of those who SUPPORT US! For more information about the sponsorship program, please contact Executive Director Jordan Hendler at (804) 789-9649 or email jordanhendler@wmaba.com

www.wmaba.com

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LEVEL 2 3M Automotive Aftermarket Automotive Training Institute Certified Automotive Parts Association FinishMaster Mid-Atlantic Paint & Supply National Coatings and Supplies

Find more association updates at www.wmaba.com.

WHAT’S UP TO? WMABA MEMBERSHIP: GET YOUR QUARTER BACK

It’s always a good time to get involved with WMABA. If you’re reading this, your first benefit is already being realized: staying up on the news in our area and beyond.

Get Your Team Jersey

Supporting WMABA is an investment in the future of your business, and your industry. By becoming a member, you are represented in all the places the Board or Executive Director goes. Whether at a tradeshow like SEMA or locally at the state capital testifying at a hearing, your interests are at the forefront. Though repairers often feel competitive, the association is a place for camaraderie and community. Here, we’re all on the same team.

The Playbook

The association is your resource for all things. Whether you have a question about current Labor Rate data, operations, customer

interaction, insurer relationships, vendor products or national news, your association is the place to ask first. Through our relationships nationally, we can even take issues to the forefront of places such as the Society of Collision Repair Specialists, Collision Industry Conference or national contacts for insurers and vendors.

Locally, we research the governmental regulations and oversight to make sure the repair industry is protected from any negative legislation. Represented in both Virginia and Maryland, WMABA proposes and opposes recommended bills that come into the legislature during open session. Also, we work with consumer-related entities, government agencies and other related industry organizations to ensure that the voice of the repairer and their customer are heard.

Call the Game

As a member, you decide your personal level of participation. Do you have interest in committees to address particular issues you feel passionately about? Would you want to be a Board member and assist in guiding the direction of the association? How about sitting on the sidelines so you can focus on your own business? All answers can be correct! While WMABA would like to encourage your spirit of volunteerism, it is solely up to you at what level you get involved.

The minimum is getting your membership. 2015 can WIN with your commitment to the betterment of your business and your industry. Sign up today! H&D

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Getting to know the industry pros who work on your behalf.

MEET THE BOARD: Don Beaver

With past experience covering a variety of automotive repair environments (from dealerships and independents to small shops and chain repair locations), WMABA President Don Beaver is more than qualified for his position at the helm of the association.

A manager at Antwerpen Collision Center in Clarksville, MD, Beaver has been in the industry for over three decades.

“I got my first paycheck in 1978, before I graduated from high school,” Beaver recalls. “For my entire life, my family has been in the business in one form or another, so it was just a natural path for me to take.”

Studying under Nathan C. Ross at Bladensburg Vo-Tech High School, Beaver quickly found a love for collision repair.

“Mr. Ross had one of the biggest impacts on me,” Beaver says.

“He passed away a number of years ago, but he was someone who instilled in me that there’s no such thing as ‘can’t.’ He said, ‘Can’t does not exist; it’s out there with the pixies and fairies. You can say you’re having difficulty, having trouble or having a problem, but you’re not allowed to say can’t.’”

After high school, Beaver began in the shop by doing what most in the industry did when starting out – washing, sanding and taping cars. He eventually worked his way up to production manager.

“When I was at Maaco in the early ’80s, owner Elmore Smith, who went by ‘Smitty,’ handed me a clipboard and said, ‘We’re going to write an estimate,’” he reflects. “He must have seen something in me. That was over 30 years ago, and I’ve never looked back.”

In 2006, with a significant amount of experience in the automotive industry under his belt, Beaver attended a WMABA meeting with industry giant Mike Anderson. He jokes that, early on, he was absent for an election and received a call the next day from fellow WMABA member Laura Gay saying, ‘Congratulations, Mr. Secretary. You’ve been elected.’ He served in that position before moving to treasurer and then vice president. Currently, he is serving his second term as president. Having been on the Board in so many different roles, Beaver recognizes the importance of the association and urges others to join.

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“If you’re not involved, nothing is ever going to change,” he stresses. “As I have gotten older, I’ve realized how many issues there are in this industry. I told myself that I would leave this business in a little better shape than it was when I came into it. There are so many things that shops can gain from becoming a part of WMABA. There’s a sense of camaraderie – we can assist you in so many ways technically and you build a network that you’re able to fall back on. There are always new things popping up in this industry. Through joining the association, you have people to ask, ‘Have you seen this before? Have you experienced this?’ and get feedback. It also allows you to get involved in legislation while remaining anonymous, without fear of repercussions.”

Beaver notes the number of challenges that repair shops face today, including unnecessary insurer involvement in the repair process, ill-informed appraisers who cannot write a proper estimate and the spread of aftermarket parts, among many others. He believes that these obstacles can only be fought through coming together in associations like WMABA. Aside from association involvement, the WMABA president cites education as one of the things that the industry needs to focus on in order to improve.

“It’s important for shops to educate themselves,” he says. “I hope in the future to see more and more shops becoming manufacturer-certified and following OEM procedures and repair methods.

It’s important that shops don’t take on repairs that they’re not capable of doing due to a lack of either proper equipment or technician training.”

Overall, no matter how much time has passed or how many hurdles he or the automotive repair field faces, Beaver still loves what he does.

“I like the people, I like repairing cars and I like to see something that’s torn up get restored back to where it was before it got wrecked,” he explains. “This business has been good to me and to my family, and for that I am very thankful.” H&D

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NATIONAL

NEWS VW FACES EMISSIONS SCANDAL

Volkswagen has been all over the news lately. Unfortunately, the automaker’s heightened presence is for all the wrong reasons.

In September, the EPA revealed that Volkswagen willingly falsified US pollution tests on 500,000 diesel engine vehicles. According to a September 29 online report by CNN, the company installed software (“defeat devices”) to make these automobiles appear cleaner than they were when being tested. Because the true environmental impact of these cars was never determined at the time of testing, they could be releasing as much as 40 times the allowed level of nitrogen oxides when on the road. It is estimated that at least 11 million vehicles have been affected worldwide. The US models currently identified include: the VW Jetta, Beetle and Golf (2009-2015); the Passat (2014-2015); and the Audi A3 (2009-2015).

At press time, Volkswagen had suspended sales in addition to receiving an order to recall 500,000 cars in America. The automaker is said to have set aside more than $7 billion to cover the recall and other costs associated with the scandal, while fines totaling in excess of $18 billion are expected.

In a public statement issued on September 20 (and available online at tinyurl.com/qyzyp7r), Volkswagen CEO Martin Winkerkorn expressed his regret over the revelations and pledged to address the issue on behalf of Volkswagen vehicle owners.

“I personally am deeply sorry that we have broken the trust of our customers and the public,” he said. “We will cooperate fully with the responsible agencies with transparency and urgency to clearly, openly and completely establish all of the facts of this case. Volkswagen has ordered an external investigation of this matter.”

Winkerkorn has since resigned from his position amidst a fraud investigation by German prosecutors. H&D

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The latest from WMABA members and supporters around the industry.

MULTIDISTRICT LITIGATION SUFFERS

MAJOR BLOW

In the latest setback for the much-discussed Multidistrict Litigation (MDL) filed against a number of insurers by collision repair professionals in several states, the leading case in the nationwide endeavor has been struck down by a Florida judge.

On September 23, US District Judge Gregory A. Presnell dismissed the four claims in a second amended complaint in A&E Auto Body, Inc., et al. v. 21st Century Centennial Insurance Company, et al., the first-filed action in an MDL case involving two dozen suits. The claims were dismissed “with prejudice,” meaning that the plaintiffs will no longer have an opportunity to refile the suit, which was originally filed in February 2014 by 20 Florida body shops against 39 auto insurance carriers. The four claims accused the defendants of price-fixing in violation of the Sherman Act, boycott in violation of the Sherman Act, quantum meruit and tortious interference with business relations.

In his order (available online at tinyurl.com/o3cml4j), Judge Presnell made it clear that he was losing patience with the ongoing litigation.

“This is the plaintiffs’ third arduous attempt to state a claim,” he wrote. “The problems identified in response to their initial complaint – shotgun pleading, vagueness and implausibility – have persisted in their subsequent efforts. Based upon a review of the pleadings in this and the other 20-odd cases [in the MDL] – almost all of which share the same shortcomings – the Court finds that giving the plaintiffs another opportunity to state a claim would be an exercise in futility. Despite becoming much wordier, the plaintiffs’ pleadings have not come remotely close to satisfying the minimum pleading requirements as to any of the claims asserted. Accordingly, all four claims will be dismissed with prejudice.”

It was unclear at press time whether other cases involved in the MDL would suffer the same fate as the A&E suit. Hammer & Dolly will provide updates as this story develops. H&D

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TECHNICIAN OF

THE MONTH

Hammer & Dolly chats with the WMABA community’s best and brightest.

BY JACQUELYN BAUMAN

If you would like to nominate someone as Technician of the Month, please contact Hammer & Dolly Managing Editor Jacquelyn Bauman at jacquelyn@grecopublishing.com

JIMMY RHOADES Not everyone in this industry started out with this line of work in mind. Beginning as a roofer, Jimmy Rhoades hit some hard times in the early ’90s. His friend, Bobby Rother – a mechanic at the time – knew Rhoades was out of work and gave him a life-changing suggestion. Rother helped him secure a position as a body man with current WMABA Board member RT Plate at Precision Collision in Lorton, VA, officially helping him make the transition from roofer to repairer.

Rhoades quickly took to the craft. After a year and a half of employment at the shop, Plate called Rhoades up to his office for a meeting.

“I thought to myself, ‘Uh oh, I’m in trouble,’” Rhoades recalls. “He told me that he’d been watching me and that I was picking up stuff around the shop well. I’m thankful for RT; he didn’t have to take it upon himself to see if I was good enough to be a body man. I could have started at any shop, but he was the one who saw it in me.”

He received a promotion that day and happily stayed at Precision Collision for about a decade. In 2001, he moved over to Old Town Auto

Body and Paint in Alexandria, VA and has remained there ever since.

That’s not to say that his career hasn’t been without obstacles. In 2008, Rhoades fell off a ladder and broke his left knee, putting him out of work for a period of time. Nearly a year ago, while out on King Street in Alexandria, a car struck him as he crossed the street. The latter incident put him out of work for three months while his leg healed.

“I had cabin fever after a while, and I wanted to come back, even though I wasn’t back to 100-percent health,” Rhoades explains. “While I was away from the shop, there was a customer who brought in a 1988 Mercedes 560 SL that had been in who knows how many accidents. It should have been in the junkyard, but it was a sentimental car for the owner. He wanted only me to work on it, so he waited while I was out of the shop until I came back to have it fixed. In two months, I had it all straightened out.”

During the time that Rhoades was out of work, Old Town Auto Body and Paint owner Dennis Whitestone called him almost every day.

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Jimmy Rhoades (middle) with Manager Mark Kovacs (left) and Old Town Owner Dennis Whitestone (right).

“Dennis has always had my back as long as I’ve worked here,” Rhoades says. “The people I work with are wonderful. Everyone is nice and does the best they can. My current manager, Mark Kovacs, was a body man when I first started working here and has moved his way up along the ladder. People work hard here, and they know they can count on me to work hard, too. Dennis knows that if there’s some way to fix a problem, or if he has something old or cracked that no one else can solve, I’ll figure it out if he gives it to me.”

While the ever-changing nature of this business is something that Rhoades finds challenging, he also considers it the most exciting part of what he does.

“It’s always difficult when you get a car in the shop that’s pretty new,” he says. “There was a Fiat 500 [brought in], and I was the first one to come across it here since [the automaker] changed the design.

Every few years, they do that and you have to try and figure it out. It’s always a challenge. There are the cars you know and that you’ve worked on before, and then there’s something new that you’ve never seen. It’s hard, but it’s also a lot of fun.”

The one piece of advice that Rhoades has for other technicians is something he learned from his grandfather and his uncles – the people he cites as the most influential in his life.

“Use your common sense,” he says of automotive repair and life in general. “It’ll keep you out of trouble.” H&D

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COVER

STORY

BY JOEL GAUSTEN

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A report on an expanding auto community.

HOPE BEYOND HOME WMABA MEMBERS IMPACT THE NATIONAL SCENE From events by the Society of Collision Repair Specialists (SCRS) and the Collision Industry Conference (CIC) to major industry shows like SEMA and NACE, the national auto body scene has never been stronger. And as a number of WMABA members have learned over the years, taking the time to be a part of what goes on away from your primary markets can influence the success of your business in amazing ways.

“If you are a repairer who has started to get involved with your local association and wonders what happens within the ‘ivory towers’ of the national groups, then let me give you a peek – it’s the same things!” offers WMABA Executive Director Jordan Hendler. “It’s just bigger, more elaborate and with a larger group of like-minded repairers who are steadfast in their alliances to see change happen for the global repair industry. To get a taste of what happens within national associations, simply attend one of their open Board of Directors meetings and see what they have going on.”

When it comes to devoting time to national industry groups and endeavors, very few repairers exemplify the

trend better than Virginia-based shop owner Barry Dorn. A second-generation auto body professional, Dorn has built an impressive history as an industry leader and advocate.

His extensive service includes active participation in SCRS (serving a variety of positions including Chair during his 10plus years with the group) and heavy involvement in the formation of the Database Enhancement Gateway (DEG).

Closer to home, he has served as president and Board member of both WMABA and the Virginia Auto Body Association. Earlier this year, he was the proud recipient of the 2015 SCRS National Lifetime Achievement Award for his years of volunteerism on behalf of the trade.

Dorn’s journey as an industry representative dates back to 1999, when he began attending CIC and events held by SCRS. Right from the start, he saw value in committing the resources necessary to contribute to the auto body community in this manner.

“It was great to speak with and learn from some of the brightest and most talented individuals I had ever met,” he says. “I still meet with and talk to many of these individuals on a regular basis. These people are like a 20 Group; November 2015

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COVER STORY they’ve helped me better understand what I need to do in the present and the future.”

With more than 15 years of heavy national involvement already behind him, Dorn is quick to encourage his fellow WMABA members to become active in industry groups away from home.

“I think businesses need to take part in both local and national associations,” he says. “Each has a different need to fill, and you must have different expectations for both. You can’t say you’re too busy to be involved nationally if you haven’t tried it. I’m here to say that it’s rewarding and worthwhile to be active in more than just a regional group. Working with both local and national associations is something we can all do to improve ourselves and our industry. Shops have long been apprehensive about talking with one another, and that needs to stop.

“WMABA members need to be there at these national events to hear and see what happens for themselves,” he adds. “Being able to sit down and work out a problem or concern – and then strategically plan your next steps armed with all of the information rather than just some of it – is invaluable. A lot of people make important decisions too quickly and without all of the facts needed to make that call, which is a major reason why the industry is in the condition it’s in.

Wouldn’t you rather talk with those who understand you, your concerns and your point of view?

Wouldn’t you rather go to a place where you take as much as you give and have a chance to leave your mark on the industry? Also, the camaraderie is irreplaceable. We all work hard when we get together, but we have a good time together as well. It’s not worth doing if you can’t do that.

Come to a meeting, introduce yourself and see what we are all about. One thing is for sure...if you don’t go, you will never know what you have been missing.”

Like Dorn, current SCRS Executive Director Aaron Schulenburg has enriched his career through regular work on the national scene. Before moving east and joining WMABA in 2005 (and taking his current position with one of the industry’s three leading national associations four years later), Schulenburg was an employee at Dan’s Paint & Body in Tucson, AZ. The shop’s owner, Dan Hunsaker, was a member of the Arizona Collision Craftsmen’s Association and encouraged Schulenburg to attend meetings and get a taste for networking. Before long, the young collision repair professional was attending CIC and other industry events, crossing paths with industry visionaries like the late March Taylor and working to address various labor time discrepancies in the major Information Provider databases.

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This collaborative effort eventually led to the creation of the DEG, with Schulenburg serving as the project’s first administrator. He says that being involved in these activities helped his early career as an estimator by allowing him to build personal relationships with many of the people behind the actual development of the database systems being discussed.

“When you’re that intimately involved in the discussions directly with the Information Providers regarding P-Pages and things along those lines, you have a much better understanding of how the products work and what the intentions are,” he says.

Based on these positive experiences (as well as his ongoing communication with various SCRS members across the country), Schulenburg sees the undeniable worth of engaging in both regional and national entities.

“I think state and regional associations have a really good opportunity to influence shops in the market through education and help raise awareness, whereas I think that national organizations have a way to impact change through advocacy and representation in a different way because of the scope of their membership and the voice that they carry,” he says. “The two are really complementary of each other.”

Not surprisingly, former WMABA President Mark Boudreau echoes Schulenburg’s sentiments. Earlier this year, he joined the SCRS Board of Directors after being inspired by the association’s work on a countrywide basis.

“This past year that I’ve been on the SCRS Board has been humbling in terms of the commitment of the people who are on that Board and the level of knowledge that they have with regard to the repair process, management, vision for where the industry is going, the demands of technology upon their business and their technicians and the infrastructure they have to build within that business to handle the changes that are coming,” he says.

Boudreau’s life in associations began nearly 25 years ago, when he joined WMABA after opening his business, Spectrum Auto Painting & Collision Center in Arlington. Additionally, he is actively involved in CIC, recently participating in a special panel on length of rentals during the July meeting in Detroit. Early in the discussion, Enterprise Rent-A-Car representative Frank LaViola shared information with the industry on what the average rental lengths were on a stateby-state, manufacturer-by-manufacturer basis.

The numbers were an eye opener for Boudreau, who later used what he learned at the Conference to benefit his business back home.

“We brought those back here to share with our industry partners how good the performance is [at] our business – and [at] many of the other businesses in the Washington metro area,” he explains. “We have very strong performers here, and sometimes other people or partners in the industry need to be reminded of how efficient we are.”

Despite the very clear opportunities offered by working with industry associations, both regional and national groups struggle to attract new members. Obviously, running a successful body shop is more than a full-time job, but just imagine if one person from each of the tens of thousands of repair facilities in this country decided to attend his or her nearest meeting or training class.

While such a thing might never become a reality, Boudreau believes it’s still a worthy cause to pull in as many industry peers as possible.

“It’s on all of us to speak to our colleagues and friends within the industry to remind them of the benefits that our local and national associations bring – and why it's important to not only participate, but to support,” he says. “These associations are there to work for the benefit of everyone within the industry, and we owe them a lot for moving things forward that we couldn’t have done individually or as an individual shop.”

Hendler has a message for those who have yet to step out of their regional worlds and into the bigger picture.

“If you were to attend just one CIC meeting, you would find that there are actually a lot of repairers and industry segment representatives who are working on providing the most current and relevant information about advancements or problems seen in the marketplace,” she says.

“They discuss and take feedback for committees to report back to the body where changes occur.

“SEMA and NACE are examples of possible opportunities to make additional equipment decisions or education advancements,” she adds.

“There are sometimes tours of factories or testing facilities. More often than not, you’ll meet somebody you connect with on a level that offers you an outlet to bounce ideas, keep up on market conduct or simply have a friendship. Ask anyone who has been a Board member of the Society of Collision Repair Specialists – of which WMABA is an affiliate – and they will tell you that their fellow Board [members] are brothers or sisters to them. There is certainly nothing to lose and everything to gain.” H&D

As a number of WMABA members have learned over the years, taking the time to be a part of what goes on away from your primary markets can influence the success of your business in amazing ways.

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MARKETING FEATURE How to Get Your Online Video in Front of Potential Customers

If you’ve recently created content for online marketing, chances are you’ve invested in video.

Online videos have been increasingly favored in Google SERPs (Search Engine Results Pages) and by marketing platforms like Facebook. Earlier this year, Facebook Co-Founder Mark Zuckerberg announced, “Five years ago, most content on Facebook was text. Now it’s photos. Fastforward five years, and it will be video.”1 According to the prevailing conventional marketing wisdom, if you don’t invest in video production, you’re missing out on a huge opportunity. But does this mean that you’re automatically guaranteed a huge return if you do this? Unfortunately, no. Even if you put an enormous amount of creative and financial resources into the production of your video, no ROI is guaranteed unless you know how to incorporate that video into your online marketing strategy. In this article, I’ll lay out a plan that will help you get your video in front of potential customers so that you can start seeing a return on your online video investment.

You’ve Made a Video – Now What?

Congratulations! You’ve successfully created a video that portrays your body shop as the premier facility in your market. As the business owner, you nailed the interview and have come across as an expert in your field and a person who cares about his or her customers. The footage of your shop looks fantastic, and the producers nailed the shots of your state-of-the-art equipment. You even got a great testimonial interview from one of your best customers who backed up everything you

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said in your interview about the principles your shop was built on.

Any potential customer who sees this video is going to have an enormous amount of trust in your capabilities before they’ve ever set foot in your facility. In fact, the video does such a good job of selling your services that by the time customers call your phone number, all they really want to know is, “How do I start the repair process?”

Now that you’ve made the perfect video, all you have to do is upload it to YouTube, watch the view count go up and wait for the phone to ring – right? Think again. Every second, one hour of video is uploaded to YouTube.2 Unless you have a strategy for distributing your video, your content will never be found. You’re only part of the way to a successful video marketing campaign, and most of your work is still ahead of you.

Embed Your Video on Your Website

One of the first things you’ll want to do with your video is embed it on your website. An online video can transform a Web page from an uninteresting wall of text into an engaging and effective landing page that converts visitors into leads. A potential customer visiting your website is much more likely to click on a video they can stream than they are to read a page of text about the same topic. In fact,

studies have shown that 80 percent will watch a video, while only 20 percent will read text with the exact same information.3 If only 20 percent of people will read text, 80 percent of potential customers will leave a landing page that doesn’t have video, without even hearing your sales pitch. That alone is a pretty compelling reason to create video content. In fact, a good way to plan the videos you’re going to make is to think about the topics of your website’s most important pages.

Any page that you think could be valuable for bringing in customers will be improved with a video about that topic. For example, if you have a Porsche certification, your Porsche landing page will be made much more engaging and effective with an embedded video testimonial from a Porsche customer.

Embedded Videos and Organic SEO

Online videos, especially on YouTube, have the added benefit of greatly improving your website’s Search Engine Optimization (SEO). YouTube is owned by Google, and is the platform Google uses for all of its AdWords video advertising. From the moment you’re ready to create the file for your video, you have opportunities to optimize it for specific keywords. For example, if your video is designed to bring in potential Porsche repair customers in your market, you should name

A look at building a more profitable Web presence. the file something like “Porsche-repair” or “Porsche-body-shop.” Think of the main keyword you’re targeting with both your video and the page that it will be embedded on, and incorporate that keyword into the file name, YouTube video title, description and tags.

(TIP: Another way to keyword-optimize your YouTube video is by creating a closed caption track and uploading it to YouTube.

Remember, search engines are text-based and don’t really have a way of interpreting images without the context that you provide. A closed caption track, which will always contain keywords relevant to the content of your video, is another way to provide that context to Google.)

Keyword-optimizing your video on YouTube in this way helps Google’s search engine to understand what it is about, and what search terms it should show up for. When you embed an optimized video on a Web page, the keywords that video is optimized for help Google realize that those keywords are relevant to that page. A video makes your page more engaging to the potential customer and easier to find when that customer searches for relevant keywords.

You’ll also find that when you do a relevant Google search, the video’s YouTube watch page will show up as its own result, in addition to the landing page it’s embedded on.

This has the added benefit of pushing your competitor’s results lower in search engine rankings. (TIP: Try embedding your video to other hosting platforms like Vimeo with slightly different, but related, keyword optimization to crowd out your competitor’s results even more.)

BY LEE EMMONS

Distributing Your Video through Social Media

The next place to distribute your online video is through social media marketing. Video content is great for sharing with your followers on Facebook, Twitter, Google+ and any other social media platform you’ve found to be effective in your market. As I mentioned earlier, Facebook has made a large move toward video content, distributing videos to a significantly higher percentage of a business page’s followers than it does photos, links or text posts.4 One important thing to understand is that we’re referring to uploading the video file directly to Facebook. If you post a link to your YouTube video, this is considered by Facebook to be a posted link rather than a posted video, because it is hosted on YouTube. You’ll get the most out of your video on Facebook by uploading the file directly. A video that is uploaded directly to Facebook also has the advantage of being auto-played on that site, making it more likely that people will see it.

Distributing Your Video through Paid Ads

If you’ve ever advertised on television, you’ll know that there’s an extremely involved (and often-expensive) process of purchasing air time to make sure your ad gets seen. Many people forget that this kind of targeting and distribution should also be a part of the process with online advertising.

For example, when you post your video to Facebook, create an ad that uses demographic and location targeting to make sure it’s seen by potential customers. Going back to our earlier discussion, if you’ve made a video for your

Porsche certification, Facebook’s demographic targeting allows you to distribute your video to profiles that have expressed an interest in Porsche through the pages they’ve liked.

Distributing Your Video through Google AdWords

Google AdWords provides a number of powerful video advertising options that will help you take your YouTube video to the next level.

Think of online video advertising as a way to be much more targeted than using TV to spread your message. While TV gives you a shotgun approach, AdWords allows you to target viewers by very specific demographic information. The cost per single online video view is comparable (and probably roughly equal) to the cost per view of a television commercial.5 The average is around $0.20.

Take into consideration, however, the fact that YouTube videos have to be watched for a full 30 seconds before you’re charged for that view. In addition, consider the fact that you can target your ads using all of the information Google gathers about an Internet user through his or her browser activity. When you do this, the value of online video advertising becomes apparent.

Video ads can be created in AdWords in the following formats6:

In-Stream: You’ve seen this type of ad when you’ve watched videos on YouTube, and have seen an ad come up that can be skipped after five seconds. If the viewer skips, or does not watch 30 seconds of your video, you don’t pay for the view.

In-Display: This type offers your video as a display ad, which

Lee Emmons is vice president in charge of AP Media based in Sykesville, MD. His public relations and marketing efforts on behalf of collision repair shops throughout the Mid-Atlantic have gained industry press coverage for those shops in trade publications and local media. He and his agency are certified Google Partners, with certifications in AdWords and in Google’s Video Advertising Advanced Certification. Marketing for auto body shops has become his passion and personal area of expertise. You can visit his company’s website at AbsolutePerfectionMedia.com.

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people can click on and opt in to watch. For example, it will appear as a video suggestion or banner that can be clicked, either on YouTube or on any website that runs Google ads.

AdWords video ads allow you to set a daily budget that can be changed at any time. You can target that ad down to the following:

The zip code where the Internet user’s browser is located The keywords that the Internet user is searching with in YouTube or on other search engines Topics such as automobile repair and maintenance or specific vehicle manufacturers Placements on relevant websites, such as car forums, where your video will appear as an in-display ad With a relatively modest advertising budget (usually at a much lower price than TV advertising), you can get thousands of highly relevant views for your YouTube video in your market in a relatively short period of time. At $0.20 per view, you can spend $200 and have your Porsche testimonial video seen by 1,000 people searching for Porsche repair, visiting Porsche Internet forums or watching Porsche YouTube videos. On a number of occasions, I’ve personally seen this highly targeted approach help solidify a shop’s relationship with the relevant car enthusiast community in its market.

The most important thing to remember is that your video is part of an ongoing marketing strategy. Once you’ve made a great video, you’re still only at the beginning of the process. The only way that video is

Your Video is an Ongoing Marketing Campaign

going to be seen by potential customers is if you have a strategy for distributing it. This means:

making it easy to find amongst the millions of hours of content on YouTube through effective keyword optimization; incorporating that video onto your website wherever possible; using that video as content for social media marketing (posting it more than just once); and creating paid advertisements through social media and Google AdWords.

With the right strategy (and with a relatively low advertising budget in comparison to TV), online marketing can provide you with a big return on your video production investment.

1. facebook.com/photo.php?fbid=10101991653731751&set=a.529237706231.2034669.4&type=1& permPage=1 2. onehourpersecond.com/ 3. slideshare.net/BlogGrowth/how-to-increase-business-profit-by-videos 4. marketingland.com/want-maximum-reach-facebook-dont-post-photos-118536 5. adknowledge.com/blog/digital-video-winning-against-tv/ 6. support.google.com/adwords/answer/2375464?hl=en

Executive Director’s Thoughts

The marketability of a collision repair business online is quite high, with the low cost structures and opportunities to reach potential customers through targeting. If you haven’t looked into it yet, then you may be missing out on something perfect for your location!

- Jordan Hendler

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TECHNICAL

FEATURE

A LOOK INSIDE POSTREPAIR INSPECTIONS “Post-Repair Inspection (PRI)” has become a catchphrase in the collision repair industry over the past three to four years.

Although PRIs have been around for decades, this term has grown in prominence in recent times for a variety of reasons. For one, the advanced steels used in late-model vehicle construction are generally unrepairable, yet pressure from insurers, unrealistic cycle times, a lack of technician training, antiquated equipment and/or greed have led to these structural components being repaired. This has resulted in noticeable imperfections.

Almost all collision repair professionals have experienced a poorly repaired vehicle in their shop. In some cases, they were horrified by what was done; in many cases, they were unsure of what to do about it. (Note: We’re not giving legal advice in this article. Please check with your lawyer regarding the laws in your state.)

Good and Bad Situations When a car is poorly repaired by a Direct Repair Program (DRP) facility, a good situation is when the insurer will cover the re-repairs and rectify things quickly. The bad situation is when a non-DRP shop (with no ties to the insurer) repairs the vehicle incorrectly and the insurer says to their customer, “You chose the facility.” In this situation, the shop owner will need to hire a lawyer. The whole process could take months or even years. Even then, the vehicle owner may not get paid because the shop could go out of business. You must inform the vehicle owner up front what his or her situation is and what the choices are.

We can break this discussion up into several categories: Good – DRP Facility Repair First party is always good.

Third party can be even better because there is no contractual agreement, but it must have been repaired at the insurer DRP shop.

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Options for settlement:

The vehicle is repairable and you can come to an agreement with the insurer.

You and the insurer agree that the vehicle is a total loss.

You come to an agreement with the shop directly.

When the insurer and/or shop disagree:

The insured can sue the original repair facility and insurer on first party. On third party, they would add the driver and/or owner of the negligent vehicle.

Have the vehicle owner pay for the repairs and sign an assignment so that you (as the shop) can sue the insurer and repair facility.

Bad – Non-DRP Facility A lawsuit against the repair facility is the only way. It may take a long time to get restitution, if ever. This is the worst-case scenario.

This is true for insurer-pay or customer-pay repairs. You chose the shop and the insurer does not have to cover the repairs.

Inspection Types Collision Repair Inspection (CRIs): This type of inspection is the most common and the least scientific. Generally, the vehicle owner will bring a repaired vehicle to a shop of his or her choice to review the repairs. This is usually from a low-speed cosmetic or minor collision event. In most instances, the re-repair will need only slight adjustment, new clips, extra buffing and polishing or (at worst) a sand and refinish.

This may be a free-of-charge service, a customer-paid job or (in some cases) the original repair facility will pay for the re-repairs. The insurance company is generally not involved in these types of cases.

Post-Repair Inspection (PRIs): This type of inspection is generally due to noticeably

incorrect repairs and/or drivability and operational issues with the vehicle. This is a very extensive inspection where the following will generally be required: Hundreds of photographs

Three-dimensional measurements

Paint film thickness measurements

Some destructive testing (disassembly, sanding or grinding) Borescope inspection

Visual weld inspection

Generally, these inspections will uncover enough evidence to suggest extensive rerepairs.

Quality of Repair Examination (QREs): This type of inspection is the most scientific and requires extensive knowledge of vehicle repair protocols, vehicle design, metallurgy and engineering principles. An engineer or collision damage analyst (CDA) generally performs QREs. A CDA is usually a collision repair expert who possesses extensive training on repair protocols, engineering principles, welding, structural repair and mathematics. A QRE requires these types of experts because they will need to prove what is wrong, why it is wrong, how it is wrong and why these repairs are required. Oftentimes, the expert will be required to go through a Daubert or Frye hearing. In a body shop situation, it is easy to state what must be done because of this or that. In a court situation, you will be required to have scientific proof. These examinations will require extensive and in-depth evidence, including the following: OEM-specific repair protocols and procedures

Hundreds of photographs (in specific numerical order and location)

Three-dimensional measurements (with calibration reports)

Paint film thickness measurements (with calibration reports and measurement analysis) Visual weld inspection and measurement

Destructive testing (disassembly, destruction strength tests of components’ welds and bonding)

Macroscopic and microscopic paint material evaluation Borescope inspection

Additionally, the client attorney requires an independent to assist in proving the issues.

Training To become successful at anything, you will need to train and practice (and obviously fail a few times). Your experience in collision repair is extremely helpful, but you will also need to build your résumé, professionally called a CV (Curriculum Vitae). Here is a list of training you will need to assist in your goal of being a PRI technician: Experience as a technician

Current and ongoing structural repair training/certification from multiple lines (Celette, Car-O-Liner, Chief, CarBench, Global-Jig) Current and ongoing welding certifications from companies like ISO and AWS Current and ongoing OEM training certifications

Current and ongoing engineering education

Current and ongoing professional association membership

our industry, but they cannot address the solutions to ensure safe and proper repairs. Training, education and adhering to standard operating procedures (SOPs) are some things to start with to ensure that proper repairs are being performed. What you do today can destroy what you build tomorrow. H&D Larry Montanez III, CDA is co-owner of P&L Consultants with Peter Pratti, Jr. P&L Consultants works with collision repair shops on estimating, production and proper repair procedures. P&L conducts repair workshops on MIG & resistance welding, measuring for estimating and advanced estimating skills. P&L also conducts investigations for insurers and repair shops for improper repairs, collision repairability and estimating issues. P&L can be reached by contacting Larry at (718) 891-4018 (office), (917) 860–3588 (cell), (718) 646–2733 (fax) or via email at larrygoju@aol.com. The P&L website is www.PnLEstimology.com.

Jeff Lange, PE is president of Lange Technical Services, Ltd. of Deer Park, NY (www.LangeTech. net). Jeff is a Licensed New York State Professional Engineer who specializes in investigating vehicle and component failures. Lange Technical Services, Ltd. is an investigative engineering firm performing forensic vehicle examinations and analysis for accident reconstruction, products liability and insurance issues. Jeff can be reached at (631) 667-6128 or by email at Jeff.Lange @LangeTech.net.

Nuts and bolts, tips and tricks from our resident industry experts.

BY LARRY MONTANEZ III, CDA & JEFF LANGE, PE

Larry Montanez of P&L Consultants will be presenting a special seminar on Post-Repair Inspections (PRIs) on November 4 at the SEMA Show at the Las Vegas Convention Center. The session will help students learn the differences between post-repair inspections and forensic examinations, and the role each plays in analyzing collision repair performance. The session will also guide attendees through the steps and processes to conduct a proper and thorough post-repair inspection, and the benefits that offering such services present to your customer and your business. Attendees will receive report-writing tips and foundations for re-repair damage report analysis. Even for those not interested in performing post-repair inspections, the session will help to identify situations where you can repair the vehicle and when you need an expert.

More information on this and other Repairer Driven Education (RDE) classes at SEMA is available at semashow.com/scrs.

Peer-reviewed articles

Speaking engagements

Training engagements

This will not happen overnight. It takes time to build your knowledge, experience and recognition in this field. One thing to remember is not to make such a big mistake that it ruins your career.

Everyone makes a mistake or two, but don’t be so off base that it could prevent you from ever being hired again. Always remember that we are a small community and news travels fast. If you want to get involved in becoming a PRI technician or rising up the ladder to a CDA, take it slow and study. Practice makes perfect. You will need to be proficient at photography, documentation, measuring and note-taking. All of these things will be used in the expert report you will need to write.

PRIs will grow in prevalence as more and more vehicles with advanced high-strength steel (AHSS) or aluminum are produced. This will all be due to many collision repairers’ refusal to invest in proper equipment and training, which is causing the current crop of incorrectly repaired vehicles. PRIs are exposing the main issues in November 2015

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INDUSTRY

FEATURE

BY JOEL GAUSTEN

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An overview of efforts to train and certify shops.

There was a time when most shop owners only had to pay a licensing fee and turn their lights on to get business through the door, but those days are clearly over.

As an ever-growing number of shops know, today’s industry demands specialized equipment and skills to tackle the many complex vehicles hitting the roads. This month, Hammer & Dolly provides a snapshot of some of the auto body world’s efforts to keep shops performing at the peak of their abilities – and have the credentials to prove their worth.

Automakers Evolve As anyone who has been through its certification program knows, Audi is always looking to provide technicians with the most comprehensive training possible. Now, with the launch of the new Audi Q7 this January, the automaker is gearing up to raise the skill level of the collision repair field like never before.

At the time of this writing, Audi was in the final stages of developing a new curriculum specifically designed to train repairers on multi-material vehicles that boast high-strength steel, aluminum and ultra high-strength steel.

“It’s no longer going to be aluminum versus steel,” offers Audi Collision Programs & Workshop Equipment Specialist Mark Allen. “It’s going to be hybrid construction, which is necessitated by the launch of the Q7. We have a very large task of bringing the entire network up to being able to handle those repairs to the level at which we see they should be done.”

Naturally, this evolution in training will require greater attention to detail than in the past, as well as a heightened awareness of cleanliness in the workplace.

“In putting these dissimilar metals together, you’re going to need to look at [your facility] being more of a surgical suite than a body shop as we know it,” Allen says.

While the planned advancements to Audi’s training program are sure to keep repairers on their toes, the automaker’s current training platform already requires a considerable commitment. To just walk through the door, a student taking Audi’s 10-day Aluminum Welding & Structural Repair Certification

Course will need $3,000, not counting expenses for food, lodging and travel. With constant practice being a necessity for a skilled aluminum technician, Audi requires a four-day recertification course every two years at $1,500 per participant. (The fees go towards covering the cost of the approximate 41 pounds of aluminum each student will go through during the initial training, plus the A8, R8 and TT bodies and parts that are consumed in delivering the content.) Shops can expect to spend between $60,000 and $130,000 to reach the tool, equipment and training standards of the Audi steel program. (This will be changing under the redesigned program.) Want to take on Audi aluminum certification as well? Plan on doubling that amount. Clearly, this manufacturer is looking for only the best and brightest shops and technicians to work on its vehicles.

Despite these elevated expectations, Audi is pleased to report steady growth in the number of technicians receiving – and succeeding with – its training. Since its launch in the spring of 2013, the Audi Training Center in Ashburn, VA has served more than 600 technicians nationwide, with 100 of them certified in aluminum welding and structural repair across 69 certified repair centers. More than 70 students have successfully completed recertification at least once. According to Allen, the ongoing demand for training has prompted Audi to consider opening a similar training facility on the west coast.

Of course, Audi isn’t the only manufacturer actively promoting certification. Officially launched last spring, Honda’s ProFirst Certified body shop program has already signed on hundreds of shops across the country. Like Audi, Honda is working to ensure that its certification only goes to those facilities that truly earn it.

“We have had a lot of shops apply for ProFirst, but [only] a relatively small percentage [have] qualified,” says Gary Ledoux, assistant national manager for American Honda’s Collision Parts Marketing group. “Those that qualify are typically well trained, well equipped with the latest technology and have access to and

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INDUSTRY FEATURE use OE repair information. Most importantly, the owners and managers of qualified ProFirst shops are aware of industry trends. They are visionaries. They can see the future – and they want to make sure that they take the steps necessary to be part of that future.”

Shops are currently charged a $2,700 annual fee to participate in ProFirst. I-CAR and VeriFacts are both playing key roles in Honda’s implementation of the program.

“To qualify for ProFirst, a shop must first be either I-CAR Gold Class or a VeriFacts VQ or Medallion shop,” explains Ledoux. “In addition, at least one estimator and two steel structural technicians must complete some American Hondadeveloped courses delivered through I-CAR. The folks at I-CAR

Performance Network will also manage enrollment, online support systems, proof of compliance documentation and marketing.

“There are more than 550 centers in the [Recognized Collision Repair Center] program,” says Tiffany Stroupe, Hyundai’s senior manager of parts sales. “We are currently adding about 40 centers per week. Our goal was to have 500 centers by the end of the year. We are already exceeding that goal and are pleased with the progress. We have a good mix of centers across all of our regions. The Western region is definitely going strong, with California making up 75 percent of all [that area’s] participation.”

Hyundai is the latest manufacturer to join up with Assured Performance, who also oversees certification/recognition programs for Ford, Fiat, Chrysler, Nissan, Infiniti and GM. According

While pursuing certification/ recognition may not be on every shop’s agenda, it is clear that having it does come with hefty benefits. have been great to work with [in] helping to facilitate the shop’s training needs, and VeriFacts gives a shop a viable alternative to Gold Class. Many shops have achieved both. Either way, the shop’s technicians have the knowledge and skill to perform proper repairs.”

Facilitating Perfection In July, Hyundai joined the list of automakers focused on elevating the quality of auto body repairs by launching a Recognized Collision Repair Center program. According to company materials, the endeavor “ensures both independent and Hyundai dealership-owned collision repair centers have the training, tools, equipment and facilities needed to properly repair Hyundai vehicles after they have been involved in a collision.” Assured Performance Network, a nonprofit consumer advocacy organization, has signed on to guarantee that participating collision repair centers meet the program’s specified capability requirements and pass an annual onsite audit and inspection. Assured

to its website, Assured Performance “works with several leading auto manufacturers to identify, certify and promote repair businesses through one joint-effort program. This approach eliminates redundant costs and duplication between programs, saving time and money for all concerned.” As Assured Performance Network CEO Scott Biggs sees it, his organization’s objective is to “have a light in every community” in the United States and Canada (where they will be entering later this fall). Currently, more than 2,200 shops nationwide are enrolled with Biggs’ platform. He says that by following Assured Performance’s “certified once, recognized by many” philosophy, participating shops can achieve the same kind of recognition from multiple automakers, for about a third of what it usually costs to reach a similar level with just one vehicle manufacturer.

“We took an approach that was very fair, [with] a very reasonable strategy for the body shops to participate,” he explains.

“Too many programs that went out before were trying to maximize the money that the administrator can make, or they were

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INDUSTRY FEATURE overly complex. Some of them were very difficult because it [involved a] name brand [for] a piece of equipment or a tool...It made the cost of participation prohibitive. Our strategy was to focus on making sure we can have complete coverage of the country and a fair entry for all shops that wanted to get serious to be able to take a shot at this.”

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The Realities of ROI While it is encouraging to see so many shops break away from the norm and expand their offerings by embracing aluminum and other complex materials, it is crucial that shop owners realize that following this path isn’t for everyone.

“Technology is expanding far faster – and expiring far faster – than it ever has in

the past,” says industry speaker Tim Ronak (AkzoNobel), whose November 3 course at SEMA, “Getting Paid for Investing in Facility, Equipment and Training,” will offer real-world facts and figures to help shops make better financial decisions. This includes taking any investment that a shop has made in technology – ranging from revamping the facility to training technicians – and actually pinpointing the perunit cost. This exercise is sure to make some business owners face the reality that the costs associated with taking on certain vehicles are too heavy for their particular markets to bear.

“It’s been very flattering to us that shops think of us for training, but sometimes I feel bad because Audi isn’t prevalent in their market and the shops are not seeing a largeenough volume of these cars to make a business case for the investment,” admits Allen. “They’re maybe seeing a lot of F-150s and other manufacturers, and it may make more sense to invest in that business.”

Ultimately, shops that are considering OEM certification should give some serious thought to how possible it will be to see a profit after all the time and resources are committed to getting that designation. Is it really worth it?

What happens when the next big advancement hits the industry with a major price tag? All the skills, training and certifications in the world are meaningless unless shops embrace the idea that they are entitled to a higher standard of compensation to match their higher standard of expertise.

“The assertion that the investment in technology, equipment and training is just a cost of doing business is the greatest Jedi mind trick perpetrated on the industry,” Ronak says.

While pursuing certification/recognition may not be on every shop’s agenda, it is clear that having it does come with hefty benefits.

“I can envision a time in the not-toodistant future when those shops that are not certified to work on a particular brand of car, or that don’t [stay] current on knowledge and equipment, will simply cease to exist,” offers

Ledoux. “And thanks to social media and its ability to reach the average consumer, people are becoming educated about proper collision repair. I’ve had conversations with consumers who insist on having their Honda or Acura repaired only by a ProFirst Certified shop.”

“Whether it be your turnips and lettuce in the store or a Stanley Steemer, when it says ‘certified,’ customers pick it three to one over everything else,” adds Biggs. “That’s the ROI...Anything and everything that a shop does is better when they can say, ‘I’m certified.’”

H&D

Executive Director’s Thoughts

Those shops that invest in the OE certification programs, adopt certification as a culture and adhere to the principles of the education they receive are getting the most “bang for the buck.” If a wholehearted effort isn’t made, then I question the ability to see real ROI. - Jordan Hendler

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Insight into the importance of OEM.

VENDOR

BY PAT O’NEILL

CORNER WHY OE APPROVAL MATTERS IN ALUMINUM REPAIR

So you’ve decided it’s time to invest in some aluminum repair equipment. Here are some questions you’re probably asking right now:

Whose equipment do I invest in?

Should I look for a local equipment distributor online?

Should I invest only in equipment that has OE approvals?

Can I see the equipment being demoed before I decide?

Who services the equipment when something happens?

Is cost the most important factor, or should I spend a little more for a tool that will make my technicians more productive?

At the end of the day, what most of us focus on is whether investing in equipment is the primary objective on the list of potential business decisions we must make.

I see many parallels between equipment purchasing and the comparisons shops make between OEM and aftermarket parts. From my outside perspective looking in, it is interesting to say the least. I am in and out of shops every day, and one of the things I hear the

most is technicians complaining that the aftermarket parts don’t fit like OE. I hear that the aftermarket parts take longer to install and have to be test fitted, and no one gets paid for the extra time this takes.

The same thing can be said for the difference between OE-approved equipment and those pieces that have not achieved this designation. The OE-approved equipment has been tested by the manufacturer and found to work as designed for their specific vehicle constructions and engineering. How do we know that it’s performing the job to meet the OE requirements? The equipment manufacturers that have approval have submitted their equipment to the OE for testing so that they can verify that it meets the criteria necessary to perform the job correctly. This actually helps the technicians by removing a lot of the guesswork.

It is likely that there are alternatives out there that can perform the same functions. But in my opinion, it is difficult to determine with certainty that the repair will have the same quality and functionality as one performed using OE-approved equipment. H&D

Pat O’Neill, owner and operator of Chesapeake Automotive Equipment, began his 40-year career in the industry as an ASE-certified mechanic.

Chesapeake Automotive Equipment handles the product needs for collision and automotive repair shops and provides customers with decades of experience through personalized training, service and sales. The company distinguishes itself by ensuring an up-to-date experience on the best technologies in the collision repair industry, including the Pro Spot Family of welders and aluminum repair equipment. Pat can be contacted at (800) 604-9653 or pjmoneill@verizon.net.

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In Memoriam:

FRANK “JAY” VASZIL On September 3, Walker Mill Auto Collision (Capitol Heights, MD) lost one of their best and brightest, Frank “Jay” Vaszil, to a heart attack on the job. Vaszil, 61, was a loving son, brother, husband, father, uncle, grandfather and friend to the industry.

“It’s devastating; we all expect to go to work in the morning and come home at the end of the day,” says Walker Mill Auto Collision owner Kevin Burt. “Jay was an employee for over eight years. He was an excellent mechanic with over 35 years of experience, ASE certifications and a qualityminded approach to his job. Employees like that are few and far between, and he was the best.

“He had a great sense of humor and was a great family man,” Burt continues. “I can’t say enough about him. He was a model employee and a great person. He will be missed.”

Vaszil is survived by a loving wife, Patsy; mother, Joan; children Kimberly Hockman, Kristine Dehler and Derek Vaszil; brothers Mark and Scott; and sisters Joan Tischer and Jennifer Vaszil. The family requests donations to the ALS Association in honor of Frank’s brother Scott. WMABA and Hammer & Dolly offer the Vaszil family our deepest condolences. H&D

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Don Beaver

(443) 539-4200 ext. 17061 Dbeaver@antwerpenauto.com

PRESIDENT’S

MESSAGE IT’S SEMA TIME As I write this, children are heading back to school and there is a little nip in the air. Right around this time, people begin to think about the next season and upcoming holidays and events. Before you know it, we will be using that dreaded “s” word – snow. This time of the year also signals the return of our industry’s premier event, SEMA. For many of us, this will be a time to rekindle our spirit and camaraderie. SEMA allows for many industry-changing meetings and classes that will take us into the next year and beyond. Whether you go for the roundtable discussions, the classes on ever-changing technology or the massive showcase of equipment and supplies, this is a show you don’t want to

miss. If you don’t get involved in these happenings, you will certainly be left behind by the rest of our industry. Burying your head in the sand and “hoping” things are going to get better (or believing the vehicles we repair every day are going to get less complex) is just naïve. Get your heads out of the sand and get to SEMA! (PS: It would also do you a lot of good to attend WMABA meetings and get involved here at home!) H&D

WE NEED YOUR LEGISLATIVE CONTRIBUTION! I appreciate WMABA working on my behalf at the state capitol(s)!

Here is my contribution to the legislative efforts.

P.O. Box 3157 • Mechanicsville, VA 23116

Name: ______________________________________Company: __________________________________ Address: __________________________________________________________________________________ City:____________________________________________State: ______________________Zip: ________ Phone:

______________________________Email:

Donation Amount: Check Enclosed

$50

$100

____________________________________________ $500

Other ________________

Credit Card (Visa, Amex, MC)# __________________________________________________________ Exp: ________

Name on Card: ______________________________Signature: __________________________________ 48

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November 2015

Pre- and Post-filtration: Intake and Exhaust.

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ADVERTISERS’ INDEX

Air-Tech Products ................................52 Alexandria Toyota ................................54 All Foreign Used Auto..........................45 AP Media ............................................33 Audi Group ..........................................9

Audi Silver Spring ................................IBC

Axalta Coating Systems ......................OBC

BMW Group ........................................28-29 BMW of Silver Spring ..........................IBC BMW of Fairfax....................................3

CAPA ..................................................8

Car-Part.com ......................................45

Chesapeake Automotive Equipment ..46

Empire Auto Parts................................47 Ford Group ..........................................21 Future Cure ........................................44

GM Parts Group ..................................13 Hendrick Honda ..................................53

Honda Group ......................................15 Hyundai Group ....................................23

Koons Ford ..........................................53 Malloy Auto Group ..............................4

Mazda Group ......................................38 MINI Group ..........................................32 Mitsubishi Group..................................34 Mopar Group ........................................51

Nissan Group ......................................39 NuCar ..................................................7

O’Donnell Honda ................................47

P&L Consultants ..................................37 Packer Norris Parts ............................14

Porsche Group ....................................42

Porsche Silver Spring ..........................IBC PPG ....................................................IFC Reliable Auto Equipment ....................11

Safety Regulations ..............................54 SEMA Show ........................................42

Steck Manufacturing............................52 Subaru Group ......................................35

Toyota Group ......................................49 VW Group............................................50

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