When Westwood Auto Parts Owner Donnie Parker doodled out an image of a cartoon character over 30 years ago, he never dreamed he would be appearing in a series of TV commercials with him. But today he is doing just that.
“The cartoon character we call ‘Simple’ has really helped raise the profile of our 15-store chain,” says Parker. “It has helped set us apart from the big national chains with large advertising budgets. People recognize ‘Simple’ to be our trademark mascot. That is a positive, friendly image. It ties in with our dedication to friendly, courteous service.”
Parker and his father co-founded the company in 1962 when they opened a gas station/auto repair shop and wrecker service that operated 24 hours a day. When they had trouble getting parts after area stores closed for the day, they started stocking parts themselves. After buying parts from a local dealer for a while, they opened a separate parts store and bought parts from a jobber. Their first big move up the supply chain was when they started buying parts from Herman J. Downey and Sons. They later began buying direct from factories, and opened their own warehouse to supply their own stores.
Parker stresses that he is “blessed to have many long time employees, some who have been with the company for 30 and 35 years.” His employees have bought in to Westwood’s philosophy of treating customers the way they would like to be treated. And most of them are “gear heads” who like the automotive parts business. They also operate a machine shop at the main store.
Accounts Payable Manager Barbara Parker says Donnie is the key to their success. “He doesn’t give up,” she said. “If he starts something, he finishes it.” Parker’s “typical work day lasts nearly 12 hours, but he enjoys every minute of it,” says Barbara. Donnie says, “I’ve always been mechanically minded and loved working on cars. I enjoy working on the parts counter more than anything else. That was what got us in this business, and I enjoy it as much today as I did in the beginning.”
Parker is happy to have found a way to stay competitive with the larger organizations that can spend considerably more money in his market. Parker says his creative TV commercials with Simple have enabled him to successfully compete and beat the large corporations in the Birmingham market.
The locally produced television commercials stress Westwood’s broad inventory and low prices. Many people in the market have been surprised to learn that Westwood has the largest warehouse in Alabama. And every commercial states that “we specialize in hard to find parts.” Parker says, “We want everyone to know they can come to Westwood and find whatever part they may need. No one else in the market can offer that.”
The Vital Stats
Years in Business: 42
Revenue: Undisclosed
Growth Plans: Continue adding stores as opportunities develop.
Number of Employees: 90
Snapshot of Westwood Auto Parts: President Donnie Parker and his father co-founded the company in 1962 as a gas station/auto repair shop and wrecker service open 24 hours a day. When they had trouble getting parts after parts stores were closed for the day, they started stocking parts themselves. The parts store was so successful they soon got out of the gas station and towing business and concentrated on the parts business. They now operate 15 parts stores and a machine shop.
Wholesale/Retail ratio: 40/60
Competition: The large chain stores are everywhere in the Birmingham area, but “we enjoy competing with these retail giants by advertising the fact that, “we specialize in hard to find parts,” says Donnie Parker. Their large warehouse and dedication to friendly, courteous service are also important elements in their marketing plan.
Affiliation: Federated
Facility size: 15 stores with the largest auto parts warehouse in Alabama.
