The 40,000-square-foot shop with 42 bays bills itself as “The Asian and European Autobody Specialist.” Having established a niche of being the top repairer for luxury vehicles throughout a widespread marketing sphere, factory representatives from both Audi and Mercedes-Benz report that “we buy over 90 percent of all the crash parts sold in the region,” according to owner Douglas A. Trulock.
“Our mission is to repair vehicles back to a true pre-collision condition,” he says, pointing out that the entire staff is “devoted to collision repair at an unparalleled standard.” This is accomplished by following manufacturers’ guidelines and employing knowledgeable technicians along with investing in state-of-the-art tools and equipment.
“Using only the premium lines of OE certified paint and materials and maintaining a competent management staff are what we feel are the required ingredients that result in the highest quality of collision repair for every vehicle,” says Trulock, adding that the workforce holds the key to the company’s sustained success, amounting an annual gross of $3.3 million.
And if you’ve ever heard the high lonesome laments of the late, great Bill Monroe, you know that the lure of the Bluegrass State was striking a responsive chord. Trulock also wanted to be his own boss.
“I decided to buy a small business where I was the owner back in the land that I love – Lexington,” Trulock recounts. Upon engaging the services of a business broker, he was offered three unrelated enterprises that were on the market, and one of them happened to be a body shop over on Angliana Avenue.
South Broadway Collision Center was Trulock’s pick. “I thought it was an industry that was easy to get into and run, but I was wrong,” he says. “It turned out that it was the toughest industry that I had been involved in. Now I’ve devoted my life to it, and it’s the longest-lasting industry that I’ve been involved with in my life.”
Helping to alleviate the initial challenges was Dan Michalsyi, a veteran technician who had been with South Broadway since its inception in 1997. “He educated me on what it takes to repair a car correctly, and then I got involved with I-CAR and other shop owners around the country.”
Trulock, who has gone on to hold several I-CAR leadership positions, observes that his experiences with 20 Groups were especially helpful. Rather than trying to reinvent the wheel, so-to-speak, “I looked at what everyone else was doing. Every time you reach out to colleagues in your industry and open your mind and listen, you can never say that it isn’t worth it,” he says.
Working together
With a total of 21 employees, Michalsyi, the 10 other repair specialists and the front office staff deserve much of the credit for providing the excellence delivered by the business, which consistently gets top five-star customer service reviews, according to Trulock, who prides himself on maintaining a lucrative and nurturing work environment that encourages longevity and operational stability.
“Our management team sets a strong emphasis on quality repairs and customer service as deemed necessary by both vehicle manufacturers and our particular customers. The technicians understand the importance of upholding the highest standards of quality workmanship and take pride in their workmanship. As a result, the entire team works together with that purpose in mind,” he says.
An atmosphere of personal and professional growth permeates throughout the business, bringing an array of impressive certifications. “Each manager and technician is required to pursue ongoing training and continued education in their specific area of expertise,” he explains. “I expect the best quality and workmanship in everything we do.” Most of the instruction comes through I-CAR and vehicle manufacturers. “We pay for the cost of training, including the time the employees invest.”
Although turnover is low, a newcomer who fails to embrace the company culture is quickly dispatched. “I won’t hesitate to get rid of someone if they don’t do quality work and they’re not a team player. When they do (perform as expected), I’ll do everything in my power to help them succeed and prosper.”
Trulock is active in advising the region’s high schools and trade schools regarding their respective auto body programs in addition to scouting potential hires already working in the industry. “I try to stay involved in the local market, and I’ve recruited from out of town with some success.”
Out on the shop floor, a single technician repairs a single vehicle almost from start to finish, including taking on Jaguar-certified aluminum welding tasks. “One technician follows the whole car – other than painting. Your quality is much higher with one technician and one painter.”
Standard operating procedures are frequently adjusted and modified on an as-needed basis. “We continue to work to improve cycle time without losing quality in workmanship,” says Trulock. The high-end nature of the business – it also hosts a detailing department, an in-house rental car facility and indoor storage space – lessens the suitability of averaging cycle time in a days/hours format. “I don’t look at it that way.” Daily productivity is a better measure. “I’ve been waiting a month for a Maserati hood, for example, and situations like that would throw it off.”
When pursuing a repair “we have to be mindful of the cost and time for the insurance companies,” he reports. “We use used parts when we can find good quality used parts. If the insurance company says we have to use aftermarket parts we make the customer aware of it.”
Two strategies are in play when dealing with suppliers. “First, I believe in being a loyal customer. I expect the estimator to ensure the accuracy of orders to have the lowest possible returns. Secondly, as a large purchaser with a low percentage of returns I expect the best possible discount from list pricing. I treat everyone as a professional as I would like to be treated.”
A strong word-of-mouth reputation attracts a steady stream of customers through the bay doors, augmented by enthusiastic support for area schools, athletic teams and other community organizations.
“I believe quality repairs and a happy customer is the best marketing,” says Trulock, noting also that he has a dedicated marketing specialist on board who oversees the shop’s social media presence. “We don’t waste money with the Yellow Pages anymore; it’s an Internet world today.”
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