"A Reputation For Excellence" - that is the business credo for two very busy collision repair centers in Phoenix' East Valley owned by Chuck and Leslie Danielson. One of the secrets to their extraordinary success is insisting that their customers have peace of mind about the repair and the repair process. 

Invision Collision Center's modern facility, complete with state-of-the-art equipment, has curb appeal as well.

Chuck and Leslie Danielson are a husband and wife team at Invision Auto Body where they employ a staff of 16.

Chuck Danielson started fixing cars while in high school in a neighbor's garage. After his high school graduation in Colorado, Danielson went to college to study diesel mechanic repairs. After college, the job market had fallen apart for diesel repair so Danielson decided: "I'll just go paint cars for a living."

His career started on the line in Colorado, eventually moving to Phoenix, moving through all stages of the collision repair business, culminating in the purchase of their first 3,000 sq. ft. shop in 1994. Danielson's reputation with his customers and the insurance community - as being fair and doing quality work - propelled Invision Auto Body into the successful enterprise it is today.

After two months in the small shop, they expanded into more space - and the rest, as they say, is history! Invision Auto Body's business just kept growing and to meet the demands of this growth another building was leased - they were even operating double shifts! "It was a nightmare," remembers Danielson. At this time, the Danielsons made the decision to build a new shop - something they designed themselves to accommodate the workflow that keeps coming to the door.

New facility opens doors

The original location was retained and Invision expanded into the new facility in 2001. The new Invision Auto Body has the design of a top producing collision repair center which averages $500,000 per month in sales, and the professional look of a top- notch law office. The Ralph Lauren color scheme and sophisticated photography throughout the office wraps that advertised Invision "peace of mind" feel around the customer.

This state of the art collision repair facility is housed in a 28,000 sq. ft. building sitting on four acres. The shop is built for high production and high quality repairs. Working conditions are good in this Arizona shop. Air conditioning throughout the whole building creates a better atmosphere for high performance. In the Arizona climate, the thermometer reaches 110 degrees and above during the summer. "We want everyone to be able to do their job well. Air conditioning makes it easier for that to happen," says Danielson.

Every collision repair technician has at least two stalls so they can tear down and work jobs "back to back." The best and newest technology prevails in this state of the art collision repair center. In addition to the Celette Bench, Invision utilizes a Brewco Frame Rack, a Kansas Jack World Rack and the Shark electronic measuring system. A full-time mechanic does engine R & I and airbag replacement. The mechanical department uses the brand new Hunter DSP 600 to guarantee the car is repaired exactly to the manufacturers' specifications.

BASF Diamont®

The paint department at Invision Auto Body sprays BASF Diamont. One lead painter, two sprayers and three helpers use two Spray Bake down drafts and four prep stations. The Spray Bake booths are complete with tile floors. It takes three full-time detailers to keep up with the volume.

All technicians are highly trained and I-CAR certified to repair the damaged automobile back to factory specifications. The office wall is adorned with certificates and recognition of accomplishments.

Profitable relationships

All of this proves out in the management of the succesful insurance direct repair relationships working at Invision. They manage six direct repair programs and host two insurance company drive-in estimating offices. Danielson says his work mix is 65% DRP and 35% dealer referrals. "Included in the mix are many, many repeat customers," Danielson smiles. To facilitate his customer base, Danielson uses all three estimating database programs: ADP, CCC and Mitchell.

General Manager Geoff Means has four estimators and two production managers. This production team works simply and well. Quality control is managed throughout the repair process by the two production managers. As Danielson puts it,"One brings it in and the other puts it out."

Means and all four estimators have private offices opening into the main office and customer reception area. The production office in the shop has video terminals mounted in the production office set up to view every job in progress. "One of the reasons for the video cameras," Danielson says, "is to watch how the job is moving along. You can't believe how many steps it saves when you can look and see exactly what is going on with the repair."

Around the corner from the production office, there is a parts room run by the parts manager, Dee Pennell. She brings experience with her to Invision, coming from a dealership parts background.

Means feels confident that things are working well at Invision. "Our customers always come back to us; they know that everything will be taken care of." As advertised on their website, they guarantee the Invision customer "peace of mind."

Multi-tasking

Invision's office staff works through the daily demands of this high-volume shop, efficiently and quietly. Two receptionists work at the front desk and greet customers, answer phones and assist with paper work. A full-time bookkeeper uses the Mitchell ABS management system for accounting purposes. Leslie and Chuck Danielson each have private offices opening into the main reception area. Leslie does all the marketing for Invision. Along with his Invision owner responsiblities, Chuck is the IT guy who builds the technology and networks that keep everything going. That is impressive!

Another special touch in a shop with many special touches is the employee lunch room. This room is like walking into a restaurant, featuring a patio for outside dining. On bulletin boards in the lunchroom you can see the esprit de corps prevalent at Invision Auto Body: The boards are full of pictures of employees and their families.

Invision sponsors many baseball teams and bowling leagues, "but we only sponsor a team when an employee or family member is on it," Danielson explains. Those pictures are on the walls as well. Fishing trips, jokes and good times are all over the room.

Industry vision

The Danielson's have three children: 24-year-old Charlie Danielson's chosen profession is drafting; 21-year-old Kyle Danielson is going to college to major in business; and 19-year-old Crysandra is undecided. All three are proud to share responsibilities in the family business.

Chuck and Leslie Danielson have built their industry vision. The name Invision came from asking the question, "What will our customers envision their car to be when we are done?" Invision Auto Body is the answer.