Thursday, 20 October 2011 17:23

Busy Shop Clearly Sees Benefits Working with Pro-Spray Solvent & Waterborne

Written by  Ed Attanasio
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As the owner of Icon Collision in Memphis, Tennessee, Tim Russell runs a body shop that fixes approximately 210–230 cars every month, does $6 million in business annually and oversees six busy divisions—including two detailing businesses, a PDR department, a glass division, a retail collision branch and a wholesale body shop.  Specializing in high-end luxury vehicles, Icon works with several Memphis-area car dealerships that don’t have their own collision centers, such as Lexus of Memphis, Wolfchase Toyota-Scion, Performance Toyota and Wolfchase Dodge, Chrysler Jeep. Russell needs a paint system that will produce top tier paint jobs each and every time, either waterborne or solvent, depending on the job.  That’s why he’s pleased to be using both of Pro-Spray’s paint systems—the Solvent Basecoat and the H2O Waterborne Basecoat.

To view a PDF of this article with photos please click HERE.

Russell, now 51, worked for sixteen years at a Memphis dealership group running their collision center and servicing their eight dealerships. When the group was sold to a large company, the climate changed rapidly. Russell wasn’t  happy with the new corporate environment, so he decided to start his own shop. Icon Collision was opened in 2006 and the business grew at an alarming rate. The shop did $80,000 in sales the first month and doubled that the second month.  Today, the business grosses roughly $500,000 every month.

When Russell opened the doors at Icon six years ago, he initially signed with another paint company. “In the end, I left them because their color matches were not accurate enough. We just weren’t able to hit on a lot of the colors.  They brought in their managers and it got to where I couldn’t even hit white pearls for Lexus cars anymore and it got embarrassing. So, we started looking around for a better solution.”

Russell sat down with Mike Aguirre from Color Connection, who he had known for quite some time and who was now representing Pro-Spray. They met with Todd Berry, Pro-Spray’s local distributor and Phil Rich, Pro-Spray’s territory sales manager and went through the advantages and savings associated with the Pro-Spray products. As they say, the proof is in the pudding, so Russell and his crew tested and re-tested the products.

Recalls Russell, “One day, I couldn’t get a match on a Lexus we were painting, so I called Mike at Color Connection and said can you match this color?” He said, ‘we can butt match it.’ I told him, ‘get down here and if you can butt match these panels, we’ll talk.’ He gave us the Pro-Spray paint and without tinting or mixing, we hit it right the first time. I thought that was pretty incredible.”

“All of the Pro-Spray people came here to the shop and we talked to them. I looked at the pricing and realized it’s about 40 percent less than what I was paying with the other company.  I could also see that they hadn’t done a price increase in three years, while our other paint company was raising their prices about 6–10%, or even more, every year.”

Other benefits became clear the more he looked at Pro-Spray. “I analyzed Pro-Spray’s clear coats, because that is always one of the main things I look at. I like high solid clears, and they have 52% high solid clear, with the competition coming in at 48%. It doesn’t look like a big difference, but if I can get a better clear at a lower price, why not? “The major things we were concerned about were the color matches and the protection provided by the clear coats. It’s not rocket science. If it’s prepped properly, it will last. We’re more concerned with the color match and the clear.”

Hitting on color matches with Pro-Spray also got his attention, Russell explained. “Hey,  I‘m not expecting every  paint manufacturer to match every color every time, because it just isn’t going to happen.

There are times you’re going to have to tint, for various reasons, and that’s a reality. But, Pro-Spray definitely  impressed  me and I made a deal with them. We started with Pro-Spray in late 2009 and we’ve been spraying it ever since.”

Adopting Pro-Spray was a gradual yet fairly drama-free process, Russell said. “We started by using their solvent product and about six months ago we added their waterborne line. They brought in their people and we didn’t have to send anyone to a school, so it was convenient. They had five people here for a full two weeks with the solvent and two people here in the  shop with one week for the waterborne. We added the waterborne because more and more of these newer models are painted with waterborne.

Right now he’s painting more cars with solvent, but that may change, Russell stated. “I have both systems in place and I’m letting my painters decide. They’re picking 90% solvent right now, because they’re comfortable using it and right now it takes them 15-20% longer using the waterborne. So, I’m going to have to make a decision soon on whether to make a full changeover to waterborne or use both.  My guys get paid flat rate and the more cars they paint means more money in their pockets. Everyone hates change, but we like the Pro-Spray  H2O waterborne, so once we can get faster at using it, the transition will be easier to make.”

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