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Page 1 of 2 As Brian Gutierrez walks through the new, 30,000 sq. ft. Mossy Certified Collision Center in San Diego, the techs call out to him: "Hey, Brian, what’s up man." "Brian, I got a problem with this frame. You got time for me?"
Gutierrez stops, examines the damaged frame and talks about the repair. Not exactly what you’d expect of a salesman, but Gutierrez isn’t your usual shop equipment salesman. "I’m one of them because I started in body shops. Started my family and put myself through college as a body man and shop manager. I still don’t think of myself as a salesman. I’m a consultant. First we ‘talk shop.’ We find the right solution for their problems, then I deliver the right equipment. I’m always looking for a long-term partnership with the customer." Gutierrez’s company, Equip Automotive Systems, has become a partner with some of the largest body shops in Southern California over the past five years. From its offices in a Santee industrial park, the firm sells Jollift lifts and bench systems for frame repair, Elektron spot-welding equipment and their own line of parts handling carts and racks.  | | The Equip Automotive staff includes Natalay Gutierrez, George Diaz, Joe Bacerra and owner Brian Gutierrez. |
The shop area was busy on a recent morning as employee Joe Becerra assembled a parts rack while George Diaz loaded parts into a service van. The service calls are coordinated by Gutierrez’s adult daughter, Nataley , who manages the office. The company sells and services equipment throughout San Diego and Orange Counties, Los Angeles and the Inland Empire."Bob Mazmanian covers North Hollywood and the Valley, most of northern LA, and then we’ve got Frank Wilson in Riverside and San Bernardino and some eastern parts of LA. They’ve both got years of experience in this industry. They’re consultants, just like me," said Gutierrez about his two field reps. From body man to business owner Gutierrez started working in body shops not long after high school. He completed vo-tech training and advanced quickly, working in both independent and dealer-owned body shops. "I was the highest paid tech in the shop, then I worked as shop foreman and assistant manager. But I always knew that I wanted more. I felt like I had a different calling."
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