Stacey Phillips

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Stacey Phillips is an award-winning writer for the automotive industry based in Southern California. She has more than 25 years of experience as an editor and writer and has assisted a wide range of businesses and fields. In addition, Stacey has co-authored two books.


She can be reached at stacey@radiantwriting.com. 

Friday, 20 November 2020 22:25

American Honda Motor Launches New Certification Program

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Nearly six years ago, American Honda Motor launched the ProFirst Certified Body Shop program.

At the time, many in the industry were skeptical about obtaining OEM certifications, according to Rossana Alvarez, assistant manager of collision certification and parts marketing for American Honda Motor. Over time, she said, shop owners began to realize the benefits of certification for their businesses and momentum began to build.


In response to feedback American Honda Motor has received from shops across the country, the OEM has taken steps to update its certified collision program.


As a result, the Honda and Acura Certified Collision Program will replace the ProFirst Certified Collision program during a gradual transition throughout 2021.


“The automotive industry continues to make technological advances at breakneck speed, highlighting the need for repair shops to be fully equipped and trained with access to necessary repair procedures to conduct a safe and proper repair,” said Alvarez. “OEM collision certifications are no longer simply popular; they are essential. The days of them being considered a fad are long gone.”


Alvarez said the collision industry is rapidly changing and it was important for the Honda team to keep pace.


“As OEM certification programs continue to gain traction with other sectors of the collision industry, the immediate recognition by those entities and our Honda and Acura vehicle customers becomes exponentially beneficial to our certified shops and American Honda Motor,” she added.


I recently talked to Alvarez about the new Honda/Acura program established and some of the highlights:


What prompted the decision to replace the ProFirst Certified Collision program?


The ProFirst Certified Collision Program was one of the first OEM certified collision programs to launch, and has made great strides...

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