As vehicle technologies and materials rapidly evolve, OEM certifications have become complex, high-stakes investments, according to Robert Gruskos, vice president of Reliable Automotive Equipment (RAE).
At the Southeast Collision Conference in April, Gruskos shared insight on OEM certification programs during his presentation, “Navigating the Certification Maze: The Pros, Cons and What’s Worth It.” Gruskos emphasized the importance of building a data-driven strategy and aligning certification choices with specific market and business goals. He offered attendees some advice on how to navigate the OEM certification maze and create the best plan for the business and prepare for the future.
Strategic prioritization
Gruskos advised developing a framework to identify which OEM programs drive the highest volume, profitability, and long-term growth.
“OEM certifications should be viewed as a strategic mechanism for attracting the right customer base to your shop,” explained Gruskos. “The most valuable programs are those with strict parts restrictions, as they limit where vehicles can be repaired and create a competitive edge to drive consistent work.”
Gruskos said that investment should be determined based on data — specifically, new vehicle sales, local market registered vehicles, and each OEM’s trends. Equally important is understanding the competitive landscape and positioning the shop in your market.
“Ultimately, the customer plays the most critical role, as educated customers will seek out OEM-certified repairs,” he noted. “This is most seen in areas with strong auto body associations that work to educate the customer and drive them to certified collision shops.”
Investment planning
Gruskos mentioned that tooling requirements are all very similar, with a strong focus on frame repair equipment, welders, rivet guns, and a new focus on EV safety tooling.
Prior to purchasing, he said it’s best to consult the shop’s technicians as they will be affected most. “As OEM’s split between spec-based vs. label-based approvals, it’s better to prioritize purchasing label-based equipment as it will be certified for many more OEM programs,” recommended Gruskos, who assists shops in identifying tooling at RAE.
Market positioning
Building a forward-looking roadmap to navigate evolving requirements helps strengthen the business’s competitive edge in a tech-heavy industry, according to Gruskos.
“As we see new car sales drop, we can look to the past on how these are cyclical trends that never seem to go away,” he shared. “In the past, we could see this drop lasting for one to three years before an uptrend starts again.”
In these slower times, Gruskos said it’s a great to evaluate the business’s plan and invest in creating a competitive edge. He advised looking to industry articles as a great way to learn what OEMs are planning now and in a few years.
“We all see a slight pause in EV penetration but based on plans, it could explode again,” said Gruskos. “Not being prepared for it will hurt you even worse next time the market slows down like this.”
Stacey Phillips Ronak