OEM certification programs have come a long way in the last two decades as vehicles and the tools, equipment, procedures and training needed to properly repair them have evolved.
Leanne Jefferies, vice president of strategic accounts and customer support at OEC, has been on the front lines of OEM certifications for years, and brings a unique perspective on how exactly shops can not only achieve certification, but leverage it as a strategic business advantage.
She appeared on a recent episode of The Collision Vision podcast, driven by Autobody News and hosted by Cole Strandberg, to talk about how certifications have expanded from luxury-only to mainstream, investment and ROI, and how certified shops can better serve consumers and their own teams.
The Beginning of OEM Certifications
The first OEM certification programs started popping up in the early 2000s, Jefferies said.
“It was really the luxury brands that first introduced certification,” she said. “The main reason is because, at that time, those vehicles had a lot of advanced technology, advanced materials, safety systems and different things that were not in all of the mainstream vehicles.”
Now, even vehicles considered entry-level have advanced technology like ADAS features and lightweight materials, due to both customer preferences and government safety mandates.
As a result, there has been a “huge increase” in the number of OEM certification programs over the last decade, Jefferies said.
“I don't know that there's a manufacturer out there today that doesn't have some sort of certification for collision repair facilities to make sure that they have a network of shops that can properly repair their vehicles,” she said.
Evolving vehicle technology means OEM repair procedures have become more complex as well.
“As we're seeing more and more EVs come out and those tolerances are so small, those vehicles have to be repaired exactly back to the way they were manufactured, to make sure that the structural integrity is in place and to make sure that that vehicle is safe,” Jefferies said.
Certification programs make it very clear what’s needed to properly repair a car, she said: “What tools, what equipment, what training is needed and the investments required to be able to qualify to become certified. Those requirements are not pulled out of thin air. If you reference the repair procedures, those are the things needed to fix the car properly.”
Getting Started
A shop owner should identify which OEM certifications are the best fit for the shop’s business mix, and the investment that could be needed to meet any tool, equipment or training requirements.
“Look at what you are fixing today and what you'd like to fix in the future,” Jefferies advised. “You also need to balance that with the cost of the certifications. Some certification programs can be extremely expensive if they have very specialized equipment. Make sure that you weigh the cost of those more expensive programs with the actual car parc and what's available in your market.”
Once engaged in pursuing that certification, expect in-person shop audits or consultations by an OEM representative.
“They look at your equipment. They take photos. And some of those programs also include things like looking at financials, looking at your process, looking at how you're repairing vehicles, repair planning,” Jefferies said.
Following the successful audit, the shop will be approved. But that’s not the end, Jefferies said.
“Once you get approved, you're not done. That's actually the beginning,” she said.
“Once certified, it opens a whole new world for helping to build your business, get cars to the door, and then just to change the perception of customers that come to your door looking for that guidance after they've had one of the worst experiences of their lives,” Jefferies said. “Being a certified shop, you have so much more to offer them.”
OEC offers no-obligation consultations for shops looking to explore OEM certifications and what they require.
“We just want to help our industry be prepared and make good choices, make good fiscal decisions,” Jefferies said.
Increasing Business Value
A lot of shops have a mix of luxury and mass market certifications, Jefferies said.
“I think once a shop embraces certification, generally they want to have as many certifications as possible,” she said.
All OEM certifications provide a “significant level of value,” Jefferies said, like including certified shops in a locator tool for customers and other marketing tools for the shops themselves.
Shops that want to be acquired one day should focus on gaining as many OEM certifications as possible, because it increases the value of the business to potential buyers, Jefferies said.
“When a company is looking to acquire a facility, the first thing they're looking at is what is the tooling, equipment, training like? What is the value of that business? When a shop is certified, it's pretty darn easy to know, OK, they're certified, so they've got all the basics, they've made those investments,” she said.
“A certified shop in general will have I-CAR Gold (Class certification), they'll have advanced training, and they'll have a staff that's focused on quality and safe repairs,” Jefferies said. “Combined with the certification itself, that will help to increase the perceived value and probably the size of the check that would be written for that facility.”
Whether they are looking to be acquired or not, Jefferies said all collision repair shops should be investing in the kind of equipment required to complete repairs to OEM specifications.
“If you don't have the 3D measuring, if you don't have proper anchoring, a squeeze-type resistance spot welder, all the stuff that's a bit expensive — if you haven't been making those investments over time, then I think you either need to invest and grow, or maybe you need to not be in the business, because all consumers deserve a safe and proper repair,” Jefferies said. “I hope that doesn't sound harsh, but I really am passionate about the fact that you have to make those investments.”
How OEC Helps Shops Earn and Maximize OEM Certifications
OEC offers a Collision Performance Network (CPN) program in the U.S. that provides a path to gaining certifications from five participating OEMs in a single process. Jefferies said CPN is a great fit for many shops pursuing their first certifications, because it tends to cover a large part of many shops’ car parcs.
Combined with its sister program in Canada, known as Certified Collision Care, there are about 2,800 shops enrolled in North America, Jefferies said.
OEC also has a Certified Repair Network division that administers CPN, as well as several automakers’ standalone certification programs.
“We look after all of the needs of our OEMs to make sure that their certification programs are managed in the way they wish them to be managed,” Jefferies said. “We also look after our shops that are going through and have goals of being certified. We have a customer success team that works directly with our facilities and helps to guide and coach them through that program. And until they become certified, we also have other services we offer.”
OEC also offers financial coaching to shops to help them improve their bottom line.
How OEM Certifications Help Attract, Retain Techs
The collision industry needs to market itself as a viable career path to young people and their parents, who often have an influence, Jefferies said.
Organizations like Skills Canada and SkillsUSA help promote all trades, including collision repair and its increasing technological component.
“Over the years, we've made huge strides in being very visible at large scale events. I think OEM certification takes this to the next level,” Jefferies said.
Young people have grown up with technology, she said. “They love it and they relate to it.”
They are looking for exciting, technology-related careers.
“The collision industry is exactly that. Vehicles are a computer on wheels, and we have to showcase that to technicians,” Jefferies said.
OEM certification gives technicians a sense of pride to be working in a shop that invests in the required training and equipment, she said.
“We know that certified shops are always training, so those young people feel like they're being invested in,” Jefferies said. “So if you are working for an employer and you feel like they care about your future, and they care about you being able to do your job, well, you're going to keep them. You're going to have much more loyalty amongst your staff, when you know you're training them and keeping them up to date on the latest trends.”
Jefferies said shop owners also need to go “outside of your industry” and reach students who are still in high school or college training programs, or engage with the community at events.
“You really need to be out there showing what an amazing career opportunity this is for young people and the high level of professionalism,” she said.
Jefferies said she has been involved with Skills Canada for 16 years, and suggested any collision repairer do the same with that organization or SkillsUSA.
“You can go out and be a judge. You can volunteer, and go where the kids are and hand out your business card,” she said. “Those kids that are competing in those competitions are the winners of tomorrow. So you need to be there to introduce yourself. Go up and shake their hand and congratulate them.”
Educating Consumers
The shop’s certifications should be a part of every single communication with a potential customer, especially when they first walk in the door, Jefferies said.
“We have to not keep certification our best kept secret,” she said.
Tell a customer, “You're driving a Nissan. You're driving a Ford. You're driving a GM. I'm so happy to let you know that we're certified. And that means we have advanced training, and we have the right tools and equipment. We're going to make sure your vehicle is safe,” she offered.
Show customers what tools and equipment the shop has invested in to earn that certification. Talk about OEM repair procedures and how they ensure the vehicle is repaired to the automaker’s specifications, including its ADAS features.
“It's up to the shop to educate about what certification means and how that's going to help to keep them safe after the repairs,” Jefferies said.
OEM certifications also help a shop stand out in its local marketplace.
Jefferies said she recently read research that found when consumers are looking online for business recommendations to fill a need, 79% to 89% will visit at least one of the businesses within one day.
“Make sure your website is updated with your certifications,” she said. “Those are $1 billion brands that you have the ability to put on your website. You should explain what training you have. You should really educate consumers through your website.
“You should also have an online presence, Google reviews and Facebook and all of these social media channels,” she added. “This is an opportunity to put information out there about your shop.”
Abby Andrews