Wayne Kelly Returns to Abra as VP of Operations

Kelly's career in the industry grew with Abra when it started franchising in 1987.


Abra announced Wayne Kelly has made a return to the network where he began his career. Now serving as the vice president of operations, Kelly's homecoming is timed with Abra's 40th anniversary.

“I was there for the very beginning, and to see where Abra is today is incredible,” said Kelly. “It is truly a family of local owners and I’ve had relationships with them for four decades. Now, we see their sons and daughters leading the family businesses and continuing the generations of trusted collision repair.”

When Kelly started out as a technician at a young age, in Minnesota, Abra was a fledgling brand. As it grew -- and began franchising in 1987 -- Kelly grew with them, running locations, managing operations and recruiting new franchise owners. A member of the original Abra family, he took great pride seeing Abra evolve into a powerful brand in the collision repair industry.

“What made Abra successful then –- and still today –- has been the focus on smart processes and high quality,” said Kelly. “Abra has a 96% referral rate from customers because the Abra owners and managers treat customers well, deliver quality repairs and back up their work with not just a warranty, but also with their word.”

Under the larger umbrella of Driven Brands since 2019, Abra has benefited from enhanced resources, operational expertise and educational opportunities. In his new position, Kelly will capitalize on these advantages, focusing on operational improvements, leadership development and strategic expansion. The introduction of the Driven Brands EPG (EDGE Performance Groups) is one initiative aimed at bolstering Abra owners.

Kelly's vision for Abra extends beyond maintaining the status quo. With plans for enhanced partnerships with auto dealership body shops and the opening of new locations in key markets, there's a clear roadmap for expansion. Kelly praised the leadership team, including Kris Joeckel, Del King and Jesse Weideman, for their commitment to the brand's ethos and their hands-on approach with facility owners.

“We have an incredible foundation of leadership among our Abra owners, and they have passed this mindset to the next generation, who are ready to continue the growth and success of our brand,” said Kelly. “My goal has always been to lead by example and look ahead at where we can go together. We have an exciting opportunity ahead for our next 40 years, and I’m proud to bleed Abra blue and guide them on that journey.”

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