When Gerardo “J.R.” Luna and his wife, Rita, bought Concours Motors in 2006, they knew they were building on a solid foundation. The shop had already been providing its Ventura, CA, customers with dependable repairs since 1982. Continuing to provide quality repairs to owners of European nameplates, while also upgrading the shop, was their top priority.

“Our customers are the reason that our shop exists,” J.R. says. “Every upgrade we make to our shop or our processes happens with them in mind.”

J.R. says customers appreciate first and foremost the expert repairs the shop’s five technicians provide. Those technicians, three of whom are ASE Master-certified, all hold specialized certifications in the repair of German makes such as BMW, Mercedes-Benz, Audi and Volkswagen.

“Our technicians go to training sessions a minimum of three times per year through WORLDPAC, SSF and Autologic, as well as participate in online training with Bosch,” J.R. explains. “We require each of our technicians to take a minimum of 25 hours of training per year.”

But in addition to training, J.R. says the staff at Concours Motors focuses on making the shop an enjoyable place to work.

“We have a lot of fun working here,” he says. “I think we’ve been so successful in attracting and retaining incredible employees because we deeply value each member of our team, and we make sure they know it.”

Competitive wages, free uniforms and year-end bonuses go a long way in showing staff that their knowledge and expertise is valued and appreciated. Get-togethers off the clock also help unify the Concours team.

“We invite everyone’s family to monthly barbecues and parties throughout the year, giving us an opportunity to be a part of each other’s lives outside of the shop,” J.R. says. “We are very lucky to have a strong core team of employees that keeps Concours Motors thriving.”

When a position does open up at the shop, J.R. says strong, cooperative relationships with other area shops allows him to fill job opportunities quickly.

“When we have a position open, we tell all our in-house techs as well as our friends at other local shops, who often know of other excellent techs looking for work,” he says. “We’ve been very lucky to consistently attract high-quality technicians thanks to our reputation and our company values.”

Technology Boost

Taking advantage of technological opportunities has been a positive move for Concours Motors. For example, SmartCheck digital inspections through AutoVitals has helped build customer trust and boost shop profitability. Service advisors can show customers repair areas of concern via digital images on a tablet, or those photos can be sent via email so repairs can be approved quickly and with confidence.

“People can actually see what’s wrong with their cars, so they realize how important the repair truly is,” J.R. says. “If I tell you that your car has an oil leak, hearing it from me is very different from receiving an email with a photo of the problem. Now that our customers can actually see the problem, they know how important it is to take care of it immediately, allowing us to do the work consistently and keep their car in great shape.”

J.R. says he also knows how important having an online presence is in today’s always-connected society. Optimizing the shop’s website for search and putting customer reviews front and center helps solidify its reputation for quality service and repairs.

“Every single person has the Internet in the palm of their hand,” he explains. “It’s how we reach our customers. We are constantly renewing and updating our site to make it more relevant and effective. We have a great team of professionals working out new SEO and online advertising strategies for us to reach new customers in the online community.

“One of my favorite features of our site is a review app that has more than 227 five-star reviews for Concours,” he continues. “It’s a live feed, right on the front page, where potential new customers can easily access and read them.”

Customer Retention

J.R. is quick to point out that finding new customers requires a mix of strategies, some new and some tried and true. The shop supports local high schools and non-profits by sponsoring events, believes that radio advertising is a must and gets involved in social media.

“We have a local Facebook page with almost 700 fans,” J.R. says, but “we send out mailers to the local community, inviting them to stop by. We have an incredible team of people who are dedicated to finding new customers and ensuring that our current customer base is happy.”

Aside from quality repairs, J.R. says keeping customers happy requires building a relationship of trust and respect. That can come from something as simple as keeping the shop clean and inviting, to offering customers a ride to work.

“One of our most popular service programs is our customer shuttle,” he says. “They love having a ride when they need it. They also love our Keurig and beverage station, our pastries and especially our calls to check in with the to make sure their vehicle is driving well.

“In addition, we keep our shop sparkling clean every day,” J.R. continues. “We have helpers to ensure that the shop, especially the bays, is kept clean because many of our customers bring in very nice cars, and we want them to see that we care. We also have a beautiful lounge, artwork on the walls and an incredible channel-letter sign made by a local company. The amount of care we put into making our shop attractive is apparent. Many of our customers call Concours the most beautiful auto shop they’ve ever seen. We’re proud of that.”

J.R. says he also relies on industry groups in which he participates to provide him with helpful coaching and unique perspectives on not just customer service and retention, but also on how to increase shop productivity and profitability.

“We belong to Bosch, ASE, Management Success, Business Networking International, the Chamber of Commerce, Better Business Bureau and the local Police Activity League, just to name a few,” he says. “I believe in all of them, and all of them support us. They all have a giver’s mentality, which is dear to my heart. We’re constantly working together to help others, and, in exchange, our businesses and organizations grow. When you help others, you gain so much. That’s why we do it.”

Going Green

Maintaining environmental sustainable practices at the shop is important to J.R., and the entire team does their part. Using rechargeable batteries, reusable rags and high-efficiency lighting is just the tip of the iceberg.

“We use epoxy on our floors so we can quickly mop up spills, saving water,” he adds. “We also recycle all recyclable waste, including metals, fluids, tires and cardboard. Our back shop is paperless, so we electronically communicate all orders and performance inspections. And we’re looking into the possibility of powering our shop with solar panels. How cool would that be? ‘Your auto repair shop, powered by the sun.’”

At the end of the day, J.R. says these factors work together to make Concours Motors the success it is in the Ventura, CA, area. Keeping team members and customers satisfied, as well as keeping up with technology, is critical for today’s automotive repair shop.

“You’ve got to be willing to change with the times,” he says. “The days when cars broke down and showed up in your shop are gone. In the ’80s and ’90s, a car really would break down on the street just outside, and you could just push it into the shop.

“These days, cars are made so much more reliably, with better materials and engineering,” he continues. “Customers come to your shop because you’ve built a relationship with them; they know you and they see you for regular maintenance. If you don’t get onboard with today’s technology and utilize it to reach your customers, you’ll get left behind.”