Traditional values and service may be lost in busy city centres and urban areas, but a different aura and atmosphere is instantly recognisable within small, close-knit communities. Word of mouth, local knowledge and neighbourhood togetherness are much more prominent, a result of long-established roots that have been built up for many generations.

Keith Rule, owner of K J Rule & Son, began working for himself when he was 26 years old in St Austell after training as a Vauxhall apprentice for five years. Since setting up his own business, he has maintained his core customer base, which has grown as a result of Keith’s first-hand experience. ‘Everyone knows each other here and reputation spreads quickly,’ said Keith. ‘A good name is invaluable for any business as it can’t be bought and it sets you apart from the competition.’

Keith admits that his hobby is his job and that his passion for cars kept him going whilst balancing a young family and a thriving business. This, as well as understanding customer needs and expectations, has been critical in ensuring that K J Rule & Son maintains its repair levels. ‘When people have accidents they often don’t know what to do, so you must explain their rights and make them feel at ease, and that means negotiating with the insurance company or customer and then producing results,’ said Keith.

This philosophy has been passed on to the entire Rule family, who all have worked at the bodyshop at one time or another. Currently, Sam and Kizzy (son and daughter) are employed within the paint shop and office respectively, with Keith’s wife Marie helping out when necessary. Kizzy’s partner Gareth, as well as sister-in-law Elaine, are also both on the staff roster, which all adds to the togetherness of the business.
In 2005 Keith acquired a seven acre smallholding and obtained planning permission for a one acre development site for a purpose built bodyshop after outgrowing their previous site. Keith project managed the development of the bodyshop site himself and said that ‘everything seemed to change for the better when we moved’.

Testament

Together, K J Rule & Son has achieved many accolades and industry friends – a testament to the effort and quality of the bodyshop. It was named as bodyshop’s Small Bodyshop of Year in 2005, 2009 and 2010, and has been a Volkswagen/Audi and Mercedes-Benz approved bodyshop since 2008 and 2005 respectively.

‘2005 was a really massive year for us and it put us on the map,’ said Kizzy. ‘We’d got everything up and running and had built up relationships with our dealers, which is crucial for VM approvals.’

The VM approvals, however, do come at a price. Having seen everything within the bodyshop industry for over 25 years, the leap from Keith’s first ever repair on a Datsun 100A to top-of-the-range Mercedes-Benz must be staggering, to say the least.

‘Both VW and Mercedes-Benz have updated their diagnostic equipment,’ said Keith. ‘However, you have to invest and stay on top of your game. The investment and technology we are seeing now is only going to be the start of things to come.’

Training staff to use this technology is, however, a problem for the industry. The cost of training an apprentice to a senior level within a bodyshop, as well as the amount of time it takes to complete all the necessary courses, is huge. It must also be difficult for a newcomer to fit into a family business that operates in a certain way and produces instant results. However, Keith says that, generally, new starters are keen and can be judged quickly by the way they work and interact with others.

‘I don’t judge people on their qualifications initially,’ said Keith, who is trained in panel, paint, VDA and MET. ‘I’ve taken a chance on some people and after around six months I can make a firm judgement – skills in the workshop and keeping it clean are more important than certificates. All of the staff started before they got their ATAs so that they learnt our way first.’

Epitomised

The way K J Rule & Son operates is epitomised in its courtesy car policy. It provides a free courtesy car to all of its customers, despite the perils of customer use that are often cited throughout the industry. However, Keith says that it’s part of the service and that, generally, people treat the cars well.

‘It’s hard to get around in rural areas like Cornwall,’ said Keith. ‘Once you take someone’s vehicle away from them, they are often cut off. It does cost a lot for us but we’ve gained a lot from it – people are grateful that we help them when they need it after an accident.’

Despite winning many customers and plaudits, there is still room for improvement for the bodyshop according to Keith, who is mulling over various development options for the future, including the erection of an additional workshop to include Smart repair facilities, possibly a MOT area and even a new bodyshop site. However, like most of the industry, he is waiting to see what will happen with the economy before making any decisions.

‘The last thing I’d want to do is upset the balance we have here,’ said Keith. ‘When we look into new developments we need ensure that the business and facilities are of a manageable size so that we can maintain control and therefore keep the high standards of quality and service that we provide. It is all too easy to expand to an extent where you lose control and become busy fools. I can’t sit still and I like to be kept busy and, though we do want to expand, we’ll do it when we feel right. We’ll have to do something eventually, as it’s been two years since we completed our last major investment!’