Motor Bodies Widnes couldn’t be better placed, located a stone’s throw away from the A568 with the M62 nearby. It’s a big site, lots of parking at the front and a huge compound for 350 cars at the rear of the 16,000 sq ft bodyshop.

The reception is welcoming and the greeting on arrival is friendly. An upset driver arrives having just hit another car in a car park. After checking he’s ok, customer service advisor Julie Graham tells the driver, ‘If you bring your car round to the front, we can get an estimate done on it straightaway.’ The friendly and professional approach to customer service is just one of the reasons why Motor Bodies Widnes, a bodyshop Large Bodyshop of the Year finalist in 2010, has been so successful in recent years.

John Lea bought Motor Bodies Widnes in 2000. He then sold his distribution business – JP Automotive – to Sinemaster in 2006. ‘It felt like a natural progression, moving from paint distribution to buying a bodyshop,’ said John. ‘As a distributor, as well as supplier of paint, I worked with my bodyshop customers to improve their profitability, because this was key to the success of my own business. So I understand the challenges and importance of bodyshop profitability from both sides of the fence. That said, it’s not a tricky business and, despite the economic and market forces at play, to remain profitable you just need to run your bodyshop as a professional business.’

First and foremost John is a businessman, a businessman who owns a bodyshop. He’s honest when asked how running a bodyshop stacks up to his other business ventures. ‘The bodyshop takes up 80% of my time yet makes about 20% of my profit,’ he jokes. Luckily, John ‘loves’ the industry and is enthusiastic about the future potential. ‘I see better times ahead,’ he said.

After buying the bodyshop (then a customer of John’s), initially he focused on rebuilding the team and securing much needed, regular insurance work. He saw a ‘shift’ in the market to vehicle manufacturer approved networks, supporting insurance contracts, and decided to gear the business to marque specialisation. When John chose to completely revamp the site in 2007, he asked Mercedes-Benz to specify the standards that they required, ensuring a prestige working environment.

‘We completely turned the site over and started again, and moved to a temporary facility in Speke, Liverpool,’ said John. ‘There was no point in getting all the work done and then having work providers come to us and suggest changes. The refurbishment company were briefed to follow Mercedes-Benz guidelines, which specify high standards of lighting and high spec equipment.’

Big investment

So was it worth it? When asked about the costs of the approvals, John says that investment in the business is what separates the best bodyshops from the rest. ‘For me, it was imperative to secure the right VM approvals,’ he said. ‘As cars become more technical, insurers will want to protect their interests and will be wise to send these complex vehicles to the manufacturers’ approved bodyshops. Unless you have Mercedes-Benz approval, you shouldn’t be fixing Mercedes-Benz vehicles – even if you have PAS 125.’

This stance is felt by many prestige repairers, and it’s easy to see why. The cost of equipment and training is substantial and requires a huge commitment from both management and staff. One technician was away in Germany for a two-week residential training course focusing solely on structural aluminium. This means that Motor Bodies Widnes can now repair specialist Audi sports vehicles, such as the R8.

John shares the view of many other repairers who have invested heavily to meet tough VM standards: labour rates are all too often a deciding factor and prestige repairs could be going to bodyshops who are not equipped or trained to deal with complex vehicles.

‘From an insurers’ point of view, if a bodyshop is willing to repair a prestige vehicle at £20+ per hour, whereas another shop may charge £30+ or more, insurers may think that they have got a good deal in the cheaper shop,’ said John. ‘We are keen to work with insurers to help avoid potential problems with these vehicles such as reworks. If the repair goes to a non-approved repairer, it could lead to huge consequences in the future for the driver of the vehicle and the insurer.’

Developments in automotive technology and increased levels of training go hand-in-hand. John explained one example from Mercedes-Benz – a distronic system for cruise control that adjusts the vehicle position in relation to the objects around it (ie slowing down when a vehicle pulls out in front). ‘The correct repair of devices such as this is critical to maintain safety standards,’ he said. ‘Bodyshops are now required to have specialist knowledge of specific VM requirements.’

What does that mean for the people trying to enter the industry? There are two apprentices at Motor Bodies Widnes, a painter and a panel technician. For John, a career in the bodyshop industry is exciting and challenging. ‘We need to do more to attract young people into our industry,’ said John. ‘But more importantly, we need to train and support them. With the ever-increasing cost of university education, hopefully vocational training and careers will at last receive the funding and recognition they deserve and attract high calibre apprentices into the bodyshop trade.’

Personal development of the workforce is crucial to any business, especially one where quality technicians are so sought-after. ‘It took a long time to build the team here at Motor Bodies Widnes,’ said John. ‘They are a dedicated and committed group of people and they share the philosophy and can-do attitude which is key to the success of the shop.’

Awards and training certificates are proudly displayed in Motor Bodies Widnes’ reception area, many of which have been nominated by work providers and networks. While a badge alone is not a guarantee of great service, this is proof of investment in its people, commitment to high standards and absolute belief in the power of VM branding is John’s mantra.

‘Nowadays, customers are far more aware of the benefits of having Audis, for example, repaired at an Audi approved bodyshop,’ said John. ‘Many drivers understand the importance of using genuine parts. And they like the Audi experience; we care about the customer because we value our approval.’

State of flux

Tipping point, state of flux, ready for meltdown... whatever your viewpoint, there’s no doubt that the bodyshop industry is on the cusp of major change. Like any determined business owner, John is upbeat about the future of his bodyshop. ‘Increasing rationalisation and decreasing work volumes are a fact of life and you have to adapt your business model as a result,’ he said.