Exterior of Kurt's Auto & Truck Center.

After five years of teaching automotive service at a vocational high school in Illinois, Chuck Kurt opened Kurt's Automotive in Rockford, Ill., in 1974. The shop began with four bays and three employees. But it wasn't long before the business was growing, so Kurt incorporated it, changing its name to Kurt's Auto & Truck Center, Inc. Following expansion of this location to approximately 10,000 square feet, he opened a second shop. Kurt now operates two businesses with 40 bays and 21 employees.

The second business, Kurt's Lube Express & Service Center, is also located in Rockford, approximately seven miles from the first location. It has a spacious 11,460 square feet. The open layout concept of the business allows customers to view all repairs and services from the customer waiting area. Kurt's philosophy is to develop a relationship with his customers and put their minds at ease about vehicle repairs and service. “Gas stations of the past allowed a customer to fill up and have someone look under the hood. At that point, the attendant could tell the customer of possible repairs that were needed without the pressure of having those repairs done immediately. People are often intimidated when they go to a garage today. I wanted to get back to developing a relationship with the customer, so I designed the new location with this in mind. We combine old, while-you-wait gas station services with the full-service repair center,” said Kurt.

The open layout of the shop at Kurt's Lube Express allows customers to view repairs, thus building customer confidence.

One wing of the shop is dedicated to oil, lube and maintenance services such as light bulb and wiper replacements, while the other area performs full service repairs.

“Customers drive up to the lube side, ring a driveway hose and pull in for, say, an oil change. While the technicians are performing the oil change, they may see that the customer needs a brake job or transmission service or something else,” said Kurt. “The technicians can explain this to the customer and offer to set up an appointment with the repair side for the needed repair and, at the same time, gain the customer's confidence.” In addition to vehicle and truck repair, Kurt's has the space and capability to provide large truck and RV service.

Kurt's Lube Express & Service Center has been open since December 1999 and is quickly realizing the success the Kurt family has enjoyed for more than 27 years at the first shop. The two businesses perform approximately 400 repairs per week. Kurt's role is that of president, overseeing the operations of both locations and promoting services through marketing efforts and community involvement. Kurt's wife, Ellen, serves as secretary/ treasurer and their son, Nathan, is a service advisor. According to Kurt, the advantage of having a family-run business is that he and his wife can spend a lot of time together traveling for business and pleasure.

The staff for the lube side of Kurt's Lube Express & Service Center. The staff at Kurt's Auto & Truck Center. The staff on the service center side of Kurt's Lube Express & Service Center.

Kurt says there are advantages and disadvantages to having more than one shop. “By having two shops, an owner is forced to have more written procedures in place and confidence in the staff. I mainly work out of the first location and have a very capable staff at the second shop that includes my son,” said Kurt. When the new location was opened, Kurt split his staff between the two shops and added some new employees. “I have an excellent work force at both locations,” said Kurt.

The two locations share the repair workload. For example, an engine rebuild is sent to the first shop and once repaired, the vehicle is either returned to the second shop for delivery or the customer may pick it up at the first shop. The majority of the extensive repairs are performed at the first location.

Ongoing management and technical training are essential to Kurt's success. He and his staff regularly attend courses to keep them abreast of the latest technology. Kurt has a master's degree in industrial education and earned his Accredited Automotive Manager (AAM) designation from the Automotive Management Institute in 1994.

In addition to education, marketing and promotion have added to the continued growth of the businesses. “We use an informational half-hour weekly radio talk show and a three-minute television informational news segment to promote us as the local experts in auto and truck service,” said Kurt.

The radio program began in December 1999. Each week Kurt, as the show's host, fields questions from listeners regarding preventive maintenance and service. “It is the most successful thing I've done in my life,” said Kurt.

Following the success of the radio program, the local NBC affiliate approached Kurt and offered him a three-minute television news spot. Every Tuesday morning, Kurt provides helpful tips on automotive repair and service that air during the local morning newscast. Immediately following the segment, Kurt airs a 30-second commercial advertising the two locations.

These three advertising opportunities have definitely paid off for Kurt. So much so that while traveling some 1,200 miles from home, he was recognized by one of the viewers who asked him if he was from Rockford. Seizing the opportunity, Kurt responded “yes” and told the man that when he returned home he would most likely need an oil change and to take his car to Kurt's Lube Express. Then the gentleman said, “Hey, you're Chuck Kurt from the morning television.”

Says Kurt, “People get the sense they know you from seeing you on the television and hearing you on the radio, and that's a good feeling.”

Owners Chuck and Ellen Kurt in front of Kurt's Auto & Truck Center in Rockford, Ill.

To further promote the businesses and give back to the community, Kurt periodically serves as a member of the advisory committee of the Rockford Park District, the Rockford Community Development Committee, and the Rockford Area Chamber of Commerce. He has also served as the charter president of the Heritage Kiwanis Club and is active at St. Stanislaus Roman Catholic Church.

Industry and association involvement completes Kurt's combination for success in the automotive repair industry. Kurt has been an Automotive Service Association (ASA) member since 1975 and is a past ASA-Rockford chapter president. “We continue our membership because of all the benefits ASA has to offer, meeting people and getting the latest information on the new trends in automotive technology,” said Kurt. He is also a member of a bottom line group and regularly participates in industry events.

When asked about future plans for the businesses, Kurt said, “Set an organizational structure to allow my wife and me to work less and to semiretire.”

It is apparent that Chuck Kurt, his family and staff have built a solid foundation from which to prosper for many years to come.

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