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  Special Feature

"How's your Business?"

Posted 12/15/2004
By Denise Caspersen


With 2004 coming to a close, the Automotive Service Association is estimating a slight growth in the collision industry - from 34,646 shops in 2003 to 34,681 shops in 2004. ASA is also estimating a slight growth in employees, from 225,625 in 2003 to 225,907 for 2004. These folks are responsible for fixing the estimated 22.5 million vehicles involved in collisions in 2004.

ASA is estimating annual sales for the independent side of the collision industry to be a conservative $23 billion. This figure is based on the actual annual sales listed by the U.S. Bureau of Economics Analysis for 2001. These figures do not include the approximate 8,444 franchised dealerships with body shops generating an estimated $9 billion in 2003, according to the National Automobile Dealership Association.

Business Profile

The number of service bays and the size of the average facility are similar to 2003 figures of 18 bays and approximately 12,400 total square feet. Square footage averages include 1,550 of office space, 10,235 of shop space, and the remaining is used for parts and storage.

Bay distribution statistics show 2 percent of collision shops have one to four bays; 12 percent have five to nine bays; 28 percent have 10 to 14 bays; 27 percent have 15 to 20 bays; and 16 percent have 21 to 25 bays. The final 15 percent have more than 25 bays.

The independent collision repair business continues to be family-owned, time-invested businesses with 85 percent of businesses being in operation more than 30 years. Five percent have been in operation five years or less; another 5 percent have been in operation six to 10 years. Nearly 20 percent have been in operation 11 to 20 years; 15 percent have been in business 21 to 25 years; and 17 percent have been in operation 26 to 30 years. Fourteen percent of shops have been in business 31 to 40 years. Twelve percent have operated 41 to 50 years; and 12 percent have operated for more than 50 years.

The majority of survey responses came from independently owned businesses (93 percent); 4 percent were franchises. Although the number of dealership collision repair facilities has decreased, the percentage responding to the 2004 "How's Your Business?" survey is |up 3 percent. Consolidator shop respondents made up 1 percent of the survey responses.

Nearly one-fourth of the general repair business market can be found in cities with populations of 25,000 or less. Thirty-three percent are located in cities of 25,000 to 100,000 people. Larger cities with populations of 100,001 to 500,000 provided 26 percent of the responses; and 19 percent came from businesses in cities greater than 500,000.

Of the 63 percent of collision repair respondents who had a parts inventory on hand in 2003, the average worth of that inventory was $14,365. Categorizing inventory amounts showed large variations, with 39 percent reporting up to $5,000 in parts; 23 percent had $5,001 to $10,000 in parts; 6 percent had $10,001 to $15,000 in parts; and 11 percent had $15,001 to $20,000 in parts. Another 10 percent said they had $20,001 to $30,000 in parts inventory. The final 8 percent had $30,001 to $50,000 in parts on hand in 2003.

Ninety-seven percent of repair facilities reported having Internet access. Internet access areas included the office (96 percent); service bays (12 percent); customer areas (8 percent); and other locations such as parts areas and break rooms (3 percent).

A shift in how businesses access the Internet is apparent in this year's results. Shops with 28K access dropped from 7 percent in 2002 to 2 percent in 2004. Shops with 56K also declined from 43 percent in 2002 to 31 percent in 2003 and 17 percent in 2004. ISDN usage has leveled at 2 percent. DSL usage grew from 49 percent in 2003 to 62 percent in 2004. Cable has also leveled, to 17 percent in 2004.

The predominant uses for the Internet include e-mail (93 percent), accessing service and repair information (64 percent), performing product research (61 percent), transferring funds (58 percent), purchasing tools and equipment (54 percent) and locating industry news (50 percent). Other uses include Web-based technical training (24 percent), customer contact and retention (22 percent), entertainment (22 percent), Web-based management training (21 percent) and participating in chats and discussions (10 percent).

Collision repair facilities continue to be open at least five days a week. But survey results show a shift from a five-day workweek to 5.28 days with 28 percent of respondents adding Saturday (partial or full day) to their hours of operation.

Winter took the lead in this year's survey as the busiest time of year, according to 39 percent of respondents. This was followed by almost a third (31 percent) citing all year around. The rest of respondents picked summer (18 percent), fall (12 percent) or spring (9 percent) as their busiest season. Some respondents selected more than one season but not all years, so the percentages totaled were more than 100 percent.

Monday continues to be the busiest day of the week (55 percent). This was followed by 23 percent selecting Friday, and 15 percent opting for all week.

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Owner Profile

ASA collision business owners possess many skills and extensive industry experience. The average owner of a collision repair facility is 49 years of age with 29 years of experience. The majority of owners (42 percent) are between 45 and 54, followed by 23 percent in the 35 to 44 category, and 23 percent in the 55 to 64 age bracket. Eight percent of the population is 25 to 34; and 5 percent are 65 or older. This year, 1 percent showed up in the under-25 age group.

Six percent of business owners have less than 10 years of experience; and 17 percent have 11 to 20 years of experience. The largest percentage - 36 percent - have 21 to 30 years of experience. Twenty-eight percent have 31 to 40 years of industry experience; and 13 percent report 41 or more years of industry experience.

Education levels achieved by respondents include high school (38 percent); vocational and trade school training (22 percent); two-year college program (20 percent); four-year college program (17 percent); and graduate school (3 percent).

This year's survey clarified its questions regarding ASE certification to include the respondent's current status. Of those who report having ASE certification, 47 percent are currently certified; 22 percent of collision shop owners have ASE certification, but it's no longer current; and 30 percent report no ASE certification.

Similar to previous years, 84 percent of collision business owners are I-CAR trained.

A third (32 percent) of respondents have attended an AMI-approved course within the past 12 months. Twelve percent of collision shop owners have earned their Accredited Automotive Manager (AAM) designation.

In addition to the full-time role of owning and managing a collision business, 23 percent of business owners serve on a secondary or post-secondary educational advisory board. Thirty percent have school-to-work students in their businesses - 23 percent have one student, 6 percent have two, and 1 percent report having three students.

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Staff Profile

Not all collision businesses have all types of employees. According to survey results, 44 percent of collision businesses have one apprentice technician. Forty-five percent of businesses have two entry-level technicians. Almost all collision businesses (97 percent) have four experienced technicians. Eighty-one percent have an office staff person, and 38 percent have an entry-level painter. Eighty-eight percent have two experienced painters, and 67 percent have two estimators.

Not quite a third (30 percent) report having a production manager. Eighteen percent of shops have an outside sales person who works full or part time. Fifty-five percent of shops have a shop manager, and 33 percent have a parts manager.

Apprentice technicians earn an average of $19,473. Entry-level technicians earn an average of $26,638. Experienced technician salaries held constant at $51,674 for 2004. Entry-level painters earn an estimated $27,713. Experienced painters receive an average salary of $55,355. Estimators, whose task may also be fulfilled by the shop manager, earn an average annual salary of $48,204.

Office staffers and claims professionals average $30,680 annually. Parts managers earn $37,637; production managers earn $60,590; and shop managers earn $58,771. Flat rate continues to grow as the most common form of payment for technicians. Forty-one percent of technicians are compensated on a flat rate system. Twenty-eight percent receive an hourly wage. Twenty percent receive a percentage of the labor rate, and 15 percent receive hourly wages plus commission.

Salaried technicians remain at 11 percent; 6 percent of technicians are part of a team pay system; and 6 percent receive salary plus commission. Allowing respondents to check all forms of payment that apply accounts for results greater than 100 percent.

Benefits and training are common elements of an employee's overall compensation package. Ninety-six percent of independent collision repair facilities offer employees a paid vacation. Paid holidays come in second at 87 percent. Currently, 85 percent of shops offer health insurance. In some situations, the employee funds a portion of the cost. Uniforms, which benefit both the technician and the shop's image, are provided by 81 percent of collision shops. Technician training is another two-way benefit offered by 79 percent of collision shops.

Retirement plans such as 401Ks or simple IRAs are offered by 51 percent. Management training (46 percent) and an annual bonus (45 percent) are additional benefits provided by almost half of the collision shop population.

Life insurance is provided to technicians by 42 percent of shops. Other benefits include dental insurance (34 percent), a cafeteria plan (26 percent), eye care (21 percent) and tool reimbursement (10 percent). Management and technician training, although listed as benefits, are essential elements in the survival and success of any business. Nine out of 10 businesses allow technicians to attend training during the workday. Of those, 83 percent compensate technicians who attend training during the workday.

Results show 79 percent of collision businesses fund the education of their technical staff. Thirteen percent are sharing the cost of training with their employees. A slight 4 percent require sole funding from their employees. The remaining 4 percent do not participate in training.

It is estimated that 17 percent (36,720,000) of the 216 million registered vehicles are involved in vehicle collisions annually. Of that, 15 percent (5,508,000) are totaled, and 28 percent (8,739,360) will ignore repair. That leaves approximately 22.5 million vehicles up for repairs, according to Collision Repair Industry Insight's Annual State of the Industry Report.

To perform these repairs, training is paramount. Apprentice technicians received an average of 54 hours of training. This is slightly misleading in that some shops consider all hours spent as an apprentice as hours of training. Entry-level technicians (painter and frame) received 26 hours of training in the past 12 months. Experienced technicians attended 21 hours of training, and managers received 28 hours of training.

Owners reported that an average of $645 was spent per apprentice technician position. About $498 was spent per entry-level technician; $887 was spent on an experienced technician; and $911 was spent on managers.

Respondents were asked to select all applicable training sources. Similar to years past, technicians garner a large portion of their training from paint companies (91 percent), I-CAR (82 percent) and jobbers (70 percent).

Fifty-seven percent of shops cited equipment manufacturers as a source for technician training. Another 51 percent cited trade show seminars. Trade magazines (44 percent) and in-house training programs (41 percent) also continue to be a means of technician training.

OEM training (35 percent) and association seminars (30 percent) are attended by approximately one-third of the collision shop population. Remaining sources include Web-based training (22 percent), independent training providers (19 percent), technical schools (13 percent) and community colleges (8 percent).

ASE certification has real value for collision technicians. According to survey results, 70 percent of collision shops have an average of four ASE-certified technicians; 30 percent did not have ASE-certified technicians. Slightly more common is paint company certification, with 91 percent of collision businesses having an average of two paint manufacturer-certified technicians.

Being I-CAR trained is also common with nine out of 10 collision shops. Most shops have five or more I-CAR-trained technicians. Categorizing these results, 47 percent of shops have five or more I-CAR-trained technicians; 14 percent have four I-CAR techs; 15 percent have three; 10 percent have two; and 5 percent have one I-CAR trained technician.

The need for qualified technicians continues to be heard throughout the industry, making technician retention as important as ever. According to survey results, 47 percent of facilities promoted an average of two technicians in 2003. Fifty-nine percent of collision repair shops had an average of two technicians leave in 2003. Sixty-two percent of collision shops said they hired an average of two technicians in 2003.

Examining these industry stats, we see that nearly six out of 10 collision shops saw technicians come and go. When asked to select the employee type for which their business would have the most need in the upcoming year, 48 percent said experienced technicians. This was followed by entry-level technicians (19 percent), estimators (10 percent), apprentice technicians (9 percent) and experienced painters (5 percent). Other positions registered only a slight percentage. Note, the survey did not allow "none" as a response option.

The main source of new hires comes from referrals (58 percent), followed by other businesses (14 percent), vocational technical schools (12 percent) and classified advertising (11 percent). Other sources with minimal effect of attracting technicians include apprenticeship programs, high school programs, school-to-work programs and the Internet.

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Sales

Sales
Gross Sales - Click here to enlarge graph.
The 2004 survey results showed the average repair order in 2003 to be $1,846, with an average of 43 percent attributed to parts and 49 percent to labor. The remaining 8 percent goes to incidentals such as tape and cleaners. This is an increase from 2002 survey results of $1,786 in 2001.

By categorizing repair order amounts we find 2 percent of respondents averaged $500 or less per repair order; 7 percent averaged $501 to $1,000 per repair order and 24 percent averaged $1,001 to $1,500. Twenty percent had repair orders in the range of $1,501 to $1,800; 23 percent averaged tickets from $1,801 to $2,100; and 15 percent billed an average of $2,101 to $2,500 per order. Similar to last year, 6 percent averaged $2,501 to $3,000; and 3 percent reported average tickets of $3,001 to $4,500 in 2003.

Comparing 2004 survey results with 2003 showed shifts in gross annual sales that occurred from 2002 to 2003. Respondents were asked to estimate their gross annual sales for 2003. Those earning under $250,000 averaged 3 percent; 9 percent said $250,000 to $500,000; and 13 percent said $500,001 to $750,000, up from 10 percent in 2003.

The $750,001 to $1 million category showed a shift from 18 percent for 2002 annual sales to 14 percent for 2003 annual sales. The largest area continues to be from $1 million to $2 million, with 40 percent selecting this category of sales. This grew from 32 percent in last year's survey. The $2 million to $4 million category garnered 18 percent of the population. The final 3 percent fell into the $4 million to $6 million category.

The average cycle time dropped slightly from five-and-a-half to five days. Twenty percent have a cycle time of one to three days. Sixty percent of shops cited a cycle time of four to six days. Thirteen percent fall into the seven-to-nine-day category and 7 percent cite a 10- to 13-day cycle time. Written standard operating procedures continue to be used by 68 percent of the population.

With 43 percent of the value of a repair order being attributed to parts, respondents were asked the percentage of parts types used in their businesses. Respondents said 67 percent of parts were OEM. Seventeen percent were aftermarket parts; 14 percent were recycled OEM; and 2 percent were recycled non-OEM.

This year, respondents have averaged 78 repair orders per month. Thirty-eight percent of businesses completed up to 50 repair orders monthly. Another 38 percent completed 51 to 100 repair orders. Seventeen percent completed 101 to 150 repair orders. Four percent of larger facilities completed an average of 151 to 200 orders. An additional 2 percent completed 201 to 250 repair orders per month in 2004.

The 2004 survey also asked respondents to estimate the average number of estimates written per month. Results showed an average of 108 estimates written monthly - 23 percent wrote up to 50 estimates monthly, and 38 percent wrote 51 to 100. Another 21 percent wrote 101 to 150 estimates; 11 percent wrote 151 to 200; 4 percent completed 201 to 250; and 2 percent wrote 251 to 300 estimates monthly. Two percent said they wrote more than 300 estimates monthly. On average, the survey demonstrates seven of 10 estimates turn into a repair order.

The 2003 survey asked respondents if they expected 2004 annual sales to increase, decrease or remain the same. Last year's survey showed great optimism, with 86 percent projecting a sales increase, 11 percent holding for no change and only 2 percent bracing for a sales decrease.

Unfortunately, that optimism did not hold true this year. Forty-one percent of businesses cited an average 11 percent increase in annual sales when comparing sales of 2003 to 2004; 40 percent noted a 15 percent decrease in annual sales comparing the two years; and 20 percent noted no change in annual sales.

For the 41 percent experiencing an 11 percent increase in sales, improved customer service was cited as a reason by 57 percent, followed by improvement in management skills (36 percent), and marketing and advertising (32 percent).

Other key areas cited as contributing to an increase in annual sales were improved economic conditions (28 percent), the addition of a new major account (28 percent), technician proficiency (23 percent), weather conditions (22 percent) and increased services provided (17 percent). Increased labor rates (7 percent), improved management skills (4 percent), quality of parts (43 percent) and management software (2 percent) were also cited as contributors to annual sales growth.

Reasons for the 40 percent experiencing a 15 percent decrease in sales were also collected. Overwhelmingly, the economy was cited as the main reason for change by 82 percent. This was followed by weather conditions (29 percent) and the loss of a major account (14 percent). Minor players in the reduction of sales included technician proficiency (4 percent), marketing and advertising (3 percent), management skills (3 percent), percent of parts profit (3 percent) and customer service (2 percent). Respondents were asked to check all that applied, creating greater than 100 percent.

When comparing profits in 2003 to profits in 2004, 36 percent noted an increase. This relates to the 40 percent who also saw an increase in customers and the 40 percent with an increase in repair orders per month.

A decrease in profit (39 percent), customers (33 percent) and number of jobs (39 percent) for 2004 corresponds with the 40 percent citing a decrease in overall sales for 2004. The remaining percentages are held within the "no change or difference" area from 2003 to 2004.

As in previous surveys, the 2004 survey asked respondents what they expect their annual sales to be in 2005. Seventy-five percent of collision businesses project an increase in annual sales for 2005; 20 percent anticipate no change; and 5 percent expect them to decline.

Direct repair program (DRP) participation within the collision repair industry appears to be constant. Eighty-eight percent of businesses participated in an average of five DRP programs. DRP participation categories include one to three programs (34 percent), four to six (32 percent), seven to 10 (14 percent) programs, 11 to 14 (5 percent), and participation in 15 or more programs (2 percent).

DRP participation accounts for 44 percent of business volume. DRP volume percentage categories include one to 20 (11 percent), 21 to 35 (15 percent), 36 to 50 (24 percent), 51 to 70 (11 percent) and 86 or more (2 percent).

Of the average 78 repair orders completed monthly, three resulted in comebacks. Collision shops continued to refine the type of parts used per repair order and attribute 1 percent of comebacks to defective parts.

Collision businesses are running comeback interference by rejecting defective parts in the beginning. According to survey results, one out of three aftermarket parts is rejected due to fit or quality. Seventeen percent of recycled OEM parts used are rejected due to fit or quality. Sixteen percent of recycled non-OEM parts are rejected due to fit or quality, and 1 percent of the OEM parts used is rejected due to fit or quality.

This year, the survey asked collision shops what type of warranty they provided to customers. Ninety-two percent provided a parts and labor warranty; the remaining 8 percent provided a labor-only warranty.

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Customer Profile

As the number of vehicles owned, operated and driven by women continued to increase, the customer base of collision businesses reflected such. The customer base of independent collision repair facilities today is 52 percent female and 48 percent male.

Establishing a relationship on the first visit is essential. According to survey results, 54 percent of the customer base represents repeat customers.

Fifty-nine percent of businesses conducted some type of customer satisfaction survey.

The average customer base extends 24 miles from the location of a collision business.

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Marketing and Advertising

Marketing and advertising are part of doing business for 98 percent of the independent collision repair population. There was a slight increase in the average amount of advertising dollars from $17,054 in 2003 to $19,162 in 2004. The survey shows the largest percentage of spending in the $1,001 to $5,000 range (21 percent), followed by $5,001 to $10,000 (18 percent), $10,001 to $15,000 (16 percent), $15,001 to $20,000 (7 percent), $20,001 to $30,000 (14 percent) and $30,001 to $40,000 (7 percent). Other category percentages were in the single digits.

Collision repair businesses use several forms of advertising. Word-of-mouth came in first (92 percent), followed by Yellow Pages (82 percent), signage (62 percent), and Web sites (51 percent). Survey results show 59 percent of collision shops currently have a Web site. This year, radio surpassed newspapers in advertising popularity with 37 percent, followed by newspapers at 31 percent.

Specialty advertising was added this year and selected by 30 percent as an advertising option. Church bulletins (20 percent), neighborhood shoppers (16 percent), direct mail (13 percent), cable television (10 percent) and broadcast television (7 percent) close out the advertising options.

An element of community involvement is providing customer "know-how" programs to citizens. Currently, 18 percent of collision business owners participate in such programs.

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Industry Issues Impacting an Individual's Business

This year's How's Your Business survey asked respondents to indicate which issues currently impact their own business. With each business applying its own needs and experiences, the responses reflect the impact of the issues on the respondent, not the industry as a whole.

From a list of 19 issues, the top five issues cited by respondents as having a positive impact on their individual business were consumer awareness (71 percent); their relationship with insurance companies (64 percent); retaining technicians (59 percent); the availability of service information (52 percent); and cycle time (50 percent).

Issues cited as having no current impact on respondents' individual businesses include government-funded vocational schools (71 percent); recruiting middle management (64 percent); and shop consolidation (55 percent). Although individuals cited these issues as having no current impact on their own business, this does not mean these issues do not affect the industry as a whole.

Two areas cited by a majority of respondents as having a negative impact on their individual businesses are the quality of aftermarket parts (62 percent) and labor time allowances (56 percent).

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