Bernard's Garage in 1935.

Joe Bernard Sr. opened Bernard's Garage Inc. in Milwaukie, Ore., on May 10, 1925, with the encouragement of his brother, John. At that time, Bernard would make his own parts in his machine shop to meet his customers' needs. The business began with two stalls and gas pumps.

In 1955, Joe Bernard Jr. took over the business from his father. Working on vehicles and satisfying customers apparently runs in the family. Jim Bernard, Joe Jr.'s son, graduated from college in 1982 and went to work in the shop. Joe Jr. was ill in 1985 and the decision was made that Jim would take over the operations of the business during his illness. The father-and-son team later determined that it was in the best interest of the business for Joe Jr. to retire.

Prior to retirement, Joe Jr. was a founding member of ASA on the West Coast and served as a chief elected officer of the Automotive Service Council (ASC). Joe Jr. may have retired from the family business, but he did not leave the automotive repair industry; he became the executive director for the ASA-Oregon affiliate. He served in this capacity for more than 10 years.

Bernard's Garage has seen many changes over the course of 75 years. "When my grandpa opened Bernard's Garage Inc. in downtown Milwaukie, he probably could not image what cars would be like today," said Jim. "Today's cars are much more complicated than the ones grandpa and dad worked on. They're loaded with computers and high-tech equipment. Yesterday's 'mechanics' are the 'technicians' of today."

Bernard's Garage in Milwaukie, Ore.

To keep up with the ever-changing, ever-challenging automotive repair industry, Bernard's has increased its size to 11 stalls, a parts department, two offices, two rental buildings, and a parking lot that covers approximately one block. Bernard's Garage is housed within 7,000 square feet. The business uses its solid reputation within the community, direct mail promotions and customer reminder notices to continue its success.

The business uses state-of-the-art equipment and a well-trained staff to provide the highest quality repairs to its customers. Over the 75-year history, the business has not only grown in size, but also in the number of employees. The business originally employed only Joe Sr. Today the staff consists of Jim and 10 employees - four technicians, one lube technician, two office personnel, two parts department employees, and one technician assistant/cleanup person.

"What makes us unique is that we have employees who have remained with us since high school. Some have been with us for 20 to 30 years. I feel that we have a great working environment, and even though I have to force them, we also have a great retirement program," said Jim.

To maintain the highest level of knowledge, Jim relies on the training and certifications offered throughout the industry. The staff is GM-trained and certified by the National Institute for Automotive Service Excellence (ASE). The staff also participates in ongoing training and education programs. They are highly experienced in working on a wide range of foreign and domestic vehicles, with more than 80 years of combined experience. This knowledge and expertise are put to the test each week as the shop repairs 100 automobiles. "One of the biggest changes from the past is, of course, the skill level and compensation. I have technicians making $40,000 to $60,000 and producing 145 percent efficiency," said Jim.

To balance the workload and business administration of the shop, Jim uses the knowledge that was passed on to him from his father, as well as his education. He has a bachelor of science in business administration and arts and letters from Portland State University, and he will receive his Accredited Automotive Manager (AAM) designation in 2001. Jim's role in the business is one of a consultant. However, he does what needs to be done to keep the business running smoothly, such as cleaning floors, taking customers home and painting the shop. "I also bring the awareness of the business to the community through my involvement in the city," said Jim.

Jim currently holds the positions of president of the Milwaukie Downtown Development Association, chairman of the Milwaukie River Front Board, treasurer of Milwaukie Festival Daze, and entertainment coordinator and chairman of the Milwaukie Festival Daze Bing Cherry Parade. As his grandfather and father before him, Jim feels it is very important to give back to the community. The shop strives to protect the environment as well, by recycling all automotive components, including used motor oil and air conditioning refrigerant. Due to this community involvement and dedication, Jim and his wife, Siri, received the Community Spirit Award in 1999 from the North Clackamas Chamber of Commerce. The shop was also a finalist in the 2000 Better Business Bureau Integrity Award. "I really care about Milwaukie and I feel through community involvement, I promote the ethics that the Bernard family name brings to mind," said Jim.

Pictured (l to r) Jim Bernard, Joe Bernard Sr. and Joe Bernard Jr., three generations of owners of Bernard's Garage Inc.

Again following in his father's footsteps, Jim became involved with ASA to interact with men and women of the automotive repair industry. "ASA and ASE have been valuable tools for training my team and myself. You can never stop learning," said Jim. Presently, Jim is serving as president of the ASA-Portland, Ore., chapter. He has held all positions within the chapter and is a member of the ASA-Oregon affiliate board of directors.

The business strategy of Bernard's Garage is developing well, according to Jim. He attributes this to the computer program and consulting firm he uses and believes both have turned the business into a well-tuned team dedicated to productivity, efficiency, customer satisfaction and profitability. In 1999, Jim paid off the business purchase portion and is currently working on purchasing the property. "My philosophy is to continue the family tradition of serving the community, the industry and my employees," said Jim.

Future plans for Bernard's Garage may include relocation. "The one thing I would change about the business is getting a new shop. With the development of Milwaukie's downtown, which is in the early stages, the potential exists within the next five years to sell the existing property and relocate," said Jim. "My father has taught me about running a business and I hope some day to spread that knowledge throughout the world."

Our industry and society may have changed over the years but the Bernard family tradition of quality work and service has not wavered. It has withstood the test of time.

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