Sunday Cruise in flight.

Jerry Burns, AAM, owner of Automotive Impressions Inc. in Rio Rancho, N.M., began his automotive collision career as a hobby. He attended a trade school to learn more about collision repair. Burns had several career choices in other fields such as sporting goods, television and automotive wholesale. However, he chose collision repair and began working in collision shops as a body tech and paint tech. Later he moved into the position of shop manager.

It wasn't long before Burns started having ideas of how to make the repair process more efficient, thus better serving the customer. Motivated by the bottom line, Burns found that some employers set impossible limitations, while other employers were not interested in moving forward although change would have affected their bottom line in a positive manner.

Taking these things into consideration, Burns began discussing the possibility of opening his own collision repair facility with his family. The Burns family decided they would open their own shop, but only after everything was in place. Wanting to be in complete compliance with all government regulations and ensure the business would be conducted with integrity and total professionalism were the two main objectives.

A very patient and diligent Burns took two years to find the perfect location for his new business. In the meantime, Burns used his time wisely and developed employee handbooks, safety manuals, material safety data sheets and other needed items used to properly conduct business. In addition, he did comparative shopping for the best-priced and most advanced collision repair equipment. Attending industry conferences and product-specific seminars also gave Burns a jump on the knowledge needed to be a successful collision repair facility owner.

The staff of Automotive Impressions (l to r): Rick Wright, Jason Ashby, Everett White, Chris Burns, Liz Burns, Jerry Burns, Kevin Wirght and Bryan Burns

With everything in place, Burns opened Automotive Impressions Inc. in August 1994. “At that time, the shop had 6,500 square feet with no customers and no employees,” said Burns. He performed all the collision repair, painting and estimating, while his wife, Liz, helped with the daily paperwork, detailing cars and as a paint shop helper. “Our business began to grow rapidly,” said Burns. Within one month of opening, the need arose to hire a paint technician, which Burns did. As the business and clientele grew, Burns hired more staff — thus allowing him to run the business and ensure that the main objectives of integrity and professionalism were being met.

Today, Automotive Impressions Inc. employs three techs, two paint techs, two estimators and an office worker. Burns says he never loses sight that his employees, like his customers, have a choice in collision repair facilities.

“Our employees are an asset to our business. We believe that when we meet our employees' needs with integrity and professionalism, they are able and willing to step up each time to meet and even exceed the customer's expectations with the same ethics of integrity and professionalism,” said Burns.

The business is family owned and operated. Burns and his wife are the officers of the corporation and tend to the daily business, while their four sons assist in the paint and body shop when they are not in school. Although the sons work in the business, Burns and his wife have always encouraged them to attend college and attain a degree with which they can provide a good living for themselves in a career of choice or in running the family business. Burns believes that by the business being the family's livelihood, it has helped them stay focused on customer service excellence and business integrity. “The only disadvantage of having all family working together is it is difficult to get away from the business when we are at home,” said Burns.

Education

Jerry and Liz Burns, owners of Automotive Impressions Inc.

As in any industry, continued education plays a key role in the advancement of the business. Burns is dedicated to providing himself and his staff with ongoing education through various avenues including paint and management seminars and product demonstrations. Burns is certified by the National Institute for Automotive Service Excellence (ASE), trained by the Inter-Industry Conference on Auto Collision Repair (I-CAR), and he earned his Accredited Automotive Manager (AAM) designation from the Automotive Management Institute (AMI) in 1998. He also holds various paint certifications, as well as product and equipment certifications.

“All our technicians are ASE certified, I-CAR trained, and paint products and equipment specific certified. And Liz just earned her AAM from AMI,” said Burns.

Automotive Impressions has been an I-CAR Gold Class shop since 1994. Burns and his staff have also attended the International Autobody Congress and Exposition (NACE) every year since 1990. Automotive Impressions has been an ASA member since 1994. When asked why he joined ASA, Burns responded, “This industry has a stereotype of being dirty, dishonest and having uneducated technicians. ASA is an icon that is recognized nationally for its contribution to turning the industry into one of nobility, professionalism and highly trained technicians.”

Helping the Community
In addition to industry involvement, Burns feels very strongly about giving back to the community that has supported his ever-growing and ever-prosperous business. “We contribute office services and items for the soccer banquet, which is a large and popular social event for the high school. We provide our paint services, at a sizeable discount, to Rio Rancho Soap Box Derby participants,” said Burns. The derby participants and their parents are also treated to free paint safety seminars at the shop. Automotive Impressions is a corporate sponsor of the Scorpions, the local professional hockey team.

“Much of our community involvement is youth centered. We believe that too much emphasis is put on negativism toward youth and it seems that there is never enough recognition placed on the hundreds of youths that are doing good and positive things to better themselves and their community. It is the responsibility of our generation to support today's youth in a positive manner in order to produce strong leaders for tomorrow that we can trust and be proud of,” said Burns.

Automotive Impressions is also a member of Quality New Mexico, an organization committed to educating businesses in the areas of education, health and government to achieve customer service excellence. The business first learned about the organization from a customer who suggested they contact the group based on her experience with the quality work and excellent customer service demonstrated by the shop. Automotive Impressions earned the organization's Pinon Recognition in 1998 and 1999 for continued customer satisfaction and business excellence. This year, the business was also considered for the Rio Rancho Outstanding Business Award that is sponsored by the Chamber of Commerce.

Up, Up and Away
In advertising a business there are the standard methods and then there are the unique methods. Automotive Impressions has a very interesting way of advertising — a hot-air balloon named Sunday Cruise. It is a 90,000-cubic-foot, special-shaped hot-air balloon with a red 1957 Chevy going through the center of it and the corporate logo on the face of the balloon.

The business tethers the balloon to help promote church, school and other community functions, as well as gain name recognition. Automotive Impressions uses the balloon to help non-profit organizations raise funds by donating rides at community activities. “This allows our potential customers the opportunity to become familiar with our business in a non-threatening and informal environment,” said Burns. He and his two older sons are pilots.

Automotive Impressions has implemented the balloon into all advertising, including business cards, stationery, balloon pins and customer key chains that are given to all customers upon repair completion. “It seems that Automotive Impressions and Sunday Cruise are a common topic of conversation and it's amazing how many pictures of it are out there,” said Burns. Although most of the ballooning activities are done in and around town, Automotive Impressions has received national recognition for creative marketing, as well as fan mail from as far away as the Netherlands.

Future plans for Automotive Impressions include being prepared for growth and continuing staff education. “We will continue to stand firm on a foundation of integrity, professionalism, flexibility and excellence with a personal touch for years to come,” said Burns. The sky is the limit for Automotive Impressions.

RATE THIS ARTICLE What do you think of this article? Your input will help AutoInc. develop additional articles on this subject. Share your thoughts! Your name Your e-mail address

MOST ACCESSED ARTICLES Fuel Injection Service, Not Just Cleaning The Art of Extraction EGR Systems: Operation and Diagnosis Proactive Target Marketing:_Rethinking Your Business Strategy Engine Performance: HO2S Diagnostics MOST E-MAILED ARTICLES Developing Employee Potential How Critical Thinking Can Help Your Business How to Diagnose the Ford Glow Plug What to Look for When Shopping for the Right Shop Management Software Putting a Price Tag on Complaints

AutoInc. Web Site | ASA Web Site | Congress Makes Changes at NHTSA | Service vs. Fix | Good Workflow Strategies, Scheduling | NACE 2000 Special Section | Your Shop Is Busy, But Is It Making Money? | Uniforms Enhance Professional Image | Guest Editorial | Tech to Tech | Tech Tips | Shop Profile | Net Worth | Stat Corner | Chairman's Message