Have you heard of LaMettry’s Collision? Often referred to as an industry leader with 13 locations in Minneapolis, St. Paul and the surrounding metropolitan area, LaMettry’s excels as a professional Certified Collision Repair Provider that focuses on quality and technology. Amongst their many locations, LaMettry’s has 10 collision shops and, since 2012, has added 3 locations solely focused on mechanical repairs. LaMettry’s employs around 300 staff and technicians, and services about 1000 cars monthly. While Rick LaMettry opened the collision repair shop in the mid 1970’s, his wife, Joanne LaMettry, began managing the daily operations and is now the company’s CEO. Their sons, Justin and Randy LaMettry, are Vice Presidents, making LaMettry’s a genuine family endeavor. LaMettry’s company vision is to adapt to all industry conditions and evolve accordingly. At each of their body shop locations, they embrace new technology; including ADAS, calibrations, and the newest highly technological work.
We spoke with Darrell Amberson, President of Operations for LaMettry’s, to find out about the company’s venture into mechanical repair, in addition to collision repair. Darrell shared helpful details about why shops should be certified and how LaMettry’s has continued to expand and manage the changes that COVID-19 brought to all of us.
President of Operations
LaMettry’s Collision
Darrell believes that LaMettry’s leads the collision and automotive repair industry with a commitment to the finest workmanship possible. In addition to LaMettry’s superior service, their staff treats all people and vehicles with the utmost respect. Darrell has been with LaMettry’s for 8 years and in the automotive industry for over 40 years— mostly as a body shop manager or president. He managed MSOs for over 20 years and is – or has been – the chairman for ASA, NACE, AMi, and on many committees, such as CIC. While he and his wife now live on an organic farm spanning 80 acres, in his youth he was involved in motorsports. He, briefly, left the collision care industry to race cars in Southern California and across North America. His drag race of choice? A Nitro Funny Car.
In order to keep LaMettry’s staff and customers safe and comfortable during the pandemic, their management team made accommodations, “We agreed that each person in management would take charge of one shop or region, to reduce travel and direct contact with others.” Darrell is directly responsible for 3 shops within a block radius of one another— LaMettry’s Calibration Center, Collision Repair Center, and a retail Mechanical Center.
“Between all of our collision shops, LaMettry’s is Certified by almost every manufacturer. We embrace shop certifications by vehicle manufacturers and it has become a major component in our business model. Our Certifications enable us to have access to the latest repair information and technology, which drives us to produce a higher level of quality.”
Darrell further expands on those benefits, “Other shops have to seek out the information to repair a vehicle correctly. When you’re certified, your shop is the first to receive the most up-to-date technical information and we also receive OEM training.”
As a leader in their community, customers find LaMettry’s through a number of methods… including word of mouth, referral, online searches, and through advertisements. However, Darrell has discovered a clear winner, “We know that more and more customers are choosing us due to our shop certifications or hearing about us through dealerships, social media, and friends and family.” LaMettry’s uses a Customer Satisfaction Index (CSI) service which rates customer feedback and tracks results. LaMettry’s promotes their certifications on their website and in a televised ad staring the company’s own Justin and Randy LaMettry!
With his 4 decades of experience, Darrell’s advice is worth its weight in gold. For new shops, he recommends, “Look at your marketplace and understand what brands are most prominent. Consider certification for the brands that are popular in your area. Certification is not for everyone, as some shops have a different business model or offer lower cost repairs.”
LaMettry’s business prowess remains strong, despite the many changes the country has faced. Their state has been opened at 3/4th of its normal capabilities and Darrell had to become an expert on how to operate an essential business and meet customer demand, “We have learned a lot. As we remained open, we were very accommodating with team members that had concerns. We studied CDC guidelines and implemented our new best practices.” LaMettry’s now relies on online photo estimating and appointments, as well curbside service. Masks are required for employees who work with the public or vendors.
Specifically, “The front door to our body shops is locked and customers ring a bell or call. We complete in-person transactions or estimates outside, and our employees wear a mask. We take the temperature of all employees with touchless thermometers, and it has gone smoothly. We have implemented frequent cleaning and hand sanitizing. We cleanse every vehicle, before and after the repair, and use a new steering wheel cover, during and after the repair. We’ve acclimated to these methods.”
Darrell believes that society has learned a lot and that businesses have to do the same. Every LaMettry’s employee wears disposable gloves, when working on cars, and fresh gloves for every vehicle.
He has also been struck by the response from their customers, “People sought us out as an essential business and supported us. While nurses and doctors are critical, we take our role of helping people stay mobile and get where they need to go very seriously. We want to help our society maintain their mobility and let people continue their lives.”
In the future, Darrell sees the strength of LaMettry’s continuing. “We intend to perform better and continue to grow our business and be more effective than ever!”
Connect with LaMettry’s online: https://www.lamettrys.com
