Giving Something Back

Posted 12/11/2008
By Levy Joffrion

Parked in front of Certified Automotive Specialists is its vintage courtesy shuttle, a 1957 Chevrolet Bel Air station wagon. "Customers love riding in it," says Gene Morrill, owner.

Education has paid off for Gene Morrill. So now he's giving something back - to his employees, customers, community and youngsters aspiring to a career in the auto industry.

Gene is the owner of Certified Automotive Specialists in Glendora, Calif., an upscale community of about 52,000 people 25 miles east of downtown Los Angeles.

He knows what education has done for him.

It all started when he received a $50 scholarship from his high school auto shop teacher to attend Citrus Community College. His first semester, he was hired by Certified Automotive Specialists. It was owned by three of the college's professors, who had started the company in 1978.

Gene graduated from Citrus College with a degree in automotive technology. He continued working for Certified Automotive Specialists, but was invited to join the college staff as a part-time instructor.

After a few years of working all day and teaching at night, he bought the business. Along with his business partner and wife, Robin, he took on the shop in 1983 with high hopes.

Certified Automotive Specialists was a small shop. It had 1,000 square feet of floor space, four bays and two employees.

The team at Certified Automotive Specialists includes (from left) Chris Anid, service adviser; Cherry Aguilar, service adviser trainee; Jeff Christy, service adviser; and Gene Morrill, the shop owner.

But Gene worked hard and the company expanded. He was so busy "minding the store," though, that he quit teaching and going to training classes. After years of plugging along just making a living and surviving the ups and downs of the auto repair business, he realized that although he was an ASE master technician, he had no management training.

He enrolled in every class he could find. He joined the Automotive Service Association and Automotive Service Councils of California and found bigger, better shops to go to for advice. He also earned an Accredited Automotive Manager (AAM) designation from the Automotive Management Institute (AMI).

"It was no overnight fix," says Gene. "It has taken years of gaining knowledge and educating myself and employees."

But Gene has seen the benefits of education.

Fitness Center Benefits All Taking advantage of the on-site fitness center are Dave Osborne, left, a master technician; and Jeff Christy, a service adviser. Gene says employees have been the No. 1 priority since the beginning of the business and he recognized the value of adding the fitness center for them. Fortune 500 companies offer in-house fitness centers. But how many independent service and repair shops do? Certified Automotive Specialists for one. Owner Gene Morrill was already compensating his employees well and they have long enjoyed many benefits. But the fitness center offers still more benefits. Having a free in-house facility saves employees money. Being fit helps avoid injury. And exercise releases serotonin and endorphins that make you happier and better able to deal with stress. This translates into better communication with customers and co-workers. Certified Automotive Specialists' commitment to employees' health is just one more reason it's one of the nation's top shops. Moreover, healthy employees are happier, more productive and cost less.

The small shop he acquired now has 7,800 square feet of floor space, 20 bays and 12 employees. It's affording Gene and Robin a good living, less stress and more time off.

Realizing the importance of education, he requires each employee to be ASE certified. Employees also must complete eight hours of continuing education each quarter.

And, "walking the walk as well as talking the talk," Gene is continuing his own education.

He also gives back to the community by educating others. Gene writes automotive information articles for the local newspaper and is back teaching part time at Citrus College. "I am committed to giving something back by encouraging and educating young people about our industry, as well as doing what I can for the community and especially our customers," says Gene.

He's involved in the community on other levels, too. He's president of the Glendora Rotary Club and is a member of the Government Affairs Committee of the Glendora Chamber of Commerce. He's also politically involved.

Gene and Robin have found three keys to success:

1. Employees. "They are our first priority," says Gene. "You should trust them, train them and compensate them well."

2. Customers are "king" and will be best served if you take care of your employees.

3. The company benefits when the first two keys are performed well.

Gene and Robin believe the basics never change. You must be courteous in dealing with customers, and you must listen to your customers'concerns. You also must deliver what you promise. But most of all, you must have passion and enjoy what you do. "In other words," says Gene, "be professional."

He also believes the best thing he has done is going back to the premise on which the business was founded: knowledge and education.

It's paying off.