Bothell, Wash.–-Like most collision repair shop owners, Jim O'Neill doesn't find himself with a lot of idle time at work. The owner of O'Neill's Custom & Collision said he has a crew of four technicians to oversee in addition to the day-to-day responsibilities of running the shop's front office.
But despite the full workload, O'Neill said he also volunteers as the chairman for I-CAR's Sno/King District, spending several hours most weeks helping coordinate classes and registration for the training organization. He said his motivation for doing so comes down to one simple fact.
"Because our industry is in dire need of information and training about correct repairs," he said, "I think there are a lot of cars being repaired incorrectly."
O'Neill said he works to ensure that his techs get that information and training, which has resulted in the shop earning and maintaining the I-CAR's "Gold Class Professionals" designation, recognizing its commitment to ongoing technical training. He said that designation speaks as highly of his employees as the shop.
"People often say finding technicians is a challenge," he said. "It's not a challenge. But finding techs who are able to adapt and willing to learn the new technologies is a challenge."
At age 38, O'Neill said he has been working in the autobody and vehicle customizing trade for more than half his life. His company has been at its current location, a 5,000-square-foot facility built from the ground up, for about five years, he said.
He said the shop has a couple of insurance direct repair programs (DRPs) but is not "DRP-driven." About 90 percent of the company's business is insurance-paid collision repair work, with custom work accounting for the rest, he said.
"We generally do a couple custom builds at a time," he said, pointing to a Mustang the shop is almost completely rebuilding. "This one was completely rotisseried, and it's all genuine Ford sheetmetal. Pretty much everything on this car will be all-new, and it will be a $100,000-plus car when it's done."
O'Neill said he prefers to handle as much of the repair work in-house as he can, subletting out only alignments and what he calls heavy-duty mechanical work.
"But most of our collision-related mechanical work, plus glass and airbags, is all done in-house," he said.
That's required an investment in the right tools and equipment, including two Snap-on Muscle MIG welders, a Bend-Pak lift, two frame racks including a Brewer Automotive Body Buddy, and a Kansas Jack Tru-Point Sonic 360 measuring system.
"It's the best machine that I've used," O'Neill said of the Sonic. "It makes life a lot easier."
In the paint shop, Trisk curing lights, an Ameri-Cure paint booth and a PPG Deltron computerized mixing system help the shop turn out quality collision refinish and custom paint work efficiently, he said.
"I've been using PPG for 20-some years now," O'Neill said. "I've tried some other stuff, and everybody's got a great product, but I think if it ain't broke, don't fix it. There's definitely some cheaper paint out there, but it's not worth the chance."
O'Neill said he similarly prefers to find great vendors and stick with them.
"Wesco Autobody Supply has assisted us in our opening and our growth," he said. "They have done a ton to bend over backwards for us. We also try not to bounce from part vendor to part vendor. Lynnwood Honda and Rodland Toyota stand out, although everyone we use seems to do a good job, like Keystone. I know a lot of people don't like aftermarket parts, but it's part of our industry, and Keystone is very good at what they do."
O'Neill said that what he finds most challenging as a shop owner is "effectively doing a 100 percent repair for the dollars allowed."
"I understand both sides and that everybody has a job to do," he said. "Insurance companies have the job of not spending too much to get cars repaired correctly. Body shops have the job to repair the car correctly. But that's it. We shouldn't have to be worried about how much it costs or how much we're not getting paid. That takes so much away from what the main focus should be, which is getting the person back in their correctly repaired car. It's a fight, and that's not what I set out to do in my life. If I'd wanted a battle, I would have gone to law school."
That fight impacts shop employees as well, he said.
"I want this to be a place where everybody who comes to work enjoys being here and where there aren't parameters (limiting) the correct repair of the vehicle," he said. "I think that wears on techs just as it does on owners, especially when you have good techs who want to the do the right work."
Those frustrations aside, O'Neill said he foresees continuing with a mix of collision and custom work, and his longer-term plans include some possible expansion of his shop.
"Not to what I consider a super-shop, but we have room to put up another 4,000 or 5,000 square feet of shop," he said.
