In the early stages of PDR development, the techniques were most often used to repair hail-damaged vehicles. Technicians would travel to particular locations to repair the glut of damaged vehicles after severe storms. As PDR technicians became more skilled and varieties of specialty tools were developed, these technicians were seen more and more as an integral part of the automotive industry.
They now are commonly seen at dealerships, used vehicle lots, body shops and in independent businesses that service walk-in customers. They are established in communities, regularly provide service to local businesses and are no longer regarded as "storm chasers."
The business
Over the past 25 to 30 years, many different types of PDR businesses have developed. Technicians wishing to enter this industry could become part of a nationwide organization with areas of responsibility assigned to them. Alternately, they could become a franchised independent business or start an independent PDR business. A simple Internet search using "paintless dent repair" as key words produces as many as 276,000 pages on the subject, with subjects ranging from training, tools, job opportunities and, of course, businesses offering paintless dent and ding removal.
PDR involves using special tools and techniques from the reverse side of a damaged panel to gently push the dent back to its original state. The technician must be able to see the damaged area while working on it, have access to the backside of the panel and be able to apply leverage to gently apply pressure to the dent."The key is that metal has memory," says Pat Bartlett, an eight-year PDR veteran. "Metal surfaces essentially want to return to where they were. That doesn't mean dents pop back when pressure is applied. Watching closely, the technician works precise pressure points to gently return metal to its original state."
Technicians must choose the proper tool to apply either direct pressure (pressure directly in the dented area) or indirect pressure (on the area around the dent working it up slowly). They also must use the proper leverage to apply the precise amount of pressure to return the metal to its original shape without damaging it or the finish. Good eyesight, hand/eye coordination and skill are needed to do this work.
Not every dent or collision-damaged area is a candidate for PDR repair. Damage that is creased or stretched, close to the edge of a panel or in areas where even the specially designed PDR tools cannot reach may not be repairable. Even with these limitations, there is a vast array of damages that can be successfully removed using PDR techniques.
Getting started in the PDR business begins with training. Depending on which type of business an individual pursues, the training will vary. If one chooses to join an established business, the training is often provided. In this case, the trainee goes to the company's training facility for hands-on and theoretical training and works with specialty tools while instructors help develop skills.
Other training is available independently through schools that offer sessions ranging from a few days to weeks long. Some training providers train on-site. Some students seeking training are experienced collision repair technicians, but such experience is not a requirement.
Tools and equipment are key parts of PDR. Some PDR companies make their own tools and keep them so confidential they won't even allow photos of them. For the most part, tools are readily available from independent toolmakers.
Tools include items such as a "light board," a light used to provide reflection so techs can see the tool as they work. Other tools include pick tools of different lengths, sizes and shapes that help provide access to damage. Protective shields for windows are available as are wedges, knock-down tools and glue-on tools for areas where backside access is impossible.
Tool investment is approximately $3,000-$5,000. Most of the tools needed for a PDR business can be transported in most vehicles.
To start an independent business, some form of communications also is needed. Most cell phones can be configured to accommodate the needs of a PDR business, making that start-up cost minimal.Marketing
PDR technicians work in a variety of niche markets. Work is available from new car dealers looking to repair transportation and lot damage to new vehicles. Other dealers want help prepping used cars for resale. Some PDR businesses cater to body shops and others to off-the-street customers. The market potential has become quite large.
Some PDR businesses have regular customers. For example, technicians report to a car lot weekly to repair all the new and used vehicles acquired since their last visit. Some businesses report that used vehicles account for 60 to 70 percent of work with new vehicles accounting for 20 percent and the remainder made up of body shops and off-the-street customers.
Travel time to customer sites takes up work time when a technician could otherwise be repairing vehicles. Some businesses limit service areas to those one hour or less from their location. However, a mobile service has some advantages. No investment is needed for a building, utilities and other traditional expenses. Overall their potential profit is much better.
Profit depends on many variables, but if the average repair is $65 and a technician does three to seven repairs a day, the yearly potential is evident. Considering the low startup cost and overhead, the profit potential is even more attractive.
Low startup costs and operating expenses, a large profit potential and the independence, freedom and satisfaction of owning a business make PDR work an enticing opportunity. These enticements have flooded some markets (see "PDR techs getting squeezed by competition, insurers" ABRN, March 2008).
PDR businesses require at least some travel — entailing time, expense and risk. Though this work is often performed at someone else's facility, some of it may be done outside. This might seem appealing on a pleasant, sunny day, but you'd also be working outdoors in winter in inclement weather. PDR repair also requires a technician to get into some difficult physical positions, which can be taxing.
If you're willing to deal with these challenges, PDR work might be for you.
