Honda has launched a revamped certification program for collision repair shops with updated I-CAR requirements. The program is designed to help guide drivers to shops with Honda-specific repair expertise, while helping participating shops gain more referrals both online and via insurance relationships.
Honda launched the new ProFirst body shop recognition program in October. It is open to both dealer-owned and independent shops, and according to the automaker is targeted at promoting the "correct, complete, and safe repair of Honda and Acura vehicles and provide support to shops that have demonstrated a commitment to a high level of customer care and satisfaction."
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ProFirst replaces the previous Honda certification program, which had slightly different criteria.
Shops participating in the program must perform a minimum number of transactions using OEConnection's CollisionLink software; achieve I-CAR Gold Class Professionals business status; and have at least one employee that has completed the I-CAR Collision Repair for Honda and Acura Vehicles (HON01) course.
Shops receive a plaque, listing on the Honda online shop locator tool, free access to the Honda and Acura parts catalog, all parts bulletins, and service and repair information.
"There's signage when the customer first comes in the store that lets customers know we are Honda certified," says Kyle Hepler, parts manager at Darrell Allen Body Shop in Burlington, N.C. "Customers know their car is going to be repaired by qualified technicians."
Darrell Allen Body Shop was previously certified under the previous Honda program, and was the very first location in the U.S. to receive the ProFirst certification.
For the shops interviewed for this story, meeting the requirements of the Honda program were relatively simple, and beneficial even on their own. For instance, all the shops reported a positive experience with CollisionLink, which automates ordering of OE parts.
"The system is great," says Brian Eve, manager at Hendrick Collision Center in Duluth, Ga., which is affiliated with the Gwinnett Place Honda dealership. "Once we have our estimate created, we can put that information directly into CollisionLink and it sends it through to the different manufacturers automatically."
Participation also helps gain new business via insurance referrals and other contracts. "That certification is usually part of the criteria for insurance work for fleet accounts, for example," Eve says. "To be on those plans, you have to be on ProFirst."
Participation also provides a greater level of visibility among Honda owners and insurance carriers. "The primary benefit we're looking for are referrals," says Darrell Amberson, vice president of operations at Lamettry's Collision, an seven-shop operation in the Minneapolis/St. Paul area. "You want to be able to say to the insurance company that you are certified for that vehicle. Some of the DRPs want to see that. We also have signage in the shop, and that gives us credibility and a nice sales point to bring up when we are working with customers."
Lamettry's had also participated in the previous Honda certification program, and was able to continue on with ProFirst by maintaining its I-CAR training requirements.
Another benefit: free access to the same repair information available to dealers. "It gives us access to everything as far as the parts catalog and the mechanical repair information," Hepler says. "It's an advantage to have everything the dealerships get to see right there in front of us."
Customers can also more easily locate ProFirst shops via Honda's online resources. "The have great resources on the Honda and Acura sites that links customers directly to the some great information," Eve says. "It provides information on what to do in case of an accident, and has a zip code-based list that connects them with ProFirst shops. It even provides information about parts selection."
While the Honda requirements are fairly straightforward, maintaining multiple certifications with a variety of OEMs can present some obstacles to shop owners. "It can be a challenge to just stay on top of everything," Hepler says. "Guidelines may change from one year to the next. Some of the programs are tougher than others."
Lamettry's also maintains Mercedes, Audi, Jaguar, Porsche, Corvette, and several other certifications. "Some are more demanding that others in terms of special education and equipment," Amberson says. "And some of them can get a bit expensive."
"You have to keep up the I-CAR certifications," Eve says. "It can be expensive to keep up with these types of plans, but that continuing education is valuable."
One thing Amberson would like to see more of from Honda and other OEMs with similar programs: more publicity. "To get the maximum benefit out of a certification, the customer should have the expectation and desire to go to a certified shop," he says. "Most customers don't even know there is a certification. Until we get to that point, the benefits are not going to be as high as they could be. Insurers don't do much to promote those capabilities, either."
For more information, shops can visit profirsthonda.com and profirst.acura.com.
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