Owner: Joshua Fuller
Location: Auburn, Massachusetts
Staff Size: 30
Shop Size: 20,000 square feet
Average Monthly Car Count: 100
Average Repair Order: $5,000
Annual Revenue: $6M
From Horse-Powered to Horsepower
“Fuller’s has been a name in auto repair since 1914,” says Joshua Fuller, CEO of Fuller’s Collision Group. As the name might suggest, Fuller’s is a family business.
Aside from collision repair, they also offer auto and tire services in a separate building.
The Fuller’s legacy began with Joshua’s great-grandfather, Willis Fuller, who made the remarkable transition from working on horses and buggies to working on the ignition wiring of Ford Model Ts.
Today, Fuller’s Collision holds 10 OEM certifications. “We focus on our major brands, what our market demands,” Fuller said. The focus is heavily skewed towards domestic brands like Ford, GM, and Stellantis. They also accommodate more popular foreign brands like Infiniti, Nissan, and Subaru. “Tesla is on the radar,” he added.
He said OEM certifications often tie you to use certain brands of products, so for paint and coatings, you’ll find Axalta and BASF products.
“We’re also big on Car-O-Liner and we’re big into Pro Spot.”
Something that Fuller takes pride in is not just the physical tools used by his staff, whom he refers to as stakeholders, but also the software, particularly RepairLogic and Revv ADAS.
“Both those tools are phenomenal as far as identifying proper repair procedures, single-use items, and potential calibrations based on what the vehicle is doing,” Fuller said.
The Perks of Having Wall Flowers
Something that strategically catches the eye when looking at Fuller’s Collision Center, or at least when looking at their website, is the decorative flowers on the outside walls of the facility.
“A lot of our stakeholders spend more time here than they do with their families sometimes, so the way we look at it is, ‘How do you want your house to look?’” Fuller said.
He also mentions that this aesthetic sets the expectation for customers who often seek their services during challenging times.
“The collision experience is like going to the dentist,” Fuller explained. “Nobody wants to do it, and you really can’t plan for it. You’re fearful of the unknown because you don’t know how it will disrupt your life. We try to mitigate that by providing a setting where customers can let their guard down.”
The MSO Club
On March 8, Fuller’s acquired Woody’s in Spencer, Massachusetts.
As of late March, Woody’s Auto Body will be renamed Woody’s Collision Center.
“But it’s not a rebrand,” Fuller said. “It’s a refresh.”
“At week three since the integration, we already started the front office redo, and we’re comparing spaces for flowers.”
