Repair contracts, work provision deals, service level agreements... whatever they may be called, are they more trouble than they’re worth? It would be hard case to argue against after visiting VRS, which boasts a large amount of space, a can-do attitude and plenty of work.

After initially beginning as a mobile Smart repair operation in 1999, director Lee Fremel and partner Sarah Brice built the bodyshop in 2007. This move signified an expansion in its commercial strategy and is a reverse in the trends the industry is currently witnessing. However, the focus of VRS is built around typical Smart repairs and a complete end-to-end solution for vehicle owners, which form the basis of a huge part of the duo’s overall marketing plan.

The differences between VRS and a ‘traditional’ bodyshop are vast. Its main focus revolves around retail and fleet work, which is a deliberate ploy to move away from an old and, some might say, out of date (fax watching) model. Whilst VRS does offer the complete repair package, including MOTs, full mechanical services, all bodywork refinishing, interior repairs, transportation and sales photography, its culture and mindset is distinctive, which has stemmed from its owners.

‘We’ve spread our bets, to manage risk in such a difficult economic climate, so that we can stay here long-term and react to changes in the market while maintaining superb customer service,’ said Lee. ‘Our technicians are trained on the entire work process so they manage and take responsibility for a specific vehicle repair, usually within a day. I think that the conventional bodyshop that segments all the different processes is outdated and new products are reflecting this. We’ve taken Smart repair techniques and adapted it to bodyshop panel repairs allowing for fast, efficient repairs, which are different to isolated Smart repairs.’

 
One example of a product aiding the new culture of fast repairs is Sherwin Williams’ HP Process, which allows paint to be dried without baking (HP Process dries at ambient room temperature), saving £12 per bake job for VRS, which can tot-up quickly. ‘This type of product broadens the type of work that can be done in a day,’ said Lee. ‘These products also allow larger repairs to be achieved in a shorter space of time.’

The Sherwin-Williams HP Process enables bodyshops to paint more jobs per day without baking. It’s an OEM certified process comprising HP Primer, AWX Basecoat and HP Process clearcoat to produce a finish which is workable and ready to polish in around an hour or less.

VRS is experiencing considerable benefits from the Sherwin Williams HP Process paint technology in terms of increase in productivity, same day repairs, being able to accommodate Smart oriented work and accommodating larger repairs in one bay.

As with every bodyshop process, time is always of the essence. Repairing vehicle damage in a day or even within a few hours is one of VRS’s core goals. The bodyshop operates on a conveyor system – in one door and out the other – to remove the necessity of moving vehicles around, which wastes time and is unproductive.

‘We specialise in localised repairs,’ said Lee. ‘We’ve taken the processes which I honed as a Smart repair technician and moulded them into the bodyshop environment. I do still believe that there is a place for bodyshops in the repair market, but they have to be able to repair vehicles in a day.’

To help aid with its marketing plan and to ensure national branding and work provision, VRS joined the Selsia Vehicle Accident Centre network. Being part of this ensures that VRS don’t get left out in the cold in the rapidly moving repair industry and that Selsia’s customers (typically fleets) are assured of a consistent quality and service across the country. In addition, Selsia’s SameDay service offers all customers fixed price repairs with same day convenience, an immediate online Quick Quote system, as well as an alliance with Prestige Motor Care for customer servicing and mechanical repairs. The Selsia network suits the VRS model.

‘Repairing vehicles in one day, marketing to the local area and offering retail customers a unique service all matched our business,’ said Lee. ‘Joining the network also helped improve our offering to fleets – which rely on vehicles being back on the road for their business survival. In addition, there is so much safety in vehicles, which is increasing write-off levels, that the quantity of larger repairs is diminishing. Therefore the investment in buying the equipment ie a jig to repair heavy damage, doesn’t add up to the respective repair volumes.’

VRS has chosen to sub-contract this work out and focus on the growing minor accident and cosmetic repair market instead, which accounts for over 35% of all bodywork damage. More and more insurance companies (and fleets) are looking for faster repair times and are supporting the growing trend of mobile bodyshops.

‘We can offer a mobile service but feel that the benefits to the customer are greater if their repair is completed in a safe, clean, quality assured environment,’ said Lee. ‘Therefore, with the convenience of a courtesy car supplied for £9.99 for the day, we are able to keep wheels and therefore business moving.’

Sarah said, ‘SameDay can be offered to our customers because of our highly trained repair technicians and the way we have organised our work flow, parts supply and innovative paint products. Fixed prices and same day repairs mean one thing: lower repair costs. If you are not making an insurance claim, this has got to be good news if the cost falls below your insurance excess, as it will protect your no claims bonus.’

VRS is keen to work with its local community to promote its services and reach out to the public. As it is placed outside of a busy town centre, retail work can be difficult to attract, therefore, marketing has to be well thought-out and hard-hitting to penetrate the public domain.

‘We want to build up networks and relationships with clients, particularly fleets,’ said Sarah. ‘We focus on retail, but we’re looking to expand into other areas of business and are in discussions with a variety of work providers to offer products and services for vehicles purchased at local auction houses or via lease disposal routes.’

VRS also offers fleets and leaseholders a guaranteed end of lease service which ensures that all vehicles are returned to the original provider without incurring any additional charges. This service certifies that the customer gets a better price and gives the bodyshop a market to tap into.

‘Lease companies have diverse policies and agreements, including different wear and tear limits,’ said Lee. ‘There are almost inevitable costs when hiring a vehicle, so our message is that we can take care of the agreement for less.’

VRS’ success has centred on making customers aware of the rights that they have when it comes to their vehicle repair and service. Customers can choose where they get their vehicles serviced and repaired or which bodyshop they want to repair insurance claimed accident damage, despite what some corners of the industry might argue.

‘Some manufacturers and insurers do make it difficult for customers because of their policies, which is unfair,’ said Lee. ‘We’ve got customers who know, trust and use us and we take the burden away from them so that they aren’t bullied. With the business continuing to grow, this is one of the many challenges we have at the moment but we look forward to continuing to be a diverse and innovative service provider for all vehicle owners, sellers, insurers and finance companies for many years to come.’