ProColor Collision Welcomes New Location in West Edmonton

Autosphere » Collision » ProColor Collision Welcomes New Location in West Edmonton
ProColor Collision West Edmonton owners Jeff Hicks and Cheryl West-Hicks. PHOTO ProColor

The thriving city of Edmonton this week welcomed its latest ProColor Collision facility, as the iconic collision repair brand reinforces its market presence across Canada and beyond.

ProColor Collision West Edmonton, formerly called Shield Autobody, is a labour of love for its owners, husband-wife team of Jeff Hicks and Cheryl West-Hicks. The Hicks have always been passionate about automobiles and are keen to take their 12-year-old independent business into the bigger league of collision repairers by aligning with ProColor Collision. Today, their shop is synonymous with excellent customer service and quality workmanship.

Jeff grew up watching the ¼ mile races with his dad, Brian and their passion for cars, both classic and innovative, was a large part of their lives. It was therefore natural for him to turn his childhood passion into a fulltime business by establishing his own aftermarket venture. In 2020, the repair centre won the gold award as Edmonton’s best auto body shop in The Edmonton Journal Reader’s Choice awards in 2020, after receiving silver in 2019.

Aligning with an established aftermarket network

After running their shop successfully for 12 years, the Hicks explored the possibility of aligning their business with an established aftermarket network. “Automotive technology is becoming sophisticated, and we want to ensure that our teams and facility are prepared to handle the most technologically advanced vehicles,” explains Jeff. “It was therefore a unanimous decision to lean towards ProColor and remain on top of our game.

“The association with ProColor Collision will allow us to maintain the personal touch with our customers while receiving access to processes and relationships that will improve our operations,” he elaborates. “We are also keen to benefit from ProColor Collision’s strong insurer and fleet relations, and their constant support to franchisees with creative national and local marketing initiatives.”

Impeccable reputation

Spread over 3,000 square feet, ProColor Collision West Edmonton enjoys an impeccable reputation for providing high-quality collision repair services. The facility is equipped with industry-leading tools and meets OEM standards to restore vehicles to their original condition. The shop specializes in dent removal, glass repair and replacement and paint restoration, regardless of the extent of the damage.

Chris Peterson, Regional Vice President, Western Canada for Fix Network, says, “Jeff and Cheryl are keen to uphold their impeccable reputation as one of the most advanced repair centres in Edmonton, and we would like to support them with our technology, knowledge and support. They share our vision and core values, and this makes them a great addition to our network.”


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