The debut of the Certified Auto Repair banner across Eastern Canada, featuring cutting-edge programs, will equip Parts City Auto Parts stores with a comprehensive service offering for their installer customer base.

Last January, O’Reilly Automotive Inc. made headlines with its acquisition of Vast-Auto Distribution. This strategic acquisition represents a significant milestone for O’Reilly and marks a major step forward in its international expansion efforts allowing them to leverage Vast-Auto Distribution’s team and expertise to service customers across Canada.

Vast-Auto Distribution is capitalizing on the launch of Certified Auto Repair to offer Canadian service dealers a best-in-class program. Currently, 165 customers across Ontario, Quebec, and the Maritimes will adopt the new Certified Auto Repair/Certifié Auto Service image. The M 360 Mechanic franchised repair shops, as well as the Octo Auto Service Plus and Auto Mécano banners, will not be impacted by this transition.

The stores will also adopt the new image of Parts City Auto Parts/Parts City Pièces d’Auto, to align with the existing network of stores in the United States.

Steve Bujold, Sales Director, Eastern Canada, and Daniel Paul, Manager, Development of installer banner programs at Vast-Auto Distribution are leading this change.

“The entire team both north and south of the border have worked extremely hard to position the Certified Auto Repair banner as an elite program for Canadian automotive service providers,” explains Bujold. “Not only will this rebranding emphasize the shops’ identity, but we also took advantage of the launch to enhance the core of the program’s offerings.”

The Certified Auto Repair banner represents a trusted and well-established brand, with more than 5,000 locations in the United States, Mexico, Puerto Rico, and now in Canada. It is supported by a strong marketing strategy, offering improved customer warranties, group benefits and loyalty discounts, and access to a catalog of ongoing technical training. The warranty on tires sold and services performed protect consumers across North America, with roadside assistance being an especially appealing option.

The banner also includes marketing tools tailored to evolving Canadian consumer habits. The certifiedautorepaircentre.ca website includes a tire catalog lookup with online purchasing capabilities and a geolocation-based appointment request module.

Similarly, Certified Auto Repair service centers will benefit from a visibility campaign that will be deployed across both traditional and digital media, aiming to reach consumers on their preferred medias.

A program for local repair shops

We spoke to two service center owners who recently transitioned to the new Certified Auto Repair banner to gauge how this change is going for them. For both of these entrepreneurs, there’s no doubt the banner change is positive and beneficial.

“This program has been specifically tailored for Canadian repair shops,” emphasizes Bujold. “It’s a toolbox filled with resources to support their business. Additionally, we will continually enhance this program as needs evolve, ensuring it remains aligned with industry change. This ongoing development will allow us to introduce new tools and programs that address emerging challenges, helping shops stay competitive. “For Bujold and his team, the rebrand provides a great opportunity for service centers to modernize their exterior and interior image.

 

“I had an account with Parts City Auto Machinery when I was a civilian mechanic for the Canadian Armed Forces,” says Joshua Arbeau, owner of Triple A Automotive, a Certified Auto Repair member in Burton, New Brunswick. “So it’s a very long relationship I’ve had with this team. The banner change was never a source of concern for us; quite the contrary. I frequently visit the United States, where O’Reilly, a brand actively involved in auto racing, is highly recognized by consumers. I know that the Vast-Auto Distribution team, which oversees the development of the Certified Auto Repair program, will always keep our best interests in mind. The more satisfied our customers are with our programs and services, the more loyal they’ll be to us, and the more replacement parts we buy from Parts City Auto Parts. It’s a win-win situation.”

Arbeau opened his own shop in 2015, driven by a desire for variety. He found that consistently working on the same types of military vehicles had become monotonous, prompting him to seek a more dynamic environment where he could interact with the general public. This shift not only allowed him to diversify his skill set but also brought him closer to a wider range of vehicles and customers. Currently, his shop has three service bays and an equal number of technicians, a setup that is poised for growth. With ambitious expansion plans on the horizon for next spring, Arbeau aims to increase his workforce and service capabilities.

“What I’ve always liked about this group is the proximity and availability of their people,” Arbeau adds. “We’ll continue to deal with the same people, whether in the store or at their headquarters. And for us, it’s very important that the store team and their representatives have been with us from the beginning, and that they’re always willing to answer our questions and help us solve problems without delay.”

Arbeau points to the warranties on parts that Parts City Auto Parts honors promptly as a key example of the benefits of their partnership. He appreciates how efficiently these warranties are processed, which not only streamlines his operations but also enhances customer satisfaction. When a part needs replacement, having a reliable warranty ensures that his shop can quickly take care of the customer. Moreover, it reflects Parts City Auto Parts’s commitment to supporting automotive repair shops like his. “We’ve developed a relationship of mutual trust that makes exchanges so much easier,” he says.

As a hands-on owner who still works in his automotive repair shop, Arbeau appreciates the extensive range of parts inventory available at Parts City Auto Parts. “Accessories make up a crucial part of our overall sales,” he explains. O’Reilly’s influence on Vast-Auto Distribution in this area will substantially enhance our ability to meet customer demand.”

The power of training

The Burton-based shop aims to be at the cutting edge of technology. Their state-of-the-art equipment allows them to offer their community a comprehensive range of mechanical maintenance services including alignments, air conditioning and even minor windshield repairs. To maintain this high standard of service, the technicians, as well as the owner, regularly take advantage of Vast-Auto Academy’s training programs. In fact, the shop’s next goal is to obtain specialized certification to service electric and hybrid vehicles.

“The change to Certified Auto Repair is good for both us and our customers,” Arbeau concludes. “We’ll have a regional meeting this fall where we’ll receive more details about the enhancements to the program. Vast-Auto Distribution has consistently recognized the importance of keeping us well informed so that we can grow together. The recent changes are no exception, and I’m very excited about this new opportunity. We have development plans, and the Vast-Auto Distribution team supports us every step of the way.”

Regarding the image change to adopt the Certified Auto Repair branding, Marc St-Amour, owner of Auto Précision in Gatineau, sees it as proactive. “All retail chains need to renew themselves occasionally, and this change, as far as I’m concerned, is welcome,” he says. “We have been doing business on Maloney Street for seven years, and this banner change allows us to completely modernize our image. Not only are we getting noticed, but our customers welcome the change, and we’re attracting new customers who are discovering us under Certified Auto Repair`s red and black colours.”

St-Amour views Vast-Auto Distribution’s efforts as more than just a signage change, but a proactive approach, recognizing the critical need for innovative solutions in the highly competitive automotive aftermarket landscape. By focusing on enhancing the program and adapting it to the evolving needs of both repair shops and vehicle owners, Vast-Auto Distribution is positioning its network as industry leaders. “We’re competing against the OE dealers that are investing heavily to retain their customers, even on aging vehicles,” he says. “We, the independent shops, need to be supported by a strong organization, like Vast-Auto Distribution, that will give us the tools we need to succeed.”

St-Amour confirms the quality parts availability, technical training, and the robust features of the Certified Auto Repair program, enable him to provide added value to consumers. He is particularly pleased with the introduction of a warranty on parts and services performed on commercial vehicles, as his shop generates a portion of its revenue from maintaining commercial fleets.

A family story

“We’ve been part of the Vast-Auto Distribution network for 15 years, serviced by M & Jean-Guy Andre Auto Parts” says St-Amour. “Over time, it’s almost become a family relationship. As in any good family, we’ve had our ups and downs, but honestly, the great strength of this network is always being able to talk to someone.”

As he reflects on the future, St-Amour concludes on an optimistic note, emphasizing the seamless implementation of Certified Auto Repair and the added benefit of retaining the focus around the Auto Précision name on his storefront.

The two shops featured in this article have set themselves apart by building strong reputations in their respective communities, which naturally draws attention from other networks looking to expand their reach and eager to tap into their well-established businesses. Yet, their loyalty to Parts City Auto Parts and Vast-Auto Distribution remains unwavering.

The choice to be a Certified Auto Repair member is rooted in trust. Their continued loyalty lies in the personal relationships they’ve developed with their serving store team members and the support and collaboration they’ve experienced. Access to a wide range of auto parts and excellent customer service ensures they can repair a large variety of vehicles efficiently, while Vast-Auto Distribution’s training program keeps their technicians at the forefront of the industry enabling them to stay relevant in an ever-changing market. For these business owners, it’s a partnership that not only helps sustain their business but also reinforces their belief in working with a group of people that genuinely care about their long-term success.