The Manchester Enterprise
A Heritage Newspaper
Weekly Publication
Ash Auto draws crowd at new location
Owners say customer service is top priority for area repair shop
By Daniel Lai, Editor
PUBLISHED: June 21, 2007
If it weren't for the smell of engine oil and the numerous mechanics running about, customers who walk into Ash Auto would think they were walking into owners Tom and Rhonda Ash's home.
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Immediately upon entering, a cheery receptionist eagerly listens to customers' concerns while Tom and Rhonda hurriedly walk from the shop to the lobby area and back again, talking with mechanics, ordering parts and answering phones, only stopping briefly to chat with patrons.
"It's enjoyable to work in your own community and be able to provide a service that everyone needs," Ash said. "You can't please everyone, but as long as you try, that's all you can really do."
Ash relocated his business to M-52 north roughly a year ago.
"We needed more space," Rhonda said. "We had two bays at our location on Main Street. Here we have a lot more and we use all the space we have."
Ash Auto previously occupied the lot where Classic Pizza currently houses, she said.
"Being on M-52 has given us a lot of really good exposure," she said.
Tom said since opening at the new location, there have been both benefits and drawbacks.
"I like and dislike it," he said. "There definitely is a lot of space and more traffic coming through, but I lose that in-town feel. The people that travel in the opposite direction toward Saline probably don't even know I am here.
"When I was downtown, at least when people would go to the park or to church, they would see me."
Despite the change, Ash said business has more than doubled at the new location.
"There isn't the parking restrictions we had to handle with when we were downtown and, with the limited storage space, it was just a lot harder than some of the other businesses to work down in that area."
With the additional space, Ash said he has been able to expand his clientele and work on more classic cars.
"I grew up on classic cars," he said. "People know I have the knowledge needed to work on the older cars. They also know I can keep them inside and out of the weather when I'm working on them."
Ash said the number of pick-up trucks has also increased.
Rhonda said the biggest source of clients has been word-of-mouth.
"It all goes back to customer service," she said. "If the customer is happy, they will come back. And, maybe they will bring a friend."
Ash said he prides his business on customer satisfaction.
"We try to keep our prices as reasonable as we can and still keep the doors open," he said. "Right now we're fighting real hard to keep our $19.99 oil change. An oil change is the most basic and most needed service a car needs. It makes a huge difference on how long the car will last."
In addition to the oil change, mechanics also perform a 25 point inspection to make sure vehicles are in optimum running conditions, he said.
"We are trying to look out for everyone on the road," Ash said. "If we can see it, and it's within our means to fix it, I'll be upfront with the customer. They may not always like what I have to say, but our concern has always been for their safety."
Ash said his shop is equipped to perform oil changes, tire care, air conditioning repair, chemical flushes, exhaust system work, battery service, electrical repair and other regular maintenance.
The business, which has a regular influx of customers, employs three receptionists, a full-time mechanic and three automotive students from area colleges.
"A lot of our staff has been here with us since we opened," Rhonda said. "I would trust any of them with anything. They do it all.
"They will shuttle customers to and from their home or work if it's within reason, they call and try their hardest to get the best price on a part while still maintaining its quality and they keep the shop operating."
Tom said the shop is set up to expand, if need be, in the future.
"We're already talking about hiring another master technician just to keep up with the floor," he said. "The building is set up to where we can expand out in the future."
Of course, all the hard work doesn't come without a price, Ash said.
"Though we're open from 8 a.m. to 6 p.m. everyday, often we're here later," he said. "If people leave town before you open and you close your doors when they get back, you are going to take a hit with your revenue.
"In order to get the business and keep customers happy, you have to be willing to work with them."
Ash said one of the hardest aspects of the field has to deal with the stigma of mechanics as thieves and liars.
"I try to be as honest as I can," he said. "If anyone has any questions, I will answer them. I have no problem telling the truth.
"No mechanic is perfect, but we try to be accountable. If we make a mistake, we will remedy it as quickly as we can."
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