RepairPal Certified Shop, Southern Motorcarz, led by Michael Willridge, is a shining example of how a small auto repair shop can thrive by focusing on customer relationships, community engagement, and staying at the forefront of automotive technology. With a passion for providing high-quality service and creating long-term connections with customers, Southern Motor Carz has built a reputation for trust and excellence. In this Q&A, Michael shares insights into how he started in the automotive industry, his shop’s core values, and the strategies that have helped him retain a loyal customer base.
1. How did you get into the automotive industry?
“An old high school friend was a sales manager at a local dealership, and he needed help in the service department. That’s when I got my start, and the rest is history!”
Michael’s journey into the automotive industry started with a nudge from a friend, and what began as a job turned into a lifelong passion for fixing cars. Over the years, Michael mastered his skills as an automotive master technician, eventually leading to the creation of Southern Motorcarz.
2. What do you want your shop to be known for?
“High level of customer service, quality of work, and an atmosphere of trust. We want to build long-term relationships with our customers.”
At Southern Motorcarz, Michael focuses on creating long-term relationships through a combination of high-quality service, exceptional customer care, and trustworthiness.
3. How do you differentiate your shop from other repair facilities?
“We offer personal attention to customer needs and concerns. Our shop is a small, tight-knit operation that provides a one-on-one experience with the customer so they know their vehicle is in good hands.”​
Michael prides himself on providing a personalized experience for every car owner, ensuring that each vehicle is treated with care and attention. This personal approach is what sets Southern Motorcarz apart from larger, more impersonal repair facilities.
4. Is your shop involved in the local community or auto community?
“Yes, we are a corporate sponsor for our community’s annual holiday food drive and are involved with the local high school’s vocational program.”
Southern Motorcarz actively supports the local community by sponsoring holiday drives and engaging with local high schools to help nurture the next generation of automotive professionals. Michael values the shop’s involvement in giving back and supporting educational programs.
5. What strategies have you found most effective for retaining customers?
“We build relationships, not just transactions. Regular follow-ups, being transparent about the work needed, and offering maintenance advice have been critical to our customer retention efforts.”
Michael believes in building lasting relationships by focusing on transparency, trust, and providing ongoing maintenance and repair advice to his customers. These strategies have allowed Southern Motorcarz to maintain a loyal customer base for automotive service.
6. What tools or software do you rely on to manage your shop’s operations efficiently?
“We use a combination of tools and software to keep our operations running smoothly. Southernmotorcarz.com is our primary online portal, and we also rely on the RepairPal Portal for customer management. Additionally, we use Alldata Shop Manager, Repair Link for dealer OEM mechanical parts, AutoZone Pro, and Autel Diagnostic Scanners.”
Southern Motorcarz leverages a variety of tools to maintain efficiency in their daily operations. RepairPal’s Shop Dashboard online portal, along with systems like RepairPal and Alldata, allows the team to manage customer interactions and diagnose and repair vehicles accurately.
7. Can you share a success story where your shop went above and beyond for a customer?
“Once, we had a customer stranded after their car broke down in the middle of nowhere. We arranged to tow their vehicle, got it fixed within the day, and even helped them with a ride home. They’ve been loyal customers ever since.”
This example demonstrates Southern Motorcarz’s commitment to customer service, even in unexpected circumstances. By going the extra mile for a stranded customer, Michael was able to turn a difficult situation into a lasting customer relationship.
8. In what ways do you encourage feedback from employees on improving customer satisfaction and workplace morale?
“We hold regular team meetings to discuss how we can improve both customer experience and shop morale. Each employee is encouraged to share their thoughts, and we work together to implement those ideas.”
Michael encourages his team to engage in a collaborative environment where employees feel comfortable sharing feedback, which helps the team continuously improve both customer service and internal workplace morale.
9. What is your proudest achievement as an auto shop owner?
“Being able to run this business with my wife, building something together, and serving the community we live in. It’s been a blessing.”
Michael’s proudest achievement is the opportunity to build Southern Motorcarz alongside his family, creating a business that reflects their shared values and commitment to serving their community.
10. What advice would you give to someone just starting out in the auto repair business?
“Stay humble, have a servant’s heart, and do what’s best for your customers, always.”
Michael emphasizes the importance of humility and putting the customer first. He believes that a strong work ethic, combined with genuine care for customers, is the key to success in the auto repair industry.
11. Where do you see the automotive industry heading in the next five years, particularly concerning the ability to retain customers?
“I feel that customers are gravitating to more tech-savvy shops that use the latest diagnostic tools and communication methods. The shops that invest in technology and training will retain customers better in the future.”
Michael predicts that the future of the automotive industry will be shaped by advancements in technology. Shops that invest in the latest diagnostic tools, along with ongoing training for their staff, will be better positioned to meet customer expectations and retain long-term relationships.
At Southern Motorcarz, Michael Willridge has created a shop that values personal relationships, community involvement, and cutting-edge technology. By combining excellent customer service with efficient shop management tools, RepairPal Certified Shop Southern Motorcarz continues to stand out as a trusted name in vehicle repair.
