The sales and service counters at OK Auto, 4wd & Tire.
An old business saying declares that a crisis (or any bit of bad luck) is really just an opportunity for new fortunes in disguise.
Don't believe it? Consider the case of New Jersey shop owner Jim Oostdyk, who turned a turnover into an all-new business that
continues to reward him, his employees and his customers alike.
Customers can wait for their vehicles while enjoying TV or catching up on some work.
In 1979, Oostdyk suffered through one of the worst kinds of embarrassment for any fan of four-wheeling: He rolled his 1961
Jeep CJ-5. Determined to get back on the road and off again, Oostdyk hauled the Jeep to his shop, where he planned to take
care of the repairs. What he didn't plan for was the reaction of his customers, who began asking Oostdyk to work on their
4WD vehicles. By the time his Jeep was back in form, Oostdyk had a fresh hot property on his hands: a shop dedicated to first-rate
vehicle repairs and 4WD modifications.
While fate certainly played a part in this story, credit Oostdyk for taking some smart, measured steps to ensure his new business
would turn into the multi-million dollar shop/accessory store it is today.
First, Oostdyk changed his business's name from Jim's Getty to OK Auto, 4wd & Tire to reflect the shop's new identity. He
also moved to a newer, larger location to handle the increased business, then continued building on to that business to meet
customer demand. Today Oostdyk's business stretches more than 14,000 sq. ft., offering ample space for service and an attached
parts and accessories superstore.
The seven bays are spacious and well-equipped.
Oostdyk leverages a number of means to get customers into both sides of that business. Since 1989, he's been holding an event
called Oktober Truckfest, a one-day truck show that gives participants the opportunity to win trophies and other prizes in
20 different award classes. Throughout the year, Oostdyk sponsors similar events such as a Rock Krawl, where employees and
customers spend time bonding while maneuvering their vehicles over tough off-road obstacles.
The 6,000-sq.-ft. showroom contains a large assortment of aftermarket automotive products.
The shop also has a significant Internet presence at http://www.ok4wd.com/. It offers an online catalog for its parts offerings, along with in-depth information on the shop itself.
The building was recently renovated.
The shop service department takes its own notable steps to keep customers coming in and back. OK is an ASE Blue Seal of Excellence
shop that uses its 6,000 sq. ft. of service area to churn out 100 repair jobs a week. A firm believer in offering personalized
service, Oostdyk asks his service writers to take the time to walk each customer to the repair floor and point out any recommended
work. Employees offer their own kind of personalized marketing by drawing in friends they meet through their involvement in
automotive sports — everything from drag racing to truck pulling.
Tim Sramcik began writing for Motor Age's sister publication ABRN nearly 10 years ago, although he joined the staff full time in January 2008 as editor-in-chief. He has produced numerous news, technical and feature articles covering virtually every aspect of the collision repair market. In 2004 the American Society of Business Publication Editors recognized his work with two awards.
Articles by Tim Sramcik
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