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Origin
May Automotive started back in 1959 through Josh Brooks’ wife’s grandfather. What started as a small local shop evolved into a third-generation business deeply connected to the Utah community. Josh grew up around cars, hot rods, and stories from the early days of the shop. Eventually, he and his wife purchased the business and began navigating what every second- and third-generation owner eventually faces: preserving legacy while adapting to modern customer expectations.
The challenge wasn’t technical ability. The challenge was perception. New development around the shop reduced road visibility, and longtime locals didn’t even realize the business was there anymore. Josh realized quickly that if customers can’t see you, they can’t trust you.
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Impact
One of the biggest takeaways from this episode is that branding is not just logos and websites. Sometimes branding starts with paint on the building.
Josh explained how updating the exterior of the shop immediately changed customer awareness. People who had lived nearby for years suddenly noticed the business. That shift reinforced a bigger lesson: customers judge professionalism before they ever approve a repair.
That same philosophy carried into communication systems, customer transparency, and hiring culture. The goal became building an experience customers could trust — not just fixing vehicles faster.
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Operations
Josh openly discussed the operational tension many shops face right now: balancing experienced veteran technicians with younger techs who expect modern systems.
May Automotive is currently evaluating DVI platforms while trying to build workflows older technicians will actually adopt. Instead of forcing technology into the shop overnight, Josh is approaching implementation through workflow alignment and mentorship.
The long-term vision is structured team development:
- Experienced diagnostic technicians leading teams
- Mid-level technicians handling workflow execution
- Entry-level technicians documenting inspections and learning systems
That structure allows knowledge transfer while increasing consistency, communication, and customer confidence.
Josh also highlighted a major reality many independent owners understand: recruiting isn’t just competing against other repair shops anymore. Shops compete against every skilled trade industry for motivated young workers.
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Leadership
One of the strongest parts of this episode is Josh’s leadership philosophy.
Family comes first.
That sounds simple, but Josh backs it up operationally. If a technician has a child’s game, school event, or family obligation, the shop adapts. That culture creates loyalty that pay plans alone cannot buy.
Josh also focuses heavily on mentorship and community involvement. Between local car clubs, scholarship programs, trade-school outreach, and youth education, he’s actively investing in the next generation of technicians before they ever apply for a job.
That mindset changes hiring from reactive desperation into long-term pipeline building.
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Marketing
A major theme throughout this conversation is that trust starts before the customer ever walks through the front door.
Visibility matters. Presentation matters. Communication matters.
Independent shops often underestimate how much customer perception affects growth. Josh’s story proves that modern marketing isn’t just digital ads or websites. It’s building an experience that communicates professionalism everywhere customers interact with the business.
That includes:
- Exterior appearance
- DVI transparency
- Technician communication
- Customer education
- Consistent branding
- Community reputation
If your shop is struggling with visibility, consistency, or customer trust, start here:
https://addi.me/jumpstart
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Takeaways
- Customers judge professionalism before repairs begin.
- Visibility problems eventually become revenue problems.
- DVI adoption succeeds when workflows match technician habits.
- Culture improves retention more than perks alone.
- Legacy shops still need modern systems to scale.
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