RR 301: Matt Purselle from Revolution

Revolution is a Mercedes-Benz and smart Specialist.

Matt Purcelle, the owner of Revolution, has more than 20 years working exclusively with Mercedes-Benz vehicles. His passion for the Mercedes-Benz brand began at a young age while riding around in his grandmother’s 1972 280SE 4.5, which he still owns and keeps in showroom condition.

He got his start working on Mercedes-Benz when he took, what was supposed to be a summer job, at a local Mercedes specialty repair shop after his junior year at Georgia Tech. That job was so much fun he didn’t return to school in the fall. He is now an ASE certified Master Technician with additional certifications in Advanced Engine Performance and Light Duty Diesel Vehicles.

What little free time he gets is spent cooking with his wife and three children and trying to become a better tennis player.

Talking Points:

  • Matt wears a bow tie to work every day. He’ll tell you why.
  • Treat every customer like you would your mother.
  • At Revolution, they wash and vacuum every car that comes in the shop. Matt feels this is part of his strong differentiation in the market.
  • Customer waiting area has chocolates. Customers love ’em.
  • They keep a vegetable garden in the front of the shop.
  • They grow their customers like they grow their vegetables.
  • Referrals have driven his success. The growth rate in the business is 10% with no advertising budget for new customers.
  • Will build a new building in 2018. His dream shop.
    • He outgrew the space and parking.
    • Will add double the footprint with up to 14 bays.
    • Improved waiting room so there can be space for a comfortable engagement with customers.
  • Would have hired a coach sooner in his career. He wasn’t prepared to be a leader.
  • Matt says that he is not a touchy-feely guy. But he has a special openness and honesty with his people. He has a great trust with this people.
Shop Profile
Number of locations: 1
Total square feet of all facilities: 7,500
Years in industry: 22
Years business ownership: 18
Number of technicians: 4
Number of service advisers: 2
Number of lifts: 9
Number of bays: 9
Days open: Mon – Fri
Annual estimated volume: $2M
Technician productivity: 105%
Labor rate: $145
Effective labor rate: $100
Average repair order (ARO): $650
Average car count: 56/Week
YTD gross profit percent: 45%
YTD net profit percent: 15%
Technician training hours per year: 8
Service adviser training hours per year: 8
CEO Trianing hours per year: Many
Specialty: Mercedes-Benz
ASE: Master, L1 and Light Diesel
Shop management system (SMS): Winworks Autoshop
Completely paperless?; Yes
Digital Vehicle Inspection: AutoVitals
Website provider: AutoVitals
Biggest challenges: Technician Shortage
Business coach: ATI
Mission Statement: Treat all of our customers as you would treat your mother.

Revolution Website

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This episode is brought to you by Federal-MogulMotorparts and Garage Gurus. With brands like Moog, Felpro, Wagner Brake, Champion, Sealed Power, FP Diesel and more, they’re the parts techs trust.  For serious technical training and support – online, onsite and on-demand – Garage Gurus is everything you need to know. Find out more at fmmotorparts.com  and fmgaragegurus.com


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About the author, Carm Capriotto, AAP

Carm is the founder and host of the Remarkable Results Radio Podcast; the only one of its type in the automotive aftermarket. Carm calls on his 35 years’ experience in the aftermarket to bring engaging stories from his guests.

Listen to raw, unfiltered, honest, and sincere stories that include insights, trends, best practices and expertise. Each interview brings an opportunity to learn one new thing through the stories of personal achievement. Many podcast guests tell their story of transformation from working in their business to working on it.

As host, Carm uses his enthusiasm and passion for the aftermarket especially the service sector to take his listeners on a journey showcasing successful service professionals’ path to Remarkable Results. He also enjoys interviews with aftermarket industry thought leaders who bring their industry perspectives to his listener.