Seth Thorson has specialized in the service of European automobiles since 1999, first in Michigan and now at his current location in New Brighton, MN.
Seth was educated at a UTI in Chicago where he was at the top of his class. He then went to BMW Step to finish the master’s program. Thorson was hired in at a BMW dealership in Bloomfield Hills, Michigan. From there he moved to an independent shop in Waterford Michigan and learned VW Audi. Seth’s passion remained with BMW and he was offered a chance to buy an existing shop in New Brighton, Minnesota near where he grew up.
Seth believes in specialization.
Eurotech (the existing shop Seth now owns) specializes in BMW, Mercedes and Audi cars. He is a firm believer in using factory tools to ensure proper repairs and coding. His team of highly trained and certified technicians are able to diagnose today’s complex vehicle systems! His second location, Green Garage, works on all makes and models.
Seth also owns and runs a BMW tech support company called LMV Bavarian that provides support and programming to a growing network of over 200 shops via remote diagnostics. He also teaches national seminars on BMW diagnostics. Seth has also partnered with SSF auto parts in their unique ‘hands-on’ training program.
Thorson belongs to AASP in MN, BIMRS as well as NASTEF. He is also a member of Cecil Bullards (Institute for Automotive Business Excellence) 20 group. He believes idea sharing and networking with other shop owners has helped grow his business.
When he is not working, you will often find him hunting with his dog or on a snowmobile race track.
Powerful points discussed in this interview:
- Warranty and why he self-insures.
- The minimum hours, he feels, techs need to log in training.
- He prefers to train his A techs and that has been his method of late.
- Seth shares what the shop of the future is going to look like and he explains how he will grow his business.
- Hear about a parts consignment beta test program he is participating in with BMW.
- He also has a secret on how he accomplishes everything on his plate
In his spare time Seth enjoys snowmobile racing, American history and playing various sports.
|Years in industry:||15|
|Years in business ownership:||6|
|Number of technicians:||6|
|Number of Lifts:||10|
|Number of Bays:||10|
|Annual estimated volume (All Businesses):||$2.5MM|
|Aftermarket Associations:||AASP – ASA|
|ASE:||Master plus L1|
|ASE Blue Seal Certified:||Yes|
|Community & Philanthropy:||Rotary – YMCA Partners – Simpson Homeless Shelfter|
|Supplier Advisory Council:||CRP|
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