How Steed's Collision Center Grew Revenue 25% Through OEM Certification

Overview

Steed's Collision Center was founded in 2014 by James Steed in Biloxi, Mississippi. James came to the business with hands-on collision experience and a background as an insurance adjuster with Progressive — a combination that shaped his focus on transparent, quality repairs. By 2024, the business had grown to four locations, three operating under the Steed's Collision name, all holding I-CAR Gold Class status.

As a member of the OEC Collision Performance Network, Steed's Collision Center holds OEM Certifications from Tesla, GM, Nissan, and Ford.

The Challenge

By 2023, James noticed a clear divide in the industry: most shops were struggling in the post-pandemic environment, but Certified shops were staying afloat and growing. He recognized that OEM Certification represented a long-term opportunity for sustainability and growth, and began investing accordingly — even as the broader market declined.

The Results

The investment paid off immediately. In 2024 — Steed's most successful year to date — the shop grew revenue from $3.2 million to $4 million despite industry-wide headwinds.

Market share expansion: After extending marketing efforts into nearby communities and using Facebook to position Steed's as one of the most Certified facilities in the region, market share in one target area jumped from three percent to over twelve percent. That growth directly drove the opening of an additional location.

Operational improvements: Certification brought standardized OEM repair procedures, improved parts availability, fewer delays, and reduced rework. These changes streamlined workflow and gave James credibility with insurance adjusters — drawing on his adjuster background to negotiate from a position of documented standards.

"I can explain that maintaining our Certification means we have to meet specific repair standards, and I work with adjusters to find solutions that align with those requirements." — James Steed

Customer education as a differentiator: James's team takes time to explain what Certification actually means — manufacturer-approved procedures, specialized training, and the right tools for the job. He found that customers who understand Certification choose his shop over uncertified competitors.

Talent and culture: James maintains close ties with local trade schools and hires and trains young technicians from the ground up. He credits this approach with avoiding the staffing shortages that have challenged the broader industry.

"I don't have those problems. I treat people differently. I don't see my employees as numbers." — James Steed

Looking Ahead

James plans to continue leveraging Certification to grow. He advises other shop owners to stagger their certification renewals to avoid the administrative burden of simultaneous annual renewals. The business's momentum is visible: while others in the industry face declining numbers, James fields daily inbound inquiries from MSOs looking to acquire his shops.