Imperial Autobody Gains Competitive Edge with CPN Certifications

Overview

Located in Rockville, Maryland — near Washington D.C. — Imperial Autobody has served the collision repair market since 2005. Led by Vice President Anthony Poochikian, the shop employs 27 people and handles an average of 230 cars per month. When a shift in one of its key insurer's business model disrupted the shop's historically high drive-in volume, Imperial turned to OEC's Collision Performance Network (CPN) certification as a way to attract new customers and differentiate on quality.

The Challenge

Imperial had built its volume around 20–30 drive-ins per day, largely from its status as a preferred shop for a major insurance provider. When that insurer introduced a new service centre requiring vehicles to stop there before being sent to Imperial, the shop lost its direct intake stream. Staff had to be deployed to pick up vehicles off-site, adding logistics, increasing liability exposure, and reducing overall volume. Anthony recognized that competing on volume alone was no longer viable — he needed a new way to attract and retain customers.

The Solution

Imperial pursued certification through the OEC Collision Performance Network (CPN). The certification program required technicians to complete comprehensive training on the latest OEM repair techniques and tools, and it qualified Imperial to be listed as a certified shop on OEM shop locators — giving the shop direct visibility to customers searching for manufacturer-approved repairers.

Anthony's goal was straightforward: "The main motivator for getting certified was to set ourselves apart in the industry and cater to the customer. It keeps us honest and gives us confidence in our technician training."

The Results

Enhanced training and technician confidence

The depth of CPN's required training stood out to Anthony. Keeping technicians current with evolving repair technology made the repair process more consistent and quality control faster and more efficient. A better-trained team also translated directly into more referrals: satisfied customers recommended Imperial to friends and family, generating organic new business.

Stronger customer trust and higher revenue per vehicle

Following OEM procedures became the shop's visible commitment to quality — and customers noticed. "Customers trust us more because we are certified," Anthony noted. "Insurers also find it easier to negotiate with us." The shop began actively communicating with customers about the importance of OEM repair standards, and that transparency paid off: "The average sales ticket per car has gone up because of this trust." Customers felt more confident authorizing comprehensive repairs and additional services.

Visibility through OEM shop locators

Being listed as a certified shop on OEM shop locators proved to be a significant growth channel. Customers searching for a certified Hyundai shop — or any manufacturer-certified facility — consistently find Imperial Autobody among the top results. "Being included in OEM shop locators has been a game-changer for us," Anthony explained. "Customers often start their search for a repair shop on the manufacturer's website. Knowing that we are certified by their vehicle's manufacturer gives them immediate confidence in our capabilities."

Attracting and retaining top technicians

Certification also helped with hiring. Skilled technicians are drawn to shops that invest in their development, and the continuous training required by CPN ensured Imperial's team stayed current with industry standards — making the shop a destination for talent as well as customers.

Looking Ahead

Imperial Autobody plans to use its CPN certifications as an active marketing asset, exploring SEO and online advertising strategies to extend its certified-shop visibility further. Anthony's advice to other repairers: get certified, and "use it as a marketing tool to promote themselves."

Learn more about the OEC Collision Performance Network