By BETH ALTENA
West Michigan Collision (WMC), 4595 14 Mile Road (M-57), is the area’s newest collision shop with a talented and certified staff and the goal of easing the stress that can come with minor or major repairs following an accident.
“Our goal is to ease that stress as much as possible by working directly with your insurance carrier and completing the repair as quickly and professionally as possible,” said president John Ross.
The new family business has a terrific location between Northland Drive and US 131, allowing easy access to customers from Rockford, Cedar Springs and the Sparta areas. There is much more to the company however.
A ceremony was held Monday, February 4 with Rockford Mayor Brien Dews cutting the ribbon to unveil WMC’s state-of-the-art new facility and high-tech equipment. WMC is proud to announce an alliance with PPG Envirobase High Performance and Aquabase Plus waterborne basecoats, environmentally-friendly, extremely new paint products.
“These waterborne systems from PPG represent the culmination of two decades of intense research and development spanning two continents and hundreds of chemists, scientists and color-matching experts,” said Ross. “Going green with PPG’s waterborne automotive paint systems was an easy decision.”
High-tech equipment in the center is also impressive. “More and more customers and insurance companies are requiring the use of computerized measuring systems as part of the repair process,” Ross stated. “We have a Chief four tower frame machine with a Velocity lazer measuring system. This is by far and away the most sophisticated system available in the industry today. This system provides a one-page report on the exact condition of the vehicle’s frame before, during and after repairs. This report provides indisputable evidence of the severity of the damage and quality of repair.”
Customers will enjoy the staff at WMC and know their vehicle is in capable hands. John Ross, Supervisor of the shop team, is college educated and ICAR Platinum Certified—the highest certification available in the industry. He is also state certified and has 23 years experience. He works in all materials, steel, aluminum, plastic, fiberglass, and can repair all vehicles, including RVs, buses, semi trucks, boats, motorcycles and classic car restoration.
Body Shop Manager John Purchase is an experienced body repair estimator and has experience in management. He has great customer relations skills and focuses on communication with clients and insurance companies. Office Manager Elizabeth Ross has worked in offices in the medical field. Richard Ross, administrative and marketing for WMC has GM experience in marketing, working with car dealers.
“We plan to make WMC a very community-focused business, sponsoring programs for children like soccer, baseball and flag football,” said John Ross. He said WMC also has Community Sharing Incentive programs with area churches. Clients will find the process of repair take place smoothly and professionally in an upscale, friendly, customer-caring environment with free estimates, links to towing services and rental car assistance. Satisfaction is guaranteed.