TONY MORGESE’S JOURNEY AT MONTREAL’S ACX AUTOLUX
Under his leadership, the business quickly distinguished itself by securing Mercedes- Benz certification shortly after the automaker launched its program in 2017. As the only Mercedes-Benz-certified collision repair facility in the metropolitan region, AutoLux became the reference point for owners of the brand’s high-end vehicles.
“I strongly believe in OEM certifications,” Morgese says. “They help you fix the cars the right way. Once you’ve gone through a certification program, you know why they matter.”
When AutoCanada acquired the business in 2021, Morgese sold his ownership stake but remained on as general manager. Initially wary of heavy oversight, he soon found the Edmonton-based consolidator favoured autonomy and support.
“Since AutoCanada bought us out, it’s better than ever for the team — and for me,” Morgese says. “They actually let us run the business the way we want to and support us 100 percent.”
“I STRONGLY BELIEVE IN OEM CERTIFICATIONS. THEY HELP YOU FIX THE CARS THE RIGHT WAY. ONCE YOU’VE GONE THROUGH A CERTIFICATION PROGRAM, YOU KNOW WHY THEY MATTER.” — TONY MORGESE
The acquisition encouraged the shop to expand its certification portfolio. ACX AutoLux has since added BMW and Tesla certifications, with Audi certification currently underway.
“The tools are on order!” Morgese says. That willingness to invest reflects both Morgese’s commitment to manufacturercompliant repairs and his understanding that luxury vehicle owners expect factorylevel restoration.
His conviction is rooted in experience. He recalls a Mercedes that arrived after being repaired at an uncertified shop. “Once we diagnosed it, we realized it was a total loss,” he says. “It would have been dangerous — they welded everything inside and warped the metal.”
While that position has sometimes clashed with cost-focused insurance adjusters, Morgese says attitudes are changing. “I think insurers are starting to realize the benefit of certified shops — though they’re still missing some of the benefits,” he says. “They’re already not paying the same rates to uncertified shops. In the next 10 years, they will fully wake up.”
Morgese began his career 35 years ago as a painter in a small, poorly equipped shop. He later moved through Uptown Volvo and BMW Canvec, advancing from supervisor to floor manager to production manager before joining AutoLux in 2011.
Today, the facility operates from a 1,300-square-metre space (14,000 square feet) equipped with built-in frame benches, a dedicated aluminum repair room and 2 mechanical bays. A 27-person team processes about 25 vehicles per week.
To maintain certification compliance, technicians rely on OEM-mandated equipment.
“We’re really enjoying playing with all the new BMW tools,” Morgese says. “We’ve just received new rivet guns, welders and even an explosion-proof vacuum cleaner.”
Beyond equipment, Morgese emphasizes workplace culture.
“I just treat my employees with lots of respect,” he says. “The most important thing is to listen and make them enjoy working with us.”
That philosophy was evident when he retained a hearing-impaired body technician through a two-year cancer treatment, adapting the employee’s role as capabilities changed. Morgese shares the same approach with apprentices.
“What I tell all my young apprentices: Don’t look at the money right away — do what you want to do and the money will come,” he says. “Otherwise, you’ll never be happy.”
Another milestone came in the summer of 2024, when AutoCanada rolled out its ACX brand identity. The facility’s grand opening in June generated immediate response. “We’ve noted a bump after the ACX rebrand,” Morgese says. “We’re helping out more customers. Several people have come in to find out about it.”
Customer service remains central. All vehicles are detailed before delivery, and Morgese is known for patience in difficult situations. When one customer became convinced her vehicle had been repainted — when it had only been polished — he drove her to the dealership to confirm the paint was original. Looking ahead, Morgese expects continued growth.
“Over the next decade, I’ll enjoy seeing the business grow bigger and bigger and achieving more and more certifications,” he says. For those considering a career in collision repair, his advice depends on the workplace.
“At a shop like ours, with our working conditions — yes,” he says. “One like the place I started in — never. The field is now so much more of an art than a trade. At the right business, you can build a great career.”
“I JUST TREAT MY EMPLOYEES WITH LOTS OF RESPECT. THE MOST IMPORTANT THING IS TO LISTEN AND MAKE THEM ENJOY WORKING WITH US.” — TONY MORGESE
