CCS University hosted an OE certification industry panel on April 28, bringing together OEM program representatives and industry stakeholders to examine the growing role of certifications in collision repair.
The virtual session, held via Zoom, continued a discussion first introduced at the organization’s Fall Conference, with a focus on how OE certifications are shaping shop performance, credibility and long-term growth.
“If you don’t get into the game now, how behind will you be in 5 or 10 years?” said Jen Jones, manager at OEC Canada.
Moderated by Ryan Taylor of Body Shop Booster and Sandy Liguori of Woodchester Collision and CCS, the panel featured representatives from Toyota Canada, Mitchell International, OEC Canada and Dekra. The discussion explored practical applications of certification programs, including how shops can leverage them to build customer trust and improve repair quality.
“Training is a large chunk of every program. Training is the biggest challenge — the sooner you get started, working on chipping away at it, the easier it will be in the future,” said Gabriel Morley, associate vice-president at Dekra North America.
Panelists also addressed return on investment and shared real-world examples of how certification pathways can influence referrals and business development — particularly for smaller operators navigating increasing vehicle complexity and OEM requirements.
“You have to take on the responsibility of knowing your market, what you want to repair and work on and what makes best sense for the shop,” said Tim Burr, lead OE enrollment coach/solution specialist at Mitchell International.
“You need to look in your marketplace. If you’re in an area that has a lot of Japanese manufactured vehicles, it makes the most sense to get those certifications. You need to know who your clientele is to get the best ROI,” said Liguori.
The session took place at a time when advanced vehicle technologies, including ADAS and electrification, are placing greater emphasis on proper repair procedures and manufacturer alignment. As a result, certification programs are increasingly viewed as a competitive differentiator across the industry.
“Insurers are getting more and more involved. Several insurers are beginning to use a tiered referral for certifications. It’s no longer just a nice plaque or checking off a box, it’s becoming industry standard,” said Jones.
Attendees had the opportunity to gain insight into where certifications fit within evolving shop operations and how to assess their value moving forward.
