Nathan Simmons, co-owner of C and C Collision in Pasadena, Calif., may not have the advertising budget of a big insurance company, but his message has a captive audience every time he goes for a drive.
Simmons recently customized his white pick-up truck with the attention-grabbing question, “Got steered?” in large letters on the truck’s rear window. On the tailgate below, the truck says, “Did your insurance company tell you that you could only go to their shop? What a LIE! Follow me to: CandCCollision.com.”
Simmons says his mission is to educate consumers about steering any way he can and to let insurers know he’s not going to ignore the problem.
“I figure I’m in a comfortable position of power. I have no DRPs – I have nothing to lose other than for steering against my shop to get worse, and I’m prepared for that,” Simmons said. “My attitude is to bring it on. I want [the message] to upset insurance companies. I want there to be controversy – it will bring more attention to the problem.”
Simmons, 30, who has co-owned C and C for 10 years, said he only recently customized his truck, but it’s already elicited response.
“The adjusters who come in here love it,” he said.
And he wasn’t joking. One adjuster was so impressed with the truck that he took a photo of it to show his boss and other shop owners. No word on how the adjuster’s boss responded, but Simmons says several shop owners have called him to applaud his efforts.
Aside from taking a jab at insurers, Simmons says the truck can spark a dialogue with customers, who likely have never heard the word “steering” used in reference to insurance companies.
“I’m always preaching about this stuff to people who come into the shop, so it’s just another weapon in my arsenal,” he said.
Simmons – a Collision Repair Association of California (CRA) board member and Glendale-Foothill chapter president for the California Autobody Assocation (CAA) – also keeps a stack of fliers on his waiting room counter listing the worst-ranked insurance companies. He says his work pays off when repeat customers visit and tell him that they, not their insurers, chose the shop.
Now, with his mobile message, Simmons has the chance to educate customers before they even step foot in C and C Collision.
“I’m just trying to educate customers – as many as I can at a time,” he said. “It’s there to promote my business and also helps raise some awareness about steering. It’s a win-win.”
For more information, visit www.candccollision.com.
