Today we’d like to introduce you to Roger and Randy Salter.
Thanks for sharing your story with us Roger and Randy. So, let’s start at the beginning and we can move on from there.
Roger: I’m originally from New Zealand where I worked as a Civil Engineer then relocated to California in 1983. I got my start in the auto service industry as an Advisor, then moved up into Service Manager positions. Some of my extensive knowledge of Mini Coopers came from having raced one in Canada for 3 years with my brother, an automotive shop owner in Toronto, and working for Mini/BMW Dealerships in Southern California where they have the largest population of Mini Coopers in the country. When BMW announced that they would reproduce a new generation of Minis in 2002, the writing was on the wall that a need for good independent repair shops was imminent.
Randy: I’m from New York City and have been in Los Angeles since 1989. I sold high tech to major accounts (software, hardware, mobile data apps) for over 27 years. I have a degree in Fine Art and trained in computer graphics and graphic design.
With Roger’s vision on how to set up operations, Randy’s knowledge of website creation and internet marketing, and a small cash investment, the first location of Import MotorWorx (formerly known as MiniWorx) was started in the South Bay in 2010.
Our original concept was to specialize in repairing Mini Coopers only. Mini Cooper owners are not the typical vehicle owner. They tend to be enthusiasts who love their cars like family and treat them as such. We wanted to provide a place where Mini owners could feel at home. We decorated the shop with British decor including union jacks and British phone booths and offered unmatched expertise in what could go wrong with Minis and how to fix them. We soon came to learn that many Mini Cooper families also owned BMW’s as they are made by the same company, so we expanded our service to include BMW’s. Demand for our specialized services grew and we opened a second location in 2014 to better serve the Westside of Los Angeles.
Over the last few years, demand has continued to grow for specialized services for European vehicles. With our ongoing investment in the latest technology and highly trained technicians we have once again expanded to meet the needs of owners of other European models including Mercedes, Audi, Volkswagen, Range Rover, Porsche and Volvo.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
European automobiles have evolved into highly technological machines, made up of multiple computerized modules that need to be finely tuned. The days of simply turning a wrench to repair these vehicles have past. Our technicians need the latest tools and training to keep up with the changes and we are always challenged to find additional ways to increase our knowledge base.
In order to reach a large part of our target audience which includes millennials, we need to be everywhere on social media. It takes significant effort to maintain our brand across multiple channels but we strive to communicate with our prospects and customers in ways that meet their wants and needs.
Please tell us about Import MotorWorx.
Import MotorWorx has a team of specialists that are dedicated to your vehicle’s optimal performance. Our quality maintenance and repairs are here to keep your vehicle in the best condition possible. We’re the local European import service experts that you can trust. Your MINI, BMW or Mercedes should NOT be treated like every other vehicle in a general repair shop. It deserves the specialized service attention from the Import MotorWorx experts.
At our facility, you’re more than just a number, you’re a fellow MINI, BMW, and Mercedes enthusiast. And we’ll treat you like family. Our customers already know that we stay abreast of all the latest technologies and advanced service equipment. We’re on the same level as, if not higher than, the dealerships. Watch your vehicle being serviced from our comfortable lounge. Have a cup of coffee while you surf the web with free Wi-Fi or watch the latest news on our HDTV. Our services include: – All regular maintenance services – All electrical and mechanical repairs – CVT transmission repairs/rebuilding – Dent removal, wheel and bumper repair and more.
If you had to go back in time and start over, would you have done anything differently?
Probably not much except done it earlier in life…
Contact Info:
- Address: Import MotorWorx South Bay: 4623 Artesia Blvd., Lawndale CA 90260
Import MotorWorx West LA: 5879 Washington Blvd., Culver City CA 90232 - Website: www.importmotorworx.com
- Phone: South Bay: 310-370-2299 West LA: 310-820-8822
- Email: [email protected]
- Instagram: https://www.instagram.com/importmotorworx/?hl=en
- Facebook: South Bay: https://www.facebook.com/ImportMotorWorxSouthBay/
West LA: https://www.facebook.com/ImportMotorWorxWestLA/ - Twitter: @importmotorworx
- Yelp: South Bay: https://www.yelp.com/biz/import-motorworx-lawndale
West LA: https://www.yelp.com/biz/import-motorworx-culver-city-2 - Other: Youtube: https://www.youtube.com/channel/UCalWrMkPhhiDDXximkQX8DA
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