July 4, 2022

Whereas CEO of a significant regional auto-repair chain in Tucson, Jeff Artzi grew to become satisfied there needed to be a greater strategy to serve clients than the normal auto-shop expertise.

In 2014, Artzi launched his auto restore firm, Oro Valley-based OOROO Auto, round offering a greater office tradition and utilizing expertise to supply a extra environment friendly buyer expertise.

At the moment, the corporate has three Tucson-area retailers which were providing cell restore service for a number of years and not too long ago launched a subscription-based upkeep program, with plans to broaden its footprint regionally.

Artzi mentioned his firm’s “high-tech, high-touch” strategy has the potential to essentially change an auto-repair {industry} that has in lots of circumstances failed to reply to the wants of shoppers and workers alike.

He described the time-honored dance automotive house owners undergo to get their automobiles fastened: reserving an appointment, driving to the store, getting a analysis and invoice estimate and both ready for repairs or arranging rides house and again.

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“That is an {industry} that’s not identified for its tradition, inside tradition, and it’s not identified for its buyer experiences, as you properly know should you personal a automotive,” mentioned Artzi, who served as CEO of the Tucson-based auto-repair chain Brake Masters from 2008 to 2013. “It’s simply not enjoyable, and it isn’t enjoyable internally both. Folks usually aren’t handled properly in our {industry} — they’re employed shortly, they’re discarded shortly. And tradition is an afterthought.”

Dylan Mermuys, of OOROO Auto, left, talks with Veronica Schultz about her automotive at her house in Oro Valley. Pushed by expertise and, to some extent, the expansion of on-demand house companies usually associated to the pandemic, cell auto restore is beginning to take off nationally.

Artzi mentioned he began OOROO as a result of he didn’t really feel like he might make the disruptive sorts of modifications he had in thoughts at Brake Masters, which on the time had 90 places from Texas to California.

“That’s with no disrespect to the folks at Brake Masters — they’re nice guys,” mentioned Artzi, who holds an MBA from New York College’s Stern Faculty of Enterprise and studied for his CPA certification on the College of Arizona.

“However I wished to do one thing totally different, and the one means to do this is to construct a tradition from the bottom up.”

To type a base for his startup firm in 2014, Artzi purchased an current auto store in Oro Valley and named it OOROO — easy including an “o” earlier than and after “Oro” — as an eye catching title signifying the corporate was one thing new within the {industry}, he mentioned.

The corporate has since added retailers in Inexperienced Valley and in February, in Vail, and likewise presents cell service with a fleet of three service vans.

For its 25 workers, which embody auto techs with a long time of expertise, OOROO presents above-industry pay, well being advantages, paid day without work, a 401(okay) retirement plan with an organization match and weekends off.

Artzi’s spouse, Sara, handles all of the human sources and customer-service issues for OOROO as “Chief Really feel Good Officer.”

“We function within the auto care {industry} however take our cues from expertise corporations and hospitality on the intersection of excessive tech and excessive contact,” Artzi mentioned.

OOROO Auto’s consideration to firm tradition and customer support has helped it win two Higher Enterprise Bureau awards for ethics, two Tucson Metro Chamber Copper Cactus Awards — one for small-company Finest Place to Work in 2020 and an Innovation Award in 2018 — in addition to an Arizona Every day Star Reader’s Alternative Award and different accolades.

The corporate promotes a enjoyable and energetic office environment, and Artzi mentioned he took his preliminary cues from corporations like Southwest Airways.

Going cell

OOROO didn’t begin providing cell repairs till 2018 however it was all the time within the firm’s marketing strategy, Artzi mentioned.

“It’s a enterprise mannequin that we’ve been engaged on from day one and the cell element comes proper out of our mission assertion. It’s about experience, security, care and comfort. So in fact, we’re going to take our companies to the place folks work or reside.”


The concept of cell auto-repair service isn’t new — such companies have lengthy been provided primarily by impartial mechanics or small retailers — and restricted emergency companies corresponding to battery and tire repairs are commonplace.

However the main restore chains have largely been gradual to adapt to altering buyer wants, Artzi mentioned.

Now, pushed by expertise and, to some extent, the expansion of on-demand house companies usually associated to the pandemic, cell auto restore is beginning to take off nationally.

A number of well-funded startups, together with RepairSmith and YourMechanic.com, provide cell service primarily by offering a web-based platform to schedule service with native impartial mechanics and dealing with pricing and billing.

The worth of components alone utilized in cell auto repairs of automobiles and lightweight vehicles rose from $265 million to $487 million between 2016 and 2020 — rising greater than 20 occasions sooner than the worth of all components gross sales to auto retailers and cell techs mixed, in accordance with Lang Advertising and marketing, an Indiana-based market analysis agency that tracks the marketplace for aftermarket components used for a lot of frequent upkeep and restore jobs.

“Millennials, who because the generations change turn into the first shopping for drive within the aftermarket, are rather more inclined to make use of cell restore than for instance child boomers or Technology X,” mentioned Jim Lang, president of Lang Advertising and marketing, including that millennials are more likely to buy on-line usually.

“The pandemic helped as a result of folks didn’t wish to go to a service store and sit in a ready room,” Lang added. “A few of that has subsided, however extra importantly now with the rise in gasoline costs, there can be an uptick in cell restore amongst shoppers as a result of they don’t wish to drive to get an oil change carried out if that service could be carried out of their driveway.”

For normal OOROO buyer Bethany Fernandez-Pogue, it’s a matter of time and comfort.

“It’s so much simpler for me to earn a living from home, so I can work, they present up after which its a five-minute dialog the place I may give them the details about the automobile, then I can go about my day whereas they do what they should do,” mentioned Fernandez-Pogue, who works as an analyst for Southwest Gasoline and lives on the Northwest facet.

“No rides, no taking 30 to 45 minutes out of my day to drive over there,” she mentioned, noting that her mom referred her to OOROO after a having good experiences at its Oro Valley store.

Artzi acknowledges he has some well-funded, established competitors for cell companies, corresponding to RepairSmith, which got here out of an incubation program backed by Mercedes-Benz in 2018 and raised $42 million in venture-capital funding final 12 months.

YourMechanic Companies was based in 2012 out of Silicon Valley’s Y Combinator and has raised greater than $40 million from traders together with actor Ashton Kutcher.

Dylan Mermuys, of OOROO Auto, fills a tire with air on a buyer’s automotive at their house in Oro Valley.

However Artzi mentioned these corporations have had bother maintaining service and high quality, he mentioned, noting that RepairSmith not serves Tucson and each corporations have had combined opinions.

Subscribing to success?

In November, OOROO launched a service subscription program which permits clients to pay one month-to-month price per automobile — $19.95 per home automotive and $29.99 for European imports — and obtain a collection of ordinary auto care companies, together with as much as three oil modifications yearly, wiper blade and filter modifications and a ten% low cost on all different repairs.

The “Pleased Automobile Membership” additionally features a three-year or 36,000-mile guarantee on components OOROO installs, and enrollment within the firm’s 3%-back rewards program for purchases and referrals.

OOROO has labored with some main native employers, together with ADP and Geico, to permit entry for cell repairs of their worker tons, particularly in the course of the pandemic, Artzi mentioned, including that employers might doubtlessly subsidize subscriptions to the car-maintenance membership as an worker profit.

Trying forward, Artzi mentioned the corporate plans to broaden each its store and cell operations, with not less than yet one more store within the Tucson space and future enlargement into Phoenix and past.

However Artzi mentioned amid new providing and enlargement, the corporate will all the time preserve its customer-focused mission.

“The vital piece is, the factor we discuss in our huddles, is that we are able to always remember to concentrate on the automotive proper in entrance of us — we name them ‘human transport machines’ as a result of we don’t ever wish to overlook that there’s going to be a human being that’s going to be driving this automotive, with a automotive seat in a the backseat and partner beside them.”

Contact senior reporter David Wichner at [email protected] or 520-573-4181. On Twitter: @dwichner. On Fb: Fb.com/DailyStarBiz

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