Reliable Automotive Equipment Presents: Meet Ken Park, Volvo Cars USA
ABOUT THE PROGRAM
# of Volvo Certified Collision Center locations: 285 (Continental US & Hawaii)
Ratio of independent to retailer-owned locations: 71% independent, 29% retailer-owned
Certified Collision Repair Q&A With: Ken Park, Volvo Cars USA
Dave Gruskos: What mandatory tools, equipment or facility parameters must a shop adhere to in order to be part of the program?
Kenneth Park: The tooling and equipment requirements for centers to participate in the program is quite long. High level centers are required to have the approved spray booths, welders and frame machines, as well as various other hand tools.
DG: Are there any new program requirements of initiatives you would like to share with our readers?
KP: We recently upgraded our welder requirements from 12,000 amps to 13,500 amps to ensure proper marrying on heavily structural repairs in certain areas of our vehicles.
DG: How does Volvo support shops as they navigate the investment in tools, equipment or facility upgrades to maintain certification and repair to OEM standards? Does Volvo have preferred vendors for purchasing required equipment and tools, and do these vendors offer support to the shops?
KP: We essentially do not require specific tools from specific vendors. We do have a list of approved/required tools such as benches, welders, spray booths, refrigerant machines, etc., that do comply with our requirements. However, most required tooling can be purchased from a vendor of the center’s choice. We find that vendors supplying these tools to locations offer support when necessary and we’re always happy to assist any of our Volvo Certified Centers when they’re looking to make a purchase.
DG: What role do certified shops play in communicating Volvo’s standards of quality and adherence to OEM repairs to consumers? What is Volvo doing to help these shops stand out to consumers in an increasingly competitive market?
KP: We believe that clear communication and continuous education are essential to promoting the core values of the Volvo Certified Collision Program. This program is built on the principle of prioritizing occupant & pedestrian safety, both before and after a collision. We emphasize this commitment across our network, empowering our certified locations to share that same message with Volvo drivers.
Additionally, we engage with customers through multiple channels to raise awareness about the importance of high-quality collision repairs and the potential risks associated with improper procedures. Repair requirements can vary not only between vehicle makes but also between individual models. Factors such as structural design, advanced technology, and the materials used in manufacturing may necessitate specific techniques, tools, and training for proper repairs.
DG: How does Volvo help shops adapt to the constantly increasing complexity of vehicle technologies, like ADAS or EV repair?
KP: We require our repair centers to maintain up-to-date training through I-CAR and to actively use our proprietary software, VIDA. This is the same diagnostic and repair platform utilized by our retailers, ensuring consistency and accuracy across all service points. By using VIDA, our centers gain deeper familiarity with our vehicles, repair procedures, and all associated parts, enabling precise and efficient repairs.
DG: What unique challenges and/or opportunities do you see for certified shops who specialize in repair of Volvo EVs?
KP: The electric vehicle (EV) market has seen steady growth, and in many regions, it’s now common to see EVs on the road alongside traditional internal combustion engine (ICE) vehicles. This shift presents a significant opportunity for collision centers to expand both their service capabilities and technical expertise.
However, EVs differ significantly from ICE vehicles and often require additional training, specialized tools, and a higher level of investment to ensure repairs are performed safely and correctly. These added requirements may discourage some centers from pursuing EV repairs, particularly in areas where EV adoption or charging infrastructure is still limited.
That said, in markets with a high EV car parc, the opportunity is substantial. EV owners typically seek out repair facilities that are both experienced and certified by the manufacturer. By specializing in EV repairs and obtaining the proper certifications, a center can position itself as the go-to destination for EV repairs, potentially receiving referrals from other shops that focus solely on ICE vehicles.
In Q3 of 2024, we launched the EV Tier of our certification program. This new tier includes five days of hands-on training with our vehicles, prerequisite coursework, and a suite of EV-specific tools, in addition to those already required by our Certified Collision Program.
This initiative not only ensures the highest standards of safety and quality in EV repairs but also gives customers the confidence that their vehicles are being serviced by trained and certified professionals. Only collision centers that are already Certified are eligible to pursue EV Certification.
This Q&A was brought to you by Reliable Automotive Equipment. For over 30 years, RAE has been the premier supplier of OEM-approved collision repair solutions built for precision and performance. To learn how we can support you in your certified collision repair journey, visit raeservice.com or call 800-328-7855.