Vendor Affinity Program Spotlight: Sentric ADAS
by Alana Quartuccio
Like the name suggests, Sentric ADAS truly is centered on OE calibrations. The 18-month old OE-centric company, with a national footprint spanning from as south as Fort Lauderdale, FL and San Antonio, TX to as northeast as Boston, MA, focuses on complying with nothing less than manufacturer specifications.
The company is a joint venture between two OEM-tier one equipment suppliers – Dealer Tire, a wholesale tire supplier to OEMs and Burke Porter, which supplies the calibration technology for OEMs and saw an opportunity to grow their equipment business outside of the OEM sphere to bring ADAS calibration equipment and services to the collision repair industry.
“One of the challenges for the collision industry is the way the cars develop,” comments David Ricketts, Boston market sales manager. “It’s not about replacing a windshield anymore. It’s about replacing a windshield and calibrating the camera, which may be controlling your automatic emergency braking, lane departure, lane keep assist, pedestrian collision avoidance and that kind of stuff. Realistically, prevention can be a matter of life and death for the driver, passengers or someone else on the road. It’s a huge liability for a body shop to have on their hands, so we sought to become a single-source partner for mobile and in-lab calibration.”
The company opened its first location in Indianapolis, IN and now has eight locations in the US with locations in Texas, Indiana, Tennessee, Florida, Michigan and Massachusetts.
Sentric ADAS has the means to provide calibration services at their all-purpose facility. “We have all the manufacturer camera targets, radar targets and all of the calibration equipment necessary to deliver accurate and precise results repeatedly, each and every time,” Ricketts promises. They can also send a mobile technician to the body shop equipped with the OEM scan tool for the specific manufacturer. They serve shops within a 30-minute distance from their Boston location as they strive to stick to a six-hour turnaround time between picking up a vehicle and delivering it.
“We want to be OE-centric. That was one of the reasons for the name,” confirms Ricketts about their commitment to doing no less than “providing an OE-equivalent calibration. When we are finished with a calibration, it is going to be the same specs as it was when it left the factory or as close as we can possibly make it. We won’t use an aftermarket rig; we use OE scan tools and the OEM service information to verify what and how it is to be done.”
Collision repair shops who work with Sentric ADAS can rest assured they will get all the documentation to support the work that was done. After the work is complete, the customer will receive an invoice that details and cross references the OE position statement, service bulletins and updates that were used to find the calibrations that had to be done based on the damage to the vehicle and the repairs that were undertaken. For example, suspension damage would require a vehicle alignment, and based on OE specifications, change in alignment will require calibrations to the camera and radars. Ricketts stressed, “When we quote something, it’s not a recommendation; it’s required by the OEM, so we will detail that in our invoice and also detail how we did it and what tool we used along with pictures to prove we did it. It’s not just an invoice. We include the justification and documentation for it. In the event an insurer wants to nitpick, we provide the OE documentation to support our argument for why that calibration was required. That tends to end those arguments pretty quickly.”
Sentric ADAS recently showed its support for AASP/MA by becoming a Bronze-level sponsor in the Alliance’s Vendor Affinity Program. Ricketts believes it’s important for the company to surround itself with those who take the industry seriously, like the members of AASP/MA.
“The members of AASP/MA understand the importance of doing the job right. Those are the people we are excited to do business with.”
The collision repair industry is at a crossroads, according to Ricketts, who notes that repair business has slowed down somewhat and it is likely that the industry is starting to see the early impact of ADAS’ implementation across models.. Meanwhile, the insurance industry claims that ADAS is quite like the “wild wild west” because there are no regulations on how or when calibrations are done. “Businesses have bills to pay, and they’ve got to get the next car in and that car out. There’s pressure to get it done as cheaply as possible from insurers, and we know that these systems can and will save someone’s life if they’re operating to spec, so we’re trying to make the industry safer one car at a time and thereby the roads safer, one car at a time.”
Want more? Check out the July 2025 issue of New England Automotive Report!