The Top 5 Factors OEMs Consider When Choosing Certified Crash Repairers
In today’s highly competitive automotive landscape, Original Equipment Manufacturers (OEMs) understand that their brand reputation extends well beyond the showroom. Post-collision repair is a critical touchpoint that directly influences customer satisfaction, safety outcomes, and brand loyalty. That’s why OEMs are highly selective when certifying crash repairers as part of their official networks.
For U.S. collision repair centres aiming to earn or maintain OEM certification, it’s essential to understand the decision-making process from the OEM’s perspective. Here are the top five factors that OEMs consistently consider when evaluating certified crash repair partners:
1. Compliance with OEM Repair Standards
At the heart of any certification program is the expectation that repairers will follow OEM-specified procedures and guidelines to the letter. This includes the use of approved repair methods, specialised equipment, systems and processes, technical training, and original parts. OEMs want to ensure that any vehicle leaving a certified facility is restored to pre-collision safety and performance standards, with no shortcuts. Ensuring the whole network meets these exacting standards establishes competitive differentiation – predictable high quality and excellent customer experience.
Key takeaway for repairers: Demonstrating rigorous adherence to OEM procedures, including up-to-date technician training and process documentation, is non-negotiable. Adherence goes beyond any once-a-year on-site audit. It extends to 365 days a year - a quality culture.
2. Investment in Specialised Tools, Technology and People
Modern vehicles are complex, with advanced driver-assistance systems (ADAS), lightweight materials, and intricate electronics. OEMs seek out repairers who have made significant investments in the specialised diagnostic tools, frame machines, and welding systems required to handle brand-specific repairs. Adopting the approved Bodyshop Management System or Customer Relationship Management system and having automated connections with the OEM is often mandatory. Demonstrating commitment to continuous development in people - technical skills, knowledge, and capabilities - and commercial acumen in running a successful business also impresses OEMs. It’s easier to be certified if you already manage a successful operation.
Key takeaway for repairers: Showcasing your facility’s capability to repair the OEM’s branded vehicles, being technologically ready, and having competency-proven people all contribute to fulfilling OEM expectations. They also position you as a forward-thinking partner committed to repair quality and customers.
3. Consistency in Repair Quality and Outcomes
OEMs are not only certifying shops, they’re also certifying experiences. They expect consistent, high-quality repairs that reflect their brand promise across the entire network. Documented quality control processes, internal audits, and performance metrics are highly valued. Demonstrating this over time through trend analysis, gap analysis, benchmarking and proactive non-conformance rectification is more impressive than promising to do so after becoming certified.
Key takeaway for repairers: Implementing robust quality assurance systems and tracking key performance indicators will help demonstrate your commitment to excellence at every stage of the repair process. Demonstrating is better than promising.
4. Customer Experience and Communication
OEMs care deeply about the customer journey. After all, the post-accident experience can heavily influence long-term customer perceptions of the brand. Repair facilities that deliver clear, empathetic communication, transparent timelines and pricing, measure customer experience, resolve customer issues quickly and satisfactorily, and seek ways to improve the branded customer experience often rise to the top of the OEM network.
Key takeaway for repairers: Treat every customer as a brand ambassador. From repair estimating to customer handover, your ability to offer a seamless and reassuring experience is a critical differentiator. Many OEMS focus on trending appropriate KPIs like estimate conversation rates, average key-to-key times, post-rectification work, customer complaints, and Net Promoter Score.
5. Compliance Visibility and Reporting Capabilities
OEMs increasingly rely on data to manage and enhance their certified networks. They favour repairers who can provide real-time visibility into compliance with standards, training certifications, adherence to best practice working procedures and processes, repair outcomes, and key operational metrics. This is where digital tools play a pivotal role, especially in terms of proactiveness, speed, intuition, and insightfulness.
Key takeaway for repairers: Invest in systems/tools that allow you to track, report, and communicate compliance and performance metrics efficiently. The ability to demonstrate your alignment with OEM expectations in real time can be the deciding factor in certification decisions. Being on the front foot is a no-regret decision for most repairers.
Final Thoughts
As OEMs prioritise safety, quality, and brand consistency, the bar for certified crash repair networks will only rise. For repairers, this represents both a challenge and an opportunity: those who invest in compliance, technology, and customer service will secure certifications and earn the trust of OEMs and vehicle owners alike. However, acquiring and retaining OEM Certified Repair Network membership requires a business case appraisal. At its heart will be an honest appraisal of initial and ongoing investment relative to the gross margin earned from OEM work direction.
By aligning your shop’s operations with these five key factors, you’re not just checking boxes but becoming a vital extension of the OEM’s brand promise. And in today’s market, that’s the kind of partnership OEMs seek.
Power Your Certification Journey with MONITRR
MONITRR is the purpose-built SaaS platform designed to help OEMs and Certified Crash Repair Networks stay in sync. From real-time compliance tracking, excellence benchmarking, KPI analysis, and Net Promoter Score, MONITRR empowers repairers to showcase their readiness, reduce network risk, and exceed OEM expectations.
If you're ready to stand out, stay certified, and strengthen your OEM relationships, reach out to see how MONITRR can support you.