Morris Automotive - Increase in diagnostic work helps Morris Automotive attain double-digit growth

Oct 2, 2026

Uploaded by dbqoiu

An interview with Dave Morris, owner of Morris Automotive since 1987, describes how a substantial rise in diagnostic work has driven close to 15% growth over the past two years. The shop positions itself as an AAA Approved Auto Repair center, performs frequent inspections, and recommends OE or better parts. Diagnostics rely on time-efficient processes, a trained ASE-certified team, and a broad scan-tool lineup including Snap-on, Autel, GM Tech, and other systems. The article emphasizes accurate information, costs of tool updates, support, and basic diagnostic reasoning beyond scan tools, supported by networks like ASCCA and tools such as iATN/Identifix.

LanguageEnglish

CategoryHealthcare

FormatPDF

Pages1

Reading Time3 min

AccessFree to download

Increase in diagnostic work drives growth

Inspection and preventive maintenance approach

Training, parts sourcing, and team efficiency

Scan tools and update/support cost considerations

Diagnostic strategy beyond scan tools

Staffing, facilities, and local factors

Memberships, networking, and customer education

The Monthly Publication to Automotive Parts & Service Specialists Automotive Counseling and Publishing Co. Inc. 899 Logan St. , Suite 311 • Denver, CO 80203 800-530-8557 • 303-765-4664 [www.partsandpeople.com](www.partsandpeople.com) APRIL 2016 Increase in diagnostic work helps Morris Automotive attain double-digit growth by Dick DeLoach Santa Monica, Calif.—Dave Morris, owner of Morris Automotive, which he opened in 1987, said his business has grown close to 15 percent in the past two years, thanks in part to a considerable increase in diagnostic work. “We have positioned ourselves as a dealeralternative shop and we are an AAAApproved Auto Repair (AAR) shop, so we inspect our customers’vehicles at least two or three times a year,” he said.“A courtesy inspection normally reveals any preventive maintenance that needs to be done.” Reprinted from Parts & People, Southern California Edition, April 2016 Scheduled and preventive maintenance has always Morris Automotive is an ACDelco Professional Service Center so technicians receive training at the ACDelco Training Center, plus classes from Denso, Motorcraft, Dorman, Standard Motor Products, and NAPA. “We always recommend OE or better parts, which we buy from Santa Monica Ford, Santa Monica Lexus, and Martin Cadillac,” Morris said.“We also buy a lot of parts from WORLDPAC, Warren Distributing, O’Reilly, Undercar Plus, Completes Plus, AutoZone, JEGS, Summit Racing, and Engler Brothers.” In addition to an increase in diagnostic work, Morris attributes the shop’s business growth toa combination of time management, efficiency, and having a crew that works together as a team. done well for the shop, Morris said.“But I would say that 35 to 45 percent of our work now is diagnostics, including a lot of check engine light problems, which we charge to diagnose.” If customers want to know why the shop charges a diagnostic fee, Morris said he educates them mostly on the cost of doing business, including tools, Having easy access to accurate information when performing diagnostics is critical and timeconsuming, which is important to remember when considering a scan tool purchase, Morris said. “We also give the customer written information to show them the research we did on their car, including any recalls, technical service bulletins, and possible training, and paying techs. “If they want to see more, we refer them to our website where they can view videos that explain everything in detail,” he said. Morris, anASE master technician with L1 certification, who attended Santa Monica College’s automotive program and air bag defects,” he said. Because his shop focuses on Asian imports and American cars, Morris said he has limited need for European diagnostic tools. “We can diagnose most problems in-house, but of course there are times when we have to refer a vehicle to a dealer, mostly for programming issues like graduated from Automotive Training Institute (ATI), has invested in a variety of scan tools to perform diagnostics. “We have a Snap-on Solus Pro and Vantage Pro, a Vertronix Mastertech, a Mastertech MTS 5100 VCI, a GM Tech 2, and a wireless Autel Maxisys, which I love because I can stand outside the vehicle and run the diagnostics.” Morris said when buying new tools or equipment, he asks other shop owners what’s worked for them. “We are members of ASCCA, which has a forum called TeamTalk where we can ask questions and get feedback on any topic,” he said.“One thing to remember when buying any tool–especially a diagnostic tool–is to ask about the cost of updates and support.” ECM and keys,” he said.“And we are getting more serious about learning computer programming and key programming.” Diagnostics isn’t only about scan tools, Morris said.“We also use old-school strategies. We ask detailed questions about the symptom so we can focus on the complaint. We also use iATN and Identifix. We used Mitchell for many years but with rece

FAQs

What has contributed most to Morris Automotive’s growth?

A considerable increase in diagnostic work, supported by time management, efficiency, and a coordinated team.

How does the shop explain and justify diagnostic fees to customers?

Dave Morris educates customers about the cost of doing business, including tools and paid training for technicians.

What scan tools does Morris Automotive use for diagnostics?

The shop uses tools such as a Snap-on Solus Pro and Vantage Pro, Vertronix Mastertech, GM Tech 2, and a wireless Autel Maxisys, among others.

Oct 2, 2026

Uploaded by dbqoiu