Today we’d like to introduce you to Joe Clarke.
Hi Joe, thanks for joining us today. We’d love for you to start by introducing yourself.
I’ve always been into taking things apart and putting them back together since I was able to walk my parents tell me. I’ve been into cars since I can remember at a very young age. Then as I grew older, even in pre-high school, I just always knew I was going to repair vehicles. I never really wanted to pursue anything as far as going to college, getting that usual 4-year degree, etc. I just had zero interest in any of it.
The day-to-day in high school just really bored me. Starting sophomore year in high school, I was able to enter the Automotive program under the teacher John W. Stephens. Mr. Stephens was a very positive figure in my life. Especially in High School where I wanted to do anything to not be there. He is a huge reason for who I am today.
His words of wisdom still resonate in my head. I miss him. I missed being able to tell him “Thank You”. He passed away in April 2021. I then moved on to a tech school after taking a year off between high school and a technical school. Mr. Stephens talked me into it. During my time in High school, I worked at a couple of those corner gas stations and repair shop facilities. Remember those??
I learned a lot about basic repairs in the real world and dealing with customers. I then moved on to work at Northcoast Auto Restoration (formerly Northcoast Mustang) with Steve Frangos. I learned a lot about restoration, bodywork, electrical, etc. He taught me how to look at a car and identify paint issues, and cars that have been wrecked before or have had work done.
To this day I always spot stuff and can tell if work has been done, or not, because of Steve, when nobody else can see it. I appreciated my time there. I still love old Mustangs, I have one. The red one in the pictures is a rolling shot of me driving on a country road that a friend took a picture of. During my time at Northcoast Mustang, I was in Trade school and then I went to BMW Technical school. From there I started my career with BMW in Cleveland, Ohio.
I worked there for many years. It was during that time I wanted more out of myself and knew I would eventually start my shop. I wanted to try different brands at other dealerships to get more experience with other makes. I went on to Ford for a few years to see what was their process. After that, I decided to go back to BMW for some more time for more training and further my education with them to learn some new technologies. I had another friend who started a German vehicle repair shop and he hired me as a tech.
It was a good experience in the fact that I got to experience how someone starts up and runs their facility. You get to see firsthand through someone else what to do, and what not to do. I then went on to two more European independently owned shops. In between the two European shops I worked for Hyundai for a short period to get some training on their vehicles and have hands-on experience with Genesis. I found they are very forgiving to work on. I like the latest Genesis Line.
The real trooper through all of this is my wife Heather. I have a lot of crazy ideas and she helps me to realize them, reasonably (laughing). She is the love of my life and my best friend. We sold our home and moved closer to where I knew I wanted to have a shop. We bought a house close to where the shop is now so we didn’t have to commute much, and just overall be easy on us. They were smart decisions. We are both closer to our jobs and closer to family, another bonus.
While at my last independent Euro shop, I was able to have many conversations on the phone with another shop owner Boruch Taub. He helped me navigate a lot of obstacles personally, and directly relating to opening my own business. I don’t know if he will ever know how much those conversations meant to me. Boruch helped clarify the process in a way that made it easier for me. I consider him a good friend.
I found my location through word of mouth. It’s a smaller shop than I wanted in general but is enough to do and get where we need to be. It is very manageable financially and physically. It is perfect for my first start-up repair facility. It took A LOT of work to get it to be presentable to the clients I want to attract. I and my wife Heather spent many hours cleaning here! They seem to like it!
At the time of this interview, we are only almost 3 months in. So far, it’s a success! We specialize in BMW, Mercedes, Audi, Volkswagen, and Genesis maintenance and repairs. We also service most other makes. We want to stay small and be able to focus on every detail of servicing the vehicles we get. We want repairs done right. I’m still in shock I did this.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back would you say it’s been easy or smooth in retrospect?
It has not been a smooth road. Sometimes I wonder, what the heck am I doing?? I had a very good paying job, yet was unhappy. I didn’t agree with how things were being run at my last job. Personalities clashed. We did this all by ourselves. Currently, we do everything ourselves. I answer phones, diagnose, repair, and perform maintenance on all vehicles.
My wife Heather answers phones and does accounting. It is a lot of work. Sometimes can be here for long hours. Then there are supply shortages, shipping issues, etc. I had a piece of equipment a couple of days before opening get dropped off of a truck and was destroyed. I waited 3 months for it. I had to wait another 4 weeks after opening to get the machine to be able to do tires. It was a nightmare. I probably lost a few jobs because of that.
I’m holding off on hiring anyone else right now to see where this economy heads. It can be stressful on the day-to-day, yet nice not to have to worry about paying a salary to another employee during these uncertain times. Other than those issues, it has been rewarding.
Alright, so let’s switch gears a bit and talk business. What should we know?
The company is called Import Automotive Repair. We diagnose, repair, and perform maintenance on most vehicles. Vehicles we specialize in are Mercedes, BMW, Audi, Volkswagen, and Genesis vehicles. We will service most other brands, but that is what I specialize in. I also have very good diagnostic equipment and no touch wheel/tire machines for those expensive wheels that we do tires on.
We are not looking to be the bargain basement repair shop. I have many years of experience, 27 years coming in 2023. We want people to know that what you get with us is experienced professionals with the know-how and attention to detail on how to maintain your vehicle for many years to come. We are less expensive than going to the dealership, but being a small repair shop kind of naturally cuts costs.
We are very proud to let people know that all of our fluids and parts are top-tier. That means we only use the best oils, fluids, and parts. If it doesn’t come directly from the vehicle manufacturer, it comes from the companies that made the parts or fluids for them. We pride ourselves on that. We have the experience to diagnose some of the toughest issues where other shops just can not.
Is there anything else you’d like to share with our readers?
I want to thank some other awesome people in my life who helped me mentally and physically with the shop process that I’ve been wanting to do for many years. My Mom and Dad (Tom and Darlene Clarke) helped clean the shop in my most time of need. My wife’s parents Nancy and Alex Jamieson whom have stood by our side through many decisions. Leamon Crawford, a wonderful friend helped me move my tools and set up shop, and our long conversations about it all. Jon Passow, known him for 30+ years, and a very good friend, also helped me move my tools and set up shop, and have many long conversations to help get over the worries of it all. Nate Williams, a good friend and awesome electrician, helped get the shop squared away with some electrical repairs and lights installed, and also did some work on the new house!!
My neighbor and new friend Walter Haggard for helping me many nights with my mental roadblocks, and just being there as a friend. Doug and Bonnie, thank you for being there for so many years and sticking by our side. Jesse and Ashley Doerger for being our good friends for many years and helping our family, we love you.
Chad Verhoff, whom has also taken the time for many conversations over the years, thank you for your guidance, good friend. Lara Pilny, a very old friend, and set up all my social media and website!! Greg Battaglia for getting our insurance all sorted out!!
Contact Info:
- Website: ClEimportauto.com
- Instagram: @import_automotive_repair
- Facebook: https://www.facebook.com/profile.php?id=100083676140833
