Gifford Auto Body Collision Repair: “Not Just Vettes,” Manville

by Kaitlyn Gavidia

Gifford Auto Body (Manville) is so much more than “just Vettes,” as their slogan notes. In the words of Kelly Bauer, owner and estimator of this family-owned shop, “We’re a small shop that can get everything done; you name it, we got it!” She is the second generation to run this longtime family-owned shop and continues to keep the business moving forward.

Growing up three blocks away from two family businesses, Bauer spent her childhood at both the auto body shop and an auto parts store. She was either learning the ropes of the auto body trade from her father or was found helping her mother, Tracy Bauer, pull parts at her maternal grandparents’ auto parts store, PDQ Auto supply of Manville. Both businesses were in the same building but on opposite sides of the block. Her father, Daniel Bauer III, bought his business from his previous employer in 1978 at the age of 23, and since then, it has remained with the family. It wasn’t until 2010 that she really got involved with the business. Her father taught her everything from estimating to running the office, allowing her to absorb every aspect of the operation. 

“There were guys trying to run the office and the shop, and it just didn’t make sense,” Bauer recalls. Eventually, “I kicked my dad’s butt out of the office and ran it while he taught me estimating, how to do parts orders and all that.”

Since then, she’s been the estimator at the shop and has never looked back. Under her father’s guidance, Bauer built the tenacious spirit to “keep expanding and growing the business as much as we can.” In 2020, her father unfortunately passed away, leaving her with the difficult decision of what was to become of Gifford Auto Body. Having no intention of closing it down, she continued her father’s legacy, officially assuming ownership in February 2021.

Along with the shop, her role has evolved, transforming to a formidable force driving the legacy forward. Upon taking over, she has implemented significant changes from expanding the team to investing in new equipment. Walls have been knocked down both figuratively and literally, as Bauer has spearheaded efforts toward growth and excellence. Last year, the shop became Acura and Honda certified as well as attaining an I-CAR Gold Class recognition. 

“Years ago, everybody thought that my dad would only take Corvettes,” Kelly explains, highlighting the misconceptions that once steered customers away due to signage that indicated the shop repaired and restored Corvettes and other high-end vehicles. To counteract these misconstrued notions, the iconic slogan “Collision Repair, Not Just Vettes” was added to the logo to “let everyone know that we do so much more!” 

As a business owner, Bauer emphasizes the importance of being upfront and understanding with any customer who walks through the door. “Making our customers happy and doing whatever we need to do to get the job done right and catered to everyone’s liking is what’s important. We always understand the situations people are going through and what their life is able to take on at that moment in time. We work with everyone as best we can.

“I try to be very transparent and make sure that I can estimate but maybe even overestimate what I think that the repair may potentially need, even if I can’t see it right then and there,” she adds. “I know what’s behind it. I get satisfaction knowing I can be beneficial to somebody in a predicament, and I can try and help them move forward to see the light at the end of it.”

As a woman in the industry, Bauer loves “that people are excited when they see a woman walk out there to write the estimate. People look for the man in the room and expect them to be coming outside to write the estimate, and then it’s me coming out from behind the desk. I get on the ground under the car, and people are typically in shock that I know this. It’s something that I grew up in, that I love and know I can do well to make sure that the customer’s car is getting repaired properly and is being looked over the best that it can, so I can give them the best estimate from the start.”

In taking over the business in 2021, a challenge presented itself in keeping the shop the way Bauer had remembered it being under her father’s ownership. “I was very fortunate to find a group of people who were going to keep the business going as I had known it and also help to improve it because I didn’t know anything other than this body shop. This is the only place I’ve ever been.” The key to running a business is having a great flow and obtaining the right people for the office and shop was critical. “Not only do we have a great set of guys in the shop but also in the office.” Bauer is teamed up with Cathy Lopez, her assistant, parts organizer, job scheduler and more. “You name it, she tackles it. She is the glue that holds us together, an essential part of the team.” 

Known as “the most integral part of the shop,” Ricardo Ludena is the shop manager who can do it all! Ludena has been with Bauer ever since she started as owner, and she feels she was “fortunate to find Ricardo. He has been with me here throughout the entire time. He’s our frame guy, painter and shop manager, plus he does fiberglass….he can do anything and everything! Ricardo was able to create his team out in the shop as well, which consists of guys who have been in the industry for years on end as well as young techs hungry to learn the ins and outs of the industry.”

Bauer highlights Ludena’s accomplishment in receiving first place in the painting competition at the Second Annual Bodywork Bowl at this year’s NORTHEAST® Automotive Services Show. It was a proud moment for Gifford Auto Body, especially as returning competitors. Last year, Bauer took third place in the estimating competition.

It was actually at this year’s NORTHEAST that Bauer was encouraged to join AASP/NJ. Her father’s business had been a member at one point, but they fell off over the years due to his medical issues, and other time constraints kept them from rejoining. Bauer never objected to signing up, so when another shop owner encouraged her to join, she decided to take advantage of the opportunity. “Everything all sort of fell into place at that point in time,” she shares.

As a member, Bauer anticipates the opportunity to gain insights from fellow collision professionals. She values the chance to connect with individuals who have “gone through this,” either with the support of the association or through their own efforts. These conversations and advice serve as a valuable asset to Bauer in continuing to propel the family business to new heights. 

Navigating the industry hasn’t been without its share of hurdles. She notes the challenges posed by insurance companies as one example. “They often steer jobs away from smaller shops like ours. It’s hard to get as much work in the door unless you’re well known because of your reputation, repeat customers and referrals, which fortunately we are, since insurance companies are just guiding everybody to their shops to get it all done. Only thing bad about that is they make it seem like if you go to a different shop that is not associated with them, then they’re not going to get the job done right or there’s not going to be as many benefits.”

Amidst the trials and tribulations, Bauer finds satisfaction in the industry she loves. “I grew up in the industry, and I hope for my children to grow up in it too,” she shares, reflecting on her deep-rooted connection to the automotive world. With her eldest daughter, age eight, already showing keen interest, she sees a glimmer of hope for the next generation of Bauers to carry the torch forward. “When my daughter and I drive around, I test her on car parts or ask her questions like, ‘What make and model is that car?’ 

“She’s excited to potentially be in the industry at some point in time. She knows that she doesn’t have to be, but it’s something she enjoys as well.” Reminiscent of the bond she shared with her father growing up, Bauer hopes to continue creating those same fond memories with her four children, Sophia, Ralphie, Ava and Dannie. They enjoy the fact that this was Pop Pop’s shop and now Mom is running the show. Though their grandfather is not around any  longer, they get to still enjoy the feeling of the business he created and loved.”

Want more? Check out the August 2024 issue of New Jersey Automotive!