Monorep has been a main dealer for the General Motors brand for 24 years and managing director David McKay is quick to point out it is still unashamedly a family-run company.
McKay's father, Peter, started the business as a bodyshop focused on the repair of specialist marques including Porsche, BMW and Lamborghini.
However, it was through Monorep's involvement with racing Opels in the 1970s that the group was asked to become a dealer for the brand with the opening of a showroom in Norwood Green.
This eventually resulted in Monorep becoming an Opel agent in 1979 and continued after the Opel/Vauxhall merger in 1981 through to the Vauxhall franchise of today.
The '90s saw Monorep beating off the chalenge of a multi-franchise dealer after Vauxhall announced it desired only one dealer group in the area. Monorep was the preferred partner and soon secured its second premises in Hayes, Middlesex.
“When we purchased the building, back in 1999, it was in a complete state so we patched it up almost overnight just so we could have something up and running from which to do business,” said McKay. “Even while we were moving in, it was chaos trying to work with builders all around us.”

Technology at work
The result, however, is impressive. A visit to the Vauxhall site in Hayes reveals a facility that accommodates a modern showroom and forecourt.
Inside, a clear emphasis has been placed on customer comfort. The showroom features an internet coffee bar where customers can sip their cappuccino while surfing the net. The PCs can also be a welcome distraction for the children.
McKay said: “Our home pages have links to a number of children's websites so while they sit down in front of the PC, it saves the parents from entertaining them while their car is repaired or we can take them around our showroom and get them interested in a new vehicle.”
The impressive array of technology expands right around the facility with the 13-bay workshop equipped with the latest technology for services, repairs and MoT testing. McKay said that the investment in scissor lifts, as opposed to four-poster machines, has given mechanics more space in which to maneuvre while doing repair work.
“We also invested in a special ramp within a ramp for repairing commercial vehicles and have a dedicated van technician as this forms an important part of our business,” said McKay.

Focus on staff
Recruiting and retaining staff is another key area McKay feels can make or break a business. An open plan office on the second floor is designed to promote face-to-face communication between bosses and staff.
“You can't beat talking to people and we make a point of keeping things hands-on to encourage workers to discuss problems and advise on solutions,” said McKay. “Part of my job is to ensure we have a motivated workforce and our records show we have very low staff turnover.”
Workshop staff also have their own canteen, locker rooms and shower facilities.

New franchise
At the beginning of the year, Monorep took on the new Chevrolet franchise at its Norwood Green site and McKay said it has been a perfect fit.
“Daewoo had a lot of negative baggage, but Chevrolet is perfect for us due to its value brand attachment,” said McKay. “While Chevrolet fits into the budget category, we also have a volume brand like Vauxhall which, with cars like the Astra Sport Hatch, offers our customers something more daring and innovative.”

New directions
But new cars is not the only area Monorep is looking to conquer. “We are geared up for volume particularly in our parts operations where we have a huge parts stock holding, which reflects our position as one of the largest suppliers of genuine Vauxhall parts,” he added.
With challenging market conditions, Monorep has conducted a major review of its business to improve revenue streams.
“We've done a lot of re-writing over the past year, especially after a huge advertising blitz in 2004 didn't really see a huge return in terms of sales,” he admitted. “We've really cottoned onto internet sales now and although it's difficult to put a number on it, the growth is there, especially on used cars.”
He added: “We're working on much slimmer margins compared to average dealers so there is a thin line between success and failure. Despite the tough times, we've improved the number of vehicles sold and the money coming in through finance deals.”
According to McKay this area has been bolstered since he hired an ex-independent financial advisor. “With her expertise, she's ensured that our customers get the right finance product,” said McKay. He claimed this had boosted income brought in through financial packages by 120 per cent.

Training
Another part of strategy involves running apprenticeship programmes across all departments. McKay said: “In service areas this is key. Getting people to be fully up to date on technologies allows them to deliver a higher quality of service. That is crucial during lean times.”
Nevertheless McKay feels the challenge of moving the dealership forward is exhilarating and said the group would continue with an open-minded approach.
“With the current uncertainty in the market because of block exemption, our strategy is to work our existing assets hard while keeping an eye out for any opportunities that open up,” he concluded.

MONOREP FACT FILE
The past
Began trading as a limited company on 14 June 1968 repairing monocoque bodies. Monorep formed out of MONOcoque REPairs. Later became a Porsche approved body repairer.
The present
Monorep employs over 100 staff between their sites in Norwood Green and Hayes. Last year it sold 600 new car units and 700 used vehicles. Parts operation is valued at £5 million.
The future
Turnover for this year is expected to be around £21m. While repair methods have enjoyed a period of relative stability in the past, the last two years has seen manufacturers come under increasing pressure to introduce construction changes.