Driven by Family: The Northrich Automotive Evolution

October 4, 2024

|

Read time: 3 min

About Northrich Automotive

Northrich Automotive, founded in 1995 by Alex Gotsdiner, started as a family-owned auto repair shop in Richardson, TX. A first-generation immigrant, Alex's determination to achieve the American dream after immigrating to the United States from the Soviet Union led him to entrepreneurship.

Over the years, Northrich has evolved from a basic service shop to a comprehensive automotive care center, tackling both repairs and collisions. The shop has become a trusted name in the automotive industry, achieving over 415 Google Reviews and maintaining an average of 4.8 stars.

The shop’s success has not been without its fair share of obstacles. In 2018, it was clear that Alex needed help growing the business and decided to seek the help of his two children to bring a fresh perspective. That’s when his daughter and son stepped in.


The challenge

Alex’s daughter, Rochelle Gotsdiner, never planned to run an auto shop. With a background in medical sales, she spent years refining her skills in a completely different industry. However, when her family's business, Northrich Automotive, needed fresh minds to help elevate the business, Rochelle stepped in.

“I left my career in medical sales at 25 and decided I was gonna run an auto shop... not because of my love for cars or anything but truly just for my family,"

This pivotal decision marked the beginning of a journey characterized by resilience, innovation, and transformation.

Stepping into an industry she knew little about, Rochelle approached the auto shop with a fresh set of eyes and a critical mindset. While helping with the shop’s marketing, her first major task was diagnosing the operational inefficiencies that plagued Northrich Automotive while her brother took on the role of CFO. It was clear her team needed a modern solution to an outdated process that was holding the business back.

Her lack of industry experience became her strength, allowing her to question long-standing practices and push for innovative solutions.

The Solution


Rochelle’s search for a transformative shop management solution led her to Tekmetric. The shop had been on Master Repair for most of the business’s lifetime, but briefly transitioned to RO Writer. Ultimately, it was clear that those solutions came short.

“We were coming from a system that was slow, researching history and technician notes were not good…and customer support was awful.  I got tired of having these issues that no one on their team could figure out. Tekmetric was the opposite.”

What sold her on Tekmetric were its key features and the flexibility it offered:

  • Cloud-Based Technology: Tekmetric operates entirely in the cloud, which eliminated the need for costly servers and allowed the team at Northrich to access the system from anywhere, enhancing flexibility and responsiveness.
  • Digital Vehicle Inspections: The software allowed for digital inspections that customers could view in real-time, increasing transparency and trust between the shop and its customers.
  • Comprehensive Reporting Tools: Tekmetric provided detailed reports that helped Rochelle and her team make informed decisions based on accurate data.

Additionally, Tekmetric's month-to-month contract option stood out, offering Northrich Automotive the flexibility to adapt without the pressure of long-term commitments. This was crucial for Rochelle, who wasn’t looking to be locked into a lengthy contract that might not serve the shop's evolving needs.

The Results

The shop aims to provide transparent pricing, detailed service estimates, and digital vehicle inspection reports to keep customers informed about their vehicle's condition and recommended services. Thanks to this mindset, the results have brought some impressive changes, proving how effective Rochelle's strategic decisions were and how powerful the right tools can be.

  • More Cars, More Often: The number of cars coming through Northrich’s doors jumped by 20%. This boost reflects not just more customers, but also a more efficient operation.
  • Stellar Reviews: Thanks to Rochelle's sharp focus on ensuring every customer leaves happy through a seamless shop experience,  online reviews have soared. Her shop sits at over 415 reviews at an average of 4.8 stars. 
  • Smarter Workflows: Tekmetric revamped how things get done at the shop, making every process from check-in to checkout smoother and more customer-friendly. This upgrade has paved the way for Rochelle to bring on more hands to keep up with demand.
  • Clear Insights: With Tekmetric, Rochelle gained a clear picture of the shop’s numbers. She found out that 54% of customers were one-timers, shifting her strategy to turn more first-timers into regulars.
  • Freedom and Financials: The cloud-based system freed up about 30% of Rochelle’s time, allowing her to manage things without being tied to the shop floor. This change helped push revenues over the $1 million mark and ensured they hit their profit goals for each job.
"Give the team the right tools, trust them, and then just watch the numbers. They tell the real story. With Tekmetric, we see everything we need to keep getting better."


Northrich Automotive is not just a business; it's a story of perseverance, adaptation, and the seamless transition of leadership from one generation to the next.

As Northrich Automotive thrives under the father-daughter duo stewardship, the Gotsdiner family remains committed to steering the company toward even greater success. With their unwavering determination, innovative spirits, and profound respect for family tradition, they embody the essence of Northrich Automotive's enduring legacy.

"I would 100% recommend Tekmetric. Their customer service is always there for us, and the quality of the software gives me peace of mind. It's a game-changer."

1995

Year Established

2020

Using Tekmetric Since

Average Repair Order ($)

Average Car Count

Number of Employees

13

Number of Bays

Recommended stories

For nearly a decade, Tony Perez, owner of Euro Car Doctors in Orange County, California, has been committed to delivering premium auto care. But as business grew, outdated software made it harder to keep up, and customers started to feel the impact. 

Challenge

"We'd have 10 appointments for the day, and by 11 a.m., only two quotes were out. We still had eight to go.”

Tony’s team was bogged down by:

  • Estimates that took 4-5 hours to complete
  • Inefficient workflows between techs and service writers
  • A backlog of appointments that led to delays and customer frustrations 

Solution

“We needed something that could keep up with our intake and let us grow without being bottlenecked.”

Tony knew his customers deserved better - faster service, clearer communication, and less time waiting. After exploring his options, he chose Tekmetric for its ability to streamline operations and deliver a more efficient, transparent experience from check-in to estimate.

Learn about Euro Car Doctors' customer experience:

Results

Car at a bay in a repair shop and technician working on the trunk

Increased Efficiency and Productivity:

Creating estimates now takes less than 90 minutes, down from 4–5 hours. That means more vehicles in the shop and more satisfied customers driving away.

Increase in Average Repair Order (ARO):

Faster quoting and comprehensive digital vehicle inspections means customers see everything their car needs right away. The result? An increase in average repair order to $900 and more confident decisions from customers. 

"Our numbers were through the roof because I was able to quote more items on those tickets that the car needed."  

Improved Customer Satisfaction:

Each customer receives a detailed quote informing them about the services needed and associated costs, empowering them to make confident decisions. Transparent, timely communication has built trust with customers and it shows in the reviews with a 4.8 star rating on Google.

"We tell the customer what they need to hear, not what they want to hear. Everything we see gets quoted to be fully honest and transparent with our customers."  

Expansion to a Second Location:

Improved operations allowed Tony to open a second shop, without sacrificing quality.

“As we grow, we won’t open the next store until the last one runs on autopilot.”

What’s Next

Auto repair shop owner with a happy customer

Euro Car Doctors isn’t slowing down. As each shop reaches capacity, Tony plans to expand, driven by his commitment to delivering an exceptional customer experience, with Tekmetric helping power the growth behind the scenes.

In late 2020, Jim Kellas bought TL Auto Repair, in Union City, California. The location was strong, but the shop’s systems were holding it back—outdated software, lack of key integrations, and inefficient processes all contributed to a poor customer experience. 

Determined to find a solution, Jim explored various shop management systems before switching to Tekmetric. After making the switch, the impact was transformative for TL Auto Repair.

“Stop looking at the other ones. You're done searching.”  

Challenge

Before switching systems, TL Auto Repair faced:

  • Frequent software downtime disrupting operations
  • Lack of integrations with key tools, creating manual work
  • Limited visibility into performance metrics

Solution

After exploring several options, Jim chose Tekmetric for its seamless integrations, reliable performance, and features that made it easier to connect with customers. With Tekmetric, TL Auto Repair streamlined operations, improved communication, and set the foundation for future growth.

Results

Service Advisors at their desks

Streamlined Operations That Drive Revenue

Integrations with tools like Affirm through Tekmetric’s Payments and adding Marketing solutions helped TL Auto Repair simplify workflows and boost sales. Offering financing made higher-ticket repairs more accessible for customers, leading to over $2 million in revenue.

“I was able to integrate with so many other programs. I'm able to know revenue-wise it's been a boom because I'm able to tie everything together.”

More Efficiency, Less Overhead

Running on a reliable, browser-based system saved time and cut hardware costs. Staff work faster, from anywhere, using devices like Chromebooks. 

"The time savings have been substantial, allowing for increased efficiency"

A Better Experience for Every Customer

Text message updates, digital vehicle inspections, and contactless invoicing and payments create a more transparent and convenient experience for their customers. This has earned them trust, repeat business, and a 4.7-star rating on Google. 

"Customers love getting text message updates, online inspection reports, and the option for contactless service - it keeps them coming back." 

What’s Next

Cars on lifts getting worked on

With a proven model and the right technology support in place, Jim plans to expand and is in the process of acquiring new shops. He is applying the same focus on operational efficiency and customer experience that turned TL Auto Repair into a thriving business.

In 2020, Jeremy and Holly Hansen purchased Mission Auto KC, an old-school shop with no desire to grow or adapt to new customers. From day one, they faced operational challenges—outdated systems, manual processes and a lack of visibility into key business metrics. Most importantly, they struggled to deliver the level of customer service they envisioned. 

Determined to find a solution, Holly researched various shop management systems and after careful evaluation, made the switch to Tekmetric in July 2021. The impact was immediate and transformative.

Challenge

Before Tekmetric, Mission Auto KC relied on outdated methods—pen-and-paper invoicing, limited reporting, and inefficient customer communication. This led to:

  • Slow invoicing and difficulty tracking finances
  • Inconsistent customer updates, causing frustration and lost business
  • Limited reporting capabilities, making it hard to identify areas for growth
  • Revenue stagnation, with monthly sales hovering around $40,000 to $50,000

Solution 

After evaluating multiple options, Holly chose Tekmetric because it provided real-time shop insights, streamlined operations, and better customer engagement. With Tekmetric, Mission Auto KC automated processes, improved financial tracking, and provided customers with a transparent repair experience—all essential to driving growth.

Results

Technician working on a car

Revenue Growth: Doubling Monthly Sales

With Tekmetric optimizing operations, Mission Auto KC experienced a dramatic financial transformation, doubling its monthly revenue from $40,000–$50,000 to $90,000. By streamlining workflows, improving job tracking, and enabling faster repair approvals, the shop significantly increased productivity, allowing them to complete more jobs per day. These improvements not only boosted revenue but also led to a 20% increase in gross profit, as better pricing accuracy and operational efficiency maximized profitability.

“Our typical [revenue before Tekmetric] was $40,000 to $50,000. Then $90,000 became our norm right away. So the top number did double.”

Data-Driven Financial Management

With automated reporting and real-time financial tracking, Holly gained complete visibility into the shop’s performance, allowing for daily revenue tracking, expense management, and more accurate accounting.

“QuickBooks is what I use for our accounting, and it’s up to date every day because I come in the following morning, enter my end-of-day report, enter all my expenses, and I know where I'm at.”

Faster Turnaround and Improved Customer Experience

Tekmetric’s text and photo-sharing features allowed for faster, clearer communication with customers, improving trust and increasing repeat business. Customers could see photos of repairs in progress, eliminating doubts and streamlining approvals.

“Customers love it. They love transparency. I'm not just saying your filter is dirty—you see a picture of your filter.”

What’s Next

Technician working at a computer bay

Fueled by their commitment to exceptional service and operational excellence, Mission Auto KC is setting ambitious goals for the future. As demand continues to grow, they plan to expand their team, increase efficiency, and strengthen customer relationships to reach $2 million in annual revenue. By prioritizing transparency, quality work, and trust, they are building a loyal customer base that keeps coming back. What started as a struggling shop has now become a thriving, data-driven business, poised for long-term success and continued expansion.