MERCADEO Versión en español
José Costa of Driven Brands: Franchise profitability is up
Manuela Walfenzao| 31 de mayo de 2016
José Costa, presidente de Driven Brands
Driven Brands’ Paint and Collision division President, José Costa has increased his firm’s revenues from US$1.2 billion to US$2.1 billion. Since his appointment in 2013, the company has bought 14 new businesses including Maaco, Carstar and Drive N Style. About 170 people work at Driven Brands’ headquarters. Costa didn’t have any experience in the auto industry when he accepted the challenge. “All of our management team came from outside of the industry. A lot of our franchise owners thought we had no idea what we were doing, and that we didn’t understand the automotive industry. It has actually worked to everyone’s advantage: Franchise profitability is up, our numbers of locations are growing and we’re innovating in many aspects of our business” he explained. One of Costa’s strategy that makes him most proud is a retail concept that places Maaco satellite shops inside of other retailers. “Historically, body shops are in industrial parks, outside of town. We wanted to put satellite locations where consumers are shopping, where they spend more time. Its a concierge service, usually in high-traffic retail areas. We make it very convenient: Usually within 15-20 minutes well write you an estimate, well get you a loaner with one of our car-rental partners and youre back to your normal life. You come back in three to four days and your car is ready” Costa said.
