SPOTLIGHT ON EXCELLENCE
ing 12 yards, iPart has been a good move and a good fit for his business, Matlock says. “It’s another way to meet our cus- tomer needs quicker.” One of Matlock’s strengths, Amanda notes, is the company’s ability and will- ingness to adapt in response to changing market conditions. The trading group is one example; another is scrap sales. Matlock’s has been selling steel scrap for more than 10 years, using seven exca- vators to crush hulks (check out
www.youtube.com/watch?v=E-GLUw YpF7g). It’s been a profitable business, but recently Matlock’s has been stock- piling hulks until steel prices recover, using one of the closed facilities as storage for the vehi- cles, still uncrushed on the chance that they still con- tain some saleable parts.
The Art of Marketing
Marketing experts talk about elaborate and usually expensive strategies to gain name recognition. Matlock has accomplished the same goal, minus the big mar- keting budget with what he calls “car part art.” It started with a red ’63 Renault Dauphine perched atop the Cleveland sign – Matlock’s first car, acquired in a trade for a bicycle when he was a kid. A bright red lady bug atop the building and the cute-as-a-bug “Itsy Bitsy” at the Claremont yard have joined the family more recently. It’s a bit off-beat, but the art helps set the company apart from the competition. “Our car part art gave us a name. People can drive by and see the art, and then they know us,” Matlock notes. The art doesn’t stop at the exterior. Customers can also view unique pieces utilizing whole vehicles as well as designs that blend various parts from engines, trans- missions and auto body parts at both facilities, every- thing from Muffler Man and his pooch to a frog made
56 Automotive Recycling | May-June 2015
from a VW hood. As the website says, “Matlock’s Car Part Art represents to customers the unique experience they will receive with every parts purchase.”
Stay on Top of Tech Trends Technology has become totally inte-
grated into Matlock’s operations. A yard management system, Order Trakker, the call monitoring system and inven- tory scanners are standard equipment at both locations. Matlock’s is planning to upgrade to wireless inventory scan- ners in the near future.
Jeff credits an ARA convention sever- al years ago with opening his eyes about
technology and the direction the industry is going. “By being at convention and talking to others, I realized we needed to upgrade our technology,” he explains. Matlock continues to soak up IT tips at convention, and he now has an in-house IT expert. The compa- ny’s professional, attractive website is chock full of great photos, videos, and useful information, plus a sophisticated parts search and pricing requests for buying parts and selling salvage. Customers can pay or apply for credit online and even look up North Carolina sales tax, making the site truly a one-stop shop.
16-year-old Dale Matlock is doing his part to keep the family business on the cutting edge of technology. This innovative future auto recycler has programmed a drone received as a gift to fly over the yards and take aerial photos of the facilities, a luxury that most recy- clers can’t fit into their budgets.
With Dale and Amanda as next generation of recy- clers, backed by nearly 70 years of family experience, solid core values and a dedicated team of employees, it’s safe to say that for Matlock’s, the sky’s the limit. Lynn Novelli is a freelance writer based in Ohio.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64