From farm tractors to Rolls Royce
‘We make sure cars are fixed right the first time’

Charles Markman, owner of Advanced Automotive

Gustavo Celedon runs diagnostic tests.	Noel Mills and Charles Markman doing undercarriage inspection	Charles and Carlin Markman.

Carlin Markman answers customer service calls.	Jizana Sandovel is disconnecting a cable from the diagnostic computer.

(l-r standing) Jizana Sandovel, Karl Edwards,
Stacy Ann Pehaney, Kirt Watler, Winston Douglas,
Charles Markman, Jerhome Stewart, Carlin Markman,
Gustavo Celedon, Noel Mills
(l-r stooping) Devon Dundas, Mark Worms,
Tracy Surrey, Ashley Grandson

Monday, April 4, 2005

At 7:30 am Charles Markman is in the repair workshop, talking to the technicians about the cars to be serviced, making sure they understand the problems and fixing them to the highest standards that customers have come to expect for over 20 years.

It is also the place where you will find him in the middle of the night, weekends, Christmas, Easter, or any waking moment, because his is, quite frankly, in love with cars. 

“I love electronics and working closely with technicians, seeing the latest onboard system and staying on top of the latest technology,” said Mr Markman. 

Even though he has 13 capable employees, many people who have been bringing their cars to Mr Markman still insist on speaking to him. He is also well known for just hearing about a problem and without even touching the car, diagnosing the problem. 

“It is just experience, years of experience. I just know my own business.”

Although Advanced Automotive sits in a multi-million purpose built building with the latest technology and diagnostic tools, it is still very much a family-owned business, with wife Carlin Markman bringing in cakes and pastries that she baked for staff and customers. Employees said Mr and Mrs Markman are down-to-earth people with old-fashioned principles. And they are always looking for ways to improve and always putting the customer first. Moreover, they are not afraid to listen to staff ideas and put them into action. 

It all started when Mr Markman grew up watching his father repair vehicles in his native Jamaica. 

“We had a big farm in Jamaica with tractors and trucks. I used to work on all the vehicles and liked how engines operated. I did a lot of research and I was constantly buying books and manuals, and figuring out how things worked.

It became even more fascinating in the early 1980’s as cars started moving into the electronics age, with more on-board computers. 

“My father motivated me in that direction when he used to work on the vehicles, nothing major - carburettors, starters, water pump and fuel pumps, that kind of thing. Back in those days, systems were simple and not as complicated as they are today.” 

In the 1970s the economy was just starting to boom in the Caymans and a friend convinced him to move here to work with him in the air conditioning business. But after one year, Mr Markman moved over to Kirk Motors to work as a mechanic. 

“I just loved it. I was always doing research. I just had to go back into working on cars.”

He learned how to work on European and Japanese cars under experts in the industry, working up to manager and then subcontractor. 

“That is where Advanced Automotive first started, in the back of Kirk Motors.”

Eventually, Kirk Motors wanted to bring the repair service in-house so Mr Markman had to find a temporary location in Industrial Park, before finally moving to its present location on Airport Road two years ago. 

At the end of February, Advanced Automotive will have been in business for nine years. Regardless of the location, the foundation of Advanced Automotive’s success remains the same - customer service. Making sure a customer receives service that exceeds expectations. 

Even if a customer has been a client for several years, Mr Markman is still growing, still going the extra mile.

Part of providing that service is making sure they have the latest equipment and the full range of diagnostic equipment. 

It is apparent to anyone who knows Mr Markman knows his passion for cars and customer service drives the business, regardless if he is in a one or a ten-car garage. It will never be just a business.

There is a common perception that Advanced Automotive only services high-end cars, because of the number of expensive cars on the premises. However, he is happy to provide the same high quality service to the budget Suzuki cars through the top of the range Jaguars, BMWs and Rolls Royce. Furthermore, Mr Markman has recently established several service contracts for company fleet vehicles. 

Cleanliness in the workshop is paramount. While Mr Markman has invested a lot of money in technology, he is aware that customers have also invested highly in their vehicles and so the workshop must be tidy. All mechanics and technicians are supplied with smart and practical uniforms, because no one wants grease and oil all over their cars. 

One staff member said, “We can’t have oil and tools all over the place. A tidy workshop makes people feel assured and confident that they are leaving a vehicle in a professional and clean environment. 

Another hallmark of the business is communicating with the customers. For example, if a car needs an alternator, an employee calls the customer with a quote and gets approval so the customer does not end up with a huge bill he is not expecting and can budget accordingly.

Although a big portion of the business is high range cars, Advanced Automotive works on all types of cars. A complimentary shuttle service allows customers to drop off their vehicles and go to work, which is just one more service that keeps it personal. 

Last year Advanced Automotive branched out into selling new and used cars and is currently working on bringing more popular and affordable models to the Island. 

“We are still working on where we want to go. We started selling cars last year, focusing on the Mazda brand but we are looking to branch out. We only had minimal damage on our building and our show room only got nine inches of water. Right now, we have just two cars in the show room, because everything has been pre-sold after Ivan.

“We are moving into the direction for parts and accessories with over 4000 square feet available on the second floor for parts.”

He explained having a parts department enhances the service since they will have the parts right on site instead of having to buy them locally or overseas and waiting for the part to arrive.

Also, accessories like alarm systems, floor mats, radios and having them installed right there will further enhance customer service.

Unlike his dad, Mr Markman’s three daughters, Beverly, Elisabeth and Nicole are not interested in following the family tradition. However, Mr Markman is proud of the recent education programme introduced in January to provide training and work experience to high school students interested in mechanics. Several students have been working with the technicians and learning the technical aspects of how to prepare cars two to three days a week, which has been very popular with both the students and the technicians. All the work experience students are boys except for Jizana, 17, who is currently repairing an anti-braking system.

“What has made a difference for me is always trying to keep up with the diagnostic technology and how we approach service. First, we make sure the customer’s car is fixed right the first time and that has made the difference in making sure the customer is happy.”

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