In the early days of any business, “What’s the best name for us?” is an important consideration. But for Art French and his wife Rica, the decision was easy. As a young apprentice mechanic, Art worked in the auto repair business of his parents, Art Senior and Alice, an experienced bookkeeper. Thus was born in 1960 the well-known local car repair business on Laird, Artenal Motor Limited, for “ArtandAlice.”
Art ‘the younger’ described those early days. “Leaside in the ’60s and ’70s had a glut of service stations. Somehow my parents bought a second station that had fallen on hard times. I obtained my mechanic licence in 1978, and by 1980 Rica and I began running the second station. Dad focused on trucks and auto body work while I specialized in servicing cars. A few years later Rica and I took over the new business, calling it AML Auto Service, as a nod to Artenal Motor Limited.”
Current auto service businesses are very different from those of the ’80s. Service offerings then were dominated by tune-ups. Warranties required oil changes every six months. At the same time, spark plugs, brakes and tires were routinely inspected and often required repairs or replacement.
Today’s smart cars demand state-of-the-art tools and electronic equipment that proactively analyzes the health and identifies the cause of problems. Staying current and having adequate floor space for car-assist technologies that calibrate alignment and safety systems like cameras are essential for today’s vehicle shops.
AML’s shop is tidy and spacious with multiple bays and hoists. Although their policy is to keep customers safely in the reception area, a trip out back is like being a kid in a candy store with tools, parts, oil, sophisticated equipment, tires and cars all easily accessible and stored in their rightful place – even the thousands of small parts.
Asked how he grew a successful business, Art explained, “In the ’90s AML was one of two Ontario businesses licensed to offer and beta test the DriveClean program that required older vehicles to be tested for road safety. The program brought in many new customers.” As an inadvertent marketing initiative, Art followed up with thank you and reminder notices, which boosted AML’s profile in the community.
AML’s now located at 10 Industrial St. with an expanded shop, larger parking area, and easy accessibility to the shops of the Leaside Village mall.
Art is as thoughtful and attentive to staff as customers. His guiding principles include: “Be honest even if it hurts. Be fair to everyone. As a mechanic, do your job properly and completely.” While walking about with me, Art stopped to provide some gentle guidance to a young staff member on how to keep a long heavy hose clean, safely wound, and hoisted to avoid an accident or big cleanup job later in the technician’s shift.
All in a day’s work at this venerable business.
