Cruise Time: Elite Collision & Auto Spa strives to make exceptional experience

Although the Morse family has been serving the Battle Ground area for more than 30 years with automotive and auto body repair, one of their most well-known businesses, Elite Collision & Auto Spa, didn’t actually open its doors until February 2003.

Now, at its 10-year anniversary, Elite Collision & Auto Spa was one component of a man’s dream that started back in 1978. According to an article written in Profinisher in 2003, right after Elite Collision opened, Art Morse Sr. dreamed of opening a state-of-the-art “one-stop shop” that would combine a mechanical repair shop, quick-lube services and a collision repair center. In 1978, Morse Sr. established Art Morse Auto Repair in a two-car garage in his backyard. A few years later, he was able to expand the business into a four-bay shop behind his house, and in 1990, Morse Sr. saw a “For Sale” sign in a ditch and was able to buy the land in Battle Ground where Art Morse Auto Repair currently sits.

But Morse Sr. wasn’t done expanding his business yet. In 1991, he purchased the property next to the mechanical shop for future expansion. The newly-purchased property quickly became the site of Battle Ground Quick Lube, offering fast, inexpensive oil changes. With two businesses on the property, Morse Sr. still had plans for further expansion. Kevin Morse, one of Morse Sr.’s sons and current owner of Elite Collision, said the family discussed what else they could do to expand and decided to use the extra land to open a collision repair facility.

Before he could see his entire vision become a reality, Morse Sr. was diagnosed with kidney cancer and passed away in 1998. However, his wife, Sherry, and two sons, Kevin and Art Jr., made the decision to carry out his dream and the three opened Elite Collision & Auto Spa in 2003.

In the Profinisher article, Kevin said when the Morse family sat down to discuss a name for the new collision center, 25 different names were considered. However, the one name the whole family agreed on was Elite Collision Center. He said it’s a really simple name, but completely conveys the message that they want to send to their customers - that they are a professional, first-class collision repair facility. Kevin said it’s not just one thing that sets Elite Collision apart from its competitors, but rather “20 little things.”

Deana Morse, Kevin’s wife, said they added auto spa services at Elite Collision in 2010, and they continue to see an increase in detail services every year. Deana said complete interior/exterior details are the most popular among customers and many people also like to upgrade the premium wax to a paint sealant because the wax only lasts approximately 30 days and the paint sealant can protect for up to eight months.

“We have Battle Ground’s only lifetime warranty on metal and paint work, along with NAPA’s Lifetime Nationwide refinish warranty, which means even if you move out of the area, any paint warranty issue will be taken care of,” Deana said. “We are also Battle Ground’s only AAA-approved auto body shop, meaning that we meet AAA’s rigorous standards.”

Elite Collision also offers customers the comfort of knowing that fully-trained I-CAR/ASE technicians will repair their vehicle. According to the I-CAR website, I-CAR (the Inter-Industry Conference on Auto Collision Repair) is an international, not-for-profit training organization. I-CAR develops and delivers technical training programs to professionals in all areas of the collision industry.

“My thoughts on I-CAR, specifically welding certificates, cars are designed by the manufacturer to crumple a certain way in an accident,” Deana said. “If welds on a vehicle are done improperly during the repair process, it can affect how a vehicle will react if it is involved in another accident. Welding certificates attained through I-CAR are the most difficult to earn. Our technicians know how to properly weld your vehicle, whether is frame/unibody, core supports, body panels, etc.”

Deana said another way that staff at Elite Collision look out for their customers is by inspecting every after-market part/used part that has to be used to make sure it’s not going to compromise the repair. While Deana said they understand that insurance companies may call for after-market parts, some after-market parts won’t fit the same as OEM (Original Equipment Manufacturer) parts.

“Basically, if we can’t offer a lifetime warranty on the metal or paint, it’s not going on your car,” Deana said. “If a part is substandard, we call the insurance company and get their authorization to order a new OEM part. This insures our customers only have their deductible, if they have one, to pay when they pick up their vehicle.”

Other aspects of Elite Collision that Deana said puts them above and beyond other collision repair shops include that their certifications show in the quality of repairs performed at Elite and their customer service scores consistently surpass the industry average.

“We act as a concierge service for our customers by having a rental vehicle waiting when they drop off for repairs, as well as handle insurance company correspondence,” Deana said.

In celebration of Elite Collision’s 10-year anniversary, for the entire year from Feb. 3, 2013 to Feb. 2, 2014, every job, details included, that a customer has repaired at Elite will get that customer’s name entered into a drawing to win a seven-day Mexico vacation at the Pueblo Bonito Resort in Mazatlan. Every referral enters a customer’s name in the drawing as well.

For more information on Elite Collision & Auto Spa and a more complete list of all of their services, visit www.elitecollisionandautospa.com. Elite Collision is located at 1701 W. Main St., Battle Ground, (360) 687-8755.