Joe’s Auto has survivor’s grit

Auto tech settles into new St. Helens digs amid turbulent times

By Darryl Swan

The South County Spotlight, Jun 3, 2009, Updated Oct 30, 2009 (1 Reader comment)

Darryl Swan / The South County Spotlight

SETTING UP SHOP — Joe Oliver, owner of Joe’s Auto, said business has been picking up as he settles into his new St. Helens location.

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Joe Oliver knew he had hit a crossroads in his budding career when the Autobahn car dealership in Scappoose closed its sales and technician services in September.

And like many people suddenly finding themselves out of a job in the current economy, Oliver took his fate in his own hands and started his own business.

“When I got scared, you know, I said, ‘Well, I have to do something,’” said the 24-year-old Yankton man.

As one of Autobahn’s go-to techs with an impressive list of certifications, he negotiated with the owners to lease space and equipment.

He spent some advertising dollars and expanded on a word-of-mouth reputation. Over the next few months he managed to keep his loyal customers on the road and even pick up a few new ones as the first big ripples of the economic crisis rolled over the region.

Business was different, but it was still OK.

Then winter hit. The holiday season, never a boon for the auto repair industry, was made worse by crippling snowstorms. Calls were still coming in, but only one out of every dozen translated into a new customer.

“Nobody showed up, and it really hurt me,” he said. “I was really worried about where I was going to be and what I was going to do.”

What followed can only be explained as a blend of honest business grit and luck. Oliver worked out an agreement with his landlords to keep his doors open through the dismal months of March and April. And then, perhaps timed with the shift in seasons, new clients showed up on Oliver’s doorstep.

Oliver has since exchanged the 3,000-square foot Scappoose garage for smaller digs in St. Helens, a move that gives him more leverage to grow his business under his own terms. And, most important, he’s got steady work.

Harry DeWolf, the district director for the U.S. Small Business Association in Portland, said Oliver’s tale of striking out on his own when the chips are down is becoming more common.

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