American Honda launches ProFirst Shop Recognition Program

Jan. 1, 2020
American Honda Motor Co announced the launch of the ProFirst body shop recognition program.

American Honda Motor Co, Inc. announced the launch of the ProFirst body shop recognition program. Open to both dealer-owned and independent collision repair shops, the program is designed to promote the correct, complete, and safe repair of Honda ( and Acura ( vehicles and provide support to shops that have demonstrated a commitment to a high level of customer care and satisfaction.

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To qualify, shops must conduct a minimum number of transactions using OEConnection’s CollisionLink software, be a designated I-CAR Gold Class Professionals® business, and have at least one person presently employed by the shop who has completed the I-CAR course, Collision Repair for Honda and Acura Vehicles (HON01).

“CollisionLink is a component of the ProFirst program because of the numerous benefits it provides to both shops and dealers, said Bill Lopez, Director of OEM Program Development at OEConnection. “Through CollisionLInk, shops can take advantage of Honda’s Collision Select parts program, which enables them to use more genuine Honda and Acura parts while managing their overall repair costs.” Lopez added, “CollisionLink also helps to increase efficiencies and parts ordering accuracy, which means fewer returns, faster cycle times and, ultimately, more satisfied customers”

John Van Alstyne, I-CAR CEO & President said, “The ProFirst body shop recognition program, in conjunction with the I-CAR Gold Class Professionals designation, will align participating shops with a training program that is meant to elevate the customer experience and enable shop employees to work up to their full potential.” Van Alstyne added, “Training and knowledge provide a platform for business and personal excellence, generating benefits for both the organization and the customer, including increased operational efficiencies, reduced cycle times, minimized repair mistakes, and most importantly, complete and safe repairs.”

Qualifying shops will receive a plaque, a place on the shop-locator tool on the recently launched American Honda consumer web site, free access to the Honda and Acura parts catalog, parts bulletins, and service and repair information. Shops will benefit through increased recognition of the shop’s professionalism, increased opportunity to reach more customers and the promotion of customer confidence and loyalty.

To enroll in the program, or to see full program details, go to or Each shop must enroll as a separate entity at its place of business as the ProFirst web site will manage the shop’s access to the parts catalogs and service information.

For more information on the I-CAR Gold Class Professionals® program, visit the I-CAR website and click on “Collision Repair Gold Class Professionals® “ under the “Training and Recognition” tab.

Jim Roach, Senior Vice President for American Honda’s Parts & Service Division said, “We are pleased to be working with OEConnection and I-CAR for the ProFirst program. As the industry changes and automotive technology changes, we must make changes in our programs to keep pace. ProFirst, and our association with both OEConnection and I-CAR, is a step in the right direction. ProFirst is a win / win for all involved, especially for Honda and Acura owners.”

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