Home of the week: ProColor Collision West Edmonton

Edmonton, Alberta— Edmonton hosted its latest ProColor Collision installation earlier this week as the collision repair brand strengthens its market presence across Canada and beyond.

ProColor Collision West Edmonton, formerly known as Shield Autobody, is a labor of love for its owners, the husband-wife team of Jeff Hicks and Cheryl West-Hicks. The Hicks have always been passionate about automobiles and want to bring their 12-year-old independent business into the biggest league of collision repairers by aligning themselves with ProColor Collision. Today, their shop is synonymous with excellent customer service and quality workmanship.

Jeff grew up watching ¼ mile races with his father Brian and their passion for cars, both classic and innovative, has been a big part of their life. It was therefore natural for him to turn his childhood passion into a full-time business by starting his own spare parts business. In 2020, the repair center won Gold as Edmonton’s Best Body Shop at The Edmonton Journal Reader’s Choice Awards in 2020, after receiving Silver in 2019.

After running their plant successfully for 12 years, the Hicks explored the possibility of aligning their business with an established aftermarket parts network.

“Automotive technology is getting sophisticated and we want to make sure our teams and facilities are ready to handle the most technologically advanced vehicles,” Jeff explained. “So it was a unanimous decision to lean towards ProColor and stay on top of our game.”

“Associating with ProColor Collision will allow us to maintain a personal touch with our customers while gaining access to processes and relationships that will improve our operations,” he explained. “We also want to benefit from ProColor Collision’s strong relationships with insurers and fleets, as well as their ongoing support of franchisees with creative national and local marketing initiatives.”

Spread over 278 m². (3,000 square feet), ProColor Collision West Edmonton has an impeccable reputation for providing high quality collision repair services. The facility is equipped with state-of-the-art tools and meets OEM standards to restore vehicles to their original condition. The workshop specializes in dent removal, glass repair and replacement, and paint restoration.

Chris Peterson, Regional Vice President of Western Canada for Fix Network, said, “Jeff and Cheryl are committed to maintaining their impeccable reputation as one of Edmonton’s most advanced repair centers, and we would like them to support with our technology, our knowledge and our Support. They share our vision and core values, making them a great addition to our network.