09/26/2025

OEM Certification: The Referral System of the Future

Source: Body Shop Business

As vehicle technology continues to advance, OEM certification is no longer a nice-to-have — it’s fast becoming a necessity for forward-thinking collision repair facilities. With automakers increasingly guiding consumers toward their certified repair networks and the complexity of today’s vehicles demanding brand-specific knowledge and equipment, shops that aren’t OEM-certified risk falling behind.

Here’s why OEM certification matters now more than ever — and why it may be the key to unlocking sustained business growth.

More Than Just a Badge

OEM certification programs are designed to ensure that a collision repair facility meets the automaker’s standards for quality, safety and proper repair procedures. This usually means investing in specific tools, equipment, training and facility upgrades. In return, certified shops gain access to repair procedures, diagnostic software, proprietary parts programs and — most importantly — visibility through OEM referral channels.

Unlike generic industry certifications, OEM programs tie a shop directly to the vehicle manufacturer’s brand and customer network. With consumers keeping cars longer and trusting brand-specific service more than ever, that connection can translate into significant long-term revenue.

Steering 

A major factor driving the need for OEM certification is the behavior of the OEMs themselves. Many automakers have ramped up their involvement in the post-collision experience, often partnering with insurers or directly integrating certified repair facilities into vehicle telematics and accident alert systems.

Some vehicle brands now automatically recommend or route drivers to certified repair facilities through in-car notifications or mobile apps immediately after a crash. If your shop isn’t on that list, you’re invisible to that customer in their moment of need.

As telematics and connectivity become more sophisticated, this steering is expected to increase — which means being part of an OEM program could determine whether your shop sees that business at all.

Trust and Transparency 

According to recent consumer research, many vehicle owners are more likely to trust a shop recommended by their car’s manufacturer than one suggested by their insurance company. OEM certification brings with it a level of perceived trust, backed by the brand that built the vehicle.

This trust can also be a differentiator in conversations with customers. Certified shops can explain that they follow OEM-approved repair procedures and use approved equipment and parts. In an environment where safety and proper advanced driver-assistance system (ADAS) calibration are top concerns, that sort of reassurance can sway decisions — especially with high-end vehicles or ADAS in play.

Technological Complexity

Modern vehicles, especially those equipped with ADAS features, require highly specific repair processes that vary by make and model. OEM certification ensures that a shop’s technicians are trained and equipped to handle those requirements.

The rapid pace of vehicle innovation means that shops working outside of these certification programs may be at risk of performing incomplete or incorrect repairs. In the case of ADAS, even a millimeter of misalignment can result in dangerous outcomes — and major liability.

Being OEM-certified also often provides access to proprietary calibration tools and repair procedures not available through general industry sources. That technical edge can mean the difference between a successful repair and a comeback — or worse, a lawsuit.

Insurance and DRP Negotiations

Insurers are also taking notice of OEM certifications. While the relationship between shops and insurers can be complex, certification can give a shop more leverage when advocating for proper repair procedures and parts usage.

In some cases, insurers may begin to prefer certified shops because they reduce liability and repair cycle times. A growing number of direct repair programs (DRPs) are now factoring in OEM certifications as part of their partner selection process.

Even if a shop chooses to remain independent of insurer networks, being certified can help justify higher rates, more accurate labor times and the use of OEM parts — because the shop is operating according to the automaker’s documented standards.

Investment With ROI Potential

Yes, OEM certification requires an upfront investment. Costs can include facility upgrades, equipment purchases, technician training, audits and ongoing program fees. However, shops that make the leap often report measurable returns in the form of increased referrals, higher customer satisfaction scores and fewer comebacks.

The real value lies in long-term positioning: Certification can help shops become the go-to provider for specific vehicle brands in their markets. And as OEMs tighten their networks and raise standards, early adopters will be better positioned to maintain that status.

Multiple Programs = Greater Reach

Some shops choose to participate in several OEM programs to broaden their market reach. While this multiplies the investment, it also allows them to serve a larger percentage of the local car parc — particularly if the selected brands have high regional penetration.

Strategic selection is key. A market analysis of vehicle registrations in your area can help determine which OEM certifications will offer the best return on investment.

A Business Differentiator

In a saturated market, OEM certification can help set a shop apart. It becomes a key selling point in marketing campaigns, website content, and conversations with fleet customers or dealerships.

For example, shops can use their certification status to:

• Win dealership repair contracts
• Attract high-end vehicle customers
• Assure cautious vehicle owners concerned about advanced safety systems
• Justify premium pricing by showing adherence to factory repair standards
• Feature OEM logos on their websites, signage and customer communications to build credibility and brand alignment 

Planning for the Future

The direction of the industry is clear: More complex vehicles, tighter OEM control and greater emphasis on brand-approved repairs. Certification is not just a trend — it’s the new standard.

Shops that get ahead of this shift now will be better equipped to compete tomorrow. By aligning with automakers and demonstrating a commitment to quality and safety, body shops can position themselves as trusted partners in an increasingly high-tech repair landscape.

Those who wait may find themselves locked out of essential programs, struggling to access procedures and invisible to the very customers they once served.

OEM certification is not a silver bullet — but it is a strategic step toward future-proofing your business. It opens doors to better repair data, more direct customer pipelines, and increased credibility with both consumers and insurers.

As more vehicles roll off assembly lines with advanced systems, shops must decide whether they want to keep up — or get left behind. OEM certification offers a proven path forward. If your shop is ready to grow, align with automakers and deliver repairs the right way, it’s time to make certification part of your long-term strategy.