Success is 66 years of great service and amazing people

Like the automotive industry it serves, Parry Automotive has deftly adapted to shifting times and changing technology to remain an industry leader 66 years after it opened its doors on Dunedin Street.

John and Edith Parry started Parry Automotive in 1948 and focused on engine rebuilding. It was an era in which engines lasted 50,000 miles; there was lots of work to be had.

In 1956, Peter Van Kessel started working part-time for the Parrys; he had just turned 17 and dreamed of becoming a mechanic.

“Not long after, I had an opportunity at J.W. Clark Motors (which later became Paterson Pontiac) to start as an apprentice mechanic, but the Parrys talked me into staying here,” recalled Van Kessel with a laugh. It was not a hard sell. “I loved working here. I worked every phase of the business: on the counter, doing inventory, making deliveries, in the machine shop.”

It was a match made in heaven; the Parrys loved the youngster’s work ethic, passion and intelligence and, in 1962, Van Kessel was promoted to store manager, and, soon after, convinced the owners to diversify. “When we were rebuilding engines, we needed spark plugs, filters, gaskets … so I more or less developed the parts business.”

By 1960, the burgeoning company had about 25 employees – 20 were machinists who worked on engines. Parts remained a small part of the business. By the mid 1970s, however, engines began outlasting cars – it was time to switch gears and focus on building the parts component.
And that’s what Van Kessel did, sourcing quality, affordable parts and developing relationships with local garages and mechanics, while creating a distribution network that focused on accurate, timely deliveries.

While he was blazing that trail, the Parrys gave Van Kessel the opportunity to buy shares in the local operation; by 1977, he owned 49% of the business. That year, Edith Parry died suddenly and Van Kessel was given the chance to buy the remainder of the shares.

“I loved what I was doing, we were growing all the time, so I didn’t hesitate to buy the company,” he said.

It proved a rock-solid investment. With Van Kessel at the helm, Parry Automotive grew and today is a respected supplier of after-market parts to the automotive, marine, performance, agricultural, recreational and industrial sectors. It also continues to operate a bustling machine shop.

While Peter and Sharon developed the business, they also built a family and, over time, they crafted a succession plan that would see son Steve and daughter Sue (Peacock) take over the company. Today, the two are co-owners, carrying on an impressive legacy.

Steve, who began working with his father when he was a youngster, said they have worked hard to earn their excellent service reputation. “We’re not selling ice cream … it’s a purchase many people don’t like making, so we have to make the experience the best one possible.”

His sister agrees. “Our goal is to service people beyond their expectations,” said Peacock. “And we pride ourselves on the fact that we’re a family business and one of us is always here to make a decision. A customer can call us personally at any point in time.”

They also have a deep knowledge of their industry, the business and their community. They are committed to building on what is already a sterling reputation and they are dedicated to evolving to meet the needs of their customers.

With that in mind, Parry Automotive recently diversified and began offering janitorial, safety supplies and other much-needed products to its customers and in its spacious retail store.

“Sue and I have focused on breaking the blinders of just being an automotive distributor and we’re trying to tap into a lot more of the needs of our automotive customer first and foremost: they need safety supplies (eye, ear and hand protection), they need janitorial supplies, ladders … We have a delivery truck already going there, so why not put garbage bags and lighting and all the things they need on that truck,” said Steve.

The company’s long-time relationship with Modern Sales Cooperative – Parry has been a member for 40-plus years; Peter was president in the 1980s, Steve was CEO for four years – has been critical to that diversification.

“Because we are a shareholder of this national buying group, which has a big warehouse in Barrie with millions of dollars in inventory, we have the terrific advantage of (selling) these products at competitive prices and that’s opened up new markets for us,” said Peacock, who began working full-time at the family operation in 1989.

While parts has overtaken engine repair, the modern machine shop within the 13,000-square-foot operation is busy, with five people working feverishly to keep up with demand – a demand that is quite different from when it began more than six decades ago.

“Today, we do a tremendous amount of marine engine rebuilding – it’s about 70% of business in the machine shop,” said Steve. “We do a lot of classic, vintage, antique marine engine rebuilding for the Muskokas. We also do a lot of classic restoration for vintage cars, vintage tractors and for performance boats and cars.”

While much has changed, much, by design, has not changed. Paramount among that is a commitment to service. Steve and Sue grew up watching their dad, who worked long hours and, over one memorable May 24 weekend, made 11 trips to the store to service customers in need.

“That’s what our business is: service,” said Peter, who noted its seven delivery trucks are rarely idle. “The garage needed that part just before they called for it … the car is up on a hoist and they have a mechanic standing around waiting. We need to keep that in mind.”

That philosophy is ingrained in the 30 staff members.

“The people that work here are amazing,” Peacock said, noting store manager Wayne Forrester recently celebrated his 35th anniversary at the store. His brother, Al, has also worked there for three decades and most of the team have been loyal to the operation for many years.

Many of their customers have also been on board for decades.

“We do have a very strong relationship with installers in town,” said Steve, who began working full-time at Parry in 1994 after graduating from Georgian College’s Canadian Automotive Institute and Northwood University in Florida.

“We created a boardroom here so we can provide them with technical training and we also offer business incentive programs. When they succeed, we succeed.”

While proud of their rich heritage, the future also looks bright, they say.

“Maintaining our service structure is key,” said Steve. “What used to take 50 years to change now takes five … that’s why our diversified plan – being a whole lot more to a whole lot more industries – is so important. We’re also looking at maximizing opportunities in terms of online purchasing.”

“Another key is continuing to be progressive,” said Peacock, who is proud Parry was one of the first automotive parts distributors in Canada to computerize in 1981. “We want to continue to offer diversified products and services to meet the needs of our wholesale clients and to support them with training to help them continue to be progressive.”

Parry Automotive is located at 84 Dunedin St. For more information, call 705-325-1345 or visit parryautomotive.com.

PHOTO:
Susan Peacock, left, and Steve Van Kessel, centre, have taken the reins of Parry Automotive from their proud father, Peter Van Kessel, who began working at the company in 1956. In its early days, Parry focused on engine rebuilding until Peter Van Kessel spearheaded a transition to an automotive parts distributor and helped steer the company through decades of growth before retiring several years ago. However, he still enjoys helping out whenever he is needed.