Born and bred in Far North Queensland, Angelo De Maria has been committed to his community and his business for more than 30 years. Today, along with his wife Teena, Angelo lives and breathes their business, Advanced Auto Electrics and Mechanical in Innisfail.

Words & Photos: Lara Wilde

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Angelo, how did your career in the Automotive Industry kick off?

ADM: In October 1988, I had the opportunity to do a job week, which is similar to the current work experience. The job week was with Ralph Saunders, who kept me on until Christmas that year and then started me as an apprentice auto electrician in January of 1989. I finished my apprenticeship in January of 1993 and kept working for Ralph until April 1997.

What was your next move after leaving your mentor?

ADM: My time with Ralph not only gave me a skillset in the industry but also the confidence to start my own business.

My first business was De Maria Auto Electrics in Innisfail, which went very well but was stressful. While I felt very competent as a tradesman on the tools, I did not feel nearly as competent as a first-time business owner. Soon the lure of a regular pay cheque from the mines meant that I closed the doors.

So, from employee to business owner to employee. When did you decide to give being a business owner another go?

AMD: Working in the mines was good.

The work was solid, the money was consistent and there were plenty of opportunities. In 2004, Teena and I joined forces and in 2005 we bought Morris Auto Electrics in Innisfail. Being partners in the business has made a huge impact on the quality of our family life. As business owners we had the flexibility to attend school camps and sporting events for our five children.

What is the biggest difference between the success of this business and the failure of your first business?

ADM: Teena. When Teena and I first met she was a full-time mum with no experience running a business. In our partnership, Teena quickly stepped up to take on the administration of the business. Today, she manages the business across all aspects – negotiating the best price for stock, handling employees, taking care of our marketing and branding, and running the day-to-day activities in the office.

How much has changed in the business since you bought it?

AMD: The current business is almost unrecognisable from the Morris Auto Electrics we bought 15 years ago. The original business had a prime location and the reputation of Mr Morris provided plenty of good will with the sale of the shop. We sank our teeth into the business, driving it to provide for our family and contribute to our community. And we changed the name to Advanced Auto Electrics and Mechanical as Mr Morris had retired so it was no longer relevant to keep the old name. We chose a generic name that would encompass all that we do. In 2017 we relocated to our current location at 59 Grace Street in downtown Innisfail.

What changes have you made to the current premises?

ADM: The building has been heavily modified to meet environmental standards. We installed pits and additional drainage facilities to accommodate the disposal of oils and other fluids safely. We also added a floor upstairs and built up embankments to negate local flooding and adverse weather conditions.

What staff do you currently have employed?

ADM: Our staff are wonderful, and we currently employ two mechanics, four auto electricians and two office staff. Teena manages all the administration and day-to-day running of the office while I manage the staff in the workshop on a day-to-day basis and oversee their training.

What is your view on training staff?

ADM: I really value the opportunity to train staff from the beginning. I prefer to start them as an apprentice from the first day rather than inheriting an apprentice who started their trade with someone else. I invest a lot of time and energy in my staff and I value their training.

Many of the auto electricians in the region were trained by me and now have successful businesses of their own and I would rather have well-trained staff who leave to start their own business than have poorly trained staff working in my shop. Since I began my first business in 1997, I have put 13 people through their trade and in 2021 I will be looking to start a new auto electric apprentice.

What are you doing to prepare for the electric vehicle market?

ADM: We have not seen the electric vehicle market impact our business at all yet – there is one Tesla in town, I think. We are considering how best to train our staff for them and are looking at how we will need to adapt our business to service electric vehicles.

What do you do to market your business?

ADM: After 15 years in the community we don’t do any marketing activities.

We do have a Facebook page but it is not very active. Advanced Auto Electrics and Mechanical relies entirely on word of mouth to drive new business. We find our best advertising is satisfied customers who tell their friends.

Do you do any activities to raise your profile in the community?

ADM: We sponsor a lot of community activities. Our main passion is the Coconut Outriggers Canoe Club, but we also sponsor the Innisfail United Soccer club and the local Motocross. We host committee meetings in our boardroom, we attend events and we provide financial support.

What are the main benefits of being an MTA Queensland member?

ADM: The day that we took over Morris Auto Electrics in 2005 we became members of MTA Queensland. It has been great to have access to the resources offered by the Association, particularly the legal advice.

I think MTA Queensland membership also gives our customers confidence that we deliver a certain standard of service and that they can trust us as professionals.

Source: Motor Trader E-magazine (September 2020)

15 September 2020