SAN FRANCISCO—The San Francisco International Auto Show came and went two weeks ago. This year, the major automakers showcased their latest offerings, from a hybrid VW Taureg to an entry from Fiat called the 500C, which promises to be a competitor to the well-established Mini, among other compact cars.
After touring the show and seeing most of what the various manufacturers had to offer, looking for gems, I got off the beaten path and entered the aftermarket world of, collectors, hot-rodders, and car enthusiasts. The Academy of Arts University’s classic car exhibit was impressive. There I encountered vintage AMGs, Aston Martins, and Bugattis.
After touring the show and seeing most of what the various manufacturers had to offer, looking for gems, I got off the beaten path and entered the aftermarket world of, collectors, hot-rodders, and car enthusiasts. The Academy of Arts University’s classic car exhibit was impressive. There I encountered vintage AMGs, Aston Martins, and Bugattis.
Another impressive exhibitor was Topline Automobile. The first things about Topline’s exhibit that caught my eye were the two racing Porsches in the room. A quick glance around revealed other exotics: a Porsche GT3, a Ferrari Superamerica, and a 1958 Chevy Corvette, among other beautiful cars. I asked owner Zim Gwee to tell us more about his shop.
The shop opened its doors in 2000 in Burlingame. Owner Zim Gwee said that at first, he worked alone but that later he had become so busy with customers, he had to hire more workers. Now he has a team of around seven technicians plus a car detailer. He also has an office and sales staff.
The shop opened its doors in 2000 in Burlingame. Owner Zim Gwee said that at first, he worked alone but that later he had become so busy with customers, he had to hire more workers. Now he has a team of around seven technicians plus a car detailer. He also has an office and sales staff.
Mr. Gwee says he has always done business his own way. He does not operate based on the idea of competing with others but rather on what he considers to be best for his clients. He considers he, himself to be the competition. He stated that he always has to improve himself in terms of the service he provides. Therefore, he has to keep his technicians updated so they can do a better job for their customers. For this reason they get new cars coming in for service, since Topline always keeps up with the industry’s trends.
At $400 to $800 per class, Topline’s technicians are kept up to speed, so to speak, on the latest specifications in development and design, from hybrid systems to GM engines. Topline services all cars, from U.S. made to Japanese imports to Ferraris, although they tend to be more specialized in European models such as BMW, Mercedes Benz, Porsche, and Audi. Their technicians also service Acura, Infiniti, and Toyota, among others.
In addition to being directly trained, for example, by Mercedes and BMW, Topline’s mechanics also receive training from aftermarket parts dealers like Bosch who also directly supply parts to Mercedes Benz and other European automakers. According to Mr. Gwee, his technicians have received training on model years 2010 and 2011, so they can already repair newer cars with a check engine light on, for example. They can diagnose new cars’ suspension problems, or track down the cause of a noise.
At $400 to $800 per class, Topline’s technicians are kept up to speed, so to speak, on the latest specifications in development and design, from hybrid systems to GM engines. Topline services all cars, from U.S. made to Japanese imports to Ferraris, although they tend to be more specialized in European models such as BMW, Mercedes Benz, Porsche, and Audi. Their technicians also service Acura, Infiniti, and Toyota, among others.
In addition to being directly trained, for example, by Mercedes and BMW, Topline’s mechanics also receive training from aftermarket parts dealers like Bosch who also directly supply parts to Mercedes Benz and other European automakers. According to Mr. Gwee, his technicians have received training on model years 2010 and 2011, so they can already repair newer cars with a check engine light on, for example. They can diagnose new cars’ suspension problems, or track down the cause of a noise.
Most customers come from referrals. Some others find out about the shop through car shows. The majority of Topline’s customers are in the Bay Area, although there are also customers who go there from as far away as Reno, Nev. If the owners are from out of town they can usually drop their cars off and there is a car rental place next door where they can obtain a car for the duration of their service.
A carrier normally transports expensive cars to the shop. Customers for racing cars like the Porsches have their own special carriers that they use. For sport cars such as Corvettes and Ferraris, Topline uses a flatbed and the client usually pays for the transportation. For car shows such as this one in San Francisco, Topline arranges its own transportation.
Topline manages to retain many customers for the long term because, as Mr. Gwee states, “We are a one-stop shop.” According to Mr. Gwee, not many shops, in fact not many dealers in California can make this claim. “As an example,” he said, “You can go to Topline for an oil change, tires, alignment, check engine light, suspension, a leaking sunroof, a chipped windscreen … even a ding can be fixed in house. If your car has a scratch, we can fix that. If you want it to go faster, we can do that … people call me the Car Doctor.”
Mr. Gwee describes himself as energetic, honest, and ready to offer help. He comes from a large family: he is the 17th son of 19 siblings. He has about eight brothers and sisters here in the U.S. involved in various businesses, while the remaining siblings are in Malaysia, also involved in business. He attributes his character to having grown up in such a large family. Mr. Gwee believes that in doing business or in friendship, one should always be ready and willing to offer help, since one never knows when one would also need help.
A carrier normally transports expensive cars to the shop. Customers for racing cars like the Porsches have their own special carriers that they use. For sport cars such as Corvettes and Ferraris, Topline uses a flatbed and the client usually pays for the transportation. For car shows such as this one in San Francisco, Topline arranges its own transportation.
Topline manages to retain many customers for the long term because, as Mr. Gwee states, “We are a one-stop shop.” According to Mr. Gwee, not many shops, in fact not many dealers in California can make this claim. “As an example,” he said, “You can go to Topline for an oil change, tires, alignment, check engine light, suspension, a leaking sunroof, a chipped windscreen … even a ding can be fixed in house. If your car has a scratch, we can fix that. If you want it to go faster, we can do that … people call me the Car Doctor.”
Mr. Gwee describes himself as energetic, honest, and ready to offer help. He comes from a large family: he is the 17th son of 19 siblings. He has about eight brothers and sisters here in the U.S. involved in various businesses, while the remaining siblings are in Malaysia, also involved in business. He attributes his character to having grown up in such a large family. Mr. Gwee believes that in doing business or in friendship, one should always be ready and willing to offer help, since one never knows when one would also need help.
Topline Automobile has been participating in the San Francisco International Auto Show for the past seven years. “We have brought in aftermarket tuning, stereos, wheels, suspension packages, and custom paint. The show’s hosts now know that these are among the things customers want to see every year. So every year, we have been invited,” said Mr. Gwee. They were the first aftermarket team invited to participate in the new-cars-only manufacturers’ auto show.
“We feel like part of the family now since we have worked well with them over the years,” he continued. “Here in the Aftermarket Room, people can see cars most of them have never seen [up close] before. They can see cars like a Mercedes Benz with a body kit, or a 700-horsepower Lamborghini Diablo. So people are now becoming aware of what Topline can do for their vehicles.”
“The future is changing,” said Mr. Gwee, “The way cars are serviced is also changing. Now there are electric cars; we brought a Tesla to the show. Some cars are now advertised as being maintenance free; some need maintenance only after 50,000 miles or even 100,000 miles.”
In Mr. Gwee’s view, although the ads may state that the car is maintenance free, this does not necessarily mean that the tires and brakes are safe every day. “I advise anyone out there who drives to perform a safety check on their car every six months or at least every year. That’s why we are here. Every car that comes in is given a 100-point checkup. We check the tires, brakes, and we also verify that there are no major leaks.” “A safe car,” he continued, “is more important than anything else that we can do for the customer.”
“The future is changing,” said Mr. Gwee, “The way cars are serviced is also changing. Now there are electric cars; we brought a Tesla to the show. Some cars are now advertised as being maintenance free; some need maintenance only after 50,000 miles or even 100,000 miles.”
In Mr. Gwee’s view, although the ads may state that the car is maintenance free, this does not necessarily mean that the tires and brakes are safe every day. “I advise anyone out there who drives to perform a safety check on their car every six months or at least every year. That’s why we are here. Every car that comes in is given a 100-point checkup. We check the tires, brakes, and we also verify that there are no major leaks.” “A safe car,” he continued, “is more important than anything else that we can do for the customer.”
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