21-07-2025
Why Body Shops Need To Think Like Tech Companies
Brunno Moretti—President, ADAS Solution at Ascential Technologies.
The modern vehicle is no longer just a mechanical object; it's a rolling, interconnected software system. Behind every windshield and fascia are cameras, radar modules, ultrasonic sensors and dozens of control units with millions of lines of code that govern how the car sees, thinks and reacts.
For body shops, this means the job no longer ends with fit and finish. It now includes verifying that a camera's field of view is unobstructed, a radar is properly aimed and all systems return to OEM-specified functionality after repair.
A 2024 report published by the Partnership for Analytics Research in Traffic Safety suggested that 90% of new vehicles in the U.S. have some level of advanced driver-assistance system (ADAS), making proper calibration an industry-wide imperative. Improper or skipped calibrations are already resulting in insurer pushback and post-repair litigation.
From Tools To Tech: The Rise Of ADAS Calibration And Diagnostics
As ADAS features become more sophisticated and widely adopted, post-repair calibration has moved from a niche service to a critical workflow. This requires specialized equipment, controlled environments and, most importantly, a technician mindset grounded in precision and systems thinking.
Software diagnostics and calibration procedures are now just as essential as refinishing techniques. The average shop interacts with more vehicle software in a day than it did in a month a decade ago. OEM-specific scan tools, proprietary procedures and sensor alignment requirements add layers of complexity that can't be managed with guesswork. They demand discipline, documentation and repeatable processes, which are the hallmarks of a tech-driven operation.
Lean Thinking In A Collision-Centered World
To keep pace, forward-looking shops should be adopting lean methodologies—long proven in manufacturing and software—and tailoring them to the unique challenges of automotive repair.
Lean isn't just about cutting costs; it's about eliminating waste in the form of rework, wait time and overprocessing. In the context of ADAS and diagnostics, this can mean implementing standard operating procedures (SOPs) for calibration workflows, using visual work instructions to improve technician consistency and reducing cycle time through dedicated calibration zones or mobile calibration rigs.
A Techam case study found that applying lean concepts to workflows resulted in a 30% increase in capacity and measurable increases in quality, efficiency and employee morale. When lean principles are layered on top of digital infrastructure, they can transform calibration from a bottleneck into a scalable, revenue-generating process.
Rethinking The Role Of The Technician
The technician of the past worked primarily with physical tools, but today's technician must also navigate software interfaces, understand systems diagnostics and maintain strict adherence to digital repair procedures.
Shops are beginning to invest in cross-training programs and career path development that reflect this new hybrid role. For example, I-CAR now offers specialized ADAS calibration courses to help bridge the skills gap between mechanical and digital expertise.
This evolution reflects the reality that software is now part of every repair, and the technicians who embrace that shift will be the most valuable employees on the floor.
Building A Tech-Forward Business Model
Tech companies don't just operate differently; they think differently. They build scalable processes, integrate platforms and embrace the value of data.
Shops that adopt this mindset should be exploring:
• Diagnostic subscriptions and calibration-as-a-service models that help reduce upfront investment and smooth out revenue cycles.
• API integrations with fleets and insurance carriers to streamline authorizations and estimate reviews.
• Data analytics for tracking calibration accuracy, technician efficiency and process compliance.
However, mindset alone isn't enough. To compete at this level, shops must also invest in high-tech equipment, especially for ADAS calibration. A report published by Motor noted that static and dynamic calibration procedures require advanced tools and tightly controlled conditions, and those that fail to meet OEM specs may face denied reimbursements or liability claims.
Advanced systems like laser-guided targeting platforms, computer vision-based alignment tools and multi-OEM calibration bays are business enablers. With the right tools and lean workflows, shops can complete more calibrations per day, improve accuracy and generate more revenue per repair.
According to Verified Market Reports, the ADAS calibration service market is projected to reach $3.5 billion by 2033, growing at a compound annual growth rate of 12.5% from 2026 to 2033. This is driven by the rapid adoption of semiautomated driving systems. For shops that move quickly, this is a once-in-a-generation revenue opportunity.
In this model, technology is a profit engine. Like any scalable tech business, success comes from investing early, optimizing continuously and operating with data at the core.
The Road Ahead
Collision repair is now a digital service business built on precision, process and platform thinking. Shops that recognize this shift and retool their operations accordingly will lead the next wave of automotive innovation.
In the end, the difference between a shop and a tech company won't be found in the tools they use but in how they think about every repair, every system and every technician as part of a larger, leaner, more intelligent ecosystem.
Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify?
