I-CAR elevates Gold Class™ brand to recognize professionalism and training

I-CAR® has elevated its Gold Class™ brand with a new, more sophisticated look to fittingly reflect the industry commitment to training and professionalism that distinguishes Gold Class businesses. The first component of this new branding was recently unveiled with the distribution of I-CAR’s new Gold Class plaques to select collision repair and insurance operations.

“As the collision repair industry has evolved over the years, so has its commitment to ongoing training and professionalism,” said John Van Alstyne, I-CAR CEO & President. “Our elevated Gold Class branding reflects this evolution and the superior commitment and achievement in training required of today’s businesses that earn the Gold Class designation.”

Only 10 percent of collision repair facilities can currently claim Gold Class status, which is achieved through rigorous training in I-CAR’s flagship Professional Development Program™. To become Gold Class, a collision repair business must have staff onsite possessing I-CAR Platinum™ training status across the four key collision repair roles: Refinish Technician, Steel Structural Technician, Non-Structural Technician and Estimator. These skills cover the critical competencies typically required for a complete and safe collision repair. To retain Gold Class status, a collision repair business must continue annual training for all individuals involved in the collision repair process, with the four key roles maintaining Platinum status. For an insurance business, Gold Class status is awarded based on defined levels of ongoing training among the company’s Auto Physical Damage Appraisers.

“The elevation of the Gold Class brand is a way to increase the visibility of Gold Class businesses to consumers and highlight the real investment and commitment these businesses make,” said Ann Gonzalez, Senior Marketing Director for I-CAR. “By looking for the Gold Class brand, consumers can make informed decisions regarding the collision repairs that affect their vehicle and personal safety.”

With the branding change, I-CAR has also eliminated the historic Gold Class renewal fee, and no longer charges for Gold Class plaques, both reducing costs for Gold Class businesses. The new Gold Class plaques are property of I-CAR and must be returned if a business’ Gold Class status expires, giving consumers confidence they can rely on the Gold Class symbol. The new plaques also acknowledge cumulative achievement of Gold Class status for the milestones of 5, 10, 15 and 20 years to further inform consumers of the longstanding commitment a business has made to ongoing training, professional development and maintaining knowledge that contributes to complete and safe repairs.