New Jersey Repair Shop Caters to Female Customers

New Jersey Repair Shop Caters to Female Customers

When was the last time you saw a baby-changing station in the restroom of an auto repair shop? It's part of the effort Honest 1 Auto Care makes to keep the shop friendly to female customers.

In the article, “Middlesex Auto Shop Offers Reliable Repairs,” that recently appeared on, Mark Porcelli, owner of Honest 1 Auto Care in Middlesex Borough, NJ, talks about how he strives to create a family atmosphere at his repair shop. The restrooms are kept clean and he requires his employees to keep a neat, clean appearance.

Below is the article as it appeared on

Middlesex Auto Shop Offers Reliable Repairs

By Jeff Grant
Staff Writer
February 3, 2010

MIDDLESEX BOROUGH — When was the last time you saw a baby-changing station in the restroom of an auto repair shop?

You’ll find one at the facilities inside Honest-1 Auto Care.

"We try to create more of a family atmosphere. We try to make it as easy to do business with us as possible," said Mark Porcelli, who owns and operates the shop at 643 Route 28.

But a baby-changing station?

Porcelli said it’s part of the effort to make the shop friendly to female customers, some of whom might be uncomfortable with taking their vehicle somewhere to be fixed.

The restroom also is very clean and well-equipped. During a recent visit to the garage, its garbage can was lined with a plastic collection bag, its soap dispenser and paper towel machine was full, its walls and floors were spotless, and the room was heated.

The shop also seeks neat, clean employees — no body art, piercings or long hair.

"That type of look is intimidating to female clients," said Porcelli.

Why cater to women?

"They’re making most of the buying decisions in the households these days," he said.

Of course, the core of the business’ mission is fixing cars. In that vein, Porcelli said, Honest-1 also seeks to be friendly.

"We bring consumers out to explain what’s wrong, give them their options and potential consequences if they decide to forego repairs at that point," he explained.

Honest-1 also tries to offers same-day service.

That neat appearance extends to the work area, where tools are organized and kept in their proper trays when not in use, and the floor is kept clean — free of large grease stains or debris.

To read the rest of this article, visit the website at


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