It is very much a family affair at Parker’s Auto World.
The Pembroke garage is run by father and daughter team Wilfred Parker and Felica DeRoza and they pride themselves on the their customer care and attention to detail.
Mr Parker opened the garage six years ago, after devoting more than 30 years of his working life to Bermuda Motors.
He started off as the ‘body man’ concentrating on bodywork repairs and maintenance but this soon expanded to general mechanical work, servicing and also paintwork to meet customers’ demands.
In 2009 Ms DeRoza joined her father in the business to help run the administrativeside. She said: “The business was doing well but my dad needed someone to help organize and keep everything going.
“I have my own business too, but I thought that if you cannot rely on your family for help then who can you rely on.
“I grew up around cars and engines as a child and I just saw there were certain areas my father needed help in.
“I am an only child so naturally I wanted to help.
“He is still very much the man on the floor and deals with the day-to-day running of the body shop and the garage.
“I have made advancements to the business in other areas.
“I am also certified in Estimation and Collision Requirements so I can help customers in that way too.
“Now I have embarked on a mechanics course so I can better understand the processes I am seeing on a daily basis.”
Parker’s Auto World is tucked behind the old HWP warehouse that burned down last year.
The best way of getting to it is either travelling through the Bakery Lane industrial estate from town or taking a left after you pass the Western Stars Club on St John’s Road.
The garage is open 8am to 5pm, Monday to Friday, and now offers everything from bodywork repairs to welding.
Its service department deals with everything from tyres to collision work and it will also do your TCD test for you.
The garage has one full-time mechanic, an apprentice mechanic, two ‘body’ men and a painter.
Ms DeRoza said: “We try and go out of our way to help our customers.
“If we can we will pick up their cars for TCD tests and if we can we will do call- outs for damage estimates.
“Customer service is very much our focus and being able to accommodate our customers who are not able to get their vehicles down to us.
“We always try to explain to our customers why work has to be done, even if it’s just a case of showing them their old brake pads and pointing out the wear and tear. It helps the customer to understand why we have done what we have done.
“We offer twice-yearly services to most of our customers, but prices vary obviously depending on the vehicle and the type of work that needs to be carried out.
“We rely on word of mouth and so it is important we treat every customer with the same respect.
“We are a small family company, but we have the expertise to do a lot of different processes.”
Parker’s Auto World also provides help to people considering the purchase of a secondhand car.
Ms DeRoza says that secondhand car purchases have become very popular in recent times due to the economic recession.
She added: “We have found this has become a popular service in the current economic setting.
“We are happy to look at cars for people who are considering buying a
“That way they can be confident about what they buy and we can tell them what work will be needed on the car.
“We effectively provide the people who come to us with a report at the end, setting out recommendations on how the car will perform.”
If you want to find out more about Parker’s Auto World you can call Ms DeRoza on 292-3236 or email the business at email@example.com