The Followup File: Poly graduate helps Rizzoli’s go modern

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Name: Kyle Rizzoli Job: General manager Business: Rizzoli’s

Automotive

What he said then: Last summer, The Tribune profiled Kyle Rizzoli, a Cal Poly graduate who became general manager of his family’s business.

With 18 employees, Rizzoli’s Automotive was servicing about 400 cars a month at San Luis Obispo and Santa Maria locations. At age 12, Rizzoli started washing cars there. He’s the third generation to lead the company his grandfather founded in 1976.

What he says now: Rizzoli has concentrated on rebranding, advertising and more efficient use of technology. Rizzoli’s Automotive has a new logo and uniforms, plus new commercials and a Web site. He updated the computer systems and places orders online, reducing the need for office staff. The company now employs 15 people.

The two locations have serviced between 405 and 420 cars in recent months. “When the economy gets bad, our industry doesn’t get hurt by it.” People keep cars longer, he said, and maintain them to save gas.

He’s on the “green marketing” bandwagon and has run campaigns encouraging residents to maintain cars to reduce their emissions and fuel use. It’s “almost a civic duty to educate customers,” he said. “It actually will help the world and help the environment. You don’t have to buy a Prius or a scooter.”

But with more hybrids in San Luis Obispo, he sees a need to keep technicians educated and equipped with the latest tools. “It’s nice to have young, fresh minds that are willing to go out and learn about those technologies,” said the 24- year-old, who felt he had to earn the respect of his older employees.

Customer service has been a new challenge for the mechanical engineering major.

“We’re here as problem solvers,” he said. “They don’t teach us anything about the human factor. Humans are the hardest variable to deal with.” His approach is to be upfront and keep communication open, he said. Meanwhile, his peers harass him because he’s at work “7 to 7.”

“It’s not easy,” Rizzoli said. “When you’re helping out the family, there’s a tremendous amount of satisfaction.”

—Raven Railey