Looks of shock and confusion are some of Vinnie Lucido’s most favorite customer reactions. In fact, they are looks he has come to love. 

“I love seeing the shock in people's eyes when they walk in and think they are in the wrong spot until they see through the windows … which allows you to see into the shop,” he says with a smile. “It's like, ‘Am I in the wrong spot?’ And then, ‘Oh, wait, this is the auto shop.’”

Accented by Details

Crystals, candles, paintings of sunset landscapes, and murals may not be commonplace in every auto repair shop, but at CoAuto in Reno, Nevada, they set the stage for a memorable experience.

CoAuto is short for Community-Conscious Auto Care, and it is hardly lacking local presence—or personality. In fact, Lucido says, the entire shop model was designed around integrating with the community and welcoming guests to learn about their operation through five different community-outreach programs.

“I’ve always loved being a part of the community and wanted the shop to be a part of it as well,” notes Lucido, who began the shop with his brother before becoming the sole owner in 2020.

The 7,000-square-foot shop boasts seven lifts, four open bays, and an alignment rack where a manager, two service advisors, four technicians, a quality-control specialist, and a bookkeeper enthusiastically wait on customers who are encouraged to check out local artists’ most recent creations, which are staged throughout the waiting room.

“It feels really clean, and we have local art displayed,” Lucido explains. “Every quarter, we do a rotation of the art, so it's ever changing and feels new and vibrant.”

Auto Shop Meets Art Gallery

Among the barstools and bright orange art-deco chairs that perfectly mimic the shop’s color scheme, rows of paintings line the walls while potted plants give the waiting room vibrance and the relaxed feel of a coffee shop. While there are no baristas to take your order, Lucido says, employees may offer to whip you up an espresso or latte with any variation of almond, oat, or whole milk—all complimentary while you wait for “your most prized possession” to be handled with care.  

Lucido intended for the shop—which was named VISION’s Facility of the Year in 2018—to change the perception of auto repair facilities.  

“I wanted to be an auto repair facility that stretched the limits,” he notes. “I wanted to create this place and this ambience that was enlightening for everybody that comes in.”

Enjoyable Energy

In the bays, the playful mood continues with murals painted by local artists. Although safety, precision, and auto repair are still top of mind, there’s nothing that says it can’t be done under the watchful eye of a giant dragon, a UFO, or a skull with wrench crossbones. Lucido adds the playful elements are all with the intention of creating a culture that encourages employees to enjoy working.

“I wanted the staff to feel like they work at the coolest job in the world and that it's fun to come to work,” he notes. “We have a very light-hearted, fun culture, and with the murals and the paintings and the vibe that we've created, it just induces this fun atmosphere, and that atmosphere really just evolves all the way through your repairs.”

Service Beyond the Repair

When it comes to service, Lucido ensures every vehicle gets the same attention to detail, which is punctuated by a quality-control specialist who cleans all the windows, wipes the dash and vacuums each vehicle before it’s returned to the owner “just because it's part of the experience.”

And since the name of the game is community, not every customer walks through the door for auto repair, Lucido explains. Some might just stop in for a cup of coffee—or two. Or to check out the latest creations from the local artisans.

“Ultimately, the idea of starting a shop with art and murals—everything we're doing—was to create community in an auto repair shop,” he says. “And it's working.”

That philosophy has helped CoAuto stand out not only for its atmosphere, but also for its performance, generating $1.8 million in annual revenue while continuing to challenge traditional expectations of what an auto repair shop can be.