ATRA

If you’ve ever wondered how automatic transmission standards and definitions came to be, you probably wouldn’t envision informal conversations and good-natured banter to be the driving force behind it. The fact is, ATRA formed slowly by one shop owner sharing knowledge with another, and that information disseminated through one shop to another, and so forth.

As new members joined the association, ATRA officially filed to incorporate in September 1966.

As the organization slowly grew, it identified a need to employ a professional technical expert, which eventually developed into a large Technical HotLine it is today; however, a technical expert in the 1960s and 1970s wasn’t enough to compete with an explosion of competitor franchise total car care facilities.

ATRA’s president, Mike King, knew the organization needed to set itself apart from the competition. He developed the ATRA Golden Rule Warranty, which included guidelines for how ATRA members would warranty work performed by other ATRA members, including pricing standards. The warranty proved to be a golden ticket for ATRA’s success. Soon after introducing the Golden Rule Warranty, membership surged between the United States and Canada.

In 1988, the technical enterprise developed into a department working from the ATRA home office. Today, the department answers hundreds of technical calls each day, writes technical articles, and conducts seminars both online on Expo floors.

Many ATRA members pride themselves in being part of the association that created the quality and standards many follow and live by today.

http://www.atra.com/

ATRA, 2400 Latigo Avenue, Oxnard, CA 93030,
(805) 604-2000, 866-GO-4-ATRA

The Torque Converter Rebuilders Association, TCRA, is a professional non-profit organization formed for the betterment of the converter rebuilding industry.