Fourth Generation Auto Services Opens on East Avenue

Bill Simpson really loves fixing cars, but he almost quit the business that he had worked in for more than half of his life.

Simpson, 35, started working on cars when he was just 13 years old. His Dad got him a job at a local gas station where was officially pumping gas and unofficially helping the professional mechanics with small jobs.

After graduating from Mentor High School, he started working as a professional mechanic and landed a job with a national tire shop.

"I got tired of the high pressure sales on customers," he said. "They would say things like 'you have to do this now or your car will break down.' It would make me mad. I really loved working on cars but I started to hate the business."

So earlier this year, Bill decided to take his own skills and open his own full-service car repair shop, Fourth Generation Automotive Services at 8882 East Avenue, off of Hopkins Road. His wife, Tina, runs the office.

Simpson decided he could stand out in the marketplace by offering customers what they're always looking for ---- honesty.

"In this economy, people are keeping their cars longer," said Simpson. "Customers know they need to maintain safe cars but they are always looking for an honest mechanic who can advise them what they should do, what they can wait on and what they can ignore. There is no high pressure and I think people like that."

Fourth Generation Automotive Services is open Monday-Friday 9 to 5 and Saturday 9 to 12.