Customer Education, Equipment, Calibration Challenges: A Panel Discussion
Joel Adcock hosts a roundtable with three experienced ADAS calibration technicians—Mark Bruno (ADAS Calibrations of Florida), Brandon Miller (Miller Diagnostics, St. Louis), and Michael Frangione (Essential Auto, Ottawa)—to discuss the realities of running calibration businesses, educating shops that still operate on "no lights, no problem," and why buying equipment doesn't automatically make calibrations profitable.
All three came to ADAS from different angles: Mark owned a collision shop for 20+ years before selling and opening dedicated calibration centers in 2023. Brandon started with a glass company 10 years ago, worked for Autel and Launch, then went independent three years ago (and co-owns the ADAS Network). Michael grew up in the collision industry (his family runs nine locations in Ottawa) and started Essential Auto to give shops a trusted alternative to dealership-only calibrations.
What we discuss:
- Shops still resisting ADAS calibrations: "Insurance won't pay for it" and "No lights, no problem"
- Why new estimators and managers need re-education when they join existing accounts
- The difference between being able to do calibrations versus knowing when they're actually required
- OEM position statements: how shops miss critical updates and create liability gaps
- Space requirements for static calibrations (vehicles with trailers, alignment racks, environmental conditions)
- Equipment sales pitches versus reality: $100,000 investments collecting dust in corners
- Why teaching a porter or detailer to run calibrations usually fails
- Dedicated space and dedicated personnel requirements for in-house operations
- Real failure scenarios: spending six hours on a single calibration
- How shops that bought equipment often sell it within a year and return to sublet partners
- Consumer awareness: explaining ADAS to customers who don't understand what's on their vehicles
- Real-world save stories: Michael's automatic emergency braking stopping for a cyclist he didn't see
- The insurance question: why calibrations are required regardless of whether lights are on
- Building relationships with sublet providers before buying equipment (don't burn bridges)
- ADAS technicians as specialists parallel to collision repair technicians (both are experts in different domains)
Mark emphasizes that equipment vendors sell tools and stands, but don't prepare shops for the diagnostic realities of failed calibrations or space constraints. Brandon notes that his biggest push in 2026 is reaching holdout shops that still think lights determine calibration needs. Michael stresses consumer education and liability—shops need to explain why calibrations matter, not just add line items to estimates.
The panel agrees: ADAS is here, vehicles are getting more complex, and shops need trusted calibration partners whether they're subletting or building in-house capability. Education remains the biggest barrier—both for shops and consumers.
Guests:
Mark Bruno, ADAS Calibrations of Florida
Brandon Miller, Miller Diagnostics (Co-Owner, ADAS Network)
Michael Frangione, Essential Auto, Ottawa
Host:
Joel Adcock, Revv
Resources:
Learn more at revvhq.com
Creators and Guests
