Birchwood Collision Centre

What Birchwood Collision Centre does

Birchwood Collision Centre is a privately held, multi-site collision repair operator based in Winnipeg, Manitoba, operating as the dedicated collision-repair arm of the Birchwood Automotive Group (founded 1963). The business was established in 1999 with the Pointe West AutoPark location, expanded to Regent Avenue in 2006, and added a third site in Headingley in January 2023, giving it three locations across the Winnipeg metropolitan area. Services span conventional collision repair (structural, frame, and refinish work), hail damage and paintless dent repair (PDR), paint, and glass replacement, supported by an in-house Enterprise Rent-A-Car loaner partnership.

The repair operation holds I-CAR Gold Class certification and is a Manitoba Public Insurance (MPI) Direct Repair Facility, with OEM certifications spanning 16+ brands including BMW, MINI, Jaguar, Land Rover, Volvo, Lexus, Infiniti, Chrysler, Ford, GM, Honda, Hyundai, Nissan, Kia, Toyota, and Volkswagen. Revenue is generated primarily through insurer-driven repair work (MPI as the dominant Manitoba auto insurer), OEM franchise referrals, and retail consumers, with throughput tied closely to local accident frequency and weather events such as the recent Manitoba storm that produced approximately 20,000 MPI hail claims.

The company employs over 100 team members across its three locations and operates without publicly disclosed financials. Its competitive positioning rests on multi-site coverage, OEM and I-CAR credentialing, integration with Birchwood Automotive Group's dealer ecosystem, and dedicated event-response capacity for hail and storm-damage surges.

Name

Birchwood Collision Centre

Legal name

Birchwood Collision Centre

Website

https://birchwoodcollision.ca

Company type

Private

Founded year

1999

Operating status

Operating

Short description

Birchwood Collision Centre operates three Winnipeg-area collision repair facilities as part of the Birchwood Automotive Group, serving Manitoba motorists, MPI, and OEM partners with certified structural, refinish, PDR, and glass repair services.

Ownership category

akta.pro rank

Product category

Automotive Collision Repair Services

NAICS

Automotive Body, Paint, Interior, and Glass Repair (81112), Automotive Body, Paint, and Interior Repair and Maintenance (811121)

SIC

Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

Auto Body Collision Repair (Cars & Light Trucks) (TLAKAEAA)

akta.pro secondary industries

Collision Repair, Bodywork & Paint (Light-Duty) (TLAKAAAK), Frame & Structural Straightening (Unibody/Chassis) (TLAKAEAE), Bumper, Panel & Plastic Repair (Composite/Trim) (TLAKAEAG), Body Shop Mechanical & Suspension Repair (Post-Collision) (TLAKAEAH)

Keywords

• Automotive collision repair
• Vehicle body repair
• Auto glass services
• Hail damage repair
• Paintless dent removal

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Infrastructure, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Glass Repair and Replacement: Windshield chip repairs, windshield replacement, and glass services. Handles MPI glass claims through eGlassClaim program.
2. Hail Damage Repair: Specialized hail repair using paintless dent repair (PDR) and conventional methods. Services provided through dedicated hail repair centres.
3. Rental Vehicle Arrangement: Arrangement of Enterprise Rent-A-Car vehicles for customers during repair process. Rental costs typically covered through insurance Loss of Use coverage.
4. Collision Repair Services: Complete collision repair including body work, frame repair, paint, bumper repair, mechanical repairs, and paintless dent removal. Revenue generated through insurance claims (MPI) and direct customer payments.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Birchwood Collision Centre provides automotive collision repair services, including bodywork, frame straightening, paint and refinishing, bumper repair, mechanical repair, paintless dent removal for hail damage, and windshield/glass repair. Services are delivered through three physical locations in Winnipeg and Headingley, Manitoba, with OEM-certified repairs for 16+ vehicle brands and direct repair facility status with Manitoba Public Insurance (MPI).

Product overview

Birchwood Collision Centre operates as a multi-location collision repair service provider offering a unified suite of automotive repair and claims services. The core offering centers on Collision Repair services complemented by specialized Glass Repair, Hail & Paintless Dent Repair, and MPI Claims Processing capabilities. Supporting services include Free Estimates, Rental Vehicle arrangements through Enterprise Rent-A-Car, and Direct Repair Facility access for streamlined insurance claims. The company differentiates through multiple certifications including I-CAR Gold Class, Certified Collision Care, and MPI/Autopac accreditation, along with manufacturer-specific certifications for BMW, Chrysler, Ford, GM, Honda, Hyundai, Infiniti, Jaguar, Kia, Land Rover, Lexus, MINI, Nissan, Toyota, Volkswagen, and Volvo vehicles.

Differentiator

Problem solved

Functional benefit

Products and services

• Collision Repair Complete collision repair services including aluminum and steel body repair, paint, frame repair, bumper repair, paintless dent removal, and mechanical repair using computerized frame straightening, electronic wheel alignment, and down draft spray booths.
• Glass Repair Vehicle glass repair and replacement services including windshield chip repairs and full windshield replacements, with participation in the MPI eGlassClaim program for convenient glass claims processing.
• MPI Claims Processing Manitoba Public Insurance (MPI/Autopac) certified claim repairs with direct repair facility capabilities, allowing customers to book estimates directly with Birchwood Collision for eligible claims.
• Hail & Paintless Dent Repair Specialized hail damage repair using Paintless Dent Repair (PDR) techniques to remove hail dents without traditional bodywork or paint jobs, preserving the vehicle's factory finish, with dedicated hail repair facilities available.
• Rental Vehicle Services On-site Enterprise Rent-A-Car services providing rental vehicles to customers during repair work, with rental costs typically covered through insurance Loss of Use (LOU) or CAP/SAL coverage.
• Direct Repair Facility MPI-accredited direct repair facility allowing eligible customers to skip MPI service centre visits and book repair estimates directly with Birchwood Collision upon receiving an eligible claim number.

Quantifiable outcome

• Multiple dents from hail damage can be repaired using paintless dent repair (PDR), preserving factory finish
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• Enterprise Rent-A-CarcoreStrategic or Co-development PartnerEnterprise Rent-A-Car provides courtesy rental vehicles for Birchwood Collision customers during repair process. With over 7,200 locations in 30+ countries and 12 Winnipeg locations, Enterprise offers car, truck and motorcycle rentals. Birchwood Collision has Enterprise locations at two of their facilities for customer convenience. Rental costs are typically covered through customer insurance (LOU or CAP/SAL coverage).
• Manitoba Public Insurance (MPI)coreStrategic or Co-development PartnerAll three Birchwood Collision locations are accredited Manitoba Public Insurance Direct Repair Facilities. MPI directs policyholders with eligible claims directly to Birchwood for repair estimates. This partnership allows customers to skip the MPI service centre visit for initial estimates on qualifying claims. Birchwood is also an MPI eGlassClaim participant for convenient glass repair registration.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Boyd Group Services Inc. Boyd Group is the largest Canadian operator of collision repair facilities (Boyd Autobody & Glass) and the most direct competitor — publicly listed multi-shop collision chain with national geographic reach, OEM certifications, and DRP relationships with major Canadian insurers including MPI equivalents.
• Fix Auto World: Fix Auto is a major North American collision repair franchise network with hundreds of locations across Canada and the US; directly comparable on OEM-certified collision repair, DRP relationships, and multi-shop operating model.
• CSN Collision Centres: CSN is a Canadian collision repair network with hundreds of independently-owned locations offering OEM-certified, insurance-DRP services; directly comparable as a multi-shop Canadian collision competitor pursuing similar DRP and OEM-certification strategy.
• CARSTAR Auto Body Repair Experts: CARSTAR is a North American franchise network of independently-owned collision repair facilities, with significant Canadian presence; directly comparable on DRP relationships, OEM certifications, and the multi-shop operating model.
• Craftsman Collision: Craftsman Collision is a Canadian multi-shop collision repair chain based in Western Canada with OEM certifications, I-CAR Gold Class standards, and insurance DRP relationships; comparable to Birchwood as a similarly-positioned regional Canadian operator.

Broad incumbents

• Caliber Collision: Caliber is the largest US collision repair chain with thousands of locations; serves as the broad North American incumbent benchmark for OEM-certified, DRP-driven collision repair at scale, though US-focused.
• Maaco: Maaco is a large US-based paint and body shop franchise network; comparable on the collision/paint business model and franchise-driven multi-site scaling, though predominantly US and more paint-focused than full-service collision.

Regional players

• Service King Collision: Service King is a large US collision repair chain with hundreds of locations; comparable on DRP relationships, OEM-certified repairs, and multi-shop operating model, though US-only with no Manitoba/Canadian footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks2 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/BirchwoodAuto
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/birchwood-automotive-group
• Instagraminstagram.com/birchwoodauto

Compliance19 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Birchwood Collision Centre