On the Rise On the Rise Profiles 2020 On the Rise Profiles

On the Rise: Guido Bertoli

Order Reprints

Guido Bertoli

Manager | Big Discount Tire Pros | Age: 27


What was your first job in the industry?

I started out cleaning the shop floors, taking out the trash, cleaning up wheel weights, setting air pressure. Then I moved into becoming a tire technician, then a service advisor talking with customers, and now I manage one of the busiest shops in California if not the nation.

What attracted you to the industry?

My dad has been in the automotive field for the last 30 years.

What is the biggest challenge you have faced in your career?

Customers, customers, customers. Customers are our lifeblood, but they can be a headache if you start off on the wrong foot. It's all about how things are explained. With proper communication almost any problem can be resolved. I've learned from people's experiences as well as my own mistakes along the way.

Who has had the biggest influence on your career?

My dad. He is my biggest supporter and biggest headache. He makes me want to be the best and build an empire of a legacy.

What is your biggest accomplishment in the industry?

I'm self taught at flashing/updating/re-programming for computers and modules. This is dealership level stuff that no one has taught me. I have done everything from "bricking" a car's computer which makes it unable to start/drive all the way to customizing the ECU calibration files for flashing to the latest software. Dealerships do not offer any helpful documentation on this. You are normally taught by someone else who has done it, not to mention every manufacturer has a different software/process to complete. I am also a licensed Vehicle Security Professional with the National Automotive Service Task Force (NASTF). I have also reset a TPMS light on a Lexus SC430 without a factory scan tool, multiple times. This is the hardest car on the planet to reset. I love a challenge, especially if it has to do with computers and cars.

Related Articles

On the Rise: Al Klinge

On the Rise: Jenn DeChico

On the Rise: TJ White

You must login or register in order to post a comment.