Shop Name: Auto Ace Express Lube & Service Center
Location: Superior, Wisconsin
Owners: Alan and Gina Amatuzio
Bay count: 2 quick lube bays, 2 tire bays, and a 3-lift repair center
Staff size: 13
Average Monthly Car Count: 1,000
Based in Duluth, Minnesota, Auto Ace Express Lube was first purchased by Alan and Gina Amatuzio in 2001. Alan’s mother was the previous owner, but at the time she was living in Florida and couldn’t be near their first location in Duluth, Minnesota, on Kenwood Avenue.
Pete Popoe had been working there already under the previous owner, but it wouldn’t be until a year later that he would take his current role of store manager, where he would be instrumental in helping the brand grow.
The business’ newest location in Superior, Wisconsin, was originally a service center called Pete's Tower Service & Quick Lube, which had been in operation since the 1990s. During its run, Pete’s Tower and Auto Ace were both proving themselves to be innovative businesses.
“They were the first quick lube, I believe, here in Superior; and our Kenwood location was the first quick lube in Duluth that had the pit system. They had the in-floor lift,” recalls Popoe.
In 2022, Auto Ace began considering expanding to a second location shortly before the owners of Pete’s Tower decided they would be retiring. It was Popoe who first caught wind of this through one of his oil distributors, leading them to negotiate and eventually purchase the shop in February 2023.
Bringing the ‘Wow’ Factor
Auto Ace revamped the facility’s look from its dated white brick exterior with a red stripe. It now features a red metal siding and black accent colors to match the brand’s image.
Inside is a small waiting area, with chairs by the front counter, a coffee station, and a TV. Customers can see inside the bays to watch their vehicle being worked on.
Though it is a quick lube brand, customers often exit their vehicles as Auto Ace offers vacuuming services. It’s something Popoe says puts them on another level from other oil change shops around.
“It’s kind of one of those things that's a wow factor,” describes Popoe. “You don't see the new oil, you don't see different things; but you can see that, ‘Oh, my floors are clean!’ ”
A Smooth Shop Operator
Inside the shop, Auto Ace keeps things nice and tidy. All the technicians’ tools, such as oil guns and washing fluid, come up from the floor. It’s the opposite of Auto Ace’s setup at its Duluth store, where all the tools come down from the ceiling. The area where the tools are stored divides both bays.
While Auto Ace’s Duluth shop only performs oil changes, their new Superior store is now offering repairs, with a building next door currently being renovated to accommodate three lifts for mechanical repair. The project will free up the two existing bays to focus on lighter maintenance work.
Popoe’s relationships with the industry, as well as his dedication to visiting the shop before taking over to become familiar with the existing team and customers, has taken the new Superior shop straight to success along with its Duluth store.
“It was a pretty smooth transition,” shares Popoe. “I had almost a year [before taking over] and talked to a lot of the customers that they had. And a lot of the customers stayed here and were pretty happy with the transition.”
