Earl Scheib

Earl Scheib

Company type	Private
Industry	Automotive repair
Founded	1937 in Los Angeles, California, United States
Founder	Earl Scheib
Defunct	2010
Headquarters	Los Angeles , United States
Area served	United States (23 states)
Products	Automotive repainting, collision repair, custom paintwork, pinstriping
Parent	Kelly Capital LLC (from 2009)

Earl Scheib was a business focused on affordable automotive repainting and collision repair services, operating across 23 states in the United States.

Company history

The enterprise was launched in 1937 in Los Angeles by Earl Scheib (1908–1992) and saw significant growth following the conclusion of World War II. By the year 1975, the company managed branches it owned directly in both Germany and England, while also producing its own line of paint through a fully owned subsidiary.

Earl Scheib, originally from San Francisco, relocated to Southern California at the age of ten. After completing his education at Los Angeles High School without attending college, he started working as a gas station attendant before eventually owning his own station. The demand from customers for vehicle painting services prompted him to open the inaugural Earl Scheib Paint and Body shop in 1937 at the intersection of Pico and La Brea in Los Angeles. His approach to business highlighted diligence, timeliness, and maintaining modest profit margins.

The paint formulations developed exclusively for use in Earl Scheib's repair facilities were also marketed to original equipment manufacturers and architectural firms, underpinning the company’s vertically integrated business strategy.

Advertising

During the 1950s, Scheib expanded his operations nationwide by leveraging cost-effective television advertisements to market his auto painting services. His well-known promotional line, "I'm Earl Scheib, and I'll paint any car, any color for $29.95. No ups, no extras," became a widely recognized slogan across the country. Due to inflationary pressures, this advertised price increased to between $39.95 and $59.95 by 1974 and reached $99.95 during the 1980s. Notably, Scheib was one of the earliest founders to personally act as his company’s spokesperson, taking charge of creating, scripting, and starring in commercials to establish an authentic rapport with potential clients.

He skillfully managed advertising placements by timing commercials during pivotal moments in popular television programs to enhance viewer engagement. His advertisements were broadcast on both television and radio in more than 100 cities until his passing in 1992. Although he maintained a strong public profile, Scheib reportedly preferred not to be on camera. The brand further benefited from mentions on Johnny Carson’s show throughout the 1970s and 1980s, which helped increase its market presence.

Restructuring

Beginning in 1999, Earl Scheib initiated a process of closing down locations and divesting company-owned real estate assets as part of efforts to boost financial results and shareholder value. This reduction strategy led to a concentration of remaining outlets predominantly in western U.S. states where vehicles faced less risk from rust and corrosion.

On February 18, 2009, Kelly Capital LLC, a private equity firm, acquired Earl Scheib following approval from shareholders for a merger deal. In July 2010, the company transitioned its operational model by franchising existing sites to local shop managers, allowing them to operate as independent business owners under the Earl Scheib name. These franchisees broadened their service offerings beyond basic painting to include custom paintwork, collision repairs, and pinstriping—representing a strategic shift toward service diversification and fostering local entrepreneurship.