Our Mission: To empower drivers with knowledge about themselves and their cars so they can be safer and drive smarter. We believe you shouldn’t have to buy a new car to have a better driving experience, and that the phone in your pocket can bring the future of driving to today’s automobiles. Who We Are: Automatic is based in San Francisco, but our team comes from every corner of the world. We obsess about creating beautiful and well-engineered products that make a real difference in people’s lives. We’re big on ideas, low on ego, and love working together.
From Volta comes the Voltaverse, a place where retailers, brands and communities are electrifying the future. This is a universe that abides by principles of social good; where the community enjoys a cleaner environment; where retailers choose to provide free electric vehicle charging for their customers; where brands use the right platform to engage meaningfully with the world.
Gordon Mackenzie Sr. began the Battery Distributing Co. in the 1930s, operating the business from his home at 41st and Quintara. The business originally sold batteries and battery accessories. Anna Mackenzie handled the book-keeping, while Gordon traveled around the Bay Area selling and delivering products. In the 1950s, Mackenzie secured a contract with Union Oil to be a distributor of their branded products to their Union Oil gas stations. Products sold were batteries, chemicals, accessories and basic tune-up/oil change and auto parts. Gordon Mackenzie, Jr. began working with his father in the Battery Distributing Co.. In the 1950s but in 1960, after Union Oil decided not to renew independent distributor contracts, Gordon, Jr. established the Gordon Mackenzie Warehouse at 34 Page Street. The company sold Accurate Tools and EIS brake parts, and the business operated on the three-step distribution system: Manufacturers sold to a warehouse; the warehouse sold to an auto parts store (jobber); and that auto parts store sold to both the public and the automotive repair facility. Gordon Mackenzie Warehouse did wholesale business only with auto parts stores in the Bay Area. Gordon Jr. serviced customers and delivered merchandise; his wife, Anna-Maria, and mother (Anna) handled the book-keeping; and his father (Gordon Sr.) helped with daily warehouse activities and deliveries. As the business grew the family added employees to help with warehousing, customer service and deliveries. In the late 1960s, the older generation moved into semi-retirement. (Gordon Mackenzie, Sr. died in 1976; Anna Mackenzie in 1986.) Mackenzie Warehouse purchased its first computer in the late 70s. That was not only the significant change to the business, however, for in 1970 Mackenzie Warehouse was one of the first auto parts warehouses to purchase a line of replacement parts for Japanese cars known as SBH (Lazorlite). Japanese cars were then considered to be a fad that would eventually disappear. In the 1970 and 80s Gordon and Anna-Maria Mackenzie reinvested company profits into the business and increased the availability of products for the growing business, which was relocated to a 15,000 square foot building on 17th St. Colin Mackenzie, son of Gordon and Anna-Maria, began working full-time in the warehouse following high school graduation in 1981, and then took a position as a salesman. Colin's sister, Michelle, also began working full-time for the business after high school graduation in 1985, first as a driver, then in other positions until her switch to a management/administration position in 1987. In the mid-1980s, Gordon Mackenzie believed he would be able to better control the flow of distribution if he owned his own auto parts stores. He saw this a more reliable, guaranteed way to assure the flow of volume needed to maintain a warehouse inventory. Accordingly, he first purchased McCulloch Auto Supply, which Colin Mackenzie managed until its closing in 1992. In 1986, Gordon went into a partnership and purchased Pacifica Machine & Parts. In 1987, Gordon took over Menary Auto Supply, and went into a partnership in the Auto Plus Stores in Oakland and San Pablo. In 1989, he purchased the inventory and machine shop of Whitie's Auto Parts in San Bruno and began McCulloch #2. McCulloch #1 on Valencia St. was moved into the 17th Street warehouse. At that time the distribution chain began to condense. Larger auto parts store began to buy directly from the manufacturer , and warehouses began to sell directly to the automotive repair facility. Shrinking profits from the three-step distribution system caused Mackenzie Warehouse to change its business philosophy in 1988. Gordon and Michelle Mackenzie began closing the company's auto parts store locations; this was completed in 1993. In 1989, Gordon began handing over the management of the business to Michelle. Gordon and Michelle consolidated the inventory and personnel at Mackenzie Warehouse on 17th Street and began selling directly to auto repair facilities. In essence, the business was starting over again as it had to establish an entirely new customer base. Changes in business were painful, but positive results began to show by 1990. Gordon wanted a less active role, and when Eduardo Menendez joined Mackenzie Warehouse in 1990, the present-day management team was started. "Customer Service" became the business' primary concern, and new systems and services were introduced to help attain that goal. The company redefined its marketing area to the San Francisco Peninsula through San Mateo. An "on demand" delivery system put parts in customers' hands within an hour after they called in an order. In 1993, Mackenzie Warehouse joined a buying group that allowed it to be more competitive by lowering its acquisition costs. In March 1996, a new computer system allowed for "electronic cataloging" of all inventory, as well as "electronic ordering" for customers to transmit their orders directly from their computers to Mackenzie's. In 1992, Colin Mackenzie decided to pursue other interests and became a San Francisco firefighter, and in April 1995, Gordon Mackenzie Jr. died, but Mackenzie Warehouse still remains a family business. Anna-Maria Mackenzie has daily responsibilities in the return department; Michelle Mackenzie is president of the corporation, and her husband, Eduardo Menendez, is vice-president and Operations Manager. Since 1990, the business has quadrupled. In 1990, there were two delivery vehicles; in 1997, there are 30 drivers to ensure rapid delivery six days a week. In 1990, the company employed 25 employees; there are now 95, and the company has annual sales of more than $12 million. Mackenzie Warehouse carries 50 different parts brands and 12 chemical brands. Its large inventory of quality products is being updated constantly. The company also makes available a library of technical and informational videos at no charge. The company's continued growth and success is due to hard work and participation of the management team and all employees of Mackenzie Warehouse. Michelle comments, "It all comes down to the fact that we enjoy doing what we do and we feel proud to be working with each other and our customers. We genuinely want to help our customers prosper." Mackenzie Warehouse moved to its present location on Mariposa Street in May 1997. The 52,000 square foot facility, with its ample warehouse space and parking, allows the business to operate more efficiently, with greater time management, than before. This move allowed the company to gear up for the deployment of new marketing strategies and expansion into different marketing areas--steps that will help shape the direction of Mackenzie Warehouse for the next generation.
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