It was nothing more than a simple radio advertising jingle when it

made its debut three decades ago:
 
When your car needs some body,
 you need Barnum and Tenny Body Shop.

Today the popular ad is symbolic of one of the most successful businesses in mid-Michigan.

Barnum and Tenny Body Shop first opened its doors in Lansing 79 years ago. While able to gradually build clientele, it wasn't until the timeless commercial jingle hit the airwaves in 1979 that the body shop became one of the most recognized automotive businesses in the area. The ad was so popular, in fact, it eventually won its producers a national award.

While current owner, Todd Setter, had nothing to do with the original ad, he was quick to lay claim to taking the marketing tool to a new level.  "I did the storyboard in 1999," he says. "I did the pictures you see on the television commercials." Those advertisements continue to run today. Companies normally trim their advertising budgets when making cutbacks, but for Setter that's not really an option. "The commercials are so popular they're worth the expense."
Setter bought the business 13 years ago to become Barnum and Tenny's third owner. The decision came at a time when he was at a crossroads in his career. "I found myself out of a job. I knew the body shop business," he said. "Ironically, Don Fox, who owned the business for 30 years after the original owners, was looking to sell and retire to Florida. It was like all the stars aligned," he jokes.  Apparently, the stars weren't done aligning. The store in Lansing became so successful Setter decided to take yet another chance. He bought the M-78 Body Shop in East Lansing seven years later and never looked back. "The business climate back then wasn't as bad as now and it seemed like a good opportunity, so I went for it." Sutter said the Saginaw Highway property also involved a good amount of land with little competition nearby.  Unlike the decision to keep the Barnum and Tenny name in Lansing, he decided to change the East Lansing store name. "I was hoping the new name would draw loyal clients to the east store as well." That bet paid off. His list of customers grew dramatically.  "People trust the Barnum and Tenny name. They say they've been coming here for 30 or 40 years....or that their grandfather used to come here, so they bring their car here as well."  

The colder-than-expected winter, complete with snow-covered and icy roads, has been unwelcome news to weary drivers, but has led to a hike in business for Barnum and Tenny. "The snowy weather seems to take some by surprise every single year." Setter says the recent bad weather made it hard for the stores to keep up with demand. "It doesn't take much of a collision to result in a lot of body work," work that can take a day or two up to a week and cost hundreds or thousands of dollars. "Replacement of just one headlight capsule can cost a couple hundred bucks and it goes up from there."  Setter says that's when he and the vehicle owners have to make some tough decisions. "Is it even feasible to spend between the normal $1,500 and $2,000 to repair the vehicle given its value?" Setter said larger frame cars and trucks are normally more expensive to fix but tend to hold their value longer. While fender benders are common in winter, work increases during the summer months as well when people take vacations. Last year, though, Setter said it was different.  "Gas prices were too high, so fewer people were driving.  Less driving, not as many accidents."

Setter has taken Barnum and Tenny's commitment to the community seriously. A few years ago, he met with the surviving spouse of one of the original owners to get historical documentation of the company from its infancy in the 1930s.  Tenny's widow, who lived to be 102 years old, described her husband as the "business oriented one" who owned a gas station.  The other half of the original partnership, Barnum, or "Barney" as he was called, had the body shop experience, and it was Barney who was said to have given the business the personal touch. "Everybody loved Barney and he knew them all by name," said Setter. It's that personal touch the current owner is determined to continue. "I even send out Christmas cards to my clients to let them know I'm thinking of them."  

Barnum and Tenny opened the original store during another tough economic time--the Great Depression. "I felt bad to talk to Mrs. Tenny about my losses of late," said Setter. "She said back when the business first opened, there wasn't a penny to spare and there were no luxuries." Setter said despite the slowdown in the business last summer, he's proud of the fact that the company has not been forced to lay off employees. There are currently 22 workers total in the two stores, including auto body technicians, body collision mechanics, estimating staff, several classifications of painters, detailers and porters. Although there are no plans in the works to expand yet again, Setter is not ruling out the possibility. "If the opportunity presents itself, who knows?"  He says his life, in large part, has been by chance. "If I had looked in a crystal ball back then, I couldn't have imagined where we'd be today."

Setter does have one regret and that is letting the company's 75th anniversary come and go with little fanfare. He promises more of a celebration next year. "We're going to plan something for our 80th year in business and want the community involved." He says he is also looking forward to celebrating Barnum and Tenny's centennial.

Whether Setter will still be at the helm by that time, or have passed the torch to one of his children, remains to be seen. "I would like to see the tradition continue," he says, "but my children are still young and the only cars they're interested in right now are the little ones that they play with."