About South Valley Automotive
South Valley Automotive was created from a desire to offer the knowledge that folks expect from a dealership without the pushy sales tactics and overselling that usually comes with it. Owner Mike Reel worked for the large corporate dealerships, along with small ma-and-pa shops. He took the things that he liked the best from both worlds and created South Valley.
It’s been a long road with several moves, ups and downs, endless training and constant improvement. In June of 2021, the shop moved to its current location at 1310 Ivy Street in Junction City. Months of long nights and weekends from family, friends, and team members resulted in a facility that we are truly proud of. South Valley now hosts a beautiful lobby, six lifts, an alignment machine, fenced overnight parking, and 7,000 square feet of work space, all under one roof.
In 2021 South Valley became an ASE Blue Seal shop. What does that mean?
- ASE Blue Seal is an elite status attained by relentless commitment to excellence. 75% of the establishment’s personnel must be ASE certified, with at least one person certified in each area of service offered.
- ASE Blue Seal recognizes establishments striving to be the best and willing to prove their commitment through annual renewal
- The program is designed to generate customer confidence due to the high percentage of ASE certified, professional staff
- ASE Certification means that a person has passed tough, industry-developed exams
Also in 2021, South Valley became the only Napa Autocare Gold Facility in Lane County, and the seventh in the state of Oregon. This program is by invitation-only from Napa. The requirements and expectations are rigorous, including:
- Become ASE Blue Seal certified
- Have and maintain excellent customer satisfaction ratings, showcasing that we truly put people first
- Offer digital vehicle inspections to ensure that customers can see what we see
- Pass a high benchmark for a clean and well maintained facility to ensure that your experience is the best it can be
When our technicians recommend something, it’s because you need it, or because we have caught the issue with enough time to get it on your budget in the future. When you’re here, you’re family, and that’s how we want you to feel. No high sales pressure, no recommendations without explanations, and no grief if it doesn’t fit in your budget right now. We strive to provide high quality repairs and maintenance, which will keep your vehicle running to wherever you need to be without questioning your safety. A repair is only good for us if it’s good for our customer and good for their vehicle.
If you’re a current customer, you know what to expect from us. If you’re not, then give us a try. You’ll be glad you did!
Mike Reel
Owner
I was born in Oklahoma to a fellow gearhead, and raised in Oregon. Growing up, we had a number of hot rods, including an1972 El Camino SS 396, 1981 K5 Blazer with a built small block, and a 1981 Corvette that my Dad and I redid the interior, exhaust and other goodies too.
At an early age I got the car bug. After high school I moved around a bit trying to find my stride. I graduated from Wyotech in 2009. After moving back home I worked at Norm’s Auto Repair, Kendall Honda, and finally Green Streak Automotive.
I started South Valley Automotive & Customs LLC in April 2012 with the idea in mind to offer everything I possibly could without high sales pressure or unnecessary repairs. From wheels and tires, to tune-ups and oil changes. We strive to take care of our customers in the same manner I would my own family.
On my off time I love hanging out with my kiddos and lady. Harlow is almost 9 and Lucas just turned 8. We enjoy coast camping trips at the dunes and working around the “farm” picking up hazelnuts.
I like to collect die-cast cars, mostly Chevelles. Aside from our annual trip to Hot August Nights, the Function 4 Junction, and other car shows and cruises, our 1970 Chevelle “Trudy” spends most of the time parked.
My dream is to one day drive Route 66 on a tour with other Hot Rod Enthusiasts.
Sarah Fay
Controller
I’m the controller here at South Valley, or as the guys like to call me, ‘boss lady’. I handle the finances of the business, manage our human resources, and support the team however I can.
I grew up in Junction City and we chose to live in Monroe. Being part of a community that gives back, watches out for one another, and supports those within it are what makes ours great!
Mike & I are fortunate to be board members for Function 4 Junction. Supporting our community, our youth and our passion for cars is a fantastic feeling.
As a mom, I know how important your cargo is and therefore your vehicle’s safety is. As a woman, I know how unsettling it can be for someone to tell you that your vehicle needs endless repairs and you don’t understand any of the fancy words coming out of their mouth. I can tell you that is NOT what you will experience here at South Valley.
When we aren’t working, well, we are always working. But when we get the opportunity to escape, Mike and I love taking the kids, Lucas & Harlow, to the dunes! We have a small hazelnut orchard that we tend to, Sarreel Acres, that we are using to help instill hard work and responsibility into our kids.
Mike & I’s annual vacation is to Hot August Nights in Reno. It gives us the opportunity to get away, spend time with friends and family and get inspiration for future builds.
This shop and the employees that work in it are truly our life. We owe so much to so many, and we thank you for choosing us.
Kevin Bridges
Retired
I was born in Pampa, Texas but have lived in Oregon for the last 52 years. I graduated from Sheldon HIgh and attended Lane Community College obtaining my degree in Automotive Technology. I am married to my amazing wife Lori. We share 10 children and 3 grandchildren. My hobbies are camping, fishing, and NASCAR. I have been repairing and maintaining vehicles for 43 years. I am ASE certified and enjoy my job. Come on by, meet our team and become part of the South Valley family.
John Sidman
Production Manager
I was born in Stafford, Kansas. I fell in love with cars at an early age when I went to my first drag race. I became fascinated with how cars work and everything about them. It took me many years to finally get into automotive for real.
At 15 I began working on cars when I completed my first tune up (spark plugs, wires, cap and rotor) on my moms suburban. At 18 I enrolled at Wolf Creek Job Corps to begin formal automotive training, a year later I transferred to another college to increase my knowledge until I was 21. I’ve been working on cars ever since.
My hobbies include hanging out with my dog, Fenrir. He is a Mastiff/Great Pyrenees mix. He barks at things, plays fetch and eats a lot. Other hobbies include puzzles, haven’t found one I can’t solve. I enjoy the challenge. I like making jewelry sometimes, as well as chain mail. In the summer I spend a lot of time in the river looking for rocks. They are easy to find because there are a lot!
Marshall Sowell
Service Advisor
Hi, I’m Marshall, the Service Advisor at South Valley Automotive. I grew up in sunny California, where I started helping my dad with car repairs at a young age. That early exposure sparked a lifelong interest in the automotive field. After high school I attended Sequoia Automotive Institute. Over the years, I’ve worked hands‑on as a technician at both dealerships and independent shops throughout California and Oregon, gaining a wide range of experience. After facing some health challenges in 2017, I transitioned into the office and began writing service. This role allows me to combine my technical background with customer service, helping customers clearly understand their vehicle needs and make informed decisions. My wife, Chris, and I have been married for 32 years, and we’re proud parents of three kids and grandparents to four granddaughters.
Justin Reedy
Technician
I was raised in the Portland metropolitan area and recently relocated south to pursue new professional opportunities. From an early age, I developed a strong interest in mechanical work and problem-solving, which led me to begin working on vehicles during high school and continue building my career in the automotive repair industry.
I take pride in providing high-quality vehicle diagnostics and repairs, understanding that reliable workmanship plays a critical role in ensuring customer safety. I am committed to continuous learning and professional development, dedicating time both on and off the job to expanding my technical knowledge and skills.
Outside of my professional work, I enjoy spending time with my fiancée, her daughter, and our soon-to-be son. I have a strong appreciation for the outdoors and regularly spend time hunting and participating in outdoor activities, which have helped develop patience, discipline, and attention to detail—qualities I also bring into my work. I also enjoy hands-on projects and learning new skills, whether automotive-related or practical skills that support self-reliance and problem-solving. My long-term professional goals include achieving ASE Master Certification and eventually owning and operating my own automotive repair shop, with the intention of building a business that can be passed down through my family.
Jeremy Friesen
Apprentice Technician
I grew up in small towns in Central Oregon and moved to the area in 2009. From a young age, I spent time helping my brothers work on their cars and trucks, which sparked a lasting interest in automotive repair. That early hands‑on experience led me to work on my own vehicles and help friends and family with theirs.
In 2024, I joined South Valley Automotive as an apprentice technician and am currently working toward becoming an ASE‑certified Master Technician. I take pride in learning the trade the right way and providing dependable, honest service our customers can trust.
Outside of the shop, I enjoy spending time with friends, family, and my dog. On weekends, you’ll usually find me camping, hiking, or heading out on some kind of outdoor adventure.