The Steele family of Chesapeake, Virginia values family time, but, up until two years ago, they had very little of it. Greg Steele worked nights as an automotive spray painter at the Ford plant in Norfolk. He was rarely home to see the kids off to school in the morning or to greet them when they returned in the afternoon. This father of two boys hardly ever got a chance to attend baseball practices or games and Denise, his wife of 10 years, was beginning to wonder if she’d ever again experience a romantic night out with her husband.

Greg Steele, Owner

A Chesapeake resident his whole life, Greg Steele went straight from high school to working in the automotive industry. For nearly two decades, he worked as an automotive mechanic for several companies in the area, attending to light-duty vehicles and heavy equipment. Then, in 1998, an opportunity to work at the Ford plant crossed Greg’s path and he knew he had to take it.

Yes, the hours would be shift-work grueling – from late afternoon until the wee hours of the morning – and Greg would be sleeping while the rest of the family was busy with the day. But Greg and Denise had just married and were expecting their first child, Chase. Ford had a lot to offer them as a family – a solid paycheck, a comprehensive health care package and a retirement plan that couldn’t be beat.

For the sake of his family’s stable financial future, Greg became a loyal Ford employee.

This was a prime opportunity to put my talents to work and I had the best support system and incentive— my family.”  — Owner Greg Steele

Working for Ford taught Greg a lot. He learned pick-up trucks from the inside out – from how they’re built to what makes them tick. And he learned about product quality – especially when it comes to the chemicals used to protect truck beds from elemental and usage damage. When Greg learned that Ford would be leaving the area and that he would have a choice between staying here or going with them to Michigan, he knew what he would do. Moving with Ford would be a chancy endeavor.

“The automotive field is on shaky ground these days,” Greg explains. “I knew that if Ford’s sales weren’t good, the first to be let go in Michigan would be the new people and I would be one of them. I just didn’t want to take that chance with my family.”

Greg wanted his two boys — Chase, who’s nine, and five-year-old Colby — to feel safe and secure. Staying in Great Bridge was one way to offer them that. Besides, Greg had a feeling that with his knowledge and experience he just might be able to make a go of his own business. As he and Denise saw things, there was no reason not to give Greg’s idea for a spray-on bed liner business a try.

Greg began planning for Steele Coat, Inc. before Ford closed it doors in 2006. In fact, he started running toward his dream in May of 2005. Working in his spare time, Greg started doing spray-on bed liners for a variety of car dealerships in this area and in North Carolina. Knowing that his work was valued and that he was viewed as a professional to be trusted, Greg felt confident he could make it.

Spray-in Bedliner

Rather than join a franchise in spray-on bed liners, Greg took the solitary route. That was the only way, he felt, that he could offer his customers the very best in service and price. He had done a great deal of research, choosing equipment and products, like Dupont chemicals, that had been proven to be top-notch in the industry.

“I went directly to my fellow employees to discuss my choices in product and equipment,” Greg recalls. “Ford employees are the toughest critics, and I knew if what I had to offer didn’t pass with them then it wasn’t good enough for the public. I want my customers to be more than happy with the product I provide. I want them to be thrilled for the long haul. I wouldn’t offer a lifetime guarantee if I didn’t believe in what I do.”

Although plastic bed liners have been around since the early 1980’s, spray-on bed liners are a fairly recent advancement in automotive technology. A little over a decade in the making, spray-on bed liners were created to replace the old plastic drop-in liners that float on the top of the truck bed itself. “Spray-on liners offer superior protection to the bed,” Greg insists. “Once the spray-on bed liner is in place, nothing can get underneath it to affect the bed negatively. It’s a wise choice for truck owners, especially those concerned about resale value.”

Steele Coat, Inc., which celebrates its second year of business in December 2007, was created to provide truck owners of the area with a quality, affordable product that would extend the life of their vehicle. But it’s also a business that serves the Steele family well. These days Greg, Denise, Chase and Colby see a good deal of each other. Dad’s business is just around the corner from home. The kids can visit any time they want and Dad can swing by for lunch if there’s a break in his schedule. It’s a win-win situation for everyone and just what Greg had in mind when he and Denise first began dreaming of making Great Bridge their home for life.