Ace Auto Doctor & Repair: Three generations of customer excellence

A third-generation family-owned business focusing on building relationships, customer service and trust. That’s how owner Larry Goff Jr. describes the philosophy at Ace Auto Doctor & Repair in downtown Bettendorf at 2226 State St. The longtime business founded in 1969 by his father, Larry Goff Sr. as Ace Radiator Shop, has grown over the years, adding a complete automotive repair and maintenance service menu that has kept customers coming back. 

The bottom line? “We want to make sure our customers’ cars are safe and reliable,” Goff says. 

An experienced team, starting at the front desk and extending to certified auto technicians who are equipped with the latest technology to diagnose and fix your vehicle issues, contributes to a positive experience for customers. Excellent communication with customers is a hallmark at Ace Auto Doctor & Repair. From the initial contact with the front desk, customers get red carpet treatment from the staff, which includes general manager Dustin Goff, Larry’s son; service advisors Niki Dahl and Mark Cervantes, and shop foreman Howard Norberg. Jeff Raifsnyder, who has been an auto technician for 30 years, manages quality control, serving as the go-between for the techs and the service advisors. Four experienced auto technicians – Chuck West, Noah Farnsworth, Shawn Bolton and Josh Arndt — are joined by Keigan Andresen, a student at Scott Community College who is a part-time employee. 

“We work really hard on just gathering the information we need to give the technician, to do the diagnosis thoroughly and accurately,” Goff says. 

Auto technicians use a tablet to record their observations and take photos while making a vehicle inspection. This allows them to instantly send information to the customer, maintaining a timeline of the vehicle’s history and assisting in developing a maintenance plan. “We’re trying to allow them (the customer) the ability to plan out repairs and maintenance for a longer period of time so they can budget their time and their money,” Goff said. Just as we do maintenance on our homes or go to the gym to keep our bodies healthy, “the better you take care of your car, the better it’s going to serve you,” he said. 

You can access a full list of services provided at Ace Auto Doctor & Repair on the company’s website at There are also specials available for services such as tire rotation, an air conditioning recharge and brake replacement, among others. Appointments can be made via the website as well. While regular vehicle maintenance is stressed, Goff said, customers also need Ace’s services at what they may consider the worst possible time, when their vehicle breaks down. “Maintenance is far easier; it’s the work we’d love to do all day long,” Goff said. “But somebody’s got to fix broken cars, too. We’re usually not delivering good news. It can be tough sometimes.”  

Ace’s emphasis on customer service helps to ensure the smoothest possible outcome. It’s why the business calls itself “Bettendorf’s Feel-Good Auto Repair Shop.” 

A sunny waiting room furnished with comfortable chairs and a child’s play area with an array of popular toys enhance the customer experience, as well as the availability of shuttle rides and loaner vehicles. Ace’s Facebook page posts frequent tips and educational information about car maintenance. Goff is a believer in supporting the community, and the business offers clinics for teens on the basics of car maintenance. The clinics are offered through Davenport Parks and Recreation, with Ace donating its costs. Sign-up for the next clinic, on June 15, is available at Also held recently was a clinic for area Girl Scouts on auto maintenance. “We are definitely going to do more of those,” he said. 

The business also supports more than a dozen non-profit organizations. It’s all a part of the culture that fosters a positive attitude among employees who value quality work and customer care. He encourages people to stop in and discuss their automotive maintenance needs. The new Interstate 74 bridge has made the business easy to access from Illinois. 

“I don’t feel there’s anyone around here like us,” Goff said.