We recently sat down with J.R. Hubbard, owner of Selecta Autobody, to learn how Selecta Autobody became a Bernal Heights institution – one honest repair at a time.
Selecta Auto Body
Selecta Autobody: Built on Trust, Backed by Family
Selecta Autobody has been fixing cars in San Francisco since 1971. That kind of longevity doesn’t happen by accident — it happens because of people like JR Hubbard, who took the wheel of a family legacy and drove it forward with the same care and craftsmanship that built the shop’s reputation in the first place. Today, from his location on Mission Street near the heart of Bernal Heights, JR runs one of the neighborhood’s most trusted businesses and one of the city’s most quietly distinguished collision repair shops.
A Family Connection, A Lifelong Trade
JR didn’t stumble into the autobody business; he was drawn into it through his father’s long relationship with Selecta’s original owner. The shop was already an established presence in the city when JR came of age, and by the time the dot-com boom was reshaping San Francisco in the late 1990s, he had found his footing in the industry. He eventually bought the business, renovated it, and relocated it from its original Noe Valley home to its current Mission Street address, a move that planted him firmly in the Bernal Heights community he’s come to call his own.
J.R. and Jackie Hubbard – Selecta Autobody – A Family-Backed Business
The connection to Bernal runs deeper than the business address. JR also owns rental property in the neighborhood, giving him a stake in its future that goes beyond commerce. “It’s an authentic place,” he says of Bernal. “A welcoming atmosphere. It doesn’t feel like it’s trying to be something it’s not.”
The Shop Itself
Selecta handles the full range of collision repair, and JR has made a point of keeping pace with the rapid evolution of the automotive world. The shop works on electric vehicles, hybrids, and EVs alike, except Teslas, and JR is clear-eyed about what that requires. “The repair process isn’t fundamentally different,” he explains, “but you have to follow manufacturer specifications and safety protocols precisely. We already handle complex electronic systems. EVs are just another version of that.”
His philosophy around continuous learning is evident throughout the shop. The industry changes, materials, systems, standards, and JR treats that as a given rather than a burden. Staying current isn’t a competitive strategy for him; it’s just how you do the job right.
The Customer Comes First — Really
Ask JR what sets Selecta apart, and he doesn’t hesitate: the customer experience. Not just the quality of the repair work, though that’s non-negotiable, but the transparency, the communication, and the understanding that getting your car fixed after a collision is already a stressful situation. His job, as he sees it, is to make that process as clear and painless as possible.
He’s also candid with customers about navigating the insurance landscape. His advice: ask questions, seek referrals from people you trust, and don’t simply take the repair shop recommended by your insurance company. “Insurance companies may suggest shops for their own convenience,” he explains, “not necessarily yours.” Coming from someone with decades of industry experience, it’s the kind of straight talk that builds lasting loyalty.
That commitment to honest service carries extra weight in a community like Bernal, where personal connections matter. JR has neighbors, friends, and property in this neighborhood. His reputation here is personal, not just professional.
Bernal as a Business Home
The location has proven to be an asset in ways JR didn’t fully anticipate. Selecta draws customers from across a wide swath of the city’s southern neighborhoods, Noe Valley, the Castro, Glen Park, the Mission, and JR attributes much of that reach to Bernal’s unique position as a neighborhood that feels like a destination rather than a throughway.
The customer base reflects the neighborhood’s diversity: families, couples, pet owners, and people who choose where they live and shop with some intentionality. “There’s a real community here,” JR says. He values that, and is clear-eyed about the responsibility that comes with it: the more attention Bernal attracts, the more important it becomes to protect what makes it special.
Weathering the Hard Years
Like every small business owner, JR faced the COVID-19 pandemic head-on. Collision repair shops occupy an unusual space, essential in theory, but dependent on people actually driving, which dropped sharply during lockdowns. Getting through that period required the same qualities that have defined JR’s career: adaptability, a focus on the long game, and the reservoir of goodwill that comes from having done right by your customers for years before the crisis hit.
Selecta came through it. That, too, says something.
Selecta Autobody is located on Mission Street in Bernal Heights.
For collision repair, estimates, and EV service, JR and his team can be reached directly at the shop.
Selecta Auto Body
Mike Doherty serves as Chief Experience Officer at Greening Projects, a nonprofit organization dedicated to transforming underutilized urban spaces into vibrant green areas
