“We’re not doing this to make money; we’re doing it to make history.”
– Carroll Shelby
Before we dive into this month’s shop profile article, I want to say that this isn’t the first time I’ve had the privilege of telling the Russell Auto story. Back in the October 2022 issue of GEARS Magazine, I had a wonderful conversation with Wayne Russell about the history and heritage of the shop. What stood out then, and is still just as vivid today, is how deeply the Russell family’s story is woven into the evolution of the transmission industry itself. But as with any great story, time has a way of adding new chapters, and this one’s no different.
For the folks at Russell Auto, Inc. in Manchester, New Hampshire, working on transmissions is more than just a job – it’s a family tradition, refi ned and passed down through three generations.
Wesley Russell laid the first stone on May 1, 1965, opening Russell Auto. Before that, Wesley had already made his mark at Portland Transmission Exchange and ran it from 1957. He wasn’t just content to follow the pack, he built fresh systems and workflows that many other shops quietly adopted. Wesley had a knack for implementing structure in a world that often runs on gut instinct. His blueprint didn’t just shape the shop, it set a standard.
These days, Wesley at 93 years old, is still proudly connected to the business he started. The past few years haven’t been the easiest on him. In November 2023, a gust of wind knocked over a recycling container that hit him in the hip, leading to surgery and a difficult rehabilitation. To make matters worse, the rehab facility experienced a COVID outbreak just days after his arrival, setting his recovery back even further. He was really sick through March 2024, but true to his resilient nature, he pulled through. By May 1st, the official 60th anniversary of Russell Auto, Wesley was able to be present, surrounded by family, friends, current staff, and even past employees. A catered celebration, complete with cake and a parking lot banner that read “Thank You for 60 Years,” was a heartfelt acknowledgment of the legacy he built. Wesley was deeply appreciative and energized by the event, especially seeing the shop and family he built still thriving.
Wesley’s determination never waned. Even during his recovery, he found ways to stay active, famously using a step stool to climb aboard his beloved John Deere tractor, his pride and joy that only he drives. That quiet resolve is the same grit that built Russell Auto into what it is today.
Wayne Russell, Wesley’s son, grew up surrounded by the mechanical hum of the family trade. He officially joined the team after stepping away from college, and by September 1997, he had taken the reins, allowing Wesley to retire. Wayne’s career reads like a masterclass in technical innovation: he’s been a member of ATRA since 1978, and he collaborated with heavyweights like Lubrizol, Exxon Mobil, and Allison Transmissions. Wayne even co-developed the NTZ Trans-Protector filter – a piece of industry ingenuity that had its beginnings on his kitchen table.
When warranty returns started nicking the bottom line, Wayne brought torque converter remanufacturing in-house. With the addition of their own TCRS testing rig, the shop didn’t just reduce rework, they redefi ned their reliability.
Wayne is no stranger to industry connections either. He’s a good friend of Peter Fink of Certified Transmissions in Omaha, Nebraska. During an interview about his reman facility, Peter was asked what model he used to create Certified Transmissions. His answer? He said that he simply modeled what Portland Transmission did – a nod to the foundational impact Wesley and Portland Transmission had on the industry.
There’s even more history within the company’s walls, including a 1957 Portland Transmission Exchange catalog showing the retail price of a Dynaflow BD-1 transmission at just $135. Now, transmissions can fetch $6000 or more. That catalog isn’t just a relic; it’s a bridge to conversations with his father, especially when classic cars come into the shop. Wayne recalled a question posted on TRNW (Transmission Rebuilders Network Worldwide) forum about an old Dynaflow while his father was in rehab. The answer came straight from Wesley, who didn’t skip a beat in sharing his expertise.
When COVID hit in 2020, like many, Wayne worried about keeping the doors open. There was a brief lull, but business rocketed soon after. Since April 2020, they’ve been booked straight out, a testament to their reputation and craftsmanship.
Outside the shop, Wayne is ticking off a personal bucket list. In 1967, Wesley bought a brand new boat, and Wayne has been painstakingly restoring it for the past three and a half years. With a condo on the river and a dock ready, Wayne hopes to get the boat back in the water and take his father for a ride – the first in 55 years. It’s more than just a boat ride; it’s a chance to relive cherished memories of riding the rivers with Wesley and his siblings.
Now at the helm is Tory Russell, the third-generation leader who officially took over on January 1, 2022. 
Tory was raised in the shop, soaking in both the smell of transmission fluid and the lessons baked into every rebuild. Today, he channels that lifelong familiarity into running the business with the same core principles his grandfather and father championed, but with a fresh eye on modern customer service and evolving technology.
Transmissions have evolved as has the Russell family. Wayne jokes that his father has seen it all, from the two-speed Dynaflow BD-1 to 8, 9, and 10-speed transmissions. “Now we’re back to zero speeds,” Wayne says with a chuckle, nodding to a CVT (continuously variable transmissions). He also used to be a regular speaker on a radio show called “Talking Cars,” where these kinds of industry shifts were common topics.
Wayne’s connection to ATRA runs deep. He served as Director of the ATRA Board from 1984 to 1988. He recalls the early days of ATRA, when Gene Lewis was the first CEO and Bob Chernay worked for the organization before moving to ATSG. Wayne even snapped a now-infamous photo of Gene Lewis with a hat full of fifty-dollar bills, a playful moment wrapped in the organizational dramas of the time.
Russell Auto isn’t just surviving; it’s thriving, a testament to decades of grit, growth, and gear-driven passion. And with Tory now guiding the ship, the Russell legacy is shifting smoothly into the future – one transmission at a time.
Have you ever wondered how shops are chosen for this column? We know there are many deserving ATRA shops out there – you might be one of them. Sometimes, we hear about shops and their unique stories through the grapevine. However, most of the time, we end up being detectives. We ask our industry contacts for recommendations, and then we contact the shops they’ve suggested.
You’re invited to tell us about an ATRA shop that you think has an interesting story to tell – maybe your own shop. There’s no cost. It just takes about an hour for a telephone interview and a visit by our photographer. We’ll do all the heavy lifting. To get the ball rolling, send an email to Dennis at dmadden@atra.com.
