A Lower Saucon Township boy can explain gear ratios in a vehicle’s transmission and its rear axles to most adults. He goes into detail about the workings of an engine and can paint a vehicle’s exterior from start to finish flawlessly.
All before he hits the double digits of his next birthday.
Giuseppe Iatarola, a fourth grader homeschooled by his parents, has become a YouTube sensation generating more than a dozen sponsors willing to support his videos. The boy mostly shows adults how to DIY small auto mechanic repairs and auto body repair processes.
To date, he’s made 23 videos, reached more than 24,900 views with 972 hours of watch time, and gathered nearly 300 subscribers. Giuseppe has 3,881 Instagram followers and another 1,053 followers on Facebook. His target audience are “gearheads" of all ages.
Some major sponsors include ZF, a global technology company supplying systems for passenger cars, commercial vehicles and industrial technology; Auto Body Source magazine, a paint, auto body, and equipment catalog showcasing new products; and LiquiMoly, a Germany-based company specializing in oils, lubricants and additives.
Giuseppe’s parents say his goal is to reach 1,000 subscribers to collect advertising from the sponsors. ZF showed even more support for the boy by inviting him to attend the 2020 Specialty Equipment Market Association (SEMA) and 2020 Automotive Aftermarket Products Expo (AAPEX) with the company’s training team in Las Vegas, Nevada.
SEMA is one of the largest trade shows worldwide for the automotive industry and AAPEX is a premier global event representing the aftermarket auto parts industry. Although both shows were canceled in-person this year amid the coronavirus pandemic, Giuseppe is hopeful he’ll be able to still take part in various show events either virtually or with the team come November 2021.
Giuseppe said his idol, whom he never met, is racing legend Mario Andretti of Bushkill Township.
From diapers
Most of Giuseppe’s videos are filmed from his family-owned business, Lucky’s Auto Body, 1803 Leithsville Road in Lower Saucon. Parents Luciano and Rachel Iatarola opened the collision repair facility in 2008.
“Giuseppe literally grew up in the shop,” his mother said.
In Kindergarten, he began working on pedal cars. He was always helping to put tools away or ready to hold a drop light. Car washes were a favorite activity. By age 7, Giuseppe launched the YouTube channel because the video-sharing platform for his age group depicted mostly video game tutorials and opening-of-the-box presentations of toys.
If he saw a car stranded on the road, Giuseppe wanted to teach a driver how to change a tire, check their oil, or change the brakes, his mother said. On one particular video, a 7-year-old Giuseppe demonstrates how to take apart a tail light -- his first time after watching his father master it for years.
Rachel Iatarola said from that video onward there was a sense of accomplishment on her son’s face that he really was helping others.
“I like that I can show how cool that this line of work is, it’s like show and tell ... all the cool stuff that you can learn with cars,” Giuseppe told lehighvalleylive.com.
Luciano Iatarola grew up in the auto repair industry and wants to pass his knowledge down to his son and daughters, Giulia, 14, and Luciana, 12.. A Morris County, New Jersey native, he grew up on a property where his father operated a similar mechanical repair shop. Luciano took over the family business upon high school graduation, eventually moving to the Lehigh Valley in 2008 to expand it through the Lucky’s endeavor. Rachel left an education degree behind to also become involved, serving as the business' claims manager.
The business specializes in all makes and models, handling collision repair and auto body services. Luciano however, is an aficionado of older models and will occasionally take them in as restorations. Giuseppe is a fan, too.
The boy currently is working to restore a 1977 Volkswagen Scirocco with parts and fluids sent from sponsors. Updates are posted often to his Instagram and Facebook accounts under the social media handle “Giuseppe Garage” and final videos will be posted to his YouTube channel when complete.
“What I like about cars is how you can take something that is mechanically broken and make it like new, or how you can take a car that has been smashed and fix it like brand new, like nothing even happened,” he said. "When you’re done, it’s a big reward that I fixed it.”
#CarGoals
Giuseppe already knows his future aspirations.
He wants to someday become involved in the engineering side of the automotive industry. He specifically wants to find a way to produce older muscle style cars with today’s technology of airbags, crumple zones, enhanced safety mechanisms, and better fuel efficiency, he said.
Giuseppe’s parents back the ambition, noting technicians are in high demand due to a short supply of high school graduates entering trades. Data from the 2020 Technician Supply & Demand report cites a need for 642,000 auto, diesel and collision techs from now until 2024 with a shortage that continues to worsen.
Giuseppe said the best part about working with cars, however, is just having fun working side-by-side with industry professionals.
“I feel like I am grown up,” he said.
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Pamela Sroka-Holzmann may be reached at pholzmann@lehighvalleylive.com.
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