From “Soccer Mom” to Auto Repair Icon: The Time Lori Lucas Made History

At Master Auto Repair of Webster Groves, our customers often tell us that it’s our personal touch that makes all the difference—and that means the world to us. It’s not just a claim; it’s something we live every day in the way we interact with each person who walks through our doors. Today, we’re taking “personal” to a whole new level by sharing a story from shop owner Lori Lucas’s past that may just blow you away—something that connects her to an unexpected moment in history and reminds us all of how deeply intertwined our lives are with the communities we serve.

In early autumn of 1996, Lori received an unexpected phone call that would change her life—at least for a moment. “I got a phone call from a Time Magazine reporter, Wendy Cole. Two days later, I sat in the Webster Schnuck’s Station Restaurant talking to Time Magazine writers Nancy Gibbs and Michael Duffy,” Lori recalls. They were working on a piece about the women’s vote in the upcoming presidential election, and their criteria for the subject? An undecided, mid-30s working mom—a description that fit Lori perfectly.

Thanks to a recommendation from the Executive Director of the Webster Groves Chamber of Commerce, Lori’s name came up, and for the next ten days, the Time Magazine crew was embedded in her life. “They followed me everywhere,” Lori says. “They interviewed my parents, my neighbors, my boss, and my customers. Every light socket in my house was changed to ridiculously high intensity light bulbs so that the photographer could shoot without having to mess with lighting.” Talk about an intense few days!

Halfway through the week, the story took a twist. “Editor Walter Isaacson decided that unless there was a fist fight at the upcoming debate between Bob Dole and Bill Clinton, the Lori Lucas story was going to be the cover story.” Yep, you read that right—Lori’s story was on track to be the cover of Time Magazine. And as if that wasn’t cool enough, this very article helped birth the term “Soccer Mom.” Lori, it turns out, was the original “Soccer Mom.”

But the story doesn’t end there. In 1998, Lori was invited to New York City as a guest of Time Magazine for their 75th anniversary gala. There, she rubbed elbows with some of the biggest names in media, entertainment, and sports. “I met Walter Cronkite, Martha Stewart, and Kevin Costner. Evander Holyfield was at the table next to mine. I was the most obscure person there,” she laughs.

This might be an extraordinary story, but at its heart, it’s a reminder of who Lori is—someone with deep roots in our local community who has seen it all, yet still shows up every day with a commitment to her customers. Lori’s legacy in the auto repair world is undeniable, especially here in St. Louis; she’s become a true icon of reliability, integrity, and hard work. From “Soccer Mom” to Auto Repair Icon, Lori’s journey embodies the passion, dedication, and hard work that drive us.

At Master Auto Repair, we don’t just ask you to trust us with your car care—we invite you to get to know us, too. Sharing stories like Lori’s is part of how we make car care personal. We’re a part of this community, and we want you to feel like a part of our family. Whether you’re here for an oil change, a tire replacement, or a bigger repair, trust that we’ll take care of you as if you were one of our own.

The full article, titled “Desperately Seeking Lori,” is available online in the Time.com archives. It’s a great read with a lot of fun insights not just about Lori, but about life in the 1990s. Looking back today, we can’t help but notice that while we may change with time, so much still remains the same.