Garage visit 25 www.aftermarketonline.net DECEMBER/JANUARY 2026 My mission to shake-up auto industry stigma Former Top Awards mobile technician runner-up Ells is now out to redefine mobile mechanics with his next-gen business model A Bridgend-based mobile mechanic is setting out to challenge outdated views of mobile garage services, with ambitions to grow into a professional, multi-van operation supported by a strong digital presence. Elliott ‘Ells’ Smart, of Ells Auto Care, believes mobile technicians deserve the same respect as traditional garages — and he is determined to lead that shift by example. “There’s still a belief that mobile mechanics are a last resort or just there for breakdowns,” Ells said. “But I’ve got the tools, the diagnostic equipment and the experience to match any fixed-site garage, and I want people to see that.” Now in its eighth year, Ells Auto Care began as a necessity-driven start-up. After being sacked from a workshop when he left for a family emergency, Ells decided to take control of his future. With a young family and a wife managing mental health challenges, he started fitting jobs in around home life. Despite leaving school at 13 and being dyslexic, Ells holds a business degree and quickly found a natural entrepreneurial rhythm. He hasn’t looked back. “I’ve gone from just getting by to having a plan,” he said. “I want to eventually build a small fleet of mobile vans and set up a call centre to coordinate it all.” His 17-year-old son, Thomas Jay, is already working in the business and won Young Mechanic of the Year 2025 at Automechanika’s IAAF Garage Awards. He’s completing his Level 2 and 3 qualifications while learning on the job under Ells’ guidance. To support his ambitious growth plans, Ells knew he needed more than word of mouth and Facebook. He needed to level up his digital presence. A respected peer pointed him to Garage Services Online (GSO), a specialist in websites for independent garages and technicians. “When I came second in the Mobile Technician category of the Top Awards, the judges said not having a website was one of the reasons. That was the push I needed,” continued Ells. Ells contacted GSO. told them what he needed “and they nailed it”. “It’s working brilliantly, bringing in quality leads that match the services I want to provide. It’s also saving me time and money.” The site is already attracting the right kind of enquiries from customers within a tighter 20-minute radius, allowing Ells to focus on diagnostic and fast-fit work and run more efficiently. Jim Lang, managing director of GSO, said: “We help garages like Ells Auto Care maximise lead generation and attract the right customers.” Ells said: “I’m proud of how far we’ve come, and this is just the start. I want a fleet of vans out there, all delivering garage-level service on people’s doorsteps.” Ells Smart: New website bringing in quality leads that match the services I want to provide Advice from Top Awards judges was just the push I needed
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