Ells Auto Care Sets Out to Redefine Mobile Mechanics with 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A Bridgend-based mobile mechanic is setting out to challenge outdated views of mobile garage services, with ambitions to grow into a professional, multi-van operation supported by a strong digital presence.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’s determined to lead that shift by example. 

“There’s still a belief that mobile technicians are a last resort or just there for breakdowns,” he 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. Sacked for leaving during 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.  

Family Business

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. 

Room to Grow

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 mobile technicians. 

“When I came second in the Mobile Technician category of the national Top Technician Awards, the judges said not having a website was one of the reasons. That was the push I needed,” continued Ells. 

Ells contacted GSO and was immediately impressed. “They just got it. I told them what I 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.” 

Targeted Work

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 Garage Services Online, said: “How you present your business online matters just as much as the skills you bring to the job. We help garages like Ells Auto Care maximise lead generation and attract the right customers.” 

For Ells, the website also plays a vital role in projecting the professional image he’s worked hard to build.  

He concluded: “Customers deserve the same level of service, whether it’s in a workshop or on a driveway. The website reflects that and shows that mobile means convenience, not compromise. 

“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. The website will play a big part in helping us achieve that.”

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