Ells Auto Care Sets Out to Redefine Mobile Mechanics with Next-Gen Business Model
Bridgend technician on a mission to shake off industry stigma
A Bridgend-based mobile mechanic is setting out to challenge outdated views of mobile garage services, with ambitions to grow into a professional, multi-van operation supported by a strong digital presence.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 mechanics 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. 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.
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, it’s 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.
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.”