What TRUE Automotive does

TRUE Automotive is a privately-held, founder-owned independent auto repair company established in 2013 by Rob Eskew and headquartered in Lawrenceville, Georgia. The company operates five physical service facilities across the Metro Atlanta area—Sandy Springs, Woodstock, Marietta, Decatur, and Lawrenceville—and serves individual consumer vehicle owners with comprehensive repair and maintenance across all makes and models. It documents a specialty in European luxury vehicles (BMW, Mercedes-Benz, Audi, Porsche, Bentley, Rolls-Royce, Jaguar, Land Rover) and operates a related DBA, TRUE EURO Automotive. Services are delivered by ASE-certified Master Technicians with up to 20 years of experience and span routine maintenance, brake and suspension work, engine and transmission replacement, advanced diagnostics, A/C service, and laser wheel alignment. The technological surface is operationally modest: a corporate website, an online booking layer via third-party ShopGenie, digital inspections with photos/videos delivered by text, and brand-specific landing pages supported by a maintenance-content blog.

The business operates a direct-to-consumer, transaction-fee revenue model with published, transparent price points (e.g., Mercedes A Service $129.97, B Service $439.97, oil change $117–$187) and an active price-matching policy. Customer acquisition is predominantly digital and SEO-led, drawing traffic through Google/local search, the company website, and organic social (Facebook, Instagram, YouTube), with content marketing through a brand- and maintenance-focused blog. There are no franchisees, resellers, or third-party distribution channels; all revenue is captured at the five locations via walk-ins, online bookings, or direct phone calls. Differential amenities include complimentary loaner vehicles, shuttle/Uber-Lyft transport, digital inspections, free second-opinion diagnostics, and a 3-year/36,000-mile parts-and-labor warranty (extended to 5 years/50,000 miles for Jaguar).

Ownership is entirely founder-held with no disclosed institutional investment, parent company, subsidiaries, or funding rounds. The company carries no patents, public awards, regulatory actions, or M&A activity in the source record; certifications and compliance disclosures are also empty. The strategic posture is that of an organic, founder-led regional service brand investing in brand SEO, customer-experience amenities, and warranty terms to compete with franchised dealership service centers on transparency, convenience, and price.

Name

TRUE Automotive

Legal name

TRUE Automotive

Website

https://trueautomotive.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

TRUE Automotive is a privately-held, founder-owned independent auto repair chain with five Metro Atlanta facilities serving individual consumer vehicle owners, providing transparent, warranty-backed maintenance and repair across all makes and models with European-luxury specialization.

Ownership category

akta.pro rank

Product category

Automotive Repair and Maintenance Services

NAICS

Automotive Repair and Maintenance (8111), Specialized Automotive Repair (811114)

SIC

Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

General Automotive Repair & Maintenance (TLAKAAAA)

Keywords

• Auto repair services
• Vehicle maintenance
• European vehicle service
• Diagnostics and inspection
• Brake and transmission repair

Headquarters

HQ city

Lawrenceville

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Auto Repair and Maintenance Services: TRUE Automotive generates revenue through transaction-based auto repair and maintenance services. Services are priced per job or per visit, including oil changes, tire rotations, brake replacements, engine diagnostics, suspension work, transmission services, and more. Pricing is transparent and upfront, with no hidden fees. The company also offers periodic specials and discounts. Most services carry a 3-year/36,000-mile warranty covering parts and labor.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

TRUE Automotive provides transaction-based automotive repair and maintenance services across five Metro Atlanta, Georgia locations. The company services all vehicle makes and models with a specialty in European luxury brands (BMW, Mercedes-Benz, Audi, Porsche, Bentley, Rolls-Royce, Jaguar, Land Rover), offering oil changes, brakes, tires, alignments, engine and transmission replacement, suspension work, advanced diagnostics, and brand-specific service packages. Services are priced per job with transparent upfront quotes, same-day availability, a 3-year/36,000-mile parts-and-labor warranty, and complimentary amenities such as loaner vehicles, shuttles, and digital photo/video inspections.

Product overview

TRUE Automotive is a multi-location independent auto repair facility network offering comprehensive automotive care for all makes and models, with specialization in European luxury brands including BMW, Mercedes-Benz, Audi, Porsche, Bentley, Rolls-Royce, Land Rover, Jaguar, and Lexus. The company's core offering consists of auto repair services including preventive maintenance, tires, oil changes, suspension, motor mounts, oil leaks, engine replacements, transmission replacements, brakes, and advanced diagnostics. They operate five Georgia locations (Sandy Springs, Woodstock, Marietta, Decatur, and Lawrenceville) and provide customer amenities such as complimentary loaner vehicles, shuttle services, and ride-share transportation. All services are backed by a 3-year/36,000-mile warranty, with Jaguar receiving a 5-year/50,000-mile warranty. The company was founded in 2013 and is operated by founder Rob Eskew.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Repair Services Comprehensive auto repair and maintenance covering all makes and models, including preventive maintenance, tires, oil changes, suspension work, motor mounts, oil leak repair, engine replacements, transmission replacements, brakes, and advanced diagnostics.
• Safety Inspections Free safety check-up inspections to identify potential issues and ensure vehicle safety.
• Routine Maintenance Regular maintenance services including check-ups and scheduled services to keep vehicles running optimally.
• Honda Service Specialized repair and maintenance services for Honda vehicles including Accords, Civics, Pilots, Odysseys, and all Honda models.
• BMW Service Expert repair and maintenance for BMW vehicles including models like M5, 507, 4 Series, and all BMW makes.
• Mercedes-Benz Service Comprehensive European auto services for Mercedes-Benz vehicles using latest tools and diagnostic equipment.
• Audi Service Expert repair and maintenance services for Audi vehicles with world-class technicians and same-day appointment availability.
• Porsche Service Precision care and repair services for Porsche vehicles performed by Master Technicians with up to 20 years of experience.
• Bentley Service High-quality service and repairs for Bentley vehicles including Continental GT and Bentayga models, performed with factory-grade tools.
• Rolls Royce Service Specialized maintenance and repair services for Rolls-Royce vehicles including Phantom and Ghost models.
• Land Rover Service Expert Land Rover repairs and maintenance for Defenders, Range Rovers, and all Land Rover models.
• Jaguar Service Complete Jaguar maintenance and repair including routine maintenance, oil changes, brake repair, transmission, and engine repair.
• Lexus Service Premium Lexus service and repairs for all Lexus models with complimentary loaner vehicles and shuttle services.
• Volkswagen Service Trusted Volkswagen repair shop services for routine maintenance, oil changes, and common VW issues like oil build-up and failing coils.
• Toyota Service Top-notch auto repair services for Toyota models including Camry, RAV4, Corolla, Highlander, Tacoma, and all Toyota vehicles.
• Subaru Service Expert Subaru service and repairs with complimentary diagnostic checks and second opinions.
• Nissan Service Top-notch Nissan service and repairs for all Nissan models with complimentary Lyft/Uber and text updates.
• Mini Service Specialized repair services for MINI vehicles using the same equipment and diagnostics as dealerships.
• Kia Service Expert Kia repairs for gas sedans, SUVs, electric, and hybrid models with complimentary Uber/Lyft transportation.
• Jeep Service Versatile Jeep service including Wranglers, Wagoneers, and off-road repairs with live text updates with photos and videos.
• Hyundai Service Expert Hyundai repairs and services with free diagnostic tests and complimentary Uber/Lyft transportation.
• Cadillac Service Expert Cadillac repairs for vintage and newest models with transparent pricing and live text updates.
• Chevrolet Service Comprehensive Chevrolet repairs for Silverado, Equinox, Malibu, Traverse, and all Chevy models.
• Dodge Service Top-notch maintenance and repair services for Dodge vehicles including Ram, Challenger, and Durango models.
• Ford Service Expert Ford repairs and maintenance for F-Series trucks, Focus, Mustang, and all Ford models.

Quantifiable outcome

• 3-year/36,000-mile warranty on parts and labor for most services and repairs

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Midas: National auto service franchise with a strong legacy in brake, exhaust, and general repair. Overlaps with TRUE on the trust-and-transparency positioning and multi-bay service model, but at materially larger scale.
• Firestone Complete Auto Care: Bridgestone-owned national service network providing tires, maintenance, and repair across thousands of U.S. locations. Comparable to TRUE on multi-shop service delivery and broad OEM coverage, with the backing of a major tire and parts supplier.
• Pep Boys: Large national auto service and tire retailer offering maintenance, repair, and parts across hundreds of locations. Represents the scaled, brand-recognized incumbent against which TRUE competes on transparency and customer experience.
• Jiffy Lube: National quick-service automotive chain focused on oil changes and preventative maintenance. Comparable in multi-location service delivery, though more limited in scope of mechanical and diagnostic repair than TRUE's full-service offering.
• Monro Auto Service and Tire Centers: Public, multi-brand regional operator of auto service and tire centers across the U.S. Northeast and Midwest. Comparable unit economics and service model to TRUE, though operating in different geographies and at significantly larger scale.
• Meineke Car Care Centers: Franchised national auto repair and maintenance chain offering exhaust, brakes, tires, and general repair. Closely comparable to TRUE in service menu breadth and customer segment, though with a much larger franchise footprint.
• AAMCO Transmissions and Total Car Care: Established national chain offering transmission, engine, and general automotive repair. While AAMCO has a heavier transmission heritage and older brand, its multi-shop franchise model and broad-service menu directly overlap TRUE's positioning as an alternative to dealerships.

Direct peers

• Euro Motorworks: Independent European-specialty auto repair shop focused on BMW, Mercedes-Benz, Audi, and other German brands. Closely comparable to TRUE's European luxury niche, though typically operating as a single location rather than a multi-shop brand.
• Christian Brothers Automotive: Multi-location independent auto repair franchise built on transparency, courtesy, and integrity — values and customer experience positioning almost identical to TRUE Automotive's. Operates as a franchise model with hundreds of U.S. locations, providing a useful benchmark for how the TRUE concept could scale via replication.
• Import Motorworks: Independent import and European vehicle service center offering dealer-level diagnostics at independent pricing. Direct analogue to TRUE's positioning as a transparent, high-skill alternative to franchised dealer service for European luxury owners.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCHxXcUDn5ecznLZaBtFvnXA
• Facebookfacebook.com/TRUELawrenceville
• Instagraminstagram.com/trueautomotiveus
• LinkedInlinkedin.com/company/true-automotive-lawrenceville

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TRUE Automotive