What Auto iQ does

Auto iQ Limited is a UK-based private company (registered in England and Wales, company number 09081212) that provides business coaching, training, marketing services, and proprietary software to independent automotive garage owners. Its primary operating address is in Northampton, with a registered office in Milton Keynes. The company's core offering is the Business Accelerator Programme, supplemented by Front of House programmes (Jumpstart and Accelerator), a Workshop/Technical Accelerator with 29 courses covering petrol, diesel, and electric systems, and ongoing accountability coaching for owners.

The company operates an integrated ecosystem branded the iQSystem that bundles business programmes, front-of-house training, workshop training, websites and marketing, software and data solutions, and ancillary services (recruitment, HR, bookkeeping, wealth management, call handling). Proprietary software products include Saleshawk (sales tracking CRM), Auto iQ Insight (marketing and sales analytics dashboard), and Call Doris (call handling). The technology stack integrates with third-party garage management systems (notably Garage Hive) and standard tools (Xero, Sage, Google Analytics, Google Ads, Facebook/Instagram).

Auto iQ makes money primarily through recurring subscriptions (Business Accelerator Programme, marketing retainers, SaaS subscriptions for its software tools) and professional services (Front of House training cohorts, Technical Accelerator courses, recruitment, HR, bookkeeping). Pricing is not publicly disclosed; prospects are qualified via a 10-question business health quiz or discovery call before enrollment on annual or multi-year subscriptions. Go-to-market is sales-led and UK-domestic, using digital marketing (SEO, Google Ads, social), industry events (Garage Hive's 'The Blend'), content marketing, and referral networks. The company is privately held with no disclosed funding, parent entity, or institutional investment.

Name

Auto iQ

Legal name

Auto iQ Limited

Website

https://autoiq.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Auto iQ is a UK-based coaching, training, and software provider serving independent automotive garage owners. It combines business coaching programmes, front-of-house sales training, technical training (including EV), digital marketing services, and proprietary SaaS tools (Saleshawk, Auto iQ Insight, Call Doris) into an integrated ecosystem.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Coaching Services

NAICS

Other Scientific and Technical Consulting Services (54169)

akta.pro primary industry

Automotive Diagnostics & Electrical Systems (EDAOAEAB)

Keywords

• Automotive coaching services
• Garage business consulting
• Aftermarket training programmes
• Garage marketing services
• Garage management software

Headquarters

HQ city

Northampton

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Business Accelerator Programme: The flagship coaching programme for garage owners covering business strategy, sales, marketing, and operations. Delivered through 1-2-1 coaching, group sessions, and ongoing accountability. This is a recurring revenue stream from programme subscriptions.
2. Front of House Programmes: Jumpstart and Accelerator programmes focused on front-of-house sales training, responsible selling, diary management, and customer service. Delivered as structured training cohorts.
3. Workshop/Technical Programmes: Technical Accelerator programme providing 29 tailored courses for garage technicians covering petrol, diesel, and electric systems plus advanced diagnostics. Available exclusively to garages on the Game of Garage programme.
4. Marketing Services: Recurring marketing retainer covering website development, SEO, Google Ads, social media, GMB management, and directory listings across 50+ platforms. Billed as an ongoing service.
5. Software Subscriptions: SaaS-style subscriptions for Saleshawk, Auto iQ Insight, Call Doris, and business management software tools on a per-seat or per-garage basis.
6. Additional Professional Services: Recruitment, HR solutions, bookkeeping & accountancy, and wealth management advisory services offered as additional paid services to existing coaching clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels11 records

Core offering

Auto iQ operates as an integrated coaching and services ecosystem for UK independent automotive garages. The company sells business coaching programmes (Business Accelerator, Business Jumpstart, Game of Garage), front-of-house sales training (Jumpstart and Accelerator), technical/workshop training (Technical Accelerator) and managed marketing services (websites, SEO, paid media, retention marketing, social media, GMB and directory management), bundled with proprietary software tools (Saleshawk CRM, Auto iQ Insight analytics, Call Doris, business management software) and ancillary professional services such as recruitment, HR, bookkeeping and wealth management.

Product overview

Auto iQ operates as a comprehensive ecosystem for automotive garage businesses, combining coaching programmes, professional services, and proprietary software. The core Business Accelerator Programme (including Business Jumpstart and Game of Garage) provides strategic business development, while specialized Front of House Programmes (Jumpstart and Accelerator) focus on sales performance. Workshop Programmes deliver Technical Training for technicians. On the services side, the company offers Websites & Marketing (websites, SEO, paid ads, social media, retention), Software & Data Solutions (Marketing Software, Sales Software including Auto iQ Insight and Saleshawk, Business Management), and Other Services (Recruitment, HR, Book-keeping, Wealth Management, Call Doris). The portfolio is unified around helping garage owners increase profitability through a combination of coaching, marketing services, and data-driven software tools.

Differentiator

Problem solved

Functional benefit

Products and services

• Business Jumpstart Entry-level business development programme for UK independent garage owners covering foundational business skills, marketed under Auto iQ's Business Programmes.
• Game of Garage Business programme focused on transforming garage operations and building life-changing wealth for UK independent garage owners; gates access to the Technical Accelerator programme.
• Business Accelerator Programme Auto iQ's flagship coaching subscription for UK independent garage owners, combining 1-2-1 coaching, group sessions, strategy development and implementation support across business, sales, marketing and operations.
• Front of House Jumpstart Foundational front-of-house sales training programme equipping garage reception teams with enquiry conversion, sales scripts and diary-management skills.
• Front of House Accelerator Hands-on coaching programme delivering rapid improvements in front-of-house performance, responsible selling, diary management and daily customer-experience operations at independent garages.
• Technical Accelerator Technical training programme for automotive technicians offering 29 tailored courses covering petrol, diesel, electric systems and advanced diagnostics, including IMI-accredited EV training, available exclusively to Game of Garage members.
• Garage Websites Custom website design and build service for independent garages, focused on creating search-engine-friendly, high-converting sites.
• SEO Services Search-engine optimisation service for independent garages covering on-site SEO, local SEO and Google My Business optimisation to improve online visibility.
• Paid for Marketing Paid advertising management service for garages, running Google Ads, Facebook and Instagram campaigns to deliver profitable customers at optimised acquisition costs.
• Retention Marketing Customer retention and repeat-business marketing service for garages, including email and SMS campaigns to keep existing customers engaged.
• Social Media Management Social media content creation and management service for independent garages, building consistent local brand presence and engagement.
• Auto iQ Insight (Marketing Software) Proprietary marketing analytics dashboard enabling independent garage owners to track enquiry conversion, customer acquisition cost, ROI and average invoice value, integrated with Garage Hive.
• Saleshawk (Sales Software) Proprietary CRM and sales-tracking tool for garages that manages enquiries, quotes, bookings and conversions, and integrates with Garage Hive and other garage management systems.
• Garage Business Management Software Garage management software solution covering operational reporting, technician productivity and financial metrics for independent garages.
• Recruitment Solutions Garage-specific recruitment service to help independent garage owners find and hire technicians and other staff.
• HR Solutions Human resources support service for independent garages covering employment, people and operational HR matters.
• Book-keeping & Accountancy Bookkeeping and accounting services tailored for independent garage operations, offered as additional paid services to coaching clients.
• Wealth Management Wealth management advisory services for independent garage owners, offered as additional paid professional services to coaching clients.
• Call Doris (Call Handling Software) Call handling software designed for independent garage front-of-house teams to manage inbound customer enquiries.

Quantifiable outcome

• 2500 new German vehicle clients acquired in 3 years for a single programme client
• +11 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Garage HivecoreTechnology or IntegrationAuto iQ integrates its proprietary Auto iQ Insight reporting tool with Garage Hive, a popular garage management system. The integration allows programme clients to access real-time marketing and sales performance data directly within their garage management workflow, tracking enquiries, conversions, and profitability metrics.
• GooglecoreTechnology or IntegrationAuto iQ leverages Google Ads, Google Analytics, and Google My Business (GMB) as core components of its managed marketing services for garage clients. The company optimises client GMB accounts for Google Maps Pack visibility and runs paid search campaigns.
• FacebookcoreTechnology or IntegrationAuto iQ uses Facebook and Instagram advertising platforms as part of its paid social marketing services for garage clients, including retargeting and nurturing campaigns. Facebook Pixel is used for attribution tracking on client websites.
• LKQminorStrategic or Co-development PartnerLKQ presented industry data and insights at Garage Hive's The Blend event, where Auto iQ also presented. LKQ is a major automotive parts supplier and Auto iQ references LKQ's market data in its thought leadership content.
• BEN (Automotive Aftermarket Charity)minorStrategic or Co-development PartnerAuto iQ references BEN (the automotive aftermarket's support charity) as a partner for providing wellbeing support to garage owners who may be struggling with the pressures of business ownership, demonstrating a commitment to industry welfare beyond commercial services.
• IMI (Institute of the Motor Industry)minorStrategic or Co-development PartnerAuto iQ offers IMI-accredited electric vehicle training courses through its Workshop Programmes, ensuring garage technicians receive official certification recognised across the automotive industry for working on high-voltage EV systems.

Scale indicators18 records

Recent moves6 records

Expansion highlights5 records

Others

• The Garage Wire: UK online news and community platform for the automotive aftermarket, reaching the same independent garage decision-makers. Comparable audience but operates as media/community rather than coaching/services.
• Aftermarket Magazine: UK trade publication covering the automotive aftermarket, running the annual Top Garage awards in which Auto iQ's clients are recurring finalists. Not a direct competitor, but a key influencer and award body for the same target customer.
• Snap-on UK: Global tool and equipment supplier offering technician training programmes to UK garages. Comparable end-customer and training-adjacent positioning, but primary business is tool/equipment sales.

Broad incumbents

• Institute of the Motor Industry (IMI): UK professional body for the motor industry, providing certifications, accreditations (including EV), and training standards. Auto iQ offers IMI-accredited courses, and IMI represents an adjacent authoritative training channel for the same garage audience.
• LKQ UK: Major UK automotive parts distributor with training programmes (LKQ Academy) for independent garages. Serves overlapping customers and supplies industry data referenced by Auto iQ, but operates at much larger scale and is a parts-led business.
• Bosch Automotive Aftermarket UK: Global automotive parts and diagnostics provider offering training, technical information, and workshop solutions to UK independent garages. Comparable end-customer (independent garages) but much broader product portfolio and significantly larger scale.

Direct peers

• Garage Hive: UK garage management software platform serving independent garages with workshop management, integrations, and a partner event series ('The Blend'). Directly comparable customer base and overlapping software/training GTM to Auto iQ.

Emerging players

• Hella Academy: Automotive lighting/electronics brand offering technical training (Hella Academy) to workshops in the UK. Comparable in providing technician training to independent garages, with narrower technical focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/autoiq
• LinkedInlinkedin.com/company/auto-iq

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Auto iQ