ProAuto

What ProAuto does

ProAuto is a family-owned, single-location auto repair and maintenance service provider based at 6100 W Dempster Street in Morton Grove, Illinois. Founded and operated by co-owners Julie and Lee Hardegree, the shop serves individual vehicle owners across Morton Grove and approximately 15 surrounding Chicago northern suburbs, covering domestic, foreign, hybrid, and electric vehicles across 40+ brands. Its service portfolio spans core maintenance (oil changes, tire services, brakes, scheduled maintenance) through to specialized repair including engine and transmission work, electrical diagnostics, ADAS calibration, GDI/TGDI direct injection service, and hybrid/EV high-voltage system work. Operational technology is limited to standard automotive diagnostic and scanning equipment, with customer-facing digital infrastructure comprising a website and mobile app integrated with SteerCRM for online appointment booking.

The business operates on a transaction-based revenue model, earning per-service fees from parts and labor with quote-based pricing rather than published rates. Customer acquisition is primarily local SEO across 15+ suburb-specific pages, Google Reviews-driven reputation marketing, monthly promotional coupons, and community involvement through five local chamber of commerce memberships. ProAuto positions itself against commission-based competitors by paying technicians and service writers on salary, framing recommendations as need-based rather than sales-driven. Convenience features include a courtesy shuttle, after-hours key drop box, and the ProAuto Family Rewards loyalty program offering 2% back on parts and labor. The shop holds ASE technician certification, BBB A+ accreditation (since June 2023), and CARFAX partnership status.

Customer concentration is entirely consumer and entirely geographic to the Chicago north suburbs, with a 4.9 Google rating across 743 reviews and 3,300+ lifetime customer reviews. There is no external equity, no parent company, no M&A activity, and no multi-unit footprint in the input data; growth signals manifest as service-mix expansion (ADAS, EV/Hybrid, GDI/TGDI) and digital channel buildout rather than site expansion.

Name

ProAuto

Legal name

ProAuto

Website

https://www.proautoillinois.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

ProAuto is a family-owned, single-location auto repair shop in Morton Grove, Illinois, co-owned by Julie and Lee Hardegree, serving individual vehicle owners across approximately 15 Chicago northern suburbs with maintenance, repair, ADAS calibration, and hybrid/EV services on a no-commission salary model.

Ownership category

akta.pro rank

Headquarters

HQ city

Morton Grove

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Auto Repair and Maintenance Services: ProAuto generates revenue through transaction-based auto repair and maintenance services. Services include oil changes, brake repairs, tire services, engine/transmission work, electrical diagnostics, scheduled maintenance, and specialty services for hybrids/EVs. Revenue is earned per service transaction with parts and labor as separate components.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

ProAuto is a family-owned auto repair and maintenance shop providing comprehensive services for domestic, foreign, hybrid, and electric vehicles. Services include brake repair, oil changes, tire services, engine/transmission work, electrical diagnostics, scheduled maintenance, ADAS calibration, and hybrid/EV specialist services. The shop operates on a no-commission model with salary-based technicians, emphasizing honest recommendations and serving Morton Grove plus Chicago's northern suburbs.

Product overview

ProAuto is a family-owned auto repair and maintenance service provider offering a comprehensive suite of automotive services for domestic, foreign, hybrid, and electric vehicles. The company operates as a single-location service business in Morton Grove, Illinois, rather than a technology platform or SaaS product. Their service portfolio includes core maintenance offerings (oil changes, tire services, brake service, scheduled maintenance) alongside specialized repair services (engine/transmission, electrical diagnostics, ADAS calibration, hybrid/EV service). Additional customer convenience features include online appointment scheduling, courtesy shuttle service, after-hours drop-off, and a Family Rewards loyalty program. ProAuto serves all makes and models across 40+ vehicle brands and positions itself on no-commission, salary-based technicians delivering honest recommendations.

Differentiator

Problem solved

Functional benefit

Brands

• ProAuto Family Rewards: Loyalty rewards program offering 2% back on parts and labor for qualifying services, with features including referral bonuses and charitable giving options.

Products and services

• Brake Service Expert brake inspections, repairs, and replacements for drivers on Chicagoland roads.
• Oil Change Service Quick, clean oil changes for all makes and models, keeping engines healthy in Chicago's climate.
• Battery Service Dependable battery testing, replacement, and electrical system checks for reliable vehicle starts.
• Wheel Alignment Precision wheel alignment extends tire life and improves handling for safer driving.
• Tire Sales and Installation Wide selection of quality tires for every vehicle, professionally installed for safe, reliable travel.
• Engine and Transmission Services Comprehensive engine and transmission repair and replacement services including diagnostics, tune-ups, and fluid changes.
• Electrical Service Expert diagnosis and repair for all automotive electrical issues, from check engine lights to complex sensor problems.
• Scheduled Maintenance Factory scheduled maintenance to keep vehicles running reliably and maintain warranty coverage.
• ADAS Calibration Advanced Driver-Assistance System (ADAS) calibration for precise safety feature function including cameras, sensors, and radar systems.
• Electric Vehicle Service Hybrid and electric vehicle service including battery health checks, charging system inspections, and high-voltage system maintenance.
• ProAuto Family Rewards Loyalty rewards program offering 2% back on parts and labor with every qualifying service, redeemable toward future services, repairs, and maintenance.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• Glenview Chamber of CommerceminorOthersCommunity membership organization supporting local businesses. ProAuto participates in chamber activities and local business community events.
• Skokie Chamber of CommerceminorOthersCommunity membership organization supporting local businesses in the Skokie area.
• Niles Chamber of CommerceminorOthersCommunity membership organization supporting local businesses in Niles.
• Morton Grove Chamber of CommercecoreOthersHome chamber of commerce. ProAuto actively participates in community events and sponsors local school and nonprofit fundraisers in Morton Grove.
• Northbrook Chamber of CommerceminorOthersCommunity membership organization supporting local businesses in Northbrook.

Scale indicators5 records

Recent moves2 records

Expansion highlights5 records

Broad incumbents

• Pep Boys: Multi-service auto care chain offering tires, maintenance, and repair; broad incumbent competing for the same suburban customer wallet share as ProAuto.
• Midas: National franchise specializing in brakes, exhaust, and general repair; competes with ProAuto on the same core service lines in the Chicago suburbs.
• Meineke Car Care Centers: National franchise offering oil changes, brakes, tires, and general repair — directly overlapping ProAuto's service menu in the broader suburban repair category.
• Firestone Complete Auto Care: National incumbent offering tires, maintenance, and repair across nearly every U.S. metro; competes with ProAuto for Chicago suburban maintenance and tire spend.
• Jiffy Lube: National quick-lube chain competing on speed and convenience for routine oil changes and fluid services, overlapping ProAuto's maintenance revenue base.
• Valvoline Instant Oil Change: Specialty chain focused on quick oil changes and preventative maintenance, directly competing for ProAuto's highest-frequency service revenue.
• AAMCO Transmissions & Total Car Care: Franchised transmission specialist that has expanded into general repair; competes with ProAuto on engine/transmission work and broader service categories.

Direct peers

• Christian Brothers Automotive: Franchised full-service auto repair chain built on a 'nice difference' customer service and integrity-first positioning very similar to ProAuto's no-commission model. Both target trust-driven suburban consumers and compete for the same independent-shop customer segment.

Emerging players

• YourMechanic: Mobile mechanic platform bringing ASE-certified technicians to the customer's driveway; offers a different delivery model but competes for the same suburban repair customer and pressures traditional shops on convenience.

Others

• RepairPal: Auto repair marketplace and estimator that connects consumers to certified shops; relevant ecosystem participant that influences how independents like ProAuto are discovered and compared online.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ProAutoillinois
• Facebookfacebook.com/ProAutoIL
• LinkedInlinkedin.com/company/proautoillinois

Compliance2 records

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 ProAuto