The automotive repair industry must adapt to rapidly evolving consumer expectations to thrive. We spoke with Carl Dean, Managing Director of Autowork eCommerce. With over two decades of experience in both eCommerce and the automotive sector, Carl offers a unique perspective on the key challenges and opportunities for modern garages.
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In today’s fast-paced digital world, consumer expectations are evolving rapidly — and the automotive repair industry is no exception. To explore how garages can stay competitive and thrive, we sat down with Carl Dean, Managing Director of Autowork eCommerce. With over two decades of experience in eCommerce and a deep understanding of the automotive sector, Carl offers a unique perspective on the challenges and opportunities facing garages today.
Carl’s journey into eCommerce began in 2000, after working as a software engineer on defence projects like the Typhoon and UK Attack Helicopter. His first tyre website, Tyre Shopper, launched in 2005. Since then, his team has delivered over 1,600 websites for independent dealers and large franchise operations across Europe. Today, Autowork eCommerce solutions are translated into nine languages and operate in ten countries.
Q: How have buyer expectations changed, and why is a strong eCommerce presence now essential?
"eCommerce allows consumers to quickly assess their buying options and service availability any time of day or night. Millennials and Gen Zs expect to be able to buy products and services without the need to call for a quote. Businesses relying on answering the phone and giving verbal quotes are missing out. Consumers are shopping around online. A good website that captures visitors, shows prices and converts visitors to customers is an essential tool. Consumers who cannot see prices and availability online will quickly move to the next website."
Q: Do you think garages without a proper online presence will struggle to keep up over the next few years?
"70% of tyre transactions are researched online. It is essential that prices and availability can be found. Aggregators like BookMyGarage, Black Circles etc. recognised early on that garages are behind on ecommerce. They saw the opportunity to plug the gap. They will take online bookings on behalf of a garage but take a hefty chunk of margin. Garages must capture and own the customers themselves. Not only do they need a good website they need a good GMS giving them the tools to nurture the customer relationships that begin with an online booking. A good website gives the garage a call to action on promotional campaigns. There’s not much point reminding a customer that their MOT is due if it’s difficult for the customer to book their MOT. About 25% of garage bookings happen out of hours (evenings and Sundays). Without pricing and availability none of these bookings would take place. "
Q: How could a website help your garage stand out from other local garages?
"Every garage has a website, the way to stand out is:
Q: What does Autowork eCommerce from Klipboard do to solve some of these challenges?
"Autowork eCommerce provides a one-stop shop for tyre and service sales. Integrated with workshop calendars in Autowork Go, AWOL, Autowork and Team 2. All tyre product information is created and maintained by the Autowork eCommerce team, saving the garage owners time and ensuring data is accurate. Provides quoted prices for vehicle servicing based on license plate/VRM. Connected to tyre distributors for stock and sell-in pricing. Regularly reviewed for search engine optimisation performance ensuring best practice is constantly adhered to."
Q: Can you share a success story or example of a garage that transformed its business through Autowork eCommerce?
"While it's difficult to attribute full business transformation to a single platform, what we consistently see is that Autowork eCommerce plays a pivotal role in how garages attract and convert customers. With over 70% of tyre purchases being researched online, having a strong digital presence is no longer optional — it's essential.
Garages that leverage Autowork eCommerce not only improve visibility but also significantly enhance customer engagement. For example, dealers who add vehicle servicing to their online offering often see a substantial uplift in online orders. Even when transactions are completed offline, the availability of accurate, real-time information online has a measurable impact on footfall and in-store sales.
Autowork eCommerce helps garages become discoverable, credible, and conversion-ready — forming a critical part of the customer journey in today’s digital-first landscape."
Q: What’s the biggest change you see coming in the industry?
"For tyres, the biggest challenge will be the Euro 7 standards that will have requirements for tyre abrasion. The challenge for manufacturers will be producing tyres with less wear whilst still meeting requirements around grip and noise levels. The challenge for dealers will be to understand what the changes mean and how they ensure their customers are buying the right tyres for their vehicles to comply with the standard.
For servicing garages, the march towards electric vehicles will feel relentless. Whilst EVs have fewer service requirements (except tyres that they need more of), dealers need to ensure their workforce is trained and have the right equipment and technology to look after their EV customers. Given the longer service intervals, manufacturers and franchise dealers will be working extra hard to keep their customers making new business even harder for independent dealers."
Q: What’s one piece of advice you’d give to garage owners hesitant about going digital?
"If you think about young drivers, those under 25, have a think about how they buy things. You may think they’re constantly glued to their phone, and I would agree with that. But they’re not phoning people. They’re messaging, taking photos and online shopping. If you’re relying on customers to phone to buy tyres and servicing, then you’re missing out on an entire generation. That will only get worse. A good website addresses that problem."
Carl’s insights highlight a clear message: eCommerce is no longer optional for garages — it’s a strategic necessity. From improving customer experience to capturing out-of-hours bookings, a strong online presence can be the difference between surviving and thriving.
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