Honest-1 Auto Care operates automotive maintenance and repair centers with an executive ownership model — franchisees lead teams and manage business operations rather than turning wrenches.
At a Glance
- Liquid Capital Required: $200,000 (Liquid Capital refers to readily available cash or cash-equivalent assets that can be accessed without borrowing, selling a primary residence, or relying on future income.)
- Net Worth Required: $700,000
- Ownership Model: Owner-operator (executive model)
- Location Type: Retail auto care center
- Time Commitment: Full-time
- Experience Required: None — no automotive background needed
Top 5 Reasons to Invest
- Executive ownership model — lead the business, don’t work the bays
- No automotive experience required — Roadworthy University trains you
- Recession-resistant demand — 249M vehicles need maintenance regardless of economy
- Eco-friendly positioning — differentiation in a commoditized industry
- 62 locations since 2003 — two decades of operational refinement
About Honest-1 Auto Care
Honest-1 Auto Care was founded in 2003 with a simple philosophy: only fix what needs fixing and do right by each other. The brand calls this “Caring for People and Our Communities by Keeping Cars Roadworthy” — a positioning that emphasizes transparency and trust in an industry known for neither.
The franchise operates 59 franchised units and 3 company-owned locations across the U.S. The model treats franchisees as business executives who manage teams, finances, and marketing — not as technicians who work in the shop. Multiple entry paths exist including new builds, conversions of existing repair shops, and Region Developer opportunities.
Why Franchise With Honest-1 Auto Care?
- Executive ownership model — You lead the business using management skills, not automotive expertise. Staff handles technical work.
- Roadworthy University training — Comprehensive program covers front-end operations, bay management, estimating, customer service, accounting, marketing, and leadership.
- Recession-resistant industry — 249 million vehicles in the U.S. need maintenance and repair regardless of economic conditions. Average vehicle age continues rising.
- Eco-friendly differentiation — Environmental responsibility positioning separates Honest-1 from commodity competitors in a crowded market.
- Multiple ownership paths — New builds, existing shop conversions, and Region Developer programs fit different investment levels and goals.
ABF Exclusive Insights
Market Analysis: The U.S. automotive repair and maintenance market exceeds $35 billion annually. With 249 million operating vehicles and average vehicle age increasing each year, demand for quality repair services remains consistent through economic cycles.
Competitive Advantage: Most auto repair franchises require technical backgrounds or hands-on bay work. Honest-1’s executive model attracts business professionals who want to own an auto care center without turning wrenches. The eco-friendly positioning and trust-based philosophy differentiate from competitors in a commoditized industry.
ABF Timing Insight: For investors with $200,000 liquid capital seeking a recession-resistant service business with an executive ownership model, Honest-1 offers a path into automotive care without requiring industry experience. The 20-year track record and multiple entry options provide flexibility for different investment profiles.
Training & Support
- Roadworthy University — Comprehensive training covering software, sales, bay management, estimating, pricing, customer service, inventory, accounting, marketing, and leadership.
- Field training — One-week mentoring experience working alongside technicians, managers, and operators in a live center environment.
- Business coaching — Three weeks of dedicated coaching support during launch phase included in investment.
- Ongoing education — Webinars, web training, and online ASE certification programs for entire team.
- Marketing support — Grand opening advertising and ongoing campaign resources to drive local traffic.
Franchise Owners That Thrive
- Business executives — comfortable leading teams and managing P&L without doing technical work
- Management professionals — strong leadership, hiring, and operational oversight skills
- Customer-focused operators — committed to transparency and trust-based service
- Community-minded owners — value local reputation and long-term customer relationships
- Growth-oriented investors — interested in multi-unit expansion or Region Developer opportunities
Franchise Fit & Capital Readiness
Who Is NOT A Good Fit for This Franchise
- Seeking semi-absentee or passive ownership — this requires full-time executive involvement
- Expecting to work as a technician — the model is management-focused, not hands-on repair
- Uncomfortable with facility management and staffing — auto care centers require team leadership
- Less than $200,000 in liquid capital available
Candidates who do not meet the financial criteria below are typically not approved by the franchisor.
Investment Readiness Check
- Ownership timeline: Varies based on real estate (new build vs. conversion)
- Total investment: $255,750–$1,242,250 including franchise fee, buildout, equipment, and working capital
- Franchise Fee: $75,000
- Minimum Liquid Capital: $200,000 — required for consideration
- Veteran discount: 10% off franchise fee for qualifying veterans
All financial thresholds are set by the franchisor and are non-negotiable during approval.
Franchisor Authority Disclosure
America’s Best Franchises provides guidance and introductions. Final approval criteria, financial thresholds, and territory decisions are determined exclusively by the franchisor.
Frequently Asked Questions
Q. Do I need automotive experience to own an Honest-1 franchise?
A. No. The executive ownership model means you manage the business — hiring, finances, marketing, customer relationships — while trained technicians handle repairs. Roadworthy University provides all operational training.
Q. What does “executive ownership” mean?
A. Honest-1 treats franchisees as business executives, not technicians. Your role is leading your team, managing operations, and growing the business. You’re not expected to work in the service bays.
Q. What ownership options does Honest-1 offer?
A. Three paths: new build locations with real estate support, conversion of existing repair shops with financial incentives, and Region Developer opportunities for larger territory development.
Next Steps
By submitting this form, you confirm that you meet the liquid capital requirement of $200,000 established by the franchisor.
Complete the form below to request a qualification review and discuss territory availability for Honest-1 Auto Care.
This profile represents general franchise information. Individual results may vary. Refer to the Franchise Disclosure Document for complete details.
“After several years spent in retail operations management and as a successful small business owner and operator, I wanted to get in on the ground floor with an opportunity that could really grow. Honest-1 really fit the bill, and it checked all of the boxes that were important to me: honest and ethical business practices, growing industry, unique and sustainable product, and extremely attractive income potential. Plus, it was an opportunity to help motivated prospects realize their dream of owning their own business – an Honest-1 franchise. As a small business owner myself, aligning people with the right opportunity is something I’m passionate about. I’m proud of the 10 stores I’ve sold and developed to date, and I certainly appreciate the income and lifestyle I enjoy as a result of my success. And this is just the beginning of what I can achieve as a Region Developer.”
“As a Region Developer, I’m responsible for finding and developing new franchise owners. I have to be convinced that what I’m selling prospective owners is a unique opportunity that will help them achieve their goals. With Honest-1, I know that’s exactly what I’m doing. Honest-1 gives customers an eco-friendly, professional service experience they can’t find anywhere else. And it gives franchise owners a marketable brand, a proven model, expert support and resources, and a continuous stream of new programs and ideas to help them build their business. Honest-1 is a triple win: for customers, for owners, and for Region Developers like me.”