Getting your pricing right is the difference between scraping by and building a genuinely profitable mobile mechanic business. Here’s exactly how to set rates that reflect your worth, cover your costs, and keep you competitive.
You’ve gone self-employed. You’ve got your van, your tools, your qualifications, and your first few customers booked in. Then someone asks: “How much do you charge?”
And you freeze.
Too high and you’ll scare them off. Too low and you’ll work yourself into the ground for poverty wages. Charge what other mobile mechanics charge and… well, you don’t actually know what they charge, do you?
This is where most new mobile mechanics get it catastrophically wrong. They either undervalue themselves massively (thinking low prices will win customers), or they pick a random hourly rate that sounds about right without any idea whether it actually covers their costs.
Here’s a sobering statistic: roughly 60% of self-employed tradespeople don’t actually know if they’re making profit or loss until they do their tax return. They’re just hoping for the best. That’s absolutely mental when you think about it – running a business without knowing if it’s actually making money.
Let’s fix that. This guide will show you exactly how to calculate what you need to charge, what the market will bear, and how to position your pricing for maximum profit whilst staying competitive.
The Brutal Truth About Mobile Mechanic Pricing
Before we get into the numbers, let’s address the uncomfortable reality: most mobile mechanics massively undercharge, especially when they’re starting out.
Why This Happens
Fear of losing work: You’re desperate for customers, so you drop your prices thinking this will guarantee bookings. It does. It guarantees you’ll be busy, exhausted, and broke.
Imposter syndrome: You don’t feel experienced enough to charge “proper” rates. You think you need to “prove yourself” with low prices first. Meanwhile, mediocre mechanics with half your qualifications are charging 30% more and getting away with it.
Not understanding true costs: You think “I only need £30k to live on, so £30/hour should cover it.” It won’t. Not even close. We’ll prove this with actual maths shortly.
Comparing yourself to employed wages: You used to earn £15/hour as an employed mechanic, so £40/hour feels like loads. Except as self-employed, you’re covering everything the employer used to pay – pension, holiday pay, sick pay, insurance, tools, van, fuel, accounting, marketing… that £40/hour shrinks very quickly.
Following “mate’s rates” thinking: Pricing for mates and family is fine occasionally, but if you’re charging everyone £35/hour because it feels friendly, you’ll go bust within a year.
The Consequence of Underpricing
You end up in the doom spiral:
- You charge too little
- You’re fully booked (because you’re the cheapest)
- You work 50+ hour weeks
- You barely cover costs
- You have no time to market yourself or build reputation
- You can’t afford to upgrade equipment
- You burn out
- You pack it in and go back to employed work
We’ve seen this happen repeatedly. Brilliant mechanics with excellent skills who couldn’t make mobile work because they undervalued themselves from day one.
The Truth About Premium Pricing
Here’s what actually happens when you charge properly:
- You work fewer hours for the same (or better) income
- You attract better customers (people who value quality over cheapness)
- You have time to do excellent work without rushing
- You can invest in better equipment
- You have breathing room for quiet periods
- Your business is sustainable long-term
The mechanics earning £60k-£80k+ aren’t working twice as many hours as those earning £30k. They’re charging appropriately for their skills and covering their costs properly.
Ready to work out what you should actually charge? Let’s dig in.
Calculating Your True Hourly Cost
Before you can set profitable prices, you need to understand what it actually costs you to operate per hour. Most mobile mechanics dramatically underestimate this.
Step 1: Calculate Your Annual Business Costs
Let’s build a realistic cost breakdown for a mobile mechanic operating from home in a regional area (not London). These are 2025 figures.
Vehicle Costs (assuming £12k van, 3-year old):
- Fuel: £800/month = £9,600/year (15,000 business miles @ 35mpg, £1.45/litre diesel)
- Van insurance (business use): £1,800/year
- Road tax: £290/year
- Van servicing: £400/year
- Repairs and maintenance: £800/year (tyres, brakes, general wear)
- MOT: £55/year
- Depreciation: £2,400/year (£12k van, 5-year lifespan)
- Subtotal: £15,345/year
Insurance (business):
- Public liability (£2m): £600/year
- Professional indemnity (£1m): £800/year
- Tools insurance (£10k cover): £400/year
- Subtotal: £1,800/year
Equipment and Tools:
- Tool replacement/upgrades: £1,200/year (tools wear out, break, need replacing)
- Diagnostic equipment updates: £300/year (software subscriptions, updates)
- Consumables (rags, cleaning products, cable ties, etc.): £40/month = £480/year
- PPE (gloves, boots, clothing): £200/year
- Subtotal: £2,180/year
Business Operations:
- Mobile phone and data: £40/month = £480/year
- Accounting software: £25/month = £300/year
- Website hosting and domain: £150/year
- Marketing (van signage maintenance, business cards, local ads): £500/year
- Accountant fees: £800/year (tax return, accounts, advice)
- Professional memberships (IMI, local trader groups): £200/year
- Subtotal: £2,430/year
Workspace and Admin:
- Home office costs (if claiming proportion): £300/year
- Stationery, invoices, paperwork: £100/year
- Bank fees: £100/year
- Subtotal: £500/year
Parts Stock and Working Capital:
- Basic parts inventory (oils, filters, consumables): £800 (one-off, then rotation)
- This isn’t an annual cost but needs factoring into startup
Professional Development:
- Training and courses: £500/year
- Trade publications and resources: £100/year
- Subtotal: £600/year
Total Annual Business Costs: £22,855
And we haven’t included your salary yet.
Step 2: Calculate Required Income
What do you need to live on? Let’s say £40,000/year (£769/week). That’s a decent, not extravagant, income for a skilled tradesperson supporting a family.
Total you need to take from business: £40,000 personal + £22,855 business costs = £62,855/year
Step 3: Account for Taxes
You’re self-employed, so you pay income tax and National Insurance on profits.
On £62,855 profit:
- Personal allowance: £12,570 (tax-free)
- Taxable: £50,285
- Income tax (20%): £10,057
- National Insurance (Class 2 + Class 4): approximately £4,240
- Total tax: £14,297
So your gross revenue needs to be: £62,855 + £14,297 = £77,152/year
Step 4: Calculate Realistic Working Hours
You won’t work 52 weeks at 40 hours. Reality check:
Weeks per year: 52 Minus:
- Holiday: 2 weeks
- Sick days: 1 week (average)
- Bank holidays: 8 days (1.6 weeks)
- Christmas/New Year dead period: 1 week
- Weather days (can’t work on driveway): 1 week (average)
- Total working weeks: 45.4 weeks
Hours per week:
- You might WORK 40-50 hours
- But you’re not BILLING all those hours
- Admin, travel between jobs, parts sourcing, quotes, marketing: 10-15 hours/week unpaid
- Realistic billable hours: 25-30 per week
Let’s say 25 billable hours/week (realistic for solo mobile mechanic once established)
Annual billable hours: 25 hours × 45.4 weeks = 1,135 hours/year
Step 5: Calculate Required Hourly Rate
£77,152 ÷ 1,135 hours = £67.95/hour
This is your absolute minimum hourly rate to earn £40k personal income.
And we haven’t included:
- Business growth (reinvestment)
- Emergency fund for quiet periods
- Equipment upgrades
- Van replacement fund
- Pension contributions
A more realistic minimum rate would be £75-£80/hour once you factor these in.
The Shock Factor
If you’re currently charging £40/hour and wondering why you’re broke, this is why. Your £40/hour isn’t covering your costs, let alone providing a decent income.
But wait, I hear you saying, “nobody will pay £75/hour in my area!”
Let’s address that next.
Market Rates: What Customers Actually Pay
The good news: customers ARE paying £75/hour+ in many areas. You just need to position yourself correctly.
Regional Rate Analysis 2025
London and South East:
- Established mobile mechanics: £55-£80/hour
- Specialists (EV, classic cars): £70-£100/hour
- Average: £65/hour
- Call-out fees: £60-£85
Major Cities (Manchester, Birmingham, Glasgow, Leeds, Bristol, Edinburgh):
- Established mobile mechanics: £45-£65/hour
- Specialists: £60-£85/hour
- Average: £55/hour
- Call-out fees: £50-£75
Regional Towns and Suburbs:
- Established mobile mechanics: £40-£60/hour
- Specialists: £55-£75/hour
- Average: £50/hour
- Call-out fees: £45-£65
Rural Areas:
- Established mobile mechanics: £35-£55/hour
- Specialists: £50-£70/hour
- Average: £45/hour
- Call-out fees: £50-£80 (higher due to travel distances)
What This Means for Your Pricing
If you’re in a regional town and need £75/hour minimum, but average rate is £50/hour, you have two options:
Option 1: Position at upper end of market (£55-£60/hour)
- Emphasise qualifications, experience, equipment quality
- Target customers who value quality over price
- Specialise in higher-value work
- Build reputation for excellence
Option 2: Increase efficiency and volume
- Work faster without sacrificing quality
- Reduce unpaid time (admin, travel, sourcing)
- Increase billable hours from 25 to 30-35/week
- At £50/hour × 30 hours × 45 weeks = £67,500 (close to target)
Option 3: Combine labour rates with other revenue streams
- Labour at market rate (£50/hour)
- Parts mark-up (25-30%)
- Call-out fees (£50-£60)
- Diagnostic charges (£60-£80 flat rate)
- Package pricing for services (£180-£220 per service)
Most successful mobile mechanics use Option 3 – competitive labour rates combined with smart additional revenue streams.
Pricing Structures: Beyond Hourly Rates
Here’s the thing: purely hourly pricing often loses you money. Smart pricing combines multiple revenue streams.
1. Hourly Rates + Call-Out Fees
This is standard mobile mechanic pricing:
Your hourly rate: £45-£60 (competitive with local market)
Call-out fee: £50-£70 (covers travel, setup, minimum job value)
Example pricing:
- Oil change: 30 mins labour (£22.50-£30) + call-out (£55) + parts (£35) = £112.50-£120
- Brake pads: 1.5 hours (£67.50-£90) + call-out (£55) + parts (£80) = £202.50-£225
Advantages:
- ✅ Clear pricing customers understand
- ✅ Call-out fee protects against tiny jobs
- ✅ Competitive hourly rate doesn’t scare customers
Best for: Small to medium repairs, variable-complexity work
2. Flat-Rate Pricing
Fixed price for specific jobs regardless of time taken:
Full service: £180-£250 (all-in)
Interim service: £120-£160
Brake pads (per axle): £150-£200 (labour only)
Battery replacement: £140-£200 (including battery)
Advantages:
- ✅ Customer knows exact cost upfront
- ✅ You benefit from efficiency improvements
- ✅ Removes hourly rate discussion
Disadvantages:
- ❌ You bear the risk if jobs take longer than expected
- ❌ Complicated vehicles might make you loss on standard price
Best for: Routine jobs you’ve done hundreds of times
3. Value-Based Pricing
Charging based on value delivered, not time taken:
Diagnostic expertise: “Finding that fault saved you £500+ in unnecessary parts replacement – my £90 diagnostic fee is bargain”
Emergency call-outs: Premium pricing (£150-£250) because you’re solving immediate crisis, not just performing work
Specialist knowledge: EV diagnostics, classic car carburettor tuning, performance modifications – charge for expertise, not just time
Advantages:
- ✅ Reflects your actual value
- ✅ Can charge significantly more for the same time investment
- ✅ Rewards expertise and quick problem-solving
Best for: Diagnostic work, specialist repairs, emergency situations
4. Package and Subscription Pricing
Pre-sold packages or ongoing relationships:
Annual service package: £450 for two services + two oil changes + 10% off other work
Fleet contracts: £X per month for all maintenance on Y vehicles
Elderly/vulnerable customer packages: Regular monthly check and service for fixed fee
Advantages:
- ✅ Predictable recurring revenue
- ✅ Customer loyalty locked in
- ✅ Easier cashflow management
Best for: Building loyal customer base, fleet work, regular customers
The Optimal Pricing Mix
60% of revenue: Hourly + call-out (bread and butter work)
25% of revenue: Flat-rate packages (routine services, common jobs)
15% of revenue: Value-based and premium pricing (diagnostics, specialists, emergency)
This mix keeps you competitive whilst maximising profit from appropriate jobs.
Parts Pricing Strategy
Labour isn’t your only revenue stream. Parts mark-up is legitimate profit that covers your risk, time sourcing, and warranty obligations.
The Three Parts Pricing Models
1. Customer Supplies Parts (0% mark-up)
You charge: Labour only
Customer saves: Your mark-up (20-30%)
You risk: Wrong parts, faulty parts, no warranty on parts, time wasted if parts incorrect
When to offer: Customer specifically requests it, performance parts they want to source themselves, trust already established
Warranty position: “I’ll warranty my labour for 12 months. Parts warranty is between you and supplier. If parts are wrong or fail, I’ll charge labour to replace them.”
Our take: Avoid this when possible. The hassle and risk often aren’t worth accommodating.
2. Standard Mark-Up (20-30%)
You charge: Trade price + 20-30%
Customer pays: Fair price reflecting your sourcing time and risk
You cover: Time sourcing, returns if faulty, warranty liability
Example:
- Trade price for brake pads: £60
- Your price: £78 (30% mark-up)
- Customer saves vs. retail: Still £20-£30 cheaper than they’d pay at Halfords
When to use: Standard pricing for most jobs
Warranty position: “Parts and labour both have 12-month warranty from me.”
Our take: This is fair, standard, and what most customers expect.
3. Service Mark-Up (30-50%)
You charge: Trade price + 30-50%
Justification: Premium parts quality, comprehensive warranty, expert sourcing, convenience
Example:
- Trade price for quality alternator: £120
- Your price: £180 (50% mark-up)
- Customer pays more but gets: Premium quality brand, your 12-month comprehensive warranty, expert installation, convenience of you sourcing it
When to use: Premium customer service, specialist parts, situations where your expertise in sourcing matters
Warranty position: “I only use quality brands I trust. Everything is covered for 12 months – parts and labour.”
Our take: Sustainable for established mechanics with strong reputation. Don’t try this as a newbie.
Parts Pricing Best Practices
✅ Be transparent: “Parts are trade price plus markup to cover sourcing and warranty”
✅ Use quality brands: Cheap parts fail, damage your reputation, cost you warranty claims
✅ Keep documentation: Receipts, part numbers, warranties from suppliers
✅ Specify on invoices: “OEM brake pads £78, labour £75” (not just “brake job £153”)
✅ Offer options: “I can use standard quality at £X or premium at £Y”
❌ Don’t hide mark-ups: Customers googling part prices and discovering you charged triple creates distrust
❌ Don’t use cheapest parts: Saving £10 on parts costs you £200 in warranty labour when they fail
❌ Don’t mark up twice: If you’re charging £50 call-out, don’t then add 50% to parts – customers notice
The Profit Reality
Job: Brake pads and discs
- Labour: 1.5 hours @ £50 = £75
- Call-out: £50
- Parts: £140 (trade £105 + 30% markup = £136.50, rounded to £140)
- Total: £265
Your costs:
- True hourly cost: £68 × 1.5 hours = £102
- Parts cost: £105
- Total costs: £207
Profit: £58 (22% margin)
That’s realistic margin on a standard job. You’re not getting rich on one brake job, but do 20 per month and you’re making £1,160/month profit just from brake work.
Premium Pricing: When You Can Charge More
Certain circumstances justify premium rates. Understanding when to charge more is crucial for maximising profit.
Time-Based Premiums
Weekend work: +20-30% on hourly rate
Evening work (after 6pm): +20-25%
Bank holidays: +30-50%
After midnight: +50-100%
Example:
- Standard rate: £50/hour
- Saturday afternoon: £62.50/hour (+25%)
- Sunday morning: £65/hour (+30%)
- Bank holiday Monday: £75/hour (+50%)
Justification: Your weekend is valuable. You’re sacrificing family time. Price accordingly.
Customer acceptance: Most customers understand and expect premium rates for unsocial hours. Those who complain can book during weekday hours.
Emergency Call-Outs
Breakdown/emergency premium: £100-£200 call-out (then standard hourly)
Roadside assistance: £150-£250 (includes travel, emergency response, difficult working conditions)
Why premium pricing works:
- You’re dropping everything to help them
- They have no alternative (car won’t start, breakdown on road)
- Value is in immediate response, not just work performed
- You bear risk of difficult working conditions
Example emergency pricing:
- Call-out: £150
- Diagnose fault: 30 mins
- Replace alternator: 1 hour
- Labour: 1.5 hours @ £60 = £90
- Parts: £150
- Total: £390
Is this expensive? Yes. Is it worth it to customer whose car broke down on motorway and needs to get to work? Absolutely.
Specialist Work Premiums
Electric/hybrid vehicles: +15-25% (requires specialist qualifications, expensive diagnostic equipment)
Classic cars: +20-40% (requires specific knowledge, careful handling, non-standard parts)
Performance modifications: +30-50% (specialist knowledge, liability for modifications)
Commercial vehicles: +10-20% (different standards, commercial downtime costs)
Justification: You’ve invested in specialist training, equipment, and knowledge. Charge accordingly.
Diagnostic Work Premium
Diagnostic fee: £60-£120 (flat rate, can be deducted from repair cost if customer proceeds)
Why charge separately for diagnostics:
- Diagnostic skills are valuable expertise
- Some customers just want diagnosis then go elsewhere for cheaper repairs
- Complex faults can take hours to pinpoint
- Your diagnostic equipment costs £500-£3,000+
Example diagnostic pricing:
- Diagnostic scan: £80 flat fee
- If fault is simple (loose connector): £80 total
- If repair needed and customer proceeds: £80 deducted from repair cost
- If customer takes car elsewhere: You’ve been paid fairly for your time
The Premium Pricing Mistake
Don’t charge premium rates without justification. “£90/hour because I’m worth it” doesn’t work if you’re doing standard oil changes in favorable conditions.
Premium pricing works when:
- ✅ Unsocial hours genuinely inconvenience you
- ✅ Emergency situation requires immediate response
- ✅ You have specialist qualifications others lack
- ✅ Conditions are difficult (roadside, bad weather, tight space)
- ✅ You’re solving specific valuable problem (diagnostic expertise)
Premium pricing fails when:
- ❌ You just want more money for same work
- ❌ You can’t justify why it costs more
- ❌ Customer has time to shop around
Positioning Strategy: Competing on Value, Not Price
Here’s the secret successful mobile mechanics know: you can’t be the cheapest and the best. Pick one.
The Race to the Bottom
If you compete primarily on price:
- You attract price-sensitive customers (who’ll leave for someone £5 cheaper)
- You work more hours for less money
- You can’t afford quality equipment
- You can’t invest in training
- You have no margin for mistakes
- You eventually burn out or go bust
The mechanics charging £35/hour are usually working 50-60 hours/week, stressed, constantly chasing payment, and making less than minimum wage when you calculate their true hourly earnings.
The Value Proposition
If you compete on value:
- You attract quality-conscious customers
- They care more about reliability and expertise than saving £20
- They pay on time
- They become loyal repeat customers
- They refer friends and family
- They leave positive reviews
The mechanics charging £55-£65/hour are often working 30-35 billable hours/week, earning £50k-£70k+, with waiting lists of customers who specifically requested them.
How to Position for Value
Emphasise qualifications:
- City & Guilds Level 3
- IMI certifications
- Specialist training (EV, manufacturer-specific)
- Years of experience
- Professional memberships
Showcase equipment:
- Professional diagnostic equipment (Autel, Snap-on, not cheap eBay scanner)
- Quality tools (Snap-on, Mac, Facom – not Silverline)
- Well-maintained, professional van
- Proper testing equipment
Build reputation:
- Google reviews (50+ five-star reviews)
- Before/after photos of work
- Customer testimonials
- Word-of-mouth referrals
Communicate expertise:
- Explain what you’re doing and why
- Educate customers about their vehicles
- Show them problems (worn parts, issues found)
- Provide written reports on vehicle condition
Professional presentation:
- Clean, sign-written van
- Uniform or branded workwear
- Protective covers for customer vehicles
- Clean up thoroughly after work
- Professional invoices and paperwork
The Pricing Conversation
When customer asks “How much do you charge?”, don’t just blurt out your hourly rate.
Bad response: “£50 an hour plus parts”
Good response: “I charge £50/hour plus a £55 call-out fee. For a full service on your vehicle, that’s typically £180-£200 including parts and labour. I’m Level 3 qualified with 12 years’ experience, use professional diagnostic equipment, and offer a 12-month warranty on all work. When would you like me to come round and give you an exact quote?”
See the difference? You’ve justified your pricing, demonstrated value, and moved conversation forward.
Adjusting Prices: When and How
You won’t get pricing perfect immediately. Expect to adjust as you learn your market and costs.
When to Raise Prices
You’re fully booked 2-3 weeks ahead: Your prices are too low. Demand exceeds supply. Raise rates by 10%.
You’re turning work away: If you’re consistently saying “sorry, I’m booked up”, you need to charge more.
Your costs have increased significantly: Fuel up 20%? Insurance up £400? Increase rates to cover.
You’ve gained significant expertise: Completed specialist training? Added diagnostic capabilities? Charge more.
Annually for inflation: Review prices every January. Increase by inflation rate minimum (2-3%).
You’re attracting only price shoppers: If every customer’s first question is “are you the cheapest?”, your pricing attracts wrong customers. Raise rates, improve positioning.
How to Raise Prices Without Losing Customers
Existing customers: Give advance notice. “From 1st March, my rates are increasing to £55/hour to cover rising costs. Thought I’d let you know in advance.”
Most loyal customers understand cost increases. They care about you more than saving £10.
New customers: Just charge new rate. They have no comparison point.
Grandfathering: Consider keeping existing loyal customers at old rate for 6-12 months whilst new customers pay new rate. Rewards loyalty.
Package deals: Increase hourly rate but offer package pricing that softens blow. “Hourly rate is now £55, but full services are still £180.”
When to Lower Prices (Rarely)
You’re consistently getting no work: If you’re not booked at all for weeks, you’re probably priced above local market. Drop 10% and reassess.
You’re new and building reputation: Starting 10-15% below established competitors whilst you build reviews is acceptable. Raise rates after 6 months.
Economic downturn in area: If local economy crashes and everyone’s struggling, temporary rate reduction might be necessary. But evaluate whether mobile mechanic business is viable in that market.
Pricing Mistakes to Avoid
❌ Discounting constantly: “20% off this week!” trains customers to wait for discounts. Maintain consistent pricing.
❌ Negotiating with every customer: If you immediately drop your price when pushed, customers learn to always haggle. Stand firm.
❌ Different prices for same work: Charging one customer £50/hour and another £60/hour for identical work creates problems when they talk to each other (and they will).
❌ Cash discounts: “£200 with invoice or £160 cash” is tax evasion. Don’t do it. HMRC investigations destroy businesses.
❌ Raising prices too sharply: Don’t jump from £40 to £65/hour overnight. Customers need adjustment time. Increase 10-15% per year maximum.
Real-World Pricing Examples
Let’s look at three mobile mechanic pricing models that work in practice:
Model 1: High-Volume, Competitive Pricing (Regional Town)
Hourly rate: £45
Call-out fee: £50
Target: 30-35 billable hours/week
Strategy: Efficient operations, quick jobs, high customer turnover
Typical week:
- 6 full services @ £180 each = £1,080
- 4 brake jobs @ £200 each = £800
- 3 diagnostic scans @ £70 each = £210
- 2 batteries @ £150 each = £300
- Misc small jobs = £300
- Weekly revenue: £2,690
- Annual: £122,000 (45 weeks working)
Costs: £22,855 + tax on £99,145 profit = approx £38,000 tax
Take-home: Approximately £61,000
Reality: Requires excellent efficiency, minimal downtime, strong work ethic. Sustainable for 5-10 years but physically demanding.
Model 2: Premium Positioning, Specialist (Major City)
Hourly rate: £65
Call-out fee: £70
Target: 20-25 billable hours/week
Strategy: Diagnostic expertise, EV specialist, premium customers
Typical week:
- 3 diagnostic jobs @ £350 each = £1,050
- 2 EV services @ £280 each = £560
- 1 complex repair @ £600 = £600
- 2 standard jobs @ £250 each = £500
- Weekly revenue: £2,710
- Annual: £122,000 (45 weeks working)
Costs: Similar to Model 1 but higher insurance and specialist equipment
Take-home: Approximately £58,000-£62,000
Reality: Requires specialist qualifications, expensive diagnostic equipment, strong reputation. Less physically demanding, more intellectually challenging. Sustainable longer-term.
Model 3: Balanced Approach (Suburban Area)
Hourly rate: £52
Call-out fee: £55
Target: 25-28 billable hours/week
Strategy: Mix of routine and specialist, loyal customer base
Typical week:
- 4 services @ £195 each = £780
- 2 brake jobs @ £220 each = £440
- 1 diagnostic + repair @ £400 = £400
- 3 smaller jobs @ £150 each = £450
- 1 emergency call-out @ £350 = £350
- Weekly revenue: £2,420
- Annual: £109,500 (45 weeks working)
Costs: £22,855 + tax on £86,645 profit = approx £32,000 tax
Take-home: Approximately £54,500
Reality: Sustainable work-life balance, moderate physical demands, regular customers provide stability. Good long-term model.
The Model That Works for You
Your pricing model depends on:
- Your qualifications and experience
- Your local market rates
- Your cost structure
- Your desired income
- Your working style preference
- Your physical capability
Start with Model 3 (balanced approach) and adjust based on experience. You can always move towards premium positioning (Model 2) as reputation builds, or increase volume (Model 1) if you prefer staying busy.
The Psychology of Pricing
Numbers matter, but so does how you present them.
Anchoring
Technique: Present higher price first, then discount/alternatives look reasonable.
Example: “Head gasket replacements usually run £800-£1,200 at garages. I can do it for £650 on your driveway.”
Customer sees £650 as bargain compared to £1,200 anchor, not as expensive compared to £450 (which was never mentioned).
Bundling
Technique: Package services together for perceived value.
Example: “Service packages – Gold £220: Full service + brake inspection + fluid top-up + 12-month reminder service”
Customers perceive package as better value than itemised costs, even if it’s the same price.
Decoy Pricing
Technique: Offer three options, making middle option most attractive.
Example:
- Basic service: £140 (minimal work)
- Standard service: £185 (full service, good value)
- Premium service: £250 (everything + extras)
Most customers pick standard (which is what you wanted). Basic makes standard look reasonable. Premium makes standard look affordable.
Precision Pricing
Technique: Specific numbers feel more calculated and justified than round numbers.
Example: “£187” feels more thought-through than “£190”
Use this for quotes: “Based on labour time and parts needed, total comes to £237” sounds more legitimate than “£240”.
The “Compared to” Frame
Technique: Compare your price to alternatives, not to zero.
Example: “My £180 full service compared to main dealer’s £420 service saves you £240”
Not: “My service costs £180” (sounds expensive compared to nothing)
Building Your Pricing Confidence
The hardest part of pricing isn’t the maths – it’s the confidence to actually charge what you’re worth.
Overcoming Price Anxiety
Fear: “They’ll think I’m too expensive”
Reality: Some will. Those aren’t your customers. The right customers care about value, not just price.
Fear: “I’m not experienced enough to charge that much”
Reality: You have qualifications, insurance, professional equipment, and years of experience. That’s worth paying for.
Fear: “Someone cheaper will take the work”
Reality: Some customers will always choose cheaper. They’ll also choose whoever’s cheapest next time. Not loyal, not profitable, not worth having.
Fear: “I’ll have no work if I charge properly”
Reality: Proper pricing attracts better customers, allows quality work, builds sustainability. Underpricing leads to burnout and business failure.
The Confidence Script
When quoting, believe this:
“My prices reflect my qualifications, my professional equipment, my insurance coverage, and my commitment to quality work with a proper warranty. I charge fairly for skilled work, and customers who value expertise are happy to pay professional rates. Those who just want the cheapest option aren’t my target customers.”
Believe it. Live it. Price accordingly.
Handling Price Objections
Customer: “That seems expensive”
You: “I understand the concern. My pricing reflects professional-grade equipment, Level 3 qualifications, comprehensive insurance, and a 12-month warranty on parts and labour. I focus on getting the job done properly rather than being the cheapest option. Would you like me to break down what’s included?”
Customer: “I’ve had a quote £30 cheaper from someone else”
You: “That’s worth considering. Can I ask – are they offering the same warranty? Do they have equivalent qualifications? Are they fully insured? Sometimes lower prices reflect corners being cut. I’d rather charge fairly for quality work than cut corners to be cheapest.”
Customer: “Can you do it for £X instead?”
You: “I appreciate you’re working to a budget. My pricing is based on my costs and the quality I deliver. I can’t reduce the price without compromising the work. What I can do is suggest which parts of the job are most urgent if you need to prioritise.”
When to Walk Away
Some customers aren’t worth having:
❌ Those who beat you down on price repeatedly: They’ll never be satisfied, never value your work, never become profitable customers.
❌ Those who want cash-only deals: Tax evasion puts your business at risk. Not worth it.
❌ Those who want champagne service at lemonade prices: “I want original BMW parts, 5-year warranty, and same-day service – but I’ll only pay £100.”
❌ Those who disrespect your expertise: “I know it’s not the battery, just change it” then complain when that doesn’t fix the problem.
Walking away protects your business, your sanity, and your profitability. You can’t build a successful business serving unprofitable customers.
Final Thoughts: Charging Your Worth
Most mobile mechanics underprice themselves because they lack confidence, not because the market won’t pay proper rates.
The mechanics struggling aren’t charging too much – they’re charging too little.
You’ve invested in qualifications. You’ve bought thousands of pounds of tools and equipment. You carry insurance. You offer warranties. You travel to customers. You work in all weather. You take responsibility for fixing people’s expensive vehicles.
That’s worth £50-£65/hour, not £35.
Stop apologising for professional pricing. Stop discounting before customers even ask. Stop competing with cowboys charging £30/hour (they’ll be bust within a year anyway).
Charge properly. Build sustainably. Serve customers who value expertise.
And if you’re looking for customers who appreciate quality mobile mechanics without platform commission fees eating into your earnings, Trader Street connects you directly with local customers. Zero commission means you keep 100% of what you charge, making professional rates more achievable.
You didn’t become a mechanic to work for poverty wages. Price accordingly.
FAQs
What if customers say I’m too expensive?
Let them go elsewhere. You’re not for everyone, and that’s fine. Focus on customers who value quality. Lower prices won’t make bad-fit customers into good customers – it’ll just make you poor.
Should I charge less when I’m starting out?
Perhaps 10-15% less for first 3-6 months whilst building reviews. Not 40% less. You still have the same costs and qualifications. Price reflects value, not desperation.
How do I know if my prices are right?
If you’re booked solid 2+ weeks ahead, raise prices 10%. If you’re consistently quiet, drop 10% or improve marketing. Aim for 70-80% of available time booked with bookings coming in steadily.
What about mate’s rates for friends and family?
Fine occasionally, but don’t make it your standard pricing. “Mate’s rates” for everyone means poverty wages for you. Real friends will pay you properly for professional work.
Can I charge different rates for different jobs?
Yes – charge more for diagnostics, emergency work, premium services. But be consistent within each category. Don’t charge one customer £50/hour and another £65/hour for identical routine work.
Should I include VAT in my quoted prices?
You only charge VAT if VAT-registered (turnover £90k+). Be clear: either “£180 including VAT” or “£180 (VAT not applicable)”. Don’t surprise customers with VAT on top of quote.
What if I can’t get enough work at professional rates?
Evaluate honestly: Is it your pricing or your marketing? Often the problem is lack of customers finding you, not pricing. Improve visibility first before slashing rates. But if genuinely priced above local market, adjust.
How do I transition existing customers to higher prices?
Give advance notice. “My rates are increasing from 1st January to £55/hour to cover rising costs. Wanted to give you heads up.” Most reasonable customers understand. Those who leave over £10/hour weren’t valuable long-term anyway.