We recently connected with Michael Gonzales and have shared our conversation below.
Michael, appreciate you joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
The idea came in waves, but there was one pivotal moment where it all clicked. Years ago, while in graduate school, I worked on a case study about customer experience that planted the seed. But the real spark happened later, during a keynote presentation at a family-centered seminar on finance, entrepreneurship, and career growth.
It brought me back to a frustrating experience. I was driving a newer car—less than 20,000 miles on it—when it suddenly went into “limp mode.” The check engine light flashed, and I crawled the last mile to work at 15 miles an hour. What followed was hours of arranging a tow, finding a shop, and booking an Uber home. In that moment of frustration, the thought hit me: Why do I have to go to a mechanic? Why can’t the mechanic come to me?
That idea stuck. I even scribbled a rough draft of a business plan for Auto Monkey on the back of some presentation slides. Timing wasn’t right to launch just then, but when COVID hit a year later, the world changed. Suddenly, people wanted everything brought to them—groceries, takeout, even cars. It was the perfect moment to bring my app-based concept to life, modeled after rideshare companies but designed to bring the mechanic to the customer instead of the other way around.
When I first started researching “mobile mechanics,” I was shocked at how little came up. At best, I’d find a lone operator with a bare-bones website that didn’t inspire confidence. On a national level, the service didn’t exist in any serious way. Even the Department of Labor didn’t recognize “mobile mechanic” as a career path back then. Fast forward to today, and not only has the field grown, but it’s now recognized as a legitimate and expanding trade.
From the beginning, the reaction was electric. Friends, strangers—even casual conversations—would light up with people saying, “That’s so cool. I’ve never heard of anything like this.” Their excitement fueled mine. To this day, I still get giddy when I read reviews from customers who are grateful not just for the convenience, but for the mechanics who saved them from being stranded at work, stuck in a parking lot, or unable to get home.
And it’s not just customers whose lives have changed. Many of our mechanics tell me Auto Monkey gave them a real shot at making a great living doing what they love. That’s why I always remind new applicants: this isn’t just a job—it’s a service that impacts lives in very real ways.
Michael, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Sure. My background is actually in marketing, not mechanics. I have over 20 years of experience and two degrees in the field. Over the years I’ve worked across nearly every niche and scale from local to global brands — graphic design, event management, social media, and even web development, but my real passion has always been digital marketing and analytics, especially experiential campaigns that focus on the customer journey.
That said, cars have always part of my life. My dad was a master mechanic and even taught automotive repair at a university. Growing up, I spent countless hours in the garage with him—handing him tools, watching and helping him rebuild engines, or tagging along when he worked on his student’s cars. Together we even restored a beat-up 1978 Datsun B210, which became my first car at 16. Those memories are a big part of who I am.
I’m also a big DIY guy outside of work—I love doing projects for the yard and home. So when the chance came to build something that combined my love for hands-on problem solving with my digital marketing background, Auto Monkey felt like kismet. It’s a perfect blend of what we call Hi-Tech and Hi-Touch: cutting-edge digital convenience paired with real, human-centered service.
The brand itself reflects both sides of my life in that way. The name and colors are a nod to my dad, while the playful monkey icon captures my own personality—charismatic, approachable, and service-driven.
What I’m most proud of, though, is the difference Auto Monkey makes. We not only help customers out of tough situations, we also create real opportunities for mechanics. Too many talented technicians earn $10–$12 an hour in traditional shops, despite their intelligence and skill. ASE certification alone is no joke. That’s why we designed a model where a full-time mechanic can realistically earn $100,000 to $130,000 a year—while our customers still pay less than they would at a traditional shop. It’s a win-win that I’m incredibly proud of.
Can you talk to us about how you funded your business?
Auto Monkey has been 100% bootstrapped. I won’t sugarcoat it—it hasn’t been easy. For a long time, I worked two jobs: one to pay the bills and another to fund the company. Some weeks I worked 14 to 18 hours a day, seven days a week. I’d leave for my day job at 7:30 a.m., get home at 6 p.m., grab dinner, and then work on Auto Monkey until 1 or 2 a.m. My wife—a physician assistant—eventually had to sit me down and remind me to take care of my health.
Most of my paycheck went straight into paying developers and covering expenses. When that wasn’t enough, I used credit cards. There were times it felt insane, but I believed in what I was building.
I’ve spoken with several potential investors over the years. Almost every meeting started with, “This is the most incredible business idea I’ve ever heard,” but by the end, the answer was, “It doesn’t quite fit my appetite.” The closest I came was just this past year—we met several times over the course of a month. The investor eventually backed out for personal reasons but we still stay in touch.
The truth is, being self-funded has forced us to stay lean, scrappy, and laser-focused on efforts that will matter most to the customer as well as bottom-line revenue. And while it’s been a grind, it’s also built a company with a strong foundation and a clear sense of purpose.
Any insights you can share with us about how you built up your social media presence?
Social media has been a game-changer for us, but it comes with lessons learned.
One cautionary tale: Yelp. As a marketer, I’d strongly advise any business owner to approach it carefully. Once you put your information there, it’s essentially theirs. They control the profile, gate your reviews with a black-box algorithm, and decide which ones get shown. It doesn’t matter if the review is glowing or scathing—the system makes the call. On top of that, their ad model is one of the most expensive out there, despite dangling “free” offers. Honestly, Yelp hasn’t evolved much since the early 2000s, and too many business owners, myself included, have been burned.
That said, other platforms have been far more effective. Facebook and Google Ads consistently deliver the best bang for the buck. With the right remarketing strategy, you can push your return on ad spend up to 30–40%. LinkedIn is pricier, but if you’re working B2B or B2B2C, it’s a fantastic tool. I love how precisely you can target decision-makers there, and I’ve seen campaigns deliver 20%+ returns.
At the end of the day, social media is about meeting people where they are—whether that’s a mom stranded with a dead battery, a fleet manager looking for dependable service, or a dealership needing a reliable partner. Our goal has always been the same: show up where customers are, earn their trust, and prove that Auto Monkey delivers when it matters most.
Contact Info:
- Website: https://www.theautomonkey.com
- Instagram: https://www.instagram.com/theautomonkey/
- Facebook: @theautomonkey
- Linkedin: https://www.linkedin.com/company/the-auto-monkey/
- Twitter: @theautomonkey1
- Youtube: https://www.youtube.com/@auto_monkey
- Yelp: https://www.yelp.com/biz/auto-monkey-dallas-fort-worth-dallas
Image Credits
All photos are property of Auto Monkey, Inc.