Mobile service has become one of the industry’s hottest “what ifs.”
Dealers (for the most part) love the idea of having techs on the move, servicing customers at home, eliminating waiting rooms, etc.
However, many still wrestle with the how, given that there are few playbooks for how to acknowledge the obstacles of liability, supervision, and scalability. Even so, none of that stopped the Morgan Auto Group from jumping right in with a plan.
Driving the news: Before a single van hit the road, fixed ops director Fadi Alzeideh built the framework around compliance and control, making what others see as risk into one of the program’s biggest strengths.
What they’re saying: “We built everything around compliance and accountability,” Alzeideh said. “Each tech is paired with an advisor, vans are GPS-tracked and fully insured, and all safety and workers comp standards mirror our in-store process. Every visit includes photos, video MPIs, and same-day RO reviews, so nothing goes unsupervised.”
Fadi Alzeideh
That discipline quickly became the foundation for one of the group’s fastest-growing profit centers: a mobile service department now serving more than 180 customers per month.
From there: Alzeideh began designing the program as an entirely new business unit.
“For any dealer looking to start mobile service, my best advice is simple: treat it like a real department, not a side hustle,” he said. “You need structure, accountability, and consistent targets just like the main shop.”
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At his shop: That included designing everything from routing and scheduling to advisor communication with maximum efficiency in mind.
For example, each van runs its own P&L, with a dedicated mobile advisor managing communication, follow-up, and workflow.
Territories are divided into defined zones
Minimum vehicle counts are required at each stop
Every billed hour is tracked and monitored
And customer follow-ups are standardized through a dedicated advisor
Because those are in place, he says the ROI comes naturally, with each van targeting roughly $30,000 in gross per month.
“The first few months are about building process and consistency, but once you lock in fleet accounts and plan efficient routes, it becomes a strong profit center,” Alzeideh said.
Bottom line: This approach shows industrywide compliance and risk concerns can be mitigated (and even leveraged) as long as structure, documentation, and accountability are intentionally enforced every day.
“At the end of the day, mobile service isn’t just about fixing cars,” Alzeideh said. “It’s about building relationships. You’re showing up for customers where they are, earning their trust, and turning that into loyalty back at the dealership.”
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