ChargerAvenue

Automotive technology market entry · North America

Bringing automotive technology to North American shops.

Scan tools, repair information, ADAS calibration, shop equipment, EV service tools. I've used them as an ASE Master Technician, worked at the companies that build them, and launched a product line in North America. I help automotive technology companies win over technicians, shop owners and distributors here.

Talk about your launch What I help with
MILE01

Who this is for

Companies, often headquartered overseas, with a strong product and a hard question: how do we get North American technicians to trust it, distributors to carry it and shops to pay for it?

Diagnostics & scan tools

Handheld and tablet scan tools, TPMS, programming and remote diagnostic platforms.

Repair information & software

Repair data, shop management, estimating and technician-facing apps.

ADAS & calibration

Calibration systems, targets and the service workflows around them.

Shop & service equipment

Lifts, alignment, battery service and other bay equipment.

EV & hybrid service tools

Battery diagnostics, high-voltage safety equipment and EV-specific service tools.

Fleet & telematics tech

Products sold into fleet maintenance operations and their service teams.

Charging hardware OEMs

EVSE makers entering the market. See EV charging services →

Investors & acquirers

Technical and market due diligence on automotive technology companies.

MILE02

What I help with

Four service bays, taking you from "will this work here?" to repeatable sales.

BAY 01 · MARKET & PRODUCT FIT

Will North American techs actually use it?

Hands-on product reviews by an ASE Master Technician, vehicle coverage priorities for the North American fleet, workflow and UI gaps, and honest feedback before you spend on a launch.

  • Technician product reviews
  • Coverage & feature priorities
  • Competitive teardown
  • Localization for NA
  • Diagnostics advisory on retainer

Ongoing diagnostics advisory: when your engineering team has questions about how North American vehicles, systems or technicians actually behave, you get answers from someone who has diagnosed them for a living.

BAY 02 · GO-TO-MARKET & CHANNEL

Who sells it, and how

Channel strategy across distributors, mobile tool dealers, parts stores, dealer groups, fleets and direct sales. Positioning, pricing and subscription models that fit how North American shops buy.

  • Channel & distributor strategy
  • Pricing & subscriptions
  • Positioning & messaging
  • Partner introductions
BAY 03 · LAUNCH & SALES ENABLEMENT

Make the launch land

Demo scripts, sales training, trade show strategy, launch content written for technicians, and the first reference customers who'll vouch for you.

  • Sales & demo training
  • Trade show strategy
  • Technician-focused content
  • Reference accounts
BAY 04 · SUPPORT & SERVICE READINESS

Be ready for the first phone call

Support playbooks, warranty and RMA processes, field service models and documentation that holds up when a frustrated tech calls mid-diagnosis.

  • Support & RMA playbooks
  • Field service model
  • Documentation review
  • Training programs
MILE03

I've been your customer, your colleague and your competitor

Before EV charging, I spent my career in automotive service. I started as a shop technician and earned my ASE Master Technician certification, including the L3 Hybrid/EV specialist. I've been the person your product is built for: a tech with a car on the lift and a customer waiting.

From there I moved to the companies that build those products: repair information at Identifix and diagnostics at Autel Automotive. Then I helped launch Autel Energy in North America, taking a new product line from spec to sales, installs and service.

I know what a technician will tolerate, what a distributor will carry and what a shop owner will pay for.

That mix of shop floor, product and sales is hard to find in one person, and it's exactly what a company entering this market needs.

  1. Shop floor

    Technician → ASE Master Tech

    Hands-on diagnosis and repair, including L3 Light Duty Hybrid/Electric Vehicle Specialist.

  2. Repair information

    Identifix

    Repair information and technician support used by shops across North America.

  3. Diagnostics

    Autel Automotive

    Diagnostic tools built for professional technicians.

  4. 2022 – 2025

    Autel Energy North America

    Founding team. Product & Solutions Manager, then Senior Sales Engineer.

  5. Today

    ChargerAvenue

    Independent market entry and go-to-market consulting for automotive and EV charging technology.

MILE04

Where automotive meets electrification

The aftermarket and the charging industry are converging. I work on both sides, so I can help in the overlap.

EV service in the aftermarket

Positioning EV diagnostics, battery service and high-voltage safety tools for independent shops that are just starting to see EVs come in.

Charging at dealerships & shops

Dealer and service-center charging programs that work for both the sales floor and the service bay.

Fleet maintenance readiness

Helping fleet shops get the tools, training and charging they need to service the EVs they're buying.

Diagnostics for charging hardware

Bringing an automotive diagnostic mindset to charger service, troubleshooting and uptime.

Launching in North America?

Tell me about your product and where you are in the process. The first call is free, and I'll tell you honestly whether I'm the right fit, or who is.

Start a conversation