Cars are becoming more complex, and so is auto locksmithing. Darren Dean believes his background in mechanics and diagnostics gave him the perfect foundation for tackling immobiliser systems, control modules, and the challenges of modern vehicle security. From Portsmouth, he’s built Southern Auto locksmiths on mechanical know-how, training his own team to keep pace with the changing trade.
Growing up in the Garage
I’ve been around cars for as long as I can remember. My dad had a garage, Dean Auto Services, and when I left school at 16, I went straight in to work with him. I was always in the garage anyway, learning stuff, fixing things, watching how it was done. My dad’s retired now, but back then he was always at it, and I just picked it up.
I found I was good with diagnostics, with fault finding, working out what the problem was rather than just swapping parts. I liked that side of the trade, not just opening cars, but understanding the electronics and functioning of the whole vehicle.
Setting Out on My Own
I always knew I wanted to work for myself, but I knew that I didn’t want was the hassle of a shop unit or garage. A van suited me better – no rent, no landlords, no building to worry about, just me on the road with the kit I needed.
In 2012, I decided to set up on my own, opening as DD Diagnostics, but it didn’t really fit with where I wanted to go. I wanted to do more than just diagnostics. I wanted to get into car keys, auto locksmithing, and tie it in with all the old skills I had as a mechanic. It seemed the natural way forward. So, Southern Auto Locksmiths was born.
Selling the Snap-On Toolbox
Starting out wasn’t easy. The investment was huge. I sold everything I had, even my Snap-on toolbox that I’d cherished for years. That toolbox meant a lot to me, but I knew if I wanted to make it work, I had to let it go to raise the money.
I put about forty grand into equipment to get going, and to be honest, that was just the beginning. Once you start, it spirals out of control. There’s always more kit you need, and you can’t run a proper service without the right stock. It’s not just about having a key-cutting machine. You need the full setup, and the costs escalate fast.
Training Myself & Others
I didn’t go on fancy training courses to get started. I trained myself, learned it the hard way, figuring it out on the job. That’s how I’ve always worked, and it gave me confidence to solve problems my own way.
Now I’ve got three vans on the road and two lads working with me. Both of my lads came from mechanic backgrounds. I trained them myself, and that’s important, because they’re representing my business, and being an auto locksmith isn’t just cutting keys. You’ve got to be able to strip cars down and rebuild them.
Keeping customers happy is really important to us, and that’s where Karen comes in. She keeps everything organised and makes sure the lads are on their toes. We never turn up to a job unannounced because Karen always books the appointments so customers aren’t left waiting in all day. Everyone gets a specific time slot, and she makes sure the guys phone ahead before heading over. It keeps things running smoothly and customers appreciate knowing exactly when we’ll arrive. Communication makes all the difference.
Advice for Newcomers
Since Covid there’s been a flood of new people trying to get into the trade. Everyone wants to be self-employed, but I’d tell them to think carefully.
If I was starting now, I wouldn’t try to go all in like I did. I’d start small. Do lockouts. Don’t throw everything at it in one go, because the investment is astronomical. You can’t just step in and compete with the guys who’ve been at it ‘donkey’s years’. Build it up in stages, find your feet, and don’t overspend before you’ve got the work.
I’d also say, do your research. Look at the area you want to work in. See how much coverage is already there. If you set up in a place full of locksmiths, you’re going to struggle. Find the gaps where you can fit in.
The Advertising Struggle
Advertising has been one of the hardest parts of the job for me. I don’t trust Google. It just feels like throwing money away sometimes, with everyone outbidding each other. You end up spending willy-nilly, and the numbers don’t make sense.
When I started, I built the business through word of mouth. I went round the garages, introduced myself, spoke to people face to face. That worked. The work grew, and for a while I was almost too busy. I didn’t want to tread on other people’s toes, so I stuck to my patch and the calls kept coming in.
Now it’s not the same. Five years ago, there was too much work. These days it’s harder, more competitive, and advertising costs more. The market has changed.
Electrification
It’s not just the business side that’s changed. Cars themselves are getting more complicated. Immobiliser systems, ACUs, body control modules – it’s all a lot more electronics now. My background in diagnostics and electrics has been a big advantage.
I’ve also done training on electric vehicle safety, and I think more auto locksmiths are going to have to take that seriously. Working roadside on electrics can be dangerous if you don’t know what you’re doing. It’s not just plugging in a diagnostic machine anymore – you’re dealing with high-voltage batteries that can kill you if you get it wrong.
You’ve got to know exactly what you’re working with, or you’re putting yourself at real risk.
Keeping Up & Finding Inspiration
Running flat out with work every day makes it hard to keep up with what’s new on the market. That’s why I try to go to the MLA Expos when I can. For me it’s about inspiration and seeing what tools or tech might help in the future. You can’t just keep doing the same thing and expect to stay ahead.
Where I Am Now
I’ve got three vans, two good lads who know what they’re doing, and enough work to keep us busy. I’m not chasing big expansion, I just want to keep things steady and ticking over, without too much stress.
The truth is the trade has got tougher. There’s more competition, more advertising costs, and less work to go around than there used to be. But I still enjoy it. I like fixing things, I like problem-solving, and I like knowing I built this business myself.
More information
Darren Dean founded Southern Auto Locksmiths in 2012 after a career in the motor trade. Based around Portsmouth, the business has grown to three vans with a small, skilled team specialising in auto locksmithing, diagnostics, and vehicle security. Known for combining mechanical expertise with a hands-on, practical approach, Darren continues to train his team from the ground up, keeping customer service and technical skill at the core of the business.
www.southernautolocks.com
07818 215 683
Office.salocks@gmail.com