Mr MOT
Teknol House, Victoria Rd
Burgess Hill RH15 9LH

One of the things I have learned during Car Week is that names such as Mr Tyre or Mr Clutch do not necessarily imply an exclusive focus on tyres or clutches.

The name may signal a particular area of strength, but it is usually only one element in a wider portfolio of services. Mr Clutch even goes so far as to counteract the implication of his own name with a reassuring strapline: Mr Clutch does so much.

Mr MOT is a different case. He specialises in MOTs and nothing else. In fact, his strapline can be taken almost as a mirror image of Mr Clutch's, using a mnemonic rhyme to emphasise exclusivity rather than inclusivity: We don’t do repairs, we don’t sell spares.

That's a fine strapline. As Mr MOT explains on his website, his unerring focus on MOTs is good news for customers, who don't have to worry about him finding fault purely with a view to selling secondary services.

By the way, I was unable to locate the exact premises for Mr MOT on Street View, but I did find this van, which I presume is parked in the right place.

One final point about Mr MOT. We noted earlier in the week that MOT stands for Ministry of Transport test and is therefore occasionally rendered as MoT. However, Mr MOT adopts all caps and I support him in this. It seems less fussy and has become the accepted usage.

Fine work, Mr MOT. Your brand ticks all the right boxes.*

* A semi-humorous reference to MOT tests.