Press & Media

FORCARA is a membership alliance for independent automotive service businesses. Members receive negotiated pricing with a roster of business-service vendors at 17-25% below standard rates, discounted access to senior advisors on valuation, succession and operations, and member pricing on FORCARA's annual national Summit for shop owners. FORCARA takes no margin on negotiated vendor pricing — the full discount goes to the member. FORCARA was founded by Bill Norton and is based in Lynchburg, Virginia.

Bill Norton has spent thirty-five years in independent automotive service as an owner, franchise trainer, and senior business advisor. He opened Agape Auto in Hollywood, Maryland in 1990, rebuilt it into a systemized operation that ran without him, and has spent the last fifteen years advising shop owners on operations, profitability and exit. He founded FORCARA in 2025.