History and Mission Statement

Rocha's Automotive was established in 2006 by Ken and Angie Rocha. Ken started his technical training at the Chevrolet dealership in Fortuna and was also a technician in the Marines. He is a GM Master Technician, ASA, and ASE certified, and has 20+ years’ experience. He decided to go out on his own and open up a small shop on Fortuna Blvd with only his daughter and wife to help him. With the support of the community, we quickly grew out of that location and moved to our current location at 1550 Alamar Way.

With the move Cody Bryant joined the staff, which started as our Lube technician in high school, and now has 8 ASE certifications and is continuing his training at College of the Redwoods.

Mike Koehler joined our team in 2010, coming in with 3+ years’ experience, 10 ASE certifications, completed the Technician Program at College of the Redwoods and complete Hybrid training.

One of the faces you will see when you come in belongs to our Service Manager James Steenblock, most people know him as "Woody". He has been here at Rocha's since 2009 is a great addition to the family, bringing with him 20+ years in the industry. Woody is certified in ASA, ASE, GM, and NAPA.

Another friendly face Anthony Fearrien, also known as "Tony". He has been with us for 5 years and he has been in the industry for 20+.

Finally, our office manager Tiara Brown, has been part of the team since we opened. She is ASA certified and continues to get training and further her education at College of the Redwoods.
Mission Statement
We are a family owned business and we like to make our customers feel like one of the family. We are here to change the automotive service business, by gaining the trust of our customers.  Here at Rocha's we strive to take care of our customers and their vehicles.This industry is always changing, so we continue changing with it! All of our technicians and service advisers attend training at least once a year.