1550 Alamar Way , Fortuna, CA 95540
Mon - Fri: 8:00 AM - 5:00 PM
Text 'Rocha' to (844) 989-2528 and be the first to hear about promotions and shop information!
Your Dealership Alternative
Family owned and operated
since 2005
5th Oil Change is FREE
At Rocha's Automotive, come in for 4 oil changes and get the fifth one free! Call for details

We love our Customers and as a thank you for your loyalty Your 5th Oil Service with Courtesy Vehicle Health Check is always FREE!

Why Come to Rocha's Automotive Inc.

Why come to Rocha’s?

Experience: Rocha’s is a family owned and operated business, Servicing Fortuna and the surrounding community for 15 years.

Customer Benefits: Rocha’s Automotive takes great personal pride in delivering a higher level of customer service. Rocha’s performs a 26 point Courtesy Digital Health check. We can email or text the inspection to you, with pictures, that you can check over from the convenience of home or work. Or you are welcome to wait in our waiting room with free Wifi and coffee from our coffee bar. Rocha’s has Free Shuttle Service in the local area. With an Early Bird/ Night Drop box and Same Day Service we have you covered.

Rocha’s Automotive can perform all of your factory scheduled maintenance ensuring your Factory Warranty remains intact. To top that we offer a 36 months/36,000 mile nationwide warranty on work performed by Rocha’s Automotive. That’s double the industry standard warranty. You can avoid the Dealership!

Trust: Honesty and integrity you would expect- With a 99% Customer Satisfaction rating and a ton of 5 star Reviews. We walk the walk. Our Customers are important to us. Ken and Angie Rocha live and shop in Fortuna among our customers. We support local youth and community Events. At Rocha’s Automotive your money stays local.

We are a true Dealership Alternative- There is no need to go anywhere else for your Automotive needs!!

Rocha's Automotive Crew | Rocha's Automotive Inc.Ken Rocha and Angela Rocha | Rocha's Automotive Inc.Rocha's Automotive Dog | Rocha's Automotive Inc.

free courtesy shuttle in the surrounding Fortuna area

clean waiting area with free refreshments, Wi-fi, children's toys, and cable.

Happy customers

What Our Clients Say about us

Read all reviewsLeave a review
Very nice people and great service. Came to this place for an oil change and to get my filters replaced. They were nice enough to give me a discount. My car has nearly 100k miles and it needs some more work done, just normal wear and tear. I highly recommend this place to everyone. 👍😊
5 star review from Adam Johann Reger
Grateful to have found these folks to help me. I will be back for sure!
5 star review from Wendy Hancock
Treated more than fairly
5 star review from Cameron Robert Moore
5 star review from David Kajtaniak
I recently had a smog check done at Rocha’s. I was 20 minutes early for my appointment, they got me right in without a wait, and the service was great. Nice clean shop, friendly & efficient staff. I would definitely return for other automotive services in the future.
5 star review from Meghan Mott DVM
5 star review from natashametz
5 star review from Jackie Chittenden
4 star review from Lois Casacca
5 star review from Joann Rimmey
Great place to take your car. It’s family owned and operated, they take great measures to make sure you are taken care of. It’s the only place in Humboldt I would ever take my car for repairs.
5 star review from Kim L
This was my first time going to Rocha's Automotive and I'm so glad that I did. I took my vehicle in for it's 36,000 mile maintenance and the staff at Rocha's Automotive was great. They called me before doing any specific maintenance, gave me the approximate time it would take to complete the task(s), and prices were very reasonable. I've been to Rocha's Automotive twice now and am so glad that I did.
5 star review from Diana Robledo
First time service here and super impressed with the friendly staff and the extra mile they go checking other vitals while doing an oil change. I am now a return customer.
5 star review from Debbie Nickols
Excellent customer service.. great people
5 star review from HEATHER FULTON
5 star review from Laura Hawkins
Went in for a diagnosis. Tried to pass smog. Told me I needed a valve adjustment (I can do at home). Did not pinpoint the shakiness of the vehicle or the reverse issue clearly enough. Overall, decent service for a mechanic that I have never been to. Fairly good service.
5 star review from Cameron Wasserman
Took my car right in and got my smog cert, by the time we got home we couldn't have been back 2 minutes and the car was done and ready to be picked up, Thank you Tony and crew!!
5 star review from NorCalDav NorCalDav
Warranty badge | Rocha's Automotive Inc.

3 Year / 36,000 MilePiece of mind warranty

We can offer you this great warranty because we use quality parts and employ ASE and Factory Trained Mechanics.

Financing Options

Rocha’s Automotive offers the Synchrony Car Care™ credit card with 6 months of no interest financing on all purchases over $299!

More information

Having Trouble Finding Us?

1550 Alamar Way, Fortuna, CA 95540

Get Directions

Make an Appointment


Subscribe to our text messages!

The best way to stay in touch with us is by subscribing to our text message service! Be the first to know about our important updates and receive our exclusive offers. Enter your information below to join our text message communications list and never miss a deal.