One man, 38 years, and a standard he won't drop
Prime Motive is Darrell Coutinho. A lifetime in auto electronics and vehicle security — from a London garage in the 1960s to prestige driveways across Warwickshire today.
It started in a garage in the West End of London.
My father ran a garage in the West End from the late 1960s, so I grew up surrounded by cars. I'd spend the school holidays there, and it didn't take long to discover I could read a wiring diagram and fix an electrical fault — which, conveniently, earned me a bit of pocket money.
Before long my father began fitting alarms, central locking and radios for several local main agents: Rolls-Royce, Bentley, VAG export, Fiat, Lancia, Alfa-Romeo and Maserati. I was learning my trade on some of the finest cars in the country.
Tested, fitted, and fine-tuned over a lifetime.
In the late 1980s I took over the auto electrical and security side of the business. We fitted our first modular alarm systems in 1986, and in 1992 we became the first Clifford dealer in central London.
Over the decades since, I've tested and fitted most of the major security brands there are — and through all of it, fine-tuned what genuinely works best for customers. The industry never stands still, and neither do I; I keep pace with every change so I can offer the most complete security solutions available, with service that's second to none.
Doing fewer things, and doing them properly.
It hasn't all been straightforward. Just over a decade ago, a change in my personal circumstances meant balancing raising my children with keeping the business going. It taught me a lot about priorities — about treating people honestly, and about earning trust rather than expecting it.
Those years are a big part of why Prime Motive is built the way it is: one engineer, fully accountable, looking after each customer personally.
Every day is a learning day, and I still love it.
I love meeting new people and treating them exactly as I'd want to be treated myself — honestly, with respect and fairness. What I'm most proud of isn't a turnover figure or a trophy; it's having given my trade and retail customers the best service and support I can, consistently, for as long as I have.
That's the whole philosophy: I fit to a standard, not a price. I won't compromise the quality of an installation or the products I fit to win a job on cost, and I'll always be there to support a customer afterwards. I'd be glad to look after your car too.
Let me look after yours.
Get honest advice from the person who'll actually do the work — me.