Virginia Professional Auto Repair
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The History of American Pride Automotive

The Virginia Peninsula's Top Choice for Auto Repair Services

Does the name of a company matter? Does a company exist only to make money? Can a company be a living, breathing entity able to tell a story that matters? We believe that the answers to these three questions are all YES.



As a young man, Charles Marcotte Sr. (Chuck) opened Marcotte Volkswagen Service in 1962 specializing in servicing a “new technology” - the Volkswagen Beetle. It was located in an old Shell gas station in Exeter, N.H.

By 1970 Marcotte Sr’s dream became a reality when he opened an actual Volkswagen dealership in Claremont, N.H

Life Happens


One’s life has a way of taking many turns. While not all are good, it’s the ability to redirect that puts one's life back on track.

After serving in the U.S. Army, Charlie Marcotte and his new bride Diane made the move from the West coast to Virginia in 1988 where Charlie joined his father in the real estate industry. Apparently, real estate wasn’t meant to be and the dynamic duo Marcottes went back to what comes most natural – working on cars.

Chuck and Charlie set up shop in this storage unit, Sentry Self Storage, on Mooretown Road in Williamsburg. They operated illegally from a 10’ by 20’ storage unit doing whatever it took to put food on the table.

The Birth of American Pride


By 1995, the Marcottes had fought their way to legitimacy through terrible working conditions, long hours, great friends and family, as well as lots of luck until finally establishing American Pride Automotive. At this point, they had an actual storefront in an industrial business park in Hampton, VA.


On September 11th, 2001, as America was under attack, American Pride was moving its operations from Hampton to Route 17 in York County. A 7,000 sq. ft. building was rented to give the Marcottes a home for the next five years.


In 2005, American Pride managed to buy this dilapidated Ford tractor dealership on Rte 17. No, it wasn’t pretty. Yes, it had potential, and for the next nine months, every weekend and evening was spent in the form of hard labor to uncover that potential.


Nine Whole Months


By 2006, American Pride’s permanent location was "move in ready" but the hard work never stopped.


For over a decade, customers would commute to Hampton, then to Newport News, to have American Pride service their cars. It was natural to buy a location in Williamsburg to answer the needs of these loyal customers. Ironically this location on Airport Road is only ½ mile from the storage unit the Marcottes started out in on Mooretown Road.

Constant branding, supporting their community, and delivering Service with Integrity allowed for controlled and sustainable growth.


In 2012, American Pride proudly purchased its third location in Toano, VA. On its grand opening, as the ribbon was being cut, they were also holding a Family Service Day. “It is who we are that matters more than what we do,” said Charlie Marcotte as he cut the ribbon using hedge trimmers that belonged to his great-grandfather.


In December 2017, Andrew Marcotte (Charlie’s oldest son) joined the company as general manager.

"There's one thing for sure, our story hasn't ended yet. We look forward to an exciting future."

- Andrew Marcotte

Customer Reviews

  • “American Pride is exactly what an automotive shop should be. I'll definitely be going back for all of my maintenance needs.”

    Dustin W.

  • “They treat their customers in a friendly, respectful manner.”

    Cathie C.

  • “There are many options when it comes to auto service, but nothing compares to the team at APA.”

    Michael L.

  • “I have been taking my vehicles to American Pride for several years and I have complete faith in them.”

    Linda B.

  • “Thank you and keep up the superb service!”

    Kevin D.

  • “THE BEST!!”

    Mary Ann N.

  • “I would highly recommend this place for automotive needs.”

    Becki B.

  • “They go above & beyond what is necessary.”

    Cathie C.

  • “Customer service is the best.”

    Nancy & Steve T.

  • “You want someone that will stand behind their work, then bring your vehicle to American Pride Automotive.”

    David M.

  • “I have been with APA for more than 10 years now and I have NEVER ONCE had an issue.”

    Michael L.

  • “You do excellent work and have great attention to detail.”

    John J.

  • “I have been a customer since moving here 4 years ago and would go nowhere else.”

    Cythia M.

  • “There is comfort feeling like I can trust their opinions.”

    Marty R.

  • “I've been very impressed with knowledge and integrity of American Pride and all they do for their community.”

    Jamie C

We'll Get You Back On the Road

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Contact Us at 757-300-0808 for Top Quality Service
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