Paul Coward
CEO, SMR
"I lead RAC's Service, Maintenance and Repair business, helping drivers access trusted vehicle servicing and repairs in the most convenient way – on their doorsteps.
Cars are becoming increasingly complex, so having the right expertise to maintain and repair them has never been more important. That's why our RAC Mobile Mechanics are employed and trained by us and why we carefully inspect our garage partners before they carry the RAC name.
We're combining our expertise with transparency and convenience, giving customers clearer information about what their vehicle needs, confidence they're paying a fair price and more choice over where and how the work gets done.
Our ambition is simple: to take the hassle and uncertainty out of servicing and repairing a car and make the RAC the first choice for drivers looking to keep their vehicle on the road."
Paul's goal
"My goal is to make the RAC the most trusted and convenient way for drivers to look after their vehicles.
For many people, servicing and repairing a car can be stressful. They want to know what work really needs doing, whether the price is fair and whether they can trust the person doing it.
We want to change that.
Through RAC Mobile Mechanics, we can bring our expertise directly to a customer's home or workplace. And when a job needs a garage, customers can access our nationwide RAC Approved Garage network.
Every RAC Mobile Mechanic is employed and trained by the RAC, and we inspect all our garage partners. So when customers see the RAC name, they know they're dealing with people they can trust.
Combine that with clear advice, transparent pricing and convenient ways to get the work done, and looking after your car becomes much simpler."
Paul’s experience
RAC Service, Maintenance and Repair
Paul leads RAC's Service, Maintenance and Repair business, overseeing the continued growth of RAC Mobile Mechanics and the RAC Approved Garage network.
His focus is on building a nationwide service that gives drivers access to the right expertise, whether that's an RAC Mobile Mechanic coming to their home or workplace or a trusted local garage.
As vehicles become more technologically advanced, Paul believes trusted technical expertise is increasingly important. His aim is to combine that expertise with a simpler customer experience, clear advice and greater transparency around the work being carried out.
Capital One, Lloyds and Deloitte
Before the RAC, Paul held customer growth and commercial roles at Capital One and Lloyds before joining Deloitte as a consultant.
Across these organisations, he built experience in customer strategy, growth and business transformation, with a focus on making complex customer experiences simpler and delivering better outcomes .
Bentley
Paul began his career as an engineer at Bentley, where he developed a strong technical understanding of vehicles and the automotive industry. That engineering background continues to shape his approach today, particularly his belief in the importance of technical expertise and quality.
Paul’s focus at RAC
Paul is focused on tackling some of the biggest frustrations drivers experience when maintaining and repairing their cars.
As vehicles become more complex, customers increasingly need access to people with the skills, training and technology to diagnose and repair them properly. At the same time, they want to understand what work is needed, what it will cost and whether they can trust the advice they're receiving.
RAC is bringing those things together: expertise customers can trust, greater transparency over the work and price, and the convenience of getting their car looked after in a way that works for them.
Ultimately, Paul's ambition is that when a driver sees the RAC name — whether on a Mobile Mechanic's van or outside an RAC Approved Garage — they know they're in safe hands .