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An Inspired Chat with Alex Noll of Katy

Alex Noll shared their story and experiences with us recently and you can find our conversation below.

Alex, it’s always a pleasure to learn from you and your journey. Let’s start with a bit of a warmup: What is something outside of work that is bringing you joy lately?
I’ve been fully spoiling my inner 16-year-old lately. Picked up a 1979 F250 crew cab and decided stock just wasn’t going to cut it. I dropped it onto a modern F250 Super Duty chassis, fabricated/modified a supercharged Gen2 Coyote under the hood, geared it with 4.88s, and paired it all with a 6R80 transmission. It’s loud, unapologetically overbuilt, and a total blast to drive around in. Just got it out of paint and bodywork, and honestly—it looks so clean it probably deserves its own Instagram account.

I also went all-in on the creature comforts—redid the interior, added air conditioning, and it’s getting a big, over-the-top lift with massive tires. Total monster. Only thing holding me back from finishing it? I’m currently working on a ‘70 SS454 Monte Carlo for my dad. That one’s got priority. But once that’s done… the truck gets its final form. Can’t wait. And yeah—I’ve spent too much. But it’s worth every penny. It looks like a million bucks. Just don’t tell my wife that I’ve spent nearly that much on it.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m the founder of ABR Houston, a high-performance European automotive repair shop based in Texas. We specialize in BMW, Mercedes, Audi, and other high-end European brands—and we do it with a level of precision, transparency, and customer service that’s honestly hard to find in this industry.

What sets us apart isn’t just the technical skill—it’s the mindset. We treat every vehicle like it’s our own, and we treat every customer like they actually matter—because they do. We don’t upsell nonsense, we don’t cut corners, and we don’t do “good enough.” Our team is built around integrity, expertise, and straight-up pride in our craft.

ABR Houston isn’t just a shop—it’s a standard. And we’re always pushing to raise that standard. Right now, we’re expanding our capabilities, investing in new tech, and building a team that’s committed to doing things the right way, not the easy way.

Okay, so here’s a deep one: What’s a moment that really shaped how you see the world?
Getting fired from the dealership. I was at the top—highest paid, most efficient tech in a shop of forty. I was in my prime, crushing it. But politics got in the way. Another tech went to HR over a technicality, and just like that—I was out. No warning. No discussion. Just gone.

At the time, it felt like the rug got pulled out from under me. I was angry, frustrated—spent a long time trying to wrap my head around how performance could matter so little when politics got involved. But looking back? That moment was a gift. It forced me to stop relying on a broken system and build something of my own.

Without that setback, there’s no way ABR Houston would exist. It lit a fire. It gave me direction. It taught me that sometimes the worst thing that happens to you ends up being the best thing for you—if you’re willing to get up, learn, and move forward. That’s what shaped me.

If you could say one kind thing to your younger self, what would it be?
Take the risk. Trust your gut. Bet on yourself. Stop waiting for the “perfect” time—because it doesn’t exist. Stop overanalyzing. You’re going to get knocked down, and it’s going to hurt. But every time you take a swing, you’ll get sharper. Smarter. Stronger. You’re more capable than you think. So stop playing small. Take the shot.

And one more thing—
I’m better and worse than you think.
Don’t estimate me.

Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What do you believe is true but cannot prove?
I believe most people are good at their core. But life gets heavy—stress, pressure, financial strain, whatever it is—and that weight shows up in how they act. Sometimes that frustration gets aimed at the wrong target. Like myself or my team, when we’re just trying to get their vehicle back on the road.

But I don’t take it personally. We’re not the enemy. It’s not me versus you—it’s me and you versus the car. We’re here to help. That’s what I believe in. Even if I can’t prove it on paper.

Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. Are you doing what you were born to do—or what you were told to do?
Easy. I was built, born, and wired to fix things. It started with cars—taking them apart, solving problems, making them better. But over time, that ability evolved. Now I’m fixing people, processes, and business. Same mindset. Same purpose. Just a bigger playing field.

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