The difference between the garage and haulage trades is that the haulage trade only sells one standard of product. If you can take a box from A to B then you are as good as the biggest haulage company around so price is the only thing to compete on.
In the our game there will be dealers charging £80 per hour and some guy working out of his garage for £10 an hour and us somewhere in the middle! There are customers for all these levels of pricing - someone with a new £50k BMW is unlikely to want us to service his car and someone with a four year old £20k BMW probably won't want to take it to the dealer or some scalley working out of a shed so we get it instead.
You set you stall out and aim for the bit of the market that you want and you probably wouldn't actually want the £50k cars or the customers who think that £10 per hour is a bit steep!