Founder Michael Petersen is helping independent repair shops and everyday drivers make smarter, more confident service decisions through AI-powered tools.
When Michael Petersen founded Raise a Hood, he was not simply launching another automotive technology startup. He was addressing a widespread confidence gap that affects millions of vehicle owners every year.
“About three-quarters of consumers feel anxiety or distrust when bringing their car in for service,” Petersen explains. “There’s a huge information imbalance. Shops know exactly what’s going on. Customers often don’t. We built Raise a Hood to sit in the consumer’s corner and level the playing field.”
That mission, empowering drivers with clear, data-driven insight, is now fueling the company’s rapid evolution from concept to scalable SaaS platform serving independent repair shops across multiple states.
Bridging Automotive and AI
Petersen’s path to entrepreneurship uniquely positioned him to tackle this challenge. Raised around cars by his mechanic father, he later earned an engineering degree from the University of Minnesota and began his career at Ford Motor Company, working on major vehicle programs. After a graduate degree in vehicle dynamics from Purdue and an MBA from Michigan, he built leadership experience in high-tech, private equity, and global technology firms.
“I realized this was the first time in my career I could bring together my automotive background, my high-tech experience, and my commercial leadership all in one place,” Petersen says. “Not many people get to work at the intersection of all their passions.”
That intersection became Raise a Hood; a digital platform powered by proprietary AI tools branded as GUS® (Generative Uniform Syntactics). These tools help vehicle owners better understand their cars’ underlying issues, compare options like tires, and make service decisions with greater confidence.
From Pivots to Product-Market Fit
Raise a Hood did not arrive at its current model overnight. Petersen and his team went through multiple iterations before landing on a scalable approach.
“We had a service customers loved, but they didn’t want to pull out a credit card to pay for information,” he says. “So, we pivoted. Instead of charging drivers directly, we partner with high-quality independent shops, deliver them more leads and visibility, and embed our AI tools right on their websites.”
Today, Raise a Hood operates as a subscription SaaS platform for repair shops, offering AI-driven consumer engagement tools that increase transparency, build trust, and ultimately drive more informed and more confident customers into the service bay. The company also certifies partner shops, highlighting only those that meet rigorous quality standards.
“We only work with the top tier of independent shops,” Petersen notes. “Shops that take care of customers, that run honest operations, and that want technology to help them communicate better.”
The impact is already measurable. One partner shop in Arizona doubled its business within a year of adopting the platform; a result Petersen attributes to a mix of strong operations and improved digital engagement powered by Raise a Hood’s tools.
Growth Mode in 2026
After several years focused on product development, AI engine refinement, and market validation, Raise a Hood is now in expansion mode.
“The foundation is built,” Petersen says. “Now it’s about growth; adding more shops, expanding geographically, and continuing to enhance our AI capabilities.”
With multiple AI modules already live and new versions launching, Petersen envisions Raise a Hood becoming a valuable technology layer within the broader automotive service ecosystem, potentially integrating with larger industry platforms in the future.
The Value of MESA Mentoring
Despite his extensive executive background, Petersen did not try to build Raise a Hood alone. He took his idea through its paces, winning the Tech Division in the 2023 MN Cup, and in 2024, Raise a Hood was the overall winner of the Dallas Startup Week competition. And Peteren actively sought ongoing, seasoned guidance and accountability, first through an experienced board of directors, and now also through MESA Mentoring.
“The older you get, the more you realize how much you don’t know,” Petersen says. “I’ve always valued outside input.”
Initially cautious about startup support programs, Petersen quickly discovered MESA offered something different.
“Often businesses supporting startups want to move fast and take your money,” he recalls. “I kept waiting to find the catch, and there just wasn’t one with MESA. It’s a non-profit, focused solely on the founder and the company’s growth. Once I understood MESA’s mission, it was a no-brainer.”
He was paired with MESA Mentor Mike Thyken, whose deep technology, broad industry experience, and practical perspective have become an important part of Raise a Hood’s strategic rhythm. He was naturally drawn to Raise a Hood because of its technology, especially its use of AI, making it a fast-evolving platform. As a former CTO and CIO with experience in several startup ventures, he knew his experience could be valuable to the company as it grows.
Thyken shares, “Working with Michael has been just a joy. He actively seeks opinions and really values outside expertise. He’s extremely coachable, takes the feedback and input he gets to heart, and takes actions to make positive adjustments to his strategy and business model.”
“When I sit down with Mike, it’s not a board judging me. I can talk with him about anything,” Petersen says. “He gives me his honest, grounded advice. Now, he sits in on board meetings, and that has made his guidance even more effective, because he sees the full picture of what we’re dealing with.”
A Bigger Vision
Beyond financial success, Petersen is motivated by a broader industry impact.
“We don’t have enough people going into the trades, and independent shops are at a technology disadvantage,” he says. “If we can give great local operators better tools, help consumers feel more confident, and make the ecosystem more transparent, that’s a win for everyone.”
Through Raise a Hood’s continued growth and the support of mentors like Thyken and the MESA community, Petersen is working to make that vision a reality, one informed repair decision at a time.
