Karim Morsli is an automotive service business leader best known for his tenure as owner of Winkler Automotive in Gaithersburg, Maryland, where he took over the long-established independent repair shop in 2015 and led its modernization for nearly a decade. Bringing an engineering and technology mindset to the business, he introduced early digital vehicle inspections, cloud-based document management, OCR-enabled record retrieval, and process discipline informed by Lean Six Sigma. He is also recognized for a people-first leadership style centered on technician development, operational transparency, and raising standards across the independent aftermarket. In addition to running Winkler Automotive, Morsli became a visible industry voice on topics including shop technology, repair-data access, education, and the future of independent service centers. After building the business for ten years, he exited Winkler Automotive to a private equity group and shifted his focus toward helping shop owners improve operations and build durable, high-performing companies through his Automotive Service and Repair Roll-up.

Before entering automotive, Morsli built a career across engineering, consulting, and technology. He earned an engineering degree from McGill University, studied business management, worked as a field engineer with Schlumberger in West Africa, and later held a role with Arthur D. Little. He then moved into entrepreneurship, first with his IT venture JiT2 and later with Rising Data Solutions, a U.S.-based technology and call-center outsourcing company with operations in Ghana, where he served in a leadership role and helped advance one of the region’s first English-speaking international call-center efforts for North American clients. That blend of engineering rigor, global operating experience, and technology entrepreneurship became the foundation for his later success in automotive service.