[J. Larry Bloodworth]

Today, the name of the shop should be easily conveyed as a URL, which means as short as possible.  For instance, the name “automotivemanagementnetwork.com” is a WAY too long of a URL, IMHO.  However, in my industry, the one word “transmissions” is 13 characters and is already too long without any nouns, modifiers, or adjectives.

Another strategy is to look in either Google Trends, or Google Analytics (if you have an Adwords account) and see what are the top keywords/phrases used.

Another consideration is the ego-factor vs. the business-factor.  Do you really want the shop owner’s name in the name of the business?  Everybody will want to speak to [shop owner’s name] whenever the customer wants customer service.  Some even insist the shop owner perform the work themselves.

There are other factors involved in choosing a good shop name, as well.  If the name includes some geographical reference, what happens if the shop either moves or expands to a multi-shop operation?

Think carefully and choose wisely.