In a city known for its glitz and glamour, nestled among the neon lights and 24-hour casinos, lies an unexpected story of passion, perseverance, and pride. Eric Roubentz, the owner of RFX Automotive, has carved out a unique niche in the automotive industry, all while embracing his identity and challenging stereotypes. This is the story of how a car enthusiast turned his passion into a thriving business, becoming a trusted name in the Las Vegas automotive scene.
A Passion Ignited
Eric’s journey into the automotive world was anything but traditional. Growing up, he was always fascinated by cars, captivated by their design, performance, and the thrill of the open road. But it wasn’t until his time in the publishing industry that his passion truly took flight. As the automotive reviewer for Envy Man Magazine, Eric had the opportunity to test drive and review the latest models, giving him a front-row seat to the ever-evolving world of cars.
“I was the one who always kept automotive reviews under my personal radar,” Eric recalls. “I loved getting behind the wheel of new models, forming opinions, and sharing them with our readers. It was more than just a job—it was a way to channel my love for cars into something tangible.”
But life had other plans for Eric. After his stint in publishing, he found himself in Hawaii, where he became a partner and dealer principal for a Volvo dealership. While the experience was invaluable, Hawaii’s slower pace didn’t suit Eric’s dynamic nature. Longing for the energy and excitement of a bigger city, he made the decision to move back to Las Vegas—a place he would soon call home.
Building RFX Automotive: A Dream Realized
Upon his return to Las Vegas, Eric knew he wanted to create something of his own. Drawing on his extensive knowledge and experience in the automotive industry, he founded RFX Automotive, a company initially focused on automotive restoration. But as with any entrepreneurial journey, there were challenges along the way.
“When I first started, it was tough,” Eric admits. “We were a small operation, primarily concentrating on exterior restoration—things like window tinting and car wrapping. But I always knew we could do more.”
Over the years, RFX Automotive grew in both size and reputation. Eric’s commitment to quality, combined with his hands-on approach, set the business apart from the competition. Customers appreciated the personal touch that Eric brought to every interaction, and word of mouth quickly spread.
“Our clients could see that we weren’t just another mechanic shop,” Eric says. “We were different. We cared about the details, about making sure every car left our shop looking and running its best.”
As demand for RFX’s services increased, it became clear that the business needed more space to accommodate its growth. The decision was made to move from central Las Vegas to a larger location in Henderson—a move that would allow RFX Automotive to expand its offerings and solidify its place as a full-service automotive center.
A New Location: Expanding Horizons
Moving to Henderson was a significant milestone for RFX Automotive. The new location, conveniently situated near the Henderson DMV, offered more space, better facilities, and the opportunity to introduce a wider range of services.
“We outgrew our old location,” Eric explains. “The expansion was necessary not just for us, but for our customers as well. It allowed us to go from focusing solely on exterior work to offering comprehensive car care services.”
With the move, RFX Automotive began providing full mechanical services—everything from tires and batteries to complete engine diagnostics and repairs. This expansion was a game-changer, allowing the business to cater to a broader clientele and address a wider array of automotive needs.
“Now, we do it all,” Eric says proudly. “Whether it’s an oil change, a brake job, or even air conditioning repairs—which are especially in demand during the hot Vegas summers—we’ve got our customers covered.”
Specializations and Customer Care: The RFX Difference
What truly sets RFX Automotive apart from other shops in the area is Eric’s dedication to excellence. He prides himself on maintaining a clean, welcoming environment—something that’s immediately apparent when you step into the customer lounge.
“Our customer lounge doesn’t smell like gas or oil,” Eric says with a smile. “It’s clean, it’s comfortable, and we offer the best coffee in town. We make sure our entire shop is cleaned every day because first impressions matter.”
But it’s not just about appearances. Eric’s commitment to quality extends to every aspect of the business, from the highly skilled technicians he employs to the premium parts and materials they use. It’s this attention to detail that has earned RFX Automotive a loyal following.
“Our technicians are as good as, if not better than, those at any dealership,” Eric says confidently. “And we offer our services at a fraction of the cost. For example, we recently had an Audi come in that was quoted $4,000 for repairs at a dealership. We were able to do the same work for under $1,500—without compromising on quality.”
A Welcoming Environment: Embracing Diversity
As an openly gay business owner, Eric is particularly mindful of creating a welcoming environment for all customers, regardless of their background or identity. In an industry that hasn’t always been known for its inclusivity, Eric’s approach is refreshing.
“We have a lot of LGBTQ+ customers, and we make sure everyone feels comfortable and respected when they come to RFX,” Eric says. “It’s important to me that our shop is a place where anyone can come in, ask questions, and receive top-notch service without judgment.”
Eric’s commitment to the community extends beyond the walls of his shop. He is actively involved in various charitable initiatives, including supporting the Shriners Hospitals for Children. His dedication to giving back is a reflection of his broader philosophy on business and life.
“I believe in being part of the community and making a positive impact,” Eric says. “Whether it’s through our work at RFX or our involvement in charitable causes, we’re always looking for ways to contribute.”
Looking Ahead: The Future of RFX Automotive
As RFX Automotive continues to grow, Eric remains focused on what matters most—providing exceptional service and building lasting relationships with his customers. He understands that cars are more than just machines; they’re an essential part of his customers’ lives, and he treats them with the care and respect they deserve.
“We want our customers to feel like they can rely on us for anything,” Eric says. “Whether they’re coming in for a routine check-up or a major repair, we’re here to help. And we’re committed to doing it right the first time.”
Looking to the future, Eric is excited about the potential for further growth and innovation. He’s particularly interested in the evolving landscape of automotive technology, including the rise of electric and hybrid vehicles.
“I’m driving an electric car myself these days,” Eric shares. “It’s fascinating to see how the industry is changing, and we’re making sure we stay ahead of the curve. We’re equipped to handle everything from traditional gasoline engines to the latest electric models.”
Despite the challenges that come with running a business, Eric wouldn’t have it any other way. His passion for cars, combined with his commitment to his customers, has made RFX Automotive a trusted name in Las Vegas and beyond.
Eric Roubentz’s journey is a testament to the power of following one’s passion. From his early days as a car enthusiast and automotive reviewer to his role as the owner of a thriving business, Eric has remained true to his love for cars and his dedication to providing top-notch service. RFX Automotive is more than just a repair shop—it’s a reflection of Eric’s values, his commitment to quality, and his belief in the importance of community.
As RFX Automotive continues to grow and evolve, one thing remains certain: Eric’s unwavering dedication to his craft will ensure that the business remains a trusted resource for car owners in Las Vegas for years to come.