"Your car is very likely the priciest piece of technology you own. But how much do you know about its technology? When something goes wrong, the mechanic calls the shots–and he is not necessarily to be trusted.
DriverSide, an online service founded in San Francisco in 2007, aims to make consumers smarter about automobile care. "Car ownership is one of the last areas that make smart people feel stupid," says DriverSide cofounder and Chairman Trevor Traina, 42. "Whenever smart people feel dumb, there's a business opportunity.""