M&T’s Darren Baker Feature On Radiator Magazine

From humble beginnings as an alignment workshop tucked behind an army camp in Auckland’s Sylvia Park, new MTA member Darren Baker’s business, Mag & Turbo, has grown into one of New Zealand’s most recognisable automotive retail franchises with 19 stores to date. Behind the polished rims and showroom-ready suspension parts that fill its stores lies a story of passion, perseverance, and one man’s belief that Kiwi car-lovers deserved something better.

Leaving Manurewa High School at just 15, Darren gained a toehold in the industry through an apprenticeship at Auto Alignment. It became his hands-on classroom, and by his early twenties, he had put himself through a Small Business Management degree via correspondence. “I was lucky to be surrounded by proper tradesmen, guys who taught me the right way,” he says.”But after a while, I realised the only way to truly grow, both personally and financially, was to work for myself.” 

First step was creating Mt Wellington Alignments, a one-man band tucked behind the early Mag & Turbo Warehouse. It wasn’t flash by today’s standards, but it was a start. Darren’s big break in business came when his skills and vision collided with the formation of Mag & Turbo franchise 30 years ago. His vision: a one-stop-shop that did it all – wheels, tyres, suspension, and alignment, all under one roof. “We knew there was a gap in the market,” he says. “People wanted quality parts, expert service, and a place they could trust. We set out to build a system that could be replicated across the country.”

Franchising became the growth model, but it wasn’t without growing pains. Smooth sailing? Nah “In the beginning, it was chaos Darren says. “No proper systems, no supplier agreements, no marketing plan. Just a lot of energy and a belief that it could work.”Funding came from turnover and an overdraft, along with help from a business partner.

But not everything was smooth sailing. “There were definitely tough moments, but I always knew we had something unique. Kiwis love their cars, and that’s not changing any time soon.” Eventually, buying out his original business partner became another defining moment. It freed up Darren to formalise systems, negotiate supplier deals, and launch nationwide marketing initiatives. Key to building the brand, Darren says, was his belief in the owner- operator model. “When someone owns the store, they’re invested in the outcome, sales, service, and reputation. And they’re rooted in their community. That’s powerful.” 

This approach saw the business grow from a single workshop to a network of thriving franchises. The brand grew not just through expansion but through evolution. Shiny wheels + Thirty years on from those humble beginnings, Mag & Turbo is more than alloy wheels and tyres. Its service offering has grown to include suspension tuning, car care, and a range of performance products.

And with the growth, the customer base has also matured. “In the early days, it was 18-to-25 year-old guys modding their rides. Now? We’ve grown up with our customers. These days it’s 30-plus, male and female. Everyone wants to put their own stamp on their vehicle. Darren has learned a few things along the way also and not every idea was a hit. “Business partners – never again, and central billing? Way harder to control than we thought,’ he says. It’s all a long way from those humble beginnings.