Graff Chrysler Dodge Jeep Ram of Rockford

What Graff Chrysler Dodge Jeep Ram of Rockford does

Graff Chrysler Dodge Jeep Ram of Rockford is an authorized Stellantis franchised new-vehicle dealership located at 4395 14 Mile Road NE in Rockford, Michigan, selling Chrysler, Dodge, Jeep, RAM, and pre-owned vehicles to individual retail consumers, off-road enthusiasts, truck buyers, and small commercial/fleet customers in Mid-Michigan. Its core product is the franchise retail of OEM vehicles across four brands — including the Chrysler Pacifica and Voyager, Dodge Charger/Durango/Hornet, the full Jeep lineup from Wrangler through Wagoneer S, and the RAM light- and heavy-duty truck range — supplemented by certified pre-owned, CarFax-verified used inventory, and a service-and-parts department staffed by factory-trained technicians using genuine Mopar parts.

The business operates a multi-revenue-stream dealership model: one-time gross profit on new and used unit sales (with a $280 documentation fee on used units), recurring service and parts revenue including an express lane oil-change offering, and finance-and-insurance income from conventional and special financing, extended service contracts, gap insurance, and a co-branded DrivePlus Mastercard. Pricing is unit-based with MSRP-plus-negotiation on new vehicles and per-listing internet pricing on used, supplemented by monthly subscription-style leases (e.g., $449/month with $3,888 due at signing on a 2026 Grand Cherokee Laredo X) and 90-day-deferred-first-payment promotions.

Distribution is anchored in a single physical showroom supported by a DealerOn-powered digital storefront that provides online inventory search, instant cash offer trade-in valuation, payment calculators, financing pre-approval, and service scheduling; the dealership also benefits from cross-location inventory access via the nine-store Graff dealership group operating across Mid-Michigan. GTM is direct-to-consumer across phone, walk-in, and digital channels, with community sponsorships (Rockford Public School Athletics) supporting top-of-funnel awareness. The franchise relationship with Stellantis and integration with Mopar/Uconnect represent the primary technology dependencies.

Name

Graff Chrysler Dodge Jeep Ram of Rockford

Legal name

Graff Chrysler Dodge Jeep Ram Rockford

Website

https://graffcdjr.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Graff Chrysler Dodge Jeep Ram of Rockford is a Stellantis-franchised new- and used-vehicle dealership in Rockford, Michigan, selling Chrysler, Dodge, Jeep, and RAM vehicles plus service and financing to individual, off-road, truck, and small-business buyers in Mid-Michigan as part of the nine-store Graff dealer group.

Ownership category

akta.pro rank

Headquarters

HQ city

Rockford

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. New Vehicle Sales: Sale of new Chrysler, Dodge, Jeep, RAM, and related brand vehicles. Customers can order vehicles with exact specifications or select from existing inventory.
2. Used Vehicle Sales: Sale of pre-owned vehicles including certified pre-owned, trade-ins, and vehicles from other brands.
3. Service and Parts: Factory-trained service technicians providing maintenance, repairs, and genuine Mopar parts and accessories. Offers express lane oil change service.
4. Finance and Insurance Products: Conventional and special financing options, extended service contracts, gap insurance, and DrivePlus Mastercard credit card.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Graff Chrysler Dodge Jeep Ram of Rockford is an authorized Stellantis franchise dealership selling new Chrysler, Dodge, Jeep, RAM, and Fiat vehicles alongside used and certified pre-owned inventory. The dealership operates a service and parts department staffed by factory-trained technicians offering maintenance, repairs, and genuine Mopar parts and accessories. It also provides in-house conventional and special financing, lease options, trade-in appraisals, and F&I products including the DrivePlus Mastercard co-branded credit card.

Product overview

Graff Chrysler Dodge Jeep Ram of Rockford is a car dealership offering a unified portfolio of vehicle sales and related services. The core offering consists of new vehicles from four brands: Chrysler (Pacifica, Voyager), Dodge (Charger, Durango, Hornet), Jeep (Wrangler, Grand Cherokee, Cherokee, Compass, Recon, Gladiator, Grand Wagoneer, Wagoneer), and RAM (1500, 2500, 3500, ProMaster, Chassis Cab). These are complemented by used vehicle sales, vehicle financing, service and parts department, trade-in appraisal, and test drive scheduling tools. Commercial vehicle solutions including work trucks, cargo vans, and business programs are also available. The product portfolio is integrated through the DealerOn website platform, which provides inventory browsing, appointment scheduling, and online financing tools as unified digital touchpoints for the dealership's physical vehicle sales and service operations.

Differentiator

Problem solved

Functional benefit

Products and services

• New Chrysler Vehicles Sale and service of new Chrysler vehicles including the Pacifica, Pacifica Hybrid, and Voyager, targeted at families and individual consumers shopping for minivans.
• New Dodge Vehicles Sale and service of new Dodge vehicles including the Charger muscle car, Durango SUV, and Hornet compact crossover, targeted at performance and SUV buyers.
• New Jeep Vehicles Sale and service of new Jeep SUVs and trucks including the Wrangler, Grand Cherokee, Cherokee, Compass, Recon, Gladiator, Grand Wagoneer, and Wagoneer line, targeted at off-road enthusiasts and family SUV buyers.
• New RAM Vehicles Sale and service of new RAM light-duty and heavy-duty trucks plus ProMaster commercial vans, targeted at truck buyers, work users, and commercial fleet customers.
• Used Vehicle Inventory Sale of pre-owned vehicles including certified pre-owned, trade-ins, and vehicles from other brands, targeted at value-oriented individual consumers.
• Commercial Vehicles and Business Link Commercial vehicle solutions including work trucks, cargo vans, chassis cabs, and business programs such as On the Job Allowances, targeted at small business owners and commercial buyers.
• Vehicle Service and Parts Factory-trained maintenance, repair, and parts services using genuine Mopar parts and accessories, including express lane oil change and recall lookups, targeted at vehicle owners.
• Vehicle Financing and F&I Products In-house financing, lease options, pre-approval, payment calculator, extended service contracts, gap insurance, and co-branded DrivePlus Mastercard credit card, targeted at vehicle buyers seeking financing solutions.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• MoparcoreTechnology or IntegrationOfficial parts and service partner providing genuine Mopar parts, accessories, service coupons, and recall information. Mopar Recalls website link provided for vehicle recall lookups.
• Stellantis (Chrysler, Dodge, Jeep, RAM brands)coreChannel Partner/ Reseller/ DistributorAuthorized dealership franchise selling new Chrysler, Dodge, Jeep, and RAM vehicles. Access to manufacturer incentives, special programs, and Uconnect technology.
• DrivePlus MastercardminorGTM or Marketing PartnerCo-branded credit card partnership offering DrivePlus Mastercard for vehicle purchases and rewards.
• Rockford Public SchoolsminorOthersCommunity sponsorship of Rockford Public School Athletics Program and other local organizations.
• Uconnect (Stellantis)coreTechnology or IntegrationConnected vehicle technology platform featured on new vehicles, including remote start capabilities and smartphone integration.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• LaFontaine Automotive Group: Michigan-based, family-owned dealer group operating multiple franchises including CDJR brands across Southeast Michigan. Highly comparable as a regional, multi-brand franchise group with similar reliance on Stellantis volume brands and community-led marketing.
• Suburban Collection: Large Michigan dealer group with CDJR franchises among its brand portfolio. Comparable as a regional multi-rooftop franchise competitor in the same Mid-Michigan-adjacent trade area with overlapping brands and customer segments.
• Bill Marsh Auto Group: Regional Michigan dealer group with multiple brand franchises including Chrysler, Dodge, Jeep, and RAM. Comparable footprint and franchise mix serving Northern Michigan consumers with similar full-service sales, service, and parts operations.
• Betten Baker Auto Group: West Michigan dealer group operating multiple franchises including CDJR. Comparable as a regional competitor with similar family-ownership dynamics, community involvement, and mid-Michigan trade area overlap.

Broad incumbents

• AutoNation: Largest U.S. auto retailer with hundreds of franchises across many OEMs including Stellantis brands. Relevant as the scale benchmark that drives industry consolidation pressure on sub-scale single-rooftop dealers.
• Lithia Motors: One of the largest U.S. dealer groups with an aggressive acquisition strategy and broad OEM portfolio including CDJR franchises. Sets the consolidation and digital-retailing benchmark for the industry.
• Group 1 Automotive: Large public dealer group operating hundreds of franchises in the U.S. and U.K., including Stellantis brands. Comparable OEM mix and full-line new/used/service business model at greater scale.
• Penske Automotive Group: Major global dealer group with premium and volume franchises. Comparable OEM and franchise-dealer business model, particularly on the commercial truck side which overlaps with RAM commercial sales.
• Sonic Automotive: U.S. public dealer group operating franchised dealerships and EchoPark used-vehicle stores. Comparable franchise-dealer operations including Stellantis brands, with an adjacent used-car vertical relevant to Graff's used inventory strategy.
• Asbury Automotive Group: U.S. public dealer group with a portfolio of franchised stores including Stellantis brands. Comparable franchise-dealer model and mid-market regional positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/graff-chrysler-dodge-jeep-ram-of-rockford

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Graff Chrysler Dodge Jeep Ram of Rockford