Ewald Automotive Group

What Ewald Automotive Group does

Ewald Automotive Group is a privately held, family-owned multi-brand automotive dealership group headquartered in Delafield, Wisconsin, founded in 1964 by Emil Ewald. The group operates 8+ franchise dealership locations across southeastern Wisconsin representing 11 automotive brands, including Ford, Chevrolet, Buick, GMC, Kia, Volkswagen, Chrysler, Dodge, Jeep, Ram, and Airstream. Its core activity is retail vehicle sales to individual consumers, supplemented by a commercial/fleet channel (Ewald Truck Center, Monroe Commercial Trucks) and a recreational vehicle vertical (Ewald's Airstream of Wisconsin). Ewald also operates an Ewald Collision Center and a service department network, with a stated cumulative sales base of 70,562 vehicles.

The company's product surface spans new vehicle sales, pre-owned and certified pre-owned vehicles, electric and hybrid inventory, commercial fleet vehicles, Airstream recreational vehicles, OEM parts and accessories, and a Finance Center offering loans, lease products, and extended warranties (partnered with Fidelity Warranty Services and GM Financial). Distribution is anchored in physical showroom retail; digital channels (express.ewaldauto.com, ewaldcommercialtrucks.com) support inventory browsing, trade-in appraisal, and select purchase completion via the Easy Buy Program, but the primary sales motion remains in-store. The business is supported by sub-brands such as Ewald Advantage, Ewald Max MPG, Ewald Military Advantage, Best Used Vehicles, and a Low Price Guarantee, which form a customer-facing ecosystem around the core transaction.

Ewald's revenue is generated through three streams: (1) vehicle sales (new, used, certified pre-owned) as the primary driver, (2) finance and insurance products on a transaction-fee basis, and (3) service, parts, and collision on a recurring transaction basis. The company employs 101-250 people, holds no disclosed proprietary technology or AI capabilities, and operates exclusively in the U.S. market with no global footprint. No M&A, funding rounds, leadership changes, or restructuring events are recorded in the available data, consistent with a stable, family-controlled regional dealer group.

Name

Ewald Automotive Group

Legal name

Ewald Automotive Group

Website

https://ewaldauto.com

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

101–250 employees

Short description

Ewald Automotive Group is a family-owned, multi-brand automotive dealership group founded in 1964 and headquartered in Delafield, Wisconsin, operating 8+ franchise rooftops across 11 brands (Ford, Chevrolet, Buick, GMC, Kia, Volkswagen, Chrysler, Dodge, Jeep, Ram, and Airstream), serving individual consumers, commercial fleet buyers, and military customers with sales, financing, service, and collision.

Ownership category

akta.pro rank

Headquarters

HQ city

Franklin

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: New and used vehicle sales across 11 automotive brands. Primary revenue driver accounting for the majority of dealership revenue.
2. Finance and Insurance: Vehicle financing, extended warranties, and protection products offered through the Finance Center.
3. Service and Parts: Vehicle maintenance, repairs, collision services, tires, and OEM parts sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Ewald Automotive Group operates a multi-brand automotive dealership network across southeastern Wisconsin, selling new, certified pre-owned, and used vehicles across 11 brands (Ford, Chevrolet, Buick, GMC, Kia, Volkswagen, Chrysler, Dodge, Jeep, Ram, and Airstream). The group operates 8+ franchise dealership locations along with a dedicated commercial truck center, collision repair center, in-house finance center, service department, and an online vehicle purchasing platform (Easy Buy).

Product overview

Ewald Automotive Group is a multi-location car dealership offering a unified portfolio of vehicle sales and automotive services. The core offering consists of new and used vehicle sales across 11 major automotive brands (Ford, Chevrolet, Buick, GMC, Kia, Volkswagen, Chrysler, Dodge, Jeep, RAM, and Airstream), supplemented by electric and hybrid vehicle options and commercial fleet vehicle sales. The group provides integrated services including a service department, finance center, collision repair, and trade-in appraisal. The Easy Buy Program serves as an online platform enabling digital vehicle purchases. The dealership operates multiple locations throughout Wisconsin, each specializing in different brand portfolios.

Differentiator

Problem solved

Functional benefit

Brands

• Ewald Advantage: The company's value proposition and customer benefits program
• Easy Buy
• Ewald Max MPG
• Ewald Military Advantage
• Best Used Vehicles
• Low Price Guarantee

Products and services

• New Vehicle Sales
• Used Vehicle Sales
• Electric and Hybrid Vehicles
• Commercial and Fleet Vehicles
• Airstream RVs
• Service Department
• Finance Center
• Trade-In Appraisal
• Easy Buy Program

Named customers3 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• FordcoreChannel Partner/ Reseller/ DistributorFord franchise dealership (Venus Ford in Cudahy, Hartford Ford in Hartford) selling new Ford vehicles, parts, and service
• ChevroletcoreChannel Partner/ Reseller/ DistributorChevrolet franchise dealership in Oconomowoc selling new Chevrolet vehicles, parts, and service
• BuickcoreChannel Partner/ Reseller/ DistributorBuick franchise dealership (combined with GMC) in Menomonee Falls selling Buick vehicles
• GMCcoreChannel Partner/ Reseller/ DistributorGMC franchise dealership (combined with Buick) in Menomonee Falls selling GMC trucks and vehicles
• KiacoreChannel Partner/ Reseller/ DistributorKia franchise dealership in Oconomowoc selling new Kia vehicles
• VolkswagencoreChannel Partner/ Reseller/ DistributorVolkswagen franchise dealership in Menomonee Falls selling new VW vehicles
• ChryslercoreChannel Partner/ Reseller/ DistributorChrysler franchise dealerships in Franklin and Oconomowoc selling Chrysler minivans and vehicles
• DodgecoreChannel Partner/ Reseller/ DistributorDodge franchise dealerships selling Dodge muscle cars and performance vehicles
• JeepcoreChannel Partner/ Reseller/ DistributorJeep franchise dealerships selling Jeep SUVs and Wrangler vehicles
• RamcoreChannel Partner/ Reseller/ DistributorRam franchise dealerships selling Ram trucks and commercial vehicles
• AirstreamcoreChannel Partner/ Reseller/ DistributorAirstream dealership (Ewald's Airstream of Wisconsin) in Hales Corners selling travel trailers
• Fidelity Warranty ServicesminorGTM or Marketing PartnerProvider of customized protection products (extended warranties) offered through the finance center

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• AutoNation: Largest US public automotive retailer operating ~250+ dealerships across 30+ states. Directly comparable as a multi-brand franchise dealer group, but materially larger and geographically diversified compared to Ewald's regional Wisconsin footprint.
• Lithia Motors: Public mega-dealer group with 300+ stores across the US and Canada, pursuing aggressive acquisition-led growth. Comparable multi-brand retail model with similar new/used/F&I/service revenue mix, but operating at significantly greater scale than Ewald.
• Group 1 Automotive: Public US/UK automotive retailer operating ~200 dealerships across multiple brands. Comparable multi-franchise model with overlapping OEM partners (Toyota, Honda, Ford, BMW, etc.) and similar revenue streams including F&I and parts/service.
• Asbury Automotive Group: Public US automotive retailer with ~150 dealerships, focused on luxury and import brands plus domestic franchises. Comparable multi-brand franchise operator with overlapping OEM mix and similar Clicklane digital retail initiative.
• Sonic Automotive: Public US dealer group with ~140 dealerships plus EchoPark used-car stores. Directly comparable multi-brand franchise operator with similar new/used inventory model and growing digital retail presence through EchoPark.
• Berkshire Hathaway Automotive: Subsidiary of Berkshire Hathaway operating ~80 dealerships nationwide under multiple brand franchises. Comparable multi-brand franchise dealer model with similar F&I and service revenue mix, supported by long-term patient ownership.

Direct peers

• Hendrick Automotive Group: Largest privately held US dealer group operating 100+ dealerships primarily across the Southeast. Closest comparable to Ewald as a privately held, multi-brand dealer group with similar full-service sales/F&I/service operating model.
• Ken Garff Automotive Group: Large privately held US dealer group operating 50+ dealerships predominantly in the Mountain West. Highly comparable as a private, family-influenced, multi-brand franchise group with similar geographic concentration strategy.
• Holman Automotive: Privately held family-owned automotive group with franchised dealerships plus fleet leasing and parts distribution. Comparable private family-owned structure with multi-brand retail and adjacent fleet/commercial vehicle exposure similar to Ewald Truck Center.

Emerging players

• CarMax: Largest US used-vehicle retailer with 240+ stores and strong omnichannel digital platform. Competes directly with Ewald's used vehicle and certified pre-owned business, and represents the digital-first model Ewald's Easy Buy program is built to counter.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ewaldauto

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries11 records

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 Ewald Automotive Group