Broadway Automotive

What Broadway Automotive does

Broadway Automotive (operating data on file describes the entity under the Bergstrom Automotive brand) is a privately held, multi-brand automotive dealership group headquartered in Neenah, Wisconsin. The company operates 59 physical retail locations across Wisconsin representing 34 automotive franchises, including mass-market names (Ford, Chevrolet, Toyota, Honda) and premium and luxury brands (BMW, Mercedes-Benz, Audi, Lexus, Porsche, Land Rover, Maserati, Volvo). On-lot inventory at time of review totaled 4,350 new and 1,494 pre-owned vehicles. The company self-describes as Wisconsin's largest automotive marketplace.

The business is organized around four revenue streams: (1) new, certified pre-owned, and pre-owned vehicle sales with both retail and fleet channels; (2) Finance and Insurance attach revenue at point of sale, including vehicle protection products such as Auto Armor; (3) Service and Parts, with scheduled maintenance, collision and body work across all makes and models; and (4) dedicated Fleet Management services for commercial customers. The go-to-market combines direct-to-consumer sales through 59 physical rooftops with an online inventory search, scheduling, and remote-purchase platform supported by staff via call and text.

Commercial differentiation rests on a no-haggle, transparent pricing model backed by a Price Protection Guarantee and a 7-day vehicle return policy, plus a non-commissioned sales staff. Ancillary service revenues, parts, collision work, and F&I attach provide recurring income layered on top of the one-time vehicle transaction. The company is privately held with no disclosed parent, sponsor, or capital structure; it does not publish financials and has no documented M&A, funding, or leadership-change history in the available record.

Name

Broadway Automotive

Legal name

Bergstrom Automotive

Website

https://broadwayautomotive.com

Company type

Private

Founded year

1916

Operating status

Operating

Headcount range

251–500 employees

Short description

Broadway Automotive (Bergstrom Automotive) is a privately held Wisconsin automotive dealership group operating 59 retail locations across the state, representing 34 brands and serving individual consumers and commercial fleet customers with new and used vehicle sales, financing, service, and collision repair.

Ownership category

akta.pro rank

Headquarters

HQ city

Green Bay

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. Vehicle Sales: Primary revenue from sales of new, pre-owned, and certified pre-owned vehicles across 34 automotive brands. Both retail and fleet sales.
2. Finance and Insurance: Revenue from financing arrangements and vehicle protection products offered at point of sale.
3. Service and Parts: Revenue from vehicle maintenance, repairs, collision services, and parts sales. Complementary services include car washes and courtesy shuttle.
4. Fleet Management: Fleet management services for commercial and business customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Broadway Automotive is a multi-brand automotive dealership group that retails new, pre-owned, and certified pre-owned vehicles across 59 Wisconsin locations representing 34 brands. It also provides vehicle financing and insurance products at the point of sale, scheduled maintenance and repair services, collision and body work, parts sales, fleet management for commercial customers, and vehicle protection plans such as Auto Armor. The firm differentiates through a no-haggle upfront pricing model, a Price Protection Guarantee, a 7-day return policy, and non-commissioned sales staff.

Product overview

Bergstrom Automotive operates as a multi-location automotive dealership platform offering a unified buying experience across Wisconsin. The portfolio consists of three core vehicle offerings (New Vehicles, Pre-Owned Vehicles, Certified Pre-Owned Vehicles), three service departments (Service & Repairs, Collision & Body Shop, Fleet Management), and two vehicle protection add-on programs (Auto Armor, Vehicle Protection). The platform differentiates through upfront negotiation-free pricing, a price protection guarantee, and a 7-day return policy. With 59 locations representing 34 automotive brands, the company provides new cars, trucks, and SUVs alongside used inventory totaling 4,350 new and 1,494 pre-owned vehicles.

Differentiator

Problem solved

Functional benefit

Products and services

• New Vehicles New automobiles from 34 automotive brands (e.g., Acura, Audi, BMW, Chevrolet, Ford, Honda, Lexus, Mercedes-Benz, Toyota, Volvo) including sedans, coupes, trucks, and SUVs available for purchase or lease. For individual and business buyers in Wisconsin.
• Pre-Owned Vehicles Used automobiles including cars, trucks, and SUVs at various price points across 59 Wisconsin locations, with a dedicated subset of vehicles priced under $20,000. For individual consumers seeking lower-cost options.
• Certified Pre-Owned Vehicles Pre-owned vehicles that have passed manufacturer certification standards with verified quality. For buyers seeking used vehicles with manufacturer-backed assurance.
• Service & Repairs Scheduled maintenance, oil changes, tire services, and parts replacement for all makes and models at state-of-the-art facilities, with complimentary amenities. For vehicle owners across Wisconsin.
• Collision & Body Shop Collision repair and body work services to restore vehicles to factory specifications. For vehicle owners needing post-accident repair.
• Fleet Management Fleet vehicle sales and ongoing management services for commercial and business customers across Wisconsin.
• Auto Armor Vehicle protection program offering additional coverage and security for purchased vehicles. For new and used vehicle buyers seeking extended protection.
• Vehicle Protection Plans Protection plans for vehicles covering various aspects of ownership and maintenance, offered at point of sale with financing arrangements.
• Sell Your Car Service allowing vehicle owners to sell or trade in their vehicle to Broadway Automotive without purchasing a replacement. For consumers seeking to liquidate a vehicle.

Quantifiable outcome

• Love your new vehicle or return it within seven days, no questions asked

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• AutoNation: Largest U.S. auto retailer operating ~300+ franchised locations across multiple states, selling new and used vehicles across many of the same 34 OEM brands. Direct competitor in multi-brand dealership operations, F&I, and service/parts monetization.
• Lithia Motors: One of the largest U.S. auto dealership groups with hundreds of stores across numerous states, pursuing an aggressive regional roll-up strategy. Highly comparable in multi-brand franchised retail, F&I capture, and Driveway online purchasing model.
• Group 1 Automotive: Public, multi-brand U.S./U.K. auto retailer operating ~200+ dealerships. Direct comparable in franchised new and used vehicle sales, F&I, and service operations at scale.
• Asbury Automotive Group: Large multi-brand U.S. franchised dealer group with ~150+ locations and growing Clicklane digital channel. Direct comparable in multi-brand franchised retail and digital purchase capabilities.
• Sonic Automotive: Public U.S. franchised dealer group with ~140+ stores plus EchoPark used-vehicle standalone stores. Comparable across new franchise operations and parallel used-vehicle initiatives.
• Penske Automotive Group: Diversified global automotive retailer with premium and luxury franchise concentration. Comparable in franchised new vehicle retail plus commercial truck operations; relevant for premium-brand dynamics within the 34-brand portfolio.
• Holman Automotive: Large privately held U.S. automotive group combining franchised dealerships with fleet management services. Closely comparable given overlap in fleet management offerings and family/private ownership profile.

Broad incumbents

• Berkshire Hathaway Automotive: Subsidiary of Berkshire Hathaway operating a large network of franchised dealerships across the U.S. Direct comparable as a large multi-brand dealer group with strong balance-sheet backing.

Emerging players

• CarMax: Largest U.S. used-vehicle retailer with omnichannel and nationwide footprint. Adjacent competitor particularly relevant to Broadway's 1,494 pre-owned inventory and used-vehicle pricing strategy.
• Carvana: Leading online used-vehicle retailer with vehicle-vending-machine retail concept. Represents the digital-disruption threat to traditional dealer used-car and increasingly new-car economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/broadwayautogb
• Facebookfacebook.com/broadwayautomotive
• LinkedInlinkedin.com/company/broadway-automotive

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 Broadway Automotive