What Step One Automotive Group does

Step One Automotive Group is a privately held, multi-brand franchised automotive dealership group operating 9 retail rooftops concentrated across Northwest Florida — specifically Pensacola, Fort Walton Beach, and Crestview — with secondary customer draw from Southeast Alabama. The group sells new, certified pre-owned, and used vehicles across a broad portfolio of OEM franchises: Ford, Chrysler/Dodge/Jeep/RAM/Fiat (Stellantis), Cadillac/GMC/Buick (GM), Kia, Subaru, Volkswagen, and Alfa Romeo, alongside used luxury inventory from BMW, Mercedes-Benz, Lexus, and Audi. The core business model is traditional dealership economics — front-end gross profit on vehicle sales, finance and insurance (F&I) revenue from facilitating third-party financing, service and parts absorption, and trade-in reconditioning — augmented by the proprietary Step One Forever Warranty (lifetime, unlimited miles, no incremental cost) and credit-assistance programs supporting buyers across the credit spectrum, including $0-down options.

The technology layer is a customer-facing digital retail platform provided by Overfuel Inc., supporting online inventory browsing, credit applications, payment calculators, trade-in valuation (claimed up to $3,000 over fair market value), and service scheduling; backend payment processing runs through Stripe under PCI-DSS standards, with remarketing and analytics integrations across Google Ads, Facebook Ads, Bing Ads, Twitter Ads, AdRoll, Google Analytics, and Google Places. Operational reach is broadened beyond retail sales through two adjacent lines: Step One Car Rental, a wholly-owned rental subsidiary operating on a separate platform, and Work Truck Solutions, a dedicated commercial vehicle and chassis sales portal addressing B2B fleet demand. Segment targeting is layered with dedicated pricing programs for military personnel, first responders, and teachers — a meaningful strategic posture given the region's concentration around Pensacola NAS, Eglin AFB, and Hurlburt Field — and the Forever Warriors community outreach sub-brand reinforces brand affinity in that demographic. Revenue, headcount, ownership, and founding-year specifics are not disclosed in available source material; the group operates as a privately held, independent dealer group without public-market listing or disclosed institutional sponsorship.

Name

Step One Automotive Group

Legal name

Step One Automotive

Website

https://steponeautomotive.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Step One Automotive Group is a privately held multi-brand franchised dealership group operating 9 rooftops across Northwest Florida, selling new, used, and certified pre-owned vehicles across Ford, Stellantis, GM, Kia, Subaru, Volkswagen, and Alfa Romeo franchises, with integrated F&I, service, parts, trade-in, car rental, and commercial work-truck operations serving individual consumers, military, and first-responder segments.

Ownership category

akta.pro rank

Product category

Automotive Retail Dealerships

NAICS

Automobile Dealers (4411), Used Car Dealers (441120), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Motor Vehicle Supplies & New Parts (5013), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Vehicle Protection & Add-on Product Financing (Warranties, GAP, Service Plans) (FSAKADAL)

akta.pro secondary industries

Replacement / Service Loaner & Dealer Rental Programs (THADAAAK), Automotive Parts & Accessories Omnichannel (CRAFAEAL), Automotive Parts & Accessories Online Retailers (CRAFADAK)

Keywords

• New car sales
• Used vehicle sales
• Auto financing
• Dealership service
• Trade-in valuation

Headquarters

HQ city

Fort Walton Beach

HQ country

United States

HQ region

North America

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D

Revenue model

1. Vehicle Sales: Sale of new and used vehicles, including certified pre-owned. Revenue generated from the margin between acquisition cost and sale price to consumers.
2. Financing Services: Assistance in obtaining vehicle financing from third-party lenders. The dealership facilitates loans and may earn financing-related revenue.
3. Service and Parts: Vehicle maintenance and repair services, plus sale of automotive parts and accessories.
4. Trade-in Processing: Purchase of customer vehicles as trade-ins, which are then reconditioned and resold.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Step One Automotive Group is a privately held multi-brand automotive dealership group operating nine franchised dealerships across Northwest Florida. It sells new, certified pre-owned, and used vehicles from brands such as Chevrolet, Ford, GMC, Toyota, Nissan, Chrysler, Dodge, Jeep, Ram, Buick, Hyundai, and Genesis, and provides complementary services including online financing, trade-in valuation, factory-certified service and parts, the Step One Forever Warranty, a Work Truck Solutions program, and a captive car rental subsidiary called Step One Car Rental.

Product overview

Step One Automotive Group is a multi-brand automotive dealership group operating 9 locations across Northwest Florida (Pensacola, Fort Walton Beach, and Crestview). The company offers a platform-plus-services model combining new and used vehicle sales across multiple brands (Ford, Chrysler, Dodge, Jeep, RAM, Buick, Cadillac, GMC, Alfa Romeo, Fiat, Kia, Subaru, Volkswagen, Hyundai, Genesis, and luxury brands) with integrated financial services including online financing, credit assistance programs, and the proprietary Forever Warranty lifetime coverage program. Additional services include vehicle trade-in/sell programs, certified technician service centers, parts distribution, work truck solutions, and a car rental subsidiary. The company also supports special programs for military personnel, first responders, and teachers.

Differentiator

Problem solved

Functional benefit

Brands

• Forever Warriors: Community outreach program associated with Step One Automotive Group
• Step One Forever Warranty

Products and services

• New Vehicle Sales Sale of new vehicles from franchised brands including Chevrolet, Ford, GMC, Toyota, Nissan, Chrysler, Dodge, Jeep, Ram, Buick, Hyundai, and Genesis to individual consumers and families in Northwest Florida.
• Used Vehicle Sales Sale of pre-owned vehicles from the group's used car inventory to individual consumers and families in Northwest Florida.
• Certified Pre-Owned Vehicle Sales Sale of manufacturer-certified pre-owned (CPO) vehicles, providing buyers with manufacturer-backed inspection and warranty coverage.
• Step One Forever Warranty In-house limited warranty program covering vehicles purchased through Step One Automotive Group, providing post-sale coverage and peace of mind for buyers.
• Online Financing and Credit Assistance Online and in-store financing services connecting vehicle buyers with lending partners, including credit assistance programs for buyers with varied credit profiles.
• Vehicle Trade-In Service Online and in-store trade-in valuation service that allows customers to apply the value of their current vehicle toward the purchase of a new or used vehicle from the group.
• Dealership Service Centers Factory-certified vehicle repair and maintenance services performed at the group's service departments, serving customers who purchased vehicles from the group and walk-in service customers.
• Parts Centers OEM and aftermarket parts sales at the group's dealerships, supplying parts and accessories for service work and retail customers.
• Step One Car Rental Captive car rental subsidiary offering rental vehicles to retail and commercial customers in Northwest Florida, supporting both walk-in rentals and the group's own service and work-truck customers.
• Work Truck Solutions Dedicated commercial vehicle program supplying upfitted, road-ready work trucks for local businesses, contractors, and tradespeople in Northwest Florida.

Quantifiable outcome

• Up to $3,000 over fair market value for trade-ins
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core.

• Ford Motor CompanycoreChannel Partner/ Reseller/ DistributorFord franchise dealership network selling Ford vehicles including F-150 trucks, Explorer SUVs, Transit vans, and Bronco models. Multiple Ford locations in Crestview and other areas.
• Stellantis (Chrysler, Dodge, Jeep, RAM, Fiat)coreChannel Partner/ Reseller/ DistributorCDJR franchise representing Chrysler, Dodge, Jeep, RAM, and Fiat brands. Multiple locations in Fort Walton Beach and Crestview.
• General Motors (Cadillac, GMC, Buick)coreChannel Partner/ Reseller/ DistributorGM franchise selling Cadillac, GMC, and Buick vehicles. Locations in Pensacola and Fort Walton Beach.
• Kia Motors AmericacoreChannel Partner/ Reseller/ DistributorKia franchise dealership in Fort Walton Beach selling Kia vehicles including Carnival, Sportage, and Sorento.
• Subaru of AmericacoreChannel Partner/ Reseller/ DistributorSubaru franchise in Fort Walton Beach selling Outback, Forester, Crosstrek, and Ascent vehicles.
• Volkswagen of AmericacoreChannel Partner/ Reseller/ DistributorVolkswagen franchise in Fort Walton Beach selling Jetta, Taos, Tiguan, Atlas, and ID.4 electric vehicles.
• Alfa RomeocoreChannel Partner/ Reseller/ DistributorAlfa Romeo franchise in Pensacola representing the luxury Italian brand.

Scale indicators4 records

Recent moves1 record

Expansion highlights6 records

Direct peers

• Group 1 Automotive: Multi-brand franchised dealer group with U.S. and U.K. operations; comparable mid-cap size, brand diversification, and integrated F&I / service / parts revenue structure to Step One.
• Asbury Automotive Group: Multi-brand franchised dealer group with strong F&I and service/parts operations; directly comparable in operational mix and brand portfolio structure to Step One, though at significantly larger scale.
• Hendrick Automotive Group: Largest privately held U.S. dealer group with 100+ rooftops; comparable as a privately held multi-brand consolidator operating without public market scrutiny — closest private-market structural analogue to Step One.
• Sonic Automotive: Mid-sized multi-brand franchise dealer group with both franchised dealerships and EchoPark used-vehicle stores; directly comparable in brand mix (incl. franchised luxury import brands) and F&I / service / parts revenue model.

Broad incumbents

• Penske Automotive Group: Multi-brand dealer group with a luxury/premium tilt and significant commercial truck exposure (Penske Transportation); Step One carries Alfa Romeo and luxury pre-owned, making Penske's premium retail model a close structural analogue.
• Lithia Motors: Highly acquisitive multi-brand dealer group with hundreds of rooftops; comparable multi-brand franchise portfolio and aggressive consolidation strategy — directly relevant as a model for what a scaled Step One could look like.
• AutoNation: Largest publicly traded U.S. auto retailer with 200+ dealerships across multiple brands; comparable multi-brand franchise model, F&I revenue, and service/parts operations, though at vastly larger national scale than Step One.
• Berkshire Hathaway Automotive: BRK-owned multi-brand dealer group operating franchised dealerships nationwide; comparable multi-brand franchise model with strong service / parts and F&I operations, owned by a long-term holder rather than public shareholders.

Emerging players

• Carvana: Online-first used car retailer with vehicle vending machines and home delivery; increasingly relevant competitor for Step One's online browsing, trade-in, financing, and home-delivery value propositions in adjacent markets.
• CarMax: Largest U.S. used-vehicle retailer with integrated financing; competes with Step One for used-vehicle and trade-in demand in overlapping geographies, though CarMax operates a no-haggle store model versus Step One's traditional franchise structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@StepOneAutomotiveGroup
• Facebookfacebook.com/steponeauto
• LinkedInlinkedin.com/company/step-one-automotive
• Instagraminstagram.com/steponeautomotivegroup
• Xx.com/StepOneAuto

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries10 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 Step One Automotive Group