What Heiser Automotive Group does

Heiser Automotive Group is a private, multi-brand automotive dealership group headquartered at 1700 W Silver Spring Dr, Glendale, Wisconsin. Founded in 1917 and operating with 501-1,000 employees, the company runs 10 dealerships across the Milwaukee metropolitan area (Glendale, West Allis, West Bend, Menomonee Falls) and the Sturgeon Bay/Door County region. The group holds 10 OEM franchises covering Chevrolet, GMC, Cadillac, Ford, Lincoln, Toyota, Chrysler, Dodge, Jeep, and RAM, enabling it to serve customers across entry-level, mid-range, and luxury price tiers (vehicles listed from approximately $26,000 for a Chevrolet Trax to over $150,000 for a Cadillac Escalade IQ).

The business operates through wholly-owned subsidiary dealerships (Heiser Chevrolet, Heiser Cadillac of West Bend, Heiser Ford, Heiser Lincoln, Heiser Toyota, Heiser CDJR, Heiser GMC, and Heiser's Collision Center). Beyond vehicle sales, the group captures the full ownership lifecycle through a Service Center, Parts Center, Heiser's Collision Center, and a Finance Center offering in-house and third-party financing. Supporting the physical footprint is a digital platform (built on DealerInspire) that provides cross-dealership inventory search, payment calculation, trade-in valuation, online financing applications, and digital test drive scheduling with secure document upload via Botdoc. An AI-powered chat widget (Gubagoo) is deployed for website customer engagement.

Revenue is generated through four primary streams: new, used, and certified pre-owned vehicle sales (transactional); service and parts (transactional); collision repair (transactional); and financing/leasing (professional services). Pricing is publicly disclosed on the website, with a $479 service fee per vehicle and example financing terms of 72 months at 4.9% with 20% down. The customer base is composed entirely of individual retail consumers in southeastern Wisconsin and Door County, with no enterprise or fleet accounts disclosed. The company is privately held with no parent company, funding rounds, M&A activity, or leadership changes disclosed in the available data.

Name

Heiser Automotive Group

Legal name

Heiser Automotive Group

Website

https://heiser.com

Company type

Private

Founded year

1917

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Heiser Automotive Group is a private, multi-brand auto dealership group operating 10 franchised stores across the Milwaukee metro and Door County in Wisconsin, selling Chevrolet, GMC, Cadillac, Ford, Lincoln, Toyota, and Stellantis brands alongside service, parts, collision, and financing to retail consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Greendale

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sales of new, used, and certified pre-owned vehicles across multiple brands including Chevrolet, Cadillac, Ford, Lincoln, Toyota, Chrysler, Dodge, Jeep, RAM, and GMC.
2. Service & Parts: Vehicle service center and parts sales, including routine maintenance, repairs, and genuine parts and accessories.
3. Collision Center: Body shop and collision repair services through Heiser's Collision Center.
4. Financing: Vehicle financing and leasing services, providing competitive finance packages for vehicle purchases.

Pricing tiers

Distribution channels2 records

Marketing channels3 records

Core offering

Heiser Automotive Group operates 10 franchised dealerships across southeastern Wisconsin selling new, used, and certified pre-owned vehicles from 10 brands (Chevrolet, Cadillac, Ford, Lincoln, Toyota, Chrysler, Dodge, Jeep, RAM, GMC). The group supports the full vehicle ownership lifecycle through in-house financing, an OEM parts center, vehicle service and maintenance facilities, and a dedicated collision repair center.

Product overview

Heiser Automotive Group is a multi-dealership automotive retail platform operating 10 dealerships across the Milwaukee metro area and Sturgeon Bay/Door County in Wisconsin. The core offering is new and used vehicle sales spanning 10 brands (Chevrolet, GMC, Cadillac, Ford, Lincoln, Toyota, Chrysler, Dodge, Jeep, RAM). The portfolio includes a digital Vehicle Inventory Search platform enabling cross-dealership browsing, a Vehicle Finder Service for locating specific vehicles, plus ancillary services for financing, service/maintenance, parts, and collision repair. The group supports the full vehicle ownership lifecycle through Payment Calculator and Value Your Trade tools, and extends into the Sturgeon Bay market with dedicated Chevrolet, GMC, and Chrysler Dodge Jeep Ram dealerships.

Differentiator

Problem solved

Functional benefit

Products and services

• New Vehicle Sales Retail sale of new vehicles across 10 franchised dealerships representing Chevrolet, GMC, Cadillac, Ford, Lincoln, Toyota, Chrysler, Dodge, Jeep, and RAM, serving individual consumer buyers in the Milwaukee metropolitan area and Door County, Wisconsin.
• Used Vehicle Sales Retail sale of pre-owned vehicles across all Heiser dealerships, with inventory browsing supported by CarFax one-owner filtering and search by price and mileage thresholds, targeting individual consumer buyers in southeastern Wisconsin.
• Certified Pre-Owned Vehicles Manufacturer-certified pre-owned vehicles meeting specific quality and inspection standards and sold with extended warranty coverage, offering buyers additional assurance beyond standard used vehicle purchases.
• Vehicle Financing In-house and third-party vehicle financing and leasing services, including competitive loan packages, lease options, and online credit application processing for customers purchasing or leasing vehicles at any Heiser dealership.
• Vehicle Service and Maintenance Service center operations across all Heiser dealership locations, providing vehicle repairs, routine maintenance, and scheduled servicing for vehicles purchased at Heiser or elsewhere.
• Parts and Accessories Genuine OEM parts ordering and automotive accessories available for purchase through the Heiser Parts Center at dealership locations.
• Heiser's Collision Center Auto body repair and collision restoration services for vehicles damaged in accidents, operated as a dedicated wholly-owned subsidiary of Heiser Automotive Group.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability1 record

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• AutoNation: Largest U.S. auto retailer with 250+ franchised dealerships across 30+ brands; comparable as a multi-brand franchised dealer group with full F&I, service, and parts operations, though at materially greater scale than Heiser.
• Lithia Motors: One of the largest U.S. franchised dealer groups with a multi-brand, multi-region platform and a stated drive-by acquisition strategy targeting regional dealership groups — a direct competitive counterparty for any consolidation involving Heiser.
• Group 1 Automotive: Public U.S./U.K. franchised dealer group with 200+ dealerships across 20+ brands including Toyota, Ford, BMW, and GM franchises — highly comparable business model of multi-brand franchised retail with full service and parts.
• Penske Automotive Group: Diversified franchised dealer group with significant U.S. retail operations and premium-brand exposure (BMW, Mercedes, Audi, Porsche) plus commercial truck retail — comparable in multi-brand franchise mix and premium-vehicle orientation.
• Asbury Automotive Group: Public U.S. franchised dealer group with 150+ dealerships across 30+ brands including Clicklane digital retail platform; comparable in multi-brand franchise model and digital retail investment.
• Berkshire Hathaway Automotive: Owns Van Tuyl and related franchised dealer operations across the U.S.; comparable multi-brand franchise platform with backing of a long-horizon private parent.

Direct peers

• Hendrick Automotive Group: Largest privately held U.S. franchised dealer group with ~140 dealerships across 30+ brands including GM, Ford, Toyota, and luxury — comparable in private ownership structure and diversified brand portfolio.
• Sonic Automotive: Public U.S. franchised dealer group with EchoPark used-vehicle stores and traditional franchised dealerships across luxury and mass-market brands; comparable in multi-brand mix and used-vehicle focus.
• Suburban Collection: Large privately held U.S. franchised dealer group based in Michigan with 50+ franchises across multiple brands; comparable in private ownership, multi-brand franchised model, and Midwest regional concentration.
• Ed Morse Automotive Group: Privately held multi-brand franchised dealer group with 70+ dealerships across the Midwest and Southeast; comparable in private ownership and multi-brand franchised retail model with similar geographic footprint dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xinstagram.com/heiserautomotivegroup
• YouTubeyoutube.com/user/HeiserAutomotive
• Facebookfacebook.com/HeiserAutomotiveGroup
• Instagraminstagram.com/heiserautomotivegroup
• LinkedInlinkedin.com/company/heiser-automotive-group

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 Heiser Automotive Group