Carter Myers Automotive

What Carter Myers Automotive does

Carter Myers Automotive (CMA) is a privately held, 100% employee-owned automotive dealership group operating 29 rooftops across Virginia, West Virginia, Maryland, and North Carolina. Founded in 1924 as Petersburg Motor Company, CMA is currently led by fourth-generation family member Liza Myers Borches as President & CEO and represents 18 OEM franchises including Chevrolet, Honda, Hyundai, Kia, Subaru, Nissan, Cadillac, Buick GMC, Lincoln, Volvo, Ford, Dodge/Jeep/RAM, Toyota, and Volkswagen. Its wholly-owned operating subsidiaries include the Colonial, Valley, and single-brand dealership entities organized around Richmond, Charlottesville, Winchester, Lynchburg, Staunton, Williamsburg, Martinsburg, Lexington Park, and Rocky Mount markets.

CMA generates revenue across four streams: new vehicle sales at MSRP plus processing fees, certified pre-owned and used vehicle sales with manufacturer warranties, finance and lease origination through third-party lending partners, and recurring service and parts revenue from factory-trained and ASE-certified technicians. The Easy Purchase online platform extends the physical dealership network by enabling trade-in valuation, financing application, and home delivery; the Love It or Leave It Promise (3-day return / 30-day exchange) supports pre-owned sales. CMA has achieved PlugStar EV certification across all Virginia and West Virginia dealerships and staffs 20+ EV Champions to guide EV adoption.

The company operates an Employee Stock Ownership Plan (ESOP) established in 1979, making it one of the few US dealer groups where all employees hold equity; this structure underpins retention and a customer-care culture marketed as a differentiator. Growth levers include the Technician Apprentice Program, the Local Heroes discount program for military/healthcare/educator/first-responder buyers, and the Giving Words community partnership. Revenue, profitability, and ownership composition are not publicly disclosed.

Name

Carter Myers Automotive

Legal name

Carter Myers Automotive

Website

https://cartermyersautomotive.com

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Carter Myers Automotive is a 100% employee-owned (ESOP) Mid-Atlantic automotive dealership group operating 29 rooftops across Virginia, West Virginia, Maryland, and North Carolina, selling and servicing 18 OEM franchises for individual retail consumers and offering digital buying, financing, and certified EV sales.

Ownership category

akta.pro rank

Product category

Automotive Retail (New and Used Vehicle Dealerships)

NAICS

Automobile Dealers (4411), New Car Dealers (44111), Used Car Dealers (441120)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

New & Used Auto Purchase Loans (FSAKADAA)

akta.pro secondary industry

Auto & Vehicle Leasing (Personal Use) (FSAKANAA)

Keywords

• New vehicle sales
• Used car dealership
• Automotive service center
• Auto financing services
• Certified pre-owned vehicles

Headquarters

HQ city

Charlottesville

HQ country

United States

HQ region

North America

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new, certified pre-owned, and used vehicles across 18 franchises including Chevrolet, Honda, Hyundai, Kia, Subaru, Nissan, Cadillac, Buick GMC, Lincoln, Volvo, Ford, Dodge/Jeep/RAM, Toyota, and Volkswagen brands.
2. Financing Services: Auto financing and lending services offered through partnerships with financial institutions, providing competitive interest rates, customized lease terms, and financing application processing.
3. Vehicle Service and Maintenance: State-of-the-art service centers providing routine maintenance, repairs, and parts sales for all vehicle makes and models, including factory-trained and ASE-certified technicians.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Carter Myers Automotive operates 29 auto dealership locations across Virginia, West Virginia, Maryland, and North Carolina, selling new, certified pre-owned, and used vehicles across 18 franchises (Chevrolet, Honda, Hyundai, Kia, Subaru, Nissan, Cadillac, Buick GMC, Lincoln, Ford, Volvo, Volkswagen, Toyota, and Dodge/Jeep/RAM). The company also provides vehicle financing and leasing through partner institutions, factory-trained and ASE-certified service and repair, parts sales, trade-in valuation, and PlugStar-certified EV specialist consultation, supported by an online buying platform (CMA's Easy Purchase) with home delivery.

Product overview

Carter Myers Automotive (CMA) operates as a family and employee-owned automotive dealership group with 29 locations across 4 states (Virginia, West Virginia, Maryland, North Carolina) representing 18 franchises. The core offering centers on new, pre-owned, and certified pre-owned vehicle sales with integrated finance and service capabilities. Key products include CMA's Easy Purchase (online buying platform), the Love It or Leave It Promise (3-day return/30-day exchange guarantee), certified EV specialists, and the Local Heroes discount program. The company also supports community initiatives through partnerships like Giving Words and offers a Technician Apprentice Program. CMA positions itself as an employee-owned company (ESOP) since 1979, emphasizing customer care as a differentiator.

Differentiator

Problem solved

Functional benefit

Products and services

• CMA's Easy Purchase Online car buying platform that lets individual consumers browse CMA inventory, calculate payments, value trade-ins, apply for financing, and complete a vehicle purchase entirely from home with vehicle home delivery. For retail vehicle buyers in CMA's Mid-Atlantic markets who prefer an end-to-end digital flow without visiting a showroom.
• New Vehicle Sales Sale of brand-new vehicles across CMA's 18 franchises (Chevrolet, Honda, Hyundai, Kia, Subaru, Nissan, Cadillac, Buick GMC, Lincoln, Ford, Volvo, Volkswagen, Toyota, and Dodge/Jeep/RAM), offered at MSRP plus processing fees through 29 dealerships and the online Easy Purchase platform. For individual consumers in Virginia, West Virginia, Maryland, and North Carolina purchasing a new personal vehicle.
• Pre-Owned and Certified Pre-Owned Vehicle Sales Sale of used and certified pre-owned (CPO) vehicles inspected and warranted under CMA's Love It or Leave It 3-day return / 30-day exchange guarantee, priced from under $10,000 to over $30,000 depending on age, mileage, and condition. For individual retail buyers seeking a lower-cost alternative to new vehicles.
• EV & Hybrid Vehicle Sales Sale of electric and hybrid vehicles across CMA's PlugStar-certified dealerships, with sales associates trained as Certified Electric Vehicle Specialists to guide customers through EV selection, ownership, charging, and incentive questions. For retail EV and hybrid buyers in Virginia and West Virginia.
• Vehicle Finance and Leasing Services Auto financing and leasing services facilitated through partnerships with financial institutions, offering competitive interest rates, customized lease terms, and an online credit application (via 700dealer.com). For retail vehicle buyers needing loan or lease financing for a CMA purchase.
• Vehicle Service and Maintenance Centers State-of-the-art service facilities staffed with factory-trained and ASE-certified technicians, providing routine maintenance, repairs, parts, and authorized state vehicle inspections across all CMA dealerships, with online scheduling via XTime, CDK Connect, or Dealer-FX. For owners of all vehicle makes and models, including non-CMA vehicles.
• Trade-In Valuation Online trade-in valuation tool integrating Kelley Blue Book, IntelliPrice, and Darwin Automotive to estimate a customer's current vehicle's market value for credit toward a CMA purchase. For individual sellers trading in a vehicle as part of buying from CMA.
• CMA Dealership Network (29 Locations) Physical retail network of 29 dealership rooftops across Virginia, West Virginia, Maryland, and North Carolina, operating 18 franchises under the Carter Myers Automotive umbrella. Each location provides sales, service, parts, and financing. For retail vehicle buyers and service customers across the Mid-Atlantic and Southeast regions.

Quantifiable outcome

• 100% employee-owned since 1979
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature2 records

Partnerships

One partnership is on record.

• Giving WordscoreStrategic or Co-development Partner · 11 February 2026Giving Words is a Virginia-based non-profit that provides car repairs and donations to single mothers. Carter Myers Automotive serves as the primary expansion partner for the initiative, leveraging CMA service departments where technicians recondition donated vehicles and students in automotive technology programs at Louisa County High School gain hands-on training experience. The partnership resulted in gifting 7 cars to 7 mothers across 7 communities (Richmond, Charlottesville, Staunton, Lynchburg, Winchester, Williamsburg, and Louisa).

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Carvana: Pure-play online used-vehicle retailer with home delivery and proprietary financing. Disruptive peer shaping consumer expectations for online car buying — the same dynamic CMA's Easy Purchase platform is responding to in the regional Mid-Atlantic market.
• CarMax: Largest US used-vehicle retailer with omnichannel buying and CarMax Auto Finance. Adjacent peer through used-vehicle inventory, in-house finance, and online buying experience; competes for the same used-car shopper CMA serves through its pre-owned business.

Broad incumbents

• Lithia Motors (Driveway): Largest US franchised auto retailer with $35B+ in revenue and a national footprint. Comparable through franchise model plus aggressive digital buying via Driveway; relevant benchmark for what scaled dealer groups achieve but operates at a fundamentally different scale than CMA.
• AutoNation: Largest US franchised dealer group by revenue, with ~250 stores across 20+ states and a national brand. Broadly comparable in franchise mix and F&I/Aftermarket strategy, and a key benchmark for digital retailing evolution in franchised auto retail.
• Hendrick Automotive Group: Largest privately held dealership group in the United States with ~140 franchises across multiple states. Highly comparable to CMA as a privately held, multi-brand franchised dealer group with multi-state footprint, though at materially larger scale.
• Penske Automotive Group: Public ~$30B-revenue franchised dealer group with premium-heavy brand mix across the US, UK, and Germany. Comparable in premium franchise exposure (CMA operates Cadillac, Volvo, Lincoln) and integrated F&I through Penske Financial Services.

Direct peers

• Sonic Automotive: Public multi-franchise US dealership group operating franchised stores and EchoPark used-car stores. Closely comparable to CMA in multi-brand franchise mix, in-house finance (Sonic Financial Services), and online buying experience (AcceleRide).
• Group 1 Automotive: Public ~$20B-revenue dealership group with200+ dealerships in the US and UK. Closely comparable in franchise mix and integrated F&I through its own financial services arm, with similar multi-brand franchised operating model.
• Asbury Automotive Group: Public US dealership group operating ~150 new-vehicle franchises and30 collision centers across Sunbelt and Southeast states. Comparable to CMA through franchised retail model with Clicklane digital buying platform, though at much larger scale and broader geographic reach.

Others

• Berkshire Hathaway Automotive: Privately held subsidiary of Berkshire Hathaway operating ~80 dealerships across10 states plus Texas. Highly comparable to CMA as a privately held multi-brand franchise group, though at larger scale and broader geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CarterMyersAutomotive
• LinkedInlinkedin.com/company/carter-myers-automotive

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries29 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 Carter Myers Automotive