Peterson Auto Group

What Peterson Auto Group does

Peterson Auto Group is a privately held, family-owned automotive dealership group headquartered in the Boise, Idaho metropolitan area, operating since 1928 across four generations of the Peterson family. The group operates five distinct franchise dealerships representing ten automotive brands: Peterson BMW of Boise, Peterson Lexus, Peterson Toyota, Peterson Chevrolet Buick Cadillac, and Peterson Dodge Chrysler Jeep Ram (Nampa). Across these rooftops, the group carries an inventory of more than 1,156 new vehicles and more than 838 used and certified pre-owned vehicles, alongside in-house parts, service, body shop, and finance operations.

The company's revenue model is multi-stream. Primary revenue comes from one-time vehicle sales across new, used, and certified pre-owned inventory at MSRP less dealer incentives and a flat $599 documentation fee. Secondary streams include transaction-fee-based finance and insurance products (auto loans, leases, extended warranties, GAP coverage) routed through an in-house finance department, plus recurring service and parts revenue from certified technicians performing maintenance, repairs, and OEM parts sales. The Peterson Rewards loyalty program and Peterson Insurance offering extend the monetization surface beyond the initial purchase. Distribution is omnichannel: five physical showrooms combined with a Dealer Inspire e-commerce site that supports inventory search, payment calculation, trade valuation, and online financing pre-approval, plus a dedicated worktrucksolutions.com channel for commercial fleet buyers.

Customer segmentation is horizontal and local. The primary segment is individual retail consumers and families in the Treasure Valley (Boise, Meridian, Nampa, Caldwell) seeking personal transportation, with a secondary commercial and fleet segment purchasing work trucks and cab chassis. The technology stack is composed entirely of third-party dealer commerce and web utilities — no proprietary platforms or disclosed AI capabilities are present. Marketing is executed through the company's own website, organic local SEO, social channels (Facebook, X, YouTube), and OEM manufacturer incentive programs.

Name

Peterson Auto Group

Legal name

Peterson Auto Group

Website

https://petersoncars.com

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Peterson Auto Group is a family-owned, multi-brand automotive dealership group founded in 1928, operating five franchise rooftops across BMW, Lexus, Toyota, GM, and Stellantis brands in the Boise and Nampa, Idaho area, serving retail consumers and commercial fleet buyers with new, used, and certified pre-owned vehicles plus in-house service, parts, body shop, and finance.

Ownership category

akta.pro rank

Product category

Automotive Retail Dealerships

NAICS

Motor Vehicle and Parts Dealers (441), Used Car Dealers (441120), Other Motor Vehicle Dealers (4412)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Garage Liability & Dealers (Auto Dealers, Repair Shops) (FSAJABAF)

Keywords

• Automotive retail dealerships
• New vehicle sales
• Used vehicle sales
• Auto financing leasing
• Vehicle service parts

Headquarters

HQ city

Nampa

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales (New, Used, Certified Pre-Owned): Primary revenue stream from selling new vehicles from authorized manufacturer franchises (BMW, Buick, Cadillac, Chevrolet, Chrysler, Dodge, Jeep, Lexus, Ram, Toyota), used vehicles, and certified pre-owned vehicles. Revenue is generated through one-time vehicle transactions at competitive prices with dealer incentives and manufacturer discounts.
2. Finance and Insurance Products: Revenue generated from automotive financing, leasing options, and F&I products including extended warranties, GAP coverage, and other add-on products. The finance department creates payment plans and helps secure affordable financing rates for customers.
3. Service and Parts Department: Revenue from routine maintenance (oil changes, tire rotations, inspections), repairs, and OEM parts and accessories sales. Service operations include certified technicians providing repairs and the group operates its own body shop facility.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Peterson Auto Group is a multi-franchise franchised automotive dealership group that sells new, used, and certified pre-owned vehicles from ten brands (BMW, Buick, Cadillac, Chevrolet, Chrysler, Dodge, Jeep, Lexus, Ram, Toyota) across five physical dealership locations in Boise and Nampa, Idaho. Revenue is supplemented by an in-house finance and insurance department, a service and parts operation staffed by factory-trained technicians, an in-house body shop, and a commercial work-truck sales program for business and fleet customers.

Product overview

Peterson Auto Group is a family-owned automotive dealership network operating since 1928, offering a multi-brand new and pre-owned vehicle sales platform across five dealership sub-brands in Boise and Nampa, Idaho. The core offering comprises new vehicle sales across 10 automotive brands (BMW, Buick, Cadillac, Chevrolet, Chrysler, Dodge, Jeep, Lexus, Ram, Toyota), used vehicle sales including certified pre-owned programs, and commercial work truck inventory. These are supported by integrated service layers including auto financing, vehicle service centers, parts departments, and body shop services. Add-on offerings include Peterson Insurance and the Peterson Rewards loyalty program. Online tools for payment calculation, trade-in valuation, and inventory search complement the in-person dealership experience.

Differentiator

Problem solved

Functional benefit

Brands

• Peterson Rewards: Customer loyalty/rewards program offering points for service and purchases
• Peterson Insurance

Products and services

• New Vehicle Sales Sale of new vehicles from ten automotive brands (BMW, Buick, Cadillac, Chevrolet, Chrysler, Dodge, Jeep, Lexus, Ram, Toyota) through five franchised dealerships in Boise and Nampa, Idaho, with MSRP pricing, manufacturer incentives, and dealer discounts.
• Used Vehicle Sales Sale of pre-owned cars, trucks, SUVs, and vans across multiple brands, with prices ranging from sub-$10K older models up to premium used vehicles, and a dedicated inventory of vehicles priced under $10,000.
• Certified Pre-Owned Vehicles Rigorous multi-point inspected pre-owned vehicles backed by manufacturer warranties and certified quality assurance.
• Commercial Work Truck Inventory Commercial-grade new and used work trucks and cab chassis vehicles for business and fleet customers, available through a dedicated commercial inventory site.
• Auto Financing and Leasing In-house and third-party auto loans, lease options, and online pre-approval for new and used vehicle purchases.
• Vehicle Service Center Certified technician-performed maintenance and repair services including oil changes, tire rotations, inspections, and engine repairs across multiple dealership service centers.
• Parts Department Retail sale of genuine OEM parts and accessories with fit and performance guarantees for customer vehicles.
• Body Shop In-house collision repair and auto body services for vehicle damage restoration.
• Peterson Insurance Insurance products and services offered through the dealership group for vehicle coverage needs.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/home?status=Contact%20Peterson%20Auto%20Group:%20https://www.petersoncars.com/contact.htm
• YouTubeyoutube.com/user/petersonautogroup
• Facebookfacebook.com/petersonautogroup
• LinkedInlinkedin.com/company/peterson-auto-group

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 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 Peterson Auto Group