Korum Automotive Group

Name

Korum Automotive Group

Legal name

Korum Automotive Group

Website

https://korum.com

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Puyallup

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new Ford, Hyundai, and Lincoln vehicles including popular models such as Tucson, Santa Fe, F-150, Escape, Navigator, and Nautilus. Revenue generated from vehicle transactions with customers purchasing or leasing.
2. Pre-Owned Vehicle Sales: Sales of pre-owned cars, SUVs, and trucks from multiple manufacturers. Wide variety of makes, models, and budgets including certified pre-owned vehicles.
3. Finance and Lending Services: Financing options and loan services to help customers purchase vehicles. Team of specialists helps explain finance options including brand-specific incentives and APR offers.
4. Service and Parts: Vehicle maintenance and repair services including oil changes, diagnostics, and repairs. Parts ordering and sales. Extended hours and pickup/delivery alternatives.
5. Vehicle Trade-In and Purchase: Korum purchases vehicles from customers even if they don't purchase from the dealership. Trade-in appraisal services and instant cash offers through KBB.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Korum Automotive Group is a family-owned multi-franchise automotive dealership group operating four storefronts in Puyallup, WA, that sells new Ford, Hyundai, and Lincoln vehicles alongside certified and used pre-owned inventory from over 30 brands. The group provides in-house vehicle financing, certified maintenance and repair, a trade-in/vehicle purchase program that buys cars regardless of where the customer buys, and an online purchase option (Korum Express Buy).

Product overview

Korum Automotive Group is a multi-franchise automotive dealership group consisting of four distinct dealership operations: Korum Ford (Ford brand), Korum Hyundai (Hyundai brand), Korum Lincoln (Lincoln brand), and Korum Pre-Owned (used vehicle sales). The group sells new vehicles from Ford, Hyundai, and Lincoln brands alongside a wide selection of certified pre-owned and used vehicles from multiple manufacturers. The integrated product portfolio includes vehicle sales, financing services, maintenance and repair services, a vehicle purchase program (We Buy Your Car), and an online purchase option (Korum Express Buy). Serving the Seattle metro area including Puyallup, Tacoma, and Olympia, the group represents over 30 automotive brands and has been in business for over 60 years.

Differentiator

Problem solved

Functional benefit

Products and services

• Korum Ford (new Ford vehicle sales) Ford franchise dealership offering new Ford vehicles, related pre-owned inventory, financing, and certified Ford service for individual consumers and commercial fleet buyers in the greater Seattle/Puyallup area.
• Korum Hyundai (new Hyundai vehicle sales) Hyundai franchise dealership offering new Hyundai vehicles, related pre-owned inventory, financing, and certified Hyundai service for individual consumers in the greater Seattle/Puyallup area.
• Korum Lincoln (new Lincoln vehicle sales) Lincoln luxury franchise dealership offering new Lincoln vehicles, related pre-owned inventory, financing, and certified Lincoln service for individual consumers in the greater Seattle/Puyallup area.
• Korum Pre-Owned (used vehicle sales) Pre-owned vehicle dealership offering certified pre-owned vehicles and used cars, trucks, and SUVs from 30+ manufacturers at multiple price points for individual consumers.
• Vehicle Financing Services Auto financing services including loan applications, trade-in appraisal via KBB Instant Cash Offer, first-time buyer programs, vehicle protection products, and payment calculators for individual vehicle buyers.
• Vehicle Service and Repair Full-service maintenance and repair for Ford, Hyundai, and Lincoln vehicles including oil changes, tire rotation, brake service, diagnostics, and major repairs, with online scheduling and parts ordering for vehicle owners.
• We Buy Your Car Program Direct vehicle purchase program where Korum buys vehicles from consumers regardless of whether they purchase from the dealership, providing trade-in appraisal or instant cash offer via KBB.
• Korum Express Buy Online vehicle purchase program allowing customers to complete the vehicle buying process digitally, from selection through paperwork, without visiting the dealership in person.

Named customers3 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

Partnerships

Three partnerships are on record, tiered primary.

• Ford Motor CompanyprimaryChannel Partner/ Reseller/ DistributorFranchise dealership agreement for Ford brand vehicle sales, service, and parts. Represents Ford in Puyallup, WA market. Access to Ford's national marketing programs, training, and certification programs.
• Hyundai Motor AmericaprimaryChannel Partner/ Reseller/ DistributorFranchise dealership agreement for Hyundai brand vehicle sales, service, and parts. Represents Hyundai in Puyallup, WA market. Access to Hyundai's national marketing programs, training, and certification programs.
• Lincoln Motor CompanyprimaryChannel Partner/ Reseller/ DistributorFranchise dealership agreement for Lincoln luxury brand vehicle sales, service, and parts. Represents Lincoln in Puyallup, WA market. Access to Lincoln's luxury marketing programs, training, and certification programs.

Scale indicators3 records

Recent moves6 records

Broad incumbents

• AutoNation: Largest US automotive retailer operating hundreds of new- and used-vehicle franchises across multiple OEMs. Directly comparable business model (multi-brand franchised dealer group) at vastly greater scale, illustrating both the category Korum operates in and the scale disadvantage Korum faces.
• Lithia Motors: Public, multi-brand US auto retailer (and the largest by revenue) with aggressive M&A growth. Same core business of franchised new-vehicle sales, used vehicles, F&I, and service, with a much larger footprint and national scale that competes for OEM allocations and digital retail share.
• Group 1 Automotive: Public multi-brand franchised dealer group with US and UK operations, offering new and used vehicle sales, parts, service, and finance products. Closely mirrors Korum's mix of multi-OEM franchised stores plus standalone used-car inventory and service operations.
• Sonic Automotive: Public US franchised dealer group (including EchoPark used-vehicle stores). Direct comparable to Korum's structure: multiple new-car franchises under one group plus a dedicated pre-owned banner, with F&I and service as core revenue streams.
• Penske Automotive Group: Diversified public automotive retailer with heavy premium-brand exposure (including premium franchises that overlap with Korum's Lincoln franchise). Comparable multi-brand retail model and service/parts orientation, though at significantly larger scale and international footprint.
• Asbury Automotive Group: Public US franchised dealer group with a portfolio of new vehicle franchises, Clicklane digital retail, and Total Care Auto service products. Closely aligned to Korum's omnichannel and service-extension strategy at much greater scale.
• Berkshire Hathaway Automotive: Subsidiary of Berkshire Hathaway, operating a large network of franchised new-car dealerships across the US. Multi-brand franchise model is the same as Korum's, though at national scale and with Berkshire's patient-capital ownership model that resembles Korum's family-run approach.

Direct peers

• Hendrick Automotive Group: Largest privately held US dealer group, family-owned (Hendrick Motorsports affiliate) operating 100+ franchises. Most directly comparable peer to Korum in terms of private family ownership, multi-brand franchising, and reliance on operational excellence for OEM recognition.
• CarMax: Largest US used-vehicle retailer with integrated financing, appraisal, and reconditioning operations. Most relevant peer to Korum's Korum Pre-Owned store and We Buy Your Car trade-in program, representing the dedicated used-car retail category Korum competes in.

Emerging players

• Carvana: Online-only used-vehicle retailer with no-haggle pricing, home delivery, and integrated financing. Competes for the same pre-owned vehicle demand that Korum Pre-Owned addresses, and pushes the digital retail model that Korum Express Buy is designed to counter.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/KorumAutomotive
• Facebookfacebook.com/korumautomotivegroup

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 Korum Automotive Group