Seth Wadley Auto Group
Seth Wadley Auto Group is a privately held Oklahoma-based multi-brand automotive dealership group selling new, used, commercial, and electric vehicles across nine OEM franchises, with integrated financing, service, fleet management, and a lifetime engine guarantee.
- Company typePrivate
- Founded2008
- HeadquartersPerry, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Seth Wadley Auto Group does
Seth Wadley Auto Group is a privately held, multi-brand automotive dealership group headquartered in Perry, Oklahoma, operating approximately nine rooftop locations across the state under franchises for Chevrolet, Chrysler, Dodge, Fiat, Ford, GMC, Jeep, Lincoln, and RAM. The group's offering spans new and used vehicle sales, commercial fleet vehicles (Chassis Cabs, Service Bodies, Work Vans, Box Trucks), electric and hybrid inventory, and the SW Customs vehicle modification sub-brand, complemented by an in-house finance operation working through a network of third-party lenders, certified technician service departments, a fleet management channel via sethwadleydirect.com, and a vehicle purchase program. Its flagship retention mechanism is the Seth Wadley Promise — a limited lifetime engine and oil change guarantee on qualified vehicles, with cumulative customer-benefit spend exceeding $19M.
The business model combines transactional vehicle gross margin, finance-and-insurance income from lender partners, and recurring service-and-parts revenue tied to the installed base. Customer segments are split between individual retail buyers (primary) and commercial/fleet buyers (secondary), with sales executed through physical showrooms, a branded website with full inventory browsing, brand-specific landing pages, and a separate commercial sales channel. The go-to-market is direct-to-consumer with a regional Oklahoma focus; no franchise expansion beyond Oklahoma is signaled.
Operationally the group runs with 101–250 employees, is not publicly listed, and discloses no revenue, funding events, M&A activity, or management team in the source material. Ownership structure is not stated but is consistent with a family-controlled dealership group given the personal-name branding and the absence of any referenced institutional investor or parent company.
Seth Wadley Auto Group firmographics
Firmographics- Name
- Seth Wadley Auto Group
- Legal name
- Seth Wadley Auto Group
- Website
- https://sethwadley.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Seth Wadley Auto Group is a privately held Oklahoma-based multi-brand automotive dealership group selling new, used, commercial, and electric vehicles across nine OEM franchises, with integrated financing, service, fleet management, and a lifetime engine guarantee.
- Ownership category
- akta.pro rank
Seth Wadley Auto Group industry classification
Industry- Product category
- Automotive Retail
- NAICS
- Other Motor Vehicle Dealers (4412), Used Car Dealers (441120)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- General Automotive Repair & Maintenance (TLAKAAAA)
Keywords
Where Seth Wadley Auto Group is headquartered
LocationHeadquarters
- HQ city
- Perry
- HQ country
- United States
- HQ region
- North America
Markets served
Seth Wadley Auto Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Vehicle Sales: Sale of new vehicles across multiple brands (Chevrolet, Chrysler, Dodge, Fiat, Ford, GMC, Jeep, Lincoln, RAM) and used vehicles. Revenue generated from the markup over wholesale acquisition cost.
- Vehicle Financing: Finance department works with network of trusted lenders to secure competitive rates and flexible terms for customers. Revenue generated through financing arrangements and potentially kickbacks or fees from lending partners.
- Service and Repairs: Certified technicians provide expert service and repairs using latest tools and technology. Revenue generated from maintenance services, repairs, and parts sales.
- Fleet/Commercial Vehicle Sales: Dedicated commercial vehicle sales including Chassis Cabs, Service Bodies, Work Vans, and Box Trucks. Fleet management services offered through sethwadleydirect.com.
- Customer Loyalty Program: Limited lifetime engine and oil change guarantee included with qualified vehicles. While positioned as a customer benefit, this generates ongoing service revenue and customer retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New Vehicle Sales |
| One time/ perpetual license | Pay-as-you-go | Used Vehicle Sales |
| Other | Monthly | Financing Services |
| Unit Pricing | Pay-as-you-go | Vehicle Service and Repairs |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Seth Wadley Auto Group product offering
Product offeringCore offering
Seth Wadley Auto Group operates a multi-brand automotive dealership group headquartered in Perry, Oklahoma, retailing new vehicles across nine brands (Chevrolet, Chrysler, Dodge, Fiat, Ford, GMC, Jeep, Lincoln, RAM) and pre-owned vehicles. The group also sells commercial fleet vehicles (Chassis Cabs, Service Bodies, Work Vans, Box Trucks), provides in-house vehicle financing through partner lenders, operates certified service and repair departments, runs a custom vehicle division called SW Customs, and offers the Seth Wadley Promise limited lifetime engine and oil change guarantee.
Product overview
Seth Wadley Auto Group is an automotive dealership group offering a comprehensive vehicle sales and service ecosystem. The portfolio includes new and used vehicle sales across nine major brands (Chevrolet, Chrysler, Dodge, Fiat, Ford, GMC, Jeep, Lincoln, RAM), commercial fleet vehicles, electric and hybrid inventory, and SW Customs personalization services. Supporting the core sales business, the group provides financing solutions through partner lenders, certified vehicle maintenance and repair, fleet management services, and a vehicle purchase program. The Seth Wadley Promise program adds customer retention value through lifetime engine and oil change guarantees. The offering is structured as a traditional multi-brand dealership model with integrated financial and service operations rather than a unified software platform.
Differentiator
Problem solved
Functional benefit
Brands
- SW Customs: Custom vehicle division offering specialized modifications and custom builds.
Quantifiable outcome
- $19,000,000+ invested in customer guarantees
Companies that use Seth Wadley Auto Group
Customer profileSegments2 records
Ideal customer profiles2 records
Seth Wadley Auto Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Seth Wadley Auto Group partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights6 records
Seth Wadley Auto Group competitors and assessment
Company assessmentBroad incumbents
- Group 1 Automotive: Public multi-brand dealer group operating new and used vehicle sales, F&I, and service across the US and UK - closely aligned business model and revenue mix to Seth Wadley at materially larger scale.
- Asbury Automotive Group: Public multi-brand dealer group with Clicklane digital retail platform - closely aligned franchise sales, F&I, and service business model at larger national scale.
- Sonic Automotive: Public multi-brand dealer group with franchised dealerships and EchoPark used-vehicle operations - closely comparable franchise retail and service economics with broader geographic reach.
- Lithia Motors: Public, aggressively acquisitive multi-brand dealer group with a similar full-line retail model across the US - a scaled comparable that illustrates the regional-consolidation growth pathway available to Seth Wadley.
- CarMax: Largest US used-vehicle retailer with integrated financing and reconditioning operations - comparable in used-car sales and F&I revenue streams even though it lacks new-vehicle franchises.
- Penske Automotive Group: Public multi-brand dealer group with heavy premium and commercial truck exposure - comparable retail-and-service operating model with a heavier luxury tilt than Seth Wadley's domestic-only mix.
- AutoNation: Largest US automotive retailer with ~300 rooftops across domestic and import brands - directly analogous business model of new/used sales, F&I, service, and parts at much larger scale.
Emerging players
- Carvana: Pure-online used-vehicle retailer with reconditioning and financing - an emerging channel competitor that pressures the traditional multi-rooftop dealership model Seth Wadley operates.
Direct peers
- Jim Glover Auto Group: Oklahoma-based multi-brand dealer group with Chrysler, Dodge, Jeep, Ram, and Ford franchises in the Tulsa market - directly comparable regional competitor with similar full-line retail, service, and F&I operations.
- Bob Moore Auto Group: Oklahoma-based multi-brand dealer group operating multiple rooftops across the Oklahoma City metro - directly comparable regional competitor with overlapping brand mix and similar new/used/service/financing business model.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Seth Wadley Auto Group social profiles
Digital presenceSeth Wadley Auto Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Seth Wadley Auto Group leadership team
Management profileNumber of profiles
Seth Wadley Auto Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Seth Wadley Auto Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Seth Wadley Auto Group
What does Seth Wadley Auto Group do?
Seth Wadley Auto Group operates a multi-brand automotive dealership group headquartered in Perry, Oklahoma, retailing new vehicles across nine brands (Chevrolet, Chrysler, Dodge, Fiat, Ford, GMC, Jeep, Lincoln, RAM) and pre-owned vehicles. The group also sells commercial fleet vehicles (Chassis Cabs, Service Bodies, Work Vans, Box Trucks), provides in-house vehicle financing through partner lenders, operates certified service and repair departments, runs a custom vehicle division called SW Customs, and offers the Seth Wadley Promise limited lifetime engine and oil change guarantee.
Is Seth Wadley Auto Group a public or private company?
Seth Wadley Auto Group is a private company. It is classified as family owned and is currently operating.
When was Seth Wadley Auto Group founded?
Seth Wadley Auto Group was founded in 2008. It employs 101 to 250 people.
Where is Seth Wadley Auto Group based?
Seth Wadley Auto Group is headquartered in Perry, United States, in the North America region.
How does Seth Wadley Auto Group make money?
Five revenue lines are on record. Vehicle Sales are the primary driver. The others are vehicle Financing, service and Repairs, fleet/Commercial Vehicle Sales and customer Loyalty Program.
Who are Seth Wadley Auto Group's main competitors?
Broad incumbents on record are Group 1 Automotive, Asbury Automotive Group, Sonic Automotive, Lithia Motors, CarMax, Penske Automotive Group and AutoNation. Carvana is listed as an emerging player. Direct peers are Jim Glover Auto Group and Bob Moore Auto Group.
Does Seth Wadley Auto Group have an API?
No public API is recorded for Seth Wadley Auto Group.
What industry is Seth Wadley Auto Group in?
Seth Wadley Auto Group's product category is Automotive Retail. Its primary akta.pro industry code is TLAKAAAA, General Automotive Repair & Maintenance. Its NAICS code is 4412 and its SIC code is 5500.