Shaker Family Ford

What Shaker Family Ford does

Shaker's Family Ford (legal name: Shaker's Family Ford) is a privately held, single-location authorized Ford and Lincoln automobile dealership headquartered at 831 Straits Turnpike, Watertown, Connecticut. The dealership sells new Ford, Lincoln, and ROUSH Performance vehicles, certified pre-owned and used vehicles, and the full Ford commercial lineup (E-Series Cutaway, Transit CC-CA, F-650/F-750, E-Transit), and supports customers across Northeast Connecticut including Waterbury, Litchfield, Middlebury, Cheshire, Plainville, Southbury, Hamden, and New Haven. The company is also an authorized ROUSH Performance upfit partner, offering factory-warranted supercharged F-150, Super Duty diesel, and Mustang performance builds.

The business operates a multi-revenue model: (1) one-time new-vehicle sales priced between roughly $30,000 and $100,000+ depending on model and trim; (2) pre-owned and certified pre-owned sales at individually negotiated prices; (3) service and parts revenue via a factory-trained technician service center with genuine Ford parts and a Mobile Service option; and (4) financing/leasing origination fees facilitated through Ford Credit and other lending partners. Pricing includes a uniform $799 document fee, manufacturer rebates (military $500, college student $750, first responder recognition), and Ford Rewards loyalty accrual (10 points per $1 on eligible service). The technology stack is a standard DealerInspire automotive retail platform integrated with Kelley Blue Book (trade-in valuation), CARFAX (vehicle history), FordPass (customer vehicle app), BotDoc (secure document exchange), ComplyAuto (privacy compliance), and AudioEye (accessibility compliance).

The customer base is split between individual consumers seeking personal/family transportation and commercial customers requiring fleet vehicles and work trucks. No public revenue, headcount, or financial disclosures are available; ownership is privately held with no disclosed parent company, institutional investors, or founder identities. No M&A, funding events, or expansion beyond the single dealership location are recorded in the data.

Name

Shaker Family Ford

Legal name

Shaker's Family Ford

Website

https://familyford.com

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

11–50 employees

Short description

Shaker's Family Ford is a privately held authorized Ford and Lincoln dealership in Watertown, Connecticut, selling new, certified pre-owned, commercial, and ROUSH Performance vehicles while providing factory-authorized service, parts, and financing to consumers and businesses across Northeast Connecticut.

Ownership category

akta.pro rank

Product category

Automotive Retail (New and Used Vehicle Dealership)

NAICS

Used Car Dealers (44112), Automotive Parts, Accessories, and Tire Retailers (4413)

akta.pro primary industry

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)

akta.pro secondary industries

New & Used Auto Purchase Loans (FSAKADAA), Tire Distribution & Wholesale (Regional/Local Supply) (TLAKADAH)

Keywords

• New Ford vehicles
• Pre-owned vehicle sales
• Vehicle service and parts
• Automotive financing leasing
• Commercial truck dealership

Headquarters

HQ city

Watertown

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new Ford vehicles including cars, SUVs, trucks, and commercial vehicles
2. Pre-Owned Vehicle Sales: Sales of certified pre-owned and used vehicles
3. Service and Parts: Vehicle maintenance, repairs, and genuine Ford parts sales
4. Financing: Vehicle financing and leasing through partnerships with lenders

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Shaker's Family Ford is an authorized Ford and Lincoln dealership that sells new Ford and Lincoln vehicles, certified pre-owned and used vehicles, and commercial trucks and vans, and operates a factory-trained service and parts department with mobile service. The dealership also offers vehicle financing and leasing through Ford Credit and partner lenders, custom factory vehicle ordering, and ROUSH Performance builds under a 3-year/36,000-mile warranty. It serves individual consumers and commercial fleet customers in the Watertown, Connecticut region.

Product overview

Shaker's Family Ford is an authorized Ford and Lincoln dealership offering a comprehensive portfolio of vehicles and services. The core offering consists of new Ford vehicles including cars (Mustang), SUVs (Escape, Bronco Sport, Bronco, Explorer, Expedition), trucks (F-150, Super Duty, Ranger, Maverick), and vans (Transit, E-Transit). Electric and hybrid options include Mustang Mach-E, F-150 Lightning, and Escape Hybrid/Plug-In Hybrid. Premium Lincoln vehicles (Navigator, Aviator, Corsair, Nautilus) are also offered. Commercial vehicles cover the full Ford commercial lineup. The dealership provides ROUSH Performance high-performance builds, certified pre-owned vehicles, custom factory ordering, service and parts with mobile service capability, and finance/insurance services through Ford Credit. The product ecosystem includes FordPass app integration, Kelley Blue Book trade-in valuation, and Ford Rewards loyalty program.

Differentiator

Problem solved

Functional benefit

Brands

• Roush Performance at Family Ford Lincoln: Authorized Roush Performance dealer offering Roush-upfitted Ford F-150, Super Duty, and Mustang vehicles with performance upgrades including superchargers, suspension kits, and exhaust systems.

Products and services

• New Ford Vehicles Full lineup of new Ford vehicles including cars, SUVs, trucks, and commercial vans available for purchase with various trim levels and configurations.
• ROUSH Performance Vehicles High-performance vehicle builds by ROUSH Performance including supercharged F-150 (up to 705HP), Super Duty diesel performance builds, and Mustang performance packages with factory warranty.
• Lincoln Vehicles Premium Lincoln brand vehicles including Navigator, Aviator, Corsair, and Nautilus SUVs available at the combined Ford/Lincoln dealership.
• Commercial Vehicles Ford commercial vehicle lineup including E-Series Cutaway, Chassis Cab, Transit CC-CA, F-650/F-750, E-Series Stripped Chassis, and E-Transit for business and fleet needs.
• Certified Pre-Owned Vehicles Ford-certified pre-owned vehicles with comprehensive inspection, vehicle history verification, and extended warranty coverage.
• Pre-Owned Vehicles Pre-owned and used vehicles from Ford and other brands, individually priced and backed by CARFAX vehicle history reports.
• Service & Parts Factory-trained technician service center offering maintenance, repairs, and genuine Ford parts with mobile service options.
• Finance Services Vehicle financing options including traditional loans, leasing programs, and online credit application through Ford Credit.
• Custom Factory Order Custom vehicle ordering service allowing customers to configure and order vehicles with specific options, colors, and packages directly from Ford.
• Ford Rewards Program Loyalty program allowing members to earn and redeem points on Ford service and purchases, earning 10 points per $1 spent on eligible service.
• Mobile Service Mobile Service capability allowing factory-trained technicians to perform maintenance and light repairs at the customer's home or workplace.

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

Partnerships

One partnership is on record.

• Ford Motor CompanycoreChannel Partner/ Reseller/ DistributorAuthorized Ford dealer franchise offering new Ford vehicles, parts, service, and warranty support. Operates as primary distribution channel for Ford products in the Watertown, CT market area.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• AutoNation: Largest US franchised auto retailer operating ~300 dealerships across 19 states with multiple brand franchises. Comparable as a multi-brand dealer group, but vastly larger scale and broader geographic reach than this single-location Connecticut franchise.
• Group 1 Automotive: US/UK franchised dealer group with 200+ dealerships plus Inchcape UK retail acquisition. Comparable franchised dealer operating model with both new franchise and used-vehicle retail (AcceleRide platform).
• Asbury Automotive Group: Operates 150+ new vehicle franchises plus Clicklane digital retail platform. Comparable multi-brand franchised dealer with combined in-person and digital retail model similar to Shaker's traditional dealership plus online tools.
• Hendrick Automotive Group: Largest privately held US dealer group with 140+ franchises spanning luxury and mainstream brands including Ford. Comparable multi-brand franchised retail model with both new vehicle sales and significant service operations.
• CarMax: Largest US used-car retailer with ~240 stores and omni-channel platform. Comparable used-vehicle retail operations and trade-in/acquisition model, but at massive scale and with no new-car franchise exposure.
• Sonic Automotive: US franchised dealer group with 150+ new vehicle franchises across multiple brands plus EchoPark used-vehicle stores. Comparable franchised dealer model with both new franchise and used-car digital/hybrid retail operations.
• Penske Automotive Group: Premium/luxury-focused global dealer group operating 350+ franchises including premium brands. Comparable franchised retail model with similar reliance on OEM authorizations, but operates at materially larger scale and premium-brand emphasis.
• Berkshire Hathaway Automotive: Texas-based franchised dealer group operating 80+ dealerships across multiple brands. Comparable multi-brand franchised retail model with backing of Berkshire Hathaway providing significant capital and operational advantages.
• Lithia Motors: Aggressive consolidator with 300+ US and UK dealerships spanning new, used, and F&I. Comparable as a multi-OEM franchised dealer, though at much greater scale with national footprint and Driveway digital channel.

Emerging players

• Carvana: Pure-play online used-car retailer with no-haggle model, vehicle vending machines, and home delivery. Represents the digital-first alternative to traditional franchised dealership used-car operations that Shaker Family Ford competes against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/familyfordlinc
• LinkedInlinkedin.com/company/family-ford-lincoln-mercury

Revenue estimate

Valuation estimate

Number of profiles

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 Shaker Family Ford