Checkered Flag Auto Group
Checkered Flag Auto Group is a privately held, multi-franchise automotive dealership group operating 15 rooftops across Southeast Virginia, selling 11 OEM brands plus used vehicles, with full service, parts, collision, and rental operations serving individual consumers and families in the Hampton Roads region.
- Company typePrivate
- Founded1970
- HeadquartersVirginia Beach, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Checkered Flag Auto Group does
Checkered Flag Auto Group is a privately held, multi-franchise automotive dealership group headquartered in Virginia Beach, Virginia, founded in 1970 and operating 15 rooftops across Virginia Beach, Norfolk, Chesapeake, Portsmouth, Newport News, and Hampton. The group sells new vehicles across 11 OEM franchises — Toyota, Honda, Hyundai, Genesis, Volkswagen, BMW, Audi, MINI, Jaguar, Land Rover, and Porsche — alongside certified pre-owned and used inventory through dedicated outlets (Auto Outlet Norfolk, Driver's World), a Toyota rental fleet, a collision center, and full-service parts and maintenance departments at every dealership.
The business runs on a non-commissioned product specialist sales model adopted in 2015, supported by haggle-free MSRP-style pricing, a 3-day money-back guarantee, and a $999 dealer processing fee. Revenue is generated across five streams: new and used vehicle sales (transaction-based), F&I income from lending partnerships, OEM service and parts, collision repair, and short-term rentals. The technology stack is a standard DealerInspire-themed consumer website with third-party integrations for Kelley Blue Book trade-in valuation, CARFAX vehicle history, and Botdoc secure document exchange; no proprietary technology or AI capabilities are disclosed.
Checkered Flag serves individual consumers and families in Southeast Virginia with no enterprise or fleet customer base, relying on a multi-brand portfolio, long-tenured general managers (10-27 years of service each), and 50+ years of brand equity reinforced by 15,000+ five-star ratings to retain wallet share across the purchase, finance, service, and collision lifecycle.
Checkered Flag Auto Group firmographics
Firmographics- Name
- Checkered Flag Auto Group
- Legal name
- Checkered Flag Auto Group
- Website
- https://checkeredflag.com
- Company type
- Private
- Founded year
- 1970
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Checkered Flag Auto Group is a privately held, multi-franchise automotive dealership group operating 15 rooftops across Southeast Virginia, selling 11 OEM brands plus used vehicles, with full service, parts, collision, and rental operations serving individual consumers and families in the Hampton Roads region.
- Ownership category
- akta.pro rank
Where Checkered Flag Auto Group is headquartered
LocationHeadquarters
- HQ city
- Virginia Beach
- HQ country
- United States
- HQ region
- North America
Offices16 records
Markets served
Checkered Flag Auto Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Vehicle Sales: Revenue from selling new, certified pre-owned, and used vehicles across multiple brand dealerships including Toyota, Honda, Hyundai, Genesis, Volkswagen, BMW, Audi, MINI, Jaguar, Land Rover, and Porsche. Transaction-based revenue with MSRP pricing and dealer processing fee of $999.
- Finance and Lending: Revenue from arranging financing through relationships with top lending institutions. Finance department provides competitive financing rates for vehicle purchases.
- Service and Parts: Revenue from vehicle maintenance and repairs at state-of-the-art service departments, along with OEM parts sales across all dealership locations.
- Collision Center: Body shop and collision repair services provided through dedicated collision center.
- Vehicle Rentals: Toyota rental fleet services through Checkered Flag Rent a Toyota location.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | New vehicles with MSRP pricing ranging from $24,000 to $105,000+ depending on brand and model |
| Unit Pricing | Pay-as-you-go | Used vehicles priced from under $10,000 to over $35,000 |
| Unit Pricing | Pay-as-you-go | Certified Pre-Owned vehicles with extended warranty coverage |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Checkered Flag Auto Group product offering
Product offeringCore offering
Checkered Flag Auto Group sells new, certified pre-owned, and used vehicles across 11 brand franchises at 15 locations in southeast Virginia, complemented by vehicle financing arranged with top lending institutions, state-of-the-art service departments using authentic OEM parts, a dedicated collision repair center, and short-term Toyota rentals. Pricing is haggle-free and MSRP-based with a $999 dealer processing fee, and the group operates on a non-commission sales model with a 3-day money-back guarantee on any new or pre-owned vehicle.
Product overview
Checkered Flag Auto Group is a multi-franchise automotive dealership network operating 15 locations across Virginia Beach, Norfolk, Chesapeake, Portsmouth, Newport News, and Hampton. The company offers a comprehensive automotive ecosystem including 11 branded new vehicle dealerships (Toyota, Honda, Hyundai World, Genesis, Volkswagen, BMW, Audi, MINI, Jaguar, Land Rover, and Porsche), two used vehicle outlets (Auto Outlet Norfolk and Driver's World), vehicle rental services, collision repair, and full-service parts and maintenance departments. The group also provides financing solutions and vehicle protection plans. Business model features haggle-free pricing with a 3-day money-back guarantee, and sales staff operate on non-commission basis.
Differentiator
Problem solved
Functional benefit
Products and services
- New Vehicle Sales (Multi-Brand Franchise Dealerships)
- Used Vehicle Sales (Auto Outlet Norfolk and Drivers World)
Companies that use Checkered Flag Auto Group
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles1 record
Checkered Flag Auto Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Checkered Flag Auto Group partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core.
- Toyota Motor CorporationcoreToyota brand dealership (Checkered Flag Toyota) with dedicated sales, service, and parts operations. Toyota is a flagship brand in the auto group's portfolio serving customers for over 50 years.
- American Honda Motor Co.coreHonda brand dealership (Checkered Flag Honda) located in Norfolk serving the greater Virginia Beach area.
- Hyundai Motor AmericacoreHyundai World dealership at Sentara Way location offering Hyundai vehicles and related services.
- Genesis Motor AmericacoreGenesis of Virginia Beach dealership representing the luxury Genesis brand.
- Volkswagen Group of AmericacoreCheckered Flag Volkswagen dealership offering VW vehicles.
- BMW GroupcoreCheckered Flag BMW dealership representing the BMW luxury brand.
- Audi AGcoreAudi Virginia Beach dealership representing the Audi luxury brand.
- BMW Group (MINI)coreCheckered Flag MINI dealership representing the MINI brand.
- Jaguar Land RovercoreJaguar Virginia Beach and Land Rover Virginia Beach dealerships representing both British luxury brands from a shared location.
- Porsche AGcoreCheckered Flag Porsche dealership representing the Porsche luxury sports car brand.
- Kelley Blue BookcoreIntegrated trade-in valuation tool powered by Kelley Blue Book allowing customers to get KBB Trade-In Values for their current vehicles.
Scale indicators8 records
Recent moves5 records
Expansion highlights5 records
Checkered Flag Auto Group competitors and assessment
Company assessmentBroad incumbents
- AutoNation: Largest publicly traded US automotive retailer with hundreds of franchises across multiple OEMs. Directly comparable as a multi-brand, multi-location dealership operator with F&I, service, and parts revenue mix.
- Lithia Motors (Lithia & Driveway): Public US dealership group with a growing national footprint and a digital channel (Driveway). Comparable multi-franchise operator with similar new/used/service/parts revenue structure.
- Group 1 Automotive: Public multi-franchise dealership group with significant US and UK operations, including luxury brands (BMW, Mercedes, Toyota). Closely comparable to Checkered Flag's brand mix and geographic clustering model.
- Sonic Automotive: Public US dealership group operating franchised stores and EchoPark used-vehicle outlets. Highly comparable for its combination of new-franchise and dedicated used-car operations.
- Asbury Automotive Group: Public US dealership group with a mix of luxury and volume franchises plus Total Care Auto service offerings. Comparable multi-brand operator with similar revenue diversification.
- Hendrick Automotive Group: Largest privately held US dealership group with a dense regional concentration model. Closely comparable to Checkered Flag's privately held, regionally anchored, multi-brand strategy.
- Berkshire Hathaway Automotive: Privately held US dealership subsidiary of Berkshire Hathaway operating franchised stores across multiple brands. Comparable as a large multi-franchise operator with diversified service revenue.
- Penske Automotive Group: Public global dealership group with heavy premium/luxury exposure (BMW, Audi, Porsche, Mercedes-Benz, Bentley, Lamborghini). Directly comparable brand-portfolio overlap with Checkered Flag's luxury franchises.
Emerging players
- CarMax: Largest US used-vehicle retailer with omnichannel operations. Comparable to Checkered Flag's used-vehicle outlets (Auto Outlet Norfolk, Drivers World) as a competing used-car channel with national scale.
- Carvana: Pure-online used-vehicle retailer with vertically integrated reconditioning and delivery. Comparable as a digital-first alternative to Checkered Flag's used-vehicle outlets and a pressure point on traditional dealership economics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Checkered Flag Auto Group social profiles
Digital presenceCheckered Flag Auto Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Checkered Flag Auto Group leadership team
Management profileNumber of profiles
Profiles8 records
Checkered Flag Auto Group subsidiaries and ownership
Company hierarchySubsidiaries15 records
Checkered Flag Auto Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Checkered Flag 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 Checkered Flag Auto Group
What does Checkered Flag Auto Group do?
Checkered Flag Auto Group sells new, certified pre-owned, and used vehicles across 11 brand franchises at 15 locations in southeast Virginia, complemented by vehicle financing arranged with top lending institutions, state-of-the-art service departments using authentic OEM parts, a dedicated collision repair center, and short-term Toyota rentals. Pricing is haggle-free and MSRP-based with a $999 dealer processing fee, and the group operates on a non-commission sales model with a 3-day money-back guarantee on any new or pre-owned vehicle.
Is Checkered Flag Auto Group a public or private company?
Checkered Flag Auto Group is a private company. It is classified as unknown and is currently operating.
When was Checkered Flag Auto Group founded?
Checkered Flag Auto Group was founded in 1970. It employs 501 to 1,000 people.
Where is Checkered Flag Auto Group based?
Checkered Flag Auto Group is headquartered in Virginia Beach, United States, in the North America region.
How does Checkered Flag Auto Group make money?
Five revenue lines are on record. Vehicle Sales are the primary driver. The others are finance and Lending, service and Parts, collision Center and vehicle Rentals.
Who are Checkered Flag Auto Group's main competitors?
Broad incumbents on record are AutoNation, Lithia Motors (Lithia & Driveway), Group 1 Automotive, Sonic Automotive, Asbury Automotive Group, Hendrick Automotive Group, Berkshire Hathaway Automotive and Penske Automotive Group. Emerging players are CarMax and Carvana.
Does Checkered Flag Auto Group have an API?
No public API is recorded for Checkered Flag Auto Group.