Boucher Automotive Group

What Boucher Automotive Group does

Boucher Automotive Group is a privately held, family-owned automotive dealership group operating across southeastern Wisconsin since approximately 1960. The group operates 31 dealership rooftops and 29 new-vehicle franchises representing 16 automotive brands (Buick, Cadillac, Chevrolet, Chrysler, Dodge, Ford, GMC, Genesis, Hyundai, Jeep, Kia, Lincoln, Mazda, Nissan, Ram, Volkswagen), with combined inventory of roughly 5,000+ vehicles (3,504 new and 1,820 used at time of source capture). Headquarters are at 4141 S. 108th Street, Greenfield, WI, under the leadership of Gordon Boucher.

The business operates a direct-to-consumer retail model monetized through five revenue streams: new vehicle sales (one-time, MSRP less dealer discount plus fees), used and certified pre-owned vehicle sales, finance and insurance income (relationships with 30+ lenders plus Polly insurance), service and parts (ASE-certified technicians, OEM parts), and collision/body shop services across five I-CAR Gold certified locations. Supporting services include a commercial/fleet sales channel with upfitting, hybrid/EV inventory, a "10 Second Trade Value" online valuation tool, a Vehicle Finder concierge, and a "Service Now, Pay Over Time" financing program. There is no proprietary technology platform; digital channels are standard dealer SaaS tooling (DealerInspire). No patents, AI/ML capabilities, or third-party integrations beyond OEM franchise and lender relationships are disclosed. Revenue is not publicly disclosed, no funding rounds exist, and the group has no parent company or institutional shareholders.

Name

Boucher Automotive Group

Legal name

Boucher Auto Group

Website

https://boucher.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Boucher Automotive Group is a family-owned automotive dealership network operating 31 rooftops across southeastern Wisconsin, retailing 16 brands with new, used, finance, service, parts, body shop, and commercial fleet capabilities for individual consumers and businesses.

Ownership category

akta.pro rank

Headquarters

HQ city

Waukesha

HQ country

United States

HQ region

North America

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new vehicles from 16 automotive brands including Ford, Chevrolet, Hyundai, Nissan, Volkswagen, and others. Revenue generated from MSRP pricing minus dealer discounts plus additional dealer fees.
2. Used Vehicle Sales: Sale of pre-owned and certified pre-owned vehicles from various manufacturers. Includes 1,820+ used vehicles in inventory.
3. Finance and Insurance: Financing services through relationships with over 30 lenders, offering competitive loan terms for vehicle purchases. Also includes automotive insurance products.
4. Service and Parts: Maintenance, repairs, and OEM parts sales. Services include brakes, batteries, tires, oil changes, and body shop services using certified technicians.
5. Vehicle Trade-In: Program to purchase customer vehicles at competitive prices, even without purchasing a new vehicle from the dealership.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Boucher Automotive Group sells new, certified pre-owned, and used vehicles across 16 brands at 31 southeastern Wisconsin dealerships, supported by in-house finance and insurance, certified service and parts, I-CAR Gold body shops, and trade-in purchasing. The group also offers commercial and fleet vehicles with upfitting, hybrid and electric inventory, and online tools for inventory search and trade-in valuation.

Product overview

Boucher Auto Group operates as a multi-brand automotive dealership network offering new, certified pre-owned, and used vehicles across 16 automotive brands (Buick, Cadillac, Chevrolet, Chrysler, Dodge, Ford, GMC, Hyundai, Jeep, Kia, Lincoln, Mazda, Nissan, Ram, Volkswagen, Genesis) through 31 southeastern Wisconsin locations. The product portfolio centers on vehicle sales complemented by commercial/fleet services, hybrid/EV offerings, and a full suite of after-sale services including certified maintenance and repairs, collision repair (I-CAR Gold certified), and flexible financing. Digital services include an online trade-in valuation tool and vehicle finder concierge. The company positions itself on market-based pricing, certified technicians, and community involvement spanning over 60 years of operation.

Differentiator

Problem solved

Functional benefit

Products and services

• New Vehicle Sales Sale of new vehicles across 16 brands (Ford, Chevrolet, Hyundai, Nissan, Volkswagen, Buick, Cadillac, Chrysler, Dodge, GMC, Genesis, Jeep, Kia, Lincoln, Mazda, Ram) at MSRP with dealer discounts and manufacturer incentives, with over 3,500 new vehicles in inventory.
• Used Vehicle Sales Sale of pre-owned vehicles from over 60 makes, including sedans, SUVs, trucks, and vans, with 1,820+ vehicles in inventory at market-based pricing.
• Certified Pre-Owned Vehicles Manufacturer-certified pre-owned vehicles that meet specific quality and inspection standards and include extended warranty coverage.
• Commercial and Fleet Vehicles Work trucks and commercial vehicles for business fleets, including heavy-duty pickups and customizable work vans with upfitting options such as snow plow attachments and upfitter switches.
• Hybrid and Electric Vehicles Hybrid and electric vehicle inventory for consumers seeking fuel-efficient transportation options.
• Work Trucks Dedicated work truck inventory page featuring trucks suited for jobsite and commercial use.
• Service and Parts Vehicle maintenance and repair services by ASE and manufacturer-certified technicians, including brakes, batteries, tires, oil changes, and pre/post-scan diagnostics, with OEM parts and fluids.
• Finance Center Finance and leasing services supported by relationships with over 30 lenders, offering competitive rates regardless of credit history, plus auto insurance, buy vs. lease guidance, and payment calculators.
• Auto Insurance Automotive insurance products offered in conjunction with vehicle financing.
• Vehicle Trade-In Purchase Standalone program to purchase customer vehicles at competitive prices, even without a new vehicle purchase from Boucher.
• Body Shops Collision repair services with I-CAR Gold certified technicians across five body shop locations, with diagnostic scans to restore vehicles to pre-accident condition.

Quantifiable outcome

• Over 5,000 vehicles available across new and used inventory
• +1 more outcomes

Named customers2 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

Seven partnerships are on record, tiered core and minor.

• Automotive ManufacturerscoreChannel Partner/ Reseller/ DistributorFranchise relationships with 16 automotive brands including Ford, Chevrolet, Hyundai, Nissan, Volkswagen, Buick, Cadillac, Chrysler, Dodge, GMC, Genesis, Jeep, Kia, Lincoln, Mazda, and Ram, representing 29 new-vehicle franchises
• Muscular Dystrophy AssociationminorOthersSupport for MDA Summer Camp through charitable donations and community fundraising
• Vince Lombardi Cancer FoundationminorOthersAnnual sponsorship of Vince Lombardi Charity Golf Classic and Vince Lombardi Walk/Run for Cancer
• Bobbie Nick Voss Charitable FundsminorOthersCharitable giving through the Bobbie Nick Voss Charitable Funds organization
• Juvenile Diabetes Research FoundationminorOthersSupport for JDRF through charitable donations and fundraising activities
• Wisconsin Veterans OrganizationsminorOthersSupport for various Wisconsin veterans organizations through charitable contributions
• Green Bay PackersminorOthersGordon Boucher serves on the Green Bay Packers Board of Directors, demonstrating community leadership and sports team affiliation

Scale indicators9 records

Expansion highlights5 records

Direct peers

• Russ Darrow Group: Family-owned multi-brand auto dealer group headquartered in Wisconsin, operating multiple new and used vehicle franchises across the Milwaukee region. Directly comparable to Boucher given overlapping brand portfolios, similar southeastern Wisconsin geography, and equivalent independent family-owned operating model.
• Bergstrom Automotive: Wisconsin-based family-owned auto dealer group with multiple new vehicle franchises across the Fox Valley and greater Wisconsin region. Comparable to Boucher as a regional multi-brand dealership operator with similar service, parts, and body shop capabilities and overlapping brand mix.
• Holiday Automotive: Wisconsin-headquartered multi-brand auto dealership group with dealerships across Fond du Lac, Appleton, and surrounding markets. Comparable to Boucher as a long-standing Wisconsin family-owned dealer group operating new and used vehicle sales plus full service operations.

Broad incumbents

• AutoNation: Largest publicly traded auto dealer in the US with over 300 franchises across multiple states. Comparable to Boucher as a multi-brand new and used vehicle retailer with captive F&I, service, and parts operations, though at vastly greater scale and geographic diversity.
• Lithia Motors: One of the largest US auto dealer groups by revenue and store count, with an aggressive acquisition strategy. Comparable to Boucher as a multi-brand franchised dealer operating new vehicle sales, used vehicles, F&I, and service/parts across many geographies.
• Group 1 Automotive: Major publicly traded US automotive retailer with over 200 dealerships across the US and UK. Comparable to Boucher in business model (franchised new, used, F&I, service, parts) but at significantly larger scale and with international exposure.
• Asbury Automotive Group: Publicly traded US automotive retailer operating over 150 new vehicle franchises across multiple states. Comparable to Boucher as a multi-brand franchised dealer with full F&I, service, and parts operations, though at greater scale and geographic spread.
• Sonic Automotive: Publicly traded US auto dealer group with franchised dealerships and EchoPark used vehicle stores. Comparable to Boucher through its franchised dealership division, with similar brand mix, F&I, and service operations.
• Penske Automotive Group: Major publicly traded auto retailer with US and international franchised dealerships plus commercial truck operations. Comparable to Boucher through its franchised retail division, with overlap in premium and volume brand representation.

Emerging players

• CarMax: Large publicly traded used vehicle retailer with omnichannel sales and captive financing. Comparable to Boucher as a competitor for used vehicle sales and trade-in sourcing, though operating with a fundamentally different no-haggle, digitally led model that pressures traditional dealers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/BoucherAuto
• Facebookfacebook.com/boucherautomotivegroup
• Xx.com/boucherauto
• LinkedInlinkedin.com/company/boucher-chevrolet-hyundai

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries32 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 Boucher Automotive Group