Serra Chevrolet

What Serra Chevrolet does

Serra Chevrolet Southfield is a private Chevrolet franchise dealership operating from a single rooftop at 28111 Telegraph Road, Southfield, Michigan, serving the Detroit metropolitan area including Farmington Hills, Livonia, Oak Park, Redford, and West Bloomfield Township. The dealership retails the full Chevrolet vehicle lineup across trucks (Silverado 1500, 2500HD, 3500HD, Colorado), SUVs (Trax, Trailblazer, Equinox, Blazer, Traverse, Tahoe, Suburban), performance vehicles (Corvette Stingray, E-Ray, Z06), and a growing electric vehicle portfolio spanning the Bolt, Equinox EV, Blazer EV, Silverado EV, and BrightDrop commercial EVs. Founded in 2012, the business employs 101-250 people and self-describes as a high-volume Chevrolet dealer.

The underlying technology stack is entirely OEM-provided rather than proprietary: Chevrolet Infotainment 3 with Google Built-In, OnStar connected vehicle services, Apple CarPlay, Android Auto, 5G Wi-Fi hotspot capability, Super Cruise hands-free driving on select models, and GM Energy for home charging integration. The dealership itself operates standard dealer technology including a Buy Online digital retail platform (buy.serrachevrolet.com) integrated with the CarBravo certified pre-owned marketplace, Capital One pre-qualification, and Sunbit service financing.

Revenue is generated across five streams: new vehicle sales (transactional, MSRP-based with dealer markup), used vehicle sales including CarBravo certified inventory (transactional), vehicle leasing (recurring monthly payments starting from $189-$449/mo by model), certified service and parts (professional services with genuine Chevrolet parts), and finance and insurance products arranged through GM Financial, Capital One, and GM-backed protection plans (transaction fees). The dealership also pursues commercial fleet and BrightDrop EV sales. Marketing is multi-channel: website, social media, email, community events, and sponsorships including the Pickups for Paws campaign. The business is privately held with no disclosed parent company, ownership structure, or financial statements; revenue figures are not publicly available.

Name

Serra Chevrolet

Legal name

Serra Chevrolet Southfield

Website

https://serrachevrolet.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Serra Chevrolet Southfield is a privately held Chevrolet franchise dealership in Southfield, Michigan, retailing new and pre-owned Chevrolet vehicles, EVs, trucks, and SUVs, plus certified service and financing to consumers across the Detroit metropolitan area.

Ownership category

akta.pro rank

Headquarters

HQ city

Southfield

HQ country

United States

HQ region

North America

Offices1 record

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 Chevrolet vehicles including cars, SUVs, trucks, and electric vehicles. Revenue generated from vehicle transactions with MSRP-based pricing.
2. Used Vehicle Sales: Sales of pre-owned vehicles including CarBravo certified pre-owned, low-mileage vehicles, and bargain-priced models. Includes both Chevrolet and other brand vehicles.
3. Vehicle Leasing: Flexible lease options for new vehicles with various term lengths and mileage packages.
4. Service and Parts: Certified service center providing maintenance, repairs, and genuine Chevrolet parts and accessories. Includes oil changes, brake service, battery service, and tire services.
5. Finance and Insurance Products: Financing arrangements through GM Financial and Capital One, along with protection products including EV protection plans, prepaid maintenance, GAP coverage, and tire/wheel protection.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Serra Chevrolet Southfield is a Chevrolet franchise dealership that sells new Chevrolet vehicles across all segments (trucks, SUVs, EVs, performance), pre-owned and CarBravo certified vehicles, and complementary services including GM Financial and Capital One financing, leasing, GM-certified maintenance and repair, and genuine Chevrolet parts and accessories. The dealership supports both in-person showroom transactions and online vehicle purchasing via its digital retail platform.

Product overview

Serra Chevrolet Southfield is a Chevrolet franchise dealership offering a comprehensive portfolio of new Chevrolet vehicles and pre-owned automobiles. The product portfolio centers on the Chevrolet vehicle lineup spanning multiple segments: trucks (Silverado 1500, Silverado 2500HD, Silverado 3500HD, Colorado), electric vehicles (Bolt EV, Bolt, Equinox EV, Blazer EV, Silverado EV, BrightDrop), SUVs (Trax, Trailblazer, Equinox, Blazer, Traverse, Tahoe, Suburban), and performance vehicles (Corvette). The dealership complements vehicle sales with integrated services including GM Financial and Capital One financing, GM-certified maintenance and repairs, genuine Chevrolet parts and accessories, and online purchasing capabilities through GM's digital retail platform. Key technology integrations include OnStar connected vehicle services, Google Built-In infotainment, Apple CarPlay/Android Auto smartphone mirroring, and the CarBravo pre-owned marketplace.

Differentiator

Problem solved

Functional benefit

Products and services

• Chevrolet Silverado 1500 Full-size pickup truck featuring high-strength steel, fully boxed frame, and innovative cargo beds, with powerful TurboMax engine options and advanced technology including a 13.4-inch touchscreen with Google Built-In. Available for purchase or lease.
• Chevrolet Silverado 2500HD Heavy-duty full-size pickup truck designed for demanding work with enhanced towing and payload capabilities.
• Chevrolet Silverado 3500HD
• Chevrolet Colorado
• Chevrolet Bolt EV
• Chevrolet Equinox EV All-electric compact crossover SUV with approximately 319-mile driving range on FWD models, offering innovative tech features and multiple trim levels including an RS sport variant.
• Chevrolet Blazer EV All-electric midsize SUV offering up to 324-mile range, available in RS and LT trims with AWD standard, featuring 11.5-kW onboard charging and advanced safety features.
• Chevrolet Silverado EV All-electric full-size pickup truck with up to 492-mile range when properly equipped and 12,500-pound towing capacity, combining truck capability with zero emissions.
• Chevrolet BrightDrop
• Chevrolet Trax Compact SUV designed for urban driving with efficient 1.2L turbo engine (137 HP), advanced safety features, and spacious interior with over 54 cu. ft. cargo capacity.
• Chevrolet Trailblazer
• Chevrolet Equinox Versatile SUV for families and adventurers, offering a balance of comfort, technology, and efficiency in a compact package.
• Chevrolet Blazer
• Chevrolet Tahoe
• Chevrolet Traverse
• Chevrolet Suburban
• Chevrolet Corvette
• Pre-Owned Vehicles
• Certified Service Center
• Parts and Accessories
• Finance Department
• Online Buying

Quantifiable outcome

• Blazer EV offers up to 324-mile electric range with 8-year, 100,000-mile battery warranty.
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability3 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core.

• General Motors (GM)coreStrategic or Co-development PartnerFranchise dealership relationship for Chevrolet brand vehicles. GM provides vehicle inventory, financing support through GM Financial, manufacturer warranties, and access to GM technologies including OnStar and GM Rewards program.
• CarBravocoreChannel Partner/ Reseller/ DistributorGM-backed pre-owned vehicle certification program. Serra Chevrolet is an authorized CarBravo dealer offering certified pre-owned vehicles with inspection standards and extended warranty options.
• GooglecoreTechnology or IntegrationGoogle Built-In technology integration in Chevrolet vehicles provides Google Maps navigation, Google Assistant voice commands, and Google Play for apps. Available across Chevrolet model lineup.
• OnStarcoreTechnology or IntegrationIntegrated safety, security, and entertainment system available in Chevrolet vehicles. Includes emergency SOS, vehicle diagnostics, and hands-free driving technology (Super Cruise on select models).
• ChevroletcoreStrategic or Co-development PartnerBrand partnership as authorized Chevrolet dealer. Access to full Chevrolet vehicle lineup including electric vehicles, trucks, SUVs, cars, and performance vehicles (Corvette, Camaro).

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Suburban Chevrolet: Another high-volume Chevrolet franchise dealership operating in the Michigan market, directly competing with Serra for new Chevrolet sales, certified service, and trade-in inventory in the Detroit metro region.
• Serra Buick GMC: Sibling Serra Automotive Group dealership selling Buick and GMC vehicles from the same broader group; shares back-office, OEM relationships, and likely overlapping management with Serra Chevrolet while competing for similar Detroit-area buyers.
• Joe Lunghamer Chevrolet: Established Chevrolet franchise dealer in the Detroit metro area directly competing with Serra Chevrolet on new vehicle pricing, used inventory, and certified service volume.
• Bowman Auto Center: Multi-brand Michigan dealership group offering new and used vehicles alongside service and financing, comparable in operating model and regional market focus to Serra Chevrolet.

Broad incumbents

• AutoNation: Largest US auto retailer operating hundreds of franchised dealerships across multiple brands; comparable in core franchise dealership model but operates at vastly greater scale and geographic diversification.
• Lithia Motors: Major US dealer group with hundreds of franchises; comparable franchise-dealer business model including used-vehicle and F&I operations but at substantially larger scale.
• Penske Automotive Group: Diversified global automotive retailer with premium and volume franchises; comparable in franchise dealership economics and service-driven retail model but with materially larger scale and premium brand exposure.
• Sonic Automotive: US franchised dealer group with EchoPark used-vehicle standalone stores; comparable core franchise model and parallel push into used-car retail, though at much larger scale.
• Asbury Automotive Group: Large US franchised auto retailer with full-service dealerships and used-vehicle operations; comparable franchise dealership and F&I economics though operates across many more rooftops.

Emerging players

• CarMax: Largest US used-vehicle retailer with a no-haggle, omnichannel model; competes for Serra's pre-owned and trade-in buyer pool with a different sales model that pressures traditional franchise dealer used-car margins.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/SerraChevrolet
• Facebookfacebook.com/Serrachevy
• LinkedInlinkedin.com/company/serra-chverolet-inc.

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 Serra Chevrolet