What Underriner Motors does

Underriner Motors is a family-owned automotive dealership group headquartered in Billings, Montana, founded in 1944. The company operates as a multi-brand retailer through five wholly-owned subsidiaries: Underriner Buick, Underriner Honda, Underriner Hyundai, Underriner Volvo, and Montana Avenue Motors, representing franchises from Hyundai, Volvo, Volkswagen, Buick, Honda, and GM across its primary location at 3671 Pierce Parkway. The dealership serves individual consumers in Montana, Wyoming, and the Dakotas seeking new, used, and certified pre-owned vehicles.

The company's product line spans sedans, SUVs, hatchbacks, pickup trucks, and electric vehicles across its represented brands, with new vehicle MSRPs ranging from approximately $26,000 to $95,000. Beyond vehicle sales, Underriner generates revenue from financing services (through partnerships with Hyundai Motor Finance, Volvo Financial Services, Honda Financial Services, and GM Financial), a service and parts department, and a collision center. The business model combines one-time vehicle sales transactions with recurring service and parts revenue, supplemented by F&I product attach and a Lifetime Warranty Care program.

Underriner operates a traditional brick-and-mortar dealership model supplemented by a Dealer Inspire-powered website for online inventory browsing, test drive scheduling, and financing applications. The company employs 51-100 staff including Sales and Leasing Consultants, service technicians, and parts personnel. Its go-to-market is direct-to-consumer through its physical location, supported by digital channels (social media, website) and community outreach programs. William P. Underriner serves as President and CEO, reflecting the family's continued ownership and operational control.

Name

Underriner Motors

Legal name

Underriner Motors

Website

https://underrinermotors.com

Company type

Private

Founded year

1944

Operating status

Operating

Headcount range

51–100 employees

Short description

Underriner Motors is a family-owned multi-brand auto dealership group in Billings, Montana, founded in 1944, selling new and used Hyundai, Volvo, Volkswagen, Buick, and Honda vehicles with financing, service, and collision center services to regional consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Billings

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Revenue generated from selling new and used vehicles including Hyundai, Volvo, and Volkswagen brands. The dealership sells new vehicles from three major OEMs and maintains an extensive used vehicle inventory.
2. Financing Services: Revenue from financing arrangements for vehicle purchases, including partnerships with lending institutions and financial services products.
3. Service and Parts: Revenue from vehicle maintenance, repairs, collision center services, and sale of auto parts and accessories.
4. Certified Pre-Owned Vehicles: Revenue from certified pre-owned vehicles which offer inspection-backed quality assurance to customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Underriner Motors is a multi-brand new and used car dealership that sells Hyundai, Volvo, and Volkswagen vehicles, supplemented by certified pre-owned inventory. It operates a full-service automotive retail business including vehicle financing, a service and parts department, and a collision center, serving individual consumers in Billings, Montana and the surrounding region.

Product overview

Underriner Motors is a family-owned automotive dealership offering a multi-brand portfolio of new vehicles across three manufacturers (Hyundai, Volvo, Volkswagen) along with used and certified pre-owned vehicles. The company operates as a full-service dealership providing vehicle sales, financing, service and parts, and collision repair services. New vehicle inventory spans sedans, SUVs, trucks, and electric vehicles, while financing services, lifetime warranty programs, and a vehicle finder service complement the core sales operations.

Differentiator

Problem solved

Functional benefit

Products and services

• New Hyundai Vehicles New Hyundai automobiles including sedans (Elantra, Sonata), SUVs (Santa Fe, Tucson, Palisade, Kona), sports cars (Veloster), pickup trucks (Santa Cruz), and electric vehicles (IONIQ 5, IONIQ 6) sold to individual consumers.
• New Volvo Vehicles New Volvo automobiles including sedans (S60, S90), wagons (V60 Cross Country), and SUVs (XC60, XC90, XC40, C40 Recharge) sold to individual consumers.
• New Volkswagen Vehicles New Volkswagen automobiles including sedans (Jetta), hatchbacks (Golf, Golf GTI), SUVs (Tiguan, Taos, Atlas, Atlas Cross Sport), and electric vehicles (ID.4) sold to individual consumers.
• Used Vehicles Pre-owned vehicles from various manufacturers including Hyundai, Honda, Chevrolet, and others, available at competitive prices to individual consumers.
• Certified Pre-Owned Vehicles High-quality pre-owned vehicles that have passed manufacturer certification inspections, offering like-new features with pre-owned pricing to individual consumers.
• Vehicle Financing Services Financing options for vehicle purchases including financing applications, payment calculator, and car buying tips arranged through OEM financial partners.
• Service & Parts Vehicle maintenance and repair services including scheduled service, parts ordering, and service specials for individual consumers.
• Collision Center Auto body shop services for vehicle collision repair and body work for individual consumers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• Mighty Auto PartsminorChannel Partner/ Reseller/ DistributorParts distribution partnership providing access to auto parts inventory for the dealership's parts department.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• AutoNation: Largest publicly traded auto dealership group in the U.S. with multi-brand new and used vehicle retail locations; comparable to Underriner Motors as a multi-OEM franchised new car dealer, but operating at a vastly larger national scale.
• Lithia Motors: Public, large-cap franchised auto dealership group with broad OEM representation; comparable to Underriner as a multi-brand new car retailer, though Lithia operates hundreds of rooftops nationwide.
• Group 1 Automotive: Public franchised auto retailer with new and used vehicle sales, financing, and service; directly comparable to Underriner Motors' multi-brand franchise model, though at much larger scale.
• Asbury Automotive Group: Public franchised automotive dealership group operating across multiple U.S. regions; comparable to Underriner Motors in core business model (multi-OEM new car retail plus service and parts).
• Sonic Automotive: Public franchised auto retailer with EchoPark used vehicle stores; comparable to Underriner Motors as a multi-brand franchised dealer and used vehicle retailer, with the addition of a dedicated used-vehicle brand.
• Hendrick Automotive Group: Largest privately held dealership group in the U.S., operating franchised new vehicle stores plus service and parts; comparable to Underriner as a multi-brand franchised dealer with a strong service business.
• Berkshire Hathaway Automotive: Subsidiary of Berkshire Hathaway operating franchised dealerships across multiple U.S. states; comparable core business model to Underriner Motors as a multi-brand franchised dealer with full service operations.

Emerging players

• CarMax: Largest used vehicle retailer in the U.S. with strong online and in-store channels; comparable to Underriner's used vehicle and certified pre-owned business, though CarMax operates without new vehicle franchises.
• Carvana: Online-centric used vehicle retailer with home delivery and vending-machine pickup; comparable to Underriner's used vehicle business as a competing used-car channel, particularly for cross-regional buyers.

Regional players

• Ken Garff Automotive Group: Large privately held dealership group primarily in the western U.S. with multi-brand franchised new vehicle stores; comparable to Underriner Motors as a privately held multi-brand dealer, with overlap in the broader mountain west region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/montanadealer
• YouTubeyoutube.com/channel/UC1PE7fBckzJFak65GME-ysw
• Facebookfacebook.com/underrinermotors
• LinkedInlinkedin.com/company/underriner-motors

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 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 Underriner Motors