What Monaco Ford does

Monaco Ford is a privately held, franchised Ford dealership headquartered at 767 New London Turnpike in Glastonbury, Connecticut, founded in 1922 and operating continuously for over 100 years. It sells new Ford vehicles across the full lineup (F-150 and Super Duty trucks, Bronco and Bronco Sport, Explorer and Expedition, Mustang and Mustang Mach-E, Escape, Maverick, Ranger, and Transit commercial vans), certified pre-owned and used vehicles, genuine Ford and Motorcraft parts, and provides factory-trained service and collision-related offerings including 9H Ceramic Coating paint protection, Ford Pickup & Delivery, and Ford Mobile Service. The business operates a wholly-owned second location, Monaco Ford of Niantic, extending its footprint along the Connecticut coast.

The company serves two primary customer segments: retail consumers in the Connecticut River Valley (Glastonbury, Manchester, Wethersfield, Rocky Hill and surrounding communities) and commercial / fleet buyers in need of work trucks and Transit vans. Its revenue is generated through six streams: new vehicle sales (manufacturer-suggested pricing with incentives and dealer markup), pre-owned sales, parts and accessories, service and maintenance, finance and insurance products through Ford Credit, and dedicated fleet and commercial sales. Pricing is largely transaction-based and not publicly disclosed, supported by rotating specials, military and first-responder discounts, and Ford Rewards points programs.

Monaco Ford distributes through a single physical dealership, a transactional website (inventory search, credit applications, service scheduling, parts ordering, KBB trade-in tool), phone sales, and a dedicated commercial sales channel via Ford's commercial application portal. It markets through Ford national advertising, local SEO targeting Connecticut geographies, community sponsorships (UConn athletics, Toys for Tots, CT Humane Society, Manchester Community College), and a Tri-Track Modified racing sponsorship. The company has earned over 15 Ford President's Awards and a Ford Credit Partner in Quality designation, signaling sustained performance across sales and service metrics.

Name

Monaco Ford

Legal name

Monaco Ford

Website

https://monacoford.com

Company type

Private

Founded year

1922

Operating status

Operating

Headcount range

101–250 employees

Short description

Monaco Ford is a privately held, franchised Ford dealership in Glastonbury, Connecticut, founded in 1922, selling new and pre-owned Ford vehicles, parts, and service to retail consumers and commercial fleet customers across the Connecticut River Valley, with a second location in Niantic.

Ownership category

akta.pro rank

Headquarters

HQ city

Glastonbury

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Ford vehicles including F-150, F-250, F-350, F-450, F-550, F-600 Super Duty trucks, Bronco, Explorer, Escape, Mustang, Mach-E, Maverick, Ranger, Transit vans. Revenue generated from MSRP pricing with manufacturer incentives and dealer markups.
2. Pre-Owned Vehicle Sales: Sale of quality pre-owned Ford vehicles and certified pre-owned vehicles. Also includes vehicles from other manufacturers found in their used inventory (GMC, Chevrolet, Toyota, etc.).
3. Parts and Accessories: Sale of Ford Motorcraft parts, OEM accessories, and aftermarket parts. Includes tires, batteries, brake components, and dealer-installed accessories.
4. Service and Maintenance: Routine maintenance, repairs, and specialty services including oil changes, tire services, brake service, battery service, The Works package, and 9H Ceramic Coating. Factory-trained technicians perform all service work.
5. Finance and Insurance Products: Vehicle financing, leasing, credit applications, extended warranties (Ford Protect), and F&I products offered through Ford Credit partnership.
6. Fleet/Commercial Sales: Dedicated commercial vehicle sales for business customers including work trucks, transit vans, and fleet applications. Business commercial application available through Ford's commercial platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Monaco Ford is a Ford franchise dealership that sells new, certified pre-owned, and pre-owned Ford vehicles (including F-Series trucks, Bronco, Explorer, Expedition, Mustang, Mustang Mach-E, Maverick, Ranger, Escape, and Transit vans) and provides automotive service, parts, and accessories. The dealership also delivers specialized offerings such as 9H Ceramic Coating paint protection, Ford Pickup & Delivery, Ford Mobile Service, and vehicle financing through Ford Credit for retail and commercial customers in Connecticut.

Product overview

Monaco Ford is a Ford franchise dealership offering a comprehensive portfolio of Ford vehicles and automotive services. The dealership specializes in new Ford vehicle sales across multiple model lines including the F-150 and Super Duty truck series, Bronco and Bronco Sport off-road vehicles, Explorer and Expedition SUVs, Mustang and Mustang Mach-E performance/electric vehicles, Transit commercial vans, and Maverick and Ranger compact/midsize trucks. In addition to vehicle sales, Monaco Ford provides certified pre-owned vehicles, comprehensive service and parts departments with genuine Ford/Motorcraft parts, Ford Pickup & Delivery concierge service, mobile service, 9H ceramic coating paint protection, and vehicle financing solutions. The dealership has been serving the Connecticut River Valley since 1922 and is located in Glastonbury, CT.

Differentiator

Problem solved

Functional benefit

Products and services

• Ford F-150

Quantifiable outcome

• Over 100 years of continuous operation in Connecticut
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Ford Motor CompanycoreChannel Partner/ Reseller/ DistributorMonaco Ford operates as a franchised Ford dealer authorized to sell new Ford vehicles, parts, and service Ford vehicles. This franchise agreement provides access to Ford inventory, manufacturer incentives, national advertising, training programs, and brand support.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Monaco Ford of Niantic: Wholly-owned subsidiary of Monaco Ford operating an additional Ford franchise rooftop in Niantic, CT. Same OEM, same brand positioning, same operational model — direct peer within the same corporate family.
• Hoffman Ford: Long-established Ford franchise dealer in East Hartford, CT, directly competing with Monaco Ford in the greater Hartford market for new Ford sales, service, and commercial fleet accounts.
• Tri-State Ford: Ford dealership serving the Connecticut/lower New England region with new and used Ford vehicle sales, service, and parts — competing directly with Monaco Ford for retail and commercial customers.
• Shaker Family Ford: Connecticut-based Ford franchise offering the full Ford lineup including commercial trucks, competing with Monaco Ford in the same regional market for both retail and fleet customers.

Broad incumbents

• AutoNation: Largest U.S. auto retailer operating multiple new-vehicle franchises including Ford rooftops; broader scale, geographic diversification, and publicly-traded capital access dwarfing a regional operator like Monaco Ford.
• Lithia Motors: One of the largest U.S. dealership groups with aggressive acquisition strategy; operates Ford franchises among many other OEMs and pursues the consolidated regional dealer-group model Monaco Ford could aspire to.
• Asbury Automotive Group: Large multi-OEM dealership group with significant Sunbelt presence; demonstrates the consolidated dealer-group operating model that contrasts with Monaco Ford's regional two-rooftop structure.
• Penske Automotive Group: Diversified global automotive retailer with premium and commercial truck franchises; represents the institutional-scale operator benchmark against which regional Ford-only dealers like Monaco Ford are evaluated.
• Berkshire Hathaway Automotive: Bracketed within Berkshire Hathaway's portfolio of franchised dealerships across the U.S., representing the highest-quality incumbent dealer operator with near-perpetual capital access.

Emerging players

• CarMax: Largest U.S. used-vehicle retailer with omnichannel and online-only options; not a direct Ford dealer but increasingly competes for used-vehicle and trade-in customers that historically feed Monaco Ford's pre-owned inventory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/monacoford
• LinkedInlinkedin.com/company/monaco-ford

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Monaco Ford