Armstrong's
- Company typePrivate
- Founded1993
- HeadquartersAuckland, New Zealand
- Headcount101–250
- GTM typeB2C
- OfferingServices
Armstrong's firmographics
Firmographics- Name
- Armstrong's
- Legal name
- Rick Armstrong Holdings Limited
- Website
- https://armstrongs.co.nz
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Where Armstrong's is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices7 records
Markets served
Armstrong's business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Others
Revenue model
- New Vehicle Sales: Sale of new vehicles from multiple automotive brands including Toyota, Mercedes-Benz, Mazda, Nissan, Audi, and others. Revenue is generated through the markup over manufacturer invoice pricing.
- Used Vehicle Sales: Sale of certified pre-owned and used vehicles through Armstrong's Certified Used locations.
- Vehicle Servicing and Repairs: Maintenance, diagnostic repairs, WOF inspections, and warranty work performed by qualified factory-trained technicians. Revenue generated from service labor and parts.
- Genuine Parts and Accessories: Sale of manufacturer genuine parts and accessories designed for specific vehicle models.
- Finance and Insurance Products: Facilitation of vehicle financing and insurance products. Armstrong's offers finance options, vehicle insurance, and Land Rover Freedom Finance (guaranteed minimum future value products).
- Autobody Services: Collision repair, panel and paint, wheel repair, and detailing services. Includes specialized EV/PHEV repair capabilities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New Vehicles - Various price points across 20+ brands |
| Unit Pricing | Pay-as-you-go | Vehicle Servicing |
| Transaction based/ take rate | Multi-year contract | Land Rover Freedom Finance - Guaranteed Future Value |
| Other | Pay-as-you-go | Autobody Services |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Armstrong's product offering
Product offeringCore offering
Armstrong's is an automotive retail group that sells new and used vehicles from over 20 international brands across 38+ dealership locations in New Zealand. It complements vehicle sales with in-house servicing and repairs, genuine parts and accessories, vehicle finance and insurance products, and autobody collision repair services. The group operates as an authorized franchise dealer for marques including Toyota, Mercedes-Benz, Audi, Porsche, Mazda, Nissan, Subaru, Jaguar, Land Rover, Volvo, Lexus, Peugeot, Citroën, INEOS, Leapmotor, BAIC, Dongfeng, and ARCFOX.
Product overview
Armstrong's is New Zealand's leading independent automotive dealership group offering a comprehensive automotive retail platform. The core offering consists of new and used vehicle sales across over 24 international brands, vehicle servicing and repairs, genuine parts and accessories, finance and insurance products, and autobody services. The company operates 38+ dealership locations across Auckland, Wellington, Christchurch, and Dunedin. Key brands represented include Toyota, Mercedes-Benz, Audi, Porsche, Mazda, Nissan, Subaru, Jaguar, Land Rover (Defender, Discovery, Range Rover), Volvo, Lexus, Peugeot, Citroën, Opel, smart, INEOS, Holden, Dongfeng, BAIC, Leapmotor, and ARCFOX. The business also offers specialized services including certified pre-owned vehicles, BRABUS customization, and EV-specific services.
Differentiator
Problem solved
Functional benefit
Brands
- Armstrong's Certified Used: The company's certified pre-owned vehicle program offering quality-assured used cars.
- Armstrong's Autobody
- Armstrong's Finance
- Armstrong's Distribution Limited
Products and services
- New Vehicle Sales Sale of new vehicles from 20+ international automotive brands including Toyota, Mercedes-Benz, Mazda, Nissan, Audi, Subaru, Lexus, Porsche, Jaguar, Land Rover, Range Rover, Defender, Discovery, Volvo, Peugeot, Citroën, INEOS, Leapmotor, BAIC, Dongfeng, ARCFOX, Opel, and smart. Sold to individual consumers and fleet buyers across New Zealand.
- Used Vehicle Sales (Armstrong's Certified Used) Sale of certified pre-owned and used vehicles through Armstrong's Certified Used locations at Newmarket, Greenlane, and other sites.
- Vehicle Servicing and Repairs Full-service maintenance, diagnostic repairs, WOF inspections, and warranty work performed by factory-trained technicians for all makes and models across the dealership network, with online booking available.
- Genuine Parts and Accessories Stock and supply of manufacturer genuine parts and accessories designed to fit specific vehicle models and maintain performance and warranty.
- Vehicle Finance Vehicle finance options and financing arrangements facilitated through Armstrong's Finance for vehicle purchases, including Land Rover Freedom Finance guaranteed minimum future value products.
- Vehicle Insurance Vehicle insurance products and services offered alongside vehicle purchases.
- Autobody Services (Armstrong's Autobody) Collision repair, panel and paint, wheel repair, detailing services, and BRABUS certified specialist work through Armstrong's Autobody facilities. Includes specialised EV/PHEV repair capabilities.
- Vehicle Trade-In Valuation Online vehicle trade-in valuation allowing customers to value their car and arrange trade-in or sale through the Armstrong's website.
Quantifiable outcome
- 500+ cars capacity at Panmure super-site
- +6 more outcomes
Companies that use Armstrong's
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Armstrong's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Armstrong's partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and minor.
- JMC (Jiangling Motors Corporation)coreArmstrong's is bringing globally recognised commercial vehicle manufacturer JMC to New Zealand, offering durable, capable and affordable transport solutions. This represents a new brand addition to Armstrong's portfolio.
- SARDA NZ (Search and Rescue New Zealand)coreSARDA NZ partners with INEOS (represented by Armstrong's), using Grenadier 4X4s to boost rescue missions in New Zealand's tough alpine areas. This collaboration highlights joint dedication to safety, ensuring fast and reliable responses in critical situations.
- Kindness CollectivecoreArmstrong's partners with Kindness Collective, supporting community initiatives including the PJ Project (providing 5,000+ pairs of warm winter pyjamas to children in need) and Christmas Joy Store (helping families who cannot afford presents). Armstrong's provides vehicles for collection and delivery of goods, plus dealership drop-off points for donations.
- Dame Valerie Adams' Jammies for June CampaignminorAuckland City Toyota joined Dame Valerie Adams' Jammies for June campaign, supporting child welfare through community partnership.
- FieldaysminorArmstrong's participates in Fieldays, New Zealand's largest agricultural event, showcasing exciting new vehicles arriving in NZ including products from represented brands.
- Over 50's Cricket TournamentminorArmstrong's is the major naming sponsor of the Over 50's Cricket Tournament (Armstrong's Over-50s Cricket IPT), supporting community sport.
- Toyota New ZealandcoreAuthorized Toyota dealer representing Toyota brand across Auckland locations (Grey Lynn, Mt Wellington, Greenlane). One of the founding brands of Armstrong's after acquiring Auckland City Toyota in 2014.
- Mercedes-Benz New ZealandcoreAuthorized Mercedes-Benz dealer with multiple locations including Mercedes-Benz Botany (Retailer of the Year multiple years) and Mercedes-Benz Christchurch. Award-winning representation.
- Porsche New ZealandcoreAuthorized Porsche dealer with Porsche Centre Wellington and cutting-edge showroom facilities.
- Jaguar Land Rover New ZealandcoreAuthorized Jaguar and Land Rover dealer with multiple NZ locations including Jaguar Wellington, Range Rover Wellington, Defender Wellington, Discovery Wellington, and Land Rover representation in Dunedin.
- Volvo New ZealandcoreAuthorized Volvo dealer with Volvo Cars Wellington and Volvo Cars Dunedin locations.
- Leapmotor New ZealandcoreAuthorized Leapmotor dealer with multiple locations across New Zealand including Auckland, East Auckland, Lower Hutt, and Christchurch.
- Peugeot and Citroën New ZealandcoreFlagship Peugeot and Citroën dealer with modern three-storey 2,600m2 facility in Greenlane. Multiple locations across Auckland, Wellington, Christchurch, and Dunedin.
- Arcfox New ZealandcoreAuthorized Arcfox dealer with locations in Auckland, Wellington, Christchurch, and Dunedin. Arcfox is a bold new name in NZ's growing electric vehicle market.
- BAIC New ZealandcoreAuthorized BAIC dealer with locations in Auckland, Wellington, Christchurch, and Dunedin. BAIC arrives in NZ with bold, adventure-ready SUVs.
- smart New ZealandcoreOfficial dealer for smart NZ with locations in Auckland and Christchurch. smart returns to NZ with fresh identity focusing on modern electric mobility.
- INEOS AutomotivecoreAuthorized INEOS dealer with locations in Auckland, Lower Hutt, Christchurch, and participation in INEOS events. INEOS Grenadier represents a new 4x4 brand in NZ.
- Dongfeng MotorcoreArmstrong's Distribution Limited brings Dongfeng Electric Vehicles to NZ. Authorized dealer with locations in Auckland, Wellington, Christchurch. Dongfeng is one of China's largest and most innovative automakers.
- BRABUScoreArmstrong's Autobody is NZ's exclusive certified BRABUS specialist. BRABUS represents the ultimate in performance and prestige for Mercedes-Benz vehicles.
- Barkers (New Zealand men's clothing)minorVolvo NZ partnered with Barkers to generate a short film showcasing vision for sustainable future. Armstrong's stocks Volvo vehicles including XC40 Recharge.
Scale indicators10 records
Recent moves13 records
Expansion highlights5 records
Armstrong's competitors and assessment
Company assessmentDirect peers
- Andrew Simms: Auckland-based multi-brand automotive retailer (Ford, Mitsubishi, MG, and others) with new/used sales, servicing, and parts operations. Comparable operating model and customer base within the same NZ metro market.
- Giltrap Group: One of New Zealand's largest privately-owned multi-brand automotive dealership groups, representing premium and volume brands across multiple NZ cities. Closest direct competitor to Armstrong's in scale, brand portfolio breadth, and premium positioning.
- Archibald's: Christchurch-based multi-brand automotive dealer representing brands including Subaru and others. Comparable as a regional multi-brand dealer operating in one of Armstrong's core markets.
- Ebbett Group: Established NZ multi-brand automotive dealership group with locations across the North Island, representing brands including Volkswagen, Audi, and commercial vehicle marques. Comparable in multi-brand strategy and scale to Armstrong's.
- John Andrew Group: NZ Mazda and automotive dealer group with Auckland presence. Comparable in multi-brand retail and servicing operations, though smaller scale than Armstrong's.
- Macaulay Motors: Auckland-based multi-brand automotive retailer with new/used sales, servicing, and parts. Comparable in mid-tier dealer operations and Auckland market focus.
- North Harbour Ford: Auckland-based Ford franchise dealer with new and used vehicle sales, servicing, and parts. Comparable dealer operating model though narrower brand portfolio than Armstrong's.
- Continental Cars: NZ luxury automotive retailer representing premium brands including Audi, Porsche, and Volkswagen. Directly comparable to Armstrong's premium/luxury segment with overlapping franchises in some markets.
Broad incumbents
- Lithia Motors: NYSE-listed, one of the world's largest automotive dealership groups with global operations. Comparable as a broad incumbent in multi-brand auto retail, providing a useful public-market benchmark for valuation and operating metrics.
- Inchcape plc: London-listed global automotive distributor and retailer with multi-brand representation across Asia-Pacific and other regions. Comparable as a broad incumbent in the automotive retail/distribution category, though operating at much larger scale internationally.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Armstrong's social profiles
Digital presenceArmstrong's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Armstrong's leadership team
Management profileNumber of profiles
Profiles3 records
Armstrong's subsidiaries and ownership
Company hierarchySubsidiaries54 records
Armstrong's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Armstrong's 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 Armstrong's
What does Armstrong's do?
Armstrong's is an automotive retail group that sells new and used vehicles from over 20 international brands across 38+ dealership locations in New Zealand. It complements vehicle sales with in-house servicing and repairs, genuine parts and accessories, vehicle finance and insurance products, and autobody collision repair services. The group operates as an authorized franchise dealer for marques including Toyota, Mercedes-Benz, Audi, Porsche, Mazda, Nissan, Subaru, Jaguar, Land Rover, Volvo, Lexus, Peugeot, Citroën, INEOS, Leapmotor, BAIC, Dongfeng, and ARCFOX.
Is Armstrong's a public or private company?
Armstrong's is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Armstrong's founded?
Armstrong's was founded in 1993. It employs 101 to 250 people.
Where is Armstrong's based?
Armstrong's is headquartered in Auckland, New Zealand, in the Oceania region.
How does Armstrong's make money?
Six revenue lines are on record. New Vehicle Sales are the primary driver. The others are used Vehicle Sales, vehicle Servicing and Repairs, genuine Parts and Accessories, finance and Insurance Products and autobody Services.
Who are Armstrong's's main competitors?
Direct peers on record are Andrew Simms, Giltrap Group, Archibald's, Ebbett Group, John Andrew Group, Macaulay Motors, North Harbour Ford and Continental Cars. Broad incumbents are Lithia Motors and Inchcape plc.
Does Armstrong's have an API?
No public API is recorded for Armstrong's.