Derrick Dodge

What Derrick Dodge does

Derrick Dodge is a privately held, single-location franchised automotive dealership operating in Edmonton, Alberta, Canada. It is an authorized dealer for five Stellantis brands — Dodge, Chrysler, Jeep, RAM, and Fiat — selling new vehicles across the full lineup including internal combustion, hybrid, plug-in hybrid, and battery-electric nameplates (Charger Daytona, Wagoneer S, ProMaster EV, Fiat 500e, Wrangler 4xe, Grand Cherokee 4xe, Pacifica PHEV, Hornet PHEV). The dealership is headquartered at 6211 104 St NW in south Edmonton, is AMVIC licensed, and operates under the ownership of Capital Auto Group.

The business generates revenue across five streams: new vehicle sales, pre-owned and certified pre-owned vehicle sales, service and parts (factory-certified technicians, quick lube, Mopar parts, all makes and models), finance and insurance arrangements, and custom vehicle modifications through the Capital Customs division. Distribution is omnichannel in a limited sense — a physical dealership with test drives, a website for inventory browsing and lead capture, and digital advertising through Google and Meta platforms — but the actual transaction layer remains a traditional in-person sales motion. Marketing relies on SEO, seasonal promotions (Summer Selldown, Las Vegas giveaway), demo vehicle programs, and a blog content layer.

The competitive positioning rests on a multi-brand single-rooftop franchise, the Edmonton market exclusivity for Stellantis brands, and the Capital Customs customization differentiation. The customer base is entirely individual consumers in the Edmonton metro area. Technology is conventional: no proprietary systems, no AI layer, no app, and reliance on a third-party website and lead platform (Leadbox). The dealership's growth direction is shaped by new ownership under Capital Auto Group, an EV product line expansion, and the Capital Customs build-out rather than by geographic, M&A, or technology platform moves.

Name

Derrick Dodge

Legal name

Derrick Dodge

Website

https://derrickdodge.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

51–100 employees

Short description

Derrick Dodge is a privately held, single-location franchised car dealership in Edmonton, Alberta, selling new Dodge, Chrysler, Jeep, RAM, and Fiat vehicles, pre-owned vehicles, and providing service, parts, financing, and Capital Customs vehicle modifications to individual consumers in the Edmonton metro area.

Ownership category

akta.pro rank

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new Dodge, Chrysler, Jeep, RAM, and Fiat vehicles. Revenue generated from vehicle sales transactions with standard dealership markup over MSRP.
2. Pre-Owned Vehicle Sales: Sales of certified pre-owned and used vehicles from various manufacturers.
3. Service and Parts: Maintenance, repairs, and parts sales for all makes and models. Includes quick lube service, tire services, and general maintenance.
4. Finance and Insurance: Vehicle financing arrangements, trade-in appraisals, and F&I products facilitated through the dealership.
5. Capital Customs: Custom vehicle modifications and accessorization services through affiliated Capital Customs division.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Derrick Dodge is a franchised automotive dealership in Edmonton, Alberta that sells new Dodge, Chrysler, Jeep, RAM, and Fiat vehicles, pre-owned and certified pre-owned vehicles from various manufacturers, and provides factory-certified vehicle maintenance and repair services, genuine parts, financing, trade-in appraisals, and custom vehicle modifications through its in-house Capital Customs division.

Product overview

Derrick Dodge is a car dealership operating as a single-location franchise dealer offering a unified portfolio of automotive sales and service. The core product offering consists of new vehicle sales across five Stellantis brands: Chrysler (minivans), Dodge (muscle/performance cars and SUVs), Jeep (SUVs and off-road vehicles), RAM (light-duty and heavy-duty trucks and commercial vans), and Fiat (compact electric vehicles). Pre-owned vehicle sales across multiple manufacturers complement the new inventory. The business also provides an integrated services layer including vehicle maintenance/repairs, parts supply, financing, trade-in appraisals, and custom vehicle modifications through Capital Customs. The dealership serves Edmonton and surrounding Alberta communities as an AMVIC Licensed Business under Capital Auto Group ownership.

Differentiator

Problem solved

Functional benefit

Brands

• Capital Customs @ Derrick: Custom vehicle customization shop offering custom builds, accessories, and detailing services
• Capital Cares

Products and services

• Chrysler Vehicles New Chrysler vehicles including Grand Caravan, Pacifica, and Pacifica Plug-In Hybrid minivans sold at the Edmonton dealership.
• Dodge Vehicles
• Jeep Vehicles
• RAM Vehicles
• Fiat Vehicles
• Pre-Owned Vehicles
• Certified Pre-Owned Vehicles
• Demo Vehicles
• Vehicle Service & Maintenance
• Parts Department
• Vehicle Financing
• Trade-In Appraisal
• Capital Customs

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Capital Auto GroupcoreStrategic or Co-development PartnerParent company and ownership group providing strategic support, brand reputation, and operational backing. Derrick Dodge operates under new ownership as part of Capital Auto Group, which has a long-standing reputation for honesty, quality, and customer care.
• Capital CustomsminorStrategic or Co-development PartnerIn-house vehicle customization division offering custom vehicles, accessories, and accessorization services. Provides differentiation through vehicle modification capabilities not typically available at standard dealerships.
• Stellantis (Dodge, Chrysler, Jeep, RAM)coreChannel Partner/ Reseller/ DistributorVehicle manufacturer and franchisor. Authorized dealer for Dodge, Chrysler, Jeep, RAM, and Fiat brands. Provides vehicle inventory, brand standards, and manufacturer support programs.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Southtown Chrysler Dodge Jeep Ram: Edmonton-area Stellantis multi-brand franchised dealer offering an overlapping Chrysler/Dodge/Jeep/RAM lineup to the same metro customer base, competing head-to-head on inventory, service, and F&I.
• Sherwood Park Dodge Chrysler Jeep Ram: Edmonton-metro Stellantis dealer in nearby Sherwood Park, selling the same Stellantis brands and competing for the same Edmonton-region new-vehicle and service customers.
• Northland Chrysler Jeep Dodge Ram: Alberta-based Stellantis multi-brand franchise dealer with the same brand portfolio and parallel new/used/service/parts operations, making it a close operational comparable.
• Go Dodge: Western Canadian Stellantis multi-brand dealer with a similar Dodge/Chrysler/Jeep/RAM lineup and integrated service/customization operations, comparable in scale and GTM.

Broad incumbents

• Wheaton Chevrolet Buick GMC Cadillac: Established Edmonton-area multi-brand GM dealer offering competing new vehicles, service, and parts to the same local customer pool — broader incumbent in the same metro.
• Southgate Audi: Edmonton metro premium import dealer offering competing new/used vehicle sales and service, comparable in single-rooftop Edmonton operations but with a different OEM mix.
• AutoCanada: Publicly traded Canadian multi-brand dealer group with dozens of rooftops across Canada — broad incumbent that competes for capital, talent, and OEM allocations with independent groups like Derrick Dodge.
• Dilawri Group: Large Canadian multi-brand automotive group operating multiple franchised dealerships across several provinces — comparable as a diversified dealer group with scale advantages in inventory financing and marketing.

Emerging players

• Driveway (Canada): Canadian online vehicle retailer offering new and used vehicles with home delivery — emerging channel that pressures traditional Edmonton dealerships' customer acquisition and pricing transparency.
• Clutch: Canadian online used-vehicle retailer with at-home test drives and delivery, partially overlapping the pre-owned vehicle sales business and adjacent to the trade-in appraisal flow.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/derrickdodgeyeg
• Facebookfacebook.com/DerrickDodge
• LinkedInlinkedin.com/company/derrick-dodge

Compliance1 record

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 Derrick Dodge