Priority Automotive

What Priority Automotive does

Priority Automotive, operating as Priority Auto Group, is a privately held multi-franchise automotive dealership group headquartered in Chesapeake, Virginia. Founded in 1999, the company sells new and used vehicles across eight manufacturer brands — Acura, Chevrolet, Ford, Honda, Hyundai, INFINITI, Nissan, and Toyota — through at least six dealership rooftops spanning the Hampton Roads region (Chesapeake, Hampton, Norfolk), Northern Virginia (Chantilly, Springfield), and Roanoke. The group is affiliated with Lithia Motors (NYSE: LAD), a publicly traded national automotive retailer, and operates under shared corporate infrastructure including Lithia's Workday careers portal and investor relations links.

Beyond vehicle sales, the group's revenue base includes a service department offering maintenance, repairs, and lifetime state inspections for new-car buyers; Priority Certified Used vehicles carrying a lifetime warranty; Priority Collision, a separate body and collision repair business unit; and dealer-arranged financing. The product mix also encompasses EV and hybrid inventory (Chevrolet Bolt, Nissan LEAF, and hybrid models from Honda, Hyundai, and Toyota), supported by a digital storefront on priorityauto.com that allows online inventory search, test-drive scheduling, and financing inquiries.

The business model is a traditional direct-to-consumer dealership model: one-time vehicle sales at MSRP-anchored pricing with dealer adjustments and manufacturer incentives, plus transactional service and collision revenue. Customer acquisition is driven by a combination of physical showroom traffic, digital marketing through the corporate website, and social media. There is no proprietary technology, no AI or ML capabilities, and no disclosed API or SDK surface; competitive differentiation rests on geographic coverage, multi-brand selection under one corporate umbrella, and post-sale service perks such as lifetime engine guarantees and lifetime state inspections.

Name

Priority Automotive

Legal name

Priority Auto Group

Website

https://priorityauto.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

Priority Automotive is a privately held, multi-franchise auto dealership group headquartered in Chesapeake, Virginia, selling new and used vehicles across eight brands through six-plus locations in Hampton Roads, Northern Virginia, and Roanoke, affiliated with Lithia Motors.

Ownership category

akta.pro rank

Headquarters

HQ city

Chesapeake

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Revenue generated from the sale of new, certified pre-owned, and used vehicles across multiple franchises including Acura, Chevrolet, Ford, Honda, Hyundai, INFINITI, Nissan, and Toyota. Sales are conducted through physical dealership locations and online inventory browsing.
2. Vehicle Service and Maintenance: Service department revenue from vehicle maintenance, repairs, and state inspections. The company offers state inspections for the life of the vehicle when purchasing a new car.
3. Collision Repair Services: Priority Collision provides body repair and collision services through a separate division, generating revenue from insurance work and direct customer repairs.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Priority Auto Group operates a multi-brand automotive dealership network that sells new, certified pre-owned, and used vehicles from Acura, Chevrolet, Ford, Honda, Hyundai, INFINITI, Nissan, and Toyota franchises. The group also provides in-house vehicle maintenance and repair, state inspections, and a separate collision repair division (Priority Collision) across dealership locations in Chesapeake, Hampton, Norfolk, Northern Virginia, and Roanoke.

Product overview

Priority Auto Group is a multi-brand car dealership group offering a comprehensive automotive retail experience. The core offering consists of new and used vehicle sales across eight major manufacturers (Acura, Chevrolet, Ford, Honda, Hyundai, INFINITI, Nissan, and Toyota), supplemented by certified pre-owned programs, EV/hybrid inventory, vehicle service departments, collision repair services, and financing assistance. The dealership operates across multiple Virginia locations including Hampton, Norfolk, Chesapeake, Northern Virginia (NOVA), and Roanoke.

Differentiator

Problem solved

Functional benefit

Brands

• Priority Certified Used - Lifetime Warranty: Certified pre-owned vehicle program featuring a lifetime warranty for qualified vehicles.
• Priority Collision

Products and services

• New Vehicle Sales Sale of new vehicles from manufacturer franchises including Acura, Chevrolet, Ford, Honda, Hyundai, INFINITI, Nissan, and Toyota, sold directly to individual consumers and families through dealership showrooms.
• Used Vehicle Sales Sale of pre-owned vehicles including sedans, coupes, SUVs, trucks, hatchbacks, and minivans at varied price points and mileage levels, including a sub-category of vehicles priced under $15,000.
• Certified Pre-Owned Vehicles Certified pre-owned vehicles offered under Factory Certified and Priority Certified Used programs, the latter including a Lifetime Warranty for qualifying used vehicles.
• EV/Hybrid Vehicle Sales Sale of new and used electric and hybrid vehicles from Chevrolet, Nissan, Honda, Hyundai, and Toyota, including models such as the Chevrolet Bolt and Nissan LEAF.
• Vehicle Service and Maintenance Automotive maintenance and repair services including oil changes, transmission replacements, and state inspections, with state inspections offered for the life of the vehicle when a new car is purchased from the group.
• Priority Collision Repair Collision and body repair services for vehicles requiring work following accidents, operated as a separate Priority Collision business unit handling insurance work and direct customer repairs.
• Vehicle Financing Services Dealer-arranged vehicle financing options to assist customers with purchasing new or pre-owned automobiles, including special financing rates offered through manufacturer promotions.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries12 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 Priority Automotive