What Rafih Auto Group does

Rafih Auto Group is a privately held, family-owned multi-brand automotive dealership group operating 26+ franchised rooftops across Ontario (Canada), Ohio, and Michigan (USA). Founded circa 1980 by Terry Rafih as a single used-car lot (Airport Auto Sales) near Windsor Airport, the group today represents 30+ OEM brands spanning luxury (Mercedes-Benz, BMW, Porsche, Audi, Jaguar, Land Rover, Lexus, Lincoln), premium volume (Toyota, Honda, Mazda, MINI), and mainstream American franchises (Ford, Chevrolet, Buick, GMC, Chrysler, Dodge, Jeep, RAM), with a workforce of 1,500+ spread across an integrated Windsor headquarters campus and additional campuses in London, Mississauga, Leamington, Toronto, North Olmsted, Warren, Shelby Township, Southfield, and Rochester Hills.

The group's core operating model is a traditional franchise retail plus fixed-ops services stack: new vehicle sales, certified pre-owned sales, OEM-certified service and maintenance, OEM parts and accessories, and finance/lease origination through third-party banks and financing agencies. Customer-facing digital infrastructure includes a centralized online inventory portal (inventory.rafihautogroup.com), dedicated per-brand dealership websites, an online trade-in appraisal tool, a Salesforce-style live-chat and WhatsApp integration via LiveAdmins, and the Club Rafih loyalty program with Apple Wallet/Google Wallet card integration. Value-added modules include subprime financing brokerage and an EV/hybrid filtered inventory view in support of electrification trends.

Commercial activity is generated through a traditional enterprise field-sales motion with physical showrooms and dedicated product specialists at each rooftop, supplemented by multi-channel digital marketing (corporate website, Facebook, Instagram, YouTube, X/Twitter), dealership blog and review content, community sponsorships (e.g., WEST International Women's Day, charity golf tournaments), and paid offers/couponing for new vehicles, pre-owned vehicles, and service. The customer base is exclusively individual retail consumers (B2C) with a horizontal segmentation approach. Strategic posture in 2025-2026 is offensive: a new luxury campus is under construction in Avon, Ohio; Toyota of Warren was acquired on 2025-05-14; and a Toronto-area FCA dealership was earlier acquired from Go Auto. OEM-level awards (JD Power Dealer of Excellence 2022, Ford President's Club Diamond 2022, Audi Magna Award, BMW Customer Excellence Award 2023) underpin franchise-renewal leverage with manufacturers. Revenue and financial metrics are not publicly disclosed.

Name

Rafih Auto Group

Legal name

Rafih Auto Group

Website

https://rafihautogroup.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

251–500 employees

Short description

Rafih Auto Group is a privately held, family-owned multi-brand automotive dealership group operating 26+ franchised rooftops across Ontario, Ohio, and Michigan, representing 30+ OEM brands and serving individual retail vehicle buyers with new and pre-owned sales, service, parts, and financing.

Ownership category

akta.pro rank

Headquarters

HQ city

Windsor

HQ country

Canada

HQ region

North America

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Vehicle Sales: Primary revenue stream from selling new and pre-owned vehicles across 26+ dealerships representing over 30 automotive brands
2. Vehicle Finance and Leasing: Financing and leasing services offered to customers for vehicle purchases, partnering with banks and financing agencies
3. Service and Maintenance: Vehicle servicing, maintenance, and repair services across all dealership locations
4. Parts and Accessories: Sale of OEM parts and accessories through the Rafih Auto Group Parts Centre

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Rafih Auto Group sells new and pre-owned vehicles through 26+ franchised dealerships across Ontario, Ohio, and Michigan, representing over 30 automotive brands from luxury (Mercedes-Benz, BMW, Jaguar, Land Rover, Porsche, Audi, Lexus, Lincoln) to mainstream (Toyota, Ford, Honda, Mazda, Chrysler/Dodge/Jeep/RAM, Chevrolet/Buick/GMC/Corvette). Revenue is earned through vehicle sales, finance and lease origination, OEM parts sales, and authorized service and maintenance, complemented by the Club Rafih loyalty program.

Product overview

Rafih Auto Group operates as a multi-brand automotive dealership network offering a comprehensive portfolio of 30+ vehicle brands across luxury, premium, and mainstream segments. The organization functions as a platform-plus-modules architecture, combining core dealership operations (new and pre-owned vehicle sales, service, and parts) with value-added services including vehicle leasing/financing, trade-in appraisals, and the Club Rafih loyalty program. Dealerships span 26+ locations across Ontario (Canada), Ohio, and Michigan (USA), representing brands including Mercedes-Benz, BMW, Jaguar, Land Rover, Lexus, Lincoln, Ford, Toyota, MINI, Porsche, Audi, Chrysler, Dodge, Jeep, Ram, Mazda, Honda, Chevrolet, Buick, GMC, Corvette, and others. The company also operates Rafih Classics for vintage vehicle enthusiasts. Online operations are supported through centralized inventory management accessible via dedicated dealership websites and a group-wide inventory portal.

Differentiator

Problem solved

Functional benefit

Brands

• Club Rafih: Customer loyalty rewards program offering up to 3% back on service visits, $200 in points on pre-owned vehicle purchases, and exclusive member-only offers.

Products and services

• New Vehicle Sales Sale of new vehicles from over 30 represented brands (Mercedes-Benz, BMW, Jaguar, Land Rover, Lexus, Lincoln, Porsche, Audi, Toyota, Ford, Honda, Mazda, MINI, Chrysler/Dodge/Jeep/RAM, Chevrolet/Buick/GMC/Corvette, etc.) with OEM incentives, special financing rates, and lease offers. For individual retail vehicle buyers across Ontario, Ohio, and Michigan.
• Pre-Owned Vehicle Sales Sale of certified pre-owned and used vehicles with quality inspection and warranty options, available across all dealership locations and via the centralized online inventory portal. For individual retail vehicle buyers.
• Vehicle Service & Maintenance Factory-trained technicians providing routine maintenance, repairs, and specialized service using OEM parts across all dealership locations. For vehicle owners needing authorized warranty and post-warranty service.
• Vehicle Leasing & Financing Flexible financing and leasing options with competitive rates offered through partnerships with banks and financing agencies, including subprime financing. For retail vehicle buyers arranging payment at point of sale.
• Club Rafih Loyalty Program Free-membership rewards program offering up to 3% back on service visits, $200 in Club Rafih Points on pre-owned vehicle purchases, $200 referral bonuses, and member-only offers; cards integrate with Apple Wallet and Google Wallet. For Rafih Auto Group retail and service customers.
• Parts & Accessories Genuine OEM parts and accessories available online and on-site for all vehicle brands sold by the group. For vehicle owners needing replacement or upgrade parts.
• Vehicle Trade-In Appraisal Online trade-in valuation tool allowing customers to input vehicle details and receive an estimated value toward a new purchase. For customers trading in an existing vehicle at a Rafih dealership.
• Rafih Classics Classic and vintage vehicle sales and restoration services for collectors, operated in Windsor, Ontario. For collectors and enthusiasts of classic vehicles.
• Authorized Brand Dealerships (Mercedes-Benz, BMW, Jaguar, Land Rover, Lexus, Lincoln, Ford, Toyota, Honda, Mazda, MINI, Porsche, Audi, Chrysler/Dodge/Jeep/RAM, Chevrolet/Buick/GMC/Corvette) Franchised brand-by-brand dealership rooftops operated by Rafih Auto Group that provide manufacturer-authorized new vehicle sales, certified pre-owned sales, OEM service, and parts for their respective brands. Each rooftop is a physical point of purchase for the represented brand's vehicles.

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Two partnerships are on record, tiered core.

• Black Rock Digital AgencycoreGTM or Marketing PartnerExclusive digital marketing partner for Rafih Auto Group. Black Rock Digital manages dynamic inventory ads and helps serve the right message to connect clients and dealerships, understanding consumer journeys.
• OEM Automotive BrandscoreChannel Partner/ Reseller/ DistributorAuthorized dealer for over 30 automotive brands including Mercedes-Benz, Jaguar, Land Rover, Lexus, BMW, Lincoln, Porsche, Audi, Toyota, Ford, MINI, Chevrolet, Buick, GMC, Corvette, Mazda, Honda, Dodge, Chrysler, Jeep, RAM.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• AutoCanada Inc. Canadian-headquartered multi-franchise dealer group (TSX: ACQ) operating ~80+ dealerships across Canada and the U.S. Most directly comparable to Rafih by virtue of Canadian roots, family/operator-led governance, similar brand mix, and cross-border platform.
• Dilawri Group: One of Canada's largest privately held dealer groups with ~40+ dealerships across Canada, representing many of the same OEM brands (Toyota, Honda, GM, luxury). Highly comparable by structure, governance (family-owned), and geographic footprint.

Broad incumbents

• AutoNation, Inc. Largest U.S. auto retailer (NYSE: AN) with ~250+ franchises and a national footprint. Comparable as a public multi-brand dealer group; broader scale and U.S.-only, no Canadian exposure.
• Lithia Motors, Inc. (Lithia & Driveway): NYSE-listed large multi-brand dealer group with 300+ stores across the U.S., U.K., and Canada. Comparable on multi-brand franchising model and ongoing M&A roll-up strategy; far larger scale.
• Group 1 Automotive, Inc. NYSE-listed operator of ~200+ dealerships in the U.S. and U.K. with premium brand emphasis (BMW, Mercedes-Benz, Toyota). Highly comparable on luxury franchise mix and growth-via-acquisition approach.
• Asbury Automotive Group, Inc. NYSE-listed U.S. dealer group with ~150+ locations and strong Sunbelt/mid-Atlantic presence. Comparable on multi-brand franchising and franchised-dealer operating model.
• Sonic Automotive, Inc. NYSE-listed multi-brand franchised dealer group with ~140+ stores and an EchoPark used-vehicle chain. Comparable on the dual franchised + used digital play that resonates with Rafih's pre-owned strategy.

Regional players

• Suburban Collection: Privately held Michigan-headquartered dealer group with 30+ rooftops concentrated in the U.S. Midwest — overlapping Rafih's Michigan and Ohio footprint and similar brand mix including luxury (Mercedes-Benz, BMW, Cadillac).
• Hendrick Automotive Group: Privately held U.S. dealer group with 100+ rooftops concentrated in the Southeast, representing many of the same premium and mass-market brands as Rafih. Comparable as a large private multi-brand dealer.

Emerging players

• CarMax, Inc. NYSE-listed largest U.S. used-vehicle retailer with national omnichannel platform. Comparable as a competitor for Rafih's pre-owned sales and trade-in appraisal business, though differentiated model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/rafihautogroup
• YouTubeyoutube.com/channel/UCfK-hLLiTYlfYGnvPC8HX0A
• Facebookfacebook.com/rafihautogroup
• Instagraminstagram.com/rafih_auto_group
• LinkedInlinkedin.com/company/rafih-automotive-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries26 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rafih Auto Group