Berger Chevrolet

What Berger Chevrolet does

Berger Chevrolet is a privately-held, authorized Chevrolet franchise dealership headquartered at 2525 28th St SE in Grand Rapids, Michigan, with a secondary location at 2770 Breton Road housing an on-site ChargePoint EV fast-charging station. Founded in 1925, the company has continuously served the West Michigan market for over 100 years and employs 251-500 people across sales, service, parts, collision repair, and commercial/fleet operations. The dealership carries the full Chevrolet new-vehicle lineup including light-duty and heavy-duty trucks (Silverado 1500/2500/3500, Colorado), SUVs and crossovers (Equinox, Blazer, Traverse, Tahoe, Suburban, Trailblazer, Trax), the Corvette family (including E-Ray, Z06, ZR1), the Chevrolet EV portfolio (Bolt EV, Equinox EV, Blazer EV, Silverado EV), and commercial vehicles (Express series, BrightDrop, Low Cab Forward, Silverado 4500/5500/6500 HD chassis cabs), alongside a pre-owned inventory and wholesale-direct used vehicles.

The business operates a hybrid physical-and-digital retail model with a website (powered by Dealer Inspire) for online inventory browsing, financing applications, trade-in appraisal, and service scheduling. Revenue is generated across seven distinct streams: new vehicle sales (MSRP pricing minus dealer discounts and rebates), used vehicle sales (including certified pre-owned and trade-ins), service and maintenance (GM-certified technicians, Quick Lube lanes, express service), parts and accessories (genuine GM, ACDelco, wholesale parts for commercial accounts), collision and body repair through Berger Collision Center, finance and insurance products through GM Financial (including 0% APR promotional financing), and trade-in/appraisal services.

Berger serves multiple customer segments in parallel: individual retail consumers and families purchasing passenger vehicles, truck buyers (Silverado/Colorado), SUV/crossover buyers, EV buyers, and a dedicated Business Elite Team targeting commercial fleet operators and municipal/government accounts. Customer acquisition is driven by a multi-channel marketing mix centered on the website, Google reviews, social media, community programs (Berger Gives Back), email communications, and local SEO. Core strategic partnerships include Chevrolet/General Motors (franchise), GM Financial (captive financing), Dealer Inspire (digital platform), and ChargePoint (EV charging infrastructure).

Name

Berger Chevrolet

Legal name

Berger Chevrolet, Inc.

Website

https://bergerchevy.com

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

251–500 employees

Short description

Berger Chevrolet is a privately-held Chevrolet franchise dealership founded in 1925 in Grand Rapids, Michigan, selling new and used vehicles, providing certified service, collision repair, parts, fleet/commercial sales, and EV charging to retail consumers, families, and businesses across West Michigan.

Ownership category

akta.pro rank

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Chevrolet vehicles including trucks, SUVs, crossovers, cars, and electric vehicles. Revenue generated from MSRP pricing minus dealer discounts and applicable rebates.
2. Used Vehicle Sales: Sale of pre-owned vehicles including certified pre-owned, trade-ins, and wholesale direct vehicles. Includes vehicles under $20,000 price point and CARFAX 1-owner vehicles.
3. Service and Maintenance: GM-certified technicians providing repairs, routine maintenance, oil changes, brake repairs, and Quick Lube services. Revenue from labor and parts markup.
4. Parts and Accessories: Genuine GM parts, ACDelco products, Chevrolet accessories, and tires. Also includes wholesale parts for commercial accounts.
5. Collision and Body Repair: Full collision repair and body shop services through Berger Collision Center
6. Finance and Insurance Products: Financing services through GM Financial, guaranteed financing programs, and vehicle protection products. Revenue from financing originations and F&I product sales.
7. Trade-In and Appraisal Services: Vehicle trade-in evaluation and direct purchase of customer vehicles. Online appraisal tool for trade valuation.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Berger Chevrolet is an authorized Chevrolet franchise dealership in Grand Rapids, Michigan that sells new Chevrolet vehicles (trucks, SUVs, cars, EVs, and commercial vehicles) and pre-owned vehicles, and provides complementary automotive services including GM-certified maintenance and repairs, Quick Lube, collision and body repair, genuine GM parts and accessories, and EV charging. Financing is offered through GM Financial with promotional APR and lease programs, and a dedicated Business Elite Team supports commercial and municipal fleet sales across West Michigan.

Product overview

Berger Chevrolet is a Chevrolet franchise dealership offering a comprehensive portfolio of new Chevrolet vehicles across multiple categories: light-duty trucks (Silverado 1500, Colorado), heavy-duty trucks (Silverado 2500/3500 HD, Silverado EV), SUVs (Equinox, Blazer, Traverse, Tahoe, Suburban, Trailblazer, Trax), performance cars (Corvette, Corvette E-Ray, Corvette ZR1, Corvette Z06), electric vehicles (Bolt EV, Equinox EV, Blazer EV, Silverado EV), and commercial vehicles (Express series, BrightDrop, Low Cab Forward, Silverado 4500/5500/6500 HD). The dealership also provides pre-owned vehicle sales, vehicle financing through GM Financial, GM-certified maintenance and collision services, genuine GM parts, fleet solutions, and on-site EV charging. The product portfolio spans passenger vehicles for retail consumers through heavy-duty commercial trucks for business fleets.

Differentiator

Problem solved

Functional benefit

Products and services

• Chevrolet Silverado 1500 Full-size pickup truck available in WT, LT, and RST trims with 2WD and 4WD configurations, multiple engine options including Turbo 4-cylinder, V8, and Duramax diesel, and advanced trailering technology for retail and commercial buyers.
• Chevrolet Silverado 2500 HD and 3500 HD Heavy-duty full-size pickup trucks with enhanced towing and payload capacities for demanding work and commercial applications.
• Chevrolet Silverado EV All-electric full-size pickup truck offering zero-emission driving with full-size truck capability.
• Chevrolet Colorado Midsize pickup truck with up to 7,700 pounds of towing capacity, available in WT, LT, Trail Boss, Z71, and ZR2 trims for off-road capability.
• Chevrolet Tahoe Full-size SUV with three rows of seating, advanced safety technology, and ample cargo space for families.
• Chevrolet Suburban Extended-length full-size SUV offering maximum cargo and passenger capacity with three rows of seating for large families or commercial use.
• Chevrolet Traverse Three-row midsize SUV seating up to eight passengers with flexible cargo configurations for families.
• Chevrolet Equinox and Equinox EV Compact SUV available in gasoline (LT, RS, ACTIV trims with FWD or AWD) and all-electric variants, featuring fuel-efficient powertrains, advanced safety features, and GM's latest EV technology.
• Chevrolet Blazer and Blazer EV Midsize SUV with available AWD and selectable drive modes, towing capacity up to 4,500 pounds, offered in gasoline trims (2LT, RS) and as an all-electric variant built on GM's Ultium platform.
• Chevrolet Trailblazer Subcompact SUV available in FWD and AWD with EVOTEX seat trim and cold weather package options for versatile urban driving.
• Chevrolet Trax Subcompact SUV with affordable pricing and efficient design, available in LS and 1RS trims for urban commuters.
• Chevrolet Corvette (Stingray, E-Ray, Z06, ZR1) Mid-engine American sports car lineup including the Corvette Stingray, hybrid E-Ray, track-focused Z06 with flat-plane crankshaft V8, and maximum-performance ZR1, sold to enthusiast buyers.
• Chevrolet Bolt EV All-electric compact hatchback offering affordable zero-emission transportation with GM's advanced EV technology.
• Chevrolet Express Cargo, Passenger, and Cutaway Vans Commercial van lineup offering configurable interior space for delivery, shuttle, employee transport, and specialty upfits on the Express chassis.
• BrightDrop Electric Delivery Van Electric commercial delivery van designed for last-mile delivery operations with advanced fleet management technology for business customers.
• Chevrolet Silverado Medium Duty (4500 HD, 5500 HD, 6500 HD) and Low Cab Forward Medium-duty commercial trucks and cab-over Low Cab Forward trucks for severe-duty applications requiring maximum payload capacity, plus Silverado 3500 Chassis Cab for utility and dump body upfits.
• Pre-Owned Vehicles Certified pre-owned and used vehicle inventory including cars, trucks, and SUVs from various manufacturers with CARFAX one-owner options and certified inspection programs; sub-lines include vehicles under $25K and Wholesale Direct vehicles.
• Vehicle Financing Services Financing options through GM Financial including 0% APR promotional rates, guaranteed financing programs, online credit applications, and the $2,000 Berger Lease Switch & Save lease pull-ahead program for current lessees.
• Vehicle Service and Maintenance GM-certified technician services including routine maintenance, oil changes, brake repairs, tire services, and Quick Lube lane service without appointments, with free vehicle pickup and delivery for service in the Grand Rapids area.
• Collision and Body Repair Full collision repair and body shop services through the affiliated Berger Collision Center for accident damage restoration.
• Parts, Accessories, and Tires Genuine GM parts, ACDelco components, Chevrolet accessories, and tire sales with online ordering and tire price match guarantee; wholesale parts program available for commercial accounts via bergerwholesaleparts.com.
• Fleet and Commercial Vehicle Services Business fleet solutions including work truck inventory, municipal vehicles, fleet partner perks program, and dedicated Business Elite Team account management for commercial buyers.
• Electric Vehicle Charging Station On-site ChargePoint DC fast charging station at 2770 Breton Road, Grand Rapids MI 49546 available to Chevrolet EV customers for charging needs.

Named customers4 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Chevrolet / General MotorscoreChannel Partner/ Reseller/ DistributorAuthorized Chevrolet franchise dealership representing GM's brand in Grand Rapids/West Michigan market. Has direct access to GM inventory systems, financing programs (GM Financial), parts supply, warranty support, and manufacturer marketing resources.

Scale indicators4 records

Recent moves6 records

Expansion highlights2 records

Emerging players

• Carvana: Pure-play online used vehicle retailer with home delivery. Competes with Berger's used vehicle and digital retail experience; relevant as a digital disruptor to traditional dealership models.
• CarMax: Largest US used vehicle retailer. Competes with Berger's used/CPO business for trade-ins and value-oriented buyers, and increasingly for F&I attach.

Broad incumbents

• Sonic Automotive: Public multi-brand dealership group with EchoPark used-vehicle standalone stores. Comparable franchise dealer with full-service operations including F&I and service.
• Lithia Motors (Driveway): Public, multi-brand dealership group pursuing aggressive consolidation and digital retail through Driveway. Comparable as a broad incumbent investing in omnichannel vehicle retail.
• Group 1 Automotive: Public multi-brand automotive retailer with US and UK operations. Comparable franchise-dealer business model with new vehicle, used vehicle, F&I, and service revenue streams.
• AutoNation: Largest US auto retailer with 200+ rooftops across multiple franchises including Chevrolet. Comparable as a broad incumbent franchise dealer group, though operating at national scale rather than regional.

Direct peers

• Todd Wenzel Chevrolet: Authorized Chevrolet dealership in West Michigan. Competes head-to-head with Berger for new Chevrolet sales, CPO inventory, and GM Financial financing customers in the same regional market.
• Fox Motors: Grand Rapids-area dealership group selling multiple brands (including Chevrolet franchises). Competes with Berger on shared-service-area retail and service customers in West Michigan.
• Betten Baker Chevrolet: Multi-rooftop Chevrolet dealer group operating in West Michigan (including Cadillac, Buick, GMC). Directly competes with Berger for Chevrolet retail, fleet, and service business in the Grand Rapids DMA.

Others

• Berger Family of Dealerships (other rooftops): Berger-affiliated or sibling locations (such as Berger Collision Center at bergercollisioncenter.co) represent adjacent service-line extensions of the same ownership group, illustrating the multi-departmental dealership model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bergerchevy
• Facebookfacebook.com/bergerchevy
• LinkedInlinkedin.com/company/berger-chevrolet

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 Berger Chevrolet