What Autosports Group does

Autosports Group Limited (ASX:ASG) is Australia's largest listed prestige, luxury and super-luxury automotive retail group, operating a network of more than 75 retail businesses across New South Wales, Queensland, Victoria, the Australian Capital Territory, and Auckland, New Zealand. Founded in 2006 with the establishment of the Audi Autosports dealership in Sydney and listed on the Australian Securities Exchange in November 2016, the group represents 23+ automotive brands spanning ultra-luxury (Rolls-Royce, Bentley, Lamborghini, Aston Martin, McLaren), premium (BMW, Mercedes-Benz, Audi, Porsche, Jaguar, Land Rover, Volvo), mass-market premium (Volkswagen, MINI, Subaru, Kia), and electric vehicles (Polestar, Zeekr, Geely), plus motorcycle brands BMW Motorrad and Ducati.

The group's revenue model is built on five integrated streams: (i) new and demonstrator vehicle sales, (ii) pre-owned vehicle sales through Prestige Auto Traders, (iii) service and maintenance performed by certified technicians in custom-built workshops, (iv) collision repair and parts through dedicated bodyshops (Autohaus Prestige, BMW Bodyshops, Mercedes Macgregor Autobody, Mosman Smash Repairs), and (v) finance and insurance products offered alongside vehicle sales. Vehicles range from approximately $2,500 used units to $150,000+ new prestige models. The group's go-to-market is owned-dealership direct sales across metropolitan markets, supported by self-serve service kiosks deployed at 30+ locations, an online dealer locator, a finance calculator, and a group-wide website built on the Digital Dealer platform. Customer segments are primarily affluent individual consumers, with a secondary corporate fleet buyer channel.

The company pursues a clearly articulated roll-up strategy focused on luxury brands and major metropolitan markets, with disclosed acquisitions including Motorline (2022), Stillwell Motor Group (~$55M, 2024), Gulson Canberra (~$12.5M, 2024), Mercedes-Benz Canberra (2024), and the pending Barry Bourke Motors acquisition (~$34M, December 2025 close) adding $212.4M in FY25 target revenue. Operational footprint is being expanded via greenfield investments including the $17.6M Southport Gold Coast Mercedes-Benz site (8,785 sqm) and the planned 8,088 sqm Phillip ACT site (October 2026 completion). The group employs between 1,001 and 5,000 staff and operates formal Apprentice and Sales Trainee programs.

Name

Autosports Group

Legal name

Autosports Group Limited

Website

https://autosportsgroup.com.au

Company type

Public

Founded year

2006

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Autosports Group (ASX:ASG) is Australia's largest listed prestige and luxury automotive retailer, operating over 75 retail businesses across Australia and New Zealand representing 23+ brands including Rolls-Royce, Bentley, Lamborghini, BMW, Mercedes-Benz, and Audi, with revenue generated from new and used vehicle sales, service, parts, collision repair, and finance.

Ownership category

akta.pro rank

Headquarters

HQ city

Leichhardt

HQ country

Australia

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sales of new, demonstrator, used, and electric vehicles across 23+ luxury and prestige automotive brands including Aston Martin, Audi, Bentley, BMW, BMW Motorrad, Ducati, Jaguar, Kia, Lamborghini, Land Rover, Maserati, McLaren, Mercedes-Benz, MINI, Polestar, Porsche, Rolls-Royce, Subaru, Volkswagen, Volvo, and Zeekr.
2. Vehicle Service and Maintenance: Service and maintenance operations conducted by highly skilled technicians in state-of-the-art custom built workshops across dealership network.
3. Parts Sales: Sale of automotive parts and accessories through dedicated parts centres.
4. Collision Repairs: Body shop and panel repair services through dedicated collision repair facilities including Autohaus Prestige, BMW Bodyshops, Mercedes Macgregor Autobody, and Mosman Smash Repairs.
5. Finance and Insurance: Vehicle financing options and insurance products offered to customers purchasing vehicles.
6. Acquisition Revenue Synergies: Revenue growth through strategic acquisitions including Stillwell Motor Group ($55M), Gulson Canberra ($12.5M), and Barry Bourke Motors dealerships ($34M, FY25 revenue $212.4M).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Autosports Group is Australia's largest listed prestige, luxury and super-luxury automotive retail group, operating over 75 dealership, service and collision repair businesses across Australia and New Zealand. It sells new, demonstrator, used and electric vehicles across 23+ brands including Aston Martin, Audi, Bentley, BMW, Lamborghini, Maserati, McLaren, Mercedes-Benz, Porsche, Rolls-Royce, Polestar and Zeekr, and provides in-house servicing, parts, collision repair, finance and insurance offerings across the same network.

Product overview

Autosports Group is Australia's largest listed prestige, luxury and super-luxury automotive retail group, operating a multi-brand dealership network of over 75 retail businesses throughout Australia and New Zealand. The company operates a unified platform consisting of new and used vehicle sales, service and maintenance, collision repairs, and financial services. The core offering centers on selling and servicing vehicles across 23+ luxury and prestige brands including Aston Martin, Audi, Bentley, BMW, Lamborghini, Maserati, McLaren, Mercedes-Benz, Porsche, Rolls-Royce, alongside volume brands like Kia, Volkswagen, and electric vehicle brands Polestar and Zeekr. Supporting products include the Prestige Auto Traders pre-owned vehicle network, service kiosks for customer check-in, finance and insurance services, vehicle trade-in programs, and apprenticeship and sales trainee programs. The group was listed on the ASX in November 2016 and has grown from a single Audi dealership established in 2006 to its current national footprint.

Differentiator

Problem solved

Functional benefit

Brands

• Prestige Auto Traders: Pre-owned prestige vehicle dealerships in Sydney, Brisbane, and North Shore
• Gulson Canberra
• Stillwell Motor Group

Products and services

• New Vehicles
• Demonstrator Vehicles
• Used Vehicles

Quantifiable outcome

• Successfully integrated multiple acquisitions including Stillwell Motor Group (75-year business), Gulson Canberra, and Barry Bourke Motors dealerships
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• Geely Auto AustraliaflagshipStrategic or Co-development Partner · 1 January 2025Autosports Group partnership with Geely Auto Australia for the first Autosports-operated Geely showroom opening in Leichhardt, Sydney. Geely's commitment to innovation, quality, and customer experience aligns with Autosports Group's values. Geely is part of the Geely Group which also includes Volvo Cars, Polestar, and Zeekr brands represented by Autosports Group.
• Barry Bourke MotorsflagshipStrategic or Co-development Partner · 1 January 2025Agreement to acquire 10 Barry Bourke Motors dealerships in Victoria for approximately $34 million with FY25 revenue of $212.4 million. Dealerships include Audi, Volvo Cars, Jaguar Land Rover, Geely, GMSV, LDV, Peugeot, Renault and Suzuki in Berwick, and Jaguar Land Rover in Doncaster. Expected to be immediately earnings accretive with completion scheduled for December 2025.
• Mercedes-Benz AustraliaflagshipStrategic or Co-development Partner · 1 January 2025Completion of acquisition of Mercedes-Benz Canberra enhancing luxury brand portfolio in ACT. Expected purchase of 8,088 square metre site at 158 Melrose Drive, Phillip, ACT in October 2026. Builds upon accelerating opportunities for deeper collaboration with Mercedes-Benz outlined in FY25 results.
• Mercedes-Benz (Southport Expansion)coreStrategic or Co-development Partner · 1 January 2025Acquisition of 8,785 square metre site in Nerang St, Southport on the Gold Coast for $17.6 million. Consistent with strategic objective to secure and maintain flagship locations in key metropolitan markets. Plans to develop purpose-built Mercedes-Benz facility with sales operations expected to commence from 138 Ferry Road, Southport in first half of FY27.
• ZeekrflagshipStrategic or Co-development Partner · 1 January 2024Zeekr is part of the Geely Group of brands which includes existing Autosports Group brands Volvo Cars, Polestar, Geely, and now Zeekr. In just 12 months since Zeekr arrived on Australian shores, the premium EV brand launched three cutting-edge models with remarkable sales momentum. More than 2,500 Australians pre-ordered the Zeekr 7X electric SUV with first 1,000 deposits for Zeekr's third model secured within seven days.
• Stillwell Motor GroupflagshipStrategic or Co-development Partner · 1 January 2024Acquisition of 100% of shares in Stillwell Motor Group. The business was founded in 1949 and operates BMW, BMW Motorrad, MINI, Volvo Cars, MG and Ducati dealerships in Victoria. Transaction aligns with Autosports Group's luxury brand and major metropolitan market growth strategy.
• Gulson CanberracoreStrategic or Co-development Partner · 1 January 2024Completion of acquisition of Gulson Canberra including Porsche Centre Canberra for approximately $12.5 million. Gulson Canberra operates Porsche, Fiat, Alfa Romeo, Leapmotor, Abarth and Jeep in Canberra. Marks Autosports Group's entry into ACT market.
• Audi FoundationminorGTM or Marketing PartnerAutosports Group supports the Audi Foundation and has been the largest single contributor since it was founded in early 2016. Donations matched by Audi Australia and go towards support for The Smith Family and RUOK Day. Support includes partnering with return to work programs, use of cars, facilities.
• Mazda FoundationminorGTM or Marketing PartnerAutosports Group supports the Mazda Foundation as part of community giving program.

Scale indicators12 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Sonic Automotive: US-listed (NYSE: SAH) automotive retailer with significant luxury import exposure (BMW, Mercedes-Benz, Lexus). Echoes ASG's premium dealer network structure, though smaller scale.
• Inchcape plc: LSE-listed global automotive distributor (LSE: INCH) with operations across Asia-Pacific, the Americas, and Europe. Engaged in both retail distribution and emerging-market brand building, offering a global analog to ASG's premium-brand distribution model.
• Lithia Motors: Largest automotive retailer in the US (NYSE: LAD) and one of the fastest-growing globally. Aggressive acquisition-led growth model mirrors ASG's playbook, though portfolio is more mass-market than ultra-luxury.
• Asbury Automotive Group: US-listed (NYSE: ABG) automotive retailer operating franchise dealerships across multiple states. Comparable multi-brand strategy and acquisitive growth profile, though broader geographic footprint than ASG.

Regional players

• Bapcor Limited: ASX-listed (ASX: BAP) Australian automotive parts, accessories, and service retailer. Adjacent rather than direct — competes in ASG's parts and service aftermarket rather than new-vehicle retail.
• Arnold Clark: Largest privately-owned automotive retailer in the UK with a multi-brand franchise network. Comparable scale and integrated retail-plus-aftersales model, though operating in a different geography.

Direct peers

• Eagers Automotive: Largest automotive retailer in Australia and New Zealand (ASX: AEG), operating multi-brand dealerships across metro markets. Directly comparable to ASG in business model, product mix (premium and luxury OEMs), and geographic footprint.
• Group 1 Automotive: US-listed (NYSE: GPI) Fortune 500 automotive retailer with significant luxury and import-brand exposure. Operates a multi-brand dealership model with integrated service and parts, directly comparable to ASG's approach.
• Penske Automotive Group: US-listed (NYSE: PAG) premium and luxury automotive retailer with strong exposure to brands like BMW, Mercedes-Benz, Audi, Porsche, and Bentley. Closest international peer in terms of luxury brand mix and retail-plus-aftersales model.

Others

• carsales.com: ASX-listed (ASX: CAR) Australian online automotive marketplace. Adjacent ecosystem participant — not a dealer, but interfaces with ASG's pre-owned vehicle and appraisal businesses.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries14 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 Autosports Group