Mike Maroone Automotive Group

What Mike Maroone Automotive Group does

Mike Maroone Automotive Group, operating primarily as "Mike Maroone Colorado," is a privately held, founder-led automotive dealership group headquartered in Colorado Springs, Colorado. The group operates eight to nine physical dealership rooftops across three Front Range markets — Longmont, Boulder, and Colorado Springs — and is an authorized franchisee for six major automotive brands: Chevrolet, GMC, Ford, Honda, Volkswagen, and Cadillac. The portfolio spans mass-market volume brands, import brands, and luxury (Cadillac), with a notable concentration in Chevrolet (three rooftops). The group is owned and led by Michael Maroone, who serves as Chairman and CEO, and operates as an independent, founder-controlled business with no disclosed parent company, private equity sponsor, or external capital structure.

The company's core products and services are organized across four revenue streams: (1) new and used vehicle sales, including a dedicated electric vehicle line covering models from Chevrolet, Ford, and GMC; (2) service and repair performed by brand-certified technicians; (3) parts and accessories sales using OEM replacement components; and (4) vehicle financing arranged through captive lender and third-party partnerships with associated dealer kickbacks. Ancillary revenue is generated through add-on F&I products such as Carefree protection plans and RecovR GPS theft recovery, a dedicated fleet/commercial sales program, and trade-in/sell-to-dealer services. Underlying technology is limited to standard dealer-management systems (DMS), CRM platforms, and an online inventory website (mikemaroonecolorado.com) supporting search, scheduling, financing applications, and trade-in valuation — no proprietary AI/ML capabilities, APIs, or SDKs are documented.

Mike Maroone's go-to-market is a direct-to-consumer model executed through physical retail showrooms supplemented by digital storefront functionality. The primary customer segment is individual buyers purchasing personal-use vehicles, with secondary segments in business/fleet buyers and EV-curious consumers. Pricing follows standard franchise dealer practice: vehicle prices vary by model, year, trim, and condition, with a flat $795 dealer handling fee applied across the inventory, and manufacturer rebates/incentives passed through. Geographic reach is regional, restricted to Colorado. The business model is fundamentally that of a traditional multi-rooftop franchise group — revenue is generated primarily through vehicle gross profit, F&I product margin, and service-department parts-and-labor margin, with no subscription, SaaS, or recurring software revenue component.

Name

Mike Maroone Automotive Group

Legal name

Mike Maroone Colorado

Website

https://mikemaroonecolorado.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

251–500 employees

Short description

Mike Maroone Automotive Group is a privately held, founder-led multi-rooftop auto dealership group in Colorado operating eight to nine locations across Longmont, Boulder, and Colorado Springs, selling and servicing new and used vehicles from Chevrolet, GMC, Ford, Honda, Volkswagen, and Cadillac for individual consumers and commercial fleet buyers.

Ownership category

akta.pro rank

Product category

Automotive Retail Dealerships

NAICS

New Car Dealers (44111), Used Car Dealers (44112), Automotive Parts and Accessories Retailers (441330), Tire Dealers (441340)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

Retail Tire Sales & Installation (Consumer) (TLAKADAA)

akta.pro secondary industries

Commercial/Fleet Tire Sales & Service (Truck/Bus/OTR) (TLAKADAB), Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)

Keywords

• Automotive dealership
• New vehicle sales
• Used vehicle sales
• Vehicle service repair
• Auto parts accessories

Headquarters

HQ city

Colorado Springs

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new and used vehicles across multiple automotive brands including Chevrolet, GMC, Honda, Volkswagen, Ford, and Cadillac. Revenue generated from the difference between acquisition cost and sale price, plus manufacturer incentives and dealer fees.
2. Service and Repair: Maintenance and repair services including oil changes, tire services, battery replacement, engine diagnostics, transmission service, suspension repair, and multi-point inspections. Revenue generated from labor rates and parts markup.
3. Parts and Accessories Sales: Sale of OEM replacement parts, batteries, tires, brake and suspension components, engine parts, transmission components, and accessories. Revenue from parts markup over wholesale costs.
4. Financing: Vehicle financing services including captive lender partnerships and third-party financing. Revenue from dealer kickbacks and financing spread.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Mike Maroone Automotive Group operates a multi-location automotive dealership business in Colorado, selling new and used vehicles across six brands (Chevrolet, GMC, Ford, Honda, Volkswagen, and Cadillac). The group complements its vehicle sales with in-house vehicle service and repair, OEM parts and accessories, vehicle financing, trade-in/sell services, fleet sales, and protection add-ons such as dent and windshield coverage and RecovR GPS theft recovery.

Product overview

Mike Maroone Automotive Group is a multi-location automotive dealership group in Colorado operating as a unified platform across nine dealership locations. The core offering centers on new and used vehicle sales spanning six major brands (Chevrolet, GMC, Ford, Honda, Volkswagen, and Cadillac), complemented by integrated service modules including financing, vehicle service and repair, parts sales, and protection products. The portfolio includes dedicated electric vehicle sales (EVs), fleet sales, and trade-in/sell services. All offerings are accessible through their website with location-specific inventory and services across Colorado communities including Boulder, Longmont, and Colorado Springs.

Differentiator

Problem solved

Functional benefit

Products and services

• New Vehicle Sales Sale of new vehicles from Chevrolet, GMC, Ford, Honda, Volkswagen, and Cadillac brands, including cars, SUVs, trucks, and vans, offered to individual consumers and fleet buyers across Colorado.
• Used Vehicle Sales Sale of pre-owned and certified pre-owned vehicles across multiple brands including Chevrolet, GMC, Ford, Honda, Volkswagen, and luxury Cadillac models.
• Electric Vehicle Sales Sale of new and used electric vehicles including Chevrolet Blazer EV, Chevrolet Equinox EV, Chevrolet Silverado EV, Ford F-150 Lightning, Ford Mustang Mach-E, GMC Hummer EV, and other EV models.
• Vehicle Service and Repair Full-service automotive repair including oil changes, tire services, battery replacement, engine diagnostics, transmission service, suspension repair, and multi-point inspections performed by brand-certified technicians.
• Parts and Accessories Sale of OEM replacement parts, batteries, tires, wheels, brake and suspension components, engine parts, transmission components, and interior/exterior accessories for the brands serviced by the group.
• Vehicle Financing Vehicle financing services including loan applications, payment calculators, and access to current manufacturer incentives, delivered through captive lender partnerships and third-party financing arrangements.
• Trade-In and Sell Services Trade-in valuation services and ability for consumers to sell their vehicles directly to the dealership in Colorado.
• Fleet Sales Fleet vehicle sales program for commercial business customers purchasing multiple vehicles for business operations, including work trucks and commercial vehicles.
• Carefree Protection Products Vehicle protection products including dent protection, appearance protection, and windshield surface protection.
• RecovR GPS Theft Recovery GPS-based theft recovery system for vehicles, offered as an add-on protection service on purchased vehicles.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Ford Motor CompanycoreGTM or Marketing Partner · 16 October 2025Ford Motor Company partners with Mike Maroone Ford Longmont for Ford Drive 4 UR Community fundraising events. Ford donates $30 per test drive up to $6,000 to benefit local community organizations such as Monarch High School Girls Softball Program.
• Monarch High School Girls Softball ProgramminorGTM or Marketing Partner · 16 October 2025Community partnership for Ford Drive 4 UR Community fundraiser event. The softball program benefits from test drive donations made by Ford Motor Company during the event.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• AutoNation: Largest US automotive retailer with multi-brand new and used vehicle dealerships plus parts and service; directly comparable as a broad multi-brand dealer group, though materially larger and publicly traded.
• Sonic Automotive: Multi-brand franchised dealer group with EchoPark used-vehicle stores and integrated F&I/parts/service; comparable in multi-brand retail structure and used vehicle strategy.
• Hendrick Automotive Group: Largest private dealer group in the US with broad brand mix and significant parts/service operations; directly comparable as a private multi-brand group with similar revenue mix.
• Group 1 Automotive: Public multi-brand automotive retailer with US and UK operations; comparable in franchised multi-brand model, parts/service revenue mix, and digital retailing investments.
• Asbury Automotive Group: Multi-brand franchised dealer group with a sizable Clicklane digital platform and F&I product business; comparable in multi-brand footprint and integrated digital/physical retail model.
• Penske Automotive Group: Public multi-brand dealer group with strong premium-brand mix (including luxury franchises) and commercial truck exposure; relevant as a comparison for premium franchise mix and fleet operations.
• Lithia Motors: One of the largest US dealer groups operating hundreds of franchises across dozens of brands with integrated digital retailing; comparable in multi-brand strategy and F&I/parts/service monetization.
• Larry H. Miller Dealerships: Large private multi-brand dealer group in the western US with deep new and used vehicle operations; comparable in private multi-brand structure and western US market focus.

Regional players

• Liberty Automotive Group: Multi-brand auto dealer group with Colorado locations; a direct regional competitor that overlaps Mike Maroone's market and brand mix.
• Phil Long Dealerships: Multi-brand dealer group headquartered in Colorado Springs; a direct regional competitor overlapping Mike Maroone's Colorado Springs and Front Range footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mikemarooneco

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Mike Maroone Automotive Group