Shockley Honda

What Shockley Honda does

Shockley Honda, now operating as Ourisman Honda of Frederick, is a privately held, single-location franchised Honda automobile dealership located at 7400 Shockley Dr., Frederick, MD 21704. Founded in 1973 and operating with 101–250 employees, the dealership sells new Honda vehicles (including the Civic, Accord, CR-V, Pilot, Passport, Ridgeline, Odyssey, HR-V, Prologue EV, and specialty models like Motocompacto and Prelude), used vehicles, and HondaTrue Certified Pre-Owned vehicles. It also operates an on-site parts center, a service center staffed by Honda-certified mechanics, a finance department, and a vehicle trade-in program branded "Ourisman Buys Cars." The company's affiliation with the Ourisman dealer network is signaled by its URL and DBA name, replacing the prior "Shockley Honda" identity.

The dealership's go-to-market model is a physical retail showroom serving individual consumers in Frederick, MD and surrounding areas (including Clarksville, Hagerstown, Germantown, and Deerwood, MD), complemented by a website that lists inventory, specials, and promotional offers, plus direct phone/text-based customer contact. Revenue mechanics are typical of a franchised auto dealer: front-end gross profit on new and used vehicle sales; back-end gross profit from finance and insurance products (via Honda Financial Services); and recurring gross profit from service, maintenance, parts, and accessories. Pricing is not publicly disclosed and varies by vehicle, trim, and negotiated terms, with finance options intermediated through Honda Financial Services.

The company's principal differentiator is "The One Person Process," under which a customer is paired with a single non-commissioned Client Advisor throughout the purchase journey, paired with upfront, no-hidden-costs pricing. Technology integrations are limited to standard third-party dealer-tooling: AudioEye (accessibility), ComplyAuto (privacy/cookie consent), Google Maps (directions), Accu-Trade (trade-in valuation), and Honda Financial Services (financing). There is no proprietary technology stack, no disclosed AI or ML capabilities, no app, and no public API. The competitive position rests on the Honda franchise agreement, the local brand equity built since 1973, the Ourisman dealer network affiliation, and the differentiated non-commissioned sales experience.

Name

Shockley Honda

Legal name

Ourisman Honda of Frederick

Website

https://shockleyhonda.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

101–250 employees

Short description

Shockley Honda is a privately held franchised Honda dealership in Frederick, MD, selling new, used, and certified pre-owned Honda vehicles along with parts, service, and financing to individual consumers in Frederick and surrounding Maryland communities.

Ownership category

akta.pro rank

Headquarters

HQ city

Frederick

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Distribution channels1 record

Marketing channels3 records

Core offering

Shockley Honda (DBA Ourisman Honda of Frederick) is a franchised Honda automobile dealership that sells new, used, and certified pre-owned Honda vehicles, arranges consumer auto financing through Honda Financial Services, and operates an on-site Honda-certified service center and OEM parts department. Customer transactions are handled through its "One Person Process" with a single non-commissioned Client Advisor providing upfront pricing.

Differentiator

Problem solved

Functional benefit

Products and services

• New Honda Vehicles Retail sale of brand-new Honda automobiles from the complete Honda lineup, available for test drive and purchase at the Frederick, MD showroom and browseable online. Targeted at individual consumers in Frederick and surrounding Maryland communities.
• Certified Pre-Owned Honda Vehicles (HondaTrue Certified) Manufacturer-certified pre-owned Honda vehicles with HondaTrue certification, retailed alongside standard used inventory. Targeted at buyers seeking warranted, inspected used Hondas.
• Used Vehicles Pre-owned vehicles of various makes and models, including a bargain inventory under $15,000, retailed through the dealership and online listings.
• Auto Financing (Finance Center) In-house finance department that arranges consumer auto loans and payment options, including manufacturer promotional programs, in partnership with Honda Financial Services. Serves vehicle purchasers.
• Honda Service Center (Maintenance and Repair) On-site Honda-certified service center performing maintenance, repairs, and recall service for Honda vehicles, plus express service for routine needs. Includes Honda Service Pass program benefits.
• Parts Center and OEM Parts Online Ordering Retail sale of OEM Honda parts and accessories, with on-line ordering available through the Honda DreamShop portal linked from the dealership website. Also offers Honda tires through the Honda Tire Store.
• Vehicle Trade-In (Ourisman Buys Cars) Trade-in appraisal and vehicle purchase service powered by the Accu-Trade valuation tool, enabling consumers to obtain a trade-in quote online and sell or trade their vehicle to the dealership.
• Vehicle Detailing Paid vehicle detailing service offered to dealership customers and walk-ins at the Frederick, MD location.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Carvana: Pure-online used-vehicle retailer with fixed pricing and home delivery; competing for the same used-vehicle buyer that Shockley Honda's used and CPO inventory targets, but via a fundamentally different distribution model.

Broad incumbents

• Penske Automotive Group: Major global franchised dealer group with extensive new/used vehicle retail plus service operations; highly comparable to Shockley Honda's revenue mix of new, used, certified pre-owned, finance, service, and parts.
• AutoNation: Largest U.S. franchised auto retailer operating hundreds of new, used, and service locations across multiple OEM brands; directly comparable business model (new/used sales + service + parts + F&I) at vastly greater scale and geographic breadth.
• Lithia Motors: One of the largest U.S. franchised dealer groups with nationwide new, used, and service operations; same fundamental model of franchise new-vehicle sales, parts/service, and F&I as a franchised Honda dealer.
• Asbury Automotive Group: Large U.S. franchised dealer group with new/used retail, F&I, parts, and service across many brands; same business model and revenue mix as Shockley Honda, just at greater scale and breadth.
• Sonic Automotive: Publicly-traded U.S. franchised dealer group with both franchise dealership and EchoPark used-vehicle operations; directly comparable franchise retail model to a single-store Honda dealer.
• Group 1 Automotive: Large publicly-traded U.S. franchised dealer group with new/used vehicle sales and parts-and-service operations across many brands; directly comparable offering structure to a single-store Honda franchise at portfolio scale.
• Hendrick Automotive Group: Largest privately-held U.S. franchised dealer group; same franchise-dealer model (new/used vehicles, service, parts, F&I), demonstrating the consolidator path a regional dealer could pursue.

Others

• CarMax: Largest U.S. used-vehicle retailer with a fixed-price, no-haggle model that directly addresses the same customer pain points Shockley Honda targets with its "One Person Process"; alternate retail channel rather than a direct franchise competitor.

Direct peers

• Ourisman Auto Group: Parent/sister DMV-region dealer network explicitly named in the dealership's branding ("Ourisman Honda of Frederick"); directly comparable as another Honda (and multi-brand) franchise retailer in the same operating model and region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/shockley-honda

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 Shockley Honda