Hansel Auto Group
- Company typePrivate
- Founded1961
- HeadquartersSanta Rosa, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
Hansel Auto Group firmographics
Firmographics- Name
- Hansel Auto Group
- Legal name
- Hansel Auto Group
- Website
- https://hanselauto.com
- Company type
- Private
- Founded year
- 1961
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
Hansel Auto Group industry classification
Industry- Product category
- Automotive Retail Dealerships
- NAICS
- Motor Vehicle and Parts Dealers (441), Other Motor Vehicle Dealers (4412)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- Garage Liability & Dealers (Auto Dealers, Repair Shops) (FSAJABAF)
- akta.pro secondary industry
- Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD)
Keywords
Where Hansel Auto Group is headquartered
LocationHeadquarters
- HQ city
- Santa Rosa
- HQ country
- United States
- HQ region
- North America
Offices10 records
Markets served
Hansel Auto Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Distribution channels1 record
Hansel Auto Group product offering
Product offeringCore offering
Hansel Auto Group is a multi-brand franchised automotive dealership group operating 10 dealerships in Northern California across 8 brands (BMW, Ford, Lincoln, Honda, Mazda, Subaru, Toyota, Volkswagen). Each location sells new and used vehicles and provides vehicle service, maintenance, and parts. The business traces to 1851 and has been family-owned throughout, with the current dealership group formalised in 1961 by Walter Hansel in Sonoma Valley.
Product overview
Hansel Auto Group is a multi-brand automotive dealership group operating 10 franchised dealerships representing 8 automotive brands (BMW, Ford, Lincoln, Honda, Mazda, Subaru, Toyota, Volkswagen) in the Sonoma and Napa Valley regions of California. The group operates a portfolio of dealership brands including Hansel BMW of Santa Rosa, Hansel Ford Lincoln, Hansel Ford of Napa, Hansel Ford of Petaluma, Hansel Honda, Hansel Lincoln, Hansel Mazda, Hansel Subaru, Hansel Toyota, and Hansel Volkswagen. Each dealership offers new and used vehicle sales, service, and parts. Founded in 1851, the family-owned business traces its roots to horse-drawn carriage sales and California's first Cadillac dealership opened in 1901.
Differentiator
Problem solved
Functional benefit
Brands
- Hansel BMW of Santa Rosa: BMW dealership located at 2925 Corby Ave, Santa Rosa, CA 95407
- Hansel Ford Lincoln
- Hansel Ford of Napa
- Hansel Ford of Petaluma
- Hansel Honda
- Hansel Lincoln
- Hansel Mazda
- Hansel Subaru
- Hansel Toyota
- Hansel Volkswagen
Products and services
- Hansel BMW of Santa Rosa BMW franchised dealership at 2925 Corby Ave, Santa Rosa, CA 95407, offering new BMW vehicles, used vehicle sales, and automotive services for retail consumers.
- Hansel Ford Lincoln Ford and Lincoln franchised dealership at 3075 Corby Ave, Santa Rosa, offering new Ford and Lincoln vehicles, used vehicle sales, and service.
- Hansel Ford of Napa Ford franchised dealership at 1550 Soscol Ave, Napa, CA 94559, offering new Ford vehicles, used vehicle sales, and automotive services.
- Hansel Ford of Petaluma Ford franchised dealership at 1120 Auto Center Dr, Petaluma, CA 94952, offering new Ford vehicles, used vehicle sales, and automotive services.
- Hansel Honda Honda franchised dealership at 1310 Auto Center Dr, Petaluma, CA 94952, offering new Honda vehicles, used vehicle sales, and service.
- Hansel Lincoln Lincoln luxury franchised dealership on Corby Ave, Santa Rosa, offering new Lincoln vehicles, used vehicle sales, and service.
- Hansel Mazda Mazda franchised dealership at 2979 Corby Ave, Santa Rosa, offering new Mazda vehicles, used vehicle sales, and automotive services.
- Hansel Subaru Subaru franchised dealership at 2987 Corby Ave, Santa Rosa, offering new Subaru vehicles, used vehicle sales, and automotive services.
- Hansel Toyota Toyota franchised dealership at 1125 Auto Center Dr, Petaluma, CA 94952, offering new Toyota vehicles, used vehicle sales, and service.
- Hansel Volkswagen Volkswagen franchised dealership at 2951 Corby Ave, Santa Rosa, offering new Volkswagen vehicles, used vehicle sales, and automotive services.
Companies that use Hansel Auto Group
Customer profileSegments1 record
Ideal customer profiles1 record
Hansel Auto Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Hansel Auto Group partnerships and signals
Strategic signalRecent moves3 records
Hansel Auto Group competitors and assessment
Company assessmentBroad incumbents
- Group 1 Automotive: Public multi-brand franchised dealer group with comparable mass-market and import brand mix (Toyota, Honda, Ford, BMW). Significantly larger scale and national/international footprint.
- AutoNation: Largest US franchised dealer group by store count, operating a national multi-brand portfolio. Comparable OEM mix but operates at a fundamentally different scale and capital structure.
- Penske Automotive Group: Public multi-brand franchised dealer group with significant premium brand exposure (BMW, Audi, Mercedes-Benz, Porsche). Comparable premium brand mix but larger and more geographically diversified.
- Sonic Automotive: Public multi-brand franchised dealer group with overlapping OEM portfolio (BMW, Honda, Toyota, Ford). Comparable product mix but larger scale, public-market discipline, and national footprint.
- Lithia Motors: Largest US franchised dealer group by revenue, operating a national multi-brand portfolio. Massively larger scale than Hansel but provides the relevant benchmark for OEM leverage and operational scale economics.
- Asbury Automotive Group: Public multi-brand franchised dealer group, recently expanded materially through the Larry H. Miller acquisition. Comparable OEM brand overlap (Honda, Toyota, Ford) but operates at substantially greater scale.
Direct peers
- Galpin Motors: Family-owned multi-brand dealer group headquartered in Southern California. Operates franchised rooftops across mass-market and premium OEMs (Ford, Honda, Volkswagen, etc.) with similar family-ownership model and California operating environment.
- Holman Automotive: Private, family-influenced multi-brand dealer and fleet services group. Comparable in private/family ownership structure and multi-brand retail operations, though Holman is meaningfully larger and more diversified into fleet.
- Hendrick Automotive Group: Largest privately-held dealer group in the US, operating a multi-brand portfolio of franchised dealerships across the Southeast. Closest comparable to Hansel given private/family-influenced ownership, diversified OEM mix, and long-horizon capital structure.
- Bill Pearce Courtesy Motors Group: Family-owned multi-brand dealer group in the Reno/Sparks region of Northern Nevada. Comparable in scale, multi-generational family ownership, and diversified OEM portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Hansel Auto Group social profiles
Digital presenceHansel Auto Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hansel Auto Group leadership team
Management profileNumber of profiles
Hansel Auto Group subsidiaries and ownership
Company hierarchySubsidiaries10 records
Hansel Auto Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hansel Auto Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hansel Auto Group
What does Hansel Auto Group do?
Hansel Auto Group is a multi-brand franchised automotive dealership group operating 10 dealerships in Northern California across 8 brands (BMW, Ford, Lincoln, Honda, Mazda, Subaru, Toyota, Volkswagen). Each location sells new and used vehicles and provides vehicle service, maintenance, and parts. The business traces to 1851 and has been family-owned throughout, with the current dealership group formalised in 1961 by Walter Hansel in Sonoma Valley.
Is Hansel Auto Group a public or private company?
Hansel Auto Group is a private company. It is classified as family owned and is currently operating.
When was Hansel Auto Group founded?
Hansel Auto Group was founded in 1961. It employs 501 to 1,000 people.
Where is Hansel Auto Group based?
Hansel Auto Group is headquartered in Santa Rosa, United States, in the North America region.
Who are Hansel Auto Group's main competitors?
Broad incumbents on record are Group 1 Automotive, AutoNation, Penske Automotive Group, Sonic Automotive, Lithia Motors and Asbury Automotive Group. Direct peers are Galpin Motors, Holman Automotive, Hendrick Automotive Group and Bill Pearce Courtesy Motors Group.
Does Hansel Auto Group have an API?
No public API is recorded for Hansel Auto Group.
What industry is Hansel Auto Group in?
Hansel Auto Group's product category is Automotive Retail Dealerships. Its primary akta.pro industry code is FSAJABAF, Garage Liability & Dealers (Auto Dealers, Repair Shops), with a secondary code of FSAJALAD, Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors). Its NAICS code is 441 and its SIC code is 5500.