Price Family Dealerships

What Price Family Dealerships does

Price Family Dealerships is a privately held, family-owned automotive dealership group founded in 1976 by Tom Price and headquartered in Larkspur, California. The group operates 30 franchised dealerships across 16 campus locations in Northern California, representing more than 18 brands spanning mass-market (Toyota, Ford, Lincoln), premium (Volvo, Cadillac), luxury (Mercedes-Benz, Jaguar, Land Rover), and supercar/hypercar tiers (Lamborghini, Bentley, Rolls-Royce, McLaren, Aston Martin, Maserati, Lotus, Czinger, Pininfarina, INEOS Grenadier, Hennessey). The company combines a multi-franchise retail footprint with a full vehicle lifecycle ecosystem that includes parts and service centers staffed by OEM-certified technicians, collision repair, the Toyota Rent a Car rental program, in-house auto financing, the We Buy Cars trade-in/buyout program, and the Triton Protect vehicle service contract product.

The business operates on a primarily transactional, one-time-sale revenue model for new and used vehicles, complemented by recurring streams from parts and service (professional services), financing and rental transaction fees, and managed-service revenue from Triton Protect insurance. Go-to-market combines traditional brick-and-mortar showroom retail with direct-to-consumer digital channels (online inventory search, payment calculator, financing application, test drive scheduling) and a home delivery concierge service for test drives, purchases, and service pickup. The customer base is dominated by individual retail buyers across price points, with secondary commercial and government fleet segments supplying police, fire, schools, construction, and utility customers.

The platform is built on the DealerInspire dealer management system and online storefront, with third-party integrations for vehicle history (CARFAX), mapping (Mapbox), document transfer (Botdoc), consent management (ComplyAuto), and analytics (Google Analytics). The company is led by Chairman Tom Price (founder, former Vice-Chairman of Sonic Automotive) and CEO Nick Price (Automotive News 40 Under 40), supported by a leadership team drawn from Toyota Motor North America, Subaru of America, Penske Automotive Group, ArentFox Schiff, and venture capital/private equity firms. Ownership remains entirely within the Price family with no disclosed institutional or private equity backing.

Name

Price Family Dealerships

Legal name

Price Family Dealerships

Website

https://pricefamilydealerships.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

Price Family Dealerships is a privately held, family-owned automotive dealership group operating 30 franchised dealerships across 16 Northern California campus locations, representing 18+ brands from Toyota to Lamborghini and Rolls-Royce, and serving individual consumers, commercial fleets, and government buyers with sales, service, financing, and insurance.

Ownership category

akta.pro rank

Product category

Automotive Retail

NAICS

Motor Vehicle and Parts Dealers (441), New Car Dealers (44111), Used Car Dealers (441120), Other Motor Vehicle Dealers (4412)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Replacement / Service Loaner & Dealer Rental Programs (THADAAAK)

akta.pro secondary industries

Auto & Vehicle Leasing (Personal Use) (FSAKANAA), Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD)

Keywords

• New vehicle sales
• Used vehicle sales
• Certified pre-owned vehicles
• Auto repair services
• Vehicle financing

Headquarters

HQ city

Sunnyvale

HQ country

United States

HQ region

North America

Offices12 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new vehicles from multiple franchised brands including Toyota, Ford, Mercedes-Benz, Lamborghini, Bentley, Rolls-Royce, McLaren, Aston Martin, Jaguar, Land Rover, Volvo, Polestar, Cadillac, Maserati, Lotus, INEOS, Czinger, and Pininfarina
2. Used Vehicle Sales: Pre-owned and certified pre-owned vehicle sales across multiple brands with approximately 1,061 vehicles in inventory
3. Parts & Service: Factory-trained certified technicians providing maintenance and repairs using OEM parts. Services include oil changes, collision repair, and routine maintenance across all dealership brands
4. Vehicle Rental: Toyota Rent a Car program offering temporary vehicle rentals for service loaners, insurance replacements, and extended test drives or travel needs
5. Financing Services: On-site finance experts providing tailored finance packages for new and used vehicle purchases and leases
6. We Buy Cars Program: Vehicle purchase program buying all makes and models from consumers regardless of whether they are purchasing a vehicle. Instant offers provided based on market data
7. Triton Protect Insurance: Vehicle service contracts providing extended protection plans with various deductible options and comprehensive coverage

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Price Family Dealerships is a multi-franchise automotive dealership group operating 30 franchised dealerships across 16 Northern California campus locations, selling new, used, and certified pre-owned vehicles from 18+ brands including Toyota, Ford, Mercedes-Benz, and luxury/super car marques such as Lamborghini, Bentley, Rolls-Royce, McLaren, and Aston Martin. The group also provides OEM parts and service, collision repair, on-site financing, Triton Protect vehicle service contracts, vehicle rental through Toyota Rent a Car, and a We Buy Cars program, complemented by online browsing, financing applications, and home delivery concierge service.

Product overview

Price Family Dealerships operates as a multi-franchise automotive dealership group offering a comprehensive portfolio of vehicle sales and related services across Northern California. The core offering consists of new, used, and certified pre-owned vehicle sales across 30 franchised dealerships representing 18+ brands including Toyota, Ford, Mercedes-Benz, and luxury/super car brands (Lamborghini, Bentley, Rolls-Royce, McLaren, Aston Martin, Maserati, Lotus). The service ecosystem includes parts and service centers with factory-trained technicians, collision repair facilities, Toyota Rent a Car for vehicle rentals, auto financing, and Triton Protect vehicle service contracts. Additional offerings include home delivery concierge service, online payment calculators, test drive scheduling, and the Women's Circle employee development program. The group serves customers through 16 physical campus locations across the San Francisco Bay Area.

Differentiator

Problem solved

Functional benefit

Brands

• Triton Protect: Vehicle service contracts and protection plans offered by Price Family Dealerships, providing coverage for unexpected vehicle repairs with exclusionary protection.
• Toyota Rent a Car
• Women's Circle

Products and services

• New Vehicle Sales Sale of new vehicles from multiple automotive brands including Toyota, Ford, Mercedes-Benz, Sprinter, and luxury and supercar manufacturers (Lamborghini, Bentley, Rolls-Royce, McLaren, Aston Martin, Jaguar, Land Rover, Volvo, Polestar, Cadillac, Maserati, Lotus, INEOS, Czinger, Pininfarina, Hennessey). Targeted at individual consumers, families, and commercial/government buyers. 1,873 new vehicles in inventory.
• Used Vehicle Sales Pre-owned vehicle inventory including cars, trucks, and SUVs from various manufacturers, with CARFAX vehicle history reports and value badges. Inventory of approximately 1,061 used vehicles across all brands served.
• Certified Pre-Owned Vehicles Certified used vehicles with manufacturer warranties and verified vehicle history, providing buyers with warranty-backed late-model used vehicles. Approximately 285 certified pre-owned vehicles in inventory, with prices starting around $11,387 for Toyota Mirai.
• Electric + Hybrid Vehicles New electric and hybrid vehicles from Ford, Polestar, Volvo, Mercedes-Benz, and Toyota. Approximately 1,094 electric and hybrid vehicles available across the inventory, including Toyota Corolla Hybrid starting at $26,279 MSRP.
• Commercial Vehicles Commercial vehicle sales for business fleet needs including Ford commercial vehicles and Sprinter vans, serving construction companies, utility companies, schools, and government agencies.
• Parts & Service Centers Factory-trained certified technicians providing maintenance and repair services for all makes and models using OEM parts, including oil changes, routine maintenance, and major repairs across 13+ service locations in the Bay Area.
• Collision Repair Body repair services with factory-certified technicians for accident damage ranging from minor dents to major collisions, supporting insurance and individual repair needs.
• Toyota Rent a Car Vehicle rental program through Toyota dealers offering latest model vehicles for vacations, business travel, service loaner needs, or insurance replacement vehicles for retail and business customers.
• Auto Financing Tailored finance packages with on-site finance experts for purchase or lease of new or used vehicles, with typical financing terms of 72 months, 5.9% interest, and 20% down payment available through online application.
• We Buy Cars Program Vehicle purchase program that buys all makes and models from consumers with competitive cash offers based on market data, no trade-in required, and instant offers provided.
• Triton Protect Insurance Vehicle service contracts providing exclusionary protection covering parts and labor costs for unexpected repairs, with 24/7 claims support, transferable coverage, multiple deductible options, and coverage starting on day one.
• Home Delivery Service Concierge service bringing test drives, vehicle purchases, and service pickup/delivery to customer homes or offices in the Northern California service area.

Quantifiable outcome

• Over $1 million raised for Dedication to Special Education over 20 years
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Dedication to Special Education (DSE)coreOthersToyota Marin has partnered with DSE since 2006, donating and raffling off Toyota vehicles at annual benefit events. Over 19 consecutive years, this partnership has raised more than $1 million for special education programs in Marin County schools.
• To Celebrate Life Breast Cancer FoundationcoreOthersPrice Family Dealerships proudly supports To Celebrate Life, which has provided more than 10,000 services annually to breast cancer patients including diagnostic testing, financial assistance, support groups, and holistic therapies since 1996.
• Trips for Kids MarinminorOthersPartnership with organization founded in 1988 that has helped more than 400,000 Bay Area children experience nature and cycling, teaching 3,500 kids bike mechanic skills and helping them earn free bikes.
• The Salvation ArmycoreOthersPrice Family Dealerships has donated over $100,000 to The Salvation Army to support disaster relief efforts. The Salvation Army provides emergency services before, during, and after disasters.
• Sacramento River Cats - Cats Care ProgramminorOthersPartnership between Downtown Ford Sacramento and minor league baseball team River Cats to support community service initiatives through Cats Care program involving employees, players, and fans.
• Giving MarinminorOthersMovement of community-minded businesses providing marketing space for nonprofits monthly. Price Family Dealerships participates as a business member supporting local nonprofits.
• Boys & Girls Club of AlamedaminorOthersSupport for organization providing enrichment activities and experiences for young people in the community beyond just recreation.
• Angel Fund at North Bay AquaticsminorOthersPartnership with Toyota Motor North America supporting young swimmers with financial assistance for training and college scholarships to institutions including Harvard, Dartmouth, Duke, Stanford, UC Berkeley, and USC.
• Youth Sports OrganizationsminorOthersSponsorship of Twin Cities Little League, Twin Cities Softball, Tiburon Peninsula Little League, and Marin Baseball providing financial support and college scholarships to youth athletes.
• Canal AllianceminorOthersToyota Marin partnership supporting immigrants and helping Marin County become a place where everyone has opportunity to live, work, and succeed.
• BBB (Better Business Bureau)minorOthersAccredited business with A+ rating demonstrating commitment to ethical business practices and customer satisfaction standards.

Scale indicators7 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• AutoNation: AutoNation is the largest automotive retailer in the United States with over 300 locations. It is comparable as a broad incumbent offering new/used vehicles, parts, service, and financing across multiple OEM brands nationwide, though at a materially larger scale than Price Family.
• Asbury Automotive Group: Asbury Automotive is a publicly traded automotive retailer with a multi-brand, multi-region dealership model including F&I and Clicklane digital retail. Comparable as a consolidator acquiring regional dealer groups to expand scale and brand mix.
• Group 1 Automotive: Group 1 Automotive is a large public automotive retailer with operations in the U.S. and U.K. Comparable as a multi-franchise dealership group with both mass-market and luxury franchises plus finance/insurance and service operations.
• Berkshire Hathaway Automotive: Berkshire Hathaway Automotive (formerly Van Tuyl) is a privately held dealership group under Berkshire Hathaway. Comparable as a large multi-franchise retailer with a long-hold ownership structure similar to Price Family's private, family-owned model.
• Lithia Motors: Lithia Motors is a publicly traded, large-scale automotive retailer with an aggressive acquisition strategy and broad brand portfolio. It is comparable as a multi-franchise dealership group pursuing consolidation and digital retail, though operating nationally rather than regionally.

Direct peers

• Sonic Automotive: Sonic Automotive is a publicly traded Fortune 500 automotive retailer. It is the most direct peer because Price Family's founder Tom Price previously merged First America Automotive with Sonic in 1999, and Sonic operates a similar multi-franchise model with both EchoPark used-vehicle stores and luxury franchised dealerships.
• Penske Automotive Group: Penske Automotive Group is a publicly traded dealership group with significant premium/luxury franchise exposure (including Mercedes-Benz, Audi, BMW, Porsche). Comparable because Price Family's CFO previously worked at Penske, and both emphasize luxury brand retailing alongside volume franchises.
• Hendrick Automotive Group: Hendrick Automotive Group is the largest privately held automotive dealership group in the U.S., operating over 100 franchises across the Carolinas and other states. Comparable as a private, family-influenced multi-franchise dealer pursuing long-term regional dominance.
• Galpin Motors: Galpin Motors is a large privately held dealer group in Southern California known for luxury and exotic franchise exposure (Ford, Aston Martin, Jaguar, Rolls-Royce). Comparable as a regional private dealer with overlapping luxury brand mix and similar concierge-oriented retail culture.

Emerging players

• CarMax: CarMax is the largest U.S. used-vehicle retailer with a no-haggle pricing model that mirrors Price Family's "Simple Price, Simple Process" approach. Comparable as an emerging-format competitor reshaping consumer expectations around price transparency and online purchase flows.

Market position

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xmobile.twitter.com/PriceFamilyAuto
• YouTubeyoutube.com/channel/UCQ-g6iwgrno7vqy23wDD2pA
• Facebookfacebook.com/PriceFamilyDealerships
• Instagraminstagram.com/pricefamilydealerships
• LinkedInlinkedin.com/company/pricefamilydealerships

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries34 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 Price Family Dealerships