What Groupe Lauzon does

Groupe Lauzon is a privately held, family-owned automotive dealership group founded in 1963 and headquartered in Laval, Quebec, Canada. The company operates six authorized franchise dealerships across the Greater Montreal area, covering both the Rive-Nord (Laval, Blainville, Boisbriand) and Rive-Sud (St-Hubert) markets. Its portfolio represents three premium automotive brands: Audi (two locations), Volkswagen (two locations), and Porsche (two locations), with a workforce of more than 450 employees.

The group's core business is retail vehicle sales (new and pre-owned), supported by vehicle service and maintenance, parts and accessories sales, and bodywork services provided through a partnership with CCC Europa. The technology stack is conventional for the dealership sector: a website platform developed and operated by Solutions Médias 360 Inc. (SM360), featuring online vehicle inventory browsing, customer inquiry forms, and digital marketing tracking via Google Analytics, Facebook Pixel, and Microsoft Bing UET. No proprietary AI, ML, or differentiated technology capabilities are evident.

Groupe Lauzon generates revenue primarily through one-time vehicle transactions (new MSRP-based sales ranging from $30K to $174K+ CAD depending on brand and model) and used vehicle sales ($20K to $240K CAD), supplemented by recurring service and parts revenue. Pricing is opaque beyond published vehicle prices, with service work quoted individually. The customer base is entirely retail (individual consumers), and the go-to-market motion is traditional in-person dealership sales with free test drives. Geographic operations are limited to Quebec, Canada.

Name

Groupe Lauzon

Legal name

Groupe Lauzon

Website

https://groupelauzon.com

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Laval

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new vehicles from three prestige brands: Audi, Volkswagen, and Porsche. Multiple model lines including SUVs, sedans, and electric vehicles. Revenue generated through vehicle transactions with MSRP-based pricing.
2. Used Vehicle Sales: Sale of pre-owned vehicles including certified pre-owned programs. Vehicles include various brands beyond the three main franchises (BMW, Lexus, Jeep, etc.).
3. Vehicle Service and Maintenance: Service department providing vehicle maintenance, repairs, and bodywork services. Operating hours Monday through Friday with technicians available.
4. Parts and Accessories Sales: Sale of vehicle parts and accessories through dedicated parts department.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Groupe Lauzon sells new and pre-owned Audi, Volkswagen, and Porsche vehicles through six franchised dealerships in the greater Montreal area, supported by in-house maintenance and repair services, parts and accessories sales, and complimentary Carfax vehicle history reports on used inventory. The group also refers customers to partner CCC Europa for bodywork services and coordinates vehicle financing through financial institution partners.

Product overview

Groupe Lauzon is an automotive dealership group consisting of six dealership locations (Audi Lauzon, Audi Blainville, Porsche Lauzon, Porsche Rive-Sud, Volkswagen Lauzon Blainville, Volkswagen Lauzon Boisbriand) in the Greater Montreal area. Established in 1963, the group offers a unified product portfolio centered on new and pre-owned vehicle sales across three premium automotive brands: Audi, Volkswagen, and Porsche. The core offering is vehicle sales, supported by complementary services including vehicle maintenance and repair, bodywork services through CCC Europa partnership, and complimentary services such as free test drives and Carfax reports. The portfolio includes a mix of traditional combustion vehicles, plug-in hybrids, and fully electric vehicles (Volkswagen ID.4, Audi e-tron/Q4 e-tron/Q6 e-tron, Porsche Taycan). The dealerships serve customers across Laval, Blainville, Boisbriand, and St-Hubert on Montreal's North Shore and South Shore.

Differentiator

Problem solved

Functional benefit

Products and services

• New Audi Vehicle Sales Sale of new Audi vehicles (sedans, SUVs, and electric models) at two authorized Audi dealerships (Audi Lauzon in Laval and Audi Blainville) for individual consumers in the greater Montreal area.
• New Volkswagen Vehicle Sales Sale of new Volkswagen vehicles (sedans, SUVs, and electric ID.4) at two authorized VW dealerships (Volkswagen Lauzon Blainville and Volkswagen Lauzon Boisbriand) for individual consumers.
• New Porsche Vehicle Sales Sale of new Porsche vehicles (sports cars, SUVs, and electric Taycan) at two authorized Porsche dealerships (Porsche Lauzon in Laval and Porsche Rive-Sud in St-Hubert) for individual consumers.
• Used Vehicle Sales (including Certified Pre-Owned) Sale of pre-owned vehicles across multiple brands, including certified pre-owned programs from Audi, Volkswagen, and Porsche, with complimentary Carfax vehicle history reports provided with each purchase.
• Vehicle Service and Maintenance Maintenance, repair, and bodywork-related service for vehicles sold at the group's dealerships, performed by trained technicians at service departments within each dealership.
• Parts and Accessories Sales Sale of vehicle parts and accessories through dedicated parts departments at each dealership location.
• Bodywork Service (via CCC Europa partnership)
• Vehicle Financing Coordination Coordination of consumer vehicle financing and leasing through partner financial institutions, with customer information shared with prior authorization for financing purposes.

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

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Solutions Médias 360 Inc.coreTechnology or IntegrationSM360 developed and operates the Groupe Lauzon website (www.groupelauzon.com). Provides web and mobile solutions for car dealers including personalized dealership websites. Website platform enables online vehicle inventory, customer communication, and digital marketing capabilities.
• CCC EuropaminorChannel Partner/ Reseller/ DistributorExternal bodywork service provider. Customers requiring collision repair or bodywork are referred to CCC Europa. Located at ccceuropa.ca with both French and English language options.
• Audi CanadacoreChannel Partner/ Reseller/ DistributorOfficial Audi dealership franchise. Groupe Lauzon operates two Audi dealerships (Audi Lauzon in Laval and Audi Blainville) as authorized dealer franchisee. Sales of new Audi vehicles, parts, and authorized service.
• Volkswagen CanadacoreChannel Partner/ Reseller/ DistributorOfficial Volkswagen dealership franchise. Groupe Lauzon operates two VW dealerships (Volkswagen Lauzon Blainville and Volkswagen Lauzon Boisbriand) as authorized dealer franchisee. Sales of new Volkswagen vehicles including ID.4 electric, parts, and authorized service.
• Porsche CanadacoreChannel Partner/ Reseller/ DistributorOfficial Porsche dealership franchise. Groupe Lauzon operates two Porsche dealerships (Porsche Lauzon in Laval and Porsche Rive-Sud in St-Hubert) as authorized dealer franchisee. Sales of new Porsche vehicles including Taycan electric and hybrid models, parts, and authorized service.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• AutoCanada Inc. TSX-listed Canadian multi-brand automotive dealership group operating franchised new and used vehicle dealerships plus collision centers across Canada. Direct comparable in business model (franchised dealer group with service/parts/collision), and a public-market proxy for valuing a multi-rooftop Canadian dealer.
• Group 1 Automotive Inc. NYSE-listed US/UK franchised automotive retailer with significant premium and luxury brand representation including Audi and Porsche rooftops. Comparable as a public-market reference point for the same brand mix and multi-rooftop operating model.
• Asbury Automotive Group Inc. NYSE-listed US franchised dealership group with a meaningful luxury and import brand portfolio. Comparable in business model (franchised new + used + service + parts + F&I) and as a reference for leveraged dealer economics.
• Groupe Park Avenue: Quebec-headquartered multi-franchise luxury auto dealer group representing Audi, BMW, Mercedes-Benz and others across the Greater Montreal area. Direct comparable because it competes head-to-head with Groupe Lauzon in the same metro for the same prestige German brand franchises.
• Sonic Automotive Inc. NYSE-listed US franchised dealer group with luxury and import brand exposure (BMW, Mercedes-Benz, Audi, Porsche). Direct comparable because of similar brand-mix philosophy and the EchoPark used-vehicle platform — useful public-market read on luxury dealer unit economics.

Others

• Cox Automotive Canada: Provider of dealer software, inventory management, and vehicle remarketing services (Dealertrack, Autotrader, Manheim) widely used by franchised Canadian dealers. Comparable as an ecosystem participant that captures value from the same dealer value chain and reflects industry-wide digital infrastructure benchmarks.
• Solutions Médias 360 Inc. (SM360): Quebec-based vendor that built and operates Groupe Lauzon's dealership website platform and provides digital retailing tools to Canadian auto dealers. Comparable as the enabling technology partner whose footprint across other Canadian dealerships contextualizes Groupe Lauzon's digital maturity.

Broad incumbents

• Dilawri Group: One of Canada's largest automotive dealer groups, operating franchised dealerships across multiple provinces and brands. Comparable as a broader incumbent that demonstrates scale economies and OEM negotiating leverage a regional group like Groupe Lauzon lacks.
• Holman Automotive: Large North American family-owned automotive services group combining franchised dealerships with fleet management and parts distribution. Comparable as a larger, more diversified family-owned peer that shows the ceiling for organic expansion of a regional dealer group.
• Lithia Motors Inc. NYSE-listed largest US franchised auto retailer with a heavy growth-by-acquisition model. Comparable as a broad incumbent that demonstrates the scale ceiling (and consolidation playbook) available to a regional group considering aggressive expansion via M&A.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@GroupeLauzon.
• Facebookfacebook.com/Groupelauzon
• LinkedInlinkedin.com/company/audi-lauzon
• Instagraminstagram.com/groupelauzon

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 Groupe Lauzon