Spinelli
Spinelli is a family-owned multi-brand automotive dealership group operating ten locations across Greater Montreal under eight OEM franchises (Toyota, Honda, Lexus, Nissan, INFINITI, Mazda, Kia, Volkswagen), selling new, used, certified pre-owned, and hybrid/electric vehicles and providing service, financing, and online purchasing to individual consumers in Quebec, Canada.
- Company typePrivate
- Founded1920
- HeadquartersLasalle, Canada
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Spinelli does
Spinelli (legal entity: 2975131 Canada Inc., operating as Groupe Spinelli and Les concessionnaires Spinelli) is a family-owned multi-brand automotive dealership group headquartered in Lachine, Montreal, and founded in the early 1920s. The group operates ten branded dealership locations across Greater Montreal, including Lachine, Pointe-Claire, West Island, Vaudreuil, Laval, and Rive-Sud, representing eight OEM franchises: Toyota, Honda, Lexus, INFINITI, Nissan, Mazda, Kia, and Volkswagen. Each location combines new vehicle sales with certified pre-owned, used, demonstrator, and hybrid/electric inventory, alongside on-site service, parts, tire center, and body shop operations. No public listing or institutional investment has been disclosed; the company is family-controlled with Mathieu Spinelli serving as Executive Vice President and Noël Spinelli recognized with the Governor General's Ramon John Hnatyshyn Award in 2021.
The company's core technology stack is Spinelli Direct, an online vehicle purchasing platform built around a virtual showroom, remote vehicle presentation capability, integrated credit applications, and home delivery within 300 km of Montreal. The platform is targeted at individual consumers in the Greater Montreal CMA and is supported by Solutions Médias 360 (SM360), which provides website development, hosting, and dealer platform infrastructure across the corporate site and brand-specific subdomains. Ancillary retention mechanisms include the Mon Spinelli loyalty/rewards program and the Spinelli Certified pre-owned vehicle brand, which sits alongside manufacturer-backed certified pre-owned inventory.
The revenue model combines one-time vehicle sales across new and used channels, transaction-based service, parts, and body shop revenue, and financing referral economics through Fairstone Financial Inc., which provides promotional credit (up to 6 months no-interest, no-payment on approved credit, standard 29.99% APR thereafter) for vehicle and service purchases. Pricing incentives tied to Spinelli Direct include up to $750 in first-payment credit and free delivery. The primary customer segment is individual consumers in Greater Montreal purchasing personal vehicles, with a secondary segment of existing owners using the service and parts network; all pricing is in Canadian dollars and the operation is restricted to Canada.
Spinelli firmographics
Firmographics- Name
- Spinelli
- Legal name
- 2975131 Canada Inc. (Groupe Spinelli)
- Website
- https://spinelli.com
- Company type
- Private
- Founded year
- 1920
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Spinelli is a family-owned multi-brand automotive dealership group operating ten locations across Greater Montreal under eight OEM franchises (Toyota, Honda, Lexus, Nissan, INFINITI, Mazda, Kia, Volkswagen), selling new, used, certified pre-owned, and hybrid/electric vehicles and providing service, financing, and online purchasing to individual consumers in Quebec, Canada.
- Ownership category
- akta.pro rank
Where Spinelli is headquartered
LocationHeadquarters
- HQ city
- Lasalle
- HQ country
- Canada
- HQ region
- North America
Offices5 records
Markets served
Spinelli business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Vehicle Sales (New and Used): Sale of new vehicles across 8 brands (Volkswagen, Kia, Nissan, INFINITI, Mazda, Honda, Toyota, Lexus) plus certified pre-owned and used vehicles through dealership locations
- Automotive Financing: In-house financing solutions through Fairstone Financial Inc. offering promotional credit terms (up to 6 months no interest, no payments) and standard financing at 29.99% APR with 3% minimum payments
- Service, Parts, and Body Shop: Mechanical maintenance, repairs, aesthetics, body work, tires, and parts sales across all dealership locations
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Spinelli Direct Online Purchase Promotion |
| Transaction based/ take rate | Monthly | Fairstone Promotional Financing |
| Transaction based/ take rate | Monthly | Fairstone Regular Credit Plan |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Spinelli product offering
Product offeringCore offering
Spinelli is a multi-brand automotive dealership group that sells new, certified pre-owned, and used vehicles across 10 franchised locations in the Greater Montreal area representing Volkswagen, Kia, Nissan, INFINITI, Mazda, Honda, Toyota, and Lexus. The group also provides after-sales vehicle services including mechanical maintenance, body work, tires, parts, customer financing through Fairstone, and an online vehicle purchasing channel called Spinelli Direct with home delivery.
Product overview
Spinelli is a multi-brand automotive dealership group operating under 2975131 Canada Inc. (Groupe Spinelli) in the Greater Montreal area. The company offers a unified platform combining vehicle sales and service operations across 8 franchises: Honda, INFINITI, Kia, Lexus, Mazda, Nissan, Toyota, and Volkswagen. The core product portfolio includes new and used vehicle sales (both conventional and hybrid/electric), supplemented by service departments for maintenance, body work, tires, and financing. Online purchasing is enabled through Spinelli Direct, while customer retention is supported by the Mon Spinelli loyalty program. The company operates physical dealership locations in Lachine and Pointe-Claire areas.
Differentiator
Problem solved
Functional benefit
Brands
- Spinelli Direct: Online vehicle purchasing platform offering online buying, first payment coverage up to $750, virtual showroom, remote vehicle presentations, and home delivery within 300km of Montreal
- Mon Spinelli
- Spinelli Certified
Products and services
- New Vehicles (Véhicules neufs) Sale of new vehicles across 8 franchise brands — Volkswagen, Kia, Nissan, INFINITI, Mazda, Honda, Toyota, and Lexus — offered at 10 dealership locations in Greater Montreal for individual consumers and households.
- Used Vehicles (Véhicules d'occasion) Sale of pre-owned vehicles from multiple brands at Spinelli dealerships across Greater Montreal for individual consumers looking for non-certified used cars.
- Certified Pre-Owned Vehicles (Spinelli Certified) Spinelli Certified pre-owned vehicles sold with manufacturer-backed and Spinelli-backed warranties, combining manufacturer certified pre-owned inventory with the Spinelli Certified sub-brand.
- Hybrid and Electric Vehicles (Hybrides/électriques) New and used hybrid and electric vehicles including models such as the Nissan LEAF and Toyota RAV4 Prime, sold through Spinelli's franchised dealerships in Greater Montreal.
- Vehicle Service and Body Shop (Service et carrosserie) Mechanical maintenance, repairs, body work, tire center services, windshield repair, and parts replacement offered at all Spinelli dealership locations for existing vehicle owners in Greater Montreal.
- Vehicle and Service Financing (Financement) In-house financing solutions provided in partnership with Fairstone Financial Inc. for Spinelli customers purchasing vehicles or paying for service, offering up to 6 months with no payments and no interest on approved credit and a standard 29.99% APR plan thereafter with a possible $21 annual membership fee.
- Spinelli Direct Online Vehicle Purchasing Online vehicle purchasing channel allowing customers to browse inventory, take virtual showroom tours, apply for financing, and complete purchase remotely with up to $750 toward the first monthly payment and free home delivery within 300km of Montreal.
- Mon Spinelli Loyalty Program Customer rewards and loyalty program offering members exclusive deals and savings on Spinelli automotive products and services.
Quantifiable outcome
- Free delivery within 300km of Montreal for online purchases
- +2 more outcomes
Companies that use Spinelli
Customer profileNamed customers8 records
Segments2 records
Ideal customer profiles2 records
Spinelli technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Spinelli partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core.
- Solutions Médias 360 Inc. (SM360)coreSM360 operates and develops the Spinelli website and digital platforms. The website is powered by SM360's dealer solutions platform. SM360 handles website development, hosting, and digital infrastructure supporting Spinelli's online sales and marketing operations.
- Volkswagen GroupcoreAuthorized Volkswagen dealership franchise operating as Spinelli Volkswagen Lachine, selling new Volkswagen vehicles including Jetta, GLI, Taos, Tiguan, Atlas, Atlas Cross Sport, GTI, and Golf R performance models.
- Toyota Motor CorporationcoreAuthorized Toyota dealership franchises operating as Spinelli Toyota Lachine and Spinelli Toyota Pointe-Claire, selling new Toyota vehicles including Corolla, Camry, RAV4, and used vehicles.
- Lexus (Toyota Motor Corporation)coreAuthorized Lexus dealership franchises operating as Spinelli Lexus Lachine and Spinelli Lexus Pointe-Claire, selling luxury vehicles including IS, ES, NX, RX, and RZ models.
- Nissan Motor CorporationcoreAuthorized Nissan dealership operating as Spinelli Nissan near Île-Perrot, selling new Nissan vehicles including Rogue, Qashqai, Sentra, LEAF electric, and Pathfinder.
- Honda Motor Co.coreAuthorized Honda dealership operating as Spinelli Honda near Île-Perrot and near Vaudreuil, selling new Honda vehicles including CR-V, Accord, Civic, and used vehicles.
- Mazda Motor CorporationcoreAuthorized Mazda dealership operating as Spinelli Mazda in Montréal, selling new Mazda vehicles including CX-5, CX-30, Mazda3, and used vehicles.
- Kia CorporationcoreAuthorized Kia dealership operating as Spinelli Kia near Vaudreuil in West Island near Laval, selling new Kia vehicles including Forte, Sportage, Sorento, Niro, and used vehicles.
- INFINITI (Nissan Motor Corporation)coreAuthorized INFINITI dealership operating as Spinelli INFINITI near Brossard and Laval, selling luxury vehicles including Q50 sedan and QX50, QX60 SUVs.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Spinelli competitors and assessment
Company assessmentBroad incumbents
- AutoNation: AutoNation (NYSE:AN) is one of the largest U.S. automotive retailers operating ~250 new-vehicle franchises with integrated F&I, parts, service, and online retailing capabilities, broadly analogous to Spinelli's omnichannel model.
- Hendrick Automotive Group: Hendrick Automotive Group is the largest privately held dealership group in the U.S., with ~140 franchised rooftops - a useful private-comp anchor for a multi-brand operator like Spinelli focused on luxury and volume brands.
- Asbury Automotive Group: Asbury Automotive Group (NYSE:ABG) is a U.S. franchised auto retailer with ~150 new-vehicle dealerships, offering the same new/used, F&I, and parts/service business lines as Spinelli but at substantially greater scale and U.S. geographic scope.
- Lithia Motors: Lithia Motors (NYSE:LAD) is the largest U.S. automotive retailer, operating hundreds of franchised rooftops with omnichannel digital retail and F&I - functionally analogous to Spinelli's model at much greater scale.
- Holman: Holman is a large North American automotive services group operating franchised dealerships alongside fleet management and integrated parts/livery services - comparable multi-brand retail and aftersales business, but materially larger and broader in scope than Spinelli.
Direct peers
- Groupe Park Avenue: Groupe Park Avenue is one of Quebec's largest multi-brand automotive dealership groups with luxury and mass-market franchises in Greater Montreal - a directly overlapping market and product line with Spinelli, including service, body shop, and online sales operations.
- Dilawri Group: Dilawri Group is a privately held Canadian multi-brand automotive dealership group operating 35+ franchised dealerships across Canada, with overlapping OEM relationships and similar service/parts/F&I economics to Spinelli.
- AutoCanada: AutoCanada is a Canadian multi-brand automotive dealership group (TSX:ACQ) operating ~80+ franchised rooftops across Canada and the U.S., offering new/used vehicle sales, service, parts, and F&I - the same integrated product mix Spinelli operates in the Greater Montreal market.
Others
- Cox Automotive: Cox Automotive is a leading provider of dealer technology, F&I, and inventory management solutions (Dealertrack, Kelley Blue Book, Manheim) - not a dealer itself but a key ecosystem supplier and competitor-related partner to dealership groups like Spinelli.
Emerging players
- Clutch: Clutch is a Canadian online-first used vehicle retailer operating a fully digital purchase and delivery model - an emerging digital-native competitor to Spinelli Direct's online used-car offering in the Quebec market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Spinelli social profiles
Digital presenceSpinelli financial estimates
Financial estimateRevenue estimate
Valuation estimate
Spinelli leadership team
Management profileNumber of profiles
Profiles1 record
Spinelli subsidiaries and ownership
Company hierarchySubsidiaries10 records
Spinelli funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Spinelli 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 Spinelli
What does Spinelli do?
Spinelli is a multi-brand automotive dealership group that sells new, certified pre-owned, and used vehicles across 10 franchised locations in the Greater Montreal area representing Volkswagen, Kia, Nissan, INFINITI, Mazda, Honda, Toyota, and Lexus. The group also provides after-sales vehicle services including mechanical maintenance, body work, tires, parts, customer financing through Fairstone, and an online vehicle purchasing channel called Spinelli Direct with home delivery.
Is Spinelli a public or private company?
Spinelli is a private company. It is classified as family owned and is currently operating.
When was Spinelli founded?
Spinelli was founded in 1920. It employs 501 to 1,000 people.
Where is Spinelli based?
Spinelli is headquartered in Lasalle, Canada, in the North America region.
How does Spinelli make money?
Three revenue lines are on record. Vehicle Sales (New and Used) is the primary driver. The others are automotive Financing and service, Parts, and Body Shop.
Who are Spinelli's main competitors?
Broad incumbents on record are AutoNation, Hendrick Automotive Group, Asbury Automotive Group, Lithia Motors and Holman. Direct peers are Groupe Park Avenue, Dilawri Group and AutoCanada. Cox Automotive is listed as an others. Clutch is listed as an emerging player.
Does Spinelli have an API?
No public API is recorded for Spinelli.