What Kuni Automotive does

Holman is a privately-owned automotive retail and fleet services group founded in 1924 and headquartered in Mount Laurel, New Jersey. It operates 63 dealership locations across nine U.S. states (California, Colorado, Florida, Missouri, New Jersey, North Carolina, Oregon, Pennsylvania, and Washington), running 40 franchises that represent 20 brands ranging from mass-market (Ford, Toyota, Honda) to ultra-luxury (Rolls-Royce, Bentley, Bugatti, Lamborghini, Ferrari, McLaren) and EV (VinFast). Its product surface spans new-vehicle sales, certified pre-owned and pre-owned vehicles, financing, parts, service and maintenance, collision repair, trade-ins, and commercial vehicles, distributed through physical showrooms complemented by online inventory browsing and service scheduling.

The group's business model is transaction-based across multiple revenue streams: gross profit on new and used vehicle sales, finance and insurance (F&I) product fees, manufacturer warranty and paid service work, parts and collision revenue, and trade-in resale margins. A dedicated Holman Insurance subsidiary and fleet leasing operation extend the model beyond consumer retail into B2B fleet, insurance, and corporate leasing services, creating cross-sell with the dealer network. Brand portfolio diversification across price tiers is a deliberate mix strategy, allowing Holman to capture cyclical demand shifts between mass-market and luxury buyers.

Holman's go-to-market is omnichannel retail anchored by physical rooftops, with digital used as a lead- and scheduling-layer rather than a transactional channel. Customer segments include individual retail buyers (mass-market through ultra-luxury), small business and commercial fleet customers, and insurance buyers through Holman Insurance. The group is led by CEO Greg Goodwin and is owned by the Holman family, marking 100 years of continuous operation in 2024.

Name

Kuni Automotive

Legal name

Holman

Website

https://kuniauto.com

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Holman is a privately-owned U.S. automotive dealer group operating 63 rooftops across 9 states with 40 franchises spanning 20 brands from Ford to Rolls-Royce, plus fleet leasing and an insurance subsidiary, serving retail consumers, luxury buyers, and commercial fleet customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Vancouver

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new, pre-owned, and certified pre-owned vehicles across 40 dealership franchises representing 20 automotive brands
2. Vehicle Service and Maintenance: Service department providing vehicle maintenance, repairs, collision centers, and parts ordering
3. Financing: Financing options for vehicle purchases through dealership financing departments
4. Vehicle Trade-ins: Purchase of customer vehicles as trade-ins toward vehicle purchases

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Kuni Automotive is a family-owned automotive dealership company that sells new, pre-owned, and certified pre-owned vehicles across multiple franchises and brands, provides vehicle financing, and offers vehicle service, maintenance, collision repair, and parts ordering through its dealership locations.

Product overview

Holman Automotive operates as an automotive dealership services company offering a unified platform of vehicle sales, financing, and service/maintenance across 63 locations in 9 states. The core offering includes new vehicle sales (20 brands), pre-owned and certified pre-owned vehicles, commercial vehicles, financing options, and comprehensive service/maintenance with collision centers and parts ordering. All products are accessible through the Holman website with inventory search capabilities by type, year, make, and model.

Differentiator

Problem solved

Functional benefit

Products and services

• New Vehicle Sales Sale of brand-new vehicles across multiple franchises representing brands such as Acura, Alfa Romeo, Aston Martin, Audi, Bentley, BMW, Cadillac, Ford, Honda, Lexus, Mercedes-Benz, Porsche, Toyota, and others. Targeted at individual retail consumers and commercial buyers.
• Pre-Owned and Certified Pre-Owned Vehicles Sale of pre-owned and certified pre-owned vehicles, including dedicated certified pre-owned programs. Targeted at retail consumers seeking value-priced vehicle options.
• Commercial Vehicles Sale of commercial trucks and vans, including work trucks, for business customers needing fleet or commercial-use vehicles.
• Vehicle Financing Financing options for vehicle purchases and leases arranged through dealership financing departments. Targeted at retail consumers and commercial buyers needing funding for vehicle acquisition.
• Vehicle Service and Maintenance Vehicle service scheduling, routine maintenance, and repairs performed at service departments across dealership locations. Targeted at owners of new and pre-owned vehicles purchased from the dealerships.
• Collision Repair Centers Dedicated collision repair services for vehicles damaged in accidents. Targeted at vehicle owners needing body and collision repair work.
• Genuine Parts Ordering Ordering of genuine manufacturer parts for vehicle repairs and maintenance. Targeted at service customers and walk-in parts buyers.
• Trade-In and Vehicle Sell Services Vehicle trade-in appraisal and direct purchase services for customers selling or trading in their vehicles toward a new purchase. Targeted at existing vehicle owners transitioning to a new vehicle.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Hendrick Automotive Group: Largest privately-owned auto dealership group in the US; operates a multi-brand, multi-state retail platform of comparable scale and structure to Holman's, making it the closest direct private peer.
• Morgan Auto Group: Large privately-owned US dealership group; competes in overlapping US geographies with a comparable multi-brand, multi-segment franchise portfolio.
• Sonic Automotive: Public US automotive retailer with a multi-brand franchise network including luxury franchises (BMW, Mercedes-Benz, Lexus); competes in overlapping markets with similar product/customer mix.
• Group 1 Automotive: Public US/UK automotive retailer with ~200 dealerships and franchise representation across luxury and mass-market brands; closely comparable footprint, mix, and operating model to Holman.
• Asbury Automotive Group: Publicly-traded automotive retailer with a multi-brand franchise portfolio across numerous US states; directly comparable in product mix (new/used/CPO, F&I, service, parts) and customer segments to Holman.
• Ken Garff Automotive Group: Large privately-owned US dealership group with multiple franchises across multiple states; a direct private peer with similar multi-brand, multi-state operating model.

Broad incumbents

• Lithia Motors: Largest US public automotive retailer by revenue, with hundreds of stores and aggressive M&A growth; a broad incumbent with overlapping franchise portfolio and acquisition strategy that directly competes with Holman for tuck-in targets.
• AutoNation: Largest US public automotive retailer with nationwide scale; broad incumbent providing overlapping new/used/CPO, F&I, and service capabilities to Holman across many of the same geographies.
• Penske Automotive Group: Large public automotive and commercial truck retailer with significant premium/luxury franchise concentration; comparable in brand mix and commercial vehicle exposure, though with a heavier commercial-truck weighting.
• Berkshire Hathaway Automotive: Privately-held (Berkshire-owned) US automotive dealership group; broad incumbent comparable in size and multi-brand model, though its parentage provides structural differences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/kuniauto
• Facebookfacebook.com/kuniautomotive
• LinkedInlinkedin.com/company/kuni-automotive

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 Kuni Automotive