Dorsch
Dorsch Ford Lincoln Kia is a third-generation, family-owned multi-brand auto dealership group in Green Bay, Wisconsin, selling new Ford, Lincoln, and Kia vehicles plus pre-owned cars, and providing financing, service, collision repair, mobile service, parts, and rentals to individual consumers and commercial/fleet buyers in northeastern Wisconsin.
- Company typePrivate
- Founded1970
- HeadquartersGreen Bay, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Dorsch does
Dorsch Ford Lincoln Kia is a third-generation, family-owned automotive dealership group headquartered at 2641 Eaton Road in Green Bay, Wisconsin, founded in 1970 and operating continuously for over five decades. The company is authorized to sell new vehicles from three OEM franchises — Ford, Lincoln, and Kia — and also retails pre-owned vehicles from multiple manufacturers, supported by an in-house finance department and an affiliated subprime finance entity (Dorsch Auto Credit). The group operates two full-service dealership rooftops in Green Bay (Dorsch East and Dorsch West) plus a standalone Collision Center, and has added a mobile service unit that performs maintenance and repairs at customer locations.
The company's core products span the full vehicle ownership lifecycle: new and pre-owned vehicle sales (including EV/hybrid inventory and a dedicated work-truck and fleet platform), consumer and commercial financing, fixed-ops service and parts, collision repair, short-term vehicle rentals, the Dorsch Peace of Mind extended warranty program, and trade-in appraisal via KBB Instant Cash Offer. The technology stack is a standard dealer website platform with inventory management, scheduling, and credit-application workflows, supplemented by Google Analytics and Google Ads remarketing for digital marketing. No proprietary AI/ML systems, patents, or differentiated technology assets are disclosed in the source data.
The business model is a traditional, sales-led automotive retail operation. Revenue is generated through one-time vehicle transactions, finance and insurance product origination (transaction-fee economics), service and repair (professional-services pricing), OEM and aftermarket parts sales (hardware), and short-term rentals (transaction-fee). Customer acquisition combines a multi-channel digital presence (website, search, email, remarketing) with a community-focused physical retail footprint in northeastern Wisconsin, targeting both individual consumers and a smaller commercial/fleet segment. The business remains privately held under family ownership with no external investors or parent company identified.
Dorsch firmographics
Firmographics- Name
- Dorsch
- Legal name
- Dorsch Ford Lincoln Kia
- Website
- https://dorschfordkia.com
- Company type
- Private
- Founded year
- 1970
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Dorsch Ford Lincoln Kia is a third-generation, family-owned multi-brand auto dealership group in Green Bay, Wisconsin, selling new Ford, Lincoln, and Kia vehicles plus pre-owned cars, and providing financing, service, collision repair, mobile service, parts, and rentals to individual consumers and commercial/fleet buyers in northeastern Wisconsin.
- Ownership category
- akta.pro rank
Where Dorsch is headquartered
LocationHeadquarters
- HQ city
- Green Bay
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Dorsch business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Vehicle Sales: Sale of new Ford, Lincoln, and Kia vehicles along with pre-owned vehicles from multiple manufacturers. Revenue generated from vehicle transactions with various financing and leasing options.
- Finance and Insurance: In-house finance department offering competitive rates, credit applications, and financing programs. Also includes vehicle protection products and extended warranties.
- Service and Repair: Full service department for regular maintenance, major repairs, collision center, and mobile service. Uses genuine OEM parts including Motorcraft and Kia parts.
- Parts Sales: Sale of OEM replacement parts and accessories for Ford, Lincoln, and Kia vehicles.
- Vehicle Rentals: Short-term vehicle rentals available for customers needing temporary transportation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Ford F-450SD DRW - $1,000 Customer Cash incentive |
| Transaction based/ take rate | Pay-as-you-go | Kia Seltos LX - 3.99% APR for 48 months |
| Transaction based/ take rate | Monthly | Kia Seltos LX - Lease from $317/month |
| One time/ perpetual license | Multi-year contract | Ford F-550SD XL DRW - $2,000 Customer Cash |
| Transaction based/ take rate | Pay-as-you-go | Kia Sportage - 0% APR for 48 months |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Dorsch product offering
Product offeringCore offering
Dorsch Ford Lincoln Kia is a third-generation, family-owned automotive dealership that sells new Ford, Lincoln, and Kia vehicles alongside certified and pre-owned vehicles from multiple manufacturers. Beyond vehicle sales, the company operates an in-house finance department, a full-service repair shop, a collision center, a mobile service unit, vehicle rentals, a trade-in appraisal service, and a specialized commercial work truck division, all from two main locations and a collision facility in Green Bay, Wisconsin.
Product overview
Dorsch Ford Lincoln Kia is a third-generation, family-owned car dealership offering a comprehensive automotive retail experience. The dealership sells new Ford, Lincoln, and Kia vehicles along with pre-owned vehicles from multiple manufacturers. Core offerings include vehicle sales (new and pre-owned), financing services, full-service auto repair and collision center, mobile service, vehicle trade-ins, rentals, and a specialized work truck division. The company operates two locations in Green Bay, Wisconsin: Dorsch East and Dorsch West.
Differentiator
Problem solved
Functional benefit
Brands
- Dorsch Peace of Mind Warranty: Extended warranty program offered by the dealership for vehicle protection.
- Dorsch Collision Center
Products and services
- New Vehicle Sales Sale of new Ford, Lincoln, and Kia vehicles including cars, trucks, SUVs, minivans, and EV/hybrid models, targeted at individual consumers and fleet buyers.
- Pre-Owned Vehicles
- Vehicle Financing
- Auto Repair and Service
- Collision Center
- Mobile Service
- Vehicle Trade-In
- Vehicle Rentals
- Dorsch Peace of Mind Warranty
- Work Trucks
- EV/Hybrid Vehicles
- Auto Credit Services
Companies that use Dorsch
Customer profileSegments2 records
Ideal customer profiles2 records
Dorsch technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Dorsch partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- Jims Golf CarsminorExternal golf car business linked from Dorsch website, indicating a local business partnership or referral relationship.
- Dorsch Auto CreditcoreAffiliated finance company (dorschautocredit.com) providing financing options for customers including those with bad credit, extending financing capabilities beyond traditional dealer lending.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Dorsch competitors and assessment
Company assessmentBroad incumbents
- Lithia Motors: Largest U.S. auto retailer operating hundreds of franchise dealerships across multiple states with significant digital retailing investment (Driveway). Benchmarks capital allocation, technology, and M&A strategy for independent dealer groups.
- CarMax: National used-vehicle retailer with omnichannel model competing directly with Dorsch's pre-owned business. Relevant benchmark for transparent pricing, reconditioning scale, and digital customer experience.
- AutoNation: One of the largest U.S. auto dealership groups with nationwide footprint, broad brand portfolio, and significant used-car and F&I operations. Comparable franchise dealership model but at vastly larger scale.
Regional players
- Holiday Automotive: Manitowoc, Wisconsin-based Ford and other-brand dealership group serving the broader northeastern Wisconsin market. Geographic neighbor with overlapping service area and similar new-vehicle franchise model.
- S & L Motors: Pulaski, Wisconsin-based multi-brand new- and used-vehicle dealer serving the greater Green Bay region. Comparable family-style dealership operating model targeting similar suburban/rural customer base.
Emerging players
- Carvana: Online-only used-car retailer with vehicle vending machines and home delivery. Represents the disruptive digital-first model that is gradually eroding traditional dealership pre-owned margins and customer expectations.
Direct peers
- Bergstrom Automotive: Wisconsin-based, family-owned dealership group operating multiple new- and used-vehicle franchises with service and collision operations across the state. Comparable multi-brand franchise strategy and Midwest regional footprint.
- Broadway Automotive: Green Bay-based multi-line auto dealership group selling new and pre-owned vehicles with service and finance operations. Direct local competitor serving the same northeastern Wisconsin market as Dorsch.
- Gandrud Auto Group: Green Bay-area multi-brand dealership group offering new vehicles, used vehicles, service, and parts. Overlapping product, customer base, and business model make it one of Dorsch's closest local competitors.
- Len Dudas Motors: Green Bay-based independent new- and pre-owned vehicle dealership offering sales, service, and financing. Direct local competitor with similar dealership business model and overlapping customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Dorsch social profiles
Digital presenceDorsch financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dorsch leadership team
Management profileNumber of profiles
Profiles2 records
Dorsch funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dorsch 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 Dorsch
What does Dorsch do?
Dorsch Ford Lincoln Kia is a third-generation, family-owned automotive dealership that sells new Ford, Lincoln, and Kia vehicles alongside certified and pre-owned vehicles from multiple manufacturers. Beyond vehicle sales, the company operates an in-house finance department, a full-service repair shop, a collision center, a mobile service unit, vehicle rentals, a trade-in appraisal service, and a specialized commercial work truck division, all from two main locations and a collision facility in Green Bay, Wisconsin.
Is Dorsch a public or private company?
Dorsch is a private company. It is classified as family owned and is currently operating.
When was Dorsch founded?
Dorsch was founded in 1970. It employs 51 to 100 people.
Where is Dorsch based?
Dorsch is headquartered in Green Bay, United States, in the North America region.
How does Dorsch make money?
Five revenue lines are on record. Vehicle Sales are the primary driver. The others are finance and Insurance, service and Repair, parts Sales and vehicle Rentals.
Who are Dorsch's main competitors?
Broad incumbents on record are Lithia Motors, CarMax and AutoNation. Regional players are Holiday Automotive and S & L Motors. Carvana is listed as an emerging player. Direct peers are Bergstrom Automotive, Broadway Automotive, Gandrud Auto Group and Len Dudas Motors.
Does Dorsch have an API?
No public API is recorded for Dorsch.