Briggs Auto Group
- Company typePrivate
- Founded1979
- HeadquartersManhattan, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
Briggs Auto Group firmographics
Firmographics- Name
- Briggs Auto Group
- Legal name
- Briggs Auto Group
- Website
- https://briggsauto.com
- Company type
- Private
- Founded year
- 1979
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Where Briggs Auto Group is headquartered
LocationHeadquarters
- HQ city
- Manhattan
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Briggs Auto Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Vehicle Sales: Sales of new vehicles, used vehicles, and Briggs Certified Pre-Owned vehicles across 13 automotive brands including Toyota, Subaru, Nissan, Kia, Ford, Chevrolet, GMC, Buick, Chrysler, Dodge, Jeep, RAM, and Fiat. Also includes commercial vehicles and powersports (motorcycles).
- Finance and Insurance: Vehicle financing, credit applications, and financial products including Section 179 tax deductions for business buyers.
- Service and Parts: Vehicle maintenance, auto repair, Briggs Collision center, parts sales, and vehicle protection products.
- Trade-In Services: Value your trade program, we buy cars, and trade locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | New Vehicles - Market-based pricing |
| Transaction based/ take rate | Pay-as-you-go | Briggs Certified Pre-Owned |
| Unit Pricing | Pay-as-you-go | Used Vehicles Under $25,000 |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Briggs Auto Group product offering
Product offeringCore offering
Briggs Auto Group is a multi-brand automotive dealership group operating from a single Manhattan, Kansas location, selling new vehicles across 13 brands (Toyota, Subaru, Nissan, Kia, Ford, Chevrolet, GMC, Buick, Chrysler, Dodge, Jeep, RAM, Fiat) along with used and Briggs Certified Pre-Owned vehicles. The group also operates commercial vehicle sales, a powersports division (Briggs Bikes), EV sales and service, truck bed/accessory sales via Heartland Briggs, and an integrated service department, collision center, and finance portal.
Product overview
Briggs Auto Group is a multi-brand automotive dealership offering new and used vehicle sales across 13+ manufacturers (Toyota, Subaru, Nissan, Kia, Ford, Chevrolet, GMC, Buick, Chrysler, Dodge, Jeep, RAM, Fiat). The company operates as a single-location group dealer with integrated service, finance, and collision departments. Additional offerings include electric vehicle sales with dedicated EV specialists and charging support, certified pre-owned vehicles under the Briggs Certified Pre-Owned program, commercial vehicle sales, powersports (Briggs Bikes), and truck beds/accessories through the Heartland Briggs partnership. The group also operates Briggs Supercenter as a separate sub-brand location.
Differentiator
Problem solved
Functional benefit
Products and services
- New Vehicle Sales
Companies that use Briggs Auto Group
Customer profileSegments4 records
Ideal customer profiles4 records
Briggs Auto Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Briggs Auto Group partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and minor.
- ToyotacoreToyota franchise dealer operating SmartPath online platform for Toyota vehicle sales. Sells new Toyota models including Land Cruiser, 4Runner, Tacoma, Tundra, Camry, Corolla, Highlander, Sienna, RAV4, Prius, and others.
- SubarucoreSubaru franchise dealer. Sells new Subaru models including Outback, Forester, Crosstrek, Ascent, Impreza, WRX, and BRZ.
- NissancoreNissan franchise dealer. Sells new Nissan models including Rogue, Altima, Sentra, Kicks, Murano, Pathfinder, Frontier, Armada, and Z.
- KiacoreKia franchise dealer. Sells new Kia models including Telluride, Sorento, Sportage, Seltos, Carnival, K5, Forte, Soul, Niro, and EV models.
- FordcoreFord franchise dealer. Sells new Ford models including F-150, Bronco, Explorer, Mustang, Maverick, Super Duty trucks, and Edge.
- ChevroletcoreChevrolet franchise dealer. Sells new Chevrolet models including Silverado, Colorado, Tahoe, Suburban, Traverse, Equinox, Blazer, Trax, Trailblazer, and Malibu.
- GMCcoreGMC franchise dealer. Sells new GMC models including Sierra, Yukon, Canyon, Terrain, Acadia, and heavy-duty trucks.
- BuickcoreBuick franchise dealer. Sells new Buick models including Enclave, Envision, Encore GX, and Envista.
- ChryslercoreChrysler franchise dealer. Sells new Chrysler models including Pacifica minivan.
- DodgecoreDodge franchise dealer. Sells new Dodge models including Charger, Durango, and Hornet.
- JeepcoreJeep franchise dealer. Sells new Jeep models including Wrangler, Grand Cherokee, Cherokee, Compass, and Gladiator.
- RAMcoreRAM franchise dealer. Sells new RAM trucks including 1500, 2500, 3500, and ProMaster vans.
- FiatcoreFiat franchise dealer. Sells new Fiat models including 500 series.
- Briggs SupercentercoreRelated dealership division offering additional inventory and services under the Briggs Supercenter brand.
- Briggs BikescorePowersports division selling motorcycles, ATVs, and other powersports vehicles. Brands include Kawasaki, Yamaha, Harley-Davidson, Indian, Suzuki, Honda, Polaris, and Ducati.
- Heartland BriggsminorTruck beds and accessories division (htbeds.com) offering aftermarket truck bed solutions.
- K-State AthleticsminorMajor sponsor of Kansas State University athletics programs.
- Riley FCminorLocal soccer club sponsorship with free soccer camp partnership.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Briggs Auto Group competitors and assessment
Company assessmentDirect peers
- Lithia Motors: One of the largest US dealer groups operating hundreds of stores across many OEM brands, with growing digital and powersports adjacencies. Closely aligned multi-brand franchise retail model.
- AutoNation: Largest US automotive retailer operating multiple new- and used-vehicle franchises plus F&I, service, and parts. Directly comparable franchise-dealer business model, with vastly larger geographic footprint.
- Sonic Automotive: Multi-brand new/used vehicle retailer with EchoPark used-vehicle stores. Comparable franchise dealership model with an explicit used-car sub-brand adjacency similar to Briggs Supercenter.
- Asbury Automotive Group: US multi-brand dealership operator combining franchised dealerships with Clicklane digital retail and Total Care Auto F&I products. Highly aligned franchise retail + F&I + digital model.
- Group 1 Automotive: Public multi-brand dealership group operating new/used vehicle, F&I, service, and parts across US geographies. Same franchise dealer model with broader scale.
- Hendrick Automotive Group: Largest privately held US dealer group operating multi-brand franchised stores across the Southeast. Same single-group multi-brand franchise dealer business model as Briggs.
- Penske Automotive Group: Large multi-brand retailer with premium and volume franchises plus heavy-duty truck retail. Same core franchise dealership economics and service/parts mix.
- Berkshire Hathaway Automotive: Large private dealer group operating franchised dealerships across the US under Berkshire Hathaway ownership. Same core multi-brand franchise dealership business model.
- Holman Automotive: Privately held dealership and fleet services group with franchised retail plus fleet and parts operations. Comparable multi-brand franchised retail model with adjacent services mix.
Emerging players
- Carvana: Digital-first used-vehicle retailer with vehicle vending, home delivery, and integrated financing. Addresses the same used-vehicle buyer as Briggs's used and Briggs Certified Pre-Owned inventory but through a fully online model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Briggs Auto Group social profiles
Digital presenceBriggs Auto Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Briggs Auto Group leadership team
Management profileNumber of profiles
Briggs Auto Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Briggs Auto Group 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 Briggs Auto Group
What does Briggs Auto Group do?
Briggs Auto Group is a multi-brand automotive dealership group operating from a single Manhattan, Kansas location, selling new vehicles across 13 brands (Toyota, Subaru, Nissan, Kia, Ford, Chevrolet, GMC, Buick, Chrysler, Dodge, Jeep, RAM, Fiat) along with used and Briggs Certified Pre-Owned vehicles. The group also operates commercial vehicle sales, a powersports division (Briggs Bikes), EV sales and service, truck bed/accessory sales via Heartland Briggs, and an integrated service department, collision center, and finance portal.
Is Briggs Auto Group a public or private company?
Briggs Auto Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Briggs Auto Group founded?
Briggs Auto Group was founded in 1979. It employs 101 to 250 people.
Where is Briggs Auto Group based?
Briggs Auto Group is headquartered in Manhattan, United States, in the North America region.
How does Briggs Auto Group make money?
Four revenue lines are on record. Vehicle Sales are the primary driver. The others are finance and Insurance, service and Parts and trade-In Services.
Who are Briggs Auto Group's main competitors?
Direct peers on record are Lithia Motors, AutoNation, Sonic Automotive, Asbury Automotive Group, Group 1 Automotive, Hendrick Automotive Group, Penske Automotive Group, Berkshire Hathaway Automotive and Holman Automotive. Carvana is listed as an emerging player.
Does Briggs Auto Group have an API?
No public API is recorded for Briggs Auto Group.