What Randy Marion Automotive does

Randy Marion Automotive Group is a privately held, multi-brand automotive dealership group founded in 1990 and headquartered at 215 W. Plaza Drive, Mooresville, North Carolina. The company operates 17+ physical dealership rooftops across North Carolina (Mooresville, Huntersville, Statesville, Hickory, West Jefferson, Wilkesboro, Salisbury) and Florida (Jacksonville), carrying new-vehicle franchises for Chevrolet, Buick, GMC, Cadillac, Ford, Lincoln, Subaru, Chrysler, Dodge, Jeep, Ram, Kia, Honda, Mitsubishi, and Isuzu. In addition to new and pre-owned retail vehicle sales, the group operates certified pre-owned programs, an in-house accessory and customization center (Randy Marion Accessory Center / RMX), a quick-lube service line, a collision/body shop, and a dedicated commercial fleet division (randymarionfleet.com) that sells work trucks, cab chassis, cargo vans, and ELMS (Mullen-Bollinger) electric urban delivery vans. The group also generates revenue from extended service contracts, GAP coverage, tire-and-wheel protection, and F&I products across its rooftops.

The company sells primarily through traditional direct-to-consumer retail interactions at its physical locations, complemented by online inventory search, third-party listing platforms (Cars.com, Autotrader, Carfax), and a YouTube presence. Customer segments are bifurcated into individual retail buyers (personal-use vehicles across price tiers including under-$15k through premium Cadillac/Lincoln) and commercial/fleet buyers (work trucks, vans, pickups, and EV delivery vans). Revenue mechanics are one-time vehicle-sale transactions supplemented by recurring service, parts, and F&I attach revenue at each rooftop. Pricing is based on manufacturer MSRP with negotiation latitude for new vehicles and on market/condition for pre-owned; vehicle pricing is not publicly disclosed online.

Randy Marion is a founder-controlled, family-owned enterprise with no disclosed private equity, venture capital, or institutional ownership. The company markets itself as the 'King of Price' and has accumulated regional 'Best of The Best' dealership awards and a community footprint measured in 700+ annual donation requests. The group is in an active expansion phase, having added six dealerships in the most recent year, opened its first out-of-state location in Florida, and added Honda and Mitsubishi franchises in 2025. No revenue, unit-volume, or headcount figures are publicly disclosed; the firmographics data places employee count in the 101-250 band, though the operational footprint implies materially higher total employment across sales, service, and administrative roles at all rooftops.

Name

Randy Marion Automotive

Legal name

Randy Marion Automotive Group

Website

https://randymarion.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

101–250 employees

Short description

Randy Marion Automotive Group is a privately held, multi-brand automotive dealership operator founded in 1990, running 17+ rooftops across North Carolina and Florida selling new, pre-owned, and commercial vehicles plus service, parts, and fleet solutions.

Ownership category

akta.pro rank

Headquarters

HQ city

Mooresville

HQ country

United States

HQ region

North America

Offices11 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new vehicles from multiple automotive brands including Chevrolet, Buick, Cadillac, GMC, Subaru, Ford, Lincoln, Chrysler, Dodge, Jeep, Ram, Isuzu, and Kia. Primary revenue driver for the dealership group.
2. Pre-Owned Vehicle Sales: Sale of used and certified pre-owned vehicles, including vehicles under various price points ($15k, $20k, $25k, $30k thresholds) and fleet vehicles.
3. Vehicle Service and Parts: Service maintenance, repairs, and parts sales across all dealership locations. Includes collision/body shop services and quick lube services.
4. Extended Service Contracts and Warranties: Sale of extended service contracts, GAP coverage, tire and wheel protection, and other add-on products. Processing refunds for these products with $50 processing fee.
5. Vehicle Accessories: Sale of vehicle accessories through Randy Marion Accessory Center (RMX), offering customization and aftermarket parts for personal and commercial vehicles.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Randy Marion Automotive Group operates a network of 17+ franchised dealership locations across North Carolina and Florida, selling new, pre-owned, and certified pre-owned vehicles from brands such as Chevrolet, Buick, Cadillac, GMC, Subaru, Ford, Lincoln, Chrysler, Dodge, Jeep, Ram, Isuzu, Kia, Honda, and Mitsubishi. The group also offers vehicle service and parts, collision/body shop repair, an accessory center (RMX) for customization, quick lube services, extended service contracts, and dedicated commercial/fleet sales including ELMS electric cargo vans.

Product overview

Randy Marion Automotive Group is a multi-location automotive dealership network offering new vehicle sales, pre-owned vehicles, certified pre-owned programs, commercial/fleet vehicles, and vehicle services. The portfolio includes 20+ individual dealership locations across North Carolina (Mooresville, Huntersville, Statesville, Hickory, West Jefferson, Wilkesboro, Salisbury) and Florida (Jacksonville), representing automotive brands including Chevrolet, Buick, GMC, Cadillac, Subaru, Ford, Lincoln, Chrysler, Dodge, Jeep, Ram, Isuzu, Kia, Honda, and Mitsubishi. Additional services include an accessory center (RMX) for vehicle customization, quick lube services, body shop/collision repair, extended service contracts (GAP, Ally Premier Protection, Tire and Wheel), and commercial work trucks including electric cargo vans (ELMS - Mullen Bollinger).

Differentiator

Problem solved

Functional benefit

Brands

• Randy Marion Accessory Center (RMX): Vehicle parts and accessory center serving personal and commercial vehicle customization needs, located in Cornelius, NC.
• Randy Marion Fleet
• Randy Marion Quick Lube

Products and services

• New Vehicle Sales
• Pre-Owned and Certified Pre-Owned Vehicles
• Commercial Work Trucks and Fleet Vehicles
• Vehicle Service, Maintenance, and Parts
• Collision and Body Shop Repair
• Randy Marion Accessory Center (RMX)
• Randy Marion Quick Lube
• Extended Service Contracts and Protection Products

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Chevrolet (General Motors)coreChannel Partner/ Reseller/ DistributorRandy Marion operates multiple Chevrolet dealership franchises including Randy Marion Chevrolet in Mooresville, Randy Marion Chevrolet in Statesville, and Randy Marion Chevrolet GMC in West Jefferson. These are authorized Chevrolet franchise dealerships selling new Chevrolet vehicles.
• Buick GMC (General Motors)coreChannel Partner/ Reseller/ DistributorRandy Marion Buick GMC in Huntersville and Randy Marion Chevrolet GMC in West Jefferson operate as authorized Buick and GMC franchise dealerships.
• Cadillac (General Motors)coreChannel Partner/ Reseller/ DistributorRandy Marion Cadillac operates in Mooresville, NC and Jacksonville, FL as an authorized Cadillac franchise dealership.
• Ford Motor CompanycoreChannel Partner/ Reseller/ DistributorRandy Marion Ford operates in Statesville and West Jefferson, NC as authorized Ford franchise dealerships.
• Subaru of AmericacoreChannel Partner/ Reseller/ DistributorRandy Marion Subaru in Mooresville operates as an authorized Subaru franchise dealership.
• Stellantis (Chrysler, Dodge, Jeep, Ram)coreChannel Partner/ Reseller/ DistributorRandy Marion Chrysler Jeep Dodge Ram operates in Wilkesboro and Salisbury, NC as authorized Stellantis franchise dealerships.
• Kia Motors AmericacoreChannel Partner/ Reseller/ DistributorRandy Marion Kia in Salisbury operates as an authorized Kia franchise dealership.
• IsuzucoreChannel Partner/ Reseller/ DistributorRandy Marion Isuzu in Mooresville operates as an authorized Isuzu commercial truck dealership, specializing in work trucks and commercial vehicles.
• Lincoln (Ford Motor Company)coreChannel Partner/ Reseller/ DistributorRandy Marion Lincoln in Statesville operates as an authorized Lincoln franchise dealership.
• Honda (American Honda Motor Co.)coreChannel Partner/ Reseller/ DistributorRandy Marion Honda in Salisbury operates as an authorized Honda franchise dealership.
• Mitsubishi MotorscoreChannel Partner/ Reseller/ DistributorRandy Marion Mitsubishi in Statesville operates as an authorized Mitsubishi franchise dealership.
• Mullen Automotive / Bollinger (ELMS)minorChannel Partner/ Reseller/ DistributorRandy Marion offers ELMS (Electric Cargo Vans) through their fleet division, representing Mullen-Bollinger electric urban delivery vans for commercial customers seeking electric vehicle solutions.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• CarMax: Largest US used-vehicle retailer with omnichannel retailing model. Provides a relevant comparison point for Randy Marion's Sav-a-lot used inventory and pre-owned pricing tiers.
• AutoNation: Largest US public auto retailer with 200+ rooftops across multiple states. Provides the closest publicly traded benchmark for a multi-brand franchise dealer group at national scale.
• Group 1 Automotive: Public dealer group operating 200+ franchises across the US and UK with a multi-OEM strategy mirroring Randy Marion's diversified brand portfolio.
• Lithia Motors: Public dealer group with aggressive M&A-driven growth strategy across the US and UK — a useful benchmark for the valuation trajectory of an actively rolling-up dealer platform.
• Berkshire Hathaway Automotive: Subsidiary of Berkshire Hathaway operating one of the largest US dealer groups. Comparable as a multi-brand, multi-state franchise operator at the upper bound of scale.
• Asbury Automotive Group: Public dealer group of similar mid-cap scale with multi-OEM franchises, F&I product company (Total Care Auto), and clicklane digital platform — relevant comparable for service-attach and digital-retailing benchmarks.

Emerging players

• Vroom: Online used-car retailer offering home delivery and online financing. Relevant as a smaller-scale digital disruptor benchmarking the omnichannel shift in used-vehicle retail.
• Carvana: Pure-online used-vehicle retailer with home delivery and vending-machine fulfillment. Represents the digital-native competitive threat to traditional dealer retailing models.

Direct peers

• Hendrick Automotive Group: Largest privately held US dealer group, headquartered in Charlotte, NC. Operates a similar multi-brand, multi-state franchise model across the Southeast — directly comparable on geography, ownership type, and brand-mix strategy.
• Sonic Automotive: Charlotte, NC-based public dealer group of similar scale and Southeast US footprint, operating franchised new and used vehicle dealerships across multiple OEMs — the most directly comparable regional peer.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/randymarionauto
• Facebookfacebook.com/RandyMarionMooresville
• LinkedInlinkedin.com/company/randymarionautomotive

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries20 records

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 Randy Marion Automotive