Morrie’s Forest Lake

What Morrie’s Forest Lake does

Morrie's Forest Lake Chrysler Dodge Jeep Ram is a privately held, single-rooftop automotive franchise dealership located at 321 19th Street Southwest, Forest Lake, Minnesota. Founded in 2010 and employing 11–50 staff, it operates exclusively as an authorized retailer for Stellantis's Chrysler, Dodge, Jeep, and Ram (CDJR) brands, serving individual consumers and commercial customers across Forest Lake and surrounding Minnesota communities including Blaine, Maple Grove, Saint Paul, Coon Rapids, Hugo, and White Bear Lake.

The dealership's core operations span new vehicle sales (with ~248 units in advertised new inventory spanning the Compass, Cherokee, Grand Cherokee, Wrangler, Gladiator, Ram 1500, and commercial lines), used and certified pre-owned sales, in-house vehicle financing and leasing through CDJR Financial Services, factory-trained service and maintenance, a Mopar parts department, Express Lane quick service, mobile auto service, and a collision repair center. Pricing follows standard franchise mechanics — unit-based vehicle MSRP minus dealer discounts and manufacturer incentives, plus a $350 documentation fee, with fixed-price service specials (e.g., oil change $89.95, tire rotation $34.95, four-wheel alignment $179.95).

Commercially, the business operates a traditional direct-to-consumer dealership model supplemented by a digital storefront. Its website functions as a 24/7 inventory browser, trade-in valuation tool, financing application, and service scheduler. Revenue is generated through four streams: one-time vehicle sales (new and used), recurring service/maintenance, parts and accessories sales, and finance/insurance transaction economics. No AI capabilities, APIs, software platforms, patents, or external capital events are associated with the business — Morrie's Forest Lake is a conventional franchise retail and service operation rather than a technology-led company.

Name

Morrie’s Forest Lake

Legal name

Morrie's Forest Lake Chrysler Dodge Jeep Ram

Website

https://morriesforestlakechryslerdodgejeepram.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Morrie's Forest Lake is a privately held Chrysler, Dodge, Jeep, and Ram franchise dealership in Forest Lake, MN, selling new and used vehicles, offering financing, factory-trained service, Mopar parts, collision repair, and commercial fleet options to consumers and businesses across the Minneapolis metro area.

Ownership category

akta.pro rank

Headquarters

HQ city

Forest Lake

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new Chrysler, Dodge, Jeep, and Ram vehicles along with used and certified pre-owned inventory. Revenue is generated through direct vehicle transactions to consumers with various pricing based on model, trim, and optional features.
2. Service and Maintenance: Maintenance, repairs, and routine services including oil changes, tire rotations, brake service, battery replacements, transmission repairs, and suspension work performed by factory-trained technicians.
3. Parts Sales: Sale of Mopar genuine parts, accessories, and components for Chrysler, Dodge, Jeep, and Ram vehicles, available through online ordering and in-dealership purchase.
4. Finance and Insurance Products: Vehicle financing, leasing options, and related financial services through CDJR Financial Services, including trade-in valuation and online pre-qualification tools.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Morrie's Forest Lake is a Chrysler, Dodge, Jeep, and Ram (CDJR) franchise dealership that sells new, used, and certified pre-owned vehicles, offers vehicle financing and leasing, and provides factory-trained maintenance, repair, and collision services along with genuine Mopar parts. It operates a single retail location in Forest Lake, MN supported by online shopping, financing, trade-in appraisal, and service scheduling tools.

Product overview

Morrie's Forest Lake Chrysler Dodge Jeep Ram is a CDJR franchise dealership offering a comprehensive automotive retail experience. The core offering consists of new Chrysler, Dodge, Jeep, and Ram vehicle sales alongside a large selection of used and certified pre-owned vehicles. These are supported by integrated services including vehicle financing/leasing through CDJR Financial Services, a factory-trained service department, and a Mopar parts department. Additional offerings include trade-in valuation tools, commercial fleet services, collision repair, and Express Lane quick-service options. The dealership operates as a traditional automotive dealership rather than a technology platform, with no APIs, AI capabilities, or software modules.

Differentiator

Problem solved

Functional benefit

Products and services

• New CDJR Vehicle Sales Sale of new Chrysler, Dodge, Jeep, and Ram SUVs, trucks, and performance vehicles, including 248+ vehicles in current new inventory across all CDJR brands, trims, and configurations.
• Used & Pre-Owned Vehicle Sales Sale of pre-owned trucks, SUVs, cars, and crossovers for individual consumers in Forest Lake and surrounding Minnesota communities.
• Certified Pre-Owned (CPO) Program Certified pre-owned CDJR vehicles meeting manufacturer inspection standards with warranty coverage and CPO-specific specials.
• Vehicle Financing & Leasing Financing and leasing options through CDJR Financial Services for new, used, and certified pre-owned vehicles, including online pre-qualification and finance applications.
• Vehicle Service & Maintenance Factory-trained technician services including oil changes, tire rotations, brake service, battery replacements, transmission repairs, suspension work, four-wheel alignments, and seasonal maintenance.
• Mopar Parts & Accessories Genuine OEM Mopar parts, accessories, and components for Chrysler, Dodge, Jeep, and Ram vehicles available through in-dealership purchase and online ordering.
• Collision Repair Collision repair services for Chrysler, Dodge, Jeep, and Ram vehicles.
• Express Lane Service Quick-turnaround maintenance services for routine vehicle service needs.
• Commercial & Fleet Services Commercial vehicle sales, fleet purchasing, commercial financing, and volume service arrangements for businesses requiring work trucks and utility vehicles including Ram commercial inventory.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• AutoNation: Largest U.S. automotive retailer with hundreds of franchise rooftops and a national footprint. Comparable as a benchmark for omnichannel franchise dealership operations at scale, including F&I product attach, service retention, and digital retailing standards.
• CarMax: Largest U.S. retailer of used vehicles with an omnichannel model combining physical stores and online buying. Comparable as a service-and-finance-driven retail alternative that competes for the same used-vehicle and trade-in shoppers Morrie's Forest Lake targets.

Emerging players

• Carvana: Online-first used-vehicle retailer with vehicle-vending-machine delivery and home delivery. Comparable as a disruptive omnichannel competitor reshaping consumer expectations around digital car buying, scheduling, financing, and trade-in — directly pressuring traditional franchise dealership economics.

Direct peers

• Walser Automotive Group: Large Minnesota-based dealership group operating multiple franchise rooftops across the Twin Cities. Comparable as a regional full-service dealer group combining new-vehicle sales, F&I, service, and parts under a multi-brand umbrella with strong digital retailing.
• Luther Automotive Group: Minnesota-headquartered dealer group with extensive Twin Cities metro franchise coverage. Comparable as a regional full-line dealership group that competes directly for new- and used-vehicle shoppers in the same geographies Morrie's Forest Lake serves.
• Ryan Auto Group: Minnesota-based independent dealer group operating multiple franchise rooftops in the Twin Cities metro. Comparable regional independent multi-brand dealer with similar new-vehicle, service, and F&I revenue mix competing for the same suburban buyer base.
• Morrie's Auto Group: Likely parent or sibling brand running multiple CDJR and other franchise rooftops in MN/WI under the 'Morrie's Promise' identity. Directly comparable as a regional multi-store CDJR franchise dealer group with the same brand specialization and service-driven retail model.
• Borton Auto Group: Minnesota-based independent dealer group operating multiple franchise rooftops in the Twin Cities metro. Comparable regional multi-store dealership operator with overlapping service territories and similar scale economics to Morrie's Forest Lake.
• Inver Grove Dodge Chrysler Jeep Ram: CDJR franchise dealer in Inver Grove Heights, MN — same Twin Cities metro as Morrie's Forest Lake. Direct competitor for the same Stellantis CDJR customers, with overlapping suburban feeder communities and similar service-area economics.
• White Bear Lake Superstore / White Bear Lake CDJR: CDJR franchise dealer in White Bear Lake, MN, explicitly listed in Morrie's Forest Lake's service area. Direct geographic competitor for CDJR shoppers in the northern Minneapolis suburbs, competing on price, service, and trade-in values.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Morrie’s Forest Lake