Magic Enterprises

What Magic Enterprises does

Magic Enterprises is a Western Australian family-owned multi-brand automotive dealership group founded in 1980 by the Bennett and Wendt families and currently led by Managing Director Richard Bennett. The company operates 13+ physical dealership locations across four regional hubs — Dianella (headquarters), Rockingham, Geraldton, and Bunbury — retailing new vehicles across eight manufacturer brands (Nissan, Ford, Honda, Hyundai, Subaru, Mahindra, Suzuki, INEOS) and an extended catalogue that includes LDV, Kia, and BYD. Its operating footprint covers both metropolitan Perth (Dianella, Rockingham) and regional Western Australia (Geraldton in the Mid West, Bunbury in the South West), trading under the consumer-facing 'Magic Deals' brand.

The business generates revenue across four streams: vehicle sales (new, used, and demo units), vehicle servicing and repairs, parts and accessories, and financing services facilitated through a dedicated finance department that arranges finance via partner financial institutions. Its core technology layer is the Dealer Studio website platform, which provides online inventory search, service booking, trade-in valuation requests, finance applications, and test drive booking to support a predominantly direct-to-consumer go-to-market motion. Used vehicles are listed between $8,990 and $121,990, with drive-away pricing on selected new vehicles (for example, Suzuki Swift Hybrid from $25,490 and Mahindra XUV700 from $32,990).

The customer base is composed primarily of individual retail buyers across metropolitan Perth and regional Western Australia, supplemented by light commercial and trade-in transactions. Marketing is conducted through the corporate website at magicdeals.com.au, community sponsorships (Variety WA, Volleyball WA, Rockingham Kwinana Chamber of Commerce, Swan Holi Festival, and others), and a promotional partnership with NOVA 93.7 radio. Brand-specific subsidiaries include Perth Mahindra, Rockingham Mahindra, Rockingham Nissan, Midwest Mahindra, Midwest Nissan, Midwest Hyundai, Midwest Subaru, Midwest Suzuki, Midwest Honda, Midwest 4x4, Bunbury Mahindra, Geraldton Ford, BYD Geraldton, and Magic LDV.

Name

Magic Enterprises

Legal name

Magic Enterprises

Website

https://magicdeals.com.au

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Family-owned since 1980, Magic Enterprises operates 13+ multi-brand car dealerships across Western Australia. It retails new and used vehicles from brands including Nissan, Ford, Mahindra, Hyundai, Subaru, Suzuki, LDV, BYD, and INEOS, supplemented by in-house service, parts, and financing operations.

Ownership category

akta.pro rank

Headquarters

HQ city

Rockingham

HQ country

Australia

HQ region

Oceania

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Vehicle Sales: Revenue generated from selling new and used vehicles across multiple brands including Ford, Nissan, Honda, Hyundai, Subaru, Mahindra, Suzuki, INEOS, LDV, Kia, and others. Sales occur through physical dealership locations and website-based transactions.
2. Vehicle Servicing and Repairs: Service department providing maintenance and repair services for vehicles sold through their dealerships and potentially other vehicles.
3. Parts and Accessories: Sale of vehicle parts and accessories through their dealership service centers.
4. Financing Services: Finance department assists customers with vehicle financing options, providing revenue through arrangement fees or partnerships with financial institutions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Magic Enterprises is a Western Australian multi-brand automotive dealership group that sells new franchise vehicles (Ford, Nissan, Honda, Hyundai, Subaru, Mahindra, Suzuki, INEOS, LDV, BYD, Kia) and used vehicles, alongside manufacturer-aligned servicing, parts and accessories, vehicle trade-in valuations, and finance broking. Offerings are delivered through more than 13 branded dealership locations across Dianella, Rockingham, Geraldton, and Bunbury, supplemented by an online inventory and service-booking portal.

Product overview

Magic Enterprises is a Western Australian family-owned multi-brand car dealership group offering a diverse portfolio of vehicle brands including Nissan, Ford, Honda, Hyundai, Subaru, Mahindra, Suzuki, and INEOS. The company operates new car showrooms alongside used car inventories, providing complementary services including vehicle servicing, finance solutions, trade-in valuations, and parts & accessories. The dealership network spans multiple Western Australian locations including Dianella (Perth), Rockingham, and Geraldton, with separate branded outlets for each manufacturer.

Differentiator

Problem solved

Functional benefit

Products and services

• Vehicle Servicing Vehicle maintenance and repair services offered at Magic Enterprises dealerships, including online booking of service appointments for vehicles purchased through the dealerships.
• Vehicle Finance Finance broking and assistance with vehicle financing options for retail customers purchasing vehicles through Magic Enterprises dealerships.
• Trade-In Valuation Vehicle trade-in valuation service allowing customers to schedule a valuation of their existing car as part of purchasing a new or used vehicle from Magic Enterprises.
• Parts & Accessories Supply of vehicle parts and accessories through Magic Enterprises dealerships' parts departments.
• New Vehicle Sales Sale of new vehicles across franchise brands including Ford, Nissan, Honda, Hyundai, Subaru, Mahindra, Suzuki, INEOS, LDV, BYD, and Kia via branded Magic Enterprises dealerships across Western Australia.
• Used Vehicle Sales Sale of used and demo vehicles spanning multiple brands with pricing from approximately $8,990 to $121,990, searchable through the Magic Deals website and available at dealership locations.

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor and core.

• NOVA 93.7minorGTM or Marketing PartnerMagic Enterprises partnered with NOVA 93.7 radio station for promotional campaigns. One campaign included a 'Pile of Pressies' promotion featuring a brand-new Mahindra XUV3XO as a prize.
• Perth Mahindra / Rockingham MahindracoreChannel Partner/ Reseller/ DistributorMagic Enterprises operates as Mahindra dealership group, representing the Mahindra brand across Western Australia through Perth Mahindra, Rockingham Mahindra, Midwest Mahindra, and Bunbury Mahindra locations.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tony White Group: Australian family-owned multi-brand automotive retail group with new and used vehicle dealerships across multiple states. Comparable privately held dealer group analog with similar multi-brand franchise strategy and service-centred model.
• Eagers Automotive: Australia's largest automotive retail group operating multi-brand new and used vehicle dealerships plus service, parts, and finance across the country. Most directly comparable peer given multi-brand franchising and full-service dealer economics; Magic is a sub-scale WA-focused analogue.
• Autosports Group Limited: ASX-listed multi-brand luxury and volume automotive retailer in Australia. Comparable through multi-franchise dealership model, complementary service operations, and exposure to consumer vehicle finance; differs in scale and brand mix.
• John Hughes Group: Large Western Australian multi-brand car dealer group with a long operating history. Direct head-to-head competitor in the Perth metro and broader WA market across many of the same brands Magic represents, with overlapping service and finance offerings.

Broad incumbents

• Trivett (Inchcape Australasia): Australian division of Inchcape plc operating multi-brand premium and volume dealerships. Competes with Magic for retail consumers and OEM franchise relationships but operates at national scale with global corporate backing.

Others

• Bapcor Limited: Australia's largest automotive aftermarket parts and accessories retailer and distributor. Overlaps with Magic's parts & accessories and service operations as both a competitor for parts-driven service revenue and a potential supplier/distribution partner.
• Carsales.com: Australia's dominant online automotive marketplace connecting buyers and sellers of new, used, and demo vehicles. Adjacent ecosystem participant that drives Magic's inventory lead generation and competes for consumer attention in the digital purchase funnel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/magic-enterprises-automotive-

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries14 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 Magic Enterprises