Frizelle Sunshine Automotive

What Frizelle Sunshine Automotive does

Frizelle Sunshine Automotive is a multi-brand automotive retail group operating across South East Queensland and Northern New South Wales, established in 1985 and headquartered at 62 High Street, Southport, Queensland. The group operates as the northern arm of Peter Warren Automotive Holdings and represents more than 23 vehicle brands across nine physical dealership and service locations spanning Southport (HQ and centralised used-vehicle hub), Arundel, Springwood, Robina, Tweed Heads South, Ballina and Lismore. The franchise portfolio covers mass-market OEMs (Ford, Hyundai, Volkswagen, Toyota, Mazda, Kia, Honda, Isuzu UTE, RAM, Jeep, Renault, Skoda, Volvo), premium brands (Mercedes-Benz, BMW, Audi, Lexus, Jaguar, Land Rover) and ultra-prestige/exotic manufacturers (Ferrari, McLaren, Aston Martin, Porsche), with an added book of new-energy entrants (Zeekr, Leapmotor, Geely, Omoda, Jaecoo) serviced through a dedicated EV Hub.

The company's operating stack combines showroom-based sales, a 1,000+ unit centralised pre-owned inventory, manufacturer-approved servicing and parts, an in-house tyre centre and collision repair capability, plus consumer and commercial finance intermediation through Taurus Motor Finance and a bankstatements.com.au pre-approval integration. A new end-to-end online purchase workflow (reserve, finance pre-approval, secure online payment, free home delivery) extends the physical retail footprint into direct digital sales. Marketing and customer reach rely on standard digital channels (Google Analytics, Google Ads, Facebook) and brand experience events, including hosting regional launches for halo vehicles such as McLaren Artura, Ferrari 296 GTB and Ferrari F8 Tributo.

The business monetises primarily through transactional gross profit on new and used vehicle sales, fixed and variable finance commission income on F&I originations, manufacturer-approved service and parts margins, and ancillary services (tyres, collision repair, accessories). Customer acquisition is predominantly retail individual consumers with a commercial vehicle segment (notably Volkswagen Commercial at Tweed Heads and Robina), supported by reputational moats including 10,000+ Google reviews at a 4.2-star rating, a 2021 Large Employer of the Year award (Queensland Training Awards) and a Gold Coast Titans NRL partnership. Leadership is anchored by the founding Frizelle family with Brett Frizelle as CEO.

Name

Frizelle Sunshine Automotive

Legal name

Frizelle Sunshine Automotive

Website

https://frizellesunshine.com.au

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Frizelle Sunshine Automotive is a multi-brand automotive retail group operating 9+ dealerships and service centres across South East Queensland and Northern NSW, representing 23+ vehicle brands from mass-market to ultra-prestige (Ferrari, McLaren, Aston Martin), serving retail and commercial customers via physical showrooms, finance intermediation and a new online purchase workflow with home delivery.

Ownership category

akta.pro rank

Product category

Automotive Retail Dealership

NAICS

Automobile Dealers (4411), Used Car Dealers (44112), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Automotive Parts & Accessories Omnichannel (CRAFAEAL)

Keywords

• New car dealership
• Used vehicle sales
• Vehicle finance services
• Auto repair maintenance
• Commercial fleet vehicles

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Vehicle Sales: Sale of new, demo, and used vehicles across 23+ automotive brands. Includes both retail consumer sales and fleet/business sales.
2. Finance Services: Vehicle financing through Taurus Motor Finance with options for pre-approval, fixed and variable rates, and balloon payments.
3. Service and Maintenance: Vehicle servicing, repairs, and maintenance using manufacturer approved parts across all represented brands.
4. Parts and Accessories: Sale of genuine OEM spare parts, tools, and car accessories.
5. Vehicle Trade-In: Purchase of pre-loved vehicles from customers with free online valuation.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Frizelle Sunshine Automotive is a multi-brand automotive dealership group selling new, demo, pre-owned, and electric vehicles across 23+ brands at 9+ physical locations in South East Queensland and Northern NSW. The company provides integrated vehicle finance through Taurus Motor Finance, manufacturer-approved servicing and repairs, genuine OEM parts and accessories, online vehicle purchasing with home delivery, free trade-in valuations, and commercial/fleet vehicle sales.

Product overview

Frizelle Sunshine Automotive is a multi-brand car dealership operating as part of Peter Warren Automotive Holdings, established in 1985. The company offers a comprehensive automotive retail platform consisting of new vehicle sales across 23+ brands (ranging from mass-market like Ford and Hyundai to luxury like Ferrari and McLaren), pre-owned vehicle sales with 1000+ used cars, electric and hybrid vehicle sales with dedicated EV Hub, complete online purchasing capability with home delivery, vehicle finance through Taurus Motor Finance, service and maintenance, genuine parts and accessories, and trade-in/valuation services. The product portfolio spans passenger vehicles, SUVs, utes, trucks, and commercial vehicles across 9 physical dealership locations plus online sales channels.

Differentiator

Problem solved

Functional benefit

Products and services

• New Vehicle Sales
• Pre-Owned / Used Vehicle Sales
• Electric Vehicle (EV) Sales
• Online Vehicle Purchase
• Vehicle Finance
• Vehicle Service and Maintenance
• Genuine Parts and Accessories
• Vehicle Trade-In / We Buy Cars
• Commercial and Fleet Vehicles

Quantifiable outcome

• 10311 Google reviews with 4.2 star rating
• +1 more outcomes

Named customers4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Four partnerships are on record, tiered core, flagship and minor.

• Peter Warren Automotive HoldingscoreStrategic or Co-development Partner · 1 January 1985Frizelle Sunshine Automotive is the northern arm of Peter Warren Automotive Holdings, part of the fastest-growing automotive group in Australia. The relationship provides group purchasing power and operational synergies while maintaining the company's family heritage.
• Gold Coast TitansflagshipGTM or Marketing PartnerFounding sponsor of the Gold Coast Titans NRL team. The Frizelle family are club co-owners. This represents a major community investment and brand visibility partnership for the automotive group.
• Magic Millions CarnivalminorGTM or Marketing PartnerOfficial Vehicle Partner of the Magic Millions Carnival (2020 and ongoing). Provides vehicle displays and presence at the iconic Gold Coast event.
• Lymphoma AustraliaminorGTM or Marketing PartnerPartnership for charity morning tea fundraiser events at South Brisbane Jaguar Land Rover dealership supporting Lymphoma Awareness month.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Others

• Bapcor Limited:
• Carsales.com Limited: ASX-listed dominant online automotive marketplace in Australia, controlling much of the digital vehicle search funnel. Adjacent ecosystem participant rather than a direct competitor; a key channel partner and potential disintermediation threat to traditional dealer discovery.

Direct peers

• Eagers Automotive Limited: Australia and New Zealand's largest automotive retail group, operating hundreds of new and used vehicle dealerships across all major brands. Directly comparable multi-brand dealer business model with similar revenue mix of new vehicles, used vehicles, service, parts, and finance.
• Suttons Motor Group (AP Eagers): Multi-brand new and used vehicle dealer group in NSW, now part of AP Eagers. Comparable scale and brand mix in an adjacent Australian metro market, with similar service and parts operations.
• Peter Warren Automotive Holdings: ASX-listed parent of Frizelle Sunshine Automotive; operates an overlapping multi-brand dealership network across NSW with shared group purchasing, marketing, and back-office functions. Closest corporate peer given the parent-subsidiary relationship and identical operating model.

Regional players

• AutoCanada Inc. Multi-brand automotive dealer group operating primarily in Canada and the US. Comparable in multi-brand franchise model, parts/service operations, and group consolidation strategy, though serving a different geography.

Broad incumbents

• Inchcape plc (Trivett): Global automotive distributor with multi-brand retail operations in Australia (Trivett) and other markets. Operates larger, broader geographic footprint with both distribution and retail functions, providing a benchmark for premium/luxury brand retail.
• Lithia Motors, Inc. One of the largest automotive retailer groups in North America, operating a multi-brand franchise and digital retail (Driveway) model. Comparable in scale and digital/physical integration strategy, providing international benchmark for group-level dealer consolidation.
• Asbury Automotive Group, Inc. US multi-brand automotive retailer with new and used vehicle sales, service, and F&I operations across multiple states. Comparable in revenue mix and brand portfolio strategy; relevant benchmark for used car growth and digital retail penetration.
• CarMax, Inc. Largest used vehicle retailer in the US with a national footprint and omnichannel model. Comparable in the used vehicle segment at scale, with adjacent service and finance operations - useful international benchmark for used car unit economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/frizellesunshine
• LinkedInlinkedin.com/company/frizelle-sunshine-automotive
• Instagraminstagram.com/frizellesunshine
• Xx.com/fsautogroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries52 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 Frizelle Sunshine Automotive