What Price Automotive does

Price Automotive Group is a privately held, multi-franchise automotive dealership group headquartered in Newark, Delaware, operating eight retail rooftops across the state under wholly owned subsidiaries including Price Honda, Price Acura, Price Toyota, Newark Toyota World, Price Premier, Diamond Motorsports, and Short's Marine. The group's core business is new vehicle sales of Honda, Toyota, and Acura franchises, complemented by a pre-owned and certified pre-owned inventory (Chevrolet, GMC, Ford, Mercedes-Benz and others), with a stated inventory of 600+ new and 400+ pre-owned vehicles across automotive, powersports, and marine categories. Adjacent revenue is generated through dedicated powersports (motorcycles, ATVs via Diamond Motorsports) and marine (boats via Short's Marine) operations.

The company makes money primarily through one-time vehicle sales across new and pre-owned categories, with transaction-based parts and service revenue from factory-trained technician teams operating extended hours and collision center capacity. A differentiating retention program, Price Forever, layers lifetime engine and powertrain coverage, a lifetime parts and service guarantee, and up to 20% back in service rewards onto qualifying vehicle purchases, effectively creating a recurring service economics overlay on top of the one-time sale. Go-to-market is a traditional dealership field-sales model: physical showrooms, test drives, financing and trade-in support, online scheduling, and shuttle service, with marketing concentrated on the priceautogroup.com website, organic search, service specials, and direct customer outreach. Customer segments are horizontal — individual consumer and retail buyers across six Delaware cities (Newark, Frederica, Lewes, Milford, Rehoboth Beach, Dover) — with no disclosed enterprise, fleet, or B2B channels.

Underlying technology is conventional dealership infrastructure (online inventory search, scheduling, financing tools, OEM-certified parts and service systems) with no proprietary technology, no API/SDK offering, no disclosed integrations, and no AI/ML capabilities. The group is privately held with no disclosed parent company, private equity sponsor, or institutional investors, and no funding rounds, M&A, regulatory actions, or leadership changes are documented in the source data beyond a single named CFO.

Name

Price Automotive

Legal name

Price Automotive Group

Website

https://priceautogroup.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Price Automotive Group is a privately held, multi-franchise dealership group operating eight Honda, Toyota, and Acura rooftops across Delaware, serving individual retail consumers with new, certified pre-owned, and used vehicles alongside parts, service, powersports, and marine divisions.

Ownership category

akta.pro rank

Headquarters

HQ city

Newark

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sales of new Honda, Toyota, and Acura vehicles along with certified pre-owned and general used vehicles across automotive, powersports, and marine categories. The group carries 600+ new and 400+ pre-owned vehicles.
2. Parts and Service: Sales of vehicle parts and service/repair maintenance. Factory-trained technicians provide maintenance and repairs. Extended service and collision center hours available.
3. Price Forever Program: Lifetime engine and powertrain coverage on qualifying vehicles, lifetime parts and service guarantee from factory-trained technicians, and up to 20% back in service rewards.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Price Automotive Group is a multi-franchise automotive dealership group operating 8 locations across Delaware, selling new Honda, Toyota, and Acura vehicles alongside pre-owned and certified pre-owned vehicles, powersports, and marine products. It also provides vehicle service, parts, repairs, and financing, differentiated by its Price Forever Program offering lifetime engine/powertrain coverage.

Product overview

Price Automotive Group is a multi-location Honda, Toyota, and Acura car dealership operating 8 locations across Delaware. The company operates as a unified dealership group offering new vehicle sales (Honda, Toyota, Acura), pre-owned vehicle sales across multiple brands, certified pre-owned (CPO) vehicles, and comprehensive vehicle service/repair operations. The group also includes powersports (Diamond Motorsports) and marine (Short's Marine) divisions. The Price Forever Program provides lifetime engine/powertrain coverage and service guarantees as a key differentiator. The company emphasizes transparent upfront pricing and operates factory-trained service departments.

Differentiator

Problem solved

Functional benefit

Brands

• Price Forever Program: Lifetime engine and powertrain coverage on qualifying vehicles with lifetime parts and service guarantee from factory-trained technicians, plus up to 20% back in service rewards.

Products and services

• New Vehicle Sales (Honda, Toyota, Acura) Sale of new Honda, Toyota, and Acura vehicles, with over 600 new vehicles available across the dealership group, for individual consumers.
• Pre-Owned Vehicle Sales Sale of pre-owned vehicles across multiple brands including Chevrolet, GMC, Ford, Mercedes-Benz, and others, with 400+ pre-owned vehicles in inventory.
• Certified Pre-Owned (CPO) Vehicles Certified pre-owned Honda, Toyota, and Acura vehicles that have passed manufacturer inspection standards.
• Vehicle Service and Repair Full-service maintenance and repair department offering oil changes, tire services, transmission service, brake system repair, engine diagnostics, warranty repairs, and more from factory-trained technicians.
• Price Forever Program Lifetime engine and powertrain coverage plus lifetime parts and service guarantee for qualifying vehicles, along with up to 20% back in service rewards.
• Powersports and Marine Motorcycles, ATVs, boats, and related powersports and marine vehicles available through Diamond Motorsports and Short's Marine locations.
• Financing Services Auto financing, leasing options, and trade-in valuation services through partnerships with trusted lenders.

Quantifiable outcome

• Lifetime engine and powertrain coverage on qualifying vehicles
• +1 more outcomes

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

Four partnerships are on record, tiered core and minor.

• HondacoreChannel Partner/ Reseller/ DistributorAuthorized Honda dealership operator offering new Honda vehicles, Honda parts, and Honda maintenance/repair services through Price Honda location in Dover, DE.
• ToyotacoreChannel Partner/ Reseller/ DistributorAuthorized Toyota dealership operator offering new Toyota vehicles, Toyota parts, and Toyota maintenance/repair services through Price Toyota (New Castle) and Newark Toyota World locations.
• AcuracoreChannel Partner/ Reseller/ DistributorAuthorized Acura dealership operator offering new Acura vehicles, Acura parts, and Acura maintenance/repair services through Price Acura location in Dover, DE.
• Short's MarineminorChannel Partner/ Reseller/ DistributorMarine dealership partnership offering boats and marine vehicles. Located in Millsboro, DE with service capabilities.

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Emerging players

• Vroom: Online used-car retailer with home delivery. Adjacent competitor in used-vehicle e-commerce; relevant peer for assessing the long-run threat of disintermediation to Price Automotive's physical-only used-car channel.
• Carvana: Online-first used-vehicle retailer with home delivery and vending-machine pickup. Represents the digital-native retail model that threatens traditional dealers like Price Automotive with a fully online purchase experience.

Broad incumbents

• CarMax: Largest U.S. used-vehicle retailer with no-haggle pricing and a hybrid physical/online model. Comparable used-vehicle retail focus and transparent-pricing value proposition, though CarMax does not sell new vehicles or operate franchise service.
• Penske Automotive Group: Diversified global automotive retailer with premium and luxury franchise focus plus commercial truck retail. Comparable franchise-dealer business model though with a more premium-skewed brand mix than Price Automotive.

Direct peers

• AutoNation: Largest U.S. franchised auto retailer operating ~300+ stores across multiple brands and geographies. Highly comparable multi-franchise, multi-location dealership model with new, used, and parts-and-service revenue streams.
• Sonic Automotive: Franchised dealer group with EchoPark used-vehicle standalone stores alongside traditional franchised dealerships. Closely comparable mix of franchise new-car, used, and parts/service revenue.
• Group 1 Automotive: Multi-franchise U.S. and U.K. automotive retailer with overlapping OEM brand mix (Toyota, Honda) and similar new/used/service revenue model. Operates a comparable physical-showroom-led GTM with online inventory browsing.
• Asbury Automotive Group: U.S. franchised dealer group with ~150+ stores focused on Sunbelt and Mid-Atlantic/Southeast regions. Directly comparable multi-brand franchise platform and service-center operating model.
• Lithia Motors: One of the largest U.S. franchised dealer groups with a roll-up acquisition strategy and stores across multiple states. Directly comparable business model of new/used vehicle retail plus service operations.

Regional players

• Hertrich Family of Dealerships: Privately held multi-franchise dealer group based in the Mid-Atlantic (DE/MD/PA) with comparable brand mix and group-store operating model. Strong regional overlap with Price Automotive's Delaware footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PriceAutoGroup
• LinkedInlinkedin.com/company/price-automotive-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries7 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 Price Automotive