What Birchwood Ford does

Birchwood Ford is a privately held, single-rooftop Ford automotive dealership headquartered at 1300 Regent Ave W in Winnipeg, Manitoba, operating continuously since 1973 as part of the Birchwood Automotive Group's 24-dealership network. The dealership retails the full Ford lineup - F-150 and Super Duty trucks (priced $63K-$190K), Bronco and Bronco Sport SUVs ($40K-$124K), Mustang sports cars ($48K-$178K including Shelby GT350), Ranger, Transit/E-Transit commercial vans, and the Ford EV lineup (F-150 Lightning, Mustang Mach-E, E-Transit) - alongside certified and used vehicles from all manufacturers. It holds Manitoba's exclusive Ford SVT franchise, authorizing it to sell Shelby and Raptor performance vehicles, and operates authorized custom vehicle programs with Harley-Davidson, Black Widow, Shelby American, and AG Wagon.

The business operates across five integrated revenue streams: new vehicle sales (180+ new-vehicle inventory), pre-owned sales, parts and accessories, factory-trained servicing, and Ford Credit-backed vehicle financing. A dedicated Commercial Vehicle Centre serves B2B fleet customers for orders of 1 to 1,000 vehicles including upfitting, leasing, and trade-in. Adjacent revenue comes from Birchwood Collision (wholly-owned collision repair subsidiary), specialty custom builds, and FordPass Rewards loyalty attach. Distribution is omnichannel: physical showroom, online inventory browsing with lead capture, instant trade-in valuation via Trade Pending, and field-based enterprise fleet sales.

Customer segments are diversified across individual consumers, commercial fleet operators, and automotive enthusiasts. Pricing follows per-unit vehicle sale plus financing commissions (rates 0.99%-6.99%), with service and parts on hourly/parts-markup terms. Revenue is not publicly disclosed; given headcount of 51-100 employees and the breadth of operations, the dealership is consistent with a mid-sized regional franchise operation.

Name

Birchwood Ford

Legal name

Birchwood Ford

Website

https://birchwoodford.ca

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

51–100 employees

Short description

Birchwood Ford is a Winnipeg-based Ford dealership (founded 1973) retailing the full Ford lineup, certified pre-owned vehicles, commercial fleet vehicles, parts, service, and exclusive Shelby/Harley-Davidson custom builds across consumer and fleet segments in Manitoba, Canada.

Ownership category

akta.pro rank

Product category

Automotive Retail Dealership

NAICS

Used Car Dealers (441120)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

EV Passenger Vehicle Leasing (Cars/SUVs) (TLABAAAH)

Keywords

• Ford dealership
• Vehicle sales
• Commercial fleet sales
• Vehicle servicing
• Auto parts retail

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Ford vehicles including cars, trucks, and SUVs. Primary revenue stream with diverse inventory of 180+ new vehicles across multiple models.
2. Pre-Owned Vehicle Sales: Sale of pre-owned vehicles of all makes and models. Includes certified pre-owned Ford vehicles.
3. Parts and Accessories: Sale of genuine Ford replacement parts, accessories, and tires. Parts department operates Monday-Friday 7:30am-6pm and Saturday 8am-3pm.
4. Vehicle Service and Repair: Vehicle servicing, maintenance, and repair performed by factory-trained Ford technicians. Service department with brake pads, recall checks, and general maintenance.
5. Vehicle Financing: Financing options through Ford Credit for vehicle purchases. Various financing rates and term options available.
6. Custom Vehicle Builds: Custom specialty vehicle builds incorporating Harley-Davidson, Black Widow, Shelby, and AG Wagon branded modifications. Premium pricing for bespoke vehicles.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Birchwood Ford is a Ford-branded automotive dealership that sells new and pre-owned Ford passenger vehicles, commercial trucks, and specialty custom builds (Shelby, Harley-Davidson F-Series, Black Widow, AG Wagon). It also operates a Commercial Vehicle Centre serving fleet customers, a service department with factory-trained Ford technicians, a collision centre, and a parts department stocking genuine Ford parts and accessories.

Product overview

Birchwood Ford is a Ford automobile dealership offering a comprehensive portfolio of vehicle sales and services. The core offerings include new Ford vehicles (cars, trucks, SUVs, electric vehicles), pre-owned vehicles, and a dedicated Commercial Vehicle Centre for fleet sales. Supporting services encompass vehicle servicing by factory-trained technicians, genuine Ford parts and accessories, collision repair through Birchwood Collision Centre, and vehicle financing via Ford Credit. The dealership also offers specialty custom builds including Shelby, Harley-Davidson, Black Widow, and AG Wagon branded vehicles. The company has been a Winnipeg Ford dealer since 1973 and is Manitoba's only Ford SVT franchise.

Differentiator

Problem solved

Functional benefit

Brands

• Birchwood Collision: Collision repair services for vehicles damaged by hail or accidents.

Products and services

• New Ford Vehicles
• Pre-Owned Vehicles
• Commercial Vehicle Centre
• Vehicle Service & Repair
• Genuine Ford Parts & Accessories
• Birchwood Collision Centre
• Vehicle Financing
• Shelby Custom Builds
• Harley-Davidson F-Series Trucks
• Black Widow Custom Builds
• AG Wagon Custom Builds

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Harley-DavidsoncoreStrategic or Co-development PartnerPartnership with Harley-Davidson Motor Company to offer officially branded Harley-Davidson F-150 trucks. Custom builds feature Harley-Davidson grille, hood, exhaust system, Fatboy milled wheels, active air fender vents, custom gauges with orange lighting, premium leather interior with motorcycle-grade materials, limited edition number plates, and 700+ HP supercharger with orange finish. These are not off-the-lot builds but custom-engineered vehicles.
• Shelby AmericancoreStrategic or Co-development PartnerPartnership to offer Shelby-branded Ford vehicles including Shelby F-150 trucks and Shelby GT350 Mustang (810HP with Borla exhaust). Builds feature aggressive front grille, large rear spoiler, performance wheels, and iconic blue racing stripes. Vehicles are built to Shelby specifications for high-performance engineering and iconic design.
• Black WidowminorStrategic or Co-development PartnerPartnership for Black Widow branded F-150 trucks featuring blacked-out styling, lifted suspension, and aggressive upgraded wheels. These custom builds are designed to command attention on and off road with premium suspension and wheel upgrades.
• AG WagonminorStrategic or Co-development PartnerPartnership for AG Wagon branded vehicle builds offering another custom vehicle option for customers seeking unique styling and performance modifications.
• Birchwood CollisionminorChannel Partner/ Reseller/ DistributorRelated dealership within Birchwood Automotive Group handling collision repair services. Customers with hail damage or vehicle damage are referred to Birchwood Collision for repair services and MPI claim handling.
• Manitoba Public Insurance (MPI)minorOthersManitoba Public Insurance handles vehicle registration and insurance in the province. Birchwood Ford works with MPI for vehicle transactions, and can assist with MPI claims for damaged vehicles being repaired through Birchwood Collision.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• CarMax: NYSE-listed US used vehicle retailer with omnichannel sales platform. Comparable because it directly competes with Birchwood Ford's pre-owned vehicle business and represents the scaled, branded alternative to traditional dealer used car operations.
• AutoCanada: TSX-listed Canadian automotive dealer group operating multiple new and used vehicle dealerships, including Ford franchises, across Canada. Highly comparable to Birchwood Ford in core business model (franchise sales, service, parts, financing) but with broader geographic diversification and public-company scale.
• Carvana: NYSE-listed US online used vehicle retailer with vehicle vending machines and home delivery. Comparable as a digital-first competitor to Birchwood Ford's pre-owned business and a leading indicator of how the dealership model may be disrupted by e-commerce native players.
• Dilawri Group: One of Canada's largest privately-held automotive dealer groups with multi-brand franchise operations across multiple provinces. Directly comparable as a Canadian multi-dealership group with sales, service, parts, and commercial fleet operations similar in structure to Birchwood Ford's parent.
• Lithia Motors: NYSE-listed US automotive retailer and one of the largest dealership groups in North America. Comparable as a multi-brand dealer with similar new/used sales, F&I, parts, and service revenue mix, though at significantly larger scale and with US geographic concentration rather than Canadian.
• Birchwood Automotive Group: Parent conglomerate of Birchwood Ford operating 24 dealerships in Manitoba. Provides scale, parts pooling, and cross-dealership synergies that frame Birchwood Ford's operating context and represent the broader portfolio that a buyer or investor would evaluate.
• Pfaff Automotive Partners: Canadian automotive dealer group with concentration in luxury and performance brands. Comparable because of its multi-brand dealership model and emphasis on premium/performance vehicle segments, similar to Birchwood Ford's specialty Shelby and Harley-Davidson custom build business.
• Sonic Automotive: NYSE-listed US-based automotive retailer with franchise dealerships and EchoPark used vehicle operations. Comparable as a multi-brand franchise dealer with separate new and used vehicle strategies, similar to Birchwood Ford's split between new Ford sales and pre-owned inventory.
• Go Auto: Large Canadian privately-held automotive dealer group headquartered in Alberta with dealerships across Western Canada. Comparable as a multi-brand dealer group with similar new vehicle sales, used vehicle, parts, service, and F&I revenue streams targeting the same Canadian auto retail market.

Others

• AutoTrader.ca: Canada's largest online automotive marketplace connecting buyers and sellers of new and used vehicles. Comparable as a complementary channel for Birchwood Ford's vehicle listings and a key marketing platform, but operates as a marketplace rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/BirchwoodFordWinnipeg
• Facebookfacebook.com/BirchwoodFord
• Instagraminstagram.com/birchwoodfordregent/?hl=en
• Xx.com/BirchwoodFord

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 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 Birchwood Ford