Booran Motors

What Booran Motors does

Booran Motors (trading as Booran Motor Group) is a privately held, family-owned multi-franchise automotive dealership group headquartered in Dandenong, Victoria, Australia, founded in 1965 as a Holden dealership in Caulfield. The group operates 21+ dealership locations across metropolitan Melbourne and regional Victoria (including Dandenong, Cheltenham, Cranbourne, Berwick, South Morang, Frankston, Docklands, Ballarat, Leongatha, and Wonthaggi) and sells new, pre-owned, and demonstrator vehicles across 17+ automotive brands — Hyundai, Kia, Isuzu UTE, Nissan, Mitsubishi, GMSV, MG, Skoda, Suzuki, Ford, Toyota, BYD, Chery, Holden, Geely, GAC, and Omoda Jaecoo.

The core product offering is multi-brand vehicle retail, with revenue generated through one-time vehicle sales across price points ranging from sub-$15,000 used vehicles to $200,000 premium models. Value-added revenue streams include in-house and third-party finance services, manufacturer-trained vehicle servicing using diagnostic equipment, OEM parts and accessories (available online or via phone), and a dedicated fleet sales program targeting B2B buyers. The group employs 470+ people and holds multiple Licensed Motor Car Trader (LMCT) registrations. Underlying technology is a Dealer Studio-based website platform supporting inventory search, vehicle listing pages with specifications and pricing, online reservation/checkout, test drive booking, and trade-in valuation. The website inventory lists 3,400+ vehicles across price tiers, with a dedicated electric vehicle section covering BYD, Tesla, Hyundai IONIQ, Kia EV, and MG electric models.

The go-to-market motion is a direct-to-consumer traditional dealership model with a strong omnichannel layer: customers discover and shortlist online via the corporate website, then transact in-person at brand-specific showrooms across Victoria. Customer segments are predominantly individual retail buyers (first-time, upgrade, replacement) plus a secondary fleet/business buyer segment. Brand franchise agreements with OEMs provide top-of-funnel demand via manufacturer marketing and brand-driven acquisition. The business is privately held with no parent company, no external institutional investors, and no publicly disclosed financials.

Name

Booran Motors

Legal name

Booran Motors

Website

https://booran.com.au

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

101–250 employees

Short description

Booran Motors is a family-owned multi-franchise automotive dealership group operating 21+ locations across Victoria, Australia, selling new and pre-owned vehicles across 17+ automotive brands plus finance, service, parts, and fleet sales since 1965.

Ownership category

akta.pro rank

Headquarters

HQ city

Dandenong

HQ country

Australia

HQ region

Oceania

Offices21 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Primary revenue stream from selling new, pre-owned (used), and demonstrator vehicles across 17+ automotive brands. Sales occur through physical dealership locations and online transactions.
2. Finance Services: Booran Motors offers in-house and third-party finance solutions to help customers purchase vehicles, providing revenue through financing arrangements.
3. Parts & Accessories: Sale of genuine OEM spare car parts, tools, and car accessories. Services available online ordering and direct phone orders.
4. Vehicle Service: Vehicle servicing using trained technicians with specialized diagnostic equipment. Service departments have won numerous awards from manufacturers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Booran Motors is a multi-franchise automotive dealership group selling new, pre-owned, and demonstration vehicles across 17+ brands (Hyundai, Kia, Toyota, Ford, Nissan, Mitsubishi, MG, BYD, Chery, Skoda, Suzuki, Isuzu UTE, GMSV, Holden, Geely, GAC, GWM, OMODA JAECOO) through 21+ physical locations across Victoria, Australia. The group complements vehicle sales with in-house and third-party finance services, manufacturer-trained vehicle servicing, genuine OEM parts and accessories, and dedicated fleet sales for business customers. Customers can browse inventory, book test drives, get trade-in valuations, and reserve vehicles online through the corporate website, completing transactions in-person at any dealership.

Product overview

Booran Motors is a multi-franchise automotive dealership group operating as a unified platform with separate branded dealerships across Victoria, Australia. The core offering comprises new vehicle sales through 18+ franchises (Toyota, Ford, Hyundai, Kia, BYD, Chery, Mitsubishi, Nissan, Skoda, Isuzu UTE, Suzuki, GMSV, Holden, MG, GWM/Haval, Geely, OMODA JAECOO), complemented by an extensive pre-owned vehicle inventory and demo cars. The group layers value-added services including finance assistance, vehicle servicing, genuine parts & accessories, fleet sales, and electric vehicle options. Customers can browse by body type (SUV, Hatch, Ute, Sedan, Van, People Mover) or budget. The digital platform supports online search, trade-in valuation, and test drive booking across multiple dealership locations in Dandenong, Cheltenham, Cranbourne, Berwick, South Morang, Frankston, and Ballarat.

Differentiator

Problem solved

Functional benefit

Products and services

• New Cars Sales
• Pre-Owned Vehicles
• Demo Cars

Quantifiable outcome

• Over 470 employees serving customers across 21+ locations
• +1 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves21 records

Expansion highlights6 records

Broad incumbents

• Bapcor Limited: ASX-listed (BAP) Australian automotive aftermarket parts and accessories retailer and distributor. Comparable parts/accessories revenue stream and Australian market footprint, but focused on B2B trade and consumer parts rather than full vehicle retail.
• Eagers Automotive Limited: Australia's largest automotive retail group (ASX: APE), operating over 200 dealerships across new and used vehicles, service, and parts. Directly comparable diversified multi-brand, multi-location dealer model, but at materially larger scale and with national footprint including Queensland, NSW, and beyond.
• ARB Corporation: ASX-listed (ARB) Australian 4WD accessories manufacturer and retailer. Comparable in parts/accessories monetisation of the vehicle owner base and in Australian-listed automotive ecosystem, but focused on 4x4 accessories rather than full-vehicle retail.
• Trivett Classic (Eagers): Part of Eagers Automotive, operating multi-brand dealerships in metro Sydney across prestige and volume brands including BMW, MINI, Volvo, Honda, and Volkswagen. Comparable retailer of new and used vehicles plus service, but in NSW and operating as part of a much larger group.

Regional players

• Stillwater Motor Group: Independent multi-brand Victorian dealer group carrying Suzuki, Renault, Citroen, and others. Comparable Victorian private dealer group in operating model, though smaller in scale and brand breadth.
• Solitaire Automotive: Family-owned multi-brand dealership group in Adelaide and Darwin carrying Ford, Toyota, Hyundai, Kia, and others. Comparable family-owned multi-brand structure and franchise mix, but serving a different Australian region.
• Cricks Auto Group: Queensland-based multi-brand automotive retailer (and notably the platform that powers Booran's own dealer website). Comparable in multi-brand QLD family-owned structure, though geographically separate.
• Tony Ireland Group: Queensland-based multi-brand family-owned automotive dealership group carrying brands such as Volkswagen, Skoda, Hyundai, and Mitsubishi. Comparable privately-held regional dealership group with similar multi-brand model, but operating primarily in a different Australian state.
• Col Crawford Group: Family-owned multi-brand dealership group in southern Sydney (Miranda/Sutherland Shire) operating new and used vehicle sales plus service and parts. Directly comparable in business model and family-owned structure, but geographically anchored in NSW rather than Victoria.

Direct peers

• Peter Warren Automotive Holdings: Listed Australian multi-brand dealership group (ASX: PWR) operating across Sydney and south-west Sydney with a comparable mix of new franchises (Toyota, Ford, Hyundai, Kia, Volvo, Jaguar Land Rover, Honda) plus used and service. Closest public-market peer in geographic close-outside-Victoria positioning and family-built scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/booran-motors

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries43 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 Booran Motors