What Capital Auto Group does

Capital Auto Group is a privately held multi-brand automotive dealership group headquartered in St. John's, Newfoundland and Labrador, Canada, operating eleven physical rooftops in St. John's and Mount Pearl under eight OEM franchise agreements (BMW, MINI, Genesis, Hyundai, Subaru, Mitsubishi, Ford, Lincoln). The group retails new vehicles (811 units in active inventory across model years 2025-2027), pre-owned vehicles (281 units including 13 certified pre-owned), and operates the Capital Verified CPO program, the Capital OnTrack second-chance financing pathway, and the We'll Buy Your Car trade-in acquisition channel.

The underlying technology platform is delivered by D2C Media, a Montreal-based dealer website vendor that powers capitalautogroup.ca with build-and-price configurators, side-by-side vehicle comparison pages, payment calculators, online credit applications, real-time inventory search, and service-appointment booking integrated with Google reCAPTCHA. Marketing infrastructure combines Google AdWords, Google Analytics, Facebook advertising (including a Facebook Exclusive Rebates mechanic), SEO-optimized per-model landing pages, and a member listing on the AutoAubaine.com dealer network. The site carries no proprietary AI/ML capability.

Revenue mechanics span new and pre-owned vehicle sales (manufacturer-MSRP pricing on new units, competitive pricing on used), captive and third-party auto financing intermediation (including subprime via Capital OnTrack), recurring service, parts, and bodywork revenue (Capital Collision Centre, Capital Glass Experts), and short-term rentals via Capital Auto Rental. The customer base is exclusively individual consumers in Newfoundland and Labrador; no enterprise or fleet accounts are disclosed. The group reports no public financials, and ownership structure (founders, shareholders) is not disclosed in the source material.

Name

Capital Auto Group

Legal name

Capital Auto Group

Website

https://capitalautogroup.ca

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

Capital Auto Group is a privately held, multi-brand automotive dealership group operating eleven rooftops in St. John's and Mount Pearl, Newfoundland, retailing new and pre-owned vehicles across eight OEM franchises (BMW, MINI, Genesis, Hyundai, Subaru, Mitsubishi, Ford, Lincoln) and serving individual consumers in Newfoundland and Labrador.

Ownership category

akta.pro rank

Product category

Automotive Retail

NAICS

Automobile Dealers (4411), Used Car Dealers (44112), Used Car Dealers (441120)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Auto & Vehicle Loan Brokerage (FSAEAEAK)

Keywords

• Automotive dealership services
• New vehicle sales
• Pre-owned vehicle sales
• Auto financing services
• Vehicle service and parts

Headquarters

HQ city

St. John's

HQ country

Canada

HQ region

North America

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New vehicle sales: Sale of franchised new BMW, MINI, Hyundai, Genesis, Subaru, Mitsubishi, Ford, and Lincoln vehicles across model years 2025-2027, with manufacturer-set MSRP and dealer finance offers. Listings show 811 new vehicles in inventory on the homepage.
2. Pre-owned vehicle sales: Sale of used vehicles including certified pre-owned units and the Capital Verified inventory program; the pre-owned page lists 281 units segmented by body style (sedans, SUVs, trucks, minivans, convertibles, electrics, hybrids).
3. Vehicle financing and credit intermediation: Captive and third-party auto financing arranged through the dealership, including Credit application, Capital OnTrack second-chance credit, and manufacturer finance offers surfaced per model.
4. Service, parts, and repairs: Recurring service and parts revenue across manufacturer brands plus dedicated Capital Collision Centre for bodywork and Capital Glass Experts for auto glass; service appointments bookable online.
5. Auto rental: Capital Auto Rental operated as a separate consumer-facing rental brand linked from the dealer site.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Capital Auto Group is a multi-brand automotive dealership group that retails new vehicles from eight manufacturer brands (BMW, MINI, Hyundai, Genesis, Subaru, Mitsubishi, Ford, Lincoln) plus pre-owned inventory, certified pre-owned units, and Capital Verified vehicles across 11 rooftops in St. John's and Mount Pearl, Newfoundland and Labrador. It also provides auto financing (including Capital OnTrack second-chance credit), service and parts, collision repair through Capital Collision Centre, auto glass through Capital Glass Experts, trade-in acquisition via We'll Buy Your Car, and vehicle rental through Capital Auto Rental.

Product overview

Capital Auto Group is a multi-brand automotive dealership group serving Newfoundland and Labrador from a single platform (capitalautogroup.ca). Its offering is organized as a brand-portfolio + shared-services platform: the core product is a unified online vehicle-sales platform (new + pre-owned inventory search, build-and-price, comparison, financing application) that fronts ten dealership banners — BMW St. John's, Capital Ford, Capital Hyundai, Capital Lincoln, Capital Mitsubishi, Capital Subaru, Genesis St. John's, MINI St. John's, Capital Auto Centre, and Capital Collision Centre — together with the standalone add-on modules Capital Glass Experts, Capital Auto Rental, the Capital Verified Program (certified pre-owned), Capital OnTrack (second-chance financing), and We'll Buy Your Car (trade-in acquisition). Underneath all banners sits a shared Capital Auto Group Service & Parts operation with online appointment booking.

Differentiator

Problem solved

Functional benefit

Brands

• Capital Verified: Capital Auto Group's certified pre-owned vehicle program offering verified pre-owned inventory.
• Capital OnTrack

Products and services

• Capital Auto Group New & Pre-Owned Vehicle Sales Platform Multi-brand automotive dealership group retailing new vehicles from BMW, Hyundai, MINI, Subaru, Ford, Mitsubishi, Lincoln and Genesis, plus 281+ pre-owned vehicles, across the St. John's, Newfoundland and Labrador area. Provides online inventory search, build-and-price, financing applications, and credit pre-qualification.
• BMW St. John's Capital Auto Group's BMW franchise located at 120 Kenmount Road, St. John's, NL, A1B 3R2. Sells new BMW vehicles and provides authorized BMW service appointments.
• Capital Ford Capital Auto Group's Ford franchise located at 177 Kenmount Road, St. John's, NL, A1B 3P9. Sells new Ford vehicles and offers service.
• Capital Hyundai Capital Auto Group's Hyundai franchise located at 515 Kenmount Road, St. John's, NL. Sells new Hyundai vehicles and provides service.
• Capital Lincoln Capital Auto Group's Lincoln franchise located at 177 Kenmount Road, St. John's, NL, A1B 3P9. Sells new Lincoln vehicles and provides service.
• Capital Mitsubishi Capital Auto Group's Mitsubishi franchise located at 475 Kenmount Road, St. John's, NL, A1B 4G1. Sells new Mitsubishi vehicles and provides service.
• Capital Subaru Capital Auto Group's Subaru franchise located at 150 Kenmount Road, St. John's, NL, A1B 3R2. Sells new Subaru vehicles and provides service.
• Genesis St. John's Capital Auto Group's Genesis franchise. Sells and services Genesis vehicles in the St. John's area.
• MINI St. John's Capital Auto Group's MINI franchise. Sells new MINI vehicles and provides service in the St. John's area.
• Capital Auto Centre Capital Auto Group's pre-owned vehicle centre located at 409 Kenmount Road, St. John's, NL, A1B 3P9. Sells used inventory including Capital Verified Program certified pre-owned vehicles.
• Capital Collision Centre Capital Auto Group's collision and bodywork repair facility located at 30 Sagona Avenue, Mount Pearl, NL, A1N 4P8. Provides bodywork repairs, collision repair, and related services via online appointment booking.
• Capital Glass Experts Capital Auto Group's auto-glass service located at 439 Kenmount Road, St. John's, NL, A1B 3P9. Provides windshield and auto-glass repair and replacement services.
• Capital Auto Rental Capital Auto Group's vehicle rental service referenced from the Service & Parts menu; provides short-term and replacement rentals to dealership customers.
• Capital Verified Program Capital Auto Group's certified pre-owned vehicle program. Vehicles sold under this banner are inspected and backed by the dealership; includes Capital Verified Inventory listings separate from standard pre-owned units.
• Capital OnTrack Second-Chance Financing Capital Auto Group's second-chance / subprime auto-financing product for buyers across all credit backgrounds. Works alongside the standard credit-application request flow.
• We'll Buy Your Car Capital Auto Group's trade-in / vehicle-buying service, allowing customers to sell their existing vehicle directly to the dealership group.
• Capital Auto Group Service & Parts Service and parts operation across all dealership banners, supported by online service-appointment booking, bodywork-repair appointment booking, and after-sales service.

Quantifiable outcome

• 281 pre-owned vehicles and 811 new vehicles listed in active inventory on the homepage
• +1 more outcomes

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

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

• BMW (BMW St. John's)flagshipOEM/ Whitelabel/ Licensing PartnerManufacturer-franchised BMW retailer at 120 Kenmount Road, St. John's, NL. Operates new BMW inventory, BMW certified pre-owned, and an authorized BMW service department. Capital Auto Group describes itself as representing 'some of the industry's most respected brands' including BMW.
• Ford (Capital Ford)flagshipOEM/ Whitelabel/ Licensing PartnerManufacturer-franchised Ford retailer at 177 Kenmount Road, St. John's, NL selling new F-150, Mustang, Bronco, Explorer, Expedition, Escape, Maverick, Ranger, Super Duty and Mustang Mach-E plus Ford certified pre-owned and authorized Ford service.
• Hyundai (Capital Hyundai)flagshipOEM/ Whitelabel/ Licensing PartnerManufacturer-franchised Hyundai retailer at 515 Kenmount Road, St. John's, NL offering the full Hyundai lineup including IONIQ 5, IONIQ 6, IONIQ 9, Kona Electric, Tucson, Santa Fe, Palisade, Sonata, Elantra and NEXO plus Hyundai certified pre-owned and authorized Hyundai service.
• Subaru (Capital Subaru)flagshipOEM/ Whitelabel/ Licensing PartnerManufacturer-franchised Subaru retailer at 150 Kenmount Road, St. John's, NL selling Impreza, Legacy, Outback, Forester, Crosstrek, Ascent, WRX, BRZ and Solterra plus authorized Subaru service.
• Mitsubishi (Capital Mitsubishi)coreOEM/ Whitelabel/ Licensing PartnerManufacturer-franchised Mitsubishi retailer at 475 Kenmount Road, St. John's, NL selling RVR, Eclipse Cross, Outlander and Outlander PHEV plus authorized Mitsubishi service.
• Lincoln (Capital Lincoln)coreOEM/ Whitelabel/ Licensing PartnerManufacturer-franchised Lincoln retailer at 177 Kenmount Road, St. John's, NL selling Corsair, Nautilus, Aviator, Navigator and Navigator L plus authorized Lincoln service.
• MINI (MINI St. John's)coreOEM/ Whitelabel/ Licensing PartnerManufacturer-franchised MINI retailer co-located on Kenmount Road, St. John's, NL selling Cooper 3 Door, 5 Door, Convertible and Countryman plus authorized MINI service.
• Genesis (Genesis St. John's)coreOEM/ Whitelabel/ Licensing PartnerManufacturer-affiliated Genesis retailer in St. John's, NL with its own website (genesisstjohns.ca) and authorized Genesis service department.
• D2C MediaflagshipTechnology or IntegrationDigital website and dealer-solutions provider powering capitalautogroup.ca, including the build-and-price tool, comparison pages, lead capture forms, and privacy infrastructure. Footer credit reads '© 2000-2026 D2C Media All rights reserved. D2C Media dealer website solutions.' The D2C Media Privacy Policy is jointly referenced and D2C Media is the recipient of privacy-related correspondence.
• AutoAubaine.comminorGTM or Marketing PartnerOnline automotive marketplace network of which Capital Auto Group is a member. The site carries a 'Cars for sale on AutoAubaine.com' badge linking to the network and footer text 'Member of the AutoAubaine network.'

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Murray Auto Group: Western Canadian multi-brand dealer group based in Saskatchewan. Comparable multi-OEM franchise structure and full-service offering, but operates in a different geography than Capital Auto Group's NL footprint.
• Tricolor Auto Group: Multi-brand dealer group operating across multiple Canadian provinces with franchised new vehicle sales, used vehicles, and finance offerings. Comparable in structure though geographically disjoint from Capital Auto Group's NL base.

Broad incumbents

• AutoNation: Largest US franchised auto dealer group with hundreds of rooftops and a multi-OEM brand mix. Comparable business model and full-lifecycle service strategy, though operating at much greater scale and in the US market.
• Lithia Motors (Driveway): US-based, NYSE-listed, largest franchised dealer group by revenue with strong omnichannel and digital retail capabilities. Comparable in multi-brand franchised retail model and digital lead-capture infrastructure (notably its DCH/Driveway platform).

Direct peers

• Steele Auto Group: Atlantic Canada's largest multi-brand auto dealer group, operating dozens of franchised rooftops across Nova Scotia, New Brunswick, PEI, and Newfoundland. Capital Auto Group's closest direct peer given shared Atlantic Canadian geography, multi-brand OEM portfolio, and similar full-lifecycle service offerings.
• Drive Auto Group: Canadian multi-brand dealer group operating franchised rooftops in Ontario and Western Canada. Comparable as a private dealer roll-up with multi-OEM franchises, online credit applications, and certified pre-owned programs.
• AutoCanada Inc. TSX-listed Canadian multi-brand dealer group operating franchised dealerships and used vehicle retail (including via AutoCanada Wholesale). Directly comparable as a multi-brand franchised dealer platform with national scale and overlapping OEM brand mix.
• Pattison Auto Group: Western Canadian dealer group with a broad multi-brand OEM portfolio and integrated F&I, service, and parts operations. Comparable as a private multi-rooftop franchised dealer platform serving a single regional market.
• Dilawri Group: Privately held Canadian multi-brand dealer group with franchises across Ontario, Quebec, and Western Canada. Comparable multi-brand portfolio, in-house F&I and subprime financing programs, and similar focus on full ownership-lifecycle service revenue.

Emerging players

• CarMax: Largest US used-vehicle retailer with omnichannel sales, financing, and trade-in acquisition. Comparable in used-vehicle retail and trade-in valuation ('We'll Buy Your Car' analog), though CarMax does not franchise new vehicles and operates only in the US.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/CapitalAutoGrp
• Facebookfacebook.com/capitalautogroup

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries12 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 Capital Auto Group