Lexus of London

What Lexus of London does

Lexus of London is a single-location authorized Lexus automobile dealership founded in 1991 and operated as part of OpenRoad Auto Group, a privately held Canadian automotive retailer headquartered in Richmond, B.C. The dealership is located at 1065 Wharncliffe Road South in London, Ontario, and serves individual luxury vehicle buyers across Southwestern Ontario, including the London area. It operates as one of the original Lexus franchises in Canada.

The business operates a multi-stream revenue model anchored by new Lexus vehicle sales (across the IS, ES, LC, LS, NX, RX, TX, UX, RZ, and GX model lines, including conventional, hybrid, plug-in hybrid, and battery-electric powertrains), supported by pre-owned vehicle sales (including non-Lexus brands such as Toyota, Ford, and Mazda), the Lexus Certified Pre-Owned sub-brand, and dealer demo vehicles. Beyond vehicle sales, the dealership generates recurring revenue through a service department (oil changes, maintenance, collision repair), a parts and accessories department (including tire sales), and in-house financing and leasing options intermediated by Financial Services Managers. Distribution is direct-to-consumer via a physical showroom combined with a digital front door — the lexusoflondon.com website supports inventory browsing, online pre-approval, a Virtual Advisor consultation service, and an online contactless shopping platform enabling remote transactions.

The go-to-market is a hybrid physical/digital model with multilingual sales staffing (English, Chinese, Arabic, Russian) supported by an in-person direct sales force of product advisors, sales managers, financial services managers, and delivery specialists. As part of OpenRoad Auto Group's network of over 25 dealerships and 2,000+ Canadian employees, Lexus of London benefits from corporate resources, shared branding, and centralized systems, while operating under a franchise agreement with Lexus (a division of Toyota Motor Corporation) that defines its core product authorization and brand-authorized service obligations.

Name

Lexus of London

Legal name

Lexus of London

Website

https://lexusoflondon.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Lexus of London is a single-location authorized Lexus dealership in London, Ontario, founded in 1991 and owned by OpenRoad Auto Group. It sells new, certified pre-owned, and used vehicles and offers financing, service, parts, and collision repair to individual luxury vehicle buyers.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Vehicle Sales: Revenue from selling new Lexus vehicles, certified pre-owned vehicles, and used vehicles from various brands. The dealership offers both in-stock vehicles and pre-orders with deposits.
2. Financing and Leasing: Financial services including vehicle financing, leasing options, and various financial products managed through Financial Services Managers.
3. Service and Parts: Revenue from vehicle maintenance, repairs, collision services, parts sales, and tire sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Lexus of London is an authorized Lexus dealership that sells new Lexus vehicles across multiple model lines including IS, ES, LC, LS, NX, RX, TX, UX, RZ, and GX with conventional, hybrid, plug-in hybrid, and electric powertrain options. The dealership also sells pre-owned vehicles, certified pre-owned Lexus vehicles, and dealer demo vehicles, alongside offering in-house and third-party vehicle financing and leasing. The dealership operates a full-service maintenance and repair department, a parts and accessories division, and provides virtual advisor consultations and online contactless shopping options to customers in London, Ontario and surrounding areas.

Product overview

Lexus of London operates as a single-location Lexus automobile dealership offering a portfolio of vehicle sales and related automotive services. The core product offering consists of new Lexus vehicles across multiple model lines (IS, ES, LC, LS, NX, RX, TX, UX, RZ, GX) with various powertrain options including conventional internal combustion, hybrid, plug-in hybrid, and fully electric vehicles. Supporting the new vehicle sales are pre-owned vehicles spanning multiple brands, the Lexus Certified Pre-Owned sub-brand program, and dealer demo vehicles. The dealership further offers complementary service departments for vehicle maintenance and repair, a parts and accessories division, in-house and third-party vehicle financing and leasing options, a Virtual Advisor consultation service, and an online contactless shopping platform enabling remote vehicle purchases.

Differentiator

Problem solved

Functional benefit

Products and services

• New Lexus Vehicles New Lexus vehicles across model lines including IS, ES, LC, LS, NX, RX, TX, UX, RZ, and GX, available with conventional, hybrid, plug-in hybrid, and electric powertrains. Targeted at individual retail buyers in Southwestern Ontario.
• Pre-Owned Vehicles Used/pre-owned vehicles from various makes and models offered alongside the Lexus franchise inventory for individual retail buyers.
• Lexus Certified Pre-Owned Vehicles Lexus-branded certified pre-owned vehicles backed by manufacturer warranty and inspection standards, offered to retail buyers seeking warranty-backed used Lexus vehicles.
• Dealer Demo Vehicles Dealer demonstrator vehicles used by Lexus of London for test drives and showroom purposes, offered for sale at discounted prices to retail customers.
• Vehicle Service and Maintenance Factory-backed maintenance, repair, and service work for Lexus vehicles performed by the dealership's service department, including routine maintenance and warranty repairs.
• Parts and Accessories Genuine Lexus parts and accessories division supplying replacement parts and accessories for Lexus vehicles, available to retail customers and the service department.
• Vehicle Financing and Leasing In-house and third-party vehicle financing and leasing solutions delivered through the dealership's Financial Services team to retail vehicle buyers.

Named customers1 record

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

Two partnerships are on record, tiered core.

• Lexus (Toyota Motor Corporation)coreChannel Partner/ Reseller/ Distributor · 1 January 1991Lexus of London is an authorized Lexus dealership franchise representing the Lexus brand (luxury division of Toyota Motor Corporation). As an authorized retailer, the dealership sells new Lexus vehicles, certified pre-owned vehicles, and provides brand-authorized service and parts. This is the core business relationship enabling the dealership's existence.
• OpenRoad Auto GroupcoreStrategic or Co-development Partner · 1 January 1991Lexus of London is owned and operated by OpenRoad Auto Group, a Canadian automotive retailer founded in 1978 with headquarters in Richmond, B.C. OpenRoad Group operates over 25 dealerships and employs over 2,000 Canadians in B.C. and Ontario, plus four locations in Washington state. OpenRoad provides corporate resources, branding, operational support, and inventory systems to the dealership.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• AutoNation: AutoNation is the largest automotive retailer in the United States, operating hundreds of franchised new- and used-vehicle stores plus financing and aftersales service. It is a broad incumbent comparable to Lexus of London in business model (franchised auto retail with finance and service), though at much greater scale and US-focused.
• Asbury Automotive Group: Asbury Automotive Group is a US-based franchised automotive retailer operating new- and used-vehicle dealerships plus Clicklane digital retail. It mirrors Lexus of London's franchised-dealership business model across sales, F&I, parts, and service, though at much larger scale.
• Lithia Motors: Lithia Motors is one of the largest US franchised automotive dealer groups, operating stores across dozens of OEM brands with a growing digital retail platform (Driveway). Comparable to Lexus of London in franchised new- and used-vehicle sales, F&I, parts, and service, but at significantly greater scale and geographic breadth.
• Mercedes-Benz Canada: Mercedes-Benz Canada is the national sales and marketing arm of Mercedes-Benz AG in Canada, supporting an authorized dealer network for new and certified pre-owned vehicles, parts, and service. It competes head-to-head with Lexus of London for luxury-vehicle buyers in Canada and offers a directly comparable luxury-franchise value proposition.
• BMW Group Canada: BMW Group Canada distributes BMW and MINI vehicles through an authorized franchised dealer network across the country, with parallel certified pre-owned, financing, and aftersales service operations. It is a broad incumbent peer competing with Lexus of London for the same Canadian luxury buyer segment.

Emerging players

• Carvana: Carvana is an online used-vehicle retailer offering home delivery and a digital purchase funnel across the U.S. and parts of Canada. It is an emerging alternative to traditional dealerships like Lexus of London for used-vehicle buyers, though it does not offer OEM-franchised new vehicles or authorized service.
• CarMax: CarMax is the largest used-vehicle retailer in the United States, with omnichannel browsing, appraisal, and delivery. It is an emerging competitor to Lexus of London's used-vehicle and certified pre-owned business, though it does not currently operate franchised new-vehicle stores or authorized OEM service centers.

Direct peers

• Pfaff Automotive Group: Pfaff Automotive is a Canadian dealership group representing premium and luxury brands (Audi, Porsche, BMW, Mercedes-Benz, Volkswagen) primarily in Ontario. It is a direct peer of Lexus of London in the Canadian luxury franchised retail segment, with overlapping customer profiles and similar service-center operations.
• AutoCanada Inc. AutoCanada is one of Canada's largest multi-brand automotive dealership groups, operating franchised new- and used-vehicle stores plus financing and parts/service operations nationwide. It is directly comparable to Lexus of London as a Canadian dealer selling new vehicles, used vehicles, and providing aftersales service, though AutoCanada operates across many brands and geographies rather than specializing in Lexus.
• Dilawri Group: Dilawri Group is a major privately held Canadian automotive dealership group representing multiple OEM brands across Ontario, British Columbia, Alberta, and Quebec. It competes with Lexus of London for franchised luxury and volume-brand sales, financing, and service revenue in the Ontario market.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/lexusoflondon
• YouTubeyoutube.com/@LexusofLondon1
• Facebookfacebook.com/lexusoflondon
• Instagraminstagram.com/lexusoflondon/?hl=en
• LinkedInlinkedin.com/company/lexus-of-london

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Lexus of London