Heuberger Subaru

What Heuberger Subaru does

Heuberger Subaru is an independently-owned, single-location authorized Subaru automobile dealership headquartered at 1080 Motor City Dr, Colorado Springs, Colorado. The business sells new Subaru vehicles across the full OEM lineup (Outback, Forester, Crosstrek, Impreza, WRX, BRZ, Ascent, plus Wilderness variants), used vehicles from multiple manufacturers, and Subaru factory-certified pre-owned units. It also operates a Q-Certified used program and a Trade Up Advantage trade-in initiative, alongside a short-term Rent A Subaru rental offering.

Revenue is generated across five streams: one-time new and used vehicle sales, recurring service and repair work performed by certified technicians, OEM parts and accessories sales, financing and lease origination through an in-house finance center, and recurring vehicle service plans/added security plans. The dealership's go-to-market is direct-to-consumer via a physical showroom, an OEM-integrated website (bestbuysubaru.com) with online inventory browsing and service scheduling, and an e-commerce parts portal. Customers are primarily individual consumers in the Colorado Springs metropolitan area, with secondary reach into Pueblo and Woodland Park; the dealership also participates in Subaru's Military Discount, College Grad, and Mobility Assistance programs to access targeted sub-segments.

The underlying technology is largely OEM-supplied rather than proprietary. Subaru STARLINK connected-vehicle services (safety, security, remote features) are offered across the vehicle lineup, and the retail technology stack runs on the DealerInspire platform. The dealership has no disclosed AI/ML capabilities, patents, or proprietary software assets. No parent company, institutional investor, or franchise group affiliation is documented in the available data; operations appear to be locally owned and managed.

Name

Heuberger Subaru

Legal name

Heuberger Subaru

Website

https://hmtrs.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

51–100 employees

Short description

Heuberger Subaru is a single-location authorized Subaru dealership in Colorado Springs, Colorado, selling new, used, and certified pre-owned Subaru vehicles while providing in-house service, OEM parts, financing, and a short-term rental program to individual consumers in the Colorado Springs metro area.

Ownership category

akta.pro rank

Headquarters

HQ city

Colorado Springs

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales (New and Used): Sale of new Subaru vehicles and used/pre-owned vehicles including certified pre-owned and Q-certified vehicles
2. Vehicle Service and Repairs: Maintenance and repair services including oil changes, tire services, brake repairs, battery replacements, and other auto repair services performed by certified technicians
3. Parts Sales: Sale of OEM Subaru parts and accessories for repair and vehicle upgrades
4. Financing and Lease Services: Vehicle financing and lease arrangements facilitated through the dealership finance center
5. Extended Service Plans: Vehicle service plans and added security plans offered through the finance center

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Heuberger Subaru is a single-location Subaru automobile dealership in Colorado Springs, CO that sells new Subaru vehicles (including hybrid and electric models), used and certified pre-owned vehicles, and provides automotive service, OEM parts, vehicle financing and leasing, and short-term rentals. The dealership operates as an authorized Subaru franchise retailer serving Colorado Springs and neighboring communities including Pueblo and Woodland Park.

Product overview

Heuberger Subaru is a Subaru automobile dealership in Colorado Springs, CO, offering a comprehensive automotive sales and service experience. The dealership operates as a single-location franchise dealer providing new Subaru vehicle sales, used and certified pre-owned vehicle sales, full automotive service and maintenance, genuine OEM parts and accessories, and vehicle financing and leasing. The product portfolio centers on Subaru's vehicle lineup including traditional gasoline vehicles (Outback, Forester, Crosstrek, Impreza, WRX, BRZ, Ascent), hybrid variants (Crosstrek Hybrid, Forester Hybrid), and electric vehicles (Solterra, Uncharted, Trailseeker). Additional offerings include the Subaru Certified Pre-Owned program, Trade Up Advantage trade-in program, Subaru service center with express maintenance options, OEM parts ordering, and vehicle rental services. STARLINK connected vehicle technology is offered as a feature across the vehicle lineup.

Differentiator

Problem solved

Functional benefit

Products and services

• New Subaru Vehicles Sale of new Subaru cars, SUVs, and crossovers for the 2025 and 2026 model years including Outback, Forester, Crosstrek, Impreza, WRX, BRZ, Ascent, Solterra (electric), Uncharted (electric), Trailseeker (electric), Forester Hybrid, Crosstrek Hybrid, and Wilderness variants, intended for individual buyers in the Colorado Springs region.
• Used Vehicles Sale of pre-owned vehicles from Subaru and other manufacturers across various price ranges, intended for individual consumers seeking more affordable vehicle options.
• Subaru Certified Pre-Owned Vehicles Subaru factory-certified pre-owned vehicles with extended warranty coverage and multi-point inspection, offered through the Subaru Certified Pre-Owned program for individual buyers seeking added assurance on used vehicles.
• Subaru Service Center Full-service automotive maintenance and repair including oil changes, tire services, brake repairs, battery replacements, express service, and other repairs performed by certified Subaru technicians, intended for Subaru owners in the Colorado Springs region.
• Subaru Parts and Accessories Genuine OEM Subaru parts and accessories for vehicle repair and customization, available for online ordering through the Subaru parts portal and in-store purchase at the Colorado Springs dealership.
• Subaru Finance and Leasing Vehicle financing, leasing options, and trade-in programs for purchasing new and pre-owned Subaru vehicles, facilitated through the dealership finance center for individual consumers.
• Trade Up Advantage Trade-in program allowing customers to upgrade to a new Subaru vehicle with guaranteed trade-in value, intended for current vehicle owners looking to purchase a new Subaru.
• Vehicle Service Plans and Added Security Plans Extended vehicle service plans and protection packages offered through the finance center to provide additional coverage beyond standard manufacturer warranties for Subaru owners.
• Rent A Subaru Short-term rental program for Subaru vehicles allowing customers to rent cars for personal use, intended for individuals needing temporary transportation or wanting to experience a Subaru before purchase.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Subaru of AmericacoreChannel Partner/ Reseller/ DistributorAuthorized Subaru franchise dealer representing Subaru of America. Has access to new vehicle inventory, Subaru incentive programs, certified pre-owned vehicle program, Subaru STARLINK technology, Subaru Mobility Assistance Program, and other manufacturer-supported programs and resources.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• AutoNation: Largest publicly traded US auto retailer with hundreds of franchised dealerships across multiple brands. Operates the same new vehicle, used vehicle, service, parts, and F&I business model as Heuberger Subaru, providing a broad incumbency benchmark for the franchise dealership model.
• Holman Automotive: Large privately held US automotive group with franchised dealerships, fleet services, and parts distribution. Shares the franchised new vehicle retail and service business model with Heuberger Subaru, with additional scale across fleet and parts operations.
• Group 1 Automotive: Major US and UK franchised automotive retailer with over 200 dealerships. Operates the same five-stream dealership model (new, used, service, parts, F&I) and provides a relevant comparison for franchise dealership economics and multi-brand strategy.
• Hendrick Automotive Group: Largest privately held US automotive dealership group with over 100 franchises. Operates the same new vehicle franchise, service, parts, and F&I revenue model as Heuberger Subaru, demonstrating the scale ceiling of multi-rooftop franchise dealership operations.
• Penske Automotive Group: International automotive retailer with US and UK franchised dealerships concentrated in premium and luxury brands. While it skews more premium, it shares the franchise dealership operating model — new vehicle sales, service, parts, and F&I — providing a relevant benchmark.
• Ken Garff Automotive Group: Large privately held US automotive dealership group with franchises across multiple brands. Operates the same franchise dealership model — new and used vehicle sales, service, parts, and F&I — as Heuberger Subaru, providing a relevant broad comparison for franchise dealership economics.
• Sonic Automotive: US franchised automotive retailer with new and used vehicle dealerships plus EchoPark stand-alone used car stores. Operates the same new vehicle franchise, service, and parts business as Heuberger Subaru, with a meaningful used vehicle focus.
• Asbury Automotive Group: Large US franchised auto retailer with over 150 new vehicle dealerships across multiple brands. Successor to Larry H. Miller Dealerships' footprint. Comparable business model with new/used sales, service, parts, and F&I revenue lines.
• Lithia Motors: One of the largest US franchised auto dealer groups by revenue, operating hundreds of new vehicle franchises plus Driveway (digital retail). Shares the same new/used sales, F&I, service, and parts revenue structure as Heuberger Subaru, albeit at vastly greater scale.

Regional players

• Phil Long Dealerships: Colorado-based multi-brand new car dealership group headquartered in Colorado Springs (the same primary market as Heuberger Subaru). Operates multiple new and used vehicle franchises in the region, providing a direct regional comparison for customer overlap, brand mix, and market dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/heubergermotors
• Facebookfacebook.com/Heubergermotors
• LinkedInlinkedin.com/company/heuberger-subaru

Revenue estimate

Valuation estimate

Number of profiles

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 Heuberger Subaru