Berge Auto Group
Berge Auto Group is a privately held, family-owned multi-brand automotive dealership group operating eight rooftops across Phoenix and Tucson, Arizona, retailing new Ford, Lexus, Lincoln, Mazda, Toyota, and Volkswagen vehicles, pre-owned cars across 30+ brands, service, parts, financing, and a commercial fleet division with upfitting capabilities.
- Company typePrivate
- Founded1972
- HeadquartersPhoenix, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Berge Auto Group does
Berge Auto Group is a privately held, family-owned multi-brand automotive dealership group operating eight rooftops across the Phoenix metropolitan area and Tucson, Arizona. The group retails new Ford, Lexus, Lincoln, Mazda, Toyota, and Volkswagen vehicles through wholly owned franchise subsidiaries (Bell Ford, Arrowhead Lexus, Bell Lexus North Scottsdale, Fiesta Lincoln, Berge Mazda, Berge Volkswagen, Desert Toyota), supplemented by AZ Collector Cars for vintage/collector vehicles and a Fleet Company division targeting commercial accounts. The business sells new vehicles, a multi-brand pre-owned inventory spanning 30+ makes, OEM parts, factory-certified service, and finance/insurance products through in-house and partner lenders, while the Fleet Company adds commercial upfitting via partnerships with Knapheide, Royal Truck Body, Commercial Van Interiors, Thermo King, and Carrier. Underlying technology is standard dealer management systems for inventory, CRM, and F&I rather than proprietary platforms, with a digitization layer (online finance application, payment calculator, value-your-trade, vehicle locator, digital brochures) layered on top of the physical showroom network.
The go-to-market blends direct-to-consumer retail (browse online, finance digitally, transact in-store) with enterprise field sales for fleet customers, served by a dedicated fleet director and Ford Business Preferred Network certification. Revenue is generated through one-time vehicle transactions (new and used), recurring service-and-parts gross profit, finance reserve/transaction fees, and fleet commercial sales. The group was founded by Brent C. Berge in 1972 on family roots dating to 1942, is wholly owned by Mr. Berge as CEO, and operates over 210 service bays across its Arizona footprint with no disclosed external institutional or private equity ownership.
Berge Auto Group firmographics
Firmographics- Name
- Berge Auto Group
- Legal name
- Berge Auto Group
- Website
- https://bergegroup.com
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Berge Auto Group is a privately held, family-owned multi-brand automotive dealership group operating eight rooftops across Phoenix and Tucson, Arizona, retailing new Ford, Lexus, Lincoln, Mazda, Toyota, and Volkswagen vehicles, pre-owned cars across 30+ brands, service, parts, financing, and a commercial fleet division with upfitting capabilities.
- Ownership category
- akta.pro rank
Berge Auto Group industry classification
Industry- Product category
- Automotive Retail Dealership
- NAICS
- New Car Dealers (44111), Used Car Dealers (44112), Motor Vehicle and Parts Dealers (441), Automotive Parts, Accessories, and Tire Retailers (4413)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)
- akta.pro primary industry
- Auto & Vehicle Loan Brokerage (FSAEAEAK)
- akta.pro secondary industries
- Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD), Auto & Vehicle Leasing (Personal Use) (FSAKANAA)
Keywords
Where Berge Auto Group is headquartered
LocationHeadquarters
- HQ city
- Phoenix
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Berge Auto Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- New Vehicle Sales: Sale of new Ford, Lexus, Lincoln, Mazda, Toyota, and Volkswagen vehicles through franchise dealerships.
- Used Vehicle Sales: Sale of pre-owned vehicles including certified pre-owned, one-owner, and various makes and models.
- Service and Parts: Vehicle maintenance, repair services, and sale of OEM parts and accessories. Factory-trained and certified technicians.
- Finance and Insurance Products: Automotive financing, extended warranties, and add-on services through finance department partnerships with multiple lenders.
- Fleet Vehicle Sales: Commercial vehicle sales to business fleets including service bodies, utility bodies, cargo vans, and special use vehicles.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Vehicle Purchase - Transaction-based pricing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Berge Auto Group product offering
Product offeringCore offering
Berge Auto Group is a multi-brand automotive retail group operating 8 dealerships across Arizona. It sells new Ford, Lexus, Lincoln, Mazda, Toyota, and Volkswagen vehicles, an extensive multi-brand pre-owned inventory, and provides in-house vehicle financing, factory-trained service and repair, OEM parts, and commercial fleet vehicle sales and upfitting through its dedicated Fleet Company division.
Product overview
Berge Auto Group is a multi-brand automotive dealership group operating 7 new vehicle dealerships in Arizona (Phoenix, Tucson, Gilbert, Mesa, Scottsdale, and Peoria areas), plus AZ Collector Cars for specialty vehicles and The Fleet Company for commercial fleet services. The group offers new Ford, Lexus, Lincoln, Mazda, Toyota, and Volkswagen vehicles alongside an extensive pre-owned inventory spanning over 30 brands. Each dealership operates integrated service and parts departments staffed by factory-trained technicians. The group provides comprehensive automotive retail services including vehicle sales, trade-in valuation, financing, fleet management, and parts distribution. The portfolio also includes commercial vehicle services through The Fleet Company with over 210 service bays and truck upfit capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- New Vehicle Sales
- Pre-Owned Vehicle Sales
- Commercial Fleet Sales and Services (The Fleet Company)
- Vehicle Service and Maintenance
- Vehicle Parts and Accessories
- Vehicle Financing and Insurance
- Collector and Specialty Vehicle Sales (AZ Collector Cars)
Companies that use Berge Auto Group
Customer profileSegments2 records
Ideal customer profiles2 records
Berge Auto Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Berge Auto Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ford Motor CompanycoreFranchise new car dealership for Ford brand. Bell Ford is a certified Ford Business Preferred Network dealer for fleet sales.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Berge Auto Group competitors and assessment
Company assessmentEmerging players
- Carvana: Digital-first used vehicle retailer with online financing, home delivery, and vehicle vending. Comparable to Berge's online buy experience and finance tooling, and a competitive threat for used vehicle share in Arizona.
- CarMax: Largest used vehicle retailer in the U.S. with broad multi-brand inventory, financial services, and trade-in scale. Comparable to Berge's pre-owned operations and trade-in value tool, though operating as a national specialty retailer rather than a franchise dealer.
Broad incumbents
- AutoNation: The largest franchised automotive retailer in the United States, with nationwide locations across more than 25 OEMs. Comparable as a multi-brand, multi-state franchise dealer group, though substantially larger and publicly traded; benchmark for OEM relationships and digital retail at scale.
Direct peers
- Sonic Automotive: Public multi-brand franchised dealer group with significant luxury franchise exposure (including Lexus and BMW). Direct peer to Berge in franchise mix and EchoPark used vehicle strategy.
- Penske Automotive Group: Public, large multi-brand franchised dealer group with premium brand (BMW, Mercedes, Audi, Porsche) emphasis plus commercial truck exposure. Comparable to Berge through its premium franchise weighting and commercial fleet parallels.
- Asbury Automotive Group: Public multi-brand franchised dealer group concentrated in the Sun Belt, including significant Arizona/Southwest exposure. Closest direct public peer for Berge's geographic and brand mix profile.
- Group 1 Automotive: Public multi-brand franchised dealer group with U.S. and U.K. operations. Comparable to Berge through its luxury-brand emphasis (notably Toyota/Lexus exposure) and broad OEM portfolio, though at greater scale and geographic diversity.
- Lithia Motors: Public, multi-brand franchised dealer group and one of the most aggressive consolidators in the U.S. Comparable to Berge as a multi-brand franchise retailer, with a heavy focus on regional density and acquisition-driven growth, but at materially larger scale.
Regional players
- Coulter Automotive Group: Family-owned automotive dealer group operating multiple rooftops in the Phoenix metro area, including Tempe and Scottsdale. Directly comparable to Berge as a private, multi-brand Arizona regional dealer group.
- Camelback Auto Group: Multi-brand automotive dealer group based in Phoenix, Arizona. Closest local geographic competitor to Berge Auto Group in the Phoenix metro with overlapping brand and customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Berge Auto Group social profiles
Digital presenceBerge Auto Group compliance and trust
Trust signalCompliance1 record
Berge Auto Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Berge Auto Group leadership team
Management profileNumber of profiles
Profiles2 records
Berge Auto Group subsidiaries and ownership
Company hierarchySubsidiaries9 records
Berge Auto Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Berge Auto Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Berge Auto Group
What does Berge Auto Group do?
Berge Auto Group is a multi-brand automotive retail group operating 8 dealerships across Arizona. It sells new Ford, Lexus, Lincoln, Mazda, Toyota, and Volkswagen vehicles, an extensive multi-brand pre-owned inventory, and provides in-house vehicle financing, factory-trained service and repair, OEM parts, and commercial fleet vehicle sales and upfitting through its dedicated Fleet Company division.
Is Berge Auto Group a public or private company?
Berge Auto Group is a private company. It is classified as family owned and is currently operating.
When was Berge Auto Group founded?
Berge Auto Group was founded in 1972. It employs 11 to 50 people.
Where is Berge Auto Group based?
Berge Auto Group is headquartered in Phoenix, United States, in the North America region.
How does Berge Auto Group make money?
Five revenue lines are on record. New Vehicle Sales are the primary driver. The others are used Vehicle Sales, service and Parts, finance and Insurance Products and fleet Vehicle Sales.
Who are Berge Auto Group's main competitors?
Emerging players on record are Carvana and CarMax. AutoNation is listed as a broad incumbent. Direct peers are Sonic Automotive, Penske Automotive Group, Asbury Automotive Group, Group 1 Automotive and Lithia Motors. Regional players are Coulter Automotive Group and Camelback Auto Group.
Does Berge Auto Group have an API?
No public API is recorded for Berge Auto Group.
What industry is Berge Auto Group in?
Berge Auto Group's product category is Automotive Retail Dealership. Its primary akta.pro industry code is FSAEAEAK, Auto & Vehicle Loan Brokerage, with a secondary code of FSAJALAD, Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors). Its NAICS code is 44111 and its SIC code is 5500.