Berge Auto Group

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.

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

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

• New vehicle sales
• Used car sales
• Auto dealership
• Fleet vehicle sales
• Vehicle service parts

Headquarters

HQ city

Gilbert

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Ford, Lexus, Lincoln, Mazda, Toyota, and Volkswagen vehicles through franchise dealerships.
2. Used Vehicle Sales: Sale of pre-owned vehicles including certified pre-owned, one-owner, and various makes and models.
3. Service and Parts: Vehicle maintenance, repair services, and sale of OEM parts and accessories. Factory-trained and certified technicians.
4. Finance and Insurance Products: Automotive financing, extended warranties, and add-on services through finance department partnerships with multiple lenders.
5. Fleet Vehicle Sales: Commercial vehicle sales to business fleets including service bodies, utility bodies, cargo vans, and special use vehicles.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core 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)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Ford Motor CompanycoreChannel Partner/ Reseller/ DistributorFranchise 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

Emerging 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

• Facebookfacebook.com/BergeAutoGroup
• LinkedInlinkedin.com/company/berge-auto-group

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries9 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 Berge Auto Group