Kayser Ford Lincoln

What Kayser Ford Lincoln does

Kayser Ford Lincoln is a private, single-rooftop franchised automotive dealership headquartered in Madison, Wisconsin, operating as a full-line Ford and Lincoln retailer. Founded in 1925, the dealership serves individual consumers, commercial fleet operators, and government/municipal buyers across Madison and adjacent communities (Verona, Stoughton, Oregon). Its operations span new vehicle sales (cars, trucks, SUVs, and commercial vans), pre-owned vehicle sales, finance and insurance products, manufacturer-backed and third-party financing, and a full-service maintenance, parts, and body-shop operation. (Note: firmographics list the city as Wisconsin Rapids while all other sources place the dealership in Madison, WI — a minor data inconsistency in the input.)

The dealership's core technology footprint is essentially the Ford product catalog and its connected-vehicle stack — gas, hybrid (Maverick), and electric (Mustang Mach-E, E-Transit) powertrains, SYNC 4 infotainment, FordPass Connect 5G Wi-Fi telematics, and Ford Co-Pilot360 driver-assist — overlaid with proprietary customer-facing software: the Kayser Direct online purchase platform, the Kayser Promise customer-satisfaction program (3-day money-back guarantee, non-commissioned sales staff), and an integration with the Ford Rewards loyalty program. Distribution combines a physical showroom with QuickLane no-appointment service, service pickup and delivery, Ford Mobile Service that performs maintenance at the customer's location, complimentary Lyft Concierge rides, and an online channel that delivers vehicles to buyers' homes.

Revenue is generated across five streams: new-vehicle gross (spread between MSRP and dealer invoice net of manufacturer incentives and dealer discounts), used-vehicle gross (acquired via trade-in or auction, reconditioned and resold with a 2-year pre-owned warranty), finance and insurance income (markup on Ford Motor Credit loans and F&I products such as extended service contracts and GAP insurance), service and parts income (labor rates plus parts markup using Ford and Motorcraft parts), and stand-alone vehicle purchase from consumers with same-day payment. Customer acquisition relies on the owned website, Google Business Profile, Cars.com marketplace listings, and Ford.com SEO routing. Customer-facing scale signals include 4.6 stars on Google across 1,300+ reviews and 4.9 stars on Cars.com across nearly 1,000 reviews, and a stated new-vehicle inventory count of 343 units.

Name

Kayser Ford Lincoln

Legal name

Kayser Ford Lincoln

Website

https://kayserford.net

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

101–250 employees

Short description

Kayser Ford Lincoln is a private Ford and Lincoln franchised dealership in Madison, Wisconsin, selling new and used vehicles, providing service and parts, offering financing, and operating the Kayser Direct online purchase platform for individual, commercial, and government customers across southern Wisconsin.

Ownership category

akta.pro rank

Headquarters

HQ city

Wisconsin Rapids

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. New Vehicle Sales: Sale of new Ford vehicles including cars, trucks, SUVs, and commercial vans. Revenue generated from the difference between MSRP and dealer invoice pricing, with occasional manufacturer incentives and dealer discounts.
2. Used Vehicle Sales: Purchase and resale of pre-owned vehicles. Dealers acquire trade-ins and auction vehicles, recondition them, and sell at marked-up prices with a 2-year pre-owned warranty included.
3. Finance and Insurance Products: Financing arrangements through Ford Motor Credit and other lenders, along with extended service contracts, GAP insurance, and other F&I products sold at point of sale.
4. Service and Parts: Vehicle maintenance and repair services using Ford and Motorcraft parts. Includes oil changes, tire services, brake service, battery replacement, and multi-point inspections. Generates revenue from labor rates and parts markup.
5. Vehicle Trade-In Purchase: Direct purchase of vehicles from consumers regardless of whether they purchase a vehicle from the dealership. Provides fair market value offers based on condition, features, options, vehicle history, and test drive assessment.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Kayser Ford Lincoln is a franchised Ford and Lincoln automobile dealership in Madison, Wisconsin that sells new and pre-owned vehicles, provides vehicle financing, and operates a full-service maintenance and parts department. Customers can transact entirely through the physical showroom or the proprietary Kayser Direct online purchase platform, with home delivery and complimentary service pickup-and-delivery available.

Product overview

Kayser Ford Lincoln operates as a Ford and Lincoln franchised automobile dealership offering new and pre-owned vehicle sales, comprehensive automotive service, financing solutions, and online purchasing capabilities. The core product portfolio centers on selling Ford vehicles (cars, trucks, SUVs, vans) through both traditional showroom and Kayser Direct online channels. Supporting services include vehicle maintenance/repair, trade-in valuation, financing, and the Kayser Promise customer satisfaction program with money-back guarantees. Additional offerings include Ford Pickup & Delivery service, Ford Mobile Service, and the Ford Rewards loyalty program.

Differentiator

Problem solved

Functional benefit

Products and services

• New Ford and Lincoln Vehicle Sales Sale of new Ford and Lincoln cars, trucks, SUVs, and commercial vans, including models such as F-150, Bronco, Explorer, Mustang, Maverick, Mustang Mach-E, Expedition, Super Duty trucks, E-Transit, and Lincoln lineup for individual, commercial, and government buyers.
• Kayser Direct Online Vehicle Purchase Proprietary online platform that enables customers to browse, configure, price, value trade-ins, secure financing, and complete the purchase of a vehicle entirely online with home delivery.
• Vehicle Service and Maintenance Full-service automotive maintenance and repair including oil changes, tire service, brake service, battery replacement, multi-point inspections, and Ford-certified diagnostics using Ford and Motorcraft parts.
• Vehicle Trade-In and Direct Purchase Service Service that buys consumer vehicles outright, regardless of whether a new vehicle is purchased from Kayser, with fair market value offers and same-day payment.
• Vehicle Financing Services Automotive financing and leasing arrangements through Ford Motor Credit and other lenders, including online pre-qualification tools and F&I products such as extended service contracts and GAP insurance.
• Kayser Promise Customer Satisfaction Program Customer experience package offering a 3-Day Money Back Guarantee, 2-year pre-owned warranty, non-commissioned sales consultants, and legendary low volume pricing.
• Ford Pickup & Delivery Service Complimentary vehicle pickup, dealership service, and return delivery for customers requiring maintenance or repairs.
• Ford Mobile Service On-site routine maintenance performed at the customer's home or office by dealership technicians.
• Ford Rewards Loyalty Program Manufacturer-backed loyalty program that lets members earn and redeem points on Ford Service (10 points per $1 spent on eligible service) plus signup bonuses for the Ford Rewards Visa card.

Quantifiable outcome

• 4.6-star rating on Google from 1,300+ reviews
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• AutoNation: Largest US auto retailer with multiple franchises and a national footprint. Comparable business model (new/used sales, F&I, service, parts) but operates at vastly greater scale and with full omnichannel capabilities including AutoNation Finance.
• Sonic Automotive: Major US franchised dealer group operating multiple brands including Ford. Comparable new/used vehicle sales, F&I, and service business model with a significant EchoPark used-car digital channel that overlaps with Kayser Direct.
• Lithia Motors: One of the largest US franchised auto dealer groups with hundreds of rooftops. Comparable in core franchise retail model (new, used, F&I, service) and a direct competitor on omnichannel and digital retail capabilities (Driveway).
• Penske Automotive Group: Global premium franchised auto retailer with commercial truck dealerships. Comparable in franchised retail model and adds commercial truck exposure that overlaps with Kayser's commercial fleet business.
• Asbury Automotive Group: Large US franchised auto retailer with F&I, service, and parts operations across multiple OEM brands. Comparable end-to-end dealer model with scale advantages in inventory management and customer financing.

Emerging players

• CarMax: Largest US used-car retailer with a fully digital and physical omnichannel model. Directly competes with Kayser's used vehicle sales business through superior selection, no-haggle pricing, and home delivery.
• Carvana: Pure-play online used car retailer offering fully digital purchase and home delivery. Competes most directly with Kayser Direct in the online car buying experience for used vehicles.

Direct peers

• Russ Darrow Ford: Multi-rooftop Wisconsin-based auto dealer group with Ford franchises. Comparable in product mix (new/used Ford sales, service, F&I) and overlapping regional footprint, though operates at greater scale than single-rooftop Kayser.
• Zimbrick Ford: Another Ford franchised dealer in the greater Madison, WI market. Directly comparable as a regional Ford dealership competing for the same consumer and fleet customers with overlapping new/used/service offerings.

Others

• Cars.com: Major US automotive marketplace where Kayser lists inventory. Functions as a customer acquisition channel and competitive benchmark for digital marketing effectiveness, though not a direct seller of vehicles.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/kayserford

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 Kayser Ford Lincoln