Herrnstein Auto Group

What Herrnstein Auto Group does

Herrnstein Auto Group is a privately held, family-operated automotive dealership group headquartered in Chillicothe, Ohio. The company sells new and used vehicles and provides financing, service, and parts through four branded franchised rooftops: Herrnstein Chrysler Dodge Jeep Ram FIAT and Herrnstein Kia (co-located at 133 Marietta Rd, Chillicothe), Herrnstein Hyundai (2827 River Road, Chillicothe), and Herrnstein of Waverly (215 W Emmitt Ave, Waverly, OH). The group holds authorized franchise agreements with Stellantis (Chrysler, Dodge, Jeep, Ram, FIAT), Kia, and Hyundai, and represents one of the principal multi-brand dealer networks serving the southern Ohio market.

The business operates on a traditional direct-to-consumer automotive retail model: customers browse inventory online or in-store, schedule test drives, receive trade-in appraisals, get pre-approved for financing, and complete vehicle purchases at the showroom. Three revenue streams are evident — new and used vehicle sales (one-time), finance and insurance products via third-party lender partnerships (transaction fee), and the service and parts department (transaction fee, recurring). The technology stack is intentionally lightweight: a DealerOn-hosted dealer website with inventory search, payment calculator, finance pre-approval, and text messaging, supplemented by Google Analytics and paid digital advertising. The website features a content blog targeting local SEO and consumer education topics, and the group maintains organic social media presence on Facebook and Twitter.

Go-to-market is regional, concentrated in Ross County (Chillicothe) and Pike County (Waverly), Ohio, with no claims of broader geographic reach. Customer acquisition relies on local brand recognition, the family-name reputation, OEM co-op marketing, organic search, and paid digital advertising. Bart Herrnstein is identified as CEO. No institutional investors, parent company, funding rounds, or M&A activity are disclosed in the available data; the group appears to be an independently owned, multi-generational small business rather than a roll-up or PE-backed platform.

Name

Herrnstein Auto Group

Legal name

Herrnstein Auto Group

Website

https://herrnstein.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Herrnstein Auto Group is a privately held, family-operated multi-brand car dealership group based in Chillicothe, Ohio, operating four franchised rooftops selling Chrysler, Dodge, Jeep, Ram, FIAT, Kia, and Hyundai vehicles and providing financing, service, and parts to retail consumers in southern Ohio.

Ownership category

akta.pro rank

Headquarters

HQ city

Chillicothe

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new vehicles from Chrysler, Dodge, Jeep, Ram, FIAT, Kia, and Hyundai brands, as well as used vehicles from multiple manufacturers
2. Finance and Financing Services: Providing financing options and pre-approval services for vehicle purchases through partnerships with lenders
3. Service and Parts: Vehicle maintenance and repair services, including oil changes, transmission replacements, and other automotive services

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Herrnstein Auto Group is a multi-brand car dealership group operating physical retail locations in Chillicothe and Waverly, Ohio. It sells new vehicles from Chrysler, Dodge, Jeep, Ram, FIAT, Kia, and Hyundai, as well as pre-owned and certified pre-owned vehicles, while also providing vehicle financing pre-approval, trade-in appraisals, and an in-house service and parts department for maintenance and repairs.

Product overview

Herrnstein Auto Group is a multi-location car dealership operating in Chillicothe and Waverly, Ohio. The company offers a portfolio of four dealership brands: Herrnstein Chrysler Dodge Jeep Ram FIAT (Stellantis brands), Herrnstein Hyundai, Herrnstein Kia, and Herrnstein of Waverly (Stellantis brands). Core offerings include new vehicle sales, used vehicle sales, vehicle finance services, and service & parts departments. The company sells vehicles from Chrysler, Dodge, Jeep, Ram, Kia, Hyundai, and FIAT manufacturers. A companion blog provides car buying tips and local area content.

Differentiator

Problem solved

Functional benefit

Products and services

• New Vehicle Sales

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

Three partnerships are on record, tiered core.

• ChryslercoreChannel Partner/ Reseller/ DistributorAuthorized dealership franchise for Chrysler, Dodge, Jeep, Ram, and FIAT vehicles. Herrnstein Auto Group sells new vehicles from these brands and provides authorized service and parts.
• KiacoreChannel Partner/ Reseller/ DistributorAuthorized Kia dealership franchise selling new Kia vehicles including Telluride, Sportage, Sorento, Carnival, Seltos, K4, K5, and Forte models.
• HyundaicoreChannel Partner/ Reseller/ DistributorAuthorized Hyundai dealership franchise selling new Hyundai vehicles including Palisade, Santa Fe, Tucson, Sonata, Elantra, Kona, and Venue models.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• AutoNation: Largest U.S. franchised auto retailer with nationwide footprint; relevant as the public-market scale benchmark for what a multi-rooftop dealer group can become with consolidation, though much larger and more diversified than Herrnstein.
• Lithia Motors: Largest U.S. franchised auto retailer by revenue with an explicit acquisition-driven growth strategy; relevant as the leading example of how a small regional dealer group can scale via franchised rooftop roll-ups, which is the relevant trajectory for Herrnstein.
• Asbury Automotive Group: Large U.S. franchised dealer group with public listing; represents a public-market comparable for valuation reference and roll-up strategy applicable to a regional multi-rooftop operator like Herrnstein.

Direct peers

• Germain Motor Company: Ohio-based family-owned multi-brand dealer group operating multiple franchised rooftops across the Columbus metro; comparable in scale and multi-OEM strategy to Herrnstein, both family-led regional consolidators.
• Performance Automotive Group: Ohio-based multi-brand franchise dealer; comparable regional franchised retailer with overlapping OEM brands and similar scale to Herrnstein's Chillicothe/Waverly operations.
• Coughlin Automotive Group: Family-owned central Ohio dealer group operating multiple franchise rooftops including Chrysler, Jeep, Ram, and other brands; closely mirrors Herrnstein's regional, multi-OEM franchise strategy.
• Ken Ganley Auto Group: Ohio-based multi-brand franchise dealer group with multiple rooftops across northern and central Ohio; comparable as a regional consolidator pursuing scale across OEM franchises.
• Jeff Wyler Automotive Family: Family-owned multi-rooftop dealer group with locations across Ohio and Kentucky; directly comparable multi-brand franchise model with similar geographic clustering and family-operator profile.
• Byers Auto Group: Family-owned Ohio dealer group with multiple franchised rooftops; directly comparable as a regional, multi-brand, family-operated auto retailer in the same state.

Regional players

• Glockner Automotive Group: Family-owned multi-rooftop dealer group based in southern Ohio (Portsmouth region); closest geographic peer to Herrnstein with overlapping southern Ohio market dynamics and similar multi-brand model.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/Herrnstein
• Facebookfacebook.com/HerrnsteinAutomotiveGroup
• LinkedInlinkedin.com/company/herrnstein-auto-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 Herrnstein Auto Group