Pickerings Auto Group

What Pickerings Auto Group does

Pickerings Auto Group is a family-owned, multi-brand automotive dealership group headquartered at 635 Sturt Street, Townsville, Queensland, with a trading history of over 40 years (founded circa 1980). The group operates as the authorized franchisee for 16 automotive brands — premium (Audi, BMW, Porsche, MINI, BMW Motorrad, INEOS Grenadier), volume (Hyundai, Kia, Mitsubishi, Volkswagen, Skoda), and value (MG, LDV, Geely) — across 15+ branded dealership locations in Townsville and Mundingburra. Its core product is the retail sale of new, demonstrator, and pre-owned vehicles, complemented by in-house workshop servicing, genuine and aftermarket parts supply, and finance & insurance products including novated leasing, standard finance, and fleet packages. Two used-car sub-brands (Pickerings Quality Used Cars and Pickerings Cheap Cars) segment the value chain across premium-assured and budget tiers, and the Slipstream Warranty program provides an extended-warranty aftersales offering.

The business model is a traditional dealership franchise structure with a direct-to-consumer go-to-market motion. New and used vehicles are sold through physical showrooms, supported by a website (pickerings.com.au) built on the third-party Digital Dealer platform that provides search filters, finance calculators, and online enquiry forms. Revenue streams include one-time vehicle sales (the dominant stream), workshop service income (recurring), parts sales, and finance/insurance commissions, with a dedicated Fleet & Business channel pursuing B2B volume sales. Indicative retail pricing ranges from approximately $15,000 for budget used cars to over $300,000 for premium new vehicles, with promotional offers of $1,000–$17,000 off list price, and finance structured at indicative 11.99% over 7 years. Customer segments are primarily individual consumers (retail) with a secondary fleet/business segment; no enterprise anchor customers are disclosed and the customer base is structurally diversified across income tiers. The group is a private, family-controlled entity within the broader Pickerings Group of Companies, holding Queensland motor vehicle trader licence LMCT 4024046, and generates no disclosed external funding, M&A, or technology development signals.

Name

Pickerings Auto Group

Legal name

Pickerings Auto Group

Website

https://pickerings.com.au

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

51–100 employees

Short description

Pickerings Auto Group is a family-owned, multi-brand automotive dealership group operating 15+ franchised locations across Townsville, North Queensland, retailing 16 vehicle brands alongside service, parts, and finance offerings to retail consumers and fleet buyers.

Ownership category

akta.pro rank

Product category

Automotive Retail Dealership

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Garage Liability & Dealers (Auto Dealers, Repair Shops) (FSAJABAF)

akta.pro secondary industries

Automotive Parts & Accessories Online Retailers (CRAFADAK), Auto & Vehicle Loan Brokerage (FSAEAEAK)

Keywords

• Automotive dealership services
• New vehicle sales
• Used vehicle sales
• Vehicle finance leasing
• Vehicle service parts

Headquarters

HQ city

Townsville

HQ country

Australia

HQ region

Oceania

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new, demonstrator, and used vehicles across 15+ automotive brands including Audi, BMW, Hyundai, Kia, LDV, MG, Mitsubishi, Volkswagen, and others.
2. Service and Repairs: Workshop service department providing vehicle servicing, repairs, and maintenance for all vehicle brands sold.
3. Parts Sales: Genuine and aftermarket parts sales for vehicles serviced.
4. Finance and Insurance Products: Vehicle financing, novated leasing, fleet packages, and related insurance products.
5. Vehicle Sourcing Service: Free vehicle sourcing service for customers unable to find desired vehicles in stock.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Pickerings Auto Group is a multi-brand automotive dealership group that sells new, demonstrator, and used vehicles across 14+ automotive brands through branded showrooms in Townsville, North Queensland. The group also provides workshop servicing and repairs, genuine parts, vehicle finance and novated leasing, fleet packages, extended warranties, and a free vehicle sourcing service across 15+ locations.

Product overview

Pickerings Auto Group is a multi-brand automotive dealership group operating in Townsville, North Queensland. The company offers a portfolio of 14 automotive brands (Audi, BMW, BMW Motorrad, Geely, Hyundai, INEOS, Kia, LDV, MG, MINI, Mitsubishi, Porsche, Skoda, Volkswagen) alongside two used car sub-brands (Pickerings Quality Used Cars and Pickerings Cheap Cars). The group provides complementary services including vehicle sales (new, demo, and used), service and parts, finance/novated leasing, and fleet solutions. The portfolio architecture consists of franchise dealerships representing each brand, unified under the Pickerings corporate umbrella with shared service, parts, and finance infrastructure across multiple locations in Townsville.

Differentiator

Problem solved

Functional benefit

Brands

• Pickerings Quality Used Cars: Premium used vehicle dealership offering quality assured pre-owned cars
• Pickerings Cheap Cars

Products and services

• New Vehicles

Named customers2 records

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.

• Automotive Brand ManufacturerscoreOthersPickerings Auto Group operates as authorized dealer franchises for multiple automotive manufacturers including Audi, BMW, Hyundai, Kia, LDV, MG, Mitsubishi, Volkswagen, Skoda, MINI, Porsche, INEOS, and Geely. These are authorized dealer franchise relationships where the group sells new vehicles and provides service support for each brand.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Inchcape plc: London-listed global automotive distributor and retailer operating in over 40 markets with a portfolio spanning premium, volume, and luxury brands. Comparable to Pickerings as a multi-brand automotive retail group, though operating at much greater international scale and as a global incumbent.

Direct peers

• Eagers Automotive Limited: Australia's largest automotive retailer (ASX: APE), operating hundreds of new-vehicle franchises plus used cars, service, parts, and finance across Australia and New Zealand. Directly comparable to Pickerings in business model (multi-brand franchised dealer with aftersales), only at vastly greater national scale.
• Bapcor Limited: ASX-listed Australian automotive aftermarket company operating trade and retail parts networks (including Burson Auto Parts and Autobarn) plus service networks. Comparable to Pickerings' parts, service, and used-vehicle operations as the dominant Australian aftermarket benchmark.
• AutoCanada Inc. TSX-listed Canadian multi-brand automotive retailer with franchised dealerships, used-vehicle operations, and finance/insurance products. Closely mirrors Pickerings' franchised dealer + used car + F&I revenue mix at smaller-market scale.
• Lithia Motors, Inc. NYSE-listed US-based and increasingly international multi-brand automotive retailer (also operating Pendragon in the UK), and one of the largest dealership groups globally. Comparable multi-brand franchised retailer with integrated digital, F&I, and Driveway online retail platform — relevant benchmark for Pickerings' digital trajectory.
• AMA Group Limited: ASX-listed Australian operator of collision repair and vehicle service centers. Comparable to Pickerings' service and parts operations from the workshop/repair side, even though AMA does not sell new vehicles.
• Vertu Motors plc: LSE-listed UK multi-brand automotive retailer operating franchised dealerships plus aftermarket services. Closely comparable to Pickerings in multi-brand franchised model, aftersales focus, and mid-scale private-company-style operations.
• Group 1 Automotive, Inc. NYSE-listed US multi-brand automotive retailer operating ~200 dealerships across the US and UK, including premium franchises. Closely comparable to Pickerings in core multi-brand franchised retail model with integrated service, parts, and F&I.

Others

• Sonic Automotive, Inc.
• Carsales.com Ltd: ASX-listed Australian online automotive marketplace connecting buyers and sellers of new and used vehicles. Not a direct competitor to Pickerings' dealership operations but represents the digital channel / disintermediation threat that any traditional dealer group must contend with.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pickeringsautogroup
• LinkedInlinkedin.com/company/pickerings-volkswagen

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 Pickerings Auto Group