Rex Gorell Group
Rex Gorell Group is a family-owned multi-franchise automotive dealership group based in Geelong, Victoria, representing 18 marques across 350+ staff and 8,000+ annual vehicle deliveries, serving retail consumers and fleet customers with new vehicle sales, F&I, parts, and aftersales service.
- Company typePrivate
- Founded1980
- HeadquartersGeelong, Australia
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
Rex Gorell Group firmographics
Firmographics- Name
- Rex Gorell Group
- Legal name
- Rex Gorell Group (comprising Rex Gorell Pty Ltd ACN 006 256 668, Rex Gorell Family Group Pty Ltd ACN 005 549 913, Rex Gorell Ford Pty Ltd ACN 006 175 515, Rex Gorell Motors Pty Ltd ACN 006 649 869, RPBJ Pty Ltd ACN 114 494 397 and RPBJ Gorell Pty Ltd ACN 004 908 490)
- Website
- https://rexgorell.com.au
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Rex Gorell Group is a family-owned multi-franchise automotive dealership group based in Geelong, Victoria, representing 18 marques across 350+ staff and 8,000+ annual vehicle deliveries, serving retail consumers and fleet customers with new vehicle sales, F&I, parts, and aftersales service.
- Ownership category
- akta.pro rank
Where Rex Gorell Group is headquartered
LocationHeadquarters
- HQ city
- Geelong
- HQ country
- Australia
- HQ region
- Oceania
Offices5 records
Markets served
Rex Gorell Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Vehicle Sales: New, demo, and used vehicle sales across 18 automotive brands including BMW, MINI, Ford, Land Rover, Volvo, Audi, Volkswagen, Nissan, and electric vehicle brands like Polestar, MG, and Zeekr
- Finance Services: Providing vehicle financing solutions including corporate lending, novated leases, consumer lending, extended warranties, and loan payment protection
- Parts & Accessories: Genuine manufacturer parts sales with extensive inventory, computer-linked availability checking across Australia, counter sales, trade representative visits, and telemarketing
- Service & Maintenance: Workshop services with factory-trained technicians, genuine parts fitting, maintenance scheduling, and customer amenities including lounge area and courtesy transportation
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Finance calculator indicative rate |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Rex Gorell Group product offering
Product offeringCore offering
Rex Gorell Group operates a multi-brand automotive dealership business in Geelong, Victoria, representing 18 marques under one roof. It sells new, demo, and used vehicles across brands such as BMW, MINI, Ford, Land Rover, Volvo, Audi, Volkswagen, Nissan, Polestar, MG, Zeekr, Cupra, Geely, Honda, Skoda, Subaru, Jaguar, and Isuzu UTE, while providing after-sales service, genuine parts, vehicle finance, and fleet sales. The group combines retail vehicle sales with a service centre, parts department, finance solutions, and a fleet division serving both consumers and business customers.
Product overview
Rex Gorell Group is a multi-brand automotive dealership group operating as a true family business, representing 18 automotive marques under one roof in Geelong, Victoria. The company offers a comprehensive portfolio of products and services organized as dealership brands and core operational services. The dealership brands include premium manufacturers (Audi, BMW, BMW Motorrad, Jaguar, Land Rover, Volvo, Polestar, MINI), mainstream brands (Ford, Honda, Nissan, Skoda, Subaru, Volkswagen, MG, Isuzu UTE, Cupra, Geely, Zeekr), and motorcycle options (BMW Motorrad). Core services include new, demo, and used vehicle sales, a dedicated service centre with factory-trained technicians, parts and accessories supply, finance services (corporate lending, novated leases, consumer lending), fleet sales for businesses, and an online finance calculator. The group also specializes in hybrid and electric vehicles across multiple brands. With over 350 employees delivering more than 8,000 vehicles annually, the integrated dealership model allows customers to browse, purchase, finance, service, and maintain vehicles from multiple brands through a single automotive group.
Differentiator
Problem solved
Functional benefit
Brands
- Rex Gorell Group: Primary commercial brand name for the automotive dealership group operating multiple vehicle brands in Geelong, Victoria
- Audi Centre Geelong
- Geelong BMW
- Geelong BMW Motorrad
- Geelong MINI Garage
- Geely Geelong
- Cupra Geelong
- Zeekr Geelong
- Volvo Cars Geelong
- Polestar Geelong
- Rex Gorell Land Rover
- Rex Gorell VW
- Rex Gorell Ford
- Rex Gorell Nissan
- Rex Gorell Skoda
- Rex Gorell MG
- Rex Gorell Isuzu UTE
- Rex Gorell Honda
- Subaru Geelong
Products and services
- New, Demo and Used Vehicle Sales Retail sale of new, demo, and used passenger vehicles, 4WDs, and people movers across 18 brands including BMW, MINI, Ford, Land Rover, Volvo, Audi, Volkswagen, Nissan, Polestar, MG, Zeekr, Cupra, Geely, Honda, Skoda, Subaru, Jaguar, and Isuzu UTE, targeted at individual consumers in the Geelong region.
- Vehicle Service Centre Workshop service centre offering vehicle maintenance, repairs, and servicing using factory-trained technicians and genuine parts, with amenities including a customer lounge, courtesy transportation, and loan vehicles for vehicle owners across the represented brands.
- Parts and Accessories Parts department supplying genuine manufacturer parts with computer-linked availability checking throughout Australia, offering over-the-counter sales, trade sales representatives, and telemarketing services to retail and trade customers.
- Finance Services Vehicle financing options including corporate lending, novated leases, consumer lending, extended warranties, and loan payment protection for retail customers purchasing vehicles from the group's dealerships.
- Fleet Sales Fleet sales department offering vehicles to ABN holders, small to medium businesses, fleet management companies, councils, local government, and rental car organizations with nationally competitive pricing and dedicated enquiry handling.
- Hybrid and Electric Vehicle Range Curated selection of plug-in hybrid and full electric vehicles available across multiple brands represented by the group, including offerings from Audi, BMW, Ford, Land Rover, Volvo, VW, MG, Zeekr, Polestar, Cupra, Geely, Nissan, Honda, and Subaru.
Quantifiable outcome
- Delivers over 8,000 vehicles annually
- +1 more outcomes
Companies that use Rex Gorell Group
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Rex Gorell Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Rex Gorell Group partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core.
- Audi Centre GeelongcoreAuthorized Audi dealer outlet operating as part of the Rex Gorell Group network, selling new Audi vehicles including e-tron electric models and plug-in hybrids.
- Geelong BMWcoreAuthorized BMW dealer for Geelong region, part of Rex Gorell Group network selling BMW vehicles including electric models.
- Geelong BMW MotorradcoreAuthorized BMW Motorrad motorcycle dealer for Geelong region.
- Polestar GeelongcoreAuthorized Polestar dealer for Geelong with dedicated sales, service, and parts locations at Gordon Avenue and Spring Street, Geelong West. Sells Polestar 2, 3, and 4 electric vehicles.
- Rex Gorell FordcoreFirst dealership opened by Rex Gorell Group in 1980, authorized Ford dealer selling Ford vehicles including plug-in hybrid and electric options.
- Rex Gorell HondacoreAuthorized Honda dealer outlet operating as part of Rex Gorell Group network.
- Rex Gorell Isuzu UTEcoreAuthorized Isuzu UTE dealer for Geelong region, selling Isuzu vehicles.
- Rex Gorell JaguarcoreAuthorized Jaguar dealer operating as part of Rex Gorell Group network.
- Rex Gorell Land RovercoreAuthorized Land Rover dealer selling Defender Hybrid and Range Rover Hybrid models.
- Rex Gorell MGcoreAuthorized MG dealer for Geelong region, selling MG vehicles including MG4 EV electric model.
- Geelong MINI GaragecoreAuthorized MINI dealer for Geelong region, part of Rex Gorell Group network.
- Rex Gorell NissancoreAuthorized Nissan dealer for Geelong region, selling Nissan vehicles including Nissan Navarra.
- Rex Gorell SkodacoreAuthorized Skoda dealer for Geelong region.
- Subaru GeelongcoreAuthorized Subaru dealer for Geelong region, selling Subaru vehicles.
- Rex Gorell VolkswagencoreAuthorized Volkswagen dealer for Geelong region, selling VW vehicles including hybrid and electric options.
- Volvo Cars GeelongcoreAuthorized Volvo dealer for Geelong region selling Volvo vehicles including Volvo EX30 Electric and hybrid models.
- Zeekr GeelongcoreAuthorized Zeekr dealer for Geelong region, selling Zeekr electric vehicles.
- Cupra GeelongcoreAuthorized Cupra dealer for Geelong region.
- Geely GeelongcoreAuthorized Geely dealer for Geelong region.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Rex Gorell Group competitors and assessment
Company assessmentBroad incumbents
- Lithia Motors: Major US and UK-based automotive retailer operating a global network of franchised dealerships with attached service, parts, and finance arms. Comparable comprehensive multi-brand retail-plus-aftersales model, although at vastly larger scale and broader geography.
- AutoNation: Largest automotive retailer in the United States, operating hundreds of franchised stores across multiple brands with sales, finance, parts, and service. Comparable breadth of multi-brand franchise operations at much larger scale, useful as a broad incumbent benchmark for the dealership business model.
Direct peers
- Peter Warren Automotive Group: Australian multi-brand automotive retail group with franchises across new and used vehicles, service, parts, and finance. Similar privately positioned dealer group with multi-site, multi-marque operations and corporate fleet offering.
- Eagers Automotive: Australia and New Zealand's largest automotive retail group, operating multiple franchises across new and used vehicles, parts, service, and finance. Directly comparable multi-brand dealership model with comparable revenue streams (sales, F&I, parts, service) and brand breadth.
- Autosports Group: ASX-listed multi-brand automotive retailer in Australia operating franchised new vehicle dealerships with aftersales service and parts. Comparable multi-rooftop, multi-brand retail model serving a regional Australian footprint.
- Alto Group (Melbourne): Multi-brand automotive dealer group based in Melbourne's southeast, operating multiple franchises across passenger and commercial brands. Closely comparable Victorian multi-rooftop dealer structure with overlapping brand portfolios and aftersales services.
Regional players
- Bill Buckle Auto Group: Privately held Victorian automotive dealership group operating multiple franchised brands across Melbourne region. Comparable multi-brand retail model within the same Victorian market, though concentrated in Melbourne rather than Geelong.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Rex Gorell Group social profiles
Digital presenceRex Gorell Group compliance and trust
Trust signalCompliance3 records
Rex Gorell Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rex Gorell Group leadership team
Management profileNumber of profiles
Profiles4 records
Rex Gorell Group subsidiaries and ownership
Company hierarchySubsidiaries6 records
Rex Gorell Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rex Gorell 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 Rex Gorell Group
What does Rex Gorell Group do?
Rex Gorell Group operates a multi-brand automotive dealership business in Geelong, Victoria, representing 18 marques under one roof. It sells new, demo, and used vehicles across brands such as BMW, MINI, Ford, Land Rover, Volvo, Audi, Volkswagen, Nissan, Polestar, MG, Zeekr, Cupra, Geely, Honda, Skoda, Subaru, Jaguar, and Isuzu UTE, while providing after-sales service, genuine parts, vehicle finance, and fleet sales. The group combines retail vehicle sales with a service centre, parts department, finance solutions, and a fleet division serving both consumers and business customers.
Is Rex Gorell Group a public or private company?
Rex Gorell Group is a private company. It is classified as family owned and is currently operating.
When was Rex Gorell Group founded?
Rex Gorell Group was founded in 1980. It employs 101 to 250 people.
Where is Rex Gorell Group based?
Rex Gorell Group is headquartered in Geelong, Australia, in the Oceania region.
How does Rex Gorell Group make money?
Four revenue lines are on record. Vehicle Sales are the primary driver. The others are finance Services, parts & Accessories and service & Maintenance.
Who are Rex Gorell Group's main competitors?
Broad incumbents on record are Lithia Motors and AutoNation. Direct peers are Peter Warren Automotive Group, Eagers Automotive, Autosports Group and Alto Group (Melbourne). Bill Buckle Auto Group is listed as a regional player.
Does Rex Gorell Group have an API?
No public API is recorded for Rex Gorell Group.