Rex Gorell Group

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

Headquarters

HQ city

Geelong

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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
2. Finance Services: Providing vehicle financing solutions including corporate lending, novated leases, consumer lending, extended warranties, and loan payment protection
3. Parts & Accessories: Genuine manufacturer parts sales with extensive inventory, computer-linked availability checking across Australia, counter sales, trade representative visits, and telemarketing
4. Service & Maintenance: Workshop services with factory-trained technicians, genuine parts fitting, maintenance scheduling, and customer amenities including lounge area and courtesy transportation

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core 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

Named customers6 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

19 partnerships are on record, tiered core.

• Audi Centre GeelongcoreChannel Partner/ Reseller/ DistributorAuthorized 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 BMWcoreChannel Partner/ Reseller/ DistributorAuthorized BMW dealer for Geelong region, part of Rex Gorell Group network selling BMW vehicles including electric models.
• Geelong BMW MotorradcoreChannel Partner/ Reseller/ DistributorAuthorized BMW Motorrad motorcycle dealer for Geelong region.
• Polestar GeelongcoreChannel Partner/ Reseller/ DistributorAuthorized 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 FordcoreChannel Partner/ Reseller/ DistributorFirst dealership opened by Rex Gorell Group in 1980, authorized Ford dealer selling Ford vehicles including plug-in hybrid and electric options.
• Rex Gorell HondacoreChannel Partner/ Reseller/ DistributorAuthorized Honda dealer outlet operating as part of Rex Gorell Group network.
• Rex Gorell Isuzu UTEcoreChannel Partner/ Reseller/ DistributorAuthorized Isuzu UTE dealer for Geelong region, selling Isuzu vehicles.
• Rex Gorell JaguarcoreChannel Partner/ Reseller/ DistributorAuthorized Jaguar dealer operating as part of Rex Gorell Group network.
• Rex Gorell Land RovercoreChannel Partner/ Reseller/ DistributorAuthorized Land Rover dealer selling Defender Hybrid and Range Rover Hybrid models.
• Rex Gorell MGcoreChannel Partner/ Reseller/ DistributorAuthorized MG dealer for Geelong region, selling MG vehicles including MG4 EV electric model.
• Geelong MINI GaragecoreChannel Partner/ Reseller/ DistributorAuthorized MINI dealer for Geelong region, part of Rex Gorell Group network.
• Rex Gorell NissancoreChannel Partner/ Reseller/ DistributorAuthorized Nissan dealer for Geelong region, selling Nissan vehicles including Nissan Navarra.
• Rex Gorell SkodacoreChannel Partner/ Reseller/ DistributorAuthorized Skoda dealer for Geelong region.
• Subaru GeelongcoreChannel Partner/ Reseller/ DistributorAuthorized Subaru dealer for Geelong region, selling Subaru vehicles.
• Rex Gorell VolkswagencoreChannel Partner/ Reseller/ DistributorAuthorized Volkswagen dealer for Geelong region, selling VW vehicles including hybrid and electric options.
• Volvo Cars GeelongcoreChannel Partner/ Reseller/ DistributorAuthorized Volvo dealer for Geelong region selling Volvo vehicles including Volvo EX30 Electric and hybrid models.
• Zeekr GeelongcoreChannel Partner/ Reseller/ DistributorAuthorized Zeekr dealer for Geelong region, selling Zeekr electric vehicles.
• Cupra GeelongcoreChannel Partner/ Reseller/ DistributorAuthorized Cupra dealer for Geelong region.
• Geely GeelongcoreChannel Partner/ Reseller/ DistributorAuthorized Geely dealer for Geelong region.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad 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

• LinkedInlinkedin.com/company/rexgorellfamilygroup

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries6 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 Rex Gorell Group