What Le Prix du Gros does

Le Prix du Gros is a privately-held automotive dealership group headquartered in Trois-Rivières, Quebec, operating a multi-brand, multi-location retail platform. Founded in 2001 and employing 501–1,000 staff, the group sells new, certified pre-owned, demonstrator, and used vehicles across more than 30 brands, with a core franchise portfolio of 14+ manufacturers including Kia, Hyundai, Nissan, Mazda, Volvo, Chevrolet, Chrysler, Jeep, Dodge, RAM, Buick, GMC, Fiat, and Corvette. The group operates physical showrooms in Trois-Rivières, Cap-Santé, Laurier-Station, Shawinigan, and Donnacona, anchored by the Méga centre d'occasion used-vehicle hub positioned as one of Quebec's largest pre-owned centers. Adjacent service lines include in-house vehicle financing, after-sales service and maintenance, vehicle trade-in purchasing, a Custom Design program for personalization of off-road vehicles, and a referral program (Mon Coequipier) paying up to CAD $200 per successful referral. Customer acquisition combines brand-specific dealership websites, the centralized leprixdugros.com platform with online inventory search and financing applications, social media presence (Facebook, Instagram, YouTube, X), and physical community presence in the Montreal–Quebec City corridor.

The business model is structurally a traditional brick-and-mortar franchised auto retailer; revenue is generated primarily through one-time vehicle sales (new and used), with secondary streams from financing (transaction fees), trade-in resale (transaction fees), service and maintenance (professional services), and Custom Design builds (one-time project fees). Pricing is opaque and varies by make, model, trim, condition (new/used/cPO), and credit profile; specific MSRPs, financing terms, and dealer fees are not publicly disclosed. The primary customer segment is individual consumers in Quebec seeking personal or family vehicles, with a secondary commercial/fleet buyer segment targeted for RAM ProMaster and chassis-cab commercial vehicles. Distribution is overwhelmingly domestic (Canada) through physical dealership rooftops; technology inputs into the value chain are limited to standard inventory/CRM systems rather than proprietary platforms, APIs, or AI tooling.

In October 2024, Le Prix du Gros announced a strategic partnership with HGrégoire, another Quebec dealership group, to consolidate operations and expand combined market presence; specific deal terms and integration structure are not disclosed. The company also lists multiple "UPCOMING" dealership locations on its geographic footprint map, signaling continued physical expansion. Ownership remains private and undisclosed with no identified institutional or private-equity backing, no disclosed funding rounds, and no acquirer or parent company identified.

Name

Le Prix du Gros

Legal name

Le Prix du Gros

Website

https://leprixdugros.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Le Prix du Gros is a Quebec-based, privately-held automotive dealership group operating 6+ physical showrooms and 14+ brand franchises (Kia, Hyundai, Nissan, Volvo, Chevrolet, Chrysler, etc.), serving individual consumers and fleet buyers with new, used, and certified pre-owned vehicle sales, in-house financing, service, and its Custom Design off-road personalization program.

Ownership category

akta.pro rank

Headquarters

HQ city

Sainte-anne-de-la-pérade

HQ country

Canada

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Vehicle Sales: Revenue from selling new vehicles, certified pre-owned vehicles, and used vehicles across multiple brands including Kia, Hyundai, Nissan, Mazda, Volvo, Chevrolet, Chrysler, Dodge, RAM, Jeep, Buick, GMC, and specialty vehicles like Corvette and INEOS Grenadier.
2. Financing Services: In-house financing services for vehicle purchases, providing loan arrangements for customers.
3. Vehicle Service and Maintenance: Vehicle maintenance and repair services offered at dealership service departments.
4. Vehicle Trade-In: Purchasing used vehicles from customers as trade-ins, then reselling through inventory.
5. Custom Vehicle Design: Custom Design service offering complete personalization of off-road vehicles to create unique adventure-ready models.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Le Prix du Gros is a Quebec-based multi-brand automobile dealership group that sells new, certified pre-owned, used, and demonstrator vehicles from 14+ manufacturers (Kia, Hyundai, Nissan, Mazda, Volvo, Chevrolet, Chrysler, Jeep, Dodge, RAM, Buick, GMC, Fiat, Corvette, etc.) across 6+ physical dealership locations and the Méga centre d'occasion used vehicle center. The group complements sales with in-house vehicle financing, trade-in vehicle purchases, after-sales service and maintenance, the Custom Design off-road personalization service, and the Mon Coequipier referral program.

Product overview

Le Prix du Gros is a Quebec-based automotive dealership group operating as a multi-brand platform offering new vehicles, used vehicles, certified pre-owned vehicles, and demo vehicles. The core product portfolio includes vehicle sales across over 30 vehicle brands (Kia, Hyundai, Nissan, Mazda, Volvo, Chevrolet, Chrysler, Jeep, Dodge, RAM, Buick, GMC, BMW, Honda, Toyota, Ford, Subaru, Mitsubishi, Audi, Mercedes-Benz, Cadillac, Lexus, Land Rover, Infiniti, Genesis, Alfa Romeo, MINI, Dodge, and others). The platform operates through multiple dealership locations across Quebec including Kia Trois-Rivières, Kia Cap-Santé, Kia Laurier-Station, Hyundai Trois-Rivières, Nissan Shawinigan, Nissan Trois-Rivières, Mazda Trois-Rivières, Volvo Trois-Rivières, Laurier Station Chevrolet, Donnacona Chrysler, and the Méga centre d'occasion. Supplementary services include Custom Design (vehicle customization for off-road vehicles), financing services, vehicle service and maintenance, and a referral program (Mon coequipier). The group has formed a partnership with HGrégoire to expand their market presence.

Differentiator

Problem solved

Functional benefit

Brands

• Custom Design: Custom Design is the complete personalization service for off-road vehicles to create unique, bold models ready for adventure.

Products and services

• New Vehicles (Véhicules neufs) Sale of brand-new vehicles from 14+ franchised manufacturers, offered to individual consumers and business buyers through Le Prix du Gros's multiple Quebec dealership locations and centralized online inventory.
• Used Vehicles (Véhicules d'occasion) Sale of pre-owned vehicles across 30+ brands offered to individual consumers through Le Prix du Gros's dealership network and the dedicated Méga centre d'occasion used vehicle center.
• Certified Pre-Owned Vehicles (Véhicules certifiés) Sale of manufacturer-certified pre-owned vehicles meeting brand quality and reliability standards, offered to buyers seeking used vehicles with manufacturer-backed assurance.
• Demo Vehicles (Véhicules démonstrateurs) Sale of demonstrator vehicles at discounted prices for buyers seeking near-new condition with reduced cost.
• Custom Design (Véhicules sur mesure) Complete customization service for off-road vehicles to create unique, adventure-ready models, offered to enthusiasts seeking personalized builds.
• Vehicle Financing (Financement) In-house vehicle financing services that arrange loans for vehicle purchases, with online pre-approval requests available to individual consumers through the dealer website.
• Service and Maintenance (Service et entretien) Vehicle repair and maintenance services performed at the service departments of Le Prix du Gros's dealership locations, with online appointment scheduling for ongoing vehicle care.
• We Buy Cars (Achat de véhicules) Trade-in service where the dealership purchases customers' existing vehicles for resale through its used vehicle inventory, accessed via online evaluation forms.
• Méga centre d'occasion (Mega Used Vehicle Center) Dedicated high-volume used vehicle sales center positioned as one of the largest in Quebec, open six days per week, serving individual used-vehicle buyers in the Trois-Rivières region and surrounding areas.
• Mon Coequipier Referral Program Customer referral program paying up to $200 per successful referral, encouraging existing customers to recommend Le Prix du Gros to friends and family.

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.

• HGrégoirecoreStrategic or Co-development Partner · 1 October 2024HGrégoire and Le Prix du Gros announced a strategic partnership to unite their forces. HGrégoire is another automotive dealership group that merged/combined operations with Le Prix du Gros. The partnership expands the combined entity's market presence and operational scale in the Quebec automotive market.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• HGrégoire: Major Quebec-based multi-brand automotive dealership group and Le Prix du Gros's 2024 strategic partner; directly comparable footprint, brand mix, and operating model in the same province.
• OpenRoad Auto Group: Western Canadian multi-brand automotive retailer with franchised dealerships and used vehicle operations; comparable multi-OEM, multi-location retail platform.
• AutoCanada: Canadian multi-brand dealership group operating franchised new-vehicle stores and used vehicle centers across multiple provinces; directly comparable business model and multi-OEM strategy.
• Groupe Park Avenue: Quebec-based multi-brand automotive dealership group; comparable in scale, geography, and product mix (new/used vehicles, F&I, service) across multiple OEMs.
• Dilawri Group: One of Canada's largest privately held dealership groups with multi-brand franchised stores; comparable in scale, multi-OEM strategy, and integrated sales/service/F&I model.
• Holman Automotive: Large North American privately held automotive group combining franchised dealerships with fleet and parts operations; comparable diversified dealership model with vertical services.

Broad incumbents

• Group 1 Automotive: U.S. publicly traded multi-brand franchised dealership group with both new and used vehicle operations; comparable in OEM diversification and integrated services.
• Asbury Automotive Group: U.S. publicly traded franchised dealer group operating across multiple OEMs and geographies; comparable multi-brand retail and F&I integration strategy.
• Lithia Motors: Largest U.S. franchised auto retailer with a stated rollup strategy across brands and geographies; provides benchmark scale economics for multi-brand dealer groups.

Regional players

• Spinelli Auto Group: Quebec-based dealership group operating multiple franchised brands; comparable product/customer overlap but smaller geographic footprint than Le Prix du Gros.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/groupeleprixdugros
• Xx.com/leprixdugros

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries11 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 Le Prix du Gros