What Heartland Chevrolet does

Heartland Chevrolet is a privately held, single-rooftop Chevrolet franchise dealership located at 501 N 291 Highway in Liberty, Missouri, serving the Kansas City metropolitan area including Liberty, Independence, and Smithville. The dealership is owned by Roberts Robinson, a dealership group that also acquired Westfall/O'Dell in Excelsior Springs. Heartland Chevrolet sells the full Chevrolet lineup spanning cars, crossovers/SUVs, trucks, commercial vehicles (Express cargo/passenger, Low Cab Forward, Silverado HD chassis cabs), and the brand's electric portfolio (Equinox EV, Blazer EV, Silverado EV, Bolt EV), alongside pre-owned vehicles marketed through GM's CarBravo certified program and a dedicated vehicles-under-$20k lane.

The business operates a full-service dealer model across five revenue streams: new vehicle sales, pre-owned sales (including CarBravo certified), finance and insurance commissions via GM Financial, service and parts using ACDelco and GM Genuine Parts, and body work through the wholly-owned Heartland Collision Center subsidiary. Customer retention is anchored by a lifetime powertrain warranty program and the GM Rewards loyalty program, with manufacturer-funded discount programs targeting military, first responders, and educators. Commercial fleet buyers form a secondary segment purchasing work-ready configurations.

Technology is provided through the Dealer Inspire platform powering the website's inventory search, search-by-payment tool, trade-in valuation, credit application, and service appointment scheduling. The digital surface is a standard dealership stack with no disclosed proprietary technology, AI capabilities, APIs, or data assets. The dealership is a traditional field-sales, showroom-anchored go-to-market with online research support; no funding, revenue figures, headcount, or incorporation history are disclosed, and the company operates as a going-concern franchisee under the Chevrolet brand.

Name

Heartland Chevrolet

Legal name

Heartland Chevrolet

Website

https://heartlandchevrolet.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Heartland Chevrolet is a privately held Chevrolet franchise dealership in Liberty, Missouri, serving the Kansas City metro with new and pre-owned vehicle sales, GM Financial financing, factory-trained service and parts, and a wholly-owned collision center. It is owned by Roberts Robinson.

Ownership category

akta.pro rank

Headquarters

HQ city

Liberty

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Chevrolet vehicles including cars, trucks, SUVs, electric vehicles, and commercial vehicles. Revenue from MSRP-based transactions with dealer fees.
2. Pre-Owned Vehicle Sales: Sale of used vehicles including CarBravo certified pre-owned, priced under 20k vehicles, and general used inventory.
3. Service and Parts: Revenue from vehicle maintenance, repairs, oil changes, tire services, brake services, battery replacement, and OEM parts sales.
4. Finance and Insurance Products: Commission revenue from facilitating vehicle financing through GM Financial and other lenders, plus ancillary F&I products.
5. Collision Center Services: Body work and collision repair services through Heartland Collision Center.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Heartland Chevrolet is an authorized Chevrolet franchise dealership that sells new Chevrolet vehicles (cars, trucks, SUVs, EVs, and commercial vehicles) and pre-owned vehicles, including CarBravo certified units. The dealership also operates a GM-certified service center, an OEM parts department, a collision repair center, and facilitates vehicle financing and leasing through GM Financial.

Product overview

Heartland Chevrolet is a Chevrolet franchise automobile dealership in Liberty, MO offering a comprehensive portfolio of vehicle sales and automotive services. The core offerings include new Chevrolet vehicles across multiple segments (cars, trucks, SUVs, electric vehicles, commercial vehicles) and pre-owned vehicles through the CarBravo certified program. The dealership provides integrated services including GM vehicle financing and leasing, certified GM service center with ACDelco parts, collision repair, and the GM Rewards loyalty program. Special programs target military, first responders, and educators with bonus cash offers. OnStar connected services are available for GM vehicles.

Differentiator

Problem solved

Functional benefit

Products and services

• New Chevrolet Vehicles
• Pre-Owned Vehicles Used and certified pre-owned vehicles including CarBravo certified automobiles available for purchase.
• CarBravo Certified Pre-Owned Program GM's certified pre-owned vehicle program offering thorough inspections, quality assurance, and warranty coverage for used cars.
• Vehicle Financing and Leasing Vehicle financing and leasing solutions through GM Financial and various loan options for retail customers.
• Chevy Service Center Certified GM service department offering maintenance, repairs, and parts using ACDelco and GM Genuine Parts for Chevrolet vehicles.
• Parts Center Genuine OEM parts and accessories for Chevrolet vehicles including ACDelco batteries, brake components, and wiper blades, with online ordering available.
• Collision Center Body shop and collision repair services for vehicle damage operated as a wholly owned subsidiary.
• Lifetime Powertrain Warranty Lifetime powertrain warranty program for vehicle owners purchasing through the dealership.
• GM Rewards Loyalty Program Loyalty rewards program earning points on vehicle purchases, service, and parts that can be redeemed toward GM purchases.
• OnStar and Connected Services GM's connected vehicle services including safety features, navigation, and wireless connectivity available on Chevrolet vehicles.

Quantifiable outcome

• Service satisfaction documented through DealerRater reviews

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• General Motors (Chevrolet)coreChannel Partner/ Reseller/ DistributorAuthorized Chevrolet dealer operating under GM franchise agreement. Access to full Chevrolet vehicle lineup including new releases, electric vehicles, and commercial vehicles. GM factory support, training, and manufacturer incentive programs.
• CarBravocoreTechnology or IntegrationGM's certified pre-owned vehicle program integrated into dealership's used vehicle sales. Provides standardized vehicle inspection, certification, and extended warranty coverage for qualifying pre-owned vehicles.
• GM FinancialcoreChannel Partner/ Reseller/ DistributorPreferred financing partner for vehicle purchases and leases. Provides competitive rates and financing programs to dealership customers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Asbury Automotive Group: Mid-size franchised dealer group with growing Clicklane digital channel. Operates the same new/used/F&I/service model with selective brand exposure and is a relevant mid-tier public peer.
• Lithia Motors: Public dealer group with aggressive acquisition strategy and Driveway digital channel. Directly comparable franchised dealership operator with the same full-service revenue mix and ongoing roll-up approach.
• CarMax: Largest U.S. used-vehicle retailer with standardized reconditioning and no-haggle pricing. Directly competes with Heartland's CarBravo certified pre-owned channel and broader used-vehicle inventory.
• Hendrick Automotive Group: Largest privately held U.S. dealer group with extensive franchise operations and collision/parts businesses. Closest structural analog to Heartland's Roberts Robinson parent structure.
• Penske Automotive Group: Premium/luxury-tilted franchised dealer group with strong commercial truck exposure through Premier Truck Group. Comparable for Heartland's commercial Silverado HD lineup and high-margin franchise operations.
• Sonic Automotive: U.S. franchised dealer group with EchoPark used-vehicle standalone stores. Directly comparable for the franchised new/used side and a useful reference for CarBravo-style CPO vs. dedicated used-car competition.
• AutoNation: Largest U.S. auto dealer group operating hundreds of franchised rooftops across multiple brands including Chevrolet. Operates a comparable new/used, F&I, and service/parts model and is the most relevant scaled peer for any U.S. franchised dealership operator.
• Group 1 Automotive: Multi-brand franchised dealer group with U.S. and U.K. operations and meaningful commercial truck exposure (Prime, Inchcape transactions). Directly comparable in scale and franchise mix to a regional multi-rooftop operator.

Emerging players

• Carvana: Online used-vehicle retailer with home delivery and vending-machine fulfillment model. Emerging direct competitor to traditional franchised used-car operations and a structural threat to dealership economics.
• Vroom: Online used-vehicle marketplace with home delivery. Niche/emerging competitor that pressures traditional dealers' used-car pricing transparency and conversion, particularly in adjacent metros.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/HeartlandChevy_
• Facebookfacebook.com/HeartlandChevyLiberty
• LinkedInlinkedin.com/company/heartland-chevrolet

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Heartland Chevrolet