Alfa Romeo of Marietta

What Alfa Romeo of Marietta does

Alfa Romeo of Marietta is a privately held, single-point franchised automobile dealership located at 681 Cobb Parkway South in Marietta, Georgia, operating since 1994 (previously under the name Schmelz Fiat). It is an authorized dealer of Alfa Romeo vehicles under a franchise agreement with FCA US LLC (Stellantis), selling the brand's three core models—the Giulia sport sedan, Stelvio SUV, and Tonale compact SUV—alongside a curated pre-owned inventory of other luxury marques including BMW, Mercedes-Benz, Porsche, Audi, Lamborghini, and Land Rover. The dealership also operates a certified service center, parts department, and finance center under one roof, and has extended its service capability to include exotic and European auto repair for brands such as Aston Martin, Bentley, Ferrari, Lamborghini, Porsche, and Rolls-Royce.

The business model combines transactional revenue from new and pre-owned vehicle sales (one-time purchases), recurring service and parts revenue, and finance reserve income from arranging financing through Stellantis Financial Services and other lenders. Standard dealer documentation and preparation fees total approximately $1,993-$2,375 per vehicle. The go-to-market is traditional retail showroom supplemented by a digital front end—website inventory search, online finance application, trade-in valuation, and service scheduling—with marketing primarily through organic SEO, blog content, and promotional specials. Technology dependencies are modest: standard dealership website capabilities plus third-party analytics tools (Microsoft Clarity, Foureyes) for behavioral tracking. The dealership has approximately 8 employees and serves the greater Atlanta metropolitan area including Marietta, Kennesaw, Smyrna, Dunwoody, Sandy Springs, Roswell, Alpharetta, and Woodstock, Georgia.

Name

Alfa Romeo of Marietta

Legal name

Alfa Romeo of Marietta

Website

https://alfaromeomarietta.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Alfa Romeo of Marietta is a privately held, single-location franchised Alfa Romeo dealership in Marietta, Georgia, selling new and pre-owned luxury vehicles and providing certified service, parts, and financing to consumers in the greater Atlanta metropolitan area.

Ownership category

akta.pro rank

Headquarters

HQ city

Marietta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new Alfa Romeo vehicles including Giulia, Stelvio, and Tonale models. Revenue generated from MSRP plus dealer-installed options and dealer fees.
2. Pre-Owned Vehicle Sales: Sales of certified pre-owned and used vehicles including Alfa Romeo and luxury brands (BMW, Mercedes-Benz, Porsche, Lamborghini, etc.)
3. Service and Parts: Maintenance, repairs, and genuine OEM parts and accessories sales. Certified technicians provide routine maintenance to complex repairs.
4. Financing and Insurance Products: Finance reserve income from arranging vehicle financing through lenders. May include extended warranties, GAP coverage, and aftermarket products.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Alfa Romeo of Marietta is a franchised Alfa Romeo dealership that sells new Alfa Romeo vehicles (Giulia, Stelvio, Tonale), certified pre-owned and used luxury vehicles, and provides factory-certified maintenance, repair, OEM parts and accessories, plus auto financing and lease arrangements. The dealership also services exotic and European vehicles including Aston Martin, Bentley, Ferrari, Lamborghini, Porsche, and Rolls-Royce under a separate specialty service offering.

Product overview

Alfa Romeo of Marietta is a premier Alfa Romeo franchise dealership offering a curated portfolio of luxury vehicles and comprehensive automotive services. The product lineup centers on three Alfa Romeo models—the Giulia sport sedan, Stelvio SUV, and Tonale compact SUV—alongside a selection of certified pre-owned and used luxury vehicles from multiple brands. The dealership operates on a unified platform architecture providing vehicle sales, financing, service, and parts under one roof. Core vehicle products include high-performance variants like the Giulia Quadrifoglio with 505 hp, supported by technology features such as the DNA Pro Drive Mode Selector and Q4 all-wheel-drive system. Supporting services include vehicle financing through Stellantis Financial Services, factory-certified maintenance and repairs, and genuine OEM parts and accessories. The dealership also services exotic and European vehicles beyond the Alfa Romeo brand.

Differentiator

Problem solved

Functional benefit

Products and services

• New Alfa Romeo Giulia

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

One partnership is on record.

• FCA US LLC (Stellantis)coreOEM/ Whitelabel/ Licensing PartnerAuthorized franchise dealer of Alfa Romeo brand products and services. Operates under licensing and brand standards from FCA US LLC (now part of Stellantis). Receives new vehicle allocations, access to factory warranty support, genuine parts supply, and brand marketing support.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Hendrick Automotive Group: Largest privately held dealer group in the U.S., with extensive luxury franchise operations including premium import rooftops. Comparable in luxury franchised retailing with deep Southeast presence that overlaps Alfa Romeo of Marietta's geography.
• Group 1 Automotive: Large U.S. automotive retailer with hundreds of franchises across luxury and mass-market brands, including multiple luxury rooftops in the Atlanta metro. Comparable as a multi-brand dealer operator but at vastly greater scale and with much broader brand exposure than Alfa Romeo of Marietta.
• Asbury Automotive Group: U.S. franchised dealer group with significant luxury brand representation and F&I product capabilities. Operates the same dealership model as Alfa Romeo of Marietta but across many rooftops and brands, providing useful benchmarks for luxury dealership economics.
• AutoNation: Largest U.S. automotive retailer with ~250 franchises and a large used-vehicle operation. Directly comparable retail model but at a national scale that dwarfs a single-store independent.
• Penske Automotive Group: Global premium and luxury automotive retailer, with a heavy concentration in luxury franchises (Mercedes-Benz, BMW, Audi, Porsche, Bentley, Lamborghini). Comparable in luxury franchised retailing and in operating high-end European brand service.
• Sonic Automotive: Major franchised dealer group with EchoPark used-vehicle stores and a large luxury franchise portfolio, headquartered in Charlotte, NC. Comparable in core new-vehicle franchise retailing model but with materially larger scale and brand diversification.

Emerging players

• CarMax: National used-vehicle retailer with adjacent used-car financing and extended warranty offerings. Comparable on the pre-owned and F&I revenue streams but competes on a national scale with a fixed-price no-haggle model.

Regional players

• Mercedes-Benz of Atlanta: Direct Mercedes-Benz franchise dealer in the Atlanta metro competing for the same affluent luxury buyers. Comparable in single-brand luxury franchised retailing with new, pre-owned, service, and parts but tied to a much higher-volume German brand.

Direct peers

• Alfa Romeo of San Diego: Another authorized Alfa Romeo franchise dealership in a different metro, operating the same Stellantis franchise model with new vehicle sales, pre-owned, service, and parts. Directly comparable on brand mix, OEM partnership, and operating model.
• Jim Ellis Alfa Romeo: Another authorized Alfa Romeo franchise dealer operating the same Stellantis franchise model with new vehicle sales, certified pre-owned, and service. Directly comparable on brand mix, OEM relationship, and store-level operations.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/alfa-romeo-of-marietta

Revenue estimate

Valuation estimate

Number of profiles

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 Alfa Romeo of Marietta