Auto Primo
Auto Primo is a privately-held Laval, Quebec used-vehicle dealership operating since 2000, selling approximately 220 pre-owned cars, SUVs, trucks, and luxury vehicles per year to retail consumers across the Greater Montreal area, with financing offered through SRP Finance.
- Company typePrivate
- Founded2000
- HeadquartersLaval, Canada
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Auto Primo does
Auto Primo is a privately-held, single-location used vehicle dealership operating from 2032 Boulevard Curé-Labelle in Laval, Quebec, approximately 10 minutes from downtown Montreal. Founded circa 2000 and operating for over 30 years, the dealership sells a high-volume pre-owned inventory of approximately 220 vehicles spanning economy to ultra-luxury (priced from under $10,000 to over $350,000, including brands such as Toyota, Hyundai, Lexus, Kia, Audi, BMW, Porsche, and Rolls Royce). The dealership reports more than 1,200 satisfied clients annually and segments its inventory across cars, SUVs, trucks, minivans, convertibles, and electric/hybrid vehicles.
The technology footprint is a standard dealer website platform (built and operated by D2C Media) providing inventory search, vehicle detail pages, a financing calculator, lead capture forms, and appointment scheduling. There are no proprietary technology platforms, no APIs, no mobile apps, and no disclosed AI/ML capabilities. Back-office operations rely on a 28-person team for sales, inspection, and customer service, supplemented by a small number of identified partners.
The business model is dual-stream: primary revenue is one-time vehicle sales on individually priced inventory, and secondary revenue is transaction-based financing fees earned through a core partnership with SRP Finance (advertised as 99% approved guaranteed financing at 6.99% across 48-96 month terms). The go-to-market is direct-to-consumer and sales-led, executed through the physical dealership supplemented by online browsing, express request forms, Facebook promotions, and mystery rebate campaigns. The customer base is broadly distributed across individual consumer budgets, with no enterprise or B2B channel disclosed.
Auto Primo firmographics
Firmographics- Name
- Auto Primo
- Legal name
- Auto Primo
- Website
- https://auto-primo.ca
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Auto Primo is a privately-held Laval, Quebec used-vehicle dealership operating since 2000, selling approximately 220 pre-owned cars, SUVs, trucks, and luxury vehicles per year to retail consumers across the Greater Montreal area, with financing offered through SRP Finance.
- Ownership category
- akta.pro rank
Where Auto Primo is headquartered
LocationHeadquarters
- HQ city
- Laval
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Auto Primo business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Vehicle Sales: Primary revenue stream from the sale of used vehicles. The dealership offers approximately 220 pre-owned vehicles including cars, SUVs, trucks, minivans, electric, and hybrid vehicles. Prices range from under $10,000 to luxury vehicles exceeding $350,000.
- Financing Services: Financing services through partner lenders help customers purchase vehicles. The dealership promotes guaranteed approval (99% approved) financing options, suggesting they earn commissions or fees from financing arrangements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Used vehicles priced individually from under $10,000 to luxury vehicles over $350,000 |
| Transaction based/ take rate | Monthly | Financing available through partner lenders with various term options |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
Auto Primo product offering
Product offeringCore offering
Auto Primo is a high-volume pre-owned vehicle dealership operating from a single physical location in Laval, Quebec. The company sells approximately 220 used vehicles including cars, SUVs, trucks, minivans, electric, and hybrid vehicles, with prices ranging from under $10,000 to luxury vehicles exceeding $350,000. The core offering is supplemented by in-house financing through partner lenders (advertised 99% approval), trade-in evaluations, vehicle inspections, free Carfax history reports, and test drive scheduling.
Product overview
Auto Primo is a high-volume pre-owned vehicle dealership operating in Montreal and Laval, Quebec. The company operates a single-location dealership model offering approximately 220-221 pre-owned vehicles across multiple brands including Toyota, Lexus, Audi, BMW, Mercedes-Benz, Hyundai, Kia, Porsche, and others. The product portfolio consists of a core used vehicle sales operation supplemented by financing services, vehicle inspection/cleaning services, trade-in evaluations, Carfax vehicle history reports, and test drive scheduling. The company accepts both traditional payment methods and cryptocurrency. Auto Primo is part of the AutoAubaine dealer network and has been in operation for over 30 years, serving over 1,200 satisfied clients annually.
Differentiator
Problem solved
Functional benefit
Products and services
- Used Vehicle Sales
- Vehicle Financing
- Trade-in Evaluation
- Vehicle History Reports (Carfax)
- Cryptocurrency Payment Acceptance
Companies that use Auto Primo
Customer profileSegments1 record
Ideal customer profiles1 record
Auto Primo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Auto Primo partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- AutoAubaineminorAuto Primo is a member of the AutoAubaine network, which appears to be a car dealership network or marketplace. This partnership provides visibility through the AutoAubaine platform and association with their network of dealers.
- CarfaxcoreCarfax provides vehicle history reports that Auto Primo offers free to customers. This partnership enables transparency and trust in vehicle condition and history for customers considering purchases.
- D2C MediacoreD2C Media is the website provider and developer for Auto Primo's dealer website platform (copyright 2000-2026). They provide the website infrastructure, inventory management system, and lead capture forms.
Scale indicators4 records
Recent moves5 records
Expansion highlights3 records
Auto Primo competitors and assessment
Company assessmentDirect peers
- AutoAubaine: Quebec dealer network and marketplace of which Auto Primo is a member; comparable dealer network that aggregates used-car inventory and competes for the same online lead flow in Quebec.
- HGrégoire: Largest independent used-car dealer group in Quebec with multiple Greater Montreal locations; directly competes with Auto Primo for the same regional pre-owned vehicle buyer across economy and luxury segments.
- Dupont & Dupont: Established Quebec-based used car dealership group serving the Greater Montreal area with multi-brand pre-owned inventory; competes head-to-head with Auto Primo's Laval catchment on selection and financing.
Others
- Carfax Canada: Vehicle history report provider and core Auto Primo partner (free Carfax reports); comparable as an enabling ecosystem participant that powers Auto Primo's trust/differentiation layer and is also sold to competing dealers.
- SRP Finance: Auto financing partner that powers Auto Primo's '99% Approved' offering; comparable as a financing ecosystem counterpart whose terms, approvals, and credit appetite directly shape Auto Primo's revenue and customer mix.
Broad incumbents
- Kijiji Autos: Major Canadian classifieds platform with a large used-vehicle vertical in Quebec; comparable because it is a primary discovery channel for the same low-to-mid-budget buyer pool Auto Primo serves.
- AutoTrader.ca: Canada's largest online used-vehicle marketplace; comparable to Auto Primo because it captures the upstream research/shopping intent that Auto Primo's website must convert in the Laval/Montreal market.
- CarGurus: Leading online used-car marketplace in Canada with dealer lead-generation tools; competes for the same Laval/Montreal buyer leads that Auto Primo targets through its own website and Facebook channels.
Regional players
- Spinelli: Quebec-based multi-brand automotive dealership group with new and used vehicle operations; competes with Auto Primo in the Greater Montreal used-car market from a broader OEM franchise base.
- Auto123.com: Canadian auto marketplace and editorial site focused on pricing, specs, and dealer listings; comparable to Auto Primo as a regional discovery channel for new and used vehicle shoppers in Quebec.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Auto Primo social profiles
Digital presenceAuto Primo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Auto Primo leadership team
Management profileNumber of profiles
Profiles1 record
Auto Primo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Auto Primo 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 Auto Primo
What does Auto Primo do?
Auto Primo is a high-volume pre-owned vehicle dealership operating from a single physical location in Laval, Quebec. The company sells approximately 220 used vehicles including cars, SUVs, trucks, minivans, electric, and hybrid vehicles, with prices ranging from under $10,000 to luxury vehicles exceeding $350,000. The core offering is supplemented by in-house financing through partner lenders (advertised 99% approval), trade-in evaluations, vehicle inspections, free Carfax history reports, and test drive scheduling.
Is Auto Primo a public or private company?
Auto Primo is a private company. It is classified as family owned and is currently operating.
When was Auto Primo founded?
Auto Primo was founded in 2000. It employs 11 to 50 people.
Where is Auto Primo based?
Auto Primo is headquartered in Laval, Canada, in the North America region.
How does Auto Primo make money?
Two revenue lines are on record. Vehicle Sales are the primary driver. The others are financing Services.
Who are Auto Primo's main competitors?
Direct peers on record are AutoAubaine, HGrégoire and Dupont & Dupont. Others are Carfax Canada and SRP Finance. Broad incumbents are Kijiji Autos, AutoTrader.ca and CarGurus. Regional players are Spinelli and Auto123.com.
Does Auto Primo have an API?
No public API is recorded for Auto Primo.