Bob Maxey Lincoln

What Bob Maxey Lincoln does

Bob Maxey Lincoln is a privately held, single-rooftop Lincoln franchise dealership headquartered at 16901 Mack Avenue in Detroit, Michigan, established in 1972 and operating continuously for over 50 years. The dealership sells new Lincoln luxury SUVs (Navigator, Aviator, Nautilus, Corsair, including hybrid variants), pre-owned vehicles across multiple brands with a Lincoln certified pre-offered subset, and operates the Lincoln Black Label premium ownership tier. It employs approximately 20 people and serves individual retail consumers across the greater Detroit metropolitan area, including Grosse Pointe, Birmingham, Warren, St. Clair Shores, Roseville, Hamtramck, and Highland Park.

The business model is a traditional direct-to-consumer franchise dealership combining unit-vehicle sales with multi-stream aftermarket economics. Revenue streams include new vehicle sales, pre-owned vehicle sales, financing arrangements routed through local and national lenders (transaction-fee/F&I income), and service and parts operations using genuine Lincoln and Motorcraft components, priced on a unit or quote basis. Adjacent revenue is generated through a certified collision center, Lincoln Mobile Service (on-location maintenance), complimentary Pickup & Delivery with loaner vehicles, and the Lincoln Access Rewards loyalty program. Distribution is omnichannel-lite: a physical showroom anchored in Detroit plus a website providing inventory search, credit applications, payment calculators, and service scheduling, with digital marketing executed through FordDirect and Google.

Name

Bob Maxey Lincoln

Legal name

Bob Maxey Lincoln

Website

https://bobmaxeylincoln.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

11–50 employees

Short description

Bob Maxey Lincoln is a privately held Lincoln franchise dealership in Detroit, Michigan, established in 1972. The 20-employee single-rooftop operation sells new and pre-owned luxury vehicles and provides financing, service, parts, collision repair, mobile service, and pickup-and-delivery to greater Detroit metro consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Detroit

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

Revenue model

1. New Vehicle Sales: Sales of new Lincoln luxury vehicles including Navigator, Aviator, Nautilus, and Corsair SUVs. Revenue generated from vehicle MSRP pricing plus dealer-added accessories.
2. Pre-Owned Vehicle Sales: Sales of certified pre-owned and used vehicles across multiple brands including Lincolns and other manufacturers. Vehicles undergo thorough inspection and reconditioning.
3. Financing Services: Auto loan packages and leasing arrangements through partnerships with local and national lenders. Personalized loan plans for customers.
4. Service and Parts: Maintenance, repairs, and genuine Lincoln parts sales. Includes oil changes, brake service, battery service, transmission service, tire care, and collision repairs.
5. Lincoln Pickup & Delivery: Complimentary pickup and delivery service for vehicles within warranty, including complimentary loaner vehicle during service period.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Bob Maxey Lincoln is an authorized Lincoln franchise dealership that sells new Lincoln luxury SUVs (Navigator, Aviator, Nautilus, Corsair), certified pre-owned and used vehicles, and provides factory custom ordering, financing through lending partners, full-service maintenance and repair, Lincoln Mobile Service, a certified collision center, and complimentary pickup and delivery. The dealership operates from a single Detroit, Michigan location and is supported by Lincoln Access Rewards and the Lincoln Way app.

Product overview

Bob Maxey Lincoln is a Lincoln franchise dealership offering a comprehensive automotive retail experience. The core offering centers on new and pre-owned luxury vehicle sales, with the new vehicle lineup featuring the Lincoln Navigator (full-size luxury SUV), Aviator (three-row midsize SUV), Nautilus (midsize luxury crossover), and Corsair (compact luxury SUV), including hybrid variants. The dealership also offers Lincoln Black Label as a premium ownership tier. Supporting the vehicle sales are module services including factory custom ordering, in-house and partnered financing, full-service maintenance and repair, mobile service capability, certified collision center services, and complimentary pickup and delivery within warranty. The ownership ecosystem is extended through the Lincoln Access Rewards loyalty program and Lincoln Way mobile application. Pre-owned inventory spans multiple brands beyond Lincoln, with certified pre-owned Lincoln vehicles available. The dealership has served the Detroit area since 1972.

Differentiator

Problem solved

Functional benefit

Products and services

• New Lincoln Vehicle Sales Sale of brand-new Lincoln luxury SUVs (Navigator, Aviator, Nautilus, Corsair), including hybrid and Black Label variants, to individual retail consumers in the Detroit metropolitan area.
• Pre-Owned Vehicle Sales Sale of certified pre-owned and used vehicles across multiple brands that have passed inspection and reconditioning, targeted at value-oriented Detroit-area buyers seeking reliable pre-owned options.
• Certified Pre-Owned Lincoln Vehicles Pre-owned Lincoln vehicles meeting Lincoln's certified standards, including comprehensive inspection and reconditioning, offered to buyers seeking near-new quality with lower pricing.
• Lincoln Black Label Premium Ownership Premium Lincoln ownership tier featuring hand-selected interior materials, unique interior themes, and exclusive membership benefits, available on select Lincoln models.
• Custom Vehicle Order Program Factory custom ordering service enabling customers to configure and order personalized Lincoln vehicles with specific options, trims, and specifications directly from the manufacturer.
• Vehicle Financing and Leasing Auto loan packages and leasing arrangements through partnerships with local and national lenders, offering credit applications, payment calculators, and personalized financing plans for vehicle purchases.
• Vehicle Service and Maintenance Full-service maintenance and repair for Lincoln and other vehicles, including oil changes, brake service, battery replacement, tire care, transmission service, and multi-point inspections, using genuine Lincoln and Motorcraft parts.
• Collision Repair Services Certified collision repair services handling minor to major damage using genuine Lincoln parts, with insurance claim assistance for vehicle owners.
• Lincoln Mobile Service On-site vehicle servicing at the customer's location (such as oil changes and brake services) performed by dealership technicians, bringing routine maintenance directly to Detroit-area customers.
• Lincoln Pickup & Delivery Complimentary vehicle pickup and delivery when service is needed, including a complimentary loaner vehicle during the service period for in-warranty customers.
• Vehicle Purchase / Trade-In Program Program enabling customers to sell their vehicles outright to the dealership or apply their value toward a purchase, supporting the trade-in and consignment-style acquisition process.

Quantifiable outcome

• 2025 Lincoln Nautilus won MotorTrend SUV of the Year

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• FordDirectcoreGTM or Marketing PartnerFordDirect provides advertising and related services for the dealership's digital presence. This includes deployment of tracking technologies on the dealership's website that collect information about visitors, as well as analytics services. The dealership's contact details and information may be shared with FordDirect for advertising purposes.
• GooglecoreTechnology or IntegrationGoogle provides web analytics (Google Analytics), advertising products (AdSense, AdWords, DoubleClick), and interest-based advertising including remarketing services. Google Analytics collects anonymous information about website visitors including IP address for website performance analysis.
• Lincoln (Ford Motor Company)coreChannel Partner/ Reseller/ DistributorAuthorized Lincoln dealership representing the Lincoln brand. Sells new Lincoln vehicles, uses Lincoln Access Rewards program, offers Lincoln Priority Service, and participates in Lincoln manufacturer specials and incentives. Also offers Lincoln Black Label premium ownership program.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Vroom: Online used-vehicle marketplace and e-commerce dealer. Competes for online used-car shoppers in the Detroit metro, applying pressure on Bob Maxey Lincoln's pre-owned digital sales funnel.
• Carvana: Online-only used-vehicle retailer with home delivery and vending-machine pickup. Represents the digital-native alternative to traditional dealer used-car sales that Bob Maxey Lincoln conducts through its website and showroom.

Broad incumbents

• AutoNation: Largest U.S. auto retailer operating hundreds of franchised dealerships across multiple brands. Comparable to Bob Maxey Lincoln as a franchised new-vehicle retailer, but at vastly greater scale and with multi-brand diversification that Bob Maxey lacks.
• Lithia Motors: Public auto retailer group operating a large network of franchised stores across the U.S. including luxury brands. Comparable business model (franchised new + used + F&I + service + parts) but at national scale versus Bob Maxey Lincoln's single Detroit point.
• CarMax: Largest U.S. used-vehicle retailer competing for the same Detroit-area pre-owned car demand that Bob Maxey Lincoln addresses with its certified pre-owned and used inventory. Different model (no new franchise) but directly competes for used-vehicle buyers and trade-ins.
• Sonic Automotive: Public dealer group with EchoPark used-vehicle stores and franchised luxury dealerships. Comparable franchise-dealer operating model, but with a multi-brand and multi-segment footprint that Bob Maxey Lincoln's Lincoln-only focus lacks.
• Asbury Automotive Group: Public franchised dealer group with a meaningful luxury mix. Operates a parallel franchise-dealer business model (new, used, F&I, service, parts) and competes for the same Detroit-area luxury demand pool.
• Group 1 Automotive: Public franchised auto retailer with significant U.S. and U.K. operations including luxury franchises. Operates the same sales + service + parts + F&I model as Bob Maxey Lincoln but across multiple brands and geographies.
• Penske Automotive Group: Diversified public dealer group with a heavy luxury-brand concentration (BMW, Mercedes-Benz, Audi, Porsche, Lexus). Competes for the same affluent luxury SUV buyer that Bob Maxey Lincoln serves in Detroit, but at enterprise scale.

Regional players

• Suburban Collection: Large Michigan-based private dealer group with multiple franchise points across Metro Detroit, including luxury brands. Most direct regional competitor to Bob Maxey Lincoln given overlapping Detroit-area luxury buyer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/bob-maxey-lincoln

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 Bob Maxey Lincoln