Cherry Capital Cadillac Subaru

Name

Cherry Capital Cadillac Subaru

Legal name

Serra Traverse City

Website

https://cherrycapital.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Traverse City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Revenue generated from the sale of new vehicles, used vehicles, and certified pre-owned vehicles to retail consumers. The dealership acts as a franchised dealer for multiple OEM brands (Cadillac, Subaru, Toyota, Nissan, Hyundai, Audi, Buick, GMC, Chrysler, Dodge, Jeep, Ram, Volkswagen, Volvo).
2. Financing & Financial Services: Revenue from arranging vehicle financing for customers through partnerships with lenders and financial institutions. The dealership offers credit applications, pre-qualification, and trade-in market reports.
3. Service, Parts & Collision: Revenue from vehicle maintenance, repair, collision body and paint services, tire sales, brake and alignment services, and parts and accessories ordering.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Serra Traverse City is a multi-brand franchised automotive dealership retailing new, certified pre-owned, and used vehicles across 14 OEM brands (Audi, Buick, Cadillac, Chrysler, Dodge, GMC, Hyundai, Jeep, Nissan, Ram, Subaru, Toyota, Volkswagen, Volvo). It also provides in-house vehicle financing, trade-in and sell-to-dealer services, full-service maintenance and parts, dedicated brake and alignment service, collision body and paint repair, and a vehicle detail center for retail consumers in the northern Michigan market.

Product overview

Serra Traverse City is a multi-brand auto dealership offering new and used vehicle sales across 14 major automotive brands (Audi, Buick, Cadillac, Chrysler, Dodge, GMC, Hyundai, Jeep, Nissan, Ram, Subaru, Toyota, Volkswagen, Volvo). The dealership operates as a unified platform combining vehicle sales with complementary services including vehicle maintenance/repair, collision body and paint services, trade-in/sell programs, and financing solutions. Additional offerings include certified pre-owned vehicles, electric and hybrid vehicle options, and a detail center.

Differentiator

Problem solved

Functional benefit

Brands

• 7-Point Assurance Package: Certified pre-owned vehicle assurance program offering comprehensive inspection and warranty coverage.

Products and services

• New Vehicle Sales

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Serra Automotive NetworkcoreOthersSerra Traverse City is a member of the Serra Automotive Network, a larger automotive dealer group operating multiple dealerships. The network provides shared branding, operational infrastructure, and cross-dealership coordination.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• AutoNation: Largest US franchised auto dealer group with 200+ stores across 16 states. Operates the same franchised multi-brand retail model with attached service/parts/collision but at vastly greater scale and geographic reach.
• Lithia Motors: Public franchised dealer group with aggressive acquisition strategy and broad OEM representation. Highly comparable franchised multi-brand model, though operating at national/international scale.
• Group 1 Automotive: Large US/UK franchised dealer group with similar OEM portfolio breadth and integrated service operations. Direct comparability in revenue mix and franchise economics.
• Sonic Automotive: Public franchised dealer group with EchoPark used-car standalone stores alongside traditional franchised dealerships. Comparable multi-brand franchise model with adjacent used-vehicle retail.
• Asbury Automotive Group: Public franchised dealer group across Sun Belt and select Midwest markets. Operates franchised multi-brand dealerships with full F&I and service/parts — directly comparable business model at larger scale.
• Hendrick Automotive Group: Largest privately held US automotive dealer group with 90+ dealerships. Highly comparable franchised multi-brand model and service/parts operations; demonstrates private dealer scale outcomes.

Direct peers

• Garber Automotive Group: Multi-brand franchised dealership group operating across Michigan and the Midwest. Comparable in scale, OEM diversification, and reliance on franchised new-vehicle sales plus service/parts operations.
• Suburban Collection: Large multi-brand regional franchised dealer group in Michigan. Operates a similar OEM-broad franchise strategy under one umbrella and competes directly for the same Michigan consumer base.
• Serra Automotive (other network dealerships): Sibling dealerships within the same Serra Automotive Network parent. Operate under the same multi-brand franchised model, shared branding, and group-level back office — directly comparable in business model and OEM mix.

Emerging players

• CarMax: Largest US used-vehicle retailer with a no-haggle model. Differentiates on used-vehicle focus and online lead conversion but competes for the same Traverse City used-car demand via Serra Price Point.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@SerraTraverseCity
• Facebookfacebook.com/serraoftraversecity
• Instagraminstagram.com/serratraversecity/?hl=en
• TikToktiktok.com/@serraoftraversecity
• LinkedInlinkedin.com/company/cherry-capital-cadillac-subaru

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries14 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 Cherry Capital Cadillac Subaru