What Desjardins le Groupe Automobile does

Desjardins le Groupe Automobile is a privately held, family-owned automotive dealership group headquartered in Québec, Canada, operating 25 dealership locations across the Greater Montreal and Quebec City metropolitan regions. Founded in 2002 by Jean-Luc Desjardins through the acquisition of Le Salon Ford, the group has grown almost entirely through serial acquisitions of single-rooftop dealer businesses into one of Quebec's largest multi-brand dealer networks. It represents 17 automotive brands spanning mass-market (Ford, Honda, Subaru, Volkswagen, Chevrolet, Chrysler/Dodge/Jeep/RAM/FIAT), premium (Lincoln, Acura, Cadillac), and luxury (Land Rover, Jaguar) segments, plus motorcycle brands (Yamaha, MV Agusta, Kawasaki) through Excel Motos.

The company's core products are new and used vehicle sales, on-site maintenance and repair, genuine OEM parts and accessories, and commercial fleet services. Revenue is generated transactionally through retail vehicle sales, recurring maintenance/service work, and a smaller but dedicated B2B stream via Ford Pro commercial vehicle platforms and RAM Lease. The group launched several brand- or segment-specific digital properties between 2023 and 2025 — including dedicated EV portals (Ford Électrique Québec, VW Électrique Québec), luxury model microsites (Lincoln Aviator Québec, Lincoln Corsair Québec), commercial sites (Ford Pro Québec/Montréal, RAM Lease), and an online Subaru accessories store — but the underlying technology stack consists of conventional third-party tools (Google Analytics, Google Ads, Meta Pixel) with no disclosed proprietary platform, AI capabilities, or differentiated digital product.

The go-to-market motion is direct-to-consumer through 25 physical rooftops, each with its own sales, service, and parts departments. Customer segments are individual retail consumers in Greater Montreal and Quebec City (primary) and commercial fleet/business clients (secondary). Pricing is negotiated per dealership based on manufacturer MSRP and is not publicly disclosed at the group level; commercial fleet pricing is bespoke per client. The company is independently owned by Jean-Luc Desjardins (Président-Directeur Général), is not affiliated with the Desjardins financial cooperative despite the shared surname, and has no disclosed venture capital, private equity, or public shareholders — growth has been financed through operational cash flow and conventional lending.

Name

Desjardins le Groupe Automobile

Legal name

Groupe Automobile Desjardins

Website

https://desjardinsgroupeauto.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Desjardins le Groupe Automobile is a privately held Quebec-based automotive dealership group operating 25 multi-brand retail and service locations across Greater Montreal and Quebec City, serving individual consumers and commercial fleet clients since 2002.

Ownership category

akta.pro rank

Product category

Automotive Dealership Services

NAICS

New Car Dealers (44111), Used Car Dealers (441120), Automotive Parts and Accessories Retailers (441330)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Auto & Vehicle Leasing (Personal Use) (FSAKANAA)

Keywords

• Automotive dealership network
• New vehicle sales
• Used vehicle sales
• Commercial fleet leasing
• Vehicle maintenance services

Headquarters

HQ city

Québec, Quebec

HQ country

Canada

HQ region

North America

Offices25 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New and used vehicle sales: Sale of new vehicles under franchise agreements with major automotive manufacturers (Ford, Honda, Subaru, Volkswagen, Land Rover, Jaguar, Chrysler, Dodge, Jeep, RAM, FIAT, Chevrolet, Buick, GMC, Cadillac, Acura, Lincoln) and used vehicles across 25 dealership locations in Greater Montreal and Quebec City regions.
2. Maintenance and repair services: Vehicle maintenance and repair services offered at all 25 dealership locations, including on-site service departments with dedicated technicians for each brand.
3. Commercial fleet and leasing services: Fleet vehicle leasing and sales, commercial vehicle financing, interior customization, and dedicated after-sales service for commercial/business clients through specialized commercial departments at Ford and RAM dealerships.
4. Parts and accessories sales: Sale of genuine OEM parts and accessories, including the Subaru Accessoires online store operated by Desjardins Subaru.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Desjardins le Groupe Automobile operates a multi-brand automotive dealership network of 25 dealerships representing 17 brands across the Greater Montreal and Quebec City regions. The group sells new and pre-owned vehicles under franchise agreements with major manufacturers (Ford, Honda, Subaru, Volkswagen, Land Rover, Jaguar, Chrysler, Dodge, Jeep, RAM, FIAT, Chevrolet, Buick, GMC, Cadillac, Acura, Lincoln), and provides on-site maintenance, repair, OEM parts, accessories, and commercial fleet leasing services through dedicated brand departments.

Product overview

Desjardins le Groupe Automobile is a Quebec-based automotive dealership network operating 25 dealerships under 17 automotive brands across the Greater Montreal and Quebec City regions. The company offers a comprehensive portfolio of products and services centered around new and used vehicle sales, vehicle maintenance and repair, and commercial fleet services. The core offerings include multi-brand dealership operations (Ford, Lincoln, Subaru, Volkswagen, Land Rover, Jaguar, Chrysler, Dodge, Jeep, RAM, FIAT, Honda, Chevrolet, Buick, GMC, Cadillac, Acura) complemented by specialized digital platforms for electric vehicles (Ford Électrique Québec, VW Électrique Québec), luxury vehicles (Lincoln Aviator Québec, Lincoln Corsair Québec), commercial services (Ford Pro, RAM Lease), and genuine parts/accessories (Accessoires Subaru). The network was founded in 2002 and has grown through strategic acquisitions to become one of Quebec's largest automotive dealership groups.

Differentiator

Problem solved

Functional benefit

Brands

• Ford Pro: Commercial vehicle and truck sales and services under Ford, including Ford F-150, Raptor, Ranger, F-250, F-650/F-750, Transit vans. Offers financing, maintenance, and dedicated commercial services team.
• Desjardins Auto Collection
• Accessoires Subaru

Products and services

• New Vehicle Sales Sale of new vehicles across franchise agreements with 17 automotive manufacturers (Ford, Lincoln, Subaru, Volkswagen, Land Rover, Jaguar, Chrysler, Dodge, Jeep, RAM, FIAT, Honda, Chevrolet, Buick, GMC, Cadillac, Acura) through 25 dealership locations. Targeted at individual retail consumers and commercial fleet buyers in the Greater Montreal and Quebec City regions.
• Used Vehicle Sales Sale of pre-owned vehicles across all 25 dealership locations, serving individual consumers in the Greater Montreal and Quebec City regions under each brand banner.
• Vehicle Maintenance and Repair Services Professional vehicle maintenance and repair services delivered at on-site service departments within each of the 25 dealerships, with dedicated brand-trained technicians. Available to vehicle owners in the Greater Montreal and Quebec City regions.
• Commercial Fleet and Leasing Services Fleet vehicle leasing and sales, commercial vehicle financing, interior customization/upfitting, and dedicated after-sales maintenance for business clients through specialized commercial departments at Ford and RAM dealerships across the Quebec and Montreal regions.
• Ford Pro Commercial Services Dedicated commercial vehicle sales and services platform providing the complete Ford commercial truck and van lineup (F-150, Raptor, Ranger, F-250, F-650/F-750, Transit) with dedicated financing and on-site maintenance services. Targeted at commercial clients and fleet operators in the Quebec region.
• RAM Commercial Leasing Commercial vehicle leasing program offering tailored leasing solutions for commercial vehicle needs through the RAM lineup, served by S&H Leasing within the group. Targeted at businesses needing flexible commercial vehicle acquisition.
• Genuine Parts and Accessories Sales Sale of genuine OEM parts and accessories for vehicles sold across the dealership network, including the online Subarimag genuine accessory sales portal operated by Desjardins Subaru (accessoires.desjardinssubaru.com). Targeted at vehicle owners in the Quebec market seeking authentic replacement parts and customization accessories.

Quantifiable outcome

• Top 3 Ford dealership in Canada and top 10 Ford dealership in North America (Desjardins Auto Collection, Quebec City)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Nine partnerships are on record, tiered core and secondary.

• Ford Motor CompanycoreStrategic or Co-development PartnerThe group operates multiple Ford dealerships (Desjardins Auto Collection, Desjardins Ford Ste-Foy, L'Ange-Gardien Ford, Desjardins Ford St-Laurent, Chartrand Ford, Desjardins 440 Ford Laval) representing one of the largest Ford dealership networks in Quebec. The group also operates Ford Pro commercial vehicle services at two locations (Quebec and Montreal).
• Lincoln Motor CompanycoreStrategic or Co-development PartnerThe group operates Desjardins 440 Lincoln Laval and Desjardins Lincoln dealerships, representing the Lincoln luxury brand in Quebec. The January 2025 acquisition of 440 Ford Lincoln brought Lincoln representation under the group.
• Honda Motor Co.coreStrategic or Co-development PartnerThe group operates multiple Honda dealerships (Honda Charlesbourg, St-Constant Honda, Desjardins Honda Châteauguay, Excel Honda, Vaudreuil Honda) as well as the acquired Samatas Group Honda locations (including Encore Honda), making it one of the largest Honda dealership groups in Canada.
• Subaru CorporationcoreStrategic or Co-development PartnerThe group operates Desjardins Subaru in Quebec City and Subaru-Montréal (acquired October 2024), providing representation of the Subaru brand in both major Quebec metropolitan markets.
• Volkswagen GroupsecondaryStrategic or Co-development PartnerThe group operates L'Ange-Gardien Volkswagen and Desjardins Volkswagen dealerships, representing two Volkswagen locations in the Quebec City region.
• Jaguar Land RovercoreStrategic or Co-development PartnerThe group operates Land Rover de Québec and Land Rover Brossard (acquired October 2025), as well as Jaguar Land Rover Quebec (the Jaguar brand is also represented at the Quebec City location), making Land Rover a key luxury brand partnership.
• Stellantis (Chrysler, Dodge, Jeep, RAM, FIAT)secondaryStrategic or Co-development PartnerThe group represents multiple Stellantis brands including Longue Pointe Chrysler, Champlain Dodge Chrysler Jeep, and RAM commercial services through ramlease.ca, covering the Chrysler, Dodge, Jeep, RAM, and FIAT brands.
• General Motors (Chevrolet, Buick, GMC, Cadillac)secondaryStrategic or Co-development PartnerThe group represents Chevrolet (Desjardins Chevrolet Lévis) and Cadillac (Desjardins Cadillac), with additional GM brands potentially covered through acquired Samatas Group locations.
• Acura (Honda Motor Co. subsidiary)secondaryStrategic or Co-development PartnerThe group operates Desjardins Acura in Montreal (acquired as Gravel Acura in 2022), representing the Acura luxury division of Honda in Quebec.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Rafih Auto Group: Quebec-based automotive dealership group representing multiple brands across the Greater Montreal area, with similar multi-franchise operations and a comparable focus on luxury and mainstream brands in the same geographic market.

Broad incumbents

• AutoNation: Major U.S. automotive retailer with 200+ franchised dealerships across multiple brands, comparable used vehicle, parts, service, and finance businesses; a benchmark for large-scale multi-brand retail economics.
• Group 1 Automotive: U.S./U.K.-based franchised automotive retailer with comparable multi-brand strategy (Toyota, Honda, Ford, BMW, luxury OEMs) and similar parts/service and F&I revenue mix.
• Hendrick Automotive Group: Largest privately held U.S. automotive dealer group with 90+ franchises across mainstream and luxury brands; comparable scale of multi-OEM retail operations and luxury brand concentration.
• Lithia Motors: Largest U.S. automotive retailer, operating hundreds of franchised dealerships across mainstream and luxury brands with strong commercial fleet and digital retail capabilities; comparable multi-OEM franchised model and acquisition-led growth strategy.
• The Suburban Collection: Large privately held U.S. automotive dealership group with diversified brand portfolio across mainstream and luxury OEMs; comparable in size of multi-brand operation and family/private ownership structure.
• Holman Automotive: Large privately held North American automotive group with franchised dealerships, fleet leasing, and parts/service operations across multiple brands; comparable end-to-end retail, commercial fleet, and luxury brand portfolio mix.
• Asbury Automotive Group: U.S. franchised automotive retailer with multi-brand stores and a growing Clicklane digital retail platform; comparable in OEM franchise portfolio breadth and acquisition-driven expansion history.

Direct peers

• AutoCanada Inc. Public Canadian multi-brand automotive dealership group operating franchised new and used vehicle dealerships across Canada, with comparable OEM franchises (Honda, Ford, Volkswagen, Stellantis), parts/service operations, and a similar M&A-driven growth model.
• Dilawri Group: Privately held Canadian automotive dealership group operating multiple OEM franchises across Ontario, Quebec, and Western Canada, with a comparable mix of mainstream and luxury brands (Audi, Mercedes-Benz, BMW, Honda) and similar commercial fleet offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/DesjardinsAutocollectionFord
• LinkedInlinkedin.com/company/desjardins-le-groupe-automobile

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries17 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 Desjardins le Groupe Automobile