FIESTA CHEVROLET, INC.

What FIESTA CHEVROLET, INC. does

Fiesta Chevrolet, Inc. is a single-location Chevrolet franchise dealership headquartered in Edinburg, Texas, operating as part of the Bert Ogden Auto Group, a privately held multi-store Texas dealer conglomerate. The dealership sells new Chevrolet vehicles, pre-owned vehicles, and parts and service, and originates auto financing through its F&I operations. Its trade area covers the Rio Grande Valley, including Edinburg, Pharr, Weslaco, Brownsville, and Mission. The store carries an inventory of approximately 814 vehicles, suggesting a mid-to-large retail floor with a meaningful used-vehicle operation alongside the new franchise.

The dealership has invested in a digital retailing stack consisting of an online Express Checkout purchasing tool, a Gubagoo-powered AI chat assistant for lead engagement, Botdoc for remote document signing and identity verification, and reCAPTCHA for bot protection. It has also added a Work Truck Solutions platform, signaling intent to address the commercial fleet and small-business buyer segment. These tools collectively extend the sales funnel beyond the physical showroom.

The business model combines three revenue streams: dealer gross profit on new Chevrolet vehicles, front-end gross and back-end F&I income on used vehicles, and fixed-operations income from service, parts, and collision work. As a privately held franchise, Fiesta Chevrolet does not disclose standalone financials, and its results are consolidated within Bert Ogden Auto Group. Geographic scope is constrained to the Rio Grande Valley trade area, and competitive position rests on the protected Chevrolet franchise territory and the broader Bert Ogden platform.

Name

FIESTA CHEVROLET, INC.

Legal name

Fiesta Chevrolet, Inc.

Website

https://fiestachevy.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Fiesta Chevrolet, Inc. is a single-location Chevrolet franchise dealership in Edinburg, Texas, operating under Bert Ogden Auto Group and serving retail and commercial vehicle buyers across the Rio Grande Valley.

Ownership category

akta.pro rank

Headquarters

HQ city

Edinburg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: New and pre-owned Chevrolet vehicle sales including trucks, SUVs, electric vehicles, crossovers, cars, and commercial vehicles with financing options
2. Service and Parts: Chevrolet certified service center with maintenance, repairs, tires, and OEM parts sales
3. Auto Financing: Auto financing solutions and payment plans for vehicle purchases through GM Financial and other lenders

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Fiesta Chevrolet, Inc. is a franchised Chevrolet car dealership in Edinburg, Texas, operating under the Bert Ogden Auto Group. It retails new Chevrolet vehicles and pre-owned cars and trucks, operates a manufacturer-authorized service center performing maintenance and repairs, supplies GM replacement parts and accessories, and arranges vehicle financing through third-party lenders.

Product overview

Fiesta Chevrolet operates as a Chevrolet franchise dealership offering a comprehensive automotive retail platform. The core offering consists of new Chevrolet vehicle sales across five categories: Trucks (Colorado, Silverado 1500, Silverado 2500 HD, Silverado 3500 HD, Silverado 3500 Chassis Cab), Electric Vehicles (Equinox EV, Blazer EV, Silverado EV, Bolt EV), Crossovers/SUVs (Trax, Equinox, Blazer, Trailblazer, Traverse, Tahoe, Suburban), Performance Cars (Corvette, Corvette E-Ray, Corvette ZR1, Corvette Z06), and Commercial vehicles (Express series, Low Cab Forward, Silverado 4500/5500/6500 HD, BrightDrop). The dealer supplementally offers certified pre-owned vehicles, a service center with certified technicians, OEM parts and accessories sales with online ordering, auto financing solutions, and an online Express Checkout tool for remote vehicle purchases.

Differentiator

Problem solved

Functional benefit

Products and services

• New Chevrolet vehicles Retail sale of new, factory-fresh Chevrolet cars, trucks, and SUVs to individual consumers and small-business buyers. Includes manufacturer warranty and access to the on-site service department.
• Pre-owned vehicle sales Sale of used and previously owned Chevrolet and other-make vehicles to retail consumers, including trade-in acceptance and pricing against market comps.
• Authorized Chevrolet service and repair Maintenance and repair services for Chevrolet vehicles, including warranty work, performed using OEM procedures and diagnostics.
• GM parts and accessories Retail counter and wholesale supply of genuine GM replacement parts and accessories for Chevrolet owners and independent repair shops.
• Vehicle financing arrangement Dealer-arranged auto loans and finance placement through third-party lenders, including support with credit applications and loan structuring at the point of sale.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Partnerships

One partnership is on record.

• Bert Ogden Auto GroupcoreStrategic or Co-development PartnerFiesta Chevrolet is a proud member of the Bert Ogden Auto Group, which has served Rio Grande Valley drivers for years. Bert Ogden Auto Group owns and operates multiple dealerships in the Rio Grande Valley region, providing centralized business operations, shared brand equity, and regional market presence.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Classic Chevrolet: Independent Chevrolet franchise dealer with similar full-line new/used inventory, certified service, and F&I operation. Most direct single-rooftop comparable on Chevrolet franchise economics, marketing tactics, and customer mix.

Broad incumbents

• Lithia Motors: Largest US auto retailer by store count and the most aggressive consolidator of franchised dealerships. Same business model as Fiesta Chevrolet (franchise retail, service, F&I) but with national reach and centralized digital retail infrastructure.
• Group 1 Automotive: Public multi-brand franchised dealer group with hundreds of stores in the US and UK. Direct comparison to Fiesta Chevrolet on the new-vehicle franchise model, service/parts operations, and F&I attach economics.
• AutoNation: Largest US franchised auto retailer, operating hundreds of new- and used-vehicle rooftops with in-house F&I, service, and parts. Comparable as a multi-brand franchise dealer competing in the same new-car retail model, though at vastly greater scale and geographic breadth than Fiesta Chevrolet.
• Sonic Automotive: Public franchised dealer group with EchoPark used-vehicle stores alongside new-car franchises. Comparable business model in new vehicle retail, service, and parts; EchoPark segment is a direct competitive overlap for Fiesta's certified pre-owned operation.

Emerging players

• Carvana: Leading online-only used-vehicle retailer pioneering home delivery and vending-machine pickup. Competes with Fiesta Chevrolet's Express Checkout and certified pre-owned unit by capturing purely digital used-vehicle buyers in Texas and beyond.
• CarMax: Largest US used-vehicle retailer with a national store footprint and digital retail platform. Direct overlap with Fiesta Chevrolet's pre-owned sales and trade-in operations and a competitive threat in capturing online used-car demand.
• Vroom: Online used-car retailer with national fulfillment network. Competes for online used-vehicle demand and threatens to disintermediate the trade-in / pre-owned side of the Fiesta Chevrolet business model.

Others

• Bert Ogden Auto Group: Parent company of Fiesta Chevrolet and operator of multiple franchise rooftops across the Rio Grande Valley. While not a direct peer, its sister-store portfolio represents the most comparable operating model and capital allocation benchmark for this entity.

Regional players

• AutoCanada: Public franchised dealer group operating primarily in Canada and the US, including Texas. Comparable business model (franchise retail, F&I, service, parts) and useful benchmark for dealership-level margin and capital structure, though operating in a different regulatory/regulatory regime.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fiesta-chevrolet-inc.

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 FIESTA CHEVROLET, INC.