What FIRMIN FORD INC does

Firmin Ford, Inc. is a privately-held, family-owned Ford franchise dealership established in 2003 and operated by the Firmin Family. The company operates from a single location at 921 East Main, Laurens, South Carolina, serving the upstate South Carolina market including Laurens, Watts Mills, Clinton, and Ora. Its business spans new Ford vehicle sales (F-Series trucks, Explorer, Expedition, Bronco, Mustang, Mach-E, Maverick, Ranger, Transit, E-Transit), pre-owned vehicle sales across multiple brands, Ford Certified Pre-Owned sales with 172-point inspection, factory-authorized service and parts operations, and vehicle financing through Ford Credit.

Revenue is generated across six streams: new vehicle sales, used vehicle sales, certified pre-owned sales, service and parts (labor plus parts markup), finance and insurance products (dealer financing markup and F&I product revenue), and participation in the Ford Rewards loyalty program. Pricing is per-vehicle with no fixed tiers; new vehicles are sold at MSRP excluding taxes/fees, used vehicles are individually priced (example range $10,220 to $30,220), and service pricing follows manufacturer specials. The go-to-market is a traditional dealership model combining a physical showroom with online inventory browsing, credit applications, trade-in valuation, and service scheduling through firminford.com, supported by Ford manufacturer marketing programs.

The underlying technology is entirely manufacturer-provided rather than proprietary: FordPass connectivity, Ford SYNC communications, FordDirect digital platform, and DealerOn website infrastructure. The dealership has 9 employees per firmographics, no public revenue disclosure, no funding history, and no parent company or holding structure. Its customer base is exclusively individual retail consumers in the upstate South Carolina trade area, with no disclosed commercial or institutional accounts.

Name

FIRMIN FORD INC

Legal name

Firmin Ford, Inc.

Website

https://firminford.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

Firmin Ford, Inc. is a privately-held, family-owned Ford franchise dealership in Laurens, South Carolina, established in 2003, selling new and used vehicles, certified pre-owned, service, parts, and financing to consumers in the upstate South Carolina market.

Ownership category

akta.pro rank

Headquarters

HQ city

Laurens

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Inventory (Supply Chain), Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. New Vehicle Sales: Sales of new Ford vehicles including F-150, F-Series trucks, SUVs, electric vehicles like Mach-E and E-Transit, and performance vehicles like Mustang. Revenue generated from MSRP pricing plus any dealer-added accessories.
2. Used Vehicle Sales: Sales of pre-owned vehicles including Ford models and select other brands (Chevrolet, GMC, Kia, Jeep, Nissan, RAM). Vehicles include various years and price points ranging from economy to luxury/truck segments.
3. Certified Pre-Owned Sales: Ford Certified Pre-Owned vehicles with 172-point inspection, CARFAX Vehicle History report, and comprehensive and powertrain limited warranties. Premium pricing over standard used vehicles.
4. Service and Parts: Automotive service department offering maintenance, repairs, tire services, and parts sales. Services include oil changes, brake service, battery replacement, and Ford Protect extended service plans. Revenue from labor and parts markup.
5. Finance and Insurance Products: Vehicle financing through Ford Credit and commercial credit applications. Dealer financing markup and F&I product revenues from extended warranties and protection packages.
6. Ford Rewards Program: Service loyalty program where members earn 10 points per $1 spent on eligible Ford Service and can redeem points for service. Dealer participates in Ford Rewards network.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Firmin Ford Inc. is an authorized Ford franchise dealership that sells new Ford vehicles, pre-owned vehicles from multiple manufacturers, and Ford Certified Pre-Owned vehicles. It operates a full-service automotive service and parts department with factory-trained technicians, and offers vehicle financing through Ford Credit and commercial credit programs. The dealership serves the upstate South Carolina region from its single location in Laurens, SC.

Product overview

Firmin Ford Inc. is a Ford franchised automobile dealership offering new Ford vehicles, used vehicles from multiple manufacturers, and Ford Certified Pre-Owned vehicles. The core product portfolio centers on vehicle sales (new, used, CPO) complemented by service and parts operations, vehicle financing through Ford Credit, and trade-in valuation tools. Key product offerings include the full Ford vehicle lineup (F-Series trucks, SUVs including Explorer and Expedition, Bronco, Mustang sports car, Mach-E electric vehicle, and commercial vans/transit), factory-authorized maintenance and repairs using Motorcraft parts, extended protection plans via Ford Protect, and the FordPass connected vehicle ecosystem with Ford Rewards loyalty program. The dealership serves the Laurens, SC area including Watts Mills, Clinton, and Ora communities.

Differentiator

Problem solved

Functional benefit

Products and services

• New Ford Vehicles Sales of brand-new Ford vehicles including F-150 and Super Duty trucks, Explorer and Expedition SUVs, Bronco and Bronco Sport, Mustang performance vehicles, Mach-E and E-Transit electric vehicles, Maverick, Ranger, and Transit models. Customers can search inventory, schedule test drives, and value trade-ins online.
• Used Vehicles Pre-owned vehicles from various manufacturers including Ford, Chevrolet, GMC, Honda, Jeep, Kia, Nissan, and RAM. Inventory spans cars, trucks, and SUVs with varying model years, mileage, and price points including vehicles under $15K.
• Ford Certified Pre-Owned Vehicles Ford CPO vehicles that pass a 172-point inspection, include a CARFAX Vehicle History report, and come with comprehensive and powertrain limited warranties. Premium certified pre-owned offering positioned above standard used vehicles.
• Vehicle Service and Maintenance Factory-trained and certified service technicians perform vehicle maintenance and repairs including oil changes, tire rotation, brake service, battery replacement, and multi-point inspections. Same-day service scheduling, Ford Pickup & Delivery concierge service, and mobile service options available.
• Ford Parts and Accessories Genuine Ford and Motorcraft parts available for purchase through parts ordering service with two-year unlimited mileage warranty including labor. Special offers on Motorcraft batteries, brake pads, and Works Package synthetic blend oil change.
• Vehicle Financing Auto financing through Ford Credit with credit application, pre-approval, credit estimator, and commercial credit application options. X-Plan pricing available for qualified customers.
• Ford Protect Extended Service Plans Extended warranty and protection plans for Ford vehicles through the Ford Protect program, providing additional coverage beyond the standard factory warranty.

Quantifiable outcome

• Ford Certified Pre-Owned vehicles include 172-point inspection and comprehensive warranties
• +1 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Ford Motor CompanycoreChannel Partner/ Reseller/ DistributorFirmin Ford Inc. is an authorized Ford franchise dealership representing Ford Motor Company. The partnership grants the dealership rights to sell new Ford vehicles, use Ford branding and marketing programs, access Ford factory warranty support, participate in Ford Credit financing programs, and utilize Ford service standards and parts distribution. The dealership operates under Ford's dealer agreement and brand standards.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• AutoNation: Largest US automotive retailer operating multiple franchised dealer groups including Ford franchises nationwide. Same vehicle retail, F&I, and service model as Firmin Ford but at dramatically larger scale with public-market discipline and multi-franchise hedging.
• CarMax: Largest US used vehicle retailer with omnichannel buying and nationwide delivery. Directly competes with Firmin Ford's used vehicle and CPO operations but at vastly larger scale, with no franchise dependency and a fixed-price no-haggle model.
• Sonic Automotive: Franchised automotive retailer with EchoPark used-vehicle standalone stores and traditional franchise dealerships. Directly comparable franchise dealer operations including Ford franchises alongside import and luxury brands, with a parallel used-car growth initiative.
• Lithia Motors: Major US franchised auto dealer group with broad Ford, Chrysler, and import brand representation. Operates the same new/used vehicle, F&I, parts, and service playbook as Firmin Ford but with national footprint, scale economics, and publicly-disclosed financials.
• Penske Automotive Group: Diversified international automotive retailer with commercial truck and franchised dealer operations. Comparable franchise dealer model with new vehicle, used, F&I, and service operations, including premium and volume brands at much larger scale.
• Group 1 Automotive: Large publicly-traded franchised automotive retailer with US and UK operations including Ford franchises. Directly comparable franchise dealer model with new vehicle sales, used, F&I, and parts/service operations across multiple brands and geographies.
• Asbury Automotive Group: Large US franchised auto retailer with operations across Sunbelt and Southeast regions including Ford franchises. Same new/used/CPO/service/parts model as Firmin Ford at scaled public-company level with multi-franchise and geographic diversification.

Emerging players

• Carvana: Online used vehicle retailer with vehicle vending machines and home delivery. Competes with Firmin Ford's used vehicle sales channel using a fully digital purchase model that bypasses the traditional dealership lot experience, particularly relevant in sub-$25K segments.

Regional players

• Holman Automotive: Family-owned automotive group with franchised dealerships and fleet services across the Mid-Atlantic and Southeast. Closely comparable family-ownership model and franchise dealership operations; same customer segments and Ford franchise exposure.
• Hendrick Automotive Group: Largest privately-held US automotive dealer group, concentrated in the Southeast US including the Carolinas. Directly comparable franchise dealer model with strong regional presence overlapping Firmin Ford's geography; competes for regional talent, inventory allocation, and service customers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/firmin-ford-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 FIRMIN FORD INC