Boucher Imports

What Boucher Imports does

Boucher Imports, doing business as Boucher Auto Group, is a family-owned automotive dealership network founded in 1960 in southeastern Wisconsin. The company operates 31 dealership locations across the region, including Greenfield, Waukesha, Racine, Janesville, West Bend, Menomonee Falls, Thiensville, Kenosha, and Franklin, supported by 5 body shop locations. Its core business is the retail sale of new vehicles through 29 franchises representing 16 brands (Buick, Cadillac, Chevrolet, Chrysler, Dodge, Ford, GMC, Genesis, Hyundai, Jeep, Kia, Lincoln, Mazda, Nissan, Ram, Volkswagen), as well as pre-owned and certified pre-owned vehicles from over 60 makes, with total inventory exceeding 5,000 units. The company is led by Gordon Boucher and has remained under family ownership across multiple generations.

The business generates revenue from four primary streams: new vehicle sales, used vehicle sales (including Certified Pre-Owned and hybrid/EV inventory), service and parts (ASE-certified technicians, OEM parts, maintenance and repair), and financing and leasing through relationships with over 30 lenders, with secondary revenue from 5 collision body shop locations and a commercial/fleet sales program. Pricing is transaction-based and market-driven, with daily competitive monitoring; the company does not publicly disclose pricing. The go-to-market is sales-led through 31 physical dealerships, complemented by an online inventory search, vehicle finder service, trade-in valuation tool, and a 'we'll buy your car' program. Customer segments are primarily individual consumers (personal vehicle purchase, financing, service) and a secondary commercial/fleet buyer segment.

The competitive positioning rests on regional scale, 60+ years of brand reputation, I-CAR Gold and ASE certifications, and dense physical distribution in southeastern Wisconsin. No patents, no venture or private equity backing, no recent M&A, and no AI/ML capabilities are disclosed; the technology stack is a standard Dealer Inspire dealer website with digital customer engagement tools. Strategic signals are incremental rather than transformational: the addition of EV/hybrid inventory, a fleet commercial program, a service-financing product, and a Polly-powered auto insurance offering extend the existing retail model without altering the core dealership franchise structure.

Name

Boucher Imports

Legal name

Boucher Auto Group

Website

https://gordie.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

11–50 employees

Short description

Boucher Auto Group is a family-owned automotive dealership network operating 31 locations across southeastern Wisconsin, selling new vehicles from 16 brands (29 franchises), used vehicles, and providing service, parts, financing, and body shop services to individual consumers and fleet buyers.

Ownership category

akta.pro rank

Product category

Automotive Dealership

NAICS

Automobile Dealers (4411), Motor Vehicle and Parts Dealers (441), Used Car Dealers (44112), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Retail-Auto & Home Supply Stores (5531)

akta.pro primary industry

Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD)

akta.pro secondary industry

New & Used Auto Purchase Loans (FSAKADAA)

Keywords

• Automotive dealership
• New vehicle sales
• Used vehicle sales
• Vehicle service parts
• Auto financing leasing

Headquarters

HQ city

Greenfield

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new vehicles from 16 automotive brands including Buick, Cadillac, Chevrolet, Chrysler, Dodge, Ford, GMC, Genesis, Hyundai, Jeep, Kia, Lincoln, Mazda, Nissan, RAM, and Volkswagen. Operates 29 new-vehicle franchises.
2. Used Vehicle Sales: Sale of pre-owned and certified pre-owned vehicles. Inventory includes over 60 makes of used cars.
3. Service and Parts: Automotive service and maintenance, body shop services, and sale of OEM parts and fluids through service centers and parts centers.
4. Financing and Leasing: Vehicle financing and leasing options through relationships with over 30 lenders, providing competitive loan terms to customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Boucher Auto Group is a family-owned multi-brand automotive dealership network that sells new vehicles from 16 brands across 29 franchises and used vehicles from over 60 makes, with an inventory exceeding 5,000 units. The group also provides certified maintenance and parts service, collision/body shop repairs, and vehicle financing and leasing through relationships with over 30 lenders. Operations run through 31 physical dealership locations across southeastern Wisconsin.

Product overview

Boucher Auto Group is a family-owned automotive dealership group operating 31 dealerships across southeastern Wisconsin. The company operates as a multi-brand dealership network offering new vehicles through 29 franchises (16 brands) and used vehicles from over 60 makes. The core product portfolio consists of vehicle sales (new, certified pre-owned, and used cars, trucks, SUVs, and vans) complemented by a full suite of automotive services including maintenance and repair (brakes, batteries, tires, oil changes), collision/body shop services, and financing/leasing options. The company also specializes in hybrid/electric vehicles and commercial/fleet sales.

Differentiator

Problem solved

Functional benefit

Products and services

• New Vehicles Sale of new vehicles from 16 automotive brands (Buick, Cadillac, Chevrolet, Chrysler, Dodge, Ford, GMC, Genesis, Hyundai, Jeep, Kia, Lincoln, Mazda, Nissan, Ram, Volkswagen, and Wagoneer) through 29 new-vehicle franchises across southeastern Wisconsin. Targeted at individual consumers and fleet/commercial buyers seeking brand-new personal or work transportation.
• Used Vehicles Sale of pre-owned vehicles from over 60 makes, with an inventory of more than 5,000 vehicles including sedans, SUVs, trucks, and vans. Targeted at value-oriented individual consumers in southeastern Wisconsin shopping for affordable personal transportation.
• Certified Pre-Owned Vehicles Certified pre-owned program offering inspected and verified used cars with manufacturer-backed warranties. Targeted at buyers seeking used vehicles with additional manufacturer assurance and warranty coverage.
• Hybrid/Electric Vehicles Sale of hybrid and electric vehicles to serve demand for fuel-efficient and eco-friendly transportation. Targeted at environmentally conscious individual consumers.
• Work Trucks Specialized inventory of commercial-grade trucks designed for work and fleet applications. Targeted at commercial buyers, contractors, and fleet operators needing durable work vehicles.
• Service & Parts Automotive service centers offering maintenance and repairs including brakes, batteries, tires, and oil changes, with ASE and manufacturer-certified technicians using OEM parts and fluids. Targeted at vehicle owners requiring routine and specialized maintenance.
• Finance & Leasing Financing and leasing options facilitated through relationships with over 30 lenders, providing competitive rates and flexible terms for vehicle purchases regardless of credit history. Targeted at individual consumers and commercial buyers financing their vehicle acquisitions.
• Body Shops Collision repair and auto body services at multiple Boucher Body Shop locations, restoring vehicles to pre-accident condition using pre- and post-scan diagnostics and I-CAR Gold certified technicians. Targeted at vehicle owners needing collision and body repair.
• Commercial/Fleet Sales Dedicated commercial and fleet vehicle sales program offering specialized pricing and services for businesses needing multiple vehicles. Targeted at business owners and fleet managers acquiring work vehicles in volume.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• CarMax: Largest U.S. used vehicle retailer with stores, auctions and online channels; a direct competitor to Boucher's used vehicle operations across the 60+ makes it carries, and increasingly a competitor for finance and trade-in economics.
• Russ Darrow Group: Family-owned multi-brand dealer group headquartered in Wisconsin with new and used vehicle franchises across the Milwaukee/Madison region; the most directly comparable peer to Boucher in terms of family ownership, regional Midwest footprint and multi-brand franchise mix.
• Bergstrom Automotive: Privately held multi-brand dealer group based in Wisconsin with multiple rooftops across the Appleton, Green Bay and Fox Valley region; directly comparable to Boucher as a private Midwest multi-brand franchise dealer.

Emerging players

• Carvana: Online-first used vehicle retailer with vehicle vending machines and home delivery; competes with Boucher's used vehicle sales and trade-in business via a digital-direct model, particularly for cross-regional Wisconsin buyers.

Broad incumbents

• Asbury Automotive Group: Public franchised dealer group with Total Care Auto aftermarket products and F&I platform; comparable business model to Boucher across franchise retail, used vehicles, F&I and service, at greater national scale.
• Penske Automotive Group: Public, multi-brand franchised dealer group with premium-brand concentration; directly comparable business model to Boucher (new vehicle retail, used, F&I, service) but operates across diversified geographies including international markets.
• Sonic Automotive: Public franchised dealer group with EchoPark used vehicle standalone stores; closely comparable in core franchised retail model to Boucher, with additional used vehicle digital/standalone format competition.
• AutoNation: Largest U.S. auto retailer with hundreds of franchised dealerships across multiple brands and regions; competes with Boucher in the new and used vehicle retail, F&I and service categories, but at vastly greater national scale.
• Group 1 Automotive: Public, multi-brand franchised auto retailer with dealerships across the U.S. and U.K.; comparable to Boucher across new/used vehicle sales, F&I and aftersales service, but at significantly larger scale and geographic diversification.
• Lithia Motors: Public, multi-brand auto retailer with a large U.S. and U.K. dealership footprint and aggressive M&A strategy; directly comparable in business model (new, used, F&I, service, parts) to Boucher but operates nationally with significant capital access.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/BoucherAuto
• Facebookfacebook.com/BoucherAutomotiveGroup
• LinkedInlinkedin.com/company/boucher-imports

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries32 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 Boucher Imports