Hansel Ford Lincoln Mercury

What Hansel Ford Lincoln Mercury does

Hansel Ford is a single-location authorized Ford franchise dealership operating from 3075 Corby Ave, Santa Rosa, California, and serving individual consumers and families across Sonoma County — including Santa Rosa, Rohnert Park, Windsor, Sebastopol, and Healdsburg. With a headcount of approximately 25, the dealership runs an integrated sales-and-service model built around the new Ford lineup (F-150, Explorer, Escape, Edge, Mustang), inspected used vehicles, and certified pre-owned Ford vehicles, with financing arranged through multiple lenders.

The business has no proprietary technology platform; its underlying stack is a vendor-supplied dealer website (hanselford.com) supporting online pre-qualification, trade-in valuation, test-drive scheduling, and pre-populated customer accounts. The service and parts operation is differentiated by factory-trained, Ford-certified technicians (including EV-certified staff), genuine Motorcraft OEM parts, and a 2-year unlimited mileage parts-and-labor warranty. Service revenue is generated across oil changes ($164.95), alignments ($159.95), brake work, cabin air filters, batteries, tires, and a growing set of complimentary EV-related offerings (battery health checks, multi-point inspections, software updates) plus mobile wiper installation and complimentary pickup-and-delivery.

Revenue is split across five streams: one-time new-vehicle sales, one-time used/CPO sales, professional service fees, hardware parts sales, and financing origination transaction fees. Service pricing is publicly disclosed on the website while vehicle pricing is not. Go-to-market is direct-to-consumer through a physical showroom, dedicated phone lines for sales/service/parts, and the dealer website, with no third-party distribution or reseller relationships. Discounting is layered on the service side via tiered Wild Card Savings (10-15% off), Late Bird Service (10% off afternoon slots), and military/first responder tire programs ($80 off), while new- and used-vehicle pricing is per transaction.

Name

Hansel Ford Lincoln Mercury

Legal name

Hansel Ford

Website

https://hanselfordlm.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Hansel Ford is a single-location authorized Ford franchise dealership in Santa Rosa, California, selling new and certified pre-owned Ford vehicles and providing factory-trained service, parts, and financing to individual consumers across Sonoma County.

Ownership category

akta.pro rank

Headquarters

HQ city

Santa Rosa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Ford vehicles including F-150, Explorer, Escape, Edge, Mustang, and other Ford models from the current model-year lineup. Revenue is realized as a one-time transaction per unit sold.
2. Used and Certified Pre-Owned Vehicle Sales: Sale of inspected used vehicles and certified pre-owned (CPO) Ford vehicles. CPO vehicles undergo a thorough multi-point inspection before being offered for sale.
3. Service and Repair: Aftermarket service department providing oil changes, brake service, tire services, alignment, battery replacement, cabin air filter replacement, EV battery health checks, and general vehicle repairs. Revenue is one-time per service visit, with some recurring maintenance visits.
4. Parts Sales: Sale of genuine Ford OEM parts (Motorcraft brand) including batteries, wipers, filters, and brake components, both for customer self-install and for dealership service department use. Accompanied by a 2-year unlimited mileage warranty including labor.
5. Financing and Extended Warranty Products: Finance department arranges vehicle financing through relationships with multiple lenders, earning financing originations revenue. Extended warranty and protection products are also offered as part of the vehicle purchase transaction.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Hansel Ford is an authorized Ford franchise dealership that sells new Ford vehicles (F-150, Explorer, Escape, Edge, Mustang), used vehicles, and certified pre-owned vehicles, alongside a service department performing factory-trained maintenance and repairs, a parts counter selling genuine Motorcraft OEM parts, and a finance department arranging consumer vehicle financing through multiple lenders. Service offerings include oil changes, brake service, alignments, tire sales and installation, EV battery health checks, EV multi-point inspections, EV software and system checks, and complimentary warning-light code reads, with service pickup and delivery available.

Product overview

Hansel Ford is a traditional car dealership offering a unified sales and service model. The core offerings include new Ford vehicles (F-150 trucks, Explorer and Escape SUVs, Mustang sports cars), used vehicles, and certified pre-owned vehicles—all available for purchase through their sales department. Supporting services include vehicle maintenance and repair (oil changes, brake service, alignments), specialized EV services (battery health checks, software updates), and financing solutions. The dealership also provides various service specials and discount programs for routine maintenance and parts. There is no platform-plus-modules architecture; the offering is a single integrated dealership model combining vehicle sales with service, parts, and financial services.

Differentiator

Problem solved

Functional benefit

Products and services

• New Ford Vehicles Sale of new Ford vehicles including the F-150 truck, Explorer and Escape SUVs, Edge, and Mustang performance car, available to individual consumers in Sonoma County.
• Used Vehicles Pre-owned cars, trucks, and SUVs that have undergone thorough inspections and are available for purchase at the dealership.
• Certified Pre-Owned Ford Vehicles Certified pre-owned Ford vehicles meeting rigorous multi-point inspection standards before being placed on the lot.
• Vehicle Service and Maintenance Factory-trained technician services including oil changes, tire rotations, brake service, alignments, tire sales and installation, battery replacement, and complex diagnostics using genuine Ford parts.
• EV Service Specialized electric vehicle services including complimentary battery health assessment, EV multi-point inspection, and software/system update verification performed by certified EV technicians.
• Consumer Vehicle Financing Flexible consumer financing arranged through relationships with multiple lenders, including online pre-qualification, trade-in appraisal, and extended warranty/protection product offerings as part of the vehicle purchase transaction.
• Motorcraft OEM Parts Sale of genuine Ford Motorcraft OEM parts including batteries, wipers, cabin air filters, and brake components for customer self-install or dealership service use, backed by a 2-year unlimited mileage warranty including labor.
• Tire Guarantee Program Tire purchasing program featuring 15 major brands (Goodyear, Michelin, BFGoodrich, Continental, General, Pirelli, Hankook, Bridgestone, Falken, Toyo and others), a 30-day price guarantee, and coverage for all makes and models with installation available.
• Mobile Wiper Installation Service Mobile service appointment for installation of up to 2 front Motorcraft wipers on any Ford vehicle, priced at $39.98 with the technician traveling to the customer's location.
• Complimentary Service Pickup and Delivery Complimentary pickup and delivery of the customer's vehicle for service, scheduled via phone.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Emerging players

• Vroom: Online used-car retailer offering home delivery and financing across the U.S. Comparable as an emerging player in e-commerce used vehicle sales competing with traditional dealers' used-car operations.
• Carvana: Pure-play online used-vehicle retailer with vehicle vending machines and home delivery, including in California. Comparable as an emerging player disrupting the traditional used-car retail model that Hansel Ford's used-car operations compete against.

Broad incumbents

• Lithia Motors: One of the largest U.S. automotive dealership groups with stores nationwide including Ford franchises, plus a growing digital retail platform (Driveway). Comparable as a broad incumbent with the same new-vehicle, used, service, parts, and F&I revenue mix.
• AutoNation: Largest U.S. automotive retailer operating hundreds of franchise dealerships across many OEM brands, including Ford. Comparable as a broad incumbent in the franchise dealership model, though at vastly greater scale and geographic diversification than Hansel Ford.
• Asbury Automotive Group: U.S. automotive retailer with franchise dealerships and Clicklane digital retail. Comparable as a broad incumbent running the same sales/service/parts/financing business model at much larger scale.
• Group 1 Automotive: U.S./U.K. automotive retailer with new and used vehicle sales, service, parts, and finance operations. Comparable as a broad incumbent in the franchise auto dealership model with the same diversified revenue streams as Hansel Ford.
• Sonic Automotive: U.S. automotive retailer with franchise dealerships and EchoPark used-vehicle stores. Comparable as a broad incumbent covering new car franchises (including Ford), used vehicles, service, and F&I, with a similar revenue mix to Hansel Ford.
• Penske Automotive Group: Global automotive and commercial truck retailer with premium and franchise brands. Comparable as a broad incumbent in franchise dealership operations, though more skewed toward luxury brands than Ford mass-market.

Direct peers

• CarMax: Largest U.S. used-vehicle retailer with fixed no-haggle pricing, reconditioning centers, and financing. Comparable as a direct peer for Hansel Ford's used/CPO vehicle business, with overlapping customers and trade-in competition.

Regional players

• AutoCanada: Canada-based multi-brand automotive dealership group. Comparable in business model (franchise dealerships, service, parts, F&I) but operates primarily in Canada rather than Hansel Ford's California market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hansel-ford-lincoln-mercury

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 Hansel Ford Lincoln Mercury