Marty Feldman Chevrolet

What Marty Feldman Chevrolet does

Feldman Chevrolet of Novi (doing business as Marty Feldman Chevrolet) is a privately held, authorized Chevrolet franchise dealership group headquartered at 42355 Grand River in Novi, Michigan, with five locations across the state and a combined inventory of more than 5,500 new and pre-owned vehicles. The dealership sells the full Chevrolet lineup — cars, trucks, SUVs, and electric vehicles (Blazer EV, Equinox EV, Silverado EV, Bolt EV) — alongside certified pre-owned vehicles through GM's CarBravo marketplace. Its technology stack is built on DealerOn for web/inventory, ConnectCDK for service scheduling, and GM Parts Online for parts ordering, with an integrated online buying portal (buy.feldmanchevyofnovi.com) and a custom-order portal that allow customers to complete purchases digitally, paired with an AI-assisted "Feldman Virtual Assistant" for customer inquiries.

Revenue is generated through five streams: new vehicle sales, used and certified pre-owned sales, finance and insurance products (financing, GAP coverage, extended warranties, protection plans) booked through GM Financial and Capital One, service and parts (maintenance, tires, collision repair), and trade-in acquisition. Pricing is set at MSRP for new vehicles with GM incentive overlays (e.g., 0% APR on select 2026 Silverado 1500, 3.9% APR on Equinox), monthly lease deals across multiple nameplates, and usage-based service pricing. The dealership serves primarily individual consumers in the Novi–Detroit metro area (Farmington Hills, Wixom, Plymouth, Northville), a secondary commercial/fleet segment, and an emerging EV buyer segment. Beyond retail, the dealership operates a collision center, express service, parts department, and a customer referral program, making it a full-service franchise retail operation rather than a standalone sales point.

Customer acquisition relies on a multi-channel approach: an SEO-optimized website with town-specific landing pages, GM-aligned special offers distributed via email, dedicated EV education content, and participation in GM's national Chevrolet Rewards loyalty program. The dealership is privately owned with no disclosed parent company, no institutional investor, and no M&A history. Strategic posture is that of a scaled, multi-rooftop regional dealer with defensible distribution, GM-aligned channels, and a digital-transformation effort that is largely platform-driven rather than proprietary.

Name

Marty Feldman Chevrolet

Legal name

Feldman Chevrolet of Novi

Website

https://martyfeldmanchevy.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Feldman Chevrolet of Novi (Marty Feldman Chevrolet) is a privately held, multi-rooftop Chevrolet franchise dealer group in Michigan, selling new, used, and electric Chevrolet vehicles plus service, parts, and F&I products to consumers and fleets across the Novi-Detroit metro area.

Ownership category

akta.pro rank

Headquarters

HQ city

Novi, Michigan

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Vehicle Sales - New: Sale of new Chevrolet vehicles including cars, trucks, SUVs, and electric vehicles. Revenue generated from vehicle transactions with potential for add-ons and accessories.
2. Vehicle Sales - Used: Sale of pre-owned and certified pre-owned vehicles through CarBravo platform and dealership inventory
3. Finance and Insurance Products: Financing arrangements, GAP coverage, extended warranties, and protection plans sold at point of vehicle sale
4. Service and Parts: Maintenance, repairs, tire sales, parts accessories, and collision services
5. Trade-In Vehicle Acquisition: Purchase of customer vehicles as trade-ins for resale

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Feldman Chevrolet of Novi is an authorized Chevrolet dealership franchise that sells new Chevrolet vehicles (including cars, SUVs, trucks, and electric vehicles such as the Blazer EV, Equinox EV, Silverado EV, and Bolt), pre-owned and certified pre-owned vehicles through the CarBravo platform, and supports sales with in-house financing, F&I products, an online buying platform, a service and maintenance department, a parts department, and a collision center. The dealership operates five locations across Michigan with a combined inventory of more than 5,500 new and pre-owned vehicles and self-positions as Michigan's #1 Chevy dealer.

Product overview

Feldman Chevrolet of Novi is a premier Chevrolet dealership offering a comprehensive automotive retail ecosystem built around Chevrolet's full vehicle lineup. The core offering consists of new Chevrolet vehicles, used and certified pre-owned vehicles through CarBravo, and electric vehicles including the Blazer EV, Equinox EV, Silverado EV, and Bolt. The dealership operates as a multi-channel retailer combining in-person sales and service with extensive online capabilities including virtual showrooms, custom vehicle ordering, and complete digital transaction processing. Supporting the vehicle sales are integrated service departments for maintenance and collision repair, a parts department offering genuine GM components, comprehensive financing services through GM Financial and Capital One, and Chevrolet Protection plans including EV-specific coverage. The online platform, powered by DealerOn, enables customers to browse inventory, value trades, apply for credit, and complete purchases digitally. This dealership maintains one of Michigan's largest inventories with over 5,500 vehicles across five locations, positioning itself as Michigan's #1 Chevy dealer.

Differentiator

Problem solved

Functional benefit

Products and services

• New Chevrolet Vehicles Full lineup of new Chevrolet cars, SUVs, trucks, and electric vehicles (including Blazer EV, Equinox EV, Silverado EV, Bolt EV) sold through five Michigan dealership locations.
• Used Vehicles (Pre-Owned and Certified Pre-Owned) Pre-owned vehicles, including GM-backed certified pre-owned units sold via the CarBravo platform, with selections such as vehicles under $25k and CarFax 1-owner vehicles.
• Chevrolet Electric Vehicles (EV) Dealership-supplied offering of Chevrolet electric vehicles (Blazer EV, Equinox EV, Silverado EV, Bolt) along with EV education resources and charging information.
• Online Vehicle Shopping and Buying End-to-end online buying experience allowing customers to browse inventory, configure financing or leasing, and complete vehicle purchases digitally with the option to finish in-store.
• Custom Order Your Chevy Custom factory-order service enabling customers to configure and order a Chevrolet vehicle with specific options, trims, and specifications.
• Vehicle Service and Maintenance Full-service maintenance and repair department providing oil changes, tire services, brake services, battery services, alignment, multi-point inspections, and recall services for Chevrolet vehicles, with online appointment scheduling.
• Parts Department Retail sales of genuine Chevrolet and ACDelco parts and accessories, including batteries, wiper blades, floor mats, and performance accessories, available in-store and online via GM Parts Online.
• Collision Center Collision repair and body shop service for accident-damaged Chevrolet vehicles, offering comprehensive repair capabilities.
• Finance Department (Vehicle Financing and Leasing) In-house automotive financing services including credit applications, Capital One pre-qualification, GM Financial options, payment calculators, and trade-in valuation tools supporting vehicle purchases and leases.
• Chevrolet Protection Plans Vehicle protection products sold at point of sale, including EV protection plans, EV prepaid maintenance, GAP coverage, tire and wheel protection, and prepaid maintenance packages.
• We Buy Cars (Trade-In Acquisition) Direct purchase of customer vehicles as trade-ins, providing cash offers and trade-in credit toward the purchase of a new or used vehicle from the dealership.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• General Motors (Chevrolet)coreChannel Partner/ Reseller/ DistributorAuthorized Chevrolet dealership franchise representing General Motors brand. Sells new GM vehicles, operates under GM marketing programs, and participates in GM incentive and financing programs. Access to GM Supplier Pricing program for eligible customers.
• CarBravocoreChannel Partner/ Reseller/ DistributorGM's certified pre-owned vehicle program and marketplace platform. Enables dealership to sell certified pre-owned vehicles with GM-backed quality assurance and extended warranty options.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sonic Automotive: US franchised dealer group operating EchoPark used car stores alongside new vehicle franchises. Highly relevant comparable for Feldman's parallel investment in online buying and CarBravo-style used vehicle strategy.
• AutoNation: Largest US auto retailer with hundreds of franchise stores including Chevrolet. Provides a benchmark for scaled dealer operations, digital retailing investments, and customer retention programs that Feldman competes against aspirationally.
• Lithia Motors: Massive US dealer group with aggressive acquisition strategy and growing digital retailing capabilities. Demonstrates the scale and consolidation trajectory that multi-location regional operators like Feldman either pursue or risk being acquired by.
• Group 1 Automotive: Large multi-brand US dealer group with both franchised and used vehicle operations including Chrysler/GM brands. Comparable in operating model and exposure to OEM-driven cyclicality and the EV transition.
• Penske Automotive Group: Premium-leaning diversified dealer group with franchised and commercial truck operations. Relevant comparable for premium service revenue mix, F&I attach rates, and digital retail investment benchmarks.

Emerging players

• Carvana: Online-first used vehicle retailer with home delivery and vending machine pickup. Represents the digital-native competitive threat that Feldman's online buying portal is designed to counter.
• CarMax: Largest US used car retailer with national omnichannel platform. Competes with Feldman's used vehicle and CarBravo CPO business on convenience, no-haggle pricing, and digital purchasing.

Direct peers

• Suburban Collection: Large Michigan dealer group with multiple Chevrolet franchises serving metro Detroit. Competes head-to-head with Feldman for local Chevy buyers, service contracts, and EV education in overlapping suburbs.
• LaFontaine Automotive Group: Family-owned Michigan dealer group with Chevrolet and other franchises across southeast Michigan. Closest regional competitor on scale, family ownership profile, and multi-brand service strategy.
• Serra Automotive: Michigan-based multi-franchise dealer group operating multiple Chevrolet locations across metro Detroit. Directly competes with Feldman on new and used Chevy inventory, service capacity, and metro Detroit market share.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/marty-feldman-chevrolet

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 Marty Feldman Chevrolet