What Pedersen Toyota does

Pedersen Toyota is a family-owned Toyota franchise dealership established in 1968 and headquartered in Fort Collins, Colorado. The dealership sells new, Toyota Certified Pre-Owned, and used Toyota vehicles, and operates a manufacturer-backed service and parts department along with consumer financing through Toyota Financial Services. The store employs approximately 64 staff across sales, service, parts, and administrative functions, and has operated continuously under family ownership for more than 55 years.

The business runs a multi-channel retail model. Customers can transact in-store or through Toyota's SmartPath digital buying platform, which the dealership has adopted. Pedersen Toyota has also launched Pedersen Business Solutions, a commercial fleet and small-business program that broadens the customer base beyond individual retail buyers, and has integrated Kelley Blue Book's Instant Cash Offer tool to source used-vehicle inventory directly from consumers. Promotional activity emphasizes certified service specials, tire offers, and the latest Toyota model year lineup, including electrified and hybrid variants such as the bZ and Mirai.

Revenue is generated through four interlocking streams: new and used vehicle gross profit per unit, finance and insurance product commissions per financed vehicle, manufacturer warranty and customer-pay service work, and parts sales and reconditioning. The customer base is dispersed across individual retail buyers in northern Colorado, with no disclosed enterprise or fleet concentration; the sole named external relationship in available materials is a community sponsorship with Colorado State University. As a single-point franchised dealer in a regulated territory, the company's scale, tenure, and franchise-protected market position define its economic profile.

Name

Pedersen Toyota

Legal name

Pedersen Toyota

Website

https://pedersentoyota.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

51–100 employees

Short description

Pedersen Toyota is a family-owned Toyota franchise dealership established in 1968 in Fort Collins, Colorado, selling new, certified pre-owned, and used Toyota vehicles alongside service, parts, financing, and a small commercial fleet program for retail and business customers.

Ownership category

akta.pro rank

Product category

Automotive Retail Dealership

NAICS

New Car Dealers (44111), Used Car Dealers (44112)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Auto & Vehicle Loan Brokerage (FSAEAEAK)

akta.pro secondary industry

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

Keywords

• Toyota vehicle sales
• Automotive service center
• Certified pre-owned vehicles
• Automotive financing services
• OEM parts and accessories

Headquarters

HQ city

Fort Collins

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

Revenue model

1. New Vehicle Sales: Sales of new Toyota vehicles including cars, trucks, SUVs, and electrified models. Revenue generated from vehicle markup over dealer invoice pricing.
2. Used Vehicle Sales: Sales of pre-owned vehicles including non-Toyota brands. Includes certified pre-owned Toyota vehicles with extended warranties.
3. Finance and Insurance Products: Commission revenue from arranging vehicle financing through captive and third-party lenders, plus F&I products such as extended service contracts, GAP coverage, and insurance products.
4. Service and Parts: Revenue from vehicle maintenance, repairs, and sale of Toyota Genuine Parts and accessories. Includes routine services (oil changes, tires) and major repairs.
5. Dealership Document Fees: Documentation fees charged on vehicle transactions. Dealer doc fee of $689.50 is included in vehicle prices per website.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Pedersen Toyota is a family-owned Toyota franchise dealership that sells new Toyota vehicles, used vehicles, and certified pre-owned vehicles. It also provides automotive financing, factory-trained service and repairs, and genuine Toyota parts and accessories. The dealership operates a physical showroom in Fort Collins, Colorado alongside the Toyota SmartPath online shopping platform that enables real-time inventory browsing, trade-in valuations, financing applications, and online purchase completion.

Product overview

Pedersen Toyota is a family-owned Toyota dealership offering a comprehensive automotive sales and service ecosystem. The core offerings include new Toyota vehicles (cars, trucks, SUVs, minivans, and electrified models), used vehicles, and certified pre-owned vehicles. SmartPath serves as the primary online car shopping platform enabling customers to browse real-time inventory, customize payments, get trade-in values, and complete purchases. The dealership also provides Toyota Genuine Parts & Accessories, vehicle financing through multiple lender partnerships, full-service maintenance and repair, ToyotaCare complimentary maintenance, and Toyota Safety Sense advanced safety features. Pedersen Business Solutions extends commercial/fleet services. The product portfolio spans the complete vehicle ownership lifecycle from online shopping through financing, maintenance, and parts replacement.

Differentiator

Problem solved

Functional benefit

Products and services

• New Toyota Vehicles Full lineup of new Toyota vehicles including cars (Camry, Corolla, Prius, GR Supra, GR86), trucks (Tacoma, Tundra), SUVs/crossovers (RAV4, Highlander, 4Runner, Sequoia, Land Cruiser), minivans (Sienna), and electrified vehicles (hybrids, plug-in hybrids, bZ, Mirai), sold to individual consumers in northern Colorado.
• Used Vehicles Pre-owned vehicle inventory including various makes and models from multiple manufacturers across multiple price points, sold to individual consumers.
• Toyota Certified Pre-Owned Vehicles Pre-owned vehicles that have passed a rigorous 160-point inspection and are backed by a 12-month/12,000-mile limited comprehensive warranty, providing certified used vehicle options for individual consumers.
• Toyota Genuine Parts & Accessories Original equipment manufacturer parts and accessories for Toyota vehicles, available for online ordering or in-person purchase, installed by certified technicians for Toyota owners.
• Vehicle Financing Financing services including credit applications, payment calculators, and partnerships with multiple lenders to secure competitive rates for vehicle loans and leases for individual consumers and businesses.
• Vehicle Service & Maintenance Full-service maintenance and repair facility with factory-trained technicians offering routine maintenance, repairs, tire services, and express maintenance for Toyota and other vehicle owners.
• SmartPath Online Buying Platform Toyota's digital car shopping platform that allows customers to browse real-time dealership inventory, customize payment options, get trade-in estimates, apply for financing, and complete the purchase process entirely online or in combination with an in-person visit.
• Pedersen Business Solutions Fleet and commercial vehicle program for businesses, offering special pricing, multiple vehicle purchases, and commercial financing for local companies needing commercial vehicles.

Quantifiable outcome

• 12 Month/12,000-mile Limited Comprehensive Warranty on Toyota Certified Pre-Owned vehicles

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Toyota Motor CorporationcoreChannel Partner/ Reseller/ DistributorFranchise dealership agreement with Toyota Motor Corporation to sell new Toyota vehicles, use Toyota branding, access factory support, training, and marketing programs. Operates under Toyota's sales, service, and parts standards.
• Colorado State UniversityminorGTM or Marketing PartnerProud Sponsor and Supporter of Colorado State University. Community sponsorship demonstrating local commitment and brand visibility with university community.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• AutoNation: Largest U.S. automotive retailer with ~300+ franchised stores across multiple brands including Toyota. Operates new and used vehicle sales, F&I, service, and parts across geographically diversified markets, providing a scaled reference point for franchise dealership economics.
• Lithia Motors: One of the largest U.S. franchised auto dealer groups with stores nationwide, including Toyota franchises. Operates full-service dealerships with new, used, F&I, parts, and service, and has been an aggressive acquirer of regional dealers — relevant comparable for dealer group scale and acquisition multiples.
• Hendrick Automotive Group: Largest privately held U.S. franchised dealer group with multiple OEM franchises including Toyota. As a family-owned private dealer group (similar ownership profile to Pedersen Toyota but at much larger scale), it is a relevant comparable for private franchise dealer operations and valuation.
• Asbury Automotive Group: Large U.S. franchised dealer group with Toyota and other OEM franchises across multiple states. Acquired Larry H. Miller Dealerships, expanding its Toyota and other franchise footprint, making it a direct scaled comparable for franchise dealer operations.
• Group 1 Automotive: Major U.S. and U.K. franchised auto retailer with Toyota and other OEM franchises. Operates full-service dealerships with new, used, F&I, parts, and service — a relevant comparable for diversified franchise dealer economics.
• Sonic Automotive: Major U.S. franchised dealer group with significant Toyota and luxury franchise exposure. EchoPark used-vehicle standalone business makes it a relevant peer for both the new franchise and used vehicle sides of Pedersen Toyota.
• Penske Automotive Group: Diversified international automotive retailer with franchised dealerships including Toyota in select U.S. markets, plus commercial truck operations. Useful comparable for premium and volume franchise dealer performance.

Direct peers

• CarMax: Largest U.S. used-vehicle retailer with omnichannel browsing, financing, and trade-in capabilities — directly comparable to Pedersen Toyota's used vehicle and F&I operations and a key competitive overlap in the Fort Collins-area used car market.

Emerging players

• Vroom: Online used vehicle retailer with home delivery and financing. Smaller scale than Carvana/CarMax but a comparable digital used-car competitor for Fort Collins-area customers, particularly relevant as Pedersen Toyota expands its own online buying platform.
• Carvana: Pure-play online used vehicle retailer with home delivery and online financing. Competes for the same Northern Colorado used car shopper that Pedersen Toyota serves, and represents the digital-first retail model the SmartPath platform is partially designed to counter.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/pedersen-toyota

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Pedersen Toyota