What Sheboygan Auto Sales does

Sheboygan Auto Group is a privately held, independently operated multi-brand automobile dealership headquartered at 3400 S. Business Drive in Sheboygan, Wisconsin. The group operates two coexisting franchise banners out of a single physical location — Sheboygan GM (Chevrolet, GMC, Buick, Cadillac) and Sheboygan Chrysler Center (Chrysler, Dodge, Jeep, Ram) — with additional model-line access to Wagoneer and Grand Wagoneer. It retails new, used, and certified pre-owned vehicles, supports custom ordering, trade-in valuation, and direct vehicle purchase ('Sell Us Your Vehicle'), and serves individual consumers and existing vehicle owners across more than a dozen Wisconsin communities including Sheboygan, Manitowoc, Plymouth, Fond du Lac, Port Washington, Oshkosh, Appleton, and Kohler.\n\nBeyond retail vehicle sales, the dealership runs a full back-office operation including a service department, parts center, body shop, emissions testing, quick-lube services, and an accessories department linked to OEM online stores. A dedicated EV section offers electric and hybrid models such as the Chevrolet Equinox EV and Jeep Wagoneer S. Financing is facilitated through two core OEM-affiliated partners — GM Financial for GM brands and Stellantis Financial Services for Chrysler/Dodge/Jeep/Ram — with promotional offerings including 0% APR for up to 60 months, 1.9% APR for 48 months, deferred-payment programs, and employee pricing. The certified pre-owned channel is supported by CarBravo (which provides a 12-month/12,000-mile warranty on qualifying units), with vehicle history disclosures sourced via CarFax.\n\nRevenue is generated through three streams: one-time vehicle sales, recurring service and parts operations, and back-end finance and insurance products arranged at point of sale. The firm operates on a non-commission sales model and supports a 'Dreams in Driveways' home-delivery service for purchased vehicles. Its technology stack consists of standard franchise-dealer infrastructure (vendor-provided website, OEM portals, CRM) with no disclosed proprietary platform or AI capability. Marketing relies on the website, blog content for SEO, and email-driven promotional campaigns. The company is privately owned with no disclosed investors, parent entity, funding history, board, or executive team information available in the input.

Name

Sheboygan Auto Sales

Legal name

Sheboygan Auto Group

Website

https://sheboyganauto.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Sheboygan Auto Group is a privately held, multi-brand automobile dealership in Sheboygan, Wisconsin, operating Sheboygan GM and Sheboygan Chrysler Center from a single location. It sells new, used, and certified pre-owned vehicles across eight franchises and serves Wisconsin consumers with financing, full-service maintenance, parts, body shop, and EV offerings.

Ownership category

akta.pro rank

Headquarters

HQ city

Sheboygan

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Revenue from selling new, used, and certified pre-owned automobiles across multiple brands including Chevrolet, GMC, Cadillac, Chrysler, Dodge, Jeep, and Ram. One-time transaction revenue model.
2. Service & Parts: Revenue from vehicle maintenance, repairs, parts sales, oil changes, tire services, emissions testing, and body shop services. Ongoing revenue from existing vehicle owners.
3. Finance & Insurance Products: Revenue from in-house financing arrangements and vehicle protection products offered to customers during the purchase process.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Sheboygan Auto Group operates two franchise automotive dealerships in Sheboygan, Wisconsin, selling new, used, and certified pre-owned vehicles across eight brands (Chevrolet, GMC, Buick, Cadillac, Chrysler, Dodge, Jeep, Ram). Revenue is generated through one-time vehicle sales, in-house and partner-arranged financing, trade-in valuations, and an integrated Service & Parts department offering maintenance, repairs, emissions testing, body work, and parts sales. Sales are conducted via non-commission staff at a single physical location supported by an online inventory, custom ordering, and home delivery service.

Product overview

Sheboygan Auto Group is a multi-brand automotive dealership offering new and pre-owned vehicles across eight brands (Chevrolet, GMC, Buick, Cadillac, Chrysler, Dodge, Jeep, Ram, Wagoneer) from two primary locations (Sheboygan GM and Sheboygan Chrysler Center). The core offering consists of vehicle sales supported by integrated services including trade-in valuation, in-house financing through GM Financial and Stellantis Financial Services, full-service maintenance and repairs, parts and accessories, EV sales, and home vehicle delivery. The group operates on a non-commission sales model, with a focus on stress-free car buying experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• New Vehicle Sales Sale of new vehicles from Chevrolet, GMC, Buick, Cadillac, Chrysler, Dodge, Jeep, Ram, and Wagoneer brands. Includes custom ordering and home delivery services. Targeted at individual consumers in eastern Wisconsin.
• Used Vehicle Sales Sale of pre-owned vehicles across multiple price points, including certified pre-owned (CPO) inventory with warranty coverage through programs such as CarBravo. Targeted at individual consumers seeking lower-priced or warrantied used vehicles.
• Certified Pre-Owned Vehicles Certified pre-owned vehicle inventory carrying manufacturer-backed extended warranties (e.g., 12-month/12,000-mile bumper-to-bumper limited warranty through CarBravo). Targeted at consumers seeking used vehicles with additional warranty assurance.
• Vehicle Financing Financing arrangements facilitated through GM Financial (for Chevrolet, GMC, Cadillac vehicles) and Stellantis Financial Services (for Chrysler, Dodge, Jeep, Ram vehicles), offering various APR rates, lease options, and payment protection plans including programs for customers with bad credit or no credit.
• Vehicle Trade-In and Valuation Online and in-person trade-in valuation service allowing customers to assess their current vehicle's worth via a 10-second trade value assessment, with the value applied toward a new vehicle purchase at the dealership.
• Sell Us Your Vehicle Direct purchase program where the dealership buys a customer's vehicle outright for cash, providing an alternative path for owners who are not buying a replacement vehicle from the dealership.
• Service and Maintenance Department Full-service vehicle maintenance and repair including oil changes, tire rotations, emissions testing, quick lube, and general repairs performed by factory-certified technicians using OEM-authorized parts. Available to existing vehicle owners regardless of original purchase location.
• Body Shop Services Collision and body repair services for damaged vehicles, including paint, dent, and structural repairs. Operated as a dedicated body shop department at the dealership.
• Parts Center Retail parts sales featuring factory-authorized OEM parts for Chevrolet, GMC, Cadillac, Chrysler, Dodge, Jeep, and Ram vehicles, including genuine Chevrolet and GMC accessories.
• Electric Vehicle Sales Sales of electric and hybrid vehicles from the franchise portfolio, including dedicated listings for Chevrolet Equinox EV and Jeep Wagoneer S, with an EV-specific section on the dealership website.
• Vehicle Delivery Service (Dreams in Driveways) Home delivery service bringing purchased vehicles directly to the customer's residence rather than requiring pickup at the dealership. Targeted at local consumers within the dealership's service area.
• Vehicle Protection Plans Extended warranty and vehicle protection products offered through the finance center to cover repairs and provide coverage beyond the standard factory warranty.

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Two partnerships are on record, tiered minor.

• CarBravominorStrategic or Co-development PartnerCertified pre-owned vehicle program providing extended warranties and quality assurance for used vehicles. The 2024 Buick Enclave sold by the dealership came with CarBravo certification including 12-month/12,000-mile bumper-to-bumper limited warranty.
• CarFaxminorStrategic or Co-development PartnerVehicle history reporting service used to provide customers with vehicle history information. Displayed as eligible benefit on vehicle listings.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• AutoNation: Largest franchised automotive retailer in the United States with over 250 locations across multiple brands. Comparable as a multi-brand new- and used-vehicle retailer, but operates at national scale versus Sheboygan Auto Group's single-store Wisconsin footprint.
• Penske Automotive Group: Public international automotive retailer with premium franchise and commercial truck operations. Comparable as a multi-brand franchised dealer model with F&I and service revenue mix, though with luxury brand exposure and global footprint Sheboygan lacks.
• Sonic Automotive: Public franchised dealer group with EchoPark used-vehicle stores alongside traditional franchises. Comparable as a multi-brand retailer operating new, used, and F&I lines, though with a broader geographic footprint and dual-brand strategy.
• Lithia Motors: Public, Fortune 500 automotive retailer with a nationwide store network and an aggressive roll-up acquisition strategy. Comparable as a multi-brand franchised dealer pursuing regional consolidation, though with vastly greater scale and capital access.
• Asbury Automotive Group: Public franchised automotive retailer with over 150 new-vehicle franchises across the Sun Belt and select Midwest markets. Comparable multi-brand franchise model with F&I and service revenue mix, though at substantially larger scale.
• Holman Automotive: Large, privately held automotive group operating franchised dealerships plus fleet, parts, and insurance services nationally. Comparable as an established multi-brand franchised retailer, but with substantially greater scale and geographic diversification than Sheboygan Auto Group.

Direct peers

• Boucher Auto Group: Privately held multi-brand dealership group headquartered in Wisconsin. Operates numerous franchise stores across the Milwaukee and southeastern Wisconsin corridor with overlapping brand portfolio, making it the closest comparable for Sheboygan Auto Group's regional multi-OEM strategy.
• Broadway Automotive: Family-owned multi-brand dealership group operating in Wisconsin communities including Manitowoc and Green Bay. Directly comparable regional independent dealer with similar community-based positioning and OEM franchise model.
• Russ Darrow Group: Wisconsin-based multi-brand automotive dealership group with locations across metro Milwaukee and surrounding communities. Comparable as a privately held regional group dealer with similar brand mix and reliance on Wisconsin consumer demand.

Emerging players

• CarMax: Largest US used-vehicle retailer with a national store footprint and omnichannel buying experience. Comparable as a competitor for used-vehicle and trade-in demand in the Sheboygan catchment, but operates a no-haggle model with a fundamentally different cost structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sheboygan-auto-sales

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 Sheboygan Auto Sales