What Southern Auto Brokers does

Southern Auto Brokers, Inc. is a privately held, family-owned pre-owned automobile dealership incorporated in Georgia in 1992 and operated from a single retail location at 1355 Londonderry Drive, Woodstock, GA 30188. The company retails used cars, trucks, SUVs, crossovers, minivans, and wagons from brands including Toyota, Honda, Mazda, Acura, Buick, Lexus, Ford, and Subaru, with individual vehicle prices ranging from approximately $10,000 to $21,000. Its value proposition centers on transparent pricing, no hidden dealer fees, free CARFAX vehicle history reports, and a no-pressure test-drive environment, with the dealership explicitly positioning itself as "a light in a dark industry."

The business operates on three revenue streams: (1) one-time retail sales of pre-owned vehicles with clean titles, (2) transaction-based financing facilitated through a network of partner lenders, and (3) ProGuard vehicle protection plans offered as a paid add-on. The operational backbone is the AutoManager dealer website platform, which provides inventory management, vehicle listings with photos and pricing, an online credit application secured with 256-bit SSL, a loan calculator, a vehicle finder search tool, and a test-drive scheduling module. Customers complete purchases in person at the Woodstock lot; there is no online vehicle delivery or remote transaction capability, though shipping partners ShipMyVehicle.com and uShip are integrated for buyers outside the immediate market.

The company serves individual retail vehicle buyers in the Southeast United States, with a horizontal customer segmentation approach focused on consumers seeking reliable used vehicles without traditional dealership friction. The firm employs 11 people, maintains Mon-Sat business hours, and operates with no disclosed parent company, institutional investors, or external funding. Strategic integrations beyond AutoManager include CARFAX for vehicle history reporting and a dealer lender network for credit decisioning, both of which are core to the company's stated differentiation around transparency and access to financing.

Name

Southern Auto Brokers

Legal name

Southern Auto Brokers, Inc

Website

https://southernautobrokers.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Southern Auto Brokers is a family-owned pre-owned vehicle dealership founded in 1992 and operated from a single location in Woodstock, Georgia, serving individual retail buyers in the Southeast US with transparent pricing, financing, and ProGuard vehicle protection plans.

Ownership category

akta.pro rank

Product category

Pre-Owned Vehicle Dealership

NAICS

Used Car Dealers (441120), Used Car Dealers (44112)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Auto & Vehicle Loan Brokerage (FSAEAEAK)

akta.pro secondary industry

New & Used Auto Purchase Loans (FSAKADAA)

Keywords

• Pre-owned vehicle sales
• Used car dealership
• Auto financing services
• Trade-in appraisals
• Vehicle protection plans

Headquarters

HQ city

Woodstock

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. Vehicle Sales: One-time sales transactions for pre-owned vehicles. Vehicles are sold with clean titles, free CARFAX reports, and optional ProGuard protection plans.
2. Financing Services: Facilitates financing through their dealer network of lenders. The dealer network offers low interest rates and can have applications accepted in minutes.
3. Vehicle Protection Plans: ProGuard automotive protection plans available for purchase on vehicles, providing coverage that 'actually pays claims' according to company messaging

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Southern Auto Brokers is a single-location pre-owned automobile dealership that retails hand-picked used cars, SUVs, trucks, crossovers, minivans, and wagons from brands such as Toyota, Honda, Mazda, Acura, Buick, Lexus, Ford, and Subaru. Sales are complemented by in-house financing facilitation through a dealer lender network, trade-in valuation, optional ProGuard vehicle protection plans, and free CARFAX vehicle history reports.

Product overview

Southern Auto Brokers operates as a pre-owned vehicle dealership offering a hand-picked inventory of quality used cars, trucks, SUVs, crossovers, minivans, and wagons from brands including Toyota, Honda, Mazda, Acura, Buick, Lexus, Ford, and Subaru. The core product is the vehicle sales operation supplemented by financing services through partner lenders, ProGuard vehicle protection plans, trade-in assessments, and online tools including a vehicle finder, loan calculator, and test drive scheduling. The dealership differentiates through a no-pressure sales environment, no hidden dealer fees, and free CARFAX reports with every vehicle.

Differentiator

Problem solved

Functional benefit

Products and services

• Pre-Owned Vehicle Sales

Quantifiable outcome

• 30+ years in business since 1992

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• ProGuard WarrantycoreStrategic or Co-development PartnerProGuard provides vehicle protection plans offered on pre-owned vehicles at Southern Auto Brokers. The company advertises ProGuard plans as 'protection that actually pays claims', positioning this as a key part of their value proposition for added customer peace of mind beyond the standard vehicle purchase.
• AutoManagercoreTechnology or IntegrationAutoManager provides the dealer website platform powering Southern Auto Brokers' online presence. This includes inventory management, vehicle listings, photo galleries, credit application forms, loan calculators, and vehicle finder search tools.
• CARFAXcoreTechnology or IntegrationCARFAX provides vehicle history reports for all inventory. Southern Auto Brokers offers free CARFAX reports as a key differentiator, allowing customers to access complete vehicle history before purchase.

Scale indicators1 record

Recent moves4 records

Expansion highlights2 records

Direct peers

• DriveTime: DriveTime is a used-car retailer specializing in subprime and near-prime financing for individual buyers — closely mirroring SAB's financing-facilitation revenue model and customer segment. It is the most directly comparable business in terms of integrating vehicle sales with third-party lender financing.
• EchoPark: EchoPark is CarMax's used-car-only spinoff offering no-haggle pricing on used vehicles, directly comparable to SAB's pricing philosophy. It competes in the same 'transparent used-car' niche but at multi-store scale rather than a single lot.

Broad incumbents

• Asbury Automotive Group: Asbury Automotive Group operates a portfolio of new-vehicle franchises with used-vehicle and F&I operations across the US Southeast and other regions. It is regionally adjacent to SAB's Atlanta-area footprint and competes for the same used-vehicle customers in overlapping markets.
• Lithia Motors: Lithia Motors is a large US dealer group with hundreds of stores across multiple brands and a growing digital retail platform (Driveway). It competes with SAB in used-vehicle retail and represents the consolidated, omnichannel direction of the industry.
• CarMax: CarMax is the largest used-car retailer in the US, operating hundreds of stores with a no-haggle pricing model similar to SAB's positioning. It is the defining benchmark for the transparent used-car retail category SAB occupies, though at vastly greater scale and with national footprint.
• Sonic Automotive: Sonic Automotive operates franchised dealerships and the EchoPark used-vehicle brand, with strong Southeast US presence overlapping SAB's market. It illustrates the scale advantages and brand breadth that an independent dealer like SAB lacks.
• Penske Automotive Group: Penske Automotive Group is a large publicly traded dealer group operating new and used vehicle franchises plus commercial truck interests. It illustrates the scaled, multi-brand dealership model that independent single-location dealers like SAB are competing against.
• AutoNation: AutoNation is one of the largest US automotive dealer groups, selling new and used vehicles across hundreds of stores with finance and protection product attach. While much broader in scope than SAB, it competes in the same pre-owned retail category and offers the same layering of financing and protection products.
• Carvana: Carvana pioneered online used-car buying with home delivery and a no-haggle model. It represents the digital-first competitive threat to SAB's in-person transaction model and is the principal disruptor shaping consumer expectations in the used-car category.

Emerging players

• Vroom: Vroom is an online used-car retailer focused on home delivery and a digitally native purchase experience. It represents the emerging online-only model that pressures traditional independent dealers like SAB, particularly for digitally native buyers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/southern-auto-brokers

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 Southern Auto Brokers