What Vickar Automotive Group does

Vickar Automotive Group is a privately held, Canadian-owned multi-brand automotive dealership group headquartered at 964 Regent Ave W in Winnipeg, Manitoba, operating continuously since 1975 under founder Larry Vickar. The group operates six franchised dealership rooftops representing five OEM brands — Chevrolet (Vickar Community Chevrolet), Ford (Vickar Ford), Nissan (Vickar Nissan), Mitsubishi (Vickar Mitsubishi and Waverley Mitsubishi), and Isuzu commercial trucks (Vickar Isuzu Trucks) — and stocks approximately 949 new vehicles plus 527+ used vehicles across passenger, truck, performance, and commercial segments. Service-area reach extends to Steinbach and Brandon in Manitoba, with the fleet department covering the broader Prairies and Western Ontario.

Beyond vehicle sales, Vickar operates an integrated service ecosystem: Vickar Financial Services provides in-house private leasing, commercial leasing, fleet management, and a distinctive New-to-Canada credit program for newcomers without Canadian credit history; Vickar Fleet Department runs dedicated commercial sales representatives for 1-to-40+ vehicle fleet accounts; Vickar Autobody & Glass operates multi-location collision repair and glass replacement serving all makes and models; and a CarFinder concierge service locates off-inventory vehicles on request. The website enables online browsing, financing applications, and 'Buy From Home' purchasing, with vehicle listings syndicated to AutoTrader.ca and history reports supplied via a CARFAX Canada partnership.

Revenue is generated through four primary streams: new vehicle sales (one-time, $26K-$119K price band), used vehicle sales (one-time, sub-$3K to $70K+), F&I/leasing (transaction-fee plus recurring monthly leasing), and service/autobody (professional services). The go-to-market is a hybrid of physical retail (six dealerships) and digital channels (web, social, AutoTrader). No revenue is publicly disclosed; the company is founder-owned with no institutional investors, no public listing, and no funding history on record. The group maintains an active community-involvement program, including multi-year sponsorships of Folklorama and donations to the Canadian Cancer Society ($29,700), Winnipeg Humane Society, St. Boniface Hospital Foundation, and other Manitoba charities, and was recognized as a 2025 Outstanding Corporation.

Name

Vickar Automotive Group

Legal name

Vickar Automotive Group

Website

https://vickar.com

Company type

Private

Founded year

1975

Operating status

Operating

Short description

Vickar Automotive Group is a privately held, founder-owned multi-brand automotive dealership group operating since 1975 in Winnipeg, Manitoba. It sells new and used vehicles across Chevrolet, Ford, Nissan, Mitsubishi, and Isuzu franchises, supplemented by in-house financing, fleet sales, and autobody services.

Ownership category

akta.pro rank

Product category

Automotive Dealership

NAICS

New Car Dealers (44111), Automobile Dealers (4411), Used Car Dealers (441120)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Commercial Fleet Leasing & Management (Trucks/Vans/LCVs) (THADAKAD)

akta.pro secondary industries

New & Used Auto Purchase Loans (FSAKADAA), Fleet & Commercial Vehicle Finance (FSAKADAE)

Keywords

• Automotive dealership group
• New and used vehicles
• Commercial fleet sales
• Vehicle financing leasing
• Collision repair services

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales - New Vehicles: Revenue from selling new vehicles from Chevrolet, Ford, Nissan, Mitsubishi, and Isuzu brands. Pricing varies by model and trim, with new vehicle prices ranging from approximately $26,000 to over $100,000 for heavy trucks.
2. Vehicle Sales - Used Vehicles: Revenue from selling pre-owned vehicles across multiple brands including Ford, Dodge, GMC, Chevrolet, Nissan, Mitsubishi, and others. Used vehicle prices range from under $3,000 to over $70,000.
3. Financial Services: Vickar Financial Services provides private and commercial leasing options, fleet management services, and new-to-Canada credit services. Revenue generated from financing and leasing arrangements.
4. Autobody & Glass Services: Two autobody locations provide repair services for all makes and models, generating service revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels7 records

Core offering

Vickar Automotive Group operates a multi-brand automotive dealership network in Winnipeg, Manitoba, selling new and used passenger vehicles, commercial trucks, and providing financing, leasing, fleet management, and collision repair services. The group operates six franchised dealership locations representing Chevrolet, Ford, Nissan, Mitsubishi, and Isuzu brands, supported by an in-house financial services division, a dedicated fleet sales department, and two autobody repair centers. Revenue is generated through vehicle sales, financing and leasing arrangements, and after-sales service operations.

Product overview

Vickar Automotive Group is a Canadian-owned automotive dealer group operating since 1975, offering a multi-brand dealership model with six franchised dealership locations. The portfolio consists of four passenger vehicle brands (Chevrolet, Ford, Nissan, Mitsubishi), one commercial truck brand (Isuzu), plus affiliated financial services and collision repair operations. The dealerships collectively stock approximately 949 new vehicles and 527+ used vehicles across passenger, truck, and commercial segments. Supporting operations include Vickar Financial Services (leasing and credit), Vickar Fleet Department (commercial fleet sales), Vickar Autobody & Glass (repair services), and a CarFinder concierge service. The group serves the Winnipeg, Steinbach, and Brandon markets in Manitoba.

Differentiator

Problem solved

Functional benefit

Products and services

• Vickar Community Chevrolet Chevrolet franchise dealership selling new and used Chevrolet vehicles, parts, and service in Winnipeg, Manitoba.
• Vickar Ford Ford franchise dealership providing new Ford vehicles, commercial trucks, and used inventory with full service capabilities in Winnipeg.

Quantifiable outcome

• Served customers in Winnipeg, Steinbach, and Brandon locations
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• FolkloramacoreGTM or Marketing PartnerMajor sponsor of Folklorama for 4+ years, actively supporting various communities and religious denominations. Major automotive dealer partner with the festival.
• ANCOPminorGTM or Marketing PartnerCommunity partnership supporting people in need, especially in lower socio-economic areas.
• L'ArcheminorGTM or Marketing PartnerCommunity partnership providing support for people with intellectual disabilities. Team members regularly participate in L'Arche Walk events.
• Siloam MissionminorGTM or Marketing PartnerCommunity partnership supporting homeless shelter and meal programs in Winnipeg.
• Main Street ProjectminorGTM or Marketing PartnerCommunity partnership supporting people in need, especially in lower socio-economic areas.
• Winnipeg Humane SocietyminorGTM or Marketing PartnerMulti-year partnership to help animals in need find loving homes. 2026 March Match Donation Campaign partnership.
• Canadian Cancer SocietyminorGTM or Marketing PartnerDonated $29,700 to the Canadian Cancer Society during Breast Cancer Awareness Month.
• St. Boniface Hospital FoundationminorGTM or Marketing PartnerAnnual participant in Radiothon of Hope and Healing to support St. Boniface Hospital. Team members involved in Radiothon events.
• CARFAX CanadacoreGTM or Marketing PartnerVehicle history reporting partnership providing comprehensive vehicle history reports including accident history, registration records, and odometer records to help customers make informed purchase decisions.
• 1Life Workplace Safety and HealthminorOthersPartnership to ensure Team Members are fully trained and competent in workplace safety.
• Apprenticeship Manitoba ProgramminorOthersTechnical team members participate in apprenticeship training including ASEP certification for mechanical and autobody technicians.
• Manitoba Motor Dealers Association (MMDA)minorOthersSales team achieved Sales Certification through MMDA, ensuring compliance with provincial legislation and automotive ethics.

Scale indicators8 records

Recent moves6 records

Direct peers

• AutoCanada: Publicly traded Canadian multi-brand automotive dealership group with rooftops across Canada including Western Canada. Most directly comparable to Vickar in franchise mix, in-house finance (AutoCanada Finance), and fleet/commercial exposure.
• Dilawri Group: One of Canada's largest privately held dealer groups, with multi-brand franchise dealerships including Chevrolet, Nissan, Mitsubishi, and Isuzu franchises that overlap with Vickar's portfolio. Operates across Western Canada with comparable fleet and commercial vehicle offerings.
• Go Auto: Large Canadian dealer group with multi-brand dealerships, in-house finance/leasing operations, and a strong Western Canada presence. Directly comparable as a competing multi-brand, multi-service dealer group in the same geographies Vickar serves.

Regional players

• Palladino Auto Group: Canadian multi-brand dealer group with significant presence in Western Canada. Overlaps with Vickar in franchise brands and in offering finance/leasing and fleet services, though operating in different specific markets.

Broad incumbents

• Hendrick Automotive Group: Largest privately held US dealer group operating broad multi-brand franchise dealerships, collision centers, and fleet/commercial services. Comparable as a scaled incumbent demonstrating the multi-brand + service + fleet template Vickar is executing at a smaller regional scale.
• Lithia Motors: Publicly traded US dealer group with the largest US revenue base, multi-brand franchises, in-house finance (Lithia Driveway), and fleet/commercial operations. Comparable broad incumbent executing the same playbook as Vickar across multiple OEMs.
• AutoNation: Largest US automotive retailer by revenue, with multi-brand franchise dealerships, used-car stores (AutoNation USA), captive finance partnerships, and fleet services. Comparable incumbent showcasing the consolidated dealer model Vickar operates within its Manitoba footprint.
• Berkshire Hathaway Automotive: Subsidiary of Berkshire Hathaway operating a large US multi-brand dealer group including Texas-based Van Tuyl and the acquired Van Horn Auto Group. Comparable as a scaled, well-capitalized incumbent executing multi-brand retail with a strong service component.

Emerging players

• CarMax: Largest US used-vehicle retailer with omnichannel sales, financing, and trade-in capabilities. Comparable on the used-vehicle side of Vickar's business (527+ used units, CARFAX integration), though CarMax has no new-vehicle franchise business.
• Carvana: US online used-vehicle retailer with vehicle vending machines and home delivery. Comparable on the 'Buy From Home' / express online purchasing motion Vickar is building, though pure-play digital versus Vickar's physical-led model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@vickarautogroup1046
• Facebookfacebook.com/VickarAutoGroup
• Instagraminstagram.com/vickarautomotivegroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries8 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 Vickar Automotive Group