Midwest Auto Group

What Midwest Auto Group does

Midwest Auto Group is a family-owned, multi-franchise automotive dealership group headquartered in Geraldton, Western Australia, and operating as a subsidiary of the Magic Group conglomerate. Founded in 1983, the group has served the Midwest and surrounding regions of Western Australia for over 43 years, growing from a single Geraldton dealership into a network of five-plus locations spanning Geraldton, Beresford, Rockingham, East Bunbury, and Dianella. The group represents ten-plus automotive brands across mass-market (Ford, Honda, Hyundai, Nissan, Subaru, Suzuki), value (Mahindra), electric (BYD), and specialty (INEOS Grenadier, Magic Enterprises) segments, with inventory spanning entry-level vehicles from approximately A$25,490 to high-specification utes and SUVs above A$105,000.

The company operates a traditional direct-to-consumer retail model: customers discover vehicles through the group's website (powered by the Dealer Studio platform with SEO-optimized brand and inventory pages), engage in test drives and trade-ins at physical showrooms, and complete purchases via cash, finance, or fleet arrangements. Revenue is generated across three streams: (1) one-time sales of new, demonstrator, and pre-owned vehicles across the franchise portfolio, (2) finance and insurance products attached to vehicle sales, and (3) recurring service and parts revenue via workshop facilities and a genuine parts catalogue. The dealer website also supports service booking, online parts ordering, and trade-in valuation.

Midwest Auto Group's customer base is split between individual consumers and families purchasing personal vehicles (the primary segment) and local fleet and commercial buyers (farms, mines, government) procuring multiple vehicles or commercial utes. Google reviews of 3.7-3.9 stars across dealerships and named customer testimonials indicate active post-sale engagement. Strategic emphasis is on multi-brand portfolio breadth, regional and emerging Perth-metro geographic coverage, and digital lead generation to complement the physical showroom model. No public revenue disclosure is available, and the group remains privately held under family ownership.

Name

Midwest Auto Group

Legal name

MidWest Auto Group

Website

https://midwestautogroup.com.au

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Midwest Auto Group is a family-owned, multi-franchise automotive dealership group based in Geraldton, Western Australia, representing 10+ brands across five-plus locations in WA. It sells new, demonstrator, and used vehicles to individual consumers, families, and fleet buyers, complemented by workshop servicing, genuine parts, and finance products.

Ownership category

akta.pro rank

Product category

Automotive Retail

NAICS

Motor Vehicle and Parts Dealers (441), Other Motor Vehicle Dealers (4412), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro industry

PRIMARYFSAKADAA

New & Used Auto Purchase Loans

Financial & Insurance/Lending & Consumer Finance/Auto Lending & Vehicle Finance

SECONDARYFSAEAEAK

Auto & Vehicle Loan Brokerage

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Mortgage Brokerage & Loan Intermediation

SECONDARYCRAFAHAD

Automotive Parts, Tires & Workshop Supplies Marketplaces

Consumer Products & Retail/E-commerce & Marketplaces/Wholesale/B2B E-commerce Marketplaces

Keywords

• Vehicle retail
• Auto dealership
• Vehicle service parts
• Automotive finance
• Fleet vehicle sales

Headquarters

HQ city

Geraldton

HQ country

Australia

HQ region

Oceania

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: The primary revenue stream is the sale of new, demonstrator, and pre-owned vehicles across multiple franchises. The group sells vehicles across a wide price range from budget-friendly Suzuki models (from ~$25,490) to high-specification vehicles. Customers can purchase via cash, finance, or trade-in. Dealership also offers fleet sales.
2. Finance & Insurance Products: The dealership provides in-house and third-party vehicle finance options and insurance products as part of the vehicle purchase process, generating ancillary revenue per transaction.
3. Service & Parts: Vehicle servicing and genuine parts sales provide recurring service revenue. Customers can book services online and purchase parts from a comprehensive catalogue.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Midwest Auto Group is a multi-franchise vehicle dealership headquartered in Geraldton, Western Australia, selling new, demonstrator, and pre-owned vehicles across 10+ automotive brands including Ford, Honda, Hyundai, Isuzu UTE, LDV, Mazda, Mitsubishi, Subaru, Suzuki, and Toyota. The dealership complements vehicle sales with workshop servicing, genuine parts, vehicle finance and insurance, and fleet and commercial sales across four locations in Western Australia.

Product overview

Midwest Auto Group is a multi-franchise automotive dealership group operating as a subsidiary of Magic Group in Geraldton, Western Australia. The group operates dedicated dealerships for Ford, Honda, Hyundai, Nissan, Subaru, Mahindra, Suzuki, BYD, INEOS, and Magic Enterprises brands. The core offering includes sales of new, demonstrator, and pre-owned vehicles, complemented by workshop service facilities, genuine parts supply, vehicle finance, and fleet purchasing services. The group has been serving Geraldton and surrounding regions for over 43 years, representing a diverse portfolio of passenger vehicles, SUVs, and commercial utes.

Differentiator

Problem solved

Functional benefit

Products and services

• New, Demonstrator and Pre-Owned Vehicle Sales
• Vehicle Servicing and Repairs
• Genuine Parts and Accessories
• Vehicle Finance and Insurance
• Fleet and Commercial Sales

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Magic GroupparentOthersMidwest Auto Group is a subsidiary of Magic Group, a family-owned business based in Geraldton, Western Australia. Magic Enterprises and Midwest Auto Group share Western Australian roots, with the directors and their families maintaining a deeply involved role in the Group's management.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• LSH Auto Australia: Australian retail arm of LSH International, operating premium franchises (Mercedes-Benz, etc.). Comparable as a multi-brand automotive retailer but positioned at the premium end versus Midwest Auto Group's mass-market-led mix.

Direct peers

• Eagers Automotive Limited: Australia's largest automotive retailer, operating multi-franchise dealerships across mass-market and premium brands nationwide. Directly comparable to Midwest Auto Group's multi-franchise dealer model, but at significantly greater scale and geographic reach.
• Sun Motor Group: Western Australia-based multi-franchise automotive dealer group selling new and used vehicles across several brands. Highly comparable to Midwest Auto Group as a WA regional competitor with overlapping franchise portfolio.
• Heartland Motors: Regional multi-franchise automotive dealer group operating across Australian regional centers. Comparable in scale, regional positioning, and multi-brand retail model to Midwest Auto Group.
• Peter Warren Automotive Holdings: ASX-listed multi-franchise automotive retailer with dealerships across NSW and QLD. Operates a similar multi-brand franchise and service/parts model, comparable to Midwest Auto Group's regional multi-franchise structure.

Others

• Magic Enterprises: Sibling brand within Magic Group, the parent of Midwest Auto Group. Related group entity selling vehicles through an overlapping WA dealer network, providing an intra-group benchmark for operations and customer overlap.
• Carsales.com: Australia's largest online automotive marketplace. Not a direct competitor to Midwest's dealership operations, but a key alternative channel that shapes regional buyer discovery and pricing benchmarks.

Regional players

• Wangara Honda / Wangara Hyundai: Perth-metro franchise dealers for Honda and Hyundai, also operated as multi-brand groups in Western Australia. Comparable as WA-based franchised new-vehicle retailers, though primarily serving Perth metro rather than regional Midwest.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/midwestautosgeraldton
• LinkedInlinkedin.com/company/midwest-auto-group-australia

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 Midwest Auto Group