Reynolds' Garage and Marine

What Reynolds' Garage and Marine does

Reynolds' Garage and Marine, operating as Reynolds' Subaru, is a sixth-generation family-owned franchised automotive dealership established in 1859 and headquartered at 268 Hamburg Rd, Lyme, Connecticut. The business sells the full Subaru lineup including internal combustion, hybrid (Crosstrek Hybrid, Forester Hybrid), and all-electric (Solterra, Trailseeker, Uncharted) models, alongside pre-owned and Certified Pre-Owned inventory from multiple brands (Toyota, BMW, Ford, Dodge, GMC, Nissan, Chevrolet). The dealership operates a full service and parts operation staffed by factory-trained technicians with over 100 years of combined experience, a Senior Subaru Master Certified Technician, and 30+ complimentary loaner vehicles, supported by an Express Service offering for no-appointment minor maintenance. The business is led by Hayden Reynolds (General Manager and Owner/Principal) and Kathryn Wayland (CEO and Controller). Reynolds' has received the 2025 Subaru Love Promise Retailer of the Year Award and the 2026 Subaru Love Promise HEART Award, and participates in the Subaru Eco-Friendly Retailer program and Share the Love Event with 50+ local nonprofit partnerships.

The company generates revenue across five streams: new vehicle sales, used and Certified Pre-Owned vehicle sales, service and repair, parts and accessories, and finance and insurance products. The go-to-market combines a traditional physical showroom with a complete online purchase workflow including trade-in appraisal via Kelley Blue Book, online finance pre-approval, Affirm Buy Now Pay Later for parts and service, and home delivery or pickup options. Target segments are individual consumers and families in the Connecticut shoreline area (Lyme, Norwich, New London, Middletown), with targeted VIP discount programs for educators, military personnel, healthcare workers, and Pfizer employees. Pricing is MSRP-based for new vehicles with a $598 dealer conveyance fee, while CPO vehicles carry a 7-year/100,000-mile powertrain warranty following a 152-point inspection. Distribution operates through the Subaru of America franchise network with co-marketing support and manufacturer-supplied vehicle allocation.

Name

Reynolds' Garage and Marine

Legal name

Reynolds' Garage and Marine

Website

https://reynoldssubaru.com

Company type

Private

Founded year

1859

Operating status

Operating

Headcount range

11–50 employees

Short description

Reynolds' Garage and Marine (Reynolds' Subaru) is a sixth-generation family-owned franchised Subaru dealership in Lyme, CT, selling new, hybrid, and electric Subaru vehicles plus used/CPO inventory, full-service repair, parts, and financing to consumers across the Connecticut shoreline region.

Ownership category

akta.pro rank

Product category

Automotive Dealership

NAICS

New Car Dealers (44111), Used Car Dealers (441120), Automotive Equipment Rental and Leasing (5321)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Replacement / Service Loaner & Dealer Rental Programs (THADAAAK)

Keywords

• Subaru vehicle sales
• Automotive service repair
• Pre-owned vehicle sales
• Vehicle financing leasing
• Genuine parts accessories

Headquarters

HQ city

East Lyme

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new Subaru vehicles including SUVs (Ascent, Outback, Forester, Crosstrek), sedans (Legacy, Impreza, WRX), coupes (BRZ), and electric/hybrid models (Solterra, Trailseeker, Uncharted)
2. Used Vehicle Sales: Sales of pre-owned and certified pre-owned vehicles from multiple manufacturers including Subaru, Toyota, BMW, Ford, Dodge, GMC, Nissan, Chevrolet
3. Service and Repair: Maintenance, repairs, and express service for all vehicle makes with factory-trained technicians using genuine OEM parts
4. Parts and Accessories: Sales of genuine Subaru parts, accessories, and lifestyle products including pet accessories, cargo carriers, and performance parts
5. Finance and Insurance Products: Vehicle financing, leasing, trade-in appraisals, and extended warranty products through partnerships with multiple lenders
6. Express Service: No-appointment needed minor maintenance services including oil changes, tire rotations, and multi-point inspections

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Reynolds' Garage and Marine operates as Reynolds' Subaru, a sixth-generation family-owned franchised Subaru dealership in Lyme, Connecticut, selling new Subaru vehicles (SUVs, sedans, coupes, and hybrid/EV models), pre-owned and certified pre-owned vehicles, and providing factory-trained service and repair, genuine parts and accessories, vehicle financing, and trade-in/lease return services. The dealership supports online purchase with home delivery as well as traditional in-store sales, complemented by an Express Service offering for routine maintenance without appointments.

Product overview

Reynolds' Subaru is a 6-generation family-owned Subaru dealership offering a comprehensive automotive retail experience. The core product portfolio includes new Subaru vehicles (crosstrek, forester, solterra, outback, ascent, brz, impreza, wrx, legacy) available in gas, hybrid, and all-electric variants, alongside pre-owned and certified pre-owned vehicles from multiple brands. Supporting services include factory-trained vehicle service and repair, genuine parts and accessories, express maintenance, vehicle financing through multiple lenders, Affirm buy-now-pay-later options, trade-in appraisal, and lease returns. The dealership participates in Subaru manufacturer programs including the Eco-Friendly Retailer certification and Subaru Love Promise community initiative.

Differentiator

Problem solved

Functional benefit

Products and services

• New Subaru Vehicles Full lineup of new Subaru vehicles including SUVs (Ascent, Outback, Forester, Crosstrek), sedans (Legacy, Impreza, WRX), coupes (BRZ), and hybrid/electric models (Solterra, Trailseeker, Uncharted, Forester Hybrid, Crosstrek Hybrid), with Symmetrical All-Wheel Drive standard across all models.
• Subaru Hybrid and Electric Vehicles Hybrid electric vehicles and all-electric vehicles combining gas engines with electric motors or full EV powertrains for improved fuel efficiency, lower emissions, and NACS charging access.
• Pre-Owned Vehicles Used vehicle inventory from multiple brands including Toyota, BMW, Ford, Dodge, GMC, Nissan, and Chevrolet, as well as pre-owned Subaru models.
• Certified Pre-Owned Subaru
• Subaru Service and Repair
• Express Service
• Parts and Accessories
• Vehicle Financing
• Affirm Buy Now Pay Later
• Vehicle Trade-In and Appraisal
• Subaru Specials and Incentives

Quantifiable outcome

• 96% of Subarus sold in the past 10 years are still on the road today
• +3 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Brian Dagle FoundationcoreStrategic or Co-development Partner · 1 January 2025$16,000 donation as Race Sponsor for Niantic Jingle 5K supporting grief support, suicide prevention, and mental health awareness. Donation added to event sponsorships benefiting the foundation's mission.
• Subaru of AmericacoreOEM/ Whitelabel/ Licensing PartnerFranchised Subaru dealership operating under Subaru of America brand standards, participating in national marketing programs (Share the Love Event, VIP Programs, Eco-Friendly Retailer Program), and receiving vehicle supply and brand support.
• Connecticut Humane SocietycoreStrategic or Co-development PartnerPet of the Month partnership where Reynolds' Subaru highlights adoptable pets and donates $50 toward adoption fees when pets are adopted. Partnership supports animal welfare in Connecticut.
• Safe FuturescoreStrategic or Co-development PartnerDomestic violence support organization receiving ongoing support including May Day basket initiatives (70 baskets with flowers, chocolates), summer camp supplies, iPad donations, winter coats, and financial contributions.
• CT Draft Horse RescueminorStrategic or Co-development PartnerHorse rescue nonprofit supported through Driving for Drafts Charity Golf Tournament sponsorship, helping fund veterinary care, hay, grain, and rehabilitation for rescued draft horses.
• Save the SoundcoreStrategic or Co-development PartnerEnvironmental organization supported through Subaru Loves the Earth initiative and Connecticut Cleanup program involving staff litter collection efforts.
• Lyme Land TrustminorStrategic or Co-development PartnerLocal land conservation organization supported through community involvement and environmental initiatives.
• Estuary Council of SeniorscoreStrategic or Co-development PartnerMeals on Wheels program support through Share the Love Event for three years (2020, 2024, 2025), providing nutrition and social services to seniors in nine communities.
• Middlesex HealthcoreStrategic or Co-development Partner$30,000 donation to Middlesex Hospital Cancer Center - Shoreline as part of Subaru Share the Love Event. Also supported Mayer Center for developmental services (2022) and general hospital operations.
• Multiple National CharitiesminorStrategic or Co-development PartnerSubaru Share the Love Event national charity partners including National Parks Foundation, Make-A-Wish, ASPCA, and Meals on Wheels receive donations from Subaru of America and participating dealers.
• AffirmcoreTechnology or IntegrationBuy Now Pay Later financing option for parts, accessories, and service. Offers 0% APR rates, no fees, easy monthly payments, no hard credit checks through smartphone app integration.
• PfizerminorStrategic or Co-development PartnerPfizer employees in nearby Groton, CT receive courtesy loaner cars and everyday low service pricing as recognition of their work in drug development and healthcare innovation.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Penske Automotive Group: Penske Automotive Group (NYSE: PAG) is a global automotive and commercial truck retailer with premium-brand and diversified OEM exposure. Broad incumbent peer relevant for benchmarking franchise economics, F&I attach rates, and dealer-group operating leverage.
• Asbury Automotive Group: Asbury Automotive Group (NYSE: ABG) is a U.S. dealership group with brands including Lexus, Mercedes-Benz, Toyota, and Subaru franchises. Comparable as a multi-OEM operator that has selectively consolidated regional dealer networks in the Northeast.
• Lithia Motors: Lithia Motors (NYSE: LAD) is one of the largest U.S. automotive dealer groups operating hundreds of franchises across multiple OEMs. A broad incumbent peer that competes with independent dealers like Reynolds on new-vehicle pricing, used-car scale, and digital retail capabilities.
• CarMax: CarMax (NYSE: KMX) is the largest used-vehicle retailer in the U.S. with national footprint and digital channels. Directly comparable on the multi-brand used-vehicle and trade-in portions of Reynolds' business, exerting pricing pressure on independent used-car inventory.
• Sonic Automotive: Sonic Automotive (NYSE: SAH) operates franchised dealerships and the EchoPark used-vehicle platform across the U.S. Broad incumbent peer relevant for franchise economics and the omnichannel retail transition Reynolds is pursuing.
• AutoNation: AutoNation (NYSE: AN) is a large multi-OEM U.S. automotive retailer with nationwide footprint. Comparable as a broad incumbent exercising manufacturer leverage and digital retail scale that independent single-point dealers face competitively.

Others

• MarineMax: MarineMax (NYSE: HZO) is the largest recreational boat and marine retailer in the U.S. Relevant as a peer to Reynolds' historical marine business and brand heritage under the 'Garage and Marine' name, though marine is no longer the primary revenue line.

Direct peers

• Premier Subaru: Premier Subaru operates franchised Subaru dealerships in Connecticut and the greater Northeast with new and CPO sales, factory service, and online purchase tools. It is a direct peer to Reynolds given overlapping geography, the same OEM franchise, and comparable single-brand focus.
• Secor Subaru: Secor Subaru is a long-standing Connecticut Subaru franchise offering new and used sales, service, parts, and financing. Comparable to Reynolds on franchise mix, regional footprint, and family/community-led GTM motion.
• Garavel Subaru: Garavel Subaru is a Connecticut-based Subaru dealer with new, used, CPO, service, and parts operations. Directly comparable to Reynolds as a regional single-OEM Subaru franchise with similar product mix and customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pg/ReynoldsSubaru/reviews/?ref=page_internal
• LinkedInlinkedin.com/company/reynolds-subaru

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Reynolds' Garage and Marine