What Boyer Auto Group does

Boyer Auto Group is a family-owned automotive retail group operating across southeastern Ontario. Founded in 1981 by Michael Boyer in Apsley, Ontario, the group has expanded to 14 franchised dealerships representing 17 vehicle brands — Chevrolet, Cadillac, Buick, GMC, Ford, Lincoln, Chrysler, Dodge, Jeep, Ram, Fiat, Hyundai, Volkswagen, Kia, Nissan, Mazda, and Subaru — and six collision and body repair facilities operating under the Fix Auto, CarStar, Kawartha Collision, and Boyer Ajax Collision banners. The dealership footprint spans a contiguous corridor from Pickering through Belleville, and the group now operates under second-generation family leadership (Jason, Ryan, Brandon, Dustin, and Daniel Boyer).

Name

Boyer Auto Group

Legal name

Boyer Auto Group

Website

https://boyerautogroup.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

101–250 employees

Short description

Boyer Auto Group is a family-owned automotive dealership group operating 14 dealerships and 6 collision centers across southeastern Ontario, representing 17 vehicle brands and serving retail consumers from Pickering to Belleville.

Ownership category

akta.pro rank

Product category

Automotive Dealerships

NAICS

New Car Dealers (44111), Used Car Dealers (44112), Motor Vehicle and Parts Dealers (441), Automotive Parts and Accessories Retailers (441330)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

New & Used Auto Purchase Loans (FSAKADAA)

Keywords

• Automobile dealership services
• New vehicle sales
• Pre-owned vehicle sales
• Auto financing leasing
• Collision auto body repair

Headquarters

HQ city

Pickering

HQ country

Canada

HQ region

North America

Offices20 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new vehicles from multiple brands including Chevrolet, Cadillac, Buick, GMC, Ford, Lincoln, Chrysler, Dodge, Jeep, Ram, Fiat, Hyundai, Volkswagen, Kia, Nissan, Mazda, and Subaru.
2. Pre-Owned Vehicle Sales: Sale of pre-owned, certified, demonstrator, and vehicles under 25K across all dealership locations.
3. Financing Services: Auto financing and leasing services for new and pre-owned vehicles, including options for customers with various credit situations.
4. Service and Parts: Vehicle maintenance, repair services, and parts sales across all dealership locations and body shops.
5. Collision/Auto Body Repair: Auto body repair services through Fix Auto, CarStar, Kawartha Collision Centre, and Boyer Ajax Collision Center locations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Boyer Auto Group operates 14 franchised automotive dealerships and 6 collision/auto body repair shops across southeastern Ontario, selling new vehicles from 17 brands (Chevrolet, Cadillac, Buick, GMC, Ford, Lincoln, Chrysler, Dodge, Jeep, Ram, Fiat, Hyundai, Volkswagen, Kia, Nissan, Mazda, Subaru) alongside certified and pre-owned inventory. The group also provides in-house vehicle financing and leasing, OEM parts, factory-trained vehicle maintenance and repair, and collision/auto body repair through Fix Auto, CarStar, Kawartha Collision Centre, and the Boyer Ajax Collision Center.

Product overview

Boyer Auto Group operates as a unified auto dealership network comprising 14 dealership locations and 6 collision/auto body shops across southeastern Ontario. The group represents 17 vehicle brands including Chevrolet, Cadillac, Buick, GMC, Ford, Lincoln, Chrysler, Dodge, Jeep, Ram, Fiat, Hyundai, Volkswagen, Kia, Nissan, Mazda, and Subaru. Their product portfolio centers on vehicle sales (new, pre-owned, certified, and demonstrator), vehicle financing, service and maintenance, and collision repair. The dealerships function as a coordinated network enabling shuttle services, cross-location vehicle transfers, and shared resources while maintaining brand-specific licensed operations. The collision division operates under Fix Auto and CARSTAR branded facilities alongside independent Kawartha Collision Centre, providing auto body repair services with insurance relationships.

Differentiator

Problem solved

Functional benefit

Brands

• Fix Auto: Collision and auto body repair services under Fix Auto brand
• CarStar

Products and services

• New Vehicle Sales

Quantifiable outcome

• Thousands of 4 & 5 star Google Reviews across dealerships and body shop accounts

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor.

• Ajax Pickering Hospital FoundationminorGTM or Marketing Partner · 19 December 2025Ongoing partnership through annual car raffle campaign. In 2025, 600 tickets sold for chance to win a 2025 Chevrolet Trax, raising funds for the foundation. Proceeds purchased 7 new stretcher beds for the Emergency Department. Previously raised funds for 5 newborn bassinets for the Maternal & Newborn program.
• Georgian College - Automotive Business School of Canada (ABSC)minorStrategic or Co-development Partner · 6 May 2025Boyer Auto Group donated $56,000 through the Boyer Family Charitable Fund to create a permanent endowment student award at Georgian College's ABSC. The Boyer Auto Group Award will be presented each year to a full-time student entering the second year of a diploma or degree program. All Boyer general managers are expected to complete the Automotive Dealership Management program at ABSC.
• United Way HPE (Hastings Prince Edward)minorGTM or Marketing PartnerBoyer Auto Group participated in United Way HPE Cars for Community Initiative in 2025, raising a record-breaking $55,850, surpassing the previous record of $36,530. Team members from multiple Boyer locations presented the funds raised.
• Belleville Salvation ArmyminorGTM or Marketing PartnerMultiple Boyer locations in Belleville (Bay Mazda, Bay Subaru, Boyer Kia, Belleville Nissan) partnered with Belleville Salvation Army for Christmas Kettle campaigns. Boyer Auto Group Belleville matched donations up to $20,000, raising a total of $43,049.85 in 2020.
• BGC Kawarthas (Boys and Girls Clubs of Kawartha Lakes)minorGTM or Marketing PartnerBoyer Chevrolet Lindsay has proudly sponsored the Jeff Beukeboom Charity Classic Golf Tournament for nearly two decades, supporting BGC Kawarthas.
• Local Minor Hockey CommunitiesminorGTM or Marketing PartnerBoyer Auto Group hosts Boyer Hockey Days - free community events for local minor hockey communities featuring Toronto Maple Leafs Alumni and Boyer Team Member Rob Pearson. Events held in Bancroft, Bobcaygeon, Belleville, Lindsay, Cobourg, Stirling, and Ajax/Pickering.
• Bancroft Hospital Foundation (Back the Cat Campaign)minorGTM or Marketing PartnerBoyer GM Bancroft and Boyer Family Charitable Fund donated $100,000 to help purchase a CT Scanner for Bancroft Hospital through the Back the Cat Campaign.
• Easter Seals OntariominorGTM or Marketing PartnerBoyer Auto Group participated in the Lindros Hockey Classic, a charity hockey event supporting Easter Seals Ontario which provides programs and services for children and youth with physical disabilities.
• Durham Regional PoliceminorGTM or Marketing PartnerMichael Boyer GM sponsors the annual 'Shop with a Cop' event with Durham Regional Police, pairing students from local elementary schools with DRPS officers for holiday shopping.
• Ajax-Pickering Board of TrademinorGTM or Marketing PartnerBoyer Auto Group is a long-standing member and sponsor of the Ajax-Pickering Board of Trade. Michael Boyer GM Pickering hosted their first Coffee Connect event for APBOT members.

Scale indicators8 records

Recent moves19 records

Expansion highlights5 records

Broad incumbents

• Lithia Motors: Lithia Motors (Lithia & Driveway) is a large US franchised dealership group with a growing omnichannel platform. Comparable as a broad incumbent in dealership operations with similar multi-brand strategy and growing digital sales channel that could compete in Boyer's markets over time.
• AutoNation: AutoNation is the largest US automotive retailer, operating hundreds of franchised dealerships across multiple states with full sales, F&I, service, and parts operations. Comparable as a broad incumbent in the same industry with overlapping capabilities, but US-focused and much larger scale than Boyer.

Direct peers

• The Humberview Group: The Humberview Group is a large Ontario-based dealership group operating multiple franchised rooftops in the Greater Toronto Area and surrounding regions. Highly comparable as a multi-brand Ontario dealer group competing in overlapping or adjacent markets to Boyer.
• Pfaff Automotive Partners: Pfaff Automotive Partners operates a network of franchised dealerships across Ontario and other Canadian provinces, including luxury brands. Comparable as a multi-brand Canadian dealer group with sales, service, parts, and collision offerings.
• Holman Automotive: Holman Automotive is a large North American family-owned automotive group operating franchised dealerships, fleet services, and parts operations. Comparable as a family-controlled multi-brand dealer group with diversified automotive services.
• OpenRoad Auto Group: OpenRoad Auto Group is a major Canadian multi-brand dealership group headquartered in British Columbia with operations across multiple provinces. Comparable as a multi-brand, multi-rooftop franchised dealer with similar revenue mix in new vehicles, used vehicles, and fixed operations.
• AutoCanada: AutoCanada is the largest Canadian multi-brand automotive dealership group, operating franchised dealerships across multiple provinces. Directly comparable as a multi-brand, multi-rooftop Canadian dealer group with new/used sales, F&I, parts, service, and collision operations.
• Dilawri Group: Dilawri Group is one of Canada's largest family-owned dealership groups, operating franchised new-vehicle dealerships, used vehicle superstores, and collision centers across Canada. Comparable multi-brand, family-controlled Canadian dealer with similar revenue streams and operating footprint.

Others

• CARSTAR Automotive Canada: CARSTAR is Canada's largest network of branded collision repair facilities. Boyer holds CARSTAR franchises in Belleville and Bancroft; CARSTAR is an ecosystem/franchisor counterpart rather than a direct dealership competitor.
• Fix Auto: Fix Auto is a Canadian and international franchise network of collision repair centers. Boyer operates Fix Auto-branded shops under franchise; Fix Auto is a supplier/franchisor relationship rather than a direct competitor in new-vehicle retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/BoyerPickering
• YouTubeyoutube.com/channel/UCAl-XuFArqn9K2OFwvAzUxw
• Facebookfacebook.com/BoyerPickering
• LinkedInlinkedin.com/company/boyer-auto-group
• Instagraminstagram.com/boyerautogroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries6 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 Boyer Auto Group