Jim Ellis Automotive Group

What Jim Ellis Automotive Group does

Jim Ellis Automotive Group is a privately-held, family-operated automotive dealership group headquartered at 5855 Peachtree Blvd in Atlanta, Georgia, with the Jim Ellis Maserati franchise as its luxury specialty outlet. The Maserati franchise, in operation for over 50 years, is an authorized retailer for the Italian luxury brand and sells seven core Maserati models — Levante, Quattroporte, Ghibli, GranTurismo, GranCabrio, MC20, and Grecale — plus Maserati Certified Pre-Owned vehicles and a multi-brand pre-owned inventory that includes Mercedes-Benz, Audi, Porsche, Land Rover, Lamborghini, Alfa Romeo, Cadillac, Jaguar, Volvo, Nissan, Hyundai, and Jeep. The business also offers the Maserati Fuoriserie bespoke customization program and pre-orders for the brand's emerging Folgore electric lineup (Grecale, GranTurismo, GranCabrio).

The dealership's product surface extends beyond vehicle sales into recurring revenue streams: in-house financing and leasing through approved lenders, service and parts performed by Maserati factory-trained technicians, trade-in appraisals, accessories ordering, and collision repair through the affiliated Jim Ellis Collision Center. Technology stack is conventional for a US auto franchise — a DealerOn-powered website providing inventory search, quote requests, finance applications, and online service scheduling, paired with Google AdWords, DoubleClick, and Google Analytics for paid acquisition, remarketing, and behavior tracking. Vehicle-level integrations (Apple CarPlay, Android Auto, Google Assistant) are OEM features on the Maserati product line, not proprietary to the dealership.

Commercially, Jim Ellis Maserati runs a multi-channel go-to-market combining an Atlanta physical showroom, phone-based sales (lines listed for sales, service, and parts), and direct-to-consumer digital retail via its website. Revenue is generated primarily through one-time new and pre-owned vehicle transactions at MSRPs ranging from roughly $74,740 (Ghibli) to $118,450+ (Grecale Folgore), supplemented by service fees (oil changes from $399.99, detail services at $229.95, a tiered Service & Save discount program up to $200 off), F&I transaction fees including a $799 documentation fee, and finance reserve income on leasing and loan originations. The target customer is affluent individual luxury buyers across the Atlanta metro (Cumming, Duluth, Suwanee, Sandy Springs); no institutional or fleet customers are referenced. Vice President Rob Waggoner is the named senior executive, and ownership is concentrated in the Jim Ellis family with no public shareholders, PE backing, or institutional investors identified.

Name

Jim Ellis Automotive Group

Legal name

Jim Ellis Maserati

Website

https://jimellismaserati.com

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Jim Ellis Automotive Group is a privately-held Atlanta-area dealership group operating an authorized Maserati franchise, selling new, certified pre-owned, and multi-brand used luxury vehicles alongside financing, service, parts, and collision repair to affluent individual consumers across the Atlanta metro.

Ownership category

akta.pro rank

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new Maserati vehicles including GranTurismo, Ghibli, Levante, Quattroporte, Grecale, GranCabrio, and MC20 models. Revenue generated from vehicle MSRP prices plus dealer fees.
2. Pre-Owned Vehicle Sales: Sales of certified pre-owned and used luxury vehicles from multiple brands including Maserati, Mercedes-Benz, Land Rover, Porsche, Lamborghini, Audi, BMW, and others.
3. Service and Parts: Maserati factory-trained technicians provide maintenance, repairs, and genuine Maserati parts. Services include oil changes, brake service, tire service, and collision repair through affiliated Jim Ellis Collision Center.
4. Financing Services: In-house finance department assists customers with leasing and loan arrangements. Dealer documentation fee of $799 included in advertised prices.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Jim Ellis Maserati is an authorized Maserati dealership in Atlanta, GA that sells new Maserati vehicles (Levante, Quattroporte, Ghibli, GranTurismo, GranCabrio, MC20, Grecale) and certified pre-owned Maseratis, alongside a selection of pre-owned luxury vehicles from brands such as Mercedes-Benz, Porsche, Audi, Land Rover, Lamborghini, BMW, and others. The dealership also provides in-house vehicle financing and leasing, factory-trained maintenance and repair, genuine parts, trade-in appraisals, and collision repair through Jim Ellis Collision Center.

Product overview

Jim Ellis Maserati operates as a luxury automotive dealership offering new and certified pre-owned Maserati vehicles alongside a selection of pre-owned luxury vehicles from other brands. The product portfolio centers on seven core Maserati models: the Levante SUV, Quattroporte sedan, Ghibli sports sedan, GranTurismo coupe, GranCabrio convertible, MC20 supercar, and Grecale compact SUV. The dealership also provides complementary services including vehicle financing, maintenance and repair, parts ordering, trade-in appraisals, and collision repair. A certified pre-owned program offers inspected vehicles with warranty coverage, while the Fuoriserie program enables bespoke vehicle customization.

Differentiator

Problem solved

Functional benefit

Brands

• Jim Ellis Collision Center: Collision repair and auto body services offered at the dealership location.

Products and services

• New Maserati Levante Luxury SUV with three performance trims: base Levante S with AWD and 424-hp V-6, and top-spec Levante Trofeo delivering 580 hp with 0-60 mph in 3.8 seconds. Starting MSRP $78,290. Sold to affluent individual luxury vehicle buyers.
• New Maserati Quattroporte Full-size luxury sedan measuring 207 inches long, available in S, S Q4, and Trofeo trims with premium materials and elevated comfort. Starting MSRP $104,890. Sold to affluent individual luxury vehicle buyers.
• New Maserati Ghibli Sports sedan with racecar-like tuning and suspension; base model produces 345 hp. Dimensions 196 in long x 77 in wide x 58 in high. Starting MSRP $74,740. Sold to affluent individual luxury vehicle buyers.
• New Maserati GranTurismo Grand touring coupe combining Italian craftsmanship with high performance, featuring elegant design and powerful engine options. Sold to affluent individual luxury vehicle buyers.
• New Maserati GranCabrio Convertible grand touring vehicle offering open-top driving experience with the luxury and performance synonymous with the Maserati brand. Sold to affluent individual luxury vehicle buyers.
• New Maserati MC20 Supercar featuring carbon fiber construction and advanced engineering; set an autonomous world speed record of 197.7 mph at Kennedy Space Center. Sold to affluent individual luxury vehicle buyers.
• New Maserati Grecale Compact crossover SUV with three trim levels (GT, Modena, Trofeo). Base model features a 296-hp turbocharged 2.0L engine. Interior includes dual touchscreen system (12.3-inch + 8.8-inch) with Google-based infotainment. Sold to affluent individual luxury vehicle buyers.
• Maserati Certified Pre-Owned Program Certified pre-owned Maserati vehicles meeting strict criteria: maximum 5 model years old, under 50,000 miles, and passed a 120-point inspection. Includes 24-hour roadside assistance and a two-year limited CPO warranty. Sold to buyers seeking lower-priced Maserati vehicles with manufacturer-backed assurance.
• Pre-Owned Luxury Vehicle Sales Used luxury vehicles from Maserati and other brands including Mercedes-Benz, Audi, Porsche, Land Rover, Lamborghini, Alfa Romeo, Cadillac, Jaguar, Volvo, Nissan, Hyundai, and Jeep. Sold to individual buyers seeking used luxury options across multiple premium marques.
• Vehicle Financing and Leasing In-house financing department offering competitive rates, lease options, and finance applications. Partners with approved lenders to provide auto loan and lease solutions. Dealer documentation fee of $799 included in advertised prices. Sold to individual vehicle buyers.
• Service and Parts Maserati factory-trained technicians providing vehicle maintenance and repairs including oil changes starting at $399.99, detailing services, and genuine parts ordering. Service and Save discount offers up to $200 off based on spend level. Sold to existing vehicle owners needing maintenance and repairs.
• Trade-In Appraisal Vehicle trade-in valuation service with complimentary appraisal offered with purchase of any service or repair. Available to individual vehicle owners looking to trade in their current vehicle.
• Jim Ellis Collision Center Affiliated collision repair center providing body work and auto body repair services for customers whose vehicles have been damaged, extending the dealership's service capabilities beyond mechanical maintenance. Sold to vehicle owners needing collision and body repair.
• Maserati Fuoriserie Customization Program Bespoke customization program allowing customers to personalize their Maserati with unique configurations and exclusive options. Sold to individual luxury vehicle buyers seeking one-off or limited-edition bespoke vehicles.

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.

• Jim Ellis Collision CentercoreStrategic or Co-development PartnerAffiliated collision repair center operated by the Jim Ellis Automotive Group. Provides body work and auto body repair services for customers whose vehicles have been damaged, extending the dealership's service capabilities beyond mechanical maintenance.
• GooglecoreTechnology or IntegrationGoogle provides advertising and analytics infrastructure including AdSense, AdWords, DoubleClick, and Google Analytics. The dealership uses these tools for targeted advertising, remarketing, and website performance tracking.
• DealerOncoreTechnology or IntegrationWebsite platform provider powering the dealership's online presence with vehicle inventory management, customer relationship tools, and digital marketing capabilities.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• AutoNation: Largest US automotive retailer with luxury stores, used vehicle operations, and finance/insurance products. Comparable in full-service retail and CPO offerings, but operates at much greater scale and across many more OEM franchises.
• Asbury Automotive Group: Large publicly-traded US automotive retailer with a portfolio including luxury franchises and used vehicle operations. Comparable in dealership model, F&I capture, and CPO/service revenue mix, but operates at significantly greater scale across multiple OEMs.
• Sonic Automotive: Public US dealership group with luxury franchise stores, EchoPark used vehicle operations, and finance/insurance capture. Comparable in new vehicle retail, certified pre-owned, and service/parts revenue mix but with broader OEM and geographic diversification.

Direct peers

• Ferrari of Atlanta: Authorized Ferrari dealer serving the same Atlanta luxury/Italian-exotic buyer pool. Highly comparable in showroom retail of low-volume exotic performance vehicles, factory-trained service, and bespoke customization programs.
• Bentley Atlanta: Authorized Bentley dealer in the Atlanta metro. Targets the same ultra-luxury buyer with comparable vehicle pricing, factory-certified service, and bespoke commissioning programs.
• Maserati of Manhattan: Authorized Maserati franchise dealer operating in a different metro (NYC). Same OEM relationship, same core product set (GranTurismo, Ghibli, Levante, etc.), and similar full-service dealership model including CPO, service, and financing.
• Maserati of Fort Lauderdale: Other authorized Maserati franchise dealer with the same brand portfolio, certified pre-owned program, and service/parts operations. Directly comparable in product mix and customer profile (affluent buyers in a major US metro).
• Jim Ellis Automotive Group (other brand stores): Sister stores within the same Jim Ellis Automotive Group portfolio (e.g., Maserati, Mercedes-Benz, Porsche, Land Rover, Audi, BMW, Lamborghini, Cadillac, Jaguar, Volvo). Operate the same full-service retail model, shared back-office, and affiliated Collision Center, making them the closest operational peers.
• Lamborghini Atlanta: Authorized Lamborghini dealer in the same Atlanta market. Competes directly for affluent buyers shopping exotic Italian vehicles with comparable MSRPs, factory-trained technicians, and bespoke customization (Ad Personam).
• Rolls-Royce Motor Cars Atlanta: Authorized Rolls-Royce dealer in the Atlanta metro. Competes at the upper end of the same luxury customer base with full sales, bespoke commissioning, and factory-trained service operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/jim-ellis-maserati

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Jim Ellis Automotive Group