What deragon does

Groupe Deragon is a privately held, family-named automotive dealership group headquartered in Cowansville, Quebec (Estrie region), operating two adjacent OEM-authorized franchises — Deragon Ford and Deragon Honda — on Boulevard Jean-Jacques-Bertrand, plus a satellite location (Deragon Montréal) and a rental subsidiary (Deragon Location, operated in partnership with Prextra). The group's revenue base is built on six streams: new Ford vehicle sales, new Honda vehicle sales, multi-brand pre-owned sales (28+ brands including luxury), consumer and commercial financing origination, service and parts (delivered via Point S), and body shop referrals (via Carstar). Current in-stock inventory comprises 186 new units (135 Ford, 51 Honda) and 55 pre-owned units spanning sedans, SUVs, trucks, EVs, and hybrids.

The company's technology stack is a standard third-party dealer website platform (D2C Media) providing online inventory search by make/model/year/price/mileage/fuel type/body style, a static car loan calculator, online service appointment booking, trade-in valuation requests, and Carfax vehicle history report integration. Customer-facing digital channels are supplemented by the AutoAubaine dealer network and Facebook-exclusive rebate promotions for top-of-funnel demand generation, and a VIP loyalty program for repeat purchasers. Marketing motion is direct-to-consumer through physical dealerships supported by digital lead capture.

The business model is traditional automotive retail with a horizontal segmentation approach: primary customers are individual consumers in the Eastern Townships, with secondary segments in commercial/fleet buyers (Ford Transit, E-Transit, F-550 work vehicles) and luxury pre-owned buyers. Monetization is one-time on vehicle sales plus transaction fees on financing/rentals and professional services on parts/service/body work. The group does not disclose revenue, headcount, or founding date; ownership appears to be family-controlled with no external investors identified in the source data.

Name

deragon

Legal name

Groupe Deragon

Website

https://deragon.com

Company type

Private

Operating status

Operating

Short description

Groupe Deragon is a privately held, multi-brand automotive dealership group in Cowansville, Quebec, operating Ford and Honda franchises plus a Montreal satellite and a rental subsidiary, selling new and pre-owned vehicles and offering financing, service, and body shop services to individual and commercial buyers in the Estrie region.

Ownership category

akta.pro rank

Headquarters

HQ city

Cowansville

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new Ford and Honda vehicles through dedicated brand dealerships
2. Pre-Owned Vehicle Sales: Sales of certified pre-owned vehicles from multiple manufacturers including luxury brands. Specializes in off-lease vehicles with low mileage
3. Vehicle Financing: Financing solutions offered to customers for vehicle purchases, including partnerships with lenders for credit approval
4. Service and Parts: Maintenance, repairs, and genuine OEM parts sales through Point S service centers
5. Body Shop Services:
6. Vehicle Rental: Short and long-term vehicle rentals through Deragon Location subsidiary

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Groupe Deragon is a multi-brand automotive dealership group operating in Cowansville, Quebec, selling new Ford and Honda vehicles through authorized franchises (Deragon Ford, Deragon Honda, Deragon Montréal) alongside a broad pre-owned inventory that spans mainstream and luxury brands. The group delivers complementary services including in-house and third-party vehicle financing, maintenance and repairs using genuine OEM parts, bodywork, parts ordering, and short- and long-term vehicle rentals through its Deragon Location (Prextra) subsidiary.

Product overview

Groupe Deragon is a multi-brand automotive dealership group operating as a unified platform with distinct sub-brands. The core offering consists of Deragon Ford and Deragon Honda franchises (sub-brands) that sell new vehicles from their respective manufacturers, complemented by a comprehensive pre-owned vehicle sales operation featuring over 28 different brands. The business is structured around three integrated pillars: vehicle sales (new Ford/Honda plus multi-brand pre-owned), financing solutions (in-house and third-party financing options), and after-sales service (maintenance, repairs, bodywork, and parts). Additional value-added services include a VIP loyalty program, online appointment scheduling, trade-in valuation tools, and a car loan calculator. The company also offers vehicle rentals through Deragon Location (Prextra partnership).

Differentiator

Problem solved

Functional benefit

Brands

• Deragon Ford: Ford dealership location at 797 Bd Jean-Jacques-Bertrand, Cowansville
• Deragon Honda
• Deragon Montréal
• Deragon Location

Products and services

• Deragon Ford Dealership

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core, major and minor.

• Ford Motor CompanycoreChannel Partner/ Reseller/ DistributorAuthorized Ford dealership (Deragon Ford) selling new Ford vehicles, parts, and providing authorized service. Operates as Ford's retail distribution channel in Cowansville/Estrie region.
• Honda CanadacoreChannel Partner/ Reseller/ DistributorAuthorized Honda dealership (Deragon Honda) selling new Honda vehicles, parts, and providing authorized service. Represents Honda's retail distribution in the Cowansville area.
• Point SmajorChannel Partner/ Reseller/ DistributorPoint S is a tire and automotive service chain. Groupe Deragon partners with Point S for tire sales, vehicle service, and maintenance services at their Cowansville location.
• CarstarmajorChannel Partner/ Reseller/ DistributorCarstar is a collision repair network. Groupe Deragon refers customers to Carstar Cowansville for body shop and collision repair services.
• AutoAubaineminorChannel Partner/ Reseller/ DistributorGroupe Deragon is a member of the AutoAubaine dealer network, which provides additional visibility and marketing reach for vehicle listings across the network.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AutoCanada: AutoCanada is one of Canada's largest multi-brand dealership groups operating new and used vehicle franchises plus parts and service across the country. Direct comparable as a Canadian dealership group with both OEM franchise and pre-owned operations, though at much larger scale.
• Dilawri Group: Dilawri is a major Canadian multi-brand automotive dealership group with franchises across multiple provinces including Quebec. Comparable as a similarly structured multi-franchise dealership group serving retail and fleet customers with new, used, and service operations.
• Go Auto: Go Auto is a large Canadian dealership group with extensive new and pre-owned vehicle operations across multiple provinces. Comparable as a multi-brand dealership group with similar revenue mix of new vehicle sales, pre-owned, F&I, and fixed ops.
• HGregoire: HGregoire is a Quebec-based multi-brand dealership group with strong new and pre-owned vehicle operations including luxury brands. Comparable as a direct competitor in Quebec offering similar mix of mainstream and luxury pre-owned inventory.

Regional players

• Bouchard Auto Group: Bouchard Auto Group operates multiple franchises in Quebec including new and used vehicle dealerships. Comparable as a Quebec-based multi-brand dealership group with similar regional focus and OEM franchise mix.
• Groupe Lauzon: Groupe Lauzon is a Quebec-based automotive dealership group with multiple new vehicle franchises and pre-owned inventory. Comparable as a Quebec regional competitor operating similar dealership business model.
• Riendeau Auto: Riendeau Auto is a Quebec-based dealership group operating multiple franchise locations in the province. Comparable as a regional Quebec competitor with similar new and pre-owned vehicle retail model.

Broad incumbents

• Holman Automotive: Holman Automotive is a large North American automotive services group operating dealerships, fleet management, and parts distribution. Comparable as a multi-brand dealership and fleet services operator with broader portfolio than Deragon.

Emerging players

• CarMax: CarMax is the largest US used vehicle retailer with standardized reconditioning, no-haggle pricing, and integrated financing. Comparable as a high-volume used vehicle retailer though primarily US-focused and operating a different model (no OEM new vehicle franchises).

Others

• AutoTrader: AutoTrader is Canada's leading online automotive marketplace connecting buyers with dealers and private sellers. Comparable as an ecosystem enabler where Deragon lists inventory and competes for digital shopper attention, rather than a direct dealership competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/deragon

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 deragon