Business Overview


It’s a business that relies on buying wholesale and marking the vehicle up for retail. Sometimes, a car dealer contracts directly with a car manufacturer to sell new vehicles. However, used car dealers often obtain their stock from the secondary market through auctions. A dealer may operate exclusively online, but it’s still more common to keep a physical showroom to display the vehicles.

Who is this business right for?

This business is perfect for individuals who are auto enthusiasts and who have a good business sense. Former sales managers and car salesmen are also good candidates for this type of business. As the owner, you may have a flexible work schedule, but this is not guaranteed.

What happens during a typical day at a car dealership?

Day-to-day activities include checking invoices, talking to prospects and customers on the lot, negotiating deals, and managing a sales force. Dealerships have a strong sales culture and interpersonal communication skills are important. So salespeople (including the owner) who work for a dealership may spend most of their day speaking with prospects face-to-face.

What is the target market?

Dealers typically run advertisements locally for customers, but most of the business is generated by referrals through the salesforce. Friends, family, neighbors, and community members are the “target market” for a dealership.

Good customers usually have fair to good credit (minimum). Many customers will finance the purchase so they need the ability to qualify for a vehicle loan. Dealerships typically have a difficult time selling to individuals with poor credit. However, some dealerships specialize in hard money loans and “buy here, pay here” plans where customers with poor credit are able to finance a vehicle directly from the dealership through a special financing program, similar to “rent to own” payment schemes found in other industries.

How does a car dealership make money?

A dealership makes money by selling vehicles above the dealer’s invoice price and by doing routine maintenance on vehicles sold. Customers typically pay commissions on vehicles they purchase (which is bundled into the total sales price of the vehicle) and pay hourly or a flat fee for maintenance.

What is the growth potential for a car dealership?

Small dealerships are usually used car dealers. These types of dealerships purchase used vehicles at auctions and mark them up for resale to consumers. This type of business can be highly profitable and doesn’t require a lot of overhead or inventory.

A larger dealership might secure a contract with a major manufacturer to sell new and certified used vehicles. This type of dealership business is typically large scale, requires significant upfront costs (including franchise fees), and may require high volume sales to keep the manufacturer’s contract.

Getting Started


What are some skills and experiences that will help you build a successful car dealership?

While there are no special skills required by the state, there are practical skills most business owners in this industry have. First, they have a strong sales background. They also have a strong business and management background. Some dealership owners have worked as a mechanic in the past, which helps them better understand the service side of the business.

What are the costs involved in opening a car dealership?

Becoming a car dealer isn’t easy in most states. You will need a surety bond, proper licensing, and business experience to compete in this industry.

Auto dealers usually must file a surety bond with the resident state’s DMV before they get an auto dealer license. The license allows them to sell vehicles in that state. Purchasing a bond can be very confusing. A surety bond is a form of insurance which is designed to protect consumers and the state from fraud.

There are several types of bonds you may need, depending on the kind of dealership you want to run. Some general bonds include:

  • DMV bonds.
  • Used car dealer bonds.
  • Wholesale car dealer bonds.
  • RV bonds.
  • Motorcycle dealer bonds.

Bond premiums depend entirely on your unique situation, which makes it difficult to quantify exact costs to start a dealership. In general, the surety bonds you need are priced based on:

  • The amount of the bond needed.
  • Your financial credentials.
  • Whether or not you choose to finance the premium.
  • Your credit score.

If you have good credit, for example, your premium might be just 1% of the total bond amount. So, on a $10,000 bond, you would pay a $100 premium.

In addition to the bond, you will need licensing. The types of licenses needed depend on the state, county, and locale where you intend to conduct business.

Most states have several categories of dealer licenses, such as:

  • New car dealer
  • Used car dealer (retailers)
  • Wholesaler licensing
  • Rebuilder licensing
  • Reconditioner licensing

The general process for getting into business is:

  1. Fill out an application form.
  2. Get a surety bond (states specify the minimum amount based on your line of business).
  3. Buy liability insurance for your inventory (vehicles).
  4. Get your sales tax number.
  5. Establish your permanent business location.
  6. Take photographs of your business sign and location and adhere to your state’s specific photo and signage rules and regulations.
  7. Pay the mandated fees.
  8. Get your dealer’s tags from the local county courthouse.
  9. Get your sales license to sell vehicles (if you intend to be a salesperson in the business).

What are the steps to start a car dealership?

Once you're ready to start your car dealership, follow these steps to ensure that your business is legally compliant and avoid wasting time and money as your business grows:

  1. Plan your business. A clear plan is essential for success as an entrepreneur. A few important topics to consider are your initial costs, your target market, and how long it will take you to break even.
  2. Form a legal entity. Establishing a legal business entity prevents you from being personally liable if your car dealership is sued.
  3. Register for taxes. You will need to register for a variety of state and federal taxes before you can open for business.
  4. Open a business bank account. A dedicated checking account for your car dealership keeps your finances organized and makes your business appear more professional to your customers.
  5. Set up business accounting. Recording your various expenses and sources of income is critical to understanding the financial performance of your business. Keeping accurate and detailed accounts also greatly simplifies your annual tax filing.
  6. Obtain necessary permits and licenses. Failure to acquire necessary permits and licenses can result in hefty fines, or even cause your business to be shut down.
  7. Get business insurance. Insurance is highly recommended for all business owners. If you hire employees, workers compensation insurance may be a legal requirement in your state.
  8. Define your brand. Your brand is what your company stands for, as well as how your business is perceived by the public. A strong brand will help your business stand out from competitors.
  9. Establish a web presence. A business website allows customers to learn more about your company and the products or services you offer. You can also use social media to attract new clients or customers.

Select your state below for an in-depth guide on completing each of these steps in your home state.

Where can I find a business mentor?

One of the greatest resources an entrepreneur can have is quality mentorship. As you start planning your business, connect with a free business resource near you to get the help you need.

Having a support network in place to turn to during tough times is a major factor of success for new business owners.

Recommended: Fizzle.co offers video courses and a supportive online community of like-minded entrepreneurs. Try one month membership for for free.

Growing Your Business


How to promote & market a car dealership

Getting new customers can be difficult. Some new dealers hold a tent sale. This is a special sale conducted off-site (away from the primary business location) to attract new customers. Every state and county has different rules and regulations regarding tent sales. In some states, for example, you will be expected to give notice to the local authorities and pay a fee for a license to hold the sale.

Recommended: Get started with local advertising for your business with a $300 credit from Yelp.

How to keep customers coming back

Auto dealerships are relationship-driven. Many customers are past customers, so referral business and retaining customers through excellent customer service is key. Offer special incentives to customers, like special dealer financing or dealership perks (special deals on service) to attract new customers. Some dealers also go beyond sales and service to provide a unique experience for the customer. For example, a dealer might create a “play area” for children and offer day care services while parents shop.

How and when to build a team

Most dealerships need a crew of salespeople, accounting and bookkeeping professionals, and service technicians. Unless you’re a small one-man operation, you’ll probably want to hire a team of professionals immediately.

Read our car dealership hiring guide to learn about the different roles a car dealership typically fills, how much to budget for employee salaries, and how to build your team exactly how you want it.

Legal Considerations


State & Local Business Licensing Requirements

In most states, it is necessary to obtain a dealer’s license. Applications for this license will vary by state. This article offers general advice on how to get one.

State specific licensing information can be found here.

 

Most businesses are required to collect sales tax on the goods or services they provide. To learn more about how sales tax will affect your business, check out our informative guide, Sales Tax for Small Businesses.

In addition, certain local licensing or regulatory requirements may apply. For more information about local licenses and permits:

Reduce Personal Liability

Structuring your business as a limited liability company (LLC) ensures your personal assets are protected in the event your business is sued.

What is an LLC?

Form an LLC in 5 easy steps

Earning Potential


How much can you charge customers?

Dealers usually charge the manufacturer’s suggested retail price (MSRP) for their vehicles. However, a dealer may discount their vehicles to entice prospects to buy. When this is done, a dealer may discount the vehicle to the dealer invoice price. Dealers often also receive incentives and “holdback” from the manufacturer. Pricing to the consumer is not transparent. Meaning, a consumer doesn’t typically see the costs and profit for the manufacturer. Instead, consumers see total vehicle price.

What are the ongoing expenses for a car dealership?

Dealer costs vary a lot by the type of dealership and the specific bonds and insurances needed. A dealership can be run for several thousand dollars per year in operating costs or $15 million for a franchise operation.

How much profit can a car dealership make?

As with dealer operating costs, profit depends entirely on the dealer’s wholesale pricing and cost for inventory, cost for bonds and insurance, and other overhead. In general, a dealer can make between 2% and 3% of the sticker or invoice price of the vehicle.

How can you make your business more profitable?

Making a dealership profitable isn’t easy. Because there are so many laws and regulations governing the sale of vehicles, most dealerships rely on good customer service to fuel future growth. However, a dealer can increase the odds of making more money by specializing. For example, a Honda dealership may make more than a general used car dealership. Luxury dealers may also make more than dealers selling mid to entry-level brands.

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