Author: Matt DeSantis | Source: The Haig Report®
This year marks a special milestone—10 years of the Haig Report and our ongoing tracking of blue sky multiples. The Haig Report has been released every quarter since 2014. Our team at Haig Partners has observed major shifts in the automotive industry, drawing on our experience with over 600 dealership transactions totaling more than $11.8 billion in value. Over the past decade, Haig Partners has published their findings in the Haig Report, and the chart below illustrates just how dynamic the market has been.
It's fascinating to see how brands have evolved and how the appetite for acquisitions has shifted. Some brands have consistently improved, while others are facing challenging times. Certain names have remained solid, while a few have experienced a rollercoaster ride and some are just beginning to rise.
The top 5 most improved brands in blue sky multiples:
- Toyota
- Over the past decade, Toyota’s average multiple has increased from 5.5x to 7.5x, making it the most improved brand of the decade. Toyota remains at the forefront of producing the most desirable products for consumers, including its extensive lineup of hybrid models. Toyota continues to put dealers at the center of its plans, which has resulted in a highly lucrative business model for Toyota dealers. This commitment to its dealer body has set it apart from nearly every other OEM.
- Subaru
- Subaru’s average multiple has risen from 4.5x to 6.5x, driven by a loyal customer base, growing profits per location and a robust relationship with dealers. Subaru dealers have enjoyed nearly a decade of improving blue sky multiples. However, recent concerns about dated products, rising inventory and declining profits have raised questions about its future trajectory.
- Lexus
- A few years ago, most dealers would have taken a BMW or a Mercedes-Benz dealership over a Lexus dealership, if given the option. However, that is no longer the case. Lexus has climbed from a 7.25x to a 9.0x average multiple, the highest increase among luxury brands. Its consistent innovation, reliability, strong OEM-dealer relationships, reasonable facility requirements and high earnings per location make it a coveted franchise. With only 244 Lexus franchises in the U.S., compared to over 300 for Mercedes-Benz and BMW, its scarcity adds to its allure. This exclusivity means that when a Lexus store becomes available, it commands strong bids, as dealers know they may not get another opportunity for quite some time.
- Kia
- Kia’s average multiple has improved from 4.0x to 5.0x, with the most significant gains since the pandemic. The brand has seen product quality improvements and managed to supply dealerships with inventory better than competitors, helping it gain 1.3 percentage points of market share since 2019—the highest among all brands. This uptick has led to elevated earnings for Kia dealerships, driving increased buyer interest in Kia franchises.
- Honda
- Honda has improved from a 5.5x to 6.5x average multiple over the past decade. Honda has recovered from its pandemic supply issues and remains a top-tier brand thanks to its controlled dealer count, high sales per franchise, reliable product lineup and strong fixed operations, which provides a steady revenue stream to help weather industry cycles. These factors have held the franchise near the top of many buyers’ shopping lists.
Stellantis woes…
Over the past few years, Stellantis has fluctuated between an average multiple of 3.75x and 4.0x, only to dip down to 3.5x recently. A significant concern is the manufacturer’s decision to increase the cost of products for dealers, leading to an accumulation of expensive inventory on dealer lots as sales have declined. This has placed substantial pressure on dealerships and Stellantis has since lost 2.9 percentage points of market share from 2019 to 2023—the largest decline among all brands. Many dealers who invested heavily in their facilities to create standalone Jeep showrooms now face challenges in turning inventory.
Despite the uphill battle, there are signs of potential recovery. The manufacturer has begun to listen to dealer feedback, implementing some incremental incentives. Dealers hope that Stellantis will continue to address their concerns by clearing out current inventory and introducing properly priced vehicles. If they can effectively manage this inventory crisis, there is potential for Stellantis to regain its value and return to the strength it was known for just a few years ago.
Hyundai’s rollercoaster of a decade
Hyundai has experienced a decade-long journey marked by fluctuations in its blue sky multiple. According to the 2014 Haig Report, Hyundai's average blue sky multiple stood at 4.0x. However, this figure declined gradually over the next four years, reaching a low of 3.25x in 2019. The decline was largely due to its heavy reliance on sedan models, quality concerns and a confusing rollout of the Genesis brand. This left dealers uncertain about how the market would receive the Genesis line and what commitments would be required from them to own a Genesis franchise. As a result, buyer interest in Hyundai waned, with many turning to more stable brands.
The trajectory for Hyundai shifted dramatically during the Pandemic in 2020. The introduction of the Palisade, along with improvements to the Santa Fe and Tucson, gave Hyundai a lineup that resonated with consumers. Moreover, Hyundai managed to supply its dealers with inventory more effectively than many competing franchises, leading to a 1.1 percentage point increase in market share since 2019—the second largest gain of any brand. The combination of appealing product offerings and sufficient inventory led to significantly higher profits for dealers, sparking renewed interest in the brand from potential buyers, reflected in the latest average multiple of 4.5x.
However, Hyundai’s momentum has stalled as dealers grow cautious about the OEM’s strategies. Dealers are complaining about the stair-step incentive programs and pressure on returning the Genesis franchise or building a high-cost Genesis building. For Hyundai to get to the next level, it may need to adopt more dealer friendly policies like Toyota. Dealers want to trust and partner with their OEM, and some Hyundai dealers do not fully trust that Hyundai has their best interests at heart.
The strength of premium luxury brands
Another intriguing finding from our data is the resilience of high-multiple luxury brands such as Porsche, Lexus, Mercedes-Benz and BMW. While some dealers may be wary of the high multiples these brands command, the data consistently supports these valuations. These luxury brands are among the most desirable in the automotive market, characterized by their rarity, strong profitability, premium product lines and loyal customer bases.
The multiples of these franchises have remained relatively stable over the past decade, with our team frequently observing these brands trading at the highest multiples in the industry. The profitability of luxury franchises is driven not only by their high profits per vehicle sold, but also by the strong fixed operations they provide.
There are a few concerns regarding Mercedes-Benz in recent years, due to its struggling EV products, as well as its strategy to consolidate its dealer network into fewer owners by exercising its right of first refusal in many buy-sell transactions. We are concerned this practice could negatively impact the brand value. If dealers think that the OEM will block transactions or restrict ownership opportunities, they may not bid on the Mercedes dealerships when they come to market, thereby leading to decreased valuations. Mercedes appears to be cutting the number of buyers for its dealerships from hundreds to just a handful.
Mazda is on the rise
Once considered an afterthought in dealership acquisitions, Mazda has been gradually enhancing its franchise value over the past few years. In 2019, the average blue sky multiple for Mazda stood at just 3.125x, primarily due to its limited product lineup and heavy competition from other brands. However, the company has been actively working on a transformation, focusing on developing more upscale models and refining its brand image.
Mazda's "Retail Evolution" initiative has played a crucial role in this transition. The updated facility image emphasizes a sharper, more luxurious aesthetic that aligns with its evolving product lineup. Mazda implemented attractive incentives for dealers participating in this initiative, further encouraging dealer engagement. According to data from Automotive News, Mazda's franchise count decreased from 640 in 2014 (the year they announced the new brand image) to 542 in 2023, which has improved throughput per dealership from 481 to 746 units—a notable 265-unit increase (more than any other brand). Additionally, Mazda aligned with Toyota, which provides Mazda with shared engineering costs, production facilities and allows Mazda dealers to provide attractive financing options through TFS. These strategies have contributed to Mazda's average blue sky multiple improving to 3.75x in the latest Haig Report.
As Mazda continues its upward trajectory, we believe it is well-positioned for further improvement and may become a brand that dealers wish they had invested in more ten years from now, similar to how many currently feel about Toyota.
To the next decade
As we celebrate this decade of insights through the Haig Report, it’s clear that the future is bright for many of the franchises on the chart. In fact, five of these brands transacted for record blue sky values (to our knowledge) in the last 18 months, and Haig Partners was proud to serve as the sell-side advisor on four of those transactions.
It is exciting to think about how this chart will evolve over the next decade. Will any brands fall off of the chart like Infiniti has? Where will the Genesis brand land as it continues to grow and more standalone facilities open up? Will any of these new EV entrants succeed with the dealer model and warrant a multiple? What multiple would Tesla attract if it utilized a dealer network? The automotive space is constantly evolving, yet many of these brands have endured market shifts for decades, thanks to the adaptability of their dealer networks. We believe the outlook for dealers of these franchises is strong and will remain that way for decades to come.
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The Haig Report® is the longest-published dealership M&A report tracking trends and their impact on dealership values. Since its original publication in 2014, it has provided rich insights into data and analysis on franchise desirability, dealership buy-sell activity, guidance on estimated dealership blue sky values, and an outlook for the automotive retail buy-sell market.
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Q4 2025 Haig Report®: New Vehicle Profits Slip as Market Normalizes
Used Vehicle Profits Hold Steady in a Tight Market - Insights from the Q4 2025 Haig Report®
Toyota Dealership Sales: Why Experience Matters When Selling Your Life’s Work
Q4 2025 Haig Report®: Franchise Valuations Show Diverging Paths Across Brands
F&I Profits Near Record Levels as Product Penetration Strengthens - Insights from the Q4 2025 Haig Report®
Q4 2025 Haig Report®: Fixed Operations Gross Profit Rose in 2025
Dealership Profits Rise Despite Challenging Conditions - Insights from the Q4 2025 Haig Report®
Reallocating Capital: Inside the Sale of Lexus of Westport, Toyota of Westport, and Audi Hawthorne
Lexus Dealership Performance & Valuation Trends - Insights from the Q4 2025 Haig Report®
Strong Demand, Tighter Supply: What’s Ahead for Porsche Dealers - Insights from the Q4 2025 Haig Report®
Mercedes-Benz Dealership Performance and Outlook: Positioning for the Next Cycle - Insights from the Q4 2025 Haig Report®
BMW Dealership Performance and Valuation Outlook - Insights from the Q4 2025 Haig Report®
