DealerOn Acquires Competitor

DealerOn Acquires Competitor

November 14, 2023 — Dealership website provider DealerOn acquired competitor fusionZONE Automotive last week.

Financial details of the transaction were not disclosed.

Dealership executive Brett Sutherlin and his wife founded fusionZONE in 2009. Primus Capital acquired a majority investment in 2017. Sutherlin sold a second company, LeadRevenue, to Primus in 2021.

Sutherlin now is the owner and CEO of the Sutherlin Automotive Group, an eight dealership group with locations in Florida, Tennessee, Georgia, and Alabama.

Brothers Ali and Amir Amirrezvani, founded DealerOn in 2004, and sold a majority of the company to NexPhase Capital in late 2019.

Over its 18 years, DealerOn has grown into one of the largest website firms in the automotive retail space with more than 3,500 dealerships and 26 automakers using its services.

The recent acquisition should add 600 plus dealerships to DealerOn’s customer base.

It is the fourth automotive retail vendor acquisition in the last month, with another two rumored to be close to the finish line.

TD Cowen’s Eric Denlinger advised fusionZONE on the acquisition.

Primus Capital Acquires fusionZONE
DealerOn Adds Investment Partner

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