Priority Automotive Group

Priority Automotive Group: A Powerhouse in the Chesapeake Bay Market Priority Automotive Group stands as one of the most influential privately held dealer groups in the Mid-Atlantic region. Headquartered in Chesapeake, Virginia, the organization has spent over two decades building a reputation for high-volume sales and deeply integrated community initiatives. Under the leadership of President and CEO Dennis Ellmer, Priority grew from a single Acura point into a multi-billion dollar enterprise that redefined regional automotive retail. In the competitive landscape of Virginia and North Carolina retail, Priority has distinguished itself not just through sales volume, but through a unique approach to multi-rooftop governance. By maintaining a tight geographic focus, the group has been able to leverage massive local brand equity, allowing for a more efficient spend on tier-2 co-op attribution while maintaining close relationships with both domestic and import OEMs. ## The History and Evolution of a Regional Leader The story of Priority Automotive Group began in 1999 with the opening of Priority Acura in Chesapeake, VA. From the outset, the group focused on high-demand import brands that offered strong long-term reliability and high resale value. This strategic foundation allowed the group to weather economic cycles and build a loyal customer base that would eventually span across two states. Throughout the early 2000s, the group expanded aggressively in the Greater Chesapeake Bay area. The acquisition of key franchises from Toyota, Honda, and Nissan allowed Priority to capture a significant portion of the market share in Southeastern Virginia. By focusing on volume while maintaining high customer satisfaction scores, the group effectively utilized CSI reputation recovery tactics to ensure that their rapid growth did not come at the expense of the buyer experience. ## Geographic Footprint and Strategic Consolidation Unlike many large dealer groups that pursue nationwide expansion, Priority Automotive Group has historically maintained a concentrated footprint. This locality-first strategy allowed the group to dominate the Virginia Beach, Norfolk, and Newport News metropolitan areas. At its peak pre-2023, the group operated 16 locations across Virginia and North Carolina. ### Refining the Portfolio In recent years, the group has shifted from expansion to portfolio optimization. In 2020, Priority sold its Honda location in Huntersville, North Carolina, a move advised by The Presidio Group. This divestiture signaled a strategic shift toward consolidating assets in Virginia, where the brand's presence was strongest. By narrowing their focus to the Chesapeake Bay area, the group was able to sharpen its conquest owner marketing efforts, targeting local competitors wit...