The automotive landscape in Boise, Idaho, has shifted with the recent acquisition of Lyle Pearson Auto Group by Liberty Lake-based Gee Automotive Group. This move signals a significant expansion for Gee Automotive and introduces a new era for the well-respected Lyle Pearson dealerships, including the prominent Mercedes-Benz of Boise. While the financial details of the deal, finalized on November 18th, remain undisclosed, the strategic implications for both companies and the Boise luxury car market are already becoming clear.
Ryan Gee, CEO of Gee Automotive Group, expressed long-standing admiration for Lyle Pearson’s operations, highlighting their strong reputation throughout the Northwest. The acquisition was driven by Gee Automotive’s keen interest in the burgeoning Boise market. “We’d long been admirers of that organization from afar,” Gee stated, recognizing Lyle Pearson’s esteemed position. He further emphasized Boise’s appeal, noting, “You’re seeing explosive growth in Boise. There’s great quality of living. You’re seeing growth specifically in the demographics that match up with the brands associated with the Lyle Pearson Auto Group, being in the luxury space.” This strategic alignment with Boise’s upscale demographic underscores the value of brands like Lyle Pearson Mercedes within Gee Automotive’s portfolio.
The acquisition brings prestigious brands such as Jaguar, Land Rover, and Volvo into the Gee Automotive fold, complementing their existing luxury offerings, which already include Mercedes-Benz of Spokane and Porsche Spokane. Crucially, the Lyle Pearson Auto Group name, synonymous with automotive excellence in Boise for over half a century, will be retained. This decision speaks volumes about the brand equity associated with names like Lyle Pearson Mercedes and the established customer base they serve.
Alt text: Front view of Lyle Pearson Mercedes-Benz of Boise dealership showcasing luxury vehicles and brand signage.
Operationally, Gee Automotive is committed to a seamless transition. “Aside from keeping the branding the same, we’re retaining 100% of their team and just onboarding them onto our platform,” Gee confirmed. This continuity ensures that the approximately 110 employees at Lyle Pearson will remain in place, maintaining the expertise and customer relationships that have been built over decades.
Gee Automotive’s pursuit of “purposeful growth” is evident in this acquisition. They have strategically targeted thriving markets and companies with compatible cultures. Gee highlighted the cultural synergy, stating, “Their culture, where they really focus on their people, closely aligns with ours.” This cultural alignment was a key factor in the decision, alongside the strong market position of Lyle Pearson and the appeal of the luxury brands they represent, especially Lyle Pearson Mercedes.
The Lyle Pearson Auto Group campus encompasses five dealerships, including Porsche of Boise, Mercedes-Benz of Boise, Lyle Pearson Acura, Land Rover Boise, and Lyle Pearson Volvo Cars Boise. Adding these locations significantly expands Gee Automotive’s footprint, which already includes five dealerships near Liberty Lake, five in the Puget Sound area, and 14 in the Portland area. With this acquisition, Gee Automotive Group’s employee count rises above 1,500 companywide, further solidifying their position as a major player in the Northwest automotive market. Established in 1983, Gee Automotive has consistently demonstrated growth, recognized in 2018 as one of the fastest-growing companies in Oregon and southwest Washington by the Portland Business Journal. The acquisition of Lyle Pearson Mercedes and the wider Lyle Pearson Auto Group marks another significant milestone in their continued expansion and reinforces their commitment to the luxury automotive sector in the Pacific Northwest.
