Running a multi franchise dealership creates a unique planning challenge that single-brand dealers never face: everything customer-facing needs to be separate, but everything behind the service door should be shared. The economics of maintaining duplicate service departments — separate lifts, separate alignment bays, separate tire equipment, separate air systems — for each brand under one roof are brutal. The dealers who get this right build one service operation that handles every brand. The dealers who get it wrong build redundant capacity that sits underutilized while payroll costs double. For comprehensive guidance, see our how to start a car dealership resource. (See also: dealership alignment bay.)
We are Auto Lift Services, and we have equipped multi-brand service departments where a single facility handles two, three, or four OEM brands through one shared service operation. We partner with general contractors including our partner construction companies to deliver the full project — architecture through equipment installation — with a minimum two-year warranty on the building and everything in it. The multi-brand service department is where we add the most value, because the equipment selection, layout, and specification decisions are more complex than any single-brand facility.
This article covers the advantages, the challenges, and the specific equipment planning considerations for shared service departments serving multiple brands.
The Shared Service Advantage
The economic case for sharing service department infrastructure across brands is straightforward. A two-post lift does not care whether the vehicle on it is a Ford F-150 or a Chevrolet Silverado. A Hunter alignment system does not require brand-specific calibration for each OEM. An exhaust extraction hose works the same way regardless of the badge on the tailgate.
One technician team. Instead of staffing separate service departments for each franchise, one team handles all brands. Technicians can be cross-trained or specialized by repair type (electrical, drivetrain, body) rather than by brand. This eliminates idle time during slow periods for one brand while another brand has a full schedule.
One parts department. Shared parts counter, shared inventory management, shared receiving. Some parts are brand-specific, but the infrastructure — shelving, delivery logistics, ordering systems, parts advisors — is shared across all franchises.
Shared lifts and alignment bays. A 16-bay multi-brand dealer with shared service uses 16 lifts. The same dealer operating two separate 10-bay departments would need 20 lifts, 20 sets of adapters, and twice the concrete prep. The savings on lifts alone is $30,000 to $60,000 in equipment cost, plus the ongoing maintenance reduction.
One air, oil, and exhaust system. Compressed air piping, fluid management systems, and exhaust extraction are infrastructure investments that scale with square footage, not with brand count. Building one system for 16 bays costs 40 to 60 percent less than building two systems for two separate 10-bay departments.
One alignment bay. This is the single biggest efficiency gain in a multi-brand facility. A fully equipped Hunter alignment bay costs $80,000 to $160,000. Running two alignment bays for two brands doubles that investment while halving the utilization of each bay. One alignment bay serving all brands at 80 percent utilization generates far more return than two bays at 40 percent utilization each.
The Separation Requirements: What Each OEM Demands
The shared service department works because OEMs care about capability, not exclusivity — at least on the service side. Where OEMs demand separation is customer-facing: showrooms, signage, and in some cases, service reception.
Showroom separation. Most OEM image programs require dedicated showroom space for each brand. A Ford-Lincoln dealership needs a Ford showroom area and a Lincoln area, each meeting their respective brand standards for fixtures, lighting, and signage. A Stellantis dealer group (Chrysler, Dodge, Jeep, Ram) may have combined showroom areas under the Stellantis umbrella, but distinct brand zones within the space.
Signage and branding. Each franchise has specific exterior signage requirements — size, placement, illumination, and brand colors. Multi-brand facilities need to accommodate multiple sign packages on the facade, which affects architectural design and local sign ordinances.
Service drive separation. Some OEMs prefer a dedicated service reception area or at minimum branded signage in the service drive. This is typically a cosmetic requirement — brand-specific signage and advisor stations — not a physical separation of the service operation itself.
Warranty submission. Each OEM has its own warranty claims system. Ford uses OASIS, GM uses Global Warranty Management, Stellantis uses DealerConnect. Your service advisors need access to and training on each system. This is a staffing and software requirement, not an equipment requirement.
The takeaway: share the service department infrastructure. Separate the customer-facing branding. The OEM auditor checking your alignment capability does not care that the same Hunter machine also aligns vehicles from a competing brand. They care that you have the capability, the calibration is current, and the equipment meets their approved list.
Diagnostic Tools: The One Area That Cannot Be Fully Shared
The most significant equipment planning challenge in a multi-brand operation is diagnostic tools. Every OEM requires brand-specific diagnostic platforms for warranty work, and these are not interchangeable.
Ford requires the Ford Diagnostic and Repair System (FDRS) running on a compatible laptop or tablet. FDRS handles all Ford, Lincoln, and Mercury diagnostics, programming, and module configuration.
General Motors requires the GM Diagnostic Interface 2 (GDS2/MDI 2). This covers Chevrolet, Buick, GMC, and Cadillac diagnostics and programming.
Stellantis requires wiTECH 2.0 for Chrysler, Dodge, Jeep, Ram, and Fiat diagnostics. Each sub-brand is covered by the same platform.
Toyota/Lexus requires the Techstream diagnostic system. Honda/Acura uses the Honda Diagnostic System (HDS). Hyundai/Kia uses GDS.
Each platform requires a subscription — typically $1,500 to $4,000 per year per brand. A dealer carrying three OEM brands needs three separate diagnostic subscriptions, three compatible hardware setups, and technicians trained on all three platforms.
This is a real cost that single-brand dealers do not face. A three-brand dealer might spend $6,000 to $12,000 per year on diagnostic subscriptions alone. But that cost is shared across the entire vehicle throughput of all three brands — it is still far cheaper than duplicating the physical service department.
The strategy: dedicate diagnostic hardware to workstations rather than to bays. A technician working on a Ford pulls the Ford FDRS tablet. The same technician working on a GM vehicle next pulls the GM MDI. The bay does not change — only the diagnostic tool does.
Lift Selection for Multi-Brand Coverage
The vehicle weight range in a multi-brand service department can be enormous. A Stellantis dealer handling both the Fiat 500 (2,500 pounds) and the Ram 3500 dually (over 14,000 pounds GVWR) needs lift capacity that spans that entire range. A Ford dealer with Transit commercial vans alongside Mustangs faces a similar spread.
The lift planning approach for a dual or triple-brand dealer:
General service bays (60 to 70 percent of total). Challenger CL10V3 two-post lifts at 10,000 pounds capacity. These handle sedans, SUVs, crossovers, half-ton trucks, and minivans — the vast majority of the service mix across any brand combination.
Heavy-duty bays (15 to 25 percent of total). Rotary SPOA10 or Challenger CL12A at 12,000 to 14,000 pounds capacity for three-quarter-ton and one-ton trucks, commercial vans, and larger SUVs. If the franchise mix includes heavy-duty truck brands (Ram HD, Ford Super Duty, GM HD), these bays are essential.
Specialty bays (10 to 15 percent of total). Alignment bay with a Hunter alignment lift rated for the heaviest vehicle in your mix. Tire and wheel bay. Express service bays for quick maintenance. These bays serve all brands equally.
The key specification: every lift must be rated for the heaviest vehicle any of your franchise brands produces. A 10,000-pound lift is inadequate if one of your brands sells vehicles that exceed that capacity. Overloading a lift is a safety violation and an insurance liability. Specifying the right capacity mix upfront costs less than retrofitting later.
Layout Planning: One Service Department, Multiple Workflows
The physical layout of a multi-brand service department should be organized by repair type, not by brand. This is the most common layout mistake we see in multi-brand facilities — creating a “Ford side” and a “GM side” instead of grouping bays by function.
Quick service lane. Oil changes, tire rotations, multi-point inspections, and recalls for all brands. Locate near the service drive entrance for fast throughput.
General repair cluster. The largest bay group, handling diagnostics, brake work, suspension, and drivetrain repairs for all brands. Organize by technician specialization — electrical bays near the diagnostic stations, mechanical bays near the parts window.
Alignment bay. Central location accessible from all bay clusters. The alignment bay typically serves all brands and runs at the highest utilization rate in the shop.
Specialty bays. Transmission, engine internal work, and complex diagnostics. These bays need the most floor space and the heaviest lifts.
Collision center (if applicable). USI Italia paint booths, Car-O-Liner frame equipment, and body repair bays. Collision work is entirely brand-agnostic — a frame pull is a frame pull regardless of the badge.
This layout maximizes technician efficiency, minimizes vehicle movement within the shop, and keeps every bay producing regardless of which brand’s vehicles are in the queue that day.
Planning a Multi Franchise Dealership Service Department
The multi franchise dealership is one of the most complex facility planning projects in the industry. The shared service department is the key to making the economics work — and the equipment selection is the key to making the shared service department work.
We provide complete equipment specifications for multi-brand facilities. We know which lifts handle the full vehicle range, which alignment configurations pass multiple OEM audits, and how to lay out a service department that serves four brands as efficiently as one. Everything we install comes with a two-year warranty on the building and the equipment.
If you are planning a multi franchise dealership — whether you are adding a second brand to an existing facility or building a new multi-brand campus — contact us for equipment planning that satisfies every OEM requirement from a single service operation.
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Josiah Ragsdale
Founder, Automotive Lift Services
Josiah has been installing, repairing, and inspecting automotive lifts since he was 18 years old. He founded Automotive Lift Services in 2019 after years of seeing lifts installed wrong, never inspected, and putting technicians at risk. His team now services all 50 states from their Iowa headquarters. Read more
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