Performance Brokerage Services Facilitates Honda of Helena's Transition to New Ownership

Performance Brokerage Services Announces Successful Sale of Honda of Helena

Irvine, California - July 28, 2025 – Performance Brokerage Services, renowned as North America's leading dealership brokerage firm, proudly reports the successful sale of Honda of Helena, located in Montana. This dealership was sold from Blue Sky Motors to Marthaler Automotive, marking a notable event in the automotive industry.

The Transition

The transaction was spearheaded by Jonny Mecham, a partner in the Rocky Mountain office of Performance Brokerage Services, alongside Senior Partner, John Mecham. They served as exclusive sell-side advisors for the sale, emphasizing their pivotal role in the increasingly dynamic dealership landscape.

Jim Parker, the owner of Honda of Helena, is a reputable dealer with significant operations not only in Helena but also in northern Idaho. His ambitious portfolio includes the neighboring Parker Ford Toyota as well as Parker Subaru and Parker Toyota located in Coeur d'Alene, Idaho. Jim’s extensive experience and commitment to customer satisfaction have been instrumental in the success of his dealerships.

Marthaler Automotive has a fascinating origin story, beginning with its founder Aaron Marthaler starting as a lube technician in Glenwood, Minnesota. His journey from technician to dealership owner exemplifies the depth of ambition and entrepreneurial spirit within the automotive sector. Through strategic acquisitions, Marthaler Automotive has nurtured its portfolio to an impressive total of 11 dealerships across Wisconsin, Minnesota, and Montana.

A Smooth Transaction

Reflecting on the decision to represent the sale, Jonny Mecham noted, “Working with Jim Parker and Aaron Marthaler was a true pleasure. Together, their expertise and teamwork were crucial in ensuring this transaction proceeded smoothly and swiftly.” The succinct nature of this transition speaks to the expertise that both parties brought, making it one of the fastest deals facilitated by Performance Brokerage Services to date.

“Jim's commitment to excellence is evident through his operations, while Aaron's growth trajectory illustrates a dedication to expanding his dealership network,” Jonny added. The expectation is for Jim to continue thriving in his remaining ventures and for Aaron to foster further growth of Marthaler Automotive.

Future Outlook

Honda of Helena will continue its operations at its established location, 3377 Highway 12 East in Helena, Montana. The sale highlights not only an individual transaction but the robust health of the automotive dealership market in the region.

About Performance Brokerage Services

Founded over 30 years ago, Performance Brokerage Services specializes in the buy-sell activity of various dealership types, including automotive, RV, commercial trucks, and powersports. With an impressive track record of over 900 dealerships sold and a formidable 90% closing rate, the firm is distinguished by its ethical approach and commitment to client success. Their structure allows for complimentary estimates of value, with no upfront commitments, illustrating their confidence and assurance in delivering satisfying results.

Headquartered in Irvine, California, and supported by a network of 12 regional offices across the United States and Canada, the firm combines national expertise with local representation, ensuring valuable service delivery for clients. For additional insights regarding their offerings or to explore services, visit Performance Brokerage Services.

Conclusion

As the automotive landscape continues to evolve, strategic brokerage firms like Performance Brokerage Services play a pivotal role in fostering sustainable dealership growth and transitions. The sale of Honda of Helena marks one of the more recent steps in this ongoing journey, paving the way for future opportunities in the automotive sector.