Offering high-quality used and power sports vehicles, the Price Automotive Group has opened Price Premier outside Rehoboth Beach.

The new dealership is unique in the motor vehicle space because it sells cars and trucks, but also is a power sports dealership, said Ryan Caulfield, Price Premier general sales manager.

Construction of the new 22,300-square-foot dealership began in February 2024; it’s been open for a little more than a week off Route 24 just west of Route 1.

The family of dealerships was founded by Warren Price in the early 1970s, but he started selling motorcycles prior to that under the name Diamond Motor Sports. Price died in 2014 at 72 after battling cancer.

He always had a vision to open a location at the beaches, said Caulfield. The company has been in business a long time, he said, and this new location is honoring that legacy.

The Price Automotive group has Acura, Honda and Toyota dealerships in Kent and New Castle counties. The used-car selection will often feature those brands, but there’s not a specific affiliation with those makes, which means there will be other brands on the lot, said Caulfield. 

Caulfield said the service center can service makes and models of all vehicles. There are 14 bays for vehicles and seven bays for power sports vehicles, said Caulfield.

“We’re capable of servicing everything from a dirt bike to a Corvette,” said Caulfield.

Price Premier, 17233 Hood Road, Rehoboth Beach, is open 7 a.m. to 8 p.m., Monday through Friday; and 8 a.m. to 5 p.m., Saturday.

For more information, go to pricepremier.com, call 302-603-3050 or email Caulfield at rcaulfield@priceautogroup.com.