Sedona Jeep Builders (SJB)¶
Sedona Jeep Builders, Inc. — buys damaged Jeeps, rebuilds them, and sells them, with sourcing, rebuild, and retail all inside one company. Cash from Jeep sales funds the Turo rental fleet.
🎯 Headline metrics
| Metric | Target | Actual | Variance | As-of |
|---|---|---|---|---|
| Salvage Jeeps acquired / period | 🔴 | 🔴 | — | — |
| Sold units / month | 🔴 | 🔴 | — | — |
| Per-unit margin | 🔴 | 🔴 | — | — |
| Cash output funding Turo Car Rental fleet | 🔴 | 🔴 | — | — |
1. Ambition¶
Be the salvage-end of a coordinated Jeep play (paired with Turo Car Rental) — buy salvage-title Jeeps at auction, rebuild in-house, sell direct under the Sedona Jeep brand. Sedona Jeep Builders cash output funds Turo Car Rental's clear-title Wrangler acquisitions, creating a capital flywheel that covers the full title spectrum of Phoenix Jeep economics.
2. Where to Play¶
Phoenix recreational Jeep market — buyers seeking rebuilt-title Jeeps at salvage-derived price points. Brand: Sedona Jeep at sedonajeep.com. Adjacent bet outside the truck engine — judged on its own merits.
🔴 GAP: market sizing for Phoenix rebuilt-Jeep demand.
3. How to Win¶
The structural play is vertical integration in one INC: Sedona Jeep Builders is the counter-pattern to the HD-truck split. Same entity does sourcing, rebuild, AND sale.
| Function | HD trucks | Jeeps |
|---|---|---|
| Sourcing | Superior Truck & Equipment | Sedona Jeep Builders |
| Rebuild | Superior Equipment + Cactus Truck Rebuilder | Sedona Jeep Builders |
| Sale | Superior Truck & Equipment | Sedona Jeep Builders |
The win condition is build throughput × per-unit margin with no internal hand-offs between separate INCs.
🔴 Gap — Why unified vs split
Why the heavy-duty truck side is split across three companies and Jeep side is unified under one — strategic, historical, scale-driven — is parked for MC-ATG.
4. How Money Flows¶
Sedona Jeep buys a salvage-title Jeep at auction
│
▼
Sedona Jeep rebuilds it in-house
(sourcing + rebuild + sale all
inside one company)
│
▼
Sedona Jeep sells it direct
(sedonajeep.com + direct channels)
│
▼
Cash from the sale funds the Turo
Wrangler rental fleet
- Revenue: per-unit Jeep sale
- Cost: salvage acquisition + rebuild labor + parts + overhead
- Margin lever: build pipeline throughput × per-unit margin
- Strategic role: cash flywheel funding Turo Car Rental
5. Pro Forma — Three-Statement Projection¶
Assumptions block¶
- 🔴 Salvage Jeeps acquired per month — GAP
- 🔴 Average acquisition cost — GAP
- 🔴 Rebuild cost per unit (labor + parts) — GAP
- 🔴 Average sale price per rebuilt Jeep — GAP
- 🔴 Build cycle days — GAP
Projected P&L (annual)¶
| Line | Amount | Basis |
|---|---|---|
| Revenue (units × sale price) | 🔴 | needs volume + price |
| COGS (acquisition + rebuild) | 🔴 | needs both |
| Gross profit | 🔴 | derived |
| Overhead (lot + web + admin) | 🔴 | needs overhead |
| Net operating income | 🔴 | derived |
Projected balance sheet¶
🔴 GAP — work-in-progress Jeeps, finished inventory, payables.
Projected cash flow¶
🟡 Sedona Jeep Builders cash output is the funding source for Turo Car Rental fleet growth (mechanism for cross-INC capital movement parked for tax/legal review).
🔴 Gap — The unlock
Salvage acquisition + rebuild cost + sale price baseline. These three define per-unit margin, which defines Turo Car Rental's funding rate.
6. Path to Delivery (Operating Plan — this year)¶
Priority initiatives¶
- 🔴 Operational stand-up — auction sourcing, rebuild systems, sales process
- 🔴 Title-rebranding compliance — salvage → rebuilt-title legal sale process in Arizona
- 🔴 Volume + margin baseline — first 6-month measurement window
KPIs & cadence¶
- Salvage Jeeps acquired per period
- Active builds + days-in-build
- Sold units per period + per-unit margin
- Cash output (the funding source for Turo Car Rental fleet growth)
7. Risks¶
🟢 Confirmed — Operating risks
- Auction supply of salvage Jeeps (volume + price)
- Rebuild quality / time per build
- Demand for rebuilt Jeeps in Phoenix enthusiast market
- Title-rebranding compliance (salvage → rebuilt-title; Arizona requirements)
🔴 Gap — Quantified risk
Auction-supply volatility, demand seasonality, title-rebranding cost.
8. Gaps (punch-list for this entity)¶
🔴 Salvage acquisitions/month · 🔴 acquisition cost · 🔴 rebuild cost · 🔴 sale price baseline · 🔴 build cycle days · 🔴 title-rebranding compliance · 🔴 cross-INC capital movement mechanism (Sedona Jeep Builders → Turo Car Rental funding).
Appendix · Operational reference¶
How the Jeep business and the Turo fleet pair up¶
| Entity | Vehicle title | Treatment | Revenue model |
|---|---|---|---|
| Sedona Jeep Builders | Salvage title | Rebuilt for sale | Per-unit sale |
| Turo Car Rental | Clear title | Held as rental fleet on Turo | Per-trip rental |
Together cover the full title spectrum of Phoenix Jeep economics. Sedona Jeep Builders cash funds Turo Car Rental's clear-title Wrangler acquisitions at Manheim.
Operational status¶
Sedona Jeep Builders is currently flagged SETUP IN PROGRESS. Business model defined; operational systems being stood up.
Financial data¶
Figures render from the group's financial data layer; the bookkeeping-system wiring lives in the internal appendix (financial data pipeline).