One of Jacksonville’s most familiar dealership names is now working the other side of the table. Phil Porter Jr., who led Subaru of Jacksonville for years, has joined Jacksonville-based Heritage Capital Group Inc. as a principal, the firm announced April 28. In his new post, Porter will focus on mergers and acquisitions and exit planning for dealer clients, bringing hands-on dealership management experience to Heritage’s automotive advisory team.
According to the Jacksonville Daily Record, Heritage described Porter as a “seasoned automotive executive” who will help facilitate and evaluate potential deals. The firm’s release quoted Heritage CEO Bill Sorenson saying, "Phil’s automotive industry expertise is highly valuable as we navigate transactions with dealer clients," and noted that Porter looks forward to helping dealers "maximize value" as they work through exits and ownership transitions.
Deal Background and the Buyer
Heritage previously served as the exclusive sell-side adviser when the Porter family sold Subaru of Jacksonville last year, according to the firm’s transaction announcement. PR Newswire reported that the acquisition marked Shottenkirk Automotive Group’s entry into the Subaru brand and its first move into the Jacksonville market.
A deed recorded with the Duval County Clerk in September 2025 shows Shottenkirk Jacksonville Properties LLC paid about $30 million for three parcels totaling roughly 10 acres at 10800 Atlantic Blvd. and 1717 St. Johns Bluff Road S., an earlier Jacksonville Daily Record report found. The parcels include recently added showroom and service facilities and expand the site’s footprint around Discovery Plaza in East Arlington.
Porter’s Role and Local Implications
Porter, a 2019 graduate of the National Automobile Dealers Association Academy, will work out of Heritage’s Jacksonville office and is expected to help owners navigate the mix of emotional and operational decisions that come with selling a family business. Heritage describes itself as a middle-market investment bank that advises on mergers, acquisitions, valuations and exit planning, and says Porter’s operating background adds an owner-level perspective to its automotive practice. Heritage Capital Group said the hire strengthens its owner-centric advisory capabilities.
What It Means for Jacksonville Dealers
Locally, Porter’s addition underscores growing demand for advisers who can blend capital-markets expertise with real-world dealership experience as consolidation continues across the auto retail sector. Industry coverage of the Subaru of Jacksonville sale pointed to Shottenkirk’s push into Florida last year as part of that broader trend, a shift that is reshaping options for store owners weighing a sale or succession. Auto Remarketing covered Shottenkirk’s expansion into Florida.
