History Prime Motor Group

Prime Motor Group Launches Prime Subaru Manchester, and Our Team is Ready to Get to Work

If you haven't heard of father and son team Ira and David Rosenberg, you're missing out on a great story. The car business, a love of automotive, and a passion for success flow in the blood and live within the DNA of the Rosenberg men, and their drive to be the best helps push Prime Motor Group to do better and be better each and every day. These two put more work, more sweat, and more tears into the creation and nurturing of this group than any others, and you can see it in every aspect of our more than 30 dealer locations.

Prime Subaru Manchester is one of the newest dealerships to be added to the extended Prime Motor Group family, which includes other Subaru and New Hampshire locations, and we couldn't be more excited about this growth.

The Legendary Legacy of Prime Motor Group

Ira Rosenberg may have purchased his first dealership (a Toyota store in Danvers) in 1975, but he started selling cars in the early '60s, and has been passionate about making deals since he was a child. That deep-rooted enthusiasm for sales and great products, as well as a very long history of working hard for every dollar earned, laid the foundation for the future success of Prime Motor Group, and the current excitement of Prime's 1800+ employee family. But how did Prime come to be?

Ira navigated his way through the tough world of the car business, building the Ira Motor Group to a large and successful company, until somber family struggles made it so that, in 1999, taking a deal with Group 1 Automotive made the most sense. David had bought out his parents' share in the company, and doing so allowed Ira and his wife to focus on the problems at hand, instead of profits from dealerships. David worked within Group 1 for a few years-until he got the itch to change it up.

David retired in 2006 from the auto group named for his father, but his retirement didn't last too long-and neither did Ira's. Soon after, Ira and David Rosenberg partnered to purchase three dealerships in Maine under the "Prime" name, and in 2007, David collected another five dealerships in New England states. It made sense to collect all, now eight, dealerships under one single name-the Prime Motor Group--and the momentum has been building ever since.

The Prime Motor Group is Business-With a Heart

Ira Rosenberg believed that employees should be treated like family-in good times and bad-and it's a commitment that David carries on today. It's one of the most important values of the Rosenberg family and of the Prime Motor Group. Following closely behind? Treating all people with respect; helping those who need it; and giving back to the community whenever possible. Ira, who only recently retired at age 80, still lives his life embodying these values, and David practices what he preaches as well, both personally and as the leader of Prime.

These are also values that have been seen in business from the very first dealership within the Ira Motor Group, to the birth of the Prime Motor Group, to the new launch of Prime Subaru Manchester.

How Prime Subaru of Manchester is Doing it Right          

At each and every Prime Motor Group dealership - whether you're buying a car or bringing one in for service - we believe in full transparency, and giving you an experience that is fast, fair and simple.

We look forward to fulfilling all your family's automotive needs here at Prime Subaru Manchester, and promise the same fast, fair and simple experience!

Check out our selection of new and used vehicles, get directions, and check out our financing options. At Prime Subaru of Manchester, we are proud to serve Concord, Bedford, and Salem for all your Subaru needs!

Prime Subaru Manchester

764 Second Street,
Directions Manchester, NH 03102

  • Sales: 603-847-7041
  • Service: 603-847-7041
  • Parts: 603-847-7041


  • Monday 9:00AM-8:00PM
  • Tuesday 9:00AM-8:00PM
  • Wednesday 9:00AM-8:00PM
  • Thursday 9:00AM-8:00PM
  • Friday 9:00AM-6:00PM
  • Saturday 9:00AM-5:00PM
  • Sunday Closed
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