About Charlie's Family of Dealerships

Charlie Shuman, the President of Charlie's Motor Mall is running what is now considered the largest new car dealer group in the state. He takes pride in superior customer satisfaction with the largest inventory of new, used cars and certified pre-owned vehicles available.

Charlie hasn't forgotten his small beginnings when he took his first job as an office clerk at the former Henry Kimball Co., a Dodge dealership. Where he worked his way through other positions, before moving on to work for American Motors Jeep Corp. During those 17 years, he worked his way up, eventually becoming District Sales Manager for Maine, Massachusetts and New Hampshire.

In 1986, he and a partner opened Charlie's Subaru in Augusta, Maine. Charlie bought out his partner after 5 years and continued buying more dealerships... and his success has continued.

Charlie Shuman has built the company from a single franchise employing 17 people in 1986 to a 240- employee, 8- franchise company selling nearly 7,000 vehicles annually. Even though Charlie's has grown substantially, we still are a family run business with the same values and beliefs that starts the organization 25 years ago.

The company offers state of the art service, parts and body shop facilities with over 60 factory-trained technicians. So if are looking for a dealer that offers great prices, a large inventory and attention to every customer, then you've come to the right place.

Charlie's 25th Anniversary

Even though Charlie, Steve and Elissa don't personally meet every customer, the commitment to exceptional customer service can be seen in all our employees. They all stand behind Charlie and you!

You can read more about Charlie's and the history of Charlie's Motor Mall by the Kennebec Journal in this special celebrating Charlie's 25th Anniversary.

Hear What Our Customers Have to Say

"2002 Subaru Legacy"

I purchased my Subaru at your dealership; every service, repair, etc. on the car has been done at your dealership; from telephone call to set appointment to leaving the dealership after the appointment, I have been served with experience, intelligence, common sense, courtesy, talent and timeliness. My thanks to all.


"I wanted you to know"

Just want you to know that Darrell in Mazda Service is awesome.  He really listens to my questions & my concerns.  Don't lose him as he is a real people person!!!!

I've been using your service dept for 10 yrs or more and have had excellent results.....even though I have to spend money...

I have also recommended Charlies to a lot of people.....especially the service dept. side...

Most recently I asked Service who they would recommend in the Toyota Sales Dept. for my younger sister as she was looking to buy a new vehicle.  My older sister had already purchased a Toyota 3 yrs before, because I had recommended Charlies to her....she did check out Lee Toyota but didn't like the sales person.....

Thank you for your "GREAT SERVICE DEPARTMENT", it means a lot to me......

Sincerely, Marry Z.

"2012 Honda Odyssey"

Josh is awesome. I've never had such a positive experience buying a car (and I've had many cars)! I will go to Josh every time and recommend him as well. Charlie's is responsive, competitive and honest. You can't ask for anything more.


"Above and Beyond"

I would like you to be aware of a situation that I experienced at your dealership. I bought a used 2009 Toyota Corolla S recently at one of your dealerships. I called to ask about this that I looked at on Sunday. I was fortunate enough to be connected to Andy DuPont and he made me feel so comfortable that I drove right there on Monday and bought the car. My sales experience with Andy was terrific.

After delivery, I realized that I had 1 key and it was the valet key and there were no remotes. I called Andy and he informed me of the details of how the car was traded and that all the keys and remotes were not turned in the previous owner. Contact with the previous owner was attempted but failed.

Andy was kind enough to tell me that keep remotes when he gets them and would make arrangements to have two of them programmed for my car. He made all the arrangements around my schedule and it was a done deal.

A few weeks went by and I realized that still had only 1 key. I found myself in Augusta (a35 mile drive from Damariscotta) on the Columbus Day Holiday and stopped to see my guy Andy. I told him that the parts department wanted $120 to cut me a key. He picked up his phone, made a quick call, advised me to go the service department and they would cut and program a key for me at no cost. An hour later I had a key that actually opened my trunk! Before I left, the service rep handed me and invoice for the work and told me that I could not have to pay for it because Andy had paid for it out of his own pocket.

Mr. Shuman, I was so humbled by this gesture from Andy I felt that you had to know about this. This man is a quality person, a talented salesman and is a generous man with integrity. He deserves to be recognized for going above and beyond for me. I did not buy and expensive new car? I purchases a used vehicle but he made me feel like was the most important client that he had. This is a testament to the quality of individual that Andy is and you are fortunate to have him in your employ.

On a side note, I am so pleased with my new (used) car, she is the fourth vehicle I have purchased from you and her name is Gracie. She and I are getting along very well. She has found her new with my son and I and we both love her.

Sincerely, R. Philippon

"Good morning Mr. Shuman"

I just wanted to drop you a line. Our experience with you folks was awesome over the weekend and Tuesday! I will say; the much dreaded experience dealing with vehicles is now over for us. Now that we have joined your family; that's where we are staying. We have relatives that have been dealing with your company for years and have only have good things to say. Only good experiences!  I have liked your page on Facebook , commented on my Facebook page and recommended you to all our friends! I also wanted to thank you and have sent an e-mail to Roger as well.

We had great experience with "Baggler", he's a cool dude. He's knowledgeable, friendly, and good at what he does. I would mostly like to commend Roger (finance)! He is definitely an outstanding employee at your company! He is friendly, helpful, intelligent, and personable. He went above and beyond for us on our truck purchase! Dealing with him was very easy. Our 4 year old daughter absolutely loved him as well! He got incredible financing for us over the weekend. Then we got a call from him Monday with great news. We stopped back by, and again; he put a huge smile on our faces! He had got us an even better company, with cheaper interest, included Gap (our insurance company doesn't offer), and lower monthly payments. We were just floored with him helping us out in that way; on his own! We hope that he stays with you folks for a very long time. He is a plus to your company, and an awesome individual!

We just wanted to thank him, and your company. We're in, and are staying with your family. It's a pleasant experience. It's not "just" about business and the money, as all the others' are out there. Just wanted to recognize Charlie's, Roger, "Baggler", and our newly found company, friends and family!! We simply love our new Raider!!

Enormously Satisfied,The Hartford's

"Thanks Charlie's Public Wholesale!"

Thanks to Rick and the guys at Charlie's Wholesales... I just took my nephew in to see them today to buy his first car at 19yrs old and Rick and the guys treated him great we couldn't be happier to be part of the Charlie's family!


"Dear Staff at Charlies Honda"

We wanted to take the time to send along a big. "Thank you" to everyone. (Especially Josh Hall) who helped us purchase a new car at Charlies Honda. We were extremely happy with the way Josh dealt with us (and our three year old... who currently lacks patience). Not only did he listen to our needs, he was honest, laid back enthusiastic, knowledgeable, and strait-forward. Unlike other dealerships we visited, we never felt pressured to buy a vehicle form Charlie's. Although your dealership is quite a drive from Brunswick, it was certainly well worth it.

We decided to purchase our new CR-V from Josh because of all of the above reasons. We will without a doubt, send others to your dealership. Thank you for treating us with respect and conducting yourselves in a non-threatening manner. To us, this makes a huge difference with whom we decide to do business with. When it is time to purchase another vehicle, we surely will return to Charlies Honda.

Thanks again. Buying a vehicle from Josh was a great experience!

Sincerely, A Happy Honda Customer From Brunswick, Maine

"Dear Charlie"

I want to express my thanks and gratitude for the recent excellent customer service which I received from a member of your sales staff, Dave McMillan. Today my car locked me out I believe we will End the problem to be in the security system once I get the car to the dealership for service. I was at my home and had left the keys in the front console. I shut the door and when I returned to the car it was locked and the security light was blinking. I could not locate my spare key to unlock the car so I needed help.

I called the dealership and was connected with McMillan. He kindly listened to my story - I think I sounded a little frantic as I needed the vehicle to get to work. Dave explained that I have a free service to come unlock the vehicle. He gave me the toll free number to call, explained what information I would need, and offered to have a spare key overnight mailed to me in Belfast.

During the whole conversation, Dave made me feel like this problem was no problem. He was very helpful and seemed very willing to assist Nom more than ever I know why I have purchased my last four Subaru?s at Charlie?s and I have been a satisfied customer for over 12 years.

Sincerely, A Happy Subaru Customer

"Dear Charlies Shuman"

I was in the auto business for 55 years and I always made sure to treat my customers with honesty and respect and kept my word. Recently, I sold my Ford truck and my Toyota Camry. I shopped around locally for a new Highlander. I then called Charlie's.

I told George Reinfield and Jeff Hansen what I wanted in my new Highlander. Within a few hours they called me back with the style and color I wanted. Without pressuring me for a sale, they just asked if I was interested because they would have to get the out-of-state. They said we would work out the details later and not to worry. I said "yes go ahead and get it."

As soon as the Highlander arrived they called me and kept me up-to-date on when it would be ready. I got a very fair price on my new Salsa Red Pearl Highlander and have never been used better then I was with Charlie's Toyota. They run their business on the same morals I ran my car business on, honesty and respect. Travis in the finance department was very patient and explained everything to me. George explained all the warranty and showed me all the important features in my new Toyota Highlander. I never felt rushed at any time and all my questions were answered. Most importantly they showed an appreciation for my business.

Charlie's Toyota far exceeded my expectations!

I urge anyone looking to buy a new or used car, truck, or SUV to stop and look at Charlie's Toyota. Thank you Charlie and Steve Shuman, Jeff Hansen and George Reinfield for your professionalism, honesty and friendliness.

I now know why Charlie's sells so many cars, trucks and SUV's and has so many loyal customers. I know I am now on the long list of satisfied and loyal lifetime customers! It was my pleasure to work with Charlie's

Proud owner of a new 2010 Toyota Highlander & Charlie's Customer

Contact Information

Charlie's Motor Mall

465 Western Ave

Augusta, ME 04330
sales Sales:
(888) 292-7751
service Service:
(877) 375-8764
parts Parts:
(877) 374-2496
fax Fax:

Sales Hours

  • Monday: 8:00am - 8:00pm
  • Tuesday: 8:00am - 8:00pm
  • Wednesday: 8:00am - 8:00pm
  • Thursday: 8:00am - 8:00pm
  • Friday: 8:00am - 8:00pm
  • Saturday: 8:00am - 6:00pm
  • Sunday: Closed

About Charlie's Motor Mall