The legacy entity Boyded was formed in 1951 with the purchase by Bernie Webb of a public company, Boyd Edkins Ltd, which included in its portfolio of dealerships Fair Deal Motors in Parramatta. Boyd Edkins Ltd was a company floated by Boyd Edkins following World War 1. At the time to prove the worth of their cars retailers often took a leading part in races and rallies, Edkins twice broke the speed record from Melbourne to Sydney, in 1914 and in March 1916.
Over the ensuing decades following the 1951 purchase by the Webb family, the company expanded to 13 dealerships and took on several equity partners in the process.
Heartland Motor Group was formed in July 2001 as a consolidation of West City Holden, John Young Holden, Boyded Holden (the original Fair Deal site) and Windsor Road Holden. Heartland underwent ownership restructures in March 2007 and July 2009 divesting outside equity partners, resulting in the Heartland operations being wholly owned by the Webb family. The Board of Directors is now comprised of members of the Webb family and the current CEO Kieran Turner is the grandson of the founder, Bernie Webb.