Astara
Astara is a Spanish-based private mobility company that distributes vehicles from 34+ automotive brands across 18 countries in Europe and Latin America through 1,700+ dealers, and offers subscription (Astara Move), advisory, and data-intelligence mobility services, reporting €5B in 2025 turnover.
- Company typePrivate
- Founded1979
- HeadquartersAlcobendas, Spain
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What Astara does
ASTARA MOBILITY, S.A. (Astara) is a privately held Spanish mobility company headquartered in Alcobendas (Madrid), founded in 1979 and reporting €5B in turnover for 2025. The company operates as an exclusive importer and distributor for more than 34 automotive brands across 18 countries in Europe (Spain, Portugal, Germany, Austria, Switzerland, Poland, Netherlands, Belgium, Luxembourg, Czech Republic, Slovakia, Sweden, Finland) and Latin America (Argentina, Bolivia, Chile, Colombia, Peru), with a dealer network of 1,700+ associated partners. Astara distributes brands including Renault, Nissan, KG Mobility, Foton, Zeekr, JAC, JMC, MG, Seres, Isuzu, Mitsubishi, Kia, GAC, and JMEV, monetizing through one-time vehicle sales, recurring subscriptions via Astara Move, and professional services including mobility advisory and data intelligence.
Its technology stack centers on a digital mobility platform that integrates the Astara Connect mobility solutions platform, the Astara Intelligence data-and-trends platform, the Astara Move subscription service, and the Astara Play driver-facing mobile application. These sit on top of CRM infrastructure delivered through a strategic collaboration with Salesforce, and are designed to enable data-driven personalization across the customer journey from purchase through subscription and aftersales.
Astara monetizes through three primary streams: vehicle distribution (one-time revenue via new vehicles, spare parts, and aftersales to dealers and end-consumers), the Astara Move subscription service (monthly recurring revenue bundling insurance, taxes, maintenance, and roadside assistance, currently live in Spain and Chile), and mobility advisory services (project-based revenue for individuals, corporates, and government administrations). Customer segments span individual consumers, corporate fleets, and public-sector organizations, served through enterprise field sales, dealer channels, and direct-to-consumer digital platforms. Customer concentration leans toward OEM partners — particularly Nissan, where Astara holds distribution rights across multiple European and Latin American markets — making OEM relationship continuity a key revenue dependency.
Astara firmographics
Firmographics- Name
- Astara
- Legal name
- ASTARA MOBILITY, S.A.
- Website
- https://astara.com
- Company type
- Private
- Founded year
- 1979
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Astara is a Spanish-based private mobility company that distributes vehicles from 34+ automotive brands across 18 countries in Europe and Latin America through 1,700+ dealers, and offers subscription (Astara Move), advisory, and data-intelligence mobility services, reporting €5B in 2025 turnover.
- Ownership category
- akta.pro rank
Astara industry classification
Industry- Product category
- Automotive Distribution and Mobility Services
- NAICS
- Other Motor Vehicle Dealers (4412)
- SIC
- Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)
- akta.pro primary industry
- Full-Service Fleet Management (Outsourced Fleet Programs) (THADAKAA)
Keywords
Where Astara is headquartered
LocationHeadquarters
- HQ city
- Alcobendas
- HQ country
- Spain
- HQ region
- Europe
Offices10 records
Markets served
Astara business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Vehicle Distribution: Astara serves as official importer and distributor for multiple automotive brands (Renault, Nissan, KG Mobility, Foton, Zeekr, GAC, JAC, JMC, MG, Seres, Isuzu, Mitsubishi, etc.) across 18 countries. Revenue generated through sale of new vehicles, spare parts, and aftersales services through dealer networks.
- Vehicle Subscription (Astara Move): Flexible vehicle subscription service allowing customers to drive vehicles for months without buying or leasing. Includes insurance, taxes, maintenance, and roadside assistance. Currently available in Spain and Chile with expansion plans.
- Mobility Advisory: Advisory services for individuals, companies, and government administrations on mobility solutions, leveraging data analytics and industry expertise.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Vehicle subscription includes insurance, taxes, maintenance, and assistance with immediate delivery and vehicle change options |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Astara product offering
Product offeringCore offering
Astara is a global mobility company that imports and distributes vehicles from multiple automotive brands across 18 countries in Europe and Latin America, operates a flexible vehicle subscription service (Astara Move), and provides data-driven mobility advisory services. The company serves as official importer/distributor for brands such as Renault, Nissan, KG Mobility, Foton, Zeekr, MG, Isuzu, and Mitsubishi through a network of more than 1,700 associated dealers.
Product overview
Astara is an open mobility ecosystem offering a comprehensive portfolio of mobility solutions. The core offerings include Astara Move (flexible vehicle subscription service with all-inclusive monthly fees), Car Purchase (facilitated vehicle buying across dozens of brands), and Astara Advisory (professional mobility guidance). Supporting digital platforms include Astara Play (driver app for cost reduction and driving optimization), Astara Connect (mobility solutions platform), and Astara Intelligence (data and trends platform). The company operates across Europe and Latin America, distributing vehicles from multiple automotive brands including Nissan, Renault, MG, KG Mobility, Foton, Zeekr, and others.
Differentiator
Problem solved
Functional benefit
Brands
- Astara Move: Vehicle subscription service offering flexible car rental without long-term commitments
- Astara Innovation & Venture Lab
- Astara Play
- AstaraCares
- Women@Astara
- En(abled)
- Social Challenge
Products and services
- Astara Move (Vehicle Subscription) Flexible month-to-month vehicle subscription service allowing customers to drive vehicles for months without buying or leasing. Monthly fee covers insurance, taxes, maintenance, and roadside assistance. Currently available in Spain and Chile with expansion plans.
- Car Purchase Service Vehicle buying service bringing dozens of automotive brands and all purchasing options to customers wherever they are, distributed through dealer networks.
- Astara Advisory Professional mobility advisory services providing guidance and support in searching for new cars and financing options with the best conditions for individuals, companies, and government administrations.
- Astara Play (Driver App) Driver mobile application that reduces costs, emissions, and optimizes driving behavior through real-time feedback and insights.
- Vehicle Distribution and Import Services Official importer and distributor services for multiple automotive brands (Renault, Nissan, KG Mobility, Foton, Zeekr, GAC, JAC, JMC, MG, Seres, Isuzu, Mitsubishi) across 18 countries. Includes vehicle distribution, spare parts, and aftersales services through dealer networks.
- Astara Connect Digital mobility solutions platform providing connected services for customers and businesses, enabling data-driven personalized mobility experiences.
- Astara Intelligence Mobility intelligence platform providing data, trends, and advisory services for strategic decision-making on mobility solutions.
Quantifiable outcome
- Electric vehicles cost 70-80% less per kilometer to operate compared to gasoline vehicles
- +3 more outcomes
Companies that use Astara
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles4 records
Astara technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Astara partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core, strategic and minor.
- RenaultcoreAstara appointed as official importer and distributor for Renault vehicles in Chile, leading a revamped sales network for distribution of a new range of products. This marks the first step in the relationship between the two companies.
- NissancoreAstara acquired Nissan business operations and appointed as official importer of Nissan vehicles and spare parts in Chile and Peru. Previously acquired Nissan distribution in Poland and operates Nissan in Austria and Switzerland since 2022.
- KG MobilitycoreAstara appointed as importer and aftersales service provider for KG Mobility (formerly SsangYong) vehicles in Portugal. KG Mobility offers low-emission vehicles, vans, and SUVs including the new Torres SUV.
- Iberia and VuelingstrategicAstara partnered with Iberia and Vueling airlines as mobility partner, integrating mobility services with airline travel experiences.
- GAC Motor Philippines (former)minorAstara Philippines previously distributed GAC Motor vehicles. GAC transitioned to factory-owned 'ONE GAC' structure in early 2026, with Astara winding down distribution activities in late 2025.
- SerescoreAstara appointed as importer of Seres vehicles in the Netherlands, expanding its electric vehicle offerings in Northern Europe.
- ZeekrcoreAstara became exclusive importer of Zeekr vehicles in Colombia, adding the premium electric vehicle brand to its portfolio in the Latin American market.
- Foton MotorcoreFoton Motor, China's leading commercial vehicle brand, appointed Astara as exclusive importer of light commercial vehicles in Spain. Portfolio includes pickups and vans with electric options including Foton e-View, e-Toano, and Tunland.
- MG (Switzerland)coreAstara distributing MG vehicles in Switzerland, adding another brand to its European portfolio.
- JACcoreAstara appointed as exclusive importer of JAC cars and pickups in the Philippines, expanding its presence in the Southeast Asian market.
- JMCcoreAstara appointed as exclusive importer of JMC pickup vehicles in the Philippines through partnership with Autohub Group. First Metro Manila dealership opened in Pasig.
- MicrolinocoreAstara presenting Microlino (ultra-compact electric vehicle) at IAA Mobility Munich, offering carsharing in Madrid through Astara Microlino Carsharing.
- Copec VoltexstrategicStrategic alliance between Astara Chile and Copec Voltex to promote electromobility through charging infrastructure development and electric vehicle adoption.
- Nissan PolandcoreAstara acquired Nissan operations in Poland covering new vehicle distribution, parts and services. Builds on successful Nissan operations in Austria and Switzerland since 2022.
- emovilistrategicAgreement between emovili and Astara for installation of charging points for electric vehicles, supporting EV infrastructure expansion.
- Micro (Micromobility)strategicStrategic alliance between Micro and Astara to lead micromobility offerings in Germany and Spain, combining e-scooters and urban mobility solutions.
- SalesforcestrategicStrategic collaboration with Salesforce for customer relationship management and digital transformation of mobility services.
- UN Global CompactstrategicAstara is a member of the United Nations Global Compact, committed to its 10 principles covering human rights, labor, environment, and anti-corruption.
- Climate Group EV100strategicAstara is a member of Climate Group EV100, a global initiative bringing together companies committed to transitioning to electric vehicles by 2030.
Scale indicators12 records
Recent moves7 records
Expansion highlights6 records
Astara competitors and assessment
Company assessmentDirect peers
- Inchcape plc: UK-listed global automotive distributor distributing and retailing new and used vehicles across multiple markets for premium and volume OEMs. Closest direct peer to Astara—both are multi-country multi-brand automotive importers/distributors with growing digital and aftersales service layers, differing mainly by geography mix and listing status.
Regional players
- Bermaz Auto Berhad: Malaysian automotive distributor holding exclusive rights to Mazda, Kia, Peugeot, and other brands across Malaysia and Vietnam. Comparable to Astara as a multi-brand regional auto distributor/importer, but focused on ASEAN markets rather than Europe and Latin America.
- Lithia Motors (Lithia & Driveway): One of the largest automotive retailers in North America with multi-brand franchised dealerships and a digital sales platform (Driveway). Comparable to Astara's dealer-network distribution model and digital sales layer, but primarily US/Canada focused.
- AutoNation: Largest US automotive retailer with multi-brand dealerships, used vehicles, and finance/insurance products. Comparable to Astara's dealer-network-driven multi-brand vehicle distribution model, though geographically limited to the United States.
Broad incumbents
- ALD Automotive: Société Générale subsidiary and one of the world's largest full-service leasing and fleet management companies operating in 40+ countries. Comparable to Astara's corporate mobility and fleet management segment as a global B2B mobility provider, though ALD specializes in fleet leasing rather than vehicle distribution.
- LeasePlan: Major global fleet management and car-as-a-service company (now private under a TDR Capital consortium). Overlaps with Astara's corporate mobility, subscription, and fleet offerings as an outsourced mobility provider, but focused on leasing rather than multi-brand distribution.
- Sixt SE: European-leading car rental and mobility platform with growing subscription/leasing services. Comparable to Astara Move as a flexible vehicle subscription alternative in Europe and overlaps with Astara's premium-brand mobility ambitions.
Others
- Cox Automotive: US-based automotive services group spanning Manheim auctions, Autotrader, Kelley Blue Book, and dealer software. Adjacent enabling peer to Astara given its automotive data and dealer-network services that could plug into Astara Intelligence / Astara Connect-style platforms.
- JATO Dynamics: Global provider of automotive market intelligence, data, and analytics to OEMs, dealers, and financial institutions. Adjacent enabling peer to Astara Intelligence given overlap in mobility data analytics and advisory service offerings.
Emerging players
- Finn.auto: Germany-based vehicle subscription startup offering month-to-month car subscriptions with all-inclusive pricing. Directly comparable to Astara Move as a European-focused car-subscription offering and an indicator of competitive pressure in the segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Astara social profiles
Digital presenceAstara compliance and trust
Trust signalCompliance3 records
Astara financial estimates
Financial estimateRevenue estimate
Valuation estimate
Astara leadership team
Management profileNumber of profiles
Profiles1 record
Astara subsidiaries and ownership
Company hierarchySubsidiaries13 records
Astara funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Astara M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Astara
What does Astara do?
Astara is a global mobility company that imports and distributes vehicles from multiple automotive brands across 18 countries in Europe and Latin America, operates a flexible vehicle subscription service (Astara Move), and provides data-driven mobility advisory services. The company serves as official importer/distributor for brands such as Renault, Nissan, KG Mobility, Foton, Zeekr, MG, Isuzu, and Mitsubishi through a network of more than 1,700 associated dealers.
Is Astara a public or private company?
Astara is a private company. It is classified as unknown and is currently operating.
When was Astara founded?
Astara was founded in 1979. It employs 1,001 to 5,000 people.
Where is Astara based?
Astara is headquartered in Alcobendas, Spain, in the Europe region.
How does Astara make money?
Three revenue lines are on record. Vehicle Distribution is the primary driver. The others are vehicle Subscription (Astara Move) and mobility Advisory.
Who are Astara's main competitors?
Inchcape plc is listed as a direct peer. Regional players are Bermaz Auto Berhad, Lithia Motors (Lithia & Driveway) and AutoNation. Broad incumbents are ALD Automotive, LeasePlan and Sixt SE. Others are Cox Automotive and JATO Dynamics. Finn.auto is listed as an emerging player.
Does Astara have an API?
No public API is recorded for Astara.
What industry is Astara in?
Astara's product category is Automotive Distribution and Mobility Services. Its primary akta.pro industry code is THADAKAA, Full-Service Fleet Management (Outsourced Fleet Programs). Its NAICS code is 4412 and its SIC code is 5010.