What Moreno does

Moreno is a privately held, multi-brand automotive retail group headquartered in Faenza, Italy, operating 16 dealership locations across the Emilia-Romagna region and adjacent Veneto (Rovigo) and Emilia (Ferrara) markets. Founded around 1988, the group is structured as Moreno Holding Group s.p.a. with two wholly-owned operating subsidiaries — Moreno Motor Company srl and Reno Motor Company srl — under private/family-style ownership. Moreno functions as a traditional automotive dealer: it sells new, used, and 'km 0' (nearly new) vehicles from over 30 brands, including core OEM franchises with Toyota, Renault, Dacia, Jeep, and Lexus, plus emerging Chinese and EV brands such as Omoda, Jaecoo, BYD, Mobilize, and Cupra.

The company's underlying technology stack is conventional dealer infrastructure rather than proprietary technology: a website-based vehicle catalog (moreno.it) with filtering by make, model, price, and payment; WhatsApp-based customer communication; and standard social media presence on Facebook, Instagram, TikTok, and YouTube. No mobile application, API platform, or AI/ML components are disclosed. Around this basic infrastructure, Moreno layers an integrated services offering including third-party financing (loans up to 96 months, balloon financing with guaranteed residual value, leasing, and rental/noleggio), insurance brokerage (RCA, Kasko, hail), vehicle trade-in, prepaid maintenance packages, and home delivery across Italy.

Moreno makes money primarily through one-time vehicle sales (one-time license model) supported by transaction-fee streams from financing arrangement, insurance brokerage, trade-in, and rental contracts. Unit pricing ranges from under €10,000 for budget used cars to €50,000+ for premium and luxury vehicles, with monthly payment options starting around €191. The customer base is split between private individuals (primary segment), businesses and corporate fleet buyers (via the dedicated 'Moreno for Business' program), and self-employed professionals (partite IVA) seeking tax-advantaged leasing. Distribution is exclusively through physical dealership showrooms; the company explicitly does not operate an online-only or marketplace sales channel, requiring in-person visits for test drives and handover. With 101-250 employees and over 1,000 vehicles in stock, Moreno is a sizeable regional dealer group by Italian standards, though revenue is not publicly disclosed.

Name

Moreno

Legal name

Moreno Holding Group s.p.a.

Website

https://moreno.it

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

101–250 employees

Short description

Moreno Holding Group is a privately held Italian multi-brand car dealership group operating 16 locations across Emilia-Romagna, selling new, used, and km0 vehicles from 30+ brands alongside financing, insurance, trade-in, and maintenance services for retail, business, and self-employed customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Faenza

HQ country

Italy

HQ region

Europe

Offices12 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Vehicle Sales: Sale of new, used, and 'km 0' (nearly new) automobiles through 16 dealership locations. The company offers vehicles across 30+ brands including Renault, Jeep, Toyota, Lexus, Dacia, Omoda, and Jaecoo.
2. Financing Services: Vehicle financing options including traditional loans up to 96 months, balloon financing with guaranteed residual value, leasing, and rental solutions. Customers can choose to keep, return, or exchange vehicles at the end of financing terms.
3. Insurance Services: Insurance products including RCA (liability), Kasko (comprehensive), hail damage, and other coverage options bundled with vehicle purchases.
4. Vehicle Trade-in and Purchase: Customers can sell their used vehicles directly to Moreno or use them as trade-ins towards vehicle purchases.
5. Noleggio (Rental/Leasing): Short-term and long-term vehicle rental services including both new and used vehicles for private customers, businesses, and self-employed individuals.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Moreno is a multi-brand car dealership group operating 16 physical showrooms across the Emilia-Romagna region of Italy. The company sells new, used, and km0 (preregistered) vehicles from more than 30 automotive brands including Renault, Jeep, Toyota, Lexus, Dacia, Omoda, and Jaecoo, with over 1,000 vehicles in stock. Beyond vehicle sales, Moreno offers bundled financing, insurance (RCA, Kasko, hail coverage), vehicle maintenance packages, trade-in and vehicle-purchase services, home delivery across Italy, and a dedicated fleet/business program under 'Moreno for Business'.

Product overview

Moreno is a multi-brand car dealership operating across the Emilia-Romagna region of Italy with 16 locations. The company's primary offering is Moreno Auto, a comprehensive vehicle sales platform offering new, used, and km0 (preregistered) vehicles from over 30 automotive brands including Renault, Jeep, Toyota, Lexus, Dacia, Omoda, Jaecoo, Mercedes-Benz, BMW, Audi, Volkswagen, Peugeot, Fiat, Opel, Ford, Hyundai, Kia, Volvo, Nissan, and many others. The core product is complemented by add-on services including Moreno for Business (fleet/corporate sales), vehicle financing (traditional loans, balloon financing, leasing, rental), insurance services (RCA, Kasko, hail coverage), vehicle maintenance packages, vehicle trade-in/purchase services, and nationwide home delivery. The company positions itself as a full-service automotive dealership with over 35 years of experience serving private customers, businesses, and individual vehicle sellers.

Differentiator

Problem solved

Functional benefit

Products and services

• Moreno Auto Multi-brand vehicle retail offering new, used, and km0 (preregistered) vehicles from over 30 automotive brands (Renault, Jeep, Toyota, Lexus, Dacia, Omoda, Jaecoo, Mercedes-Benz, BMW, Audi, Volkswagen, Peugeot, Fiat, Opel, Ford, Hyundai, Kia, Volvo, Nissan, and others) through 16 physical showrooms with over 1,000 vehicles in stock ready for delivery. Targets private consumers and businesses across Italy.
• Moreno for Business Dedicated fleet and corporate vehicle sales program offering commercial vehicles, volume fleet solutions, company car packages, and corporate financing for businesses, self-employed professionals (partite IVA), and small to medium enterprises across Italy.
• Vehicle Financing Customized vehicle financing solutions offered to retail and business customers, including traditional loans up to 96 months, maxirata (balloon) financing with guaranteed residual value, leasing, and noleggio (long-term rental). Customers can choose to keep, return, or exchange vehicles at the end of financing terms. Monthly payments range from approximately €191 to over €750 depending on vehicle price and term.
• Insurance Services Comprehensive vehicle insurance offerings bundled with vehicle purchases, including RCA (third-party liability), Kasko (collision/comprehensive coverage), hail damage coverage, and other vehicle protection plans tailored to customer needs.
• Vehicle Maintenance Vehicle maintenance and repair services offered through Moreno's authorized service centers, with prepaid maintenance packages available for purchase. Supports after-sales care for vehicles purchased through Moreno's network.
• Vehicle Trade-In Vehicle trade-in and direct purchase service allowing customers to sell their current vehicle with immediate payment, or use the trade-in value as partial payment toward a new vehicle purchase from Moreno's inventory.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• RenaultcoreChannel Partner/ Reseller/ DistributorOfficial Renault dealership for passenger vehicles and commercial vehicles. Operates dedicated Renault portals including moreno.concessionaria.renault.it for passenger cars and moreno.concessionaria.renault.it/professional for commercial vehicles.
• JeepcoreChannel Partner/ Reseller/ DistributorOfficial Jeep dealership operating through moreno-stellantis.it/concessionario/jeep. Offers the full Jeep lineup including Wrangler, Renegade, Compass, and Avenger models.
• ToyotacoreChannel Partner/ Reseller/ DistributorOfficial Toyota dealership operating through moreno.toyota.it. Multiple locations dedicated to Toyota sales including dedicated Toyota showrooms in Bologna, Cesena, Ravenna, San Giorgio di Piano, Forlì, Rovigo, and Ferrara.
• LexuscoreChannel Partner/ Reseller/ DistributorOfficial Lexus dealership for the Romagna region operating through romagna.lexus.it. Available at Cesena and Ravenna locations.
• DaciacoreChannel Partner/ Reseller/ DistributorOfficial Dacia dealership operating through moreno.concessionaria.dacia.it for passenger vehicles and moreno.concessionaria.dacia.it/professionisti for professional/business customers. Offers Dacia's value-oriented vehicle lineup.
• Omoda and JaecoominorChannel Partner/ Reseller/ DistributorAuthorized dealer for emerging Chinese automotive brands Omoda and Jaecoo, operating through omodajaecooitalia.com. Available at Faenza, Cesena, Ravenna, and Forlì locations.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Intercar: Multi-brand Italian automotive dealer group with locations across northern Italy carrying major franchises including Toyota and other volume brands. Comparable in scale, brand mix, and integrated financing/insurance/service offering.
• Autotorino: Italy's largest multi-brand automotive dealer group, operating dozens of showrooms across northern and central Italy representing many of the same OEM brands (Toyota, Renault, BMW, Mercedes, Volkswagen). Direct overlap in product portfolio, customer segments, and Italian geographic concentration.
• Ceccato Automobili: Italian multi-brand automotive dealer group with a comparable mix of franchise brands and integrated service offerings, focused on northern Italy and overlapping with Moreno's geographic markets.
• Gino S.p.A. Established multi-brand Italian car dealer group with operations across multiple northern and central Italian regions. Closely comparable in business model — franchised sales, used vehicle retail, financing and aftersales.
• Sironi Auto: Italian multi-brand dealership group operating across northern Italy representing overlapping OEM franchises. Comparable dealer-of-multiple-brands model with financing, insurance and aftersales integrations.
• Fratelli Cozzi: Long-standing Italian multi-brand dealer serving the Lombardy region with similar brand portfolio (including Toyota and other Japanese and European OEMs), competing for the same private, fleet, and professional customer segments.

Broad incumbents

• Auto1 Group: European-wide digital used-car platform (Auto1.com, Autohero) and operator of remarketing services. Indirect competitor on used-car acquisition and retail; partially overlaps with Moreno's trade-in and used-vehicle wholesale flow.
• Inchcape plc: Global automotive distributor and retailer with multi-brand operations across multiple continents. A broad incumbent peer — overlaps in distributor/dealer model across many of the same OEM brands but at much larger scale and broader geographic footprint.

Emerging players

• BrumBrum: Italy's leading online used-car retailer offering home delivery and direct purchase. Competes most directly with Moreno's used-vehicle and 'km 0' inventory from a pure-digital model — a structural threat to Moreno's storefront-based used-car economics.

Regional players

• Marshall Motor Group: One of the UK's largest multi-brand dealer groups with a comparable franchise mix and integrated service offering. Comparable in business model — franchised new/used vehicle retail, financing, fleet and aftersales — though operating exclusively in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/Morenoholdinggroup
• Facebookfacebook.com/MorenoGroup
• Instagraminstagram.com/morenogroup
• TikToktiktok.com/@morenogroup?_r=1&_t=ZN-94F1kn9pgN4
• LinkedInlinkedin.com/company/moreno-motor-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Moreno