National General Automotive Company

What National General Automotive Company does

National General Automotive Company (NAT) is a Riyadh-headquartered, privately held automotive distribution group established in 2008 as the automotive arm of the Abdullatif Alissa Group Holding, a Saudi conglomerate founded in the 1940s. NAT operates three wholly-owned subsidiaries: AUM (Alissa International Automotive Company), an authorized Isuzu dealer in Saudi Arabia since 1985 holding kingdom-wide rights since 2020 and exceeding 50% Isuzu dealer market share and 55% of Isuzu spare parts share in 2023; AutoStar Company, a multi-brand dealership established in 1998 distributing over 20 international brands including Toyota, Hyundai, Nissan, Geely, MG, Chery, and FAW; and Shuaa Al Sharq, the JAC Motors agent in Saudi Arabia since 2020. NAT also established AAMCO in 2019 as a dedicated maintenance services arm.

NAT serves individual retail buyers, corporate fleet customers, and the Saudi expatriate community through a hybrid physical-and-digital distribution model: state-of-the-art showrooms in Riyadh, Jeddah, Jizan, and (planned or underway) Dammam, Tabuk, Medina, and Al-Ahsa, combined with an e-commerce platform featuring online vehicle exploration, comparison, test drive scheduling, 24/7 chatbot support, and secure transactions. Revenue is generated through new vehicle sales (one-time purchase across 20+ OEM brands), recurring after-sales service subscriptions, and nationwide genuine spare parts distribution with mobile delivery capability. The company employs between 1,001 and 5,000 people, is closely held within the Alissa family (no external institutional investors or public listings), and aligns its stated mission with Saudi Vision 2030.

The business model is best characterized as a multi-brand authorized dealership and aftermarket services platform. Monetization spans vehicle gross margin on new units, contract wins for fleet procurement (e.g., the 3,400-vehicle Saudi Electricity Company supply agreement fulfilled by 2023), subscription-style after-sales service packages billed monthly, and spare parts margin across the kingdom. The underlying technology stack is conventional web and mobile commerce, with proprietary features limited to encryption-secured transactions, a 24/7 chatbot, and personalized recommendation logic — no proprietary AI/ML capability, data flywheel, or platform technology of note is disclosed. A Digital Transformation Manager role exists, and AutoStar is shifting investment from physical branches to electronic platform services, indicating an in-progress digitization effort rather than a mature digital-native operation.

Name

National General Automotive Company

Legal name

National General Automotive Company

Website

https://alissa-nat.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

National General Automotive Company is a Riyadh-headquartered, privately held multi-brand automotive distributor and aftermarket services group operating three subsidiaries (AUM for Isuzu, AutoStar for 20+ brands, Shuaa Al Sharq for JAC Motors) across Saudi Arabia under the Abdullatif Alissa Group Holding.

Ownership category

akta.pro rank

Product category

Automotive Retail and Dealership Services

NAICS

Motor Vehicle and Parts Dealers (441), Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD)

akta.pro secondary industry

Automotive, Tools & Industrial Supplies (B2B) (CRAEAEAH)

Keywords

• Automotive dealership services
• Vehicle sales
• Commercial vehicle distribution
• After-sales automotive services
• Automotive spare parts

Headquarters

HQ city

Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Vehicle Sales: Sales of new vehicles through showrooms including test drives, customized quotes, and fleet solutions. Multiple brands under subsidiaries: AutoStar (Changan, Chery, Chevrolet, Dodge, Fiat, GAC, Geely, Honda, Hyundai, Kia, Mazda, MG, Mitsubishi, Nissan, Peugeot, FAW, Renault Trucks, Suzuki, Toyota), AUM (Isuzu commercial vehicles), and Shuaa Al Sharq (JAC Motors).
2. After-Sales Services: Comprehensive after-sales support including maintenance, troubleshooting, and technical assistance throughout vehicle ownership journey.
3. Spare Parts: Nationwide supply of genuine spare parts with prompt delivery and stringent quality control across Saudi Arabia.
4. E-Commerce: Online platform for vehicle exploration, comparison, and purchase from comfort of home with secure transactions and personalized recommendations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

National General Automotive Company (NAT) is the automotive arm of Abdullatif Alissa Group Holding, operating three wholly-owned dealership subsidiaries in Saudi Arabia: AutoStar (multi-brand), AUM (authorized Isuzu), and Shuaa Al Sharq (authorized JAC Motors). The company sells new passenger and commercial vehicles, provides after-sales service and maintenance, and distributes genuine spare parts nationwide through showrooms, an e-commerce platform, and a fleet sales team.

Product overview

National General Automotive Company (NAT) operates as a diversified automotive group managing multiple subsidiary brands and service divisions. The core portfolio consists of three main subsidiaries: AutoStar Company (multi-brand dealership established 1998), Alissa International Automotive Company (AUM - authorized Isuzu dealer since 1985), and Shuaa Al Sharq Automotive Company (JAC Motors dealer since 2020). These subsidiaries offer vehicle sales across multiple international brands including Isuzu, JAC, Changan, Chery, Chevrolet, Honda, Hyundai, Toyota, and others. Supporting the sales operations are four integrated service modules: Sales Services (test drives, fleet solutions, customized quotes), After-Sales Services (maintenance and support), Spare Parts Supply (nationwide distribution), and an E-Commerce Platform (online vehicle exploration and purchase). The subsidiaries collectively serve the Saudi Arabian market through physical showrooms and a growing digital presence, aligning with Saudi Vision 2030.

Differentiator

Problem solved

Functional benefit

Products and services

• AutoStar Company (أوتو ستار)
• Alissa International Automotive Company (AUM / العيسى العالمية للسيارات)
• Shuaa Al Sharq Automotive Company (شعاع الشرق للسيارات)
• NAT Vehicle Sales and Fleet Solutions
• NAT After-Sales Services
• NAT Genuine Spare Parts Supply
• NAT E-Commerce Platform

Quantifiable outcome

• Over 50% market share for Isuzu dealers in Saudi Arabia since 2020
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• JAC MotorscoreChannel Partner/ Reseller/ Distributor · 1 January 2020JAC Motors, a leading Chinese automaker, partnered with Abdullatif Alissa Automotive (Shuaa Al Sharq) to expand its presence in Saudi Arabia. The partnership brings JAC's diverse range of innovative vehicles to the Kingdom, leveraging Alissa Auto's expertise and network to become a major market player. Focus is on commercial vehicles with after-sales services support.
• Abdullatif Alissa Group HoldingcoreStrategic or Co-development Partner · 1 January 2008NAT is a key member of Abdullatif Alissa Group Holding (established in the 1940s). The Group established NAT to manage its automotive business, creating a cohesive vision across all business units. NAT serves as the strategic arm of the Group in the automotive sector.
• IsuzucoreChannel Partner/ Reseller/ Distributor · 1 January 1985AUM (Alissa International Automotive Company) has been an authorized Isuzu dealer since 1985, initially limited to Riyadh. Since 2020, AUM holds kingdom-wide agency rights for Isuzu vehicles and after-sales services without geographical restrictions. Has grown to exceed 50% market share for Isuzu in Saudi Arabia.

Scale indicators6 records

Recent moves14 records

Expansion highlights6 records

Direct peers

• Abdul Latif Jameel: The dominant multi-brand automotive distributor across MENA, holding principal agencies for Toyota, Lexus, and Daihatsu and operating comparable showrooms, after-sales, and parts networks in Saudi Arabia. It is the largest, most directly comparable multi-brand dealer to NAT's structure.
• SAMCO (Saudi Automotive Manufacturing Co): Authorized distributor for Toyota and Lexus in Saudi Arabia with full dealer, after-sales, and parts capabilities. Its single-OEM depth (Toyota/Lexus) and national footprint closely mirror NAT's AUM-Isuzu subsidiary business model.
• Almabani Trading & Contracting: One of Saudi Arabia's longest-running automotive groups with Toyota franchises and full after-sales service. Operates similar showrooms and service centers across major Saudi cities, paralleling NAT's AUM commercial-vehicle network.
• United Motors Company (UMC): Saudi multi-brand automotive dealer with national coverage, fleet sales capabilities, and authorized agencies for passenger and commercial brands. Closely comparable to NAT's multi-brand AutoStar subsidiary in scale and customer mix.
• Almutlaq Group: Saudi diversified group with a major automotive division operating authorized dealerships for Honda and other international brands across the Kingdom. Its multi-brand showroom-and-service model parallels AutoStar's structure.
• Wallan Group: Saudi automotive holding with nationwide dealership operations and after-sales service for premium passenger brands. Comparable in scale, regional coverage, and customer segments to NAT.
• Mansour Al Mosaed Group: Saudi automotive dealer group holding Toyota and other franchises with multiple branches across Saudi Arabia. Comparable national dealer footprint and B2B fleet capability to NAT.

Broad incumbents

• Al Rajhi Group Holding: Diversified Saudi conglomerate with automotive and heavy equipment distribution interests alongside financial services and other operations. Overlaps with NAT on automotive distribution but operates as a much broader conglomerate rather than a focused dealer group.

Regional players

• Haji Husein Alireza & Co. (HHA): Long-established Saudi automotive and industrial group historically holding multiple OEM franchises. Operates in adjacent automotive distribution categories but with broader geographic and product focus than NAT's dealer core.
• Galadari Brothers: GCC-based multi-brand automotive retailer with operations across the UAE and Middle East. Directly comparable multi-brand dealer model but headquartered in the UAE rather than Saudi Arabia, providing a regional benchmark rather than a direct head-to-head competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/alissanat
• Facebookfacebook.com/Alissanat

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

Subsidiaries3 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 National General Automotive Company