Saga Group
Saga Group is a privately held Brazilian multi-brand automotive dealership group, founded in 1972, operating 110+ stores across five states and representing 19 vehicle and motorcycle brands for individual consumers.
- Company typePrivate
- Founded1972
- HeadquartersGoiânia, Brazil
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Saga Group does
Saga Group (legal name Sociedade Anônima Goiás de Automóveis) is a privately held Brazilian automotive dealership group founded in 1972 and headquartered in Goiânia, Goiás. The group operates more than 110 physical retail locations across five Brazilian states — Distrito Federal, Goiás, Mato Grosso, Rondônia, and Minas Gerais — and is an authorized dealer for 19 automotive and motorcycle brands including Volkswagen, Toyota, Hyundai, Chevrolet, Fiat, Jeep, BMW, BYD, Geely, Denza, Leapmotor, Nissan, Renault, Peugeot, Citroën, Ram, Mitsubishi, MINI, and Triumph. Its core business is multi-brand new vehicle sales conducted through brand-specific dedicated showrooms, supplemented by used vehicle sales under the Primeira Mão sub-brand, consórcio (group savings) financing, insurance products under Saga Seguros, an all-inclusive monthly car subscription service called Saga Mobi, after-sales maintenance and parts through Saga Pós-vendas, and body shop services.
The group's go-to-market is predominantly physical retail (enterprise field sales motion through 110+ brand-specific showrooms with in-person test drives and consultations) combined with online channels for browsing and lead capture. Revenue streams are diversified across transactional (new and used vehicle sales), recurring (Saga Mobi subscription, insurance administration, consórcio fees), and service-based (maintenance, body work, parts) lines, with no single stream disclosed as dominant. The company employs 1001-5000 people, has a wholly-owned non-profit subsidiary (Instituto Saga, established 2021) for ESG positioning, and has recently diversified into premium cycling retail through its Moove hub representing BMC Switzerland and Princeton Carbonworks. The strategic posture is one of brand-portfolio breadth and regional density rather than technological differentiation, with recent expansion weighted toward Chinese electric vehicle brands as Brazil's EV market develops.
Saga Group firmographics
Firmographics- Name
- Saga Group
- Legal name
- Sociedade Anônima Goiás de Automóveis
- Website
- https://gruposaga.com.br
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Saga Group is a privately held Brazilian multi-brand automotive dealership group, founded in 1972, operating 110+ stores across five states and representing 19 vehicle and motorcycle brands for individual consumers.
- Ownership category
- akta.pro rank
Where Saga Group is headquartered
LocationHeadquarters
- HQ city
- Goiânia
- HQ country
- Brazil
- HQ region
- Latin America
Offices15 records
Markets served
Saga Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D, Others
Revenue model
- New Vehicle Sales: Sale of new cars and motorcycles from 19 different brands including Volkswagen, Toyota, Hyundai, Chevrolet, Fiat, Jeep, BMW, BYD, and others. Revenue generated from vehicle transactions at retail prices.
- Used Vehicle Sales (Primeira Mão): Sale of pre-owned vehicles through the Primeira Mão brand, operating multiple used car locations across Brazil.
- Consórcio (Group Savings Plans): Administration of consórcio (group savings plans) for vehicle acquisition, allowing customers to pool resources for vehicle purchases.
- Insurance Services: Sale and administration of vehicle insurance products through Saga Seguros.
- Saga Mobi Car Subscription: All-inclusive car subscription service with no down payment, additional costs, or long-term commitments. Customers choose from various models and plans.
- After-Sales Services: Maintenance, repairs, parts sales, and body/paint services through Saga Pós-vendas.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New vehicle sales across multiple price points |
| Subscription | Monthly | Saga Mobi car subscription service |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Saga Group product offering
Product offeringCore offering
Saga Group sells new vehicles across 19 car and motorcycle brands, used vehicles under the Primeira Mão brand, and offers consórcio (group savings plans) and vehicle insurance as financing solutions. It also operates Saga Mobi, an all-inclusive car subscription service without down payment or long-term commitment, and provides after-sales maintenance, parts, and body shop services (Saga Pós-vendas and Funilaria e Pintura Saga). Distribution is through 110+ brand-specific physical dealerships across Distrito Federal, Goiás, Mato Grosso, Rondônia, and Minas Gerais in Brazil.
Product overview
Saga Group operates as a multi-brand automotive dealership group with a platform-plus-services model. The core offering consists of new vehicle sales across 19 automotive brands and motorcycles, complemented by financial services (consortium and insurance), the Saga Mobi subscription/rental service, used car sales under the Primeira Mão brand, and after-sales support including maintenance and body shop services. The Moove division extends the portfolio into premium cycling and sports equipment.
Differentiator
Problem solved
Functional benefit
Brands
- Saga Mobi: Car subscription service offering all-inclusive vehicle subscriptions without entry costs, additional costs, or long-term commitments
- Primeira Mão
- Moove
- Instituto Saga
Products and services
- Carros 0KM (New Vehicles) New vehicle sales representing 19 automotive brands including Volkswagen, Toyota, Chevrolet, Hyundai, Fiat, Jeep, Nissan, Renault, Peugeot, BMW, MINI, Ram, Citroën, BYD, Geely, Denza, Leapmotor, Land Rover, and Mitsubishi (Tauro Motors), offered to individual consumers through 110+ brand-specific dealerships.
- Motos (Motorcycles) Motorcycle sales representing BMW Motorrad and Triumph brands through dedicated dealerships in Goiânia and other locations, offering premium motorcycles for various riding preferences.
- Consórcio Vehicle consortium service allowing customers to purchase vehicles through installment-based group savings plans with periodic lotteries and bidding processes, administered by Saga Group.
- Seguro (Insurance) Automotive and residential insurance services tailored to customer needs, administered by Saga Seguros to provide coverage and peace of mind for vehicle owners.
- Saga Mobi All-inclusive car subscription service allowing customers to subscribe to vehicles without down payment, maintenance costs, or long-term commitments, with electric vehicle options and car-sharing solutions offered on a quote-based monthly plan.
- Primeira Mão (Used Vehicles) Used vehicle sales operation under the Primeira Mão brand offering certified pre-owned vehicles across multiple locations in Brazil, including specialized Off Road and Premium variants for different customer segments.
- Pós-vendas (After-Sales Service) After-sales services including vehicle maintenance, specialized care, parts sales, and ongoing support to ensure customer satisfaction and vehicle longevity across Saga dealerships.
- Funilaria e Pintura Saga (Body Shop and Painting) Body shop and painting services for vehicle collision repair and restoration, available at Saga locations in Brasília and Goiânia.
- Moove Premium sports and cycling hub representing global brands such as BMC Switzerland and Princeton Carbonworks, offering high-quality bicycles and sports equipment to enthusiasts in Brazil.
Companies that use Saga Group
Customer profileSegments1 record
Ideal customer profiles3 records
Saga Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Saga Group partnerships and signals
Strategic signalPartnerships
22 partnerships are on record, tiered core and minor.
- VolkswagencoreSaga Group operates Saga Volkswagen dealerships selling new Volkswagen vehicles including Polo, Virtus, T-Cross, Saveiro, and others. Multiple Volkswagen locations across Brazil including Brasília, Goiânia, Uberlândia, and Porto Velho.
- ToyotacoreSaga Toyota dealerships representing the Japanese automaker with models including Corolla, Hilux, SW4, and Yaris. Locations in Brasília, Goiânia, Anápolis, Buriti, and Goianésia.
- HyundaicoreSaga Hyundai represents the Korean brand with models including HB20, HB20S, and Creta. Multiple locations in Brasília, Goiânia, Anápolis, Várzea Grande, and Porto Velho.
- ChevroletcoreSaga Chevrolet (Tudo Chevrolet) offers Chevrolet vehicles including Onix, Onix Plus, Tracker, and S10. Locations in Goiânia and Buriti in Goiás, and multiple Gramarca Chevrolet locations in Mato Grosso.
- BYDcoreSaga BYD represents the Chinese electric vehicle manufacturer with models including Dolphin, Dolphin Mini, and electric vehicles. Multiple locations in Brasília, Goiânia, and Mato Grosso including Cuiabá, Várzea Grande, and Rondonópolis.
- FiatcoreSaga Fiat represents Fiat vehicles including Argo, Mobi, Cronos, Toro, and Strada. Multiple Fiat locations in Brasília (Estação Fiat SIA, Colorado, Gama, Park Sul) and throughout the Saga network.
- JeepcoreSaga Jeep represents the Jeep brand with models including Renegade, Compass, Wrangler, and Commander. Locations in Brasília (Asa Norte, Taguatinga), Goiânia, Anápolis, and Uberlândia.
- BMWcoreSaga BMW operates BMW car dealerships in Goiânia representing the German luxury brand. Also operates Saga BMW Motorrad for BMW motorcycles.
- NissancoreSaga Nissan represents Nissan vehicles including Versa, Kicks, and Frontier. Multiple locations in Brasília (Taguatinga, Colorado), Goiânia (85, Rio Verde, Anápolis), and Mato Grosso (Cuiabá, Várzea Grande, Tangará da Serra).
- RenaultcoreSaga Renault represents Renault vehicles including Kwid, Kardian, and Logan. Locations in Mato Grosso (Cuiabá, Várzea Grande) and Rondônia (Porto Velho).
- PeugeotcoreSaga Peugeot represents the French brand with models including 208. Location in Uberlândia.
- CitroëncoreSaga Citroën represents Citroën vehicles including C3 and Aircross. Location in Uberlândia.
- RamcoreSaga Ram represents Ram vehicles including Ram 3500 and Ram Classic. Locations in Goiânia (House and Br-153), Anápolis, and Uberlândia.
- GeelycoreSaga Geely represents Geely vehicles including EX2 in Pro and Max versions. Locations in Mato Grosso (Cuiabá) and Rondônia (Porto Velho).
- LeapmotorcoreSaga Leapmotor represents Leapmotor electric vehicles including C10 and B10 SUVs. Location in Uberlândia.
- DenzacoreSaga Denza represents the Denza luxury electric vehicle brand. Showroom in Brasília.
- MINIcoreSaga MINI represents the MINI brand in Goiânia.
- TriumphcoreSaga Triumph represents Triumph motorcycles in Goiânia.
- Mitsubishi (Tauro Motors)coreTauro Motors represents Mitsubishi vehicles including L200 Triton Sport. Locations in Mato Grosso (Cuiabá and Rondonópolis).
- Land RovercoreSaga Land Rover represents Land Rover vehicles at a location in Cuiabá.
- BMC SwitzerlandminorBMC Switzerland is represented through Saga Moove, a premium cycling hub offering high-end bicycles and sports equipment.
- Princeton CarbonworksminorPrinceton Carbonworks is represented through Saga Moove, a premium cycling hub offering high-end carbon wheels and cycling equipment.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Saga Group competitors and assessment
Company assessmentDirect peers
- Grupo Caoa: One of Brazil's largest multi-brand automotive dealership groups, representing Hyundai, Chery, Kia, Ford, and Mitsubishi across the country. Closest direct competitor to Saga's 19-brand multi-franchise model and similar footprint strategy.
- Grupo Vellore: Brazilian multi-brand automotive dealership group operating franchise networks across multiple states. Comparable to Saga in business model — representing several OEMs and offering sales, service, and financing under a single group.
- SHC Concessionárias: Brazilian automotive dealership group with multi-brand representation and after-sales service operations. Direct competitor to Saga in the multi-brand dealer category with overlapping product/market fit.
Emerging players
- Kavak Brazil: Online-first used car marketplace expanding in Brazil with reconditioning centers and consumer financing. Directly competes with Saga's Primeira Mão used-vehicle business through a digital-native model.
- InstaCarro: Brazilian online used-car platform offering instant purchase quotes and dealer-side inventory sourcing. Overlaps with Saga's used-vehicle trading and Primeira Mão operations from a digital-first angle.
Others
- Tokio Marine Seguradora: Major Brazilian auto and fleet insurer offering products distributed through dealer networks. Competes with Saga Seguros for attach on vehicle sales and consórcio plans.
- Webmotors: Brazil's leading online automotive classifieds marketplace (owned by Santander). Not a direct competitor but an enabling channel that influences lead generation and pricing transparency for Saga's dealerships.
- Porto Seguro: Brazil's largest auto and residential insurance company with embedded auto services. Direct competitor to Saga Seguros in the dealership-attached insurance distribution channel.
Broad incumbents
- Localiza: Brazil's largest car rental and fleet management company, also active in subscription (Localiza Meoo). A broader incumbent in the same automotive mobility space as Saga, competing for subscription customers and offering an alternative to Saga Mobi.
- Movida: Brazilian car rental, fleet management, and subscription company with used-car retail operations. Comparable to Saga in subscription and used-vehicle space, with broader rental infrastructure.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Saga Group compliance and trust
Trust signalCompliance1 record
Saga Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Saga Group leadership team
Management profileNumber of profiles
Profiles1 record
Saga Group subsidiaries and ownership
Company hierarchySubsidiaries1 record
Saga Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Saga Group 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 Saga Group
What does Saga Group do?
Saga Group sells new vehicles across 19 car and motorcycle brands, used vehicles under the Primeira Mão brand, and offers consórcio (group savings plans) and vehicle insurance as financing solutions. It also operates Saga Mobi, an all-inclusive car subscription service without down payment or long-term commitment, and provides after-sales maintenance, parts, and body shop services (Saga Pós-vendas and Funilaria e Pintura Saga). Distribution is through 110+ brand-specific physical dealerships across Distrito Federal, Goiás, Mato Grosso, Rondônia, and Minas Gerais in Brazil.
Is Saga Group a public or private company?
Saga Group is a private company. It is classified as unknown and is currently operating.
When was Saga Group founded?
Saga Group was founded in 1972. It employs 1,001 to 5,000 people.
Where is Saga Group based?
Saga Group is headquartered in Goiânia, Brazil, in the Latin America region.
How does Saga Group make money?
Six revenue lines are on record. New Vehicle Sales are the primary driver. The others are used Vehicle Sales (Primeira Mão), consórcio (Group Savings Plans), insurance Services, saga Mobi Car Subscription and after-Sales Services.
Who are Saga Group's main competitors?
Direct peers on record are Grupo Caoa, Grupo Vellore and SHC Concessionárias. Emerging players are Kavak Brazil and InstaCarro. Others are Tokio Marine Seguradora, Webmotors and Porto Seguro. Broad incumbents are Localiza and Movida.
Does Saga Group have an API?
No public API is recorded for Saga Group.