Towell Auto Center
Towell Auto Centre LLC is an Omani multi-brand automotive distributor, founded 1972 and a subsidiary of WJ Towell Group, selling and servicing Mazda, JAC, 212, King Long, Bridgestone, and TotalEnergies products through 8 showrooms, 9 service centres, 9 parts centres, and 25 tyre centres nationwide.
- Company typePrivate
- Founded1972
- HeadquartersMuscat, Oman
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Towell Auto Center does
Towell Auto Centre LLC is an Omani automotive distribution and aftersales-services group operating as the exclusive distributor in the Sultanate of Oman for multiple international brands, including Mazda, JAC Motors, 212 (4x4 vehicles), King Long (commercial buses and vans), Bridgestone (tyres), TotalEnergies (lubricants), Lucas (parts), Hofmann (garage equipment), and Bandag (retreaded tyres). The company was founded in 1972 and is a wholly owned subsidiary of the diversified WJ Towell Group, one of six foundational business pillars of that conglomerate. Its commercial operations are organised across 8 new-vehicle showrooms, 9 service centres, 9 genuine-parts centres, and 25 tyre centres, supplemented by the Value Cars pre-owned vehicle subsidiary, the ORBIT Car Rental & Lease division, and the affiliated EINT Automotive entity.
The business generates revenue through five interlocking streams: one-time new-vehicle sales across passenger and commercial segments, recurring aftersales service via trained technicians and diagnostic tools, ongoing genuine-spare-parts distribution across 9 locations and an online enquiry channel, hardware sales and fitting for tyres (Bridgestone, CEAT, Ni-pon, Dayton), and a smaller but recurring rental/leasing stream through ORBIT. Customer segmentation is led by individual consumers purchasing Mazda and JAC passenger vehicles with bank-financed EMIs, supplemented by corporate fleet accounts, a TotalEnergies dealer channel of 110+ attendees annually, and rental customers of ORBIT. Pricing models include outright purchase and bank-financed monthly EMIs ranging from RO 93 (Mazda 6) to RO 143 (CX-60), plus a 2025 zero-interest financing programme with Sohar International Bank covering selected Mazda and JAC models. Marketing combines bilingual (English/Arabic) websites, LinkedIn, brand-partner microsites (mazdaoman.com, jacoman.com, geelyoman.com), joint bank promotions, and annual dealer-meet events.
The business moat rests primarily on long-term exclusive brand-distribution contracts, a 51-location nationwide service network that is difficult to replicate, and over five decades of brand equity that has produced repeated international recognition, including the Mazda Global CRM Award (3 times) and Mazda Global Customer Service Award (5 consecutive years). The company's technology stack is conventional automotive retail infrastructure rather than AI-augmented, and its geographic footprint remains single-country (Sultanate of Oman) with no disclosed international expansion plans.
Towell Auto Center firmographics
Firmographics- Name
- Towell Auto Center
- Legal name
- Towell Auto Centre L.L.C.
- Website
- https://towellauto.com
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Towell Auto Centre LLC is an Omani multi-brand automotive distributor, founded 1972 and a subsidiary of WJ Towell Group, selling and servicing Mazda, JAC, 212, King Long, Bridgestone, and TotalEnergies products through 8 showrooms, 9 service centres, 9 parts centres, and 25 tyre centres nationwide.
- Ownership category
- akta.pro rank
Towell Auto Center industry classification
Industry- Product category
- Automotive Distribution and After-Sales Services
- NAICS
- Automotive Parts, Accessories, and Tire Retailers (4413), Automotive Equipment Rental and Leasing (5321), Tire Dealers (441340), Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)
- SIC
- Services-Automotive Repair, Services & Parking (7500), Services-Auto Rental & Leasing (No Drivers) (7510), Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)
Keywords
Where Towell Auto Center is headquartered
LocationHeadquarters
- HQ city
- Muscat
- HQ country
- Oman
- HQ region
- Middle East
Offices5 records
Markets served
Towell Auto Center business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Vehicle Sales: Sale of new vehicles from multiple automotive brands including Mazda, JAC, 212, and commercial vehicles from King Long. The company operates as exclusive distributor for these brands in Oman.
- After-Sales Service: Vehicle maintenance and repair services through 9 service centres with trained technicians using advanced diagnostic tools and genuine parts.
- Spare Parts Sales: Sale of genuine spare parts for Mazda, JAC, Geely, and King Long vehicles through 9 parts centres and online enquiry system.
- Tyre Sales and Services: Sale and servicing of tyres including Bridgestone, CEAT, Ni-pon, and Dayton brands through 25 tyre centres, offering alignment, balancing, and nitrogen filling.
- Vehicle Financing Partnerships: Partnership revenue from financing collaborations with banks including Sohar International Bank providing 0% interest financing on selected models.
- Car Rental and Leasing: ORBIT Car Rental & Lease division under Towell Auto Group provides vehicle rental and leasing services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Multi-year contract | Mazda CX-60 and CX-90: 0% interest financing for 4 years |
| Transaction based/ take rate | Multi-year contract | JAC JS6: 0% interest for 2 years or 3% annual interest for up to 5 years |
| Subscription | Monthly | Mazda 6: EMI starting from RO 93 per month |
| Subscription | Monthly | Mazda CX-5: EMI starting from RO 100 per month |
| Subscription | Monthly | Mazda CX-60: EMI starting from RO 143 per month |
| Subscription | Monthly | Mazda CX-9: EMI starting from RO 131 per month |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Towell Auto Center product offering
Product offeringCore offering
Towell Auto Centre is the exclusive Oman distributor and after-sales service provider for multiple international automotive brands including Mazda, JAC, 212, and King Long. It sells new and pre-owned vehicles through 8 showrooms and operates a nationwide after-sales network of 9 service centres, 9 parts centres, and 25 tyre centres for distributed brands such as Bridgestone, TotalEnergies, Lucas, Hofmann, and Bandag, with vehicle leasing provided via its ORBIT Car Rental & Lease division.
Product overview
Towell Auto Center is an automotive dealership and service provider operating a multi-brand vehicle sales and after-sales service network. The company offers new vehicles through branded franchises (Mazda, JAC Motors, 212, King Long), pre-owned vehicles via Value Cars, and operates a distributed service infrastructure comprising 9 parts centers, 9 service centers, 25 tyre centers, and 8 showrooms. Additional offerings include vehicle leasing through ORBIT Car Rental, automotive parts (Lucas), tyre products (Bridgestone, Bandag, Alliance Off-Highway Tyres), lubricants (TotalEnergies), and garage equipment (Hofmann). The company also provides vehicle financing partnerships with financial institutions.
Differentiator
Problem solved
Functional benefit
Brands
- Value Cars: A distinguished subsidiary of Towell Auto Centre, serving as the trusted choice for premium pre-owned vehicles in Oman, offering curated inventory of passenger cars, 4WDs, pick-ups, and commercial vehicles.
- Towell Tyre Centre
Products and services
- Mazda New Vehicle Distribution Exclusive Oman distribution of Mazda passenger vehicles and SUVs (Mazda 6, CX-5, CX-60, CX-9, CX-90) sold through 8 Towell showrooms, with integrated financing, warranty and after-sales support.
- JAC Motors Vehicle Distribution Exclusive Oman distribution of JAC Motors passenger and light commercial vehicles, including the J7, JS4, JS6 SUVs/MPVs and light trucks, with bank financing promotions on selected models.
- 212 4x4 Vehicle Distribution Distribution of 212 (Defender-derived) 4x4 off-road vehicles in Oman, positioned for adventure seekers and varied Omani terrain.
- Value Cars (Pre-Owned Vehicle Sales) Subsidiary offering premium pre-owned vehicles in Oman, including passenger cars, 4WDs, pick-ups and commercial vehicles curated and quality-assured by Towell Auto Centre.
- Vehicle Service Centres 9 service centres across Oman providing vehicle maintenance, repair, diagnostics and warranty service with trained technicians and advanced diagnostic tools for distributed brands.
- Genuine Parts Distribution 9 parts centres across Oman selling genuine spare parts for Mazda, JAC, Geely, King Long and Lucas vehicles, supported by an online parts enquiry system.
- Tyre Centres 25 tyre centres across Oman providing Bridgestone, CEAT, Ni-pon, Dayton, Bandag and Alliance tyre sales, wheel alignment, balancing, rotation, repair, nitrogen filling, oil change and battery change services.
- ORBIT Car Rental & Lease Group car rental and leasing division providing short-term and long-term vehicle rental and leasing solutions for individuals and businesses across Oman.
- King Long Commercial Vehicle Distribution Exclusive Oman distribution of King Long buses and vans, including the 12m Coach Bus (55 passengers, 340 HP) and 12m Double Glass 51 Seats Coach (375 HP), serving commercial transportation operators.
Quantifiable outcome
- 9 service centres strategically located across Oman ensuring top-tier automotive care is always within reach
- +3 more outcomes
Companies that use Towell Auto Center
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Towell Auto Center technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Towell Auto Center partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, strategic and minor.
- TotalEnergies Marketing Middle EastcoreTowell Auto Centre serves as the exclusive distributor of TotalEnergies products in Oman, including lubricants (Quartz, Rubia), transmission oils, greases, and industrial lubricants. The partnership includes annual dealer meet events with over 110 attendees and joint marketing activities.
- Mazda Automobile Company (Japan)coreTowell Auto Centre serves as the exclusive distributor of Mazda vehicles in Oman, offering the full range including Mazda 6, CX-5, CX-60, CX-9, and CX-90 models. The partnership has earned multiple global awards including Mazda Global CRM Award (3 times) and Mazda Global Customer Service Award (5 consecutive years).
- JAC MotorscoreTowell Auto Centre is the exclusive distributor of JAC Motors vehicles in Oman, including J7, JS4, JS6, SUVs, MPVs, and light trucks. JAC Motors is a Chinese manufacturer with over 9,000 employees and exports to 100+ countries.
- BridgestonecoreTowell Auto Centre operates Bridgestone tyre centres across the Sultanate offering tyre sales, wheel alignment, balancing, tyre rotation, repair, nitrogen filling, oil change, and battery change services.
- King LongcoreTowell Auto Centre distributes King Long buses and vans in Oman, including 12m Coach Bus (55 passengers, 340 HP) and 12m Double Glass 51 Seats Coach (375 HP).
- 212 (Land Rover Defender)strategicPartnership for distribution of 212 SUVs (legendary 4x4 icon since 1961) in Oman, trusted by Oman Automobile Association. Designed for adventure seekers suited to Oman's diverse landscapes.
- LucasminorDistribution of Lucas automotive parts and accessories in Oman. Lucas is a British-registered company known for over 145 years of innovation and reliability in the aftermarket sector.
- Hofmann (Snap-on Group)minorDistribution of Hofmann garage equipment including tyre changers, wheel balancers, wheel aligners, brake testers, and collision repair systems. Hofmann is part of Snap-on Group USA.
- BandagminorDistribution of Bandag retreaded tyre solutions in Oman. Bandag is a global leader in retreading combining 60+ years of expertise with advanced retreading technology for cost-effective and sustainable tyre solutions.
- GeelycoreTowell Auto Centre is the exclusive distributor of Geely vehicles in Oman, with dedicated website geelyoman.com for sales, service booking, and spare parts.
- ORBIT Car Rental & LeasecoreORBIT Car Rental & Lease is a group entity under Towell Auto Group providing vehicle rental and leasing solutions in Oman as part of the comprehensive automotive ecosystem.
- EINT AutomotivecoreEINT Automotive is a group entity under Towell Auto Group, unified under the Towell Auto Group banner representing one of the six foundational business cornerstones of WJ Towell Group.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Towell Auto Center competitors and assessment
Company assessmentDirect peers
- Abdul Latif Jameel Motors: One of the largest GCC independent multi-brand automotive distributors, operating exclusive Toyota and other franchises across Saudi Arabia and broader GCC. Highly comparable business model (exclusive distribution + service network), with significantly larger scale and geographic spread.
- Al Naboodah Automobiles (Al Naboodah Group): UAE-based diversified group with an automotive division operating exclusive distributorships (e.g., MAN commercial vehicles, Volkswagen passenger) plus service centres and parts. Directly comparable in business model and customer market, just operating in the neighbouring UAE market rather than Oman.
- Al Jenaibi International Automobiles: Oman-based exclusive distributor for BMW, MINI, and Rolls-Royce with showrooms, service centres, and parts operations in the same market. Same exclusive-brand plus aftermarket business model as TAC, competing directly for premium-segment customers and corporate fleet business in Oman.
- Gargash Enterprises (Motors): UAE-based multi-brand automotive dealer distributing brands such as Alfa Romeo, Jeep, and others with showrooms and service centres in Dubai. Directly comparable GCC dealer model in scale and operations, just operating in a different GCC market.
- YBA Kanoo (Yusuf Bin Ahmed Kanoo, Automotive Division): Bahrain-headquartered diversified GCC distributor with a long-standing automotive division representing multiple brands. Operates the same multi-brand exclusive-distribution model across GCC markets, with overlapping brand portfolios (Michelin-tyre-aligned partners historically) and an analogous after-sales infrastructure.
- Ali & Sons Co. LLC (Motors Division): UAE-based multi-brand automotive dealer/distributor with exclusive franchises, showrooms, and service/parts operations. Similar business model and similar customer market (UAE vs. Oman), serving as a regional comparable for TAC's exclusive-distribution structure.
- Almutlaq Trading & Industrial Co. Saudi-based conglomerate with a multi-brand automotive distribution division operating exclusive franchises alongside other industrial businesses. Comparable in business model and structural posture (conglomerate-owned automotive distributor with showrooms + service + parts).
- Saud Bahwan Automobiles (Saud Bahwan Group): Oman-headquartered group with an automotive distribution arm operating multi-brand exclusive representation, directly competing with TAC across showrooms, service centres, and corporate fleet accounts in the same domestic market. Closest same-country competitor with overlapping customer base.
- Suhail Bahwan Automobiles (Suhail Bahwan Group): Oman-based exclusive distributor for Toyota, Lexus, and other brands, operating showrooms, service centres, and parts infrastructure across the same geography. Most directly comparable domestic peer, with overlapping customer base and identical multi-brand exclusive-distribution plus aftermarket-lifecycle model.
Broad incumbents
- Al Tayer Motors (Al Tayer Group): One of the largest automotive groups in the UAE, with premium franchises (Ferrari, Maserati, Lamborghini) and an expansive service network. Operates in the same industry with overlapping capabilities, but at substantially larger scale and across a wider geography than TAC, with a more premium-skewed portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Towell Auto Center social profiles
Digital presenceTowell Auto Center financial estimates
Financial estimateRevenue estimate
Valuation estimate
Towell Auto Center leadership team
Management profileNumber of profiles
Profiles3 records
Towell Auto Center subsidiaries and ownership
Company hierarchySubsidiaries3 records
Towell Auto Center funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Towell Auto Center 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 Towell Auto Center
What does Towell Auto Center do?
Towell Auto Centre is the exclusive Oman distributor and after-sales service provider for multiple international automotive brands including Mazda, JAC, 212, and King Long. It sells new and pre-owned vehicles through 8 showrooms and operates a nationwide after-sales network of 9 service centres, 9 parts centres, and 25 tyre centres for distributed brands such as Bridgestone, TotalEnergies, Lucas, Hofmann, and Bandag, with vehicle leasing provided via its ORBIT Car Rental & Lease division.
Is Towell Auto Center a public or private company?
Towell Auto Center is a private company. It is classified as family owned and is currently operating.
When was Towell Auto Center founded?
Towell Auto Center was founded in 1972. It employs 501 to 1,000 people.
Where is Towell Auto Center based?
Towell Auto Center is headquartered in Muscat, Oman, in the Middle East region.
How does Towell Auto Center make money?
Six revenue lines are on record. Vehicle Sales are the primary driver. The others are after-Sales Service, spare Parts Sales, tyre Sales and Services, vehicle Financing Partnerships and car Rental and Leasing.
Who are Towell Auto Center's main competitors?
Direct peers on record are Abdul Latif Jameel Motors, Al Naboodah Automobiles (Al Naboodah Group), Al Jenaibi International Automobiles, Gargash Enterprises (Motors), YBA Kanoo (Yusuf Bin Ahmed Kanoo, Automotive Division), Ali & Sons Co. LLC (Motors Division), Almutlaq Trading & Industrial Co., Saud Bahwan Automobiles (Saud Bahwan Group) and Suhail Bahwan Automobiles (Suhail Bahwan Group). Al Tayer Motors (Al Tayer Group) is listed as a broad incumbent.
Does Towell Auto Center have an API?
No public API is recorded for Towell Auto Center.
What industry is Towell Auto Center in?
Towell Auto Center's product category is Automotive Distribution and After-Sales Services. Its primary akta.pro industry code is TLAKAAAD, Tire & Wheel Services (Mount/Balance/Alignment). Its NAICS code is 4413 and its SIC code is 7500.