Excel

What Excel does

Excel Automotriz (legal entity AUTOEXCEL S.A. de C.V.) is the leading automotive distribution and retail-services group in Central America, founded in 1919 in El Salvador by Bartolomé Poma and now in its third generation of family ownership under Grupo Poma. The company is the exclusive distributor for 14+ global automotive brands — including Toyota (the first Western Hemisphere Toyota distributor, since 1953), Mitsubishi, Nissan, Honda, Hyundai, BMW, Kia, Fuso, Infiniti, Ford, Mazda, and Foton — operating company-owned dealership showrooms, service workshops, and parts stores across Guatemala, El Salvador, Honduras, Nicaragua, and Panama, commercializing more than 30,000 vehicles annually.

The operating model is a vertically integrated vehicle lifecycle platform: new vehicle sales (Excel Automotriz), authorized maintenance and quick service (Excel Talleres, Excel Taller Express), certified bodywork and painting (Excel Taller Pinten), original and aftermarket parts distribution (Excel Repuestos), certified pre-owned vehicle sales with trade-in (Excel Usados), industrial forklift distribution (Montacargas Toyota), and a subscription-based preventive maintenance program (Experto). Digital channels consist of the Excel Online web portal and a mobile application on iOS and Android that enable appointment scheduling, real-time service tracking, and online payments, while the customer base is predominantly individual consumers with a secondary commercial fleet and industrial segment.

Revenue is generated primarily through one-time vehicle transactions across new and used inventories, complemented by recurring service contracts, parts and accessory sales, bodywork, and financing facilitation through the Experto installment program. Pricing is not publicly disclosed and varies by model, market, and configuration. The company employs 251–500 staff (per firmographics; the broader Grupo Poma conglomerate is larger), is privately held under Grupo Poma, and is led by Ricardo Poma as President.

Name

Excel

Legal name

AUTOEXCEL S.A DE C.V.

Website

https://excelautomotriz.com

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Excel Automotriz is a privately held, family-owned Central American automotive group (founded 1919, Grupo Poma) that distributes 14+ global vehicle brands across five countries, operating integrated dealerships, service workshops, parts stores, certified used vehicle sales, and digital platforms for individual consumers and commercial fleets.

Ownership category

akta.pro rank

Product category

Automotive Retail and Services

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)

SIC

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

akta.pro primary industry

Workshop Tools, Equipment & Lift Systems Distribution (TLAKAOAM)

Keywords

• Automotive dealership
• Vehicle distribution
• After-sales services
• Spare parts retail
• Used vehicle sales

Headquarters

HQ city

Centro

HQ country

Mexico

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new automobiles and trucks from multiple brands including Toyota, Mitsubishi, Fuso, Nissan, Honda, Hyundai, BMW, Kia, and others. Revenue generated from one-time vehicle transactions.
2. After-Sales Services and Maintenance: Maintenance, repair, and painting services through Excel Talleres. Includes specialized services for all brands with certified technicians, original parts, and manufacturer warranties.
3. Used Vehicle Sales: Sale of certified pre-owned vehicles with agency backing and maintenance history. Includes trade-in services where customers can exchange their used vehicle as partial payment.
4. Auto Parts and Accessories: Sale of original and equivalent auto parts, tires, batteries, lubricants, and accessories for various vehicle brands. Both in-store and online purchasing options available.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Excel Automotriz is a Central American automotive distributor and retailer that sells new vehicles from 14+ global brands, certified pre-owned vehicles, auto parts and accessories, and provides manufacturer-certified maintenance, repair, and bodywork services through its own dealership showrooms, workshops, and parts outlets across Guatemala, El Salvador, Honduras, Nicaragua, and Panama. The company also distributes Toyota forklifts and industrial equipment, and operates an Experto preventive maintenance savings program and digital channels (Excel Online portal and Excel App) for scheduling, tracking, and payments.

Product overview

Excel Automotriz is a unified automotive solutions platform comprising multiple integrated divisions operating across five Central American countries. The core offering centers on Excel Automotriz as the primary vehicle distribution and dealership business, supported by three specialized workshop divisions (Excel Talleres for standard maintenance, Excel Taller Express for quick service, and Excel Taller Pinten for bodywork and painting). The company complements its service operations through Excel Repuestos (spare parts distribution) and Excel Usados (certified pre-owned vehicle sales). Digital capabilities are delivered via Excel Online portal and Excel App mobile application, while the Experto program provides a subscription-based preventive maintenance savings option. The company also distributes Toyota industrial equipment (Montacargas) in El Salvador.

Differentiator

Problem solved

Functional benefit

Brands

• Experto: Maintenance savings and payment plan program for vehicle upkeep
• Excel Taller Express
• Excel Taller Pinten
• Excel Online
• Excel App

Products and services

• Excel Automotriz (New Vehicle Dealership)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Mitsubishi MotorscoreChannel Partner/ Reseller/ DistributorExclusive distributor for Mitsubishi vehicles across Central American markets including Guatemala, El Salvador, Honduras, Nicaragua, and Panama.
• Toyota Motor CorporationcoreChannel Partner/ Reseller/ DistributorExclusive distributor for Toyota vehicles. Excel was the first Toyota distributor in the Western Hemisphere and second globally when the partnership began in 1953.
• Fuso (Mitsubishi Fuso)coreChannel Partner/ Reseller/ DistributorExclusive distributor for Fuso commercial trucks and buses across Central American markets.
• NissancoreChannel Partner/ Reseller/ DistributorExclusive distributor for Nissan vehicles in select Central American markets.
• HondacoreChannel Partner/ Reseller/ DistributorExclusive distributor for Honda vehicles in Honduras and Nicaragua markets.
• HyundaicoreChannel Partner/ Reseller/ DistributorExclusive distributor for Hyundai vehicles in Honduras and Nicaragua markets. Also distributes Hyundai commercial vehicles.
• BMWcoreChannel Partner/ Reseller/ DistributorExclusive distributor for BMW vehicles in select Central American markets including Guatemala and El Salvador.
• KiacoreChannel Partner/ Reseller/ DistributorExclusive distributor for Kia vehicles in Guatemala and El Salvador markets.
• Greaves Cotton LimitedminorOthersGreaves Cotton's 'GREAVES.NEXT' strategy mentions Excel as a subsidiary through which they expand product platforms, building stronger OEM partnerships and distribution networks in India's energy and mobility landscape. Note: This appears to be a different Excel entity related to Greaves Cotton's Indian operations.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Regional players

• Grupo Cori: Multi-brand automotive distributor in Peru representing global OEMs with sales, service, and parts operations. Comparable as a regional multi-brand dealer group with similar vertically integrated business model, though operating in a different Latin American geography.
• Derco: Automotive distributor group operating across Chile, Peru, Colombia, and Bolivia with multi-brand representation including Suzuki, Mazda, and others. Comparable vertically integrated dealer/distributor model in Latin America, with similar revenue mix from new vehicles, parts, and service.
• Grupo VISA: Multi-brand automotive group in Latin America with sales, service, and parts operations comparable to Excel Automotriz's vertically integrated model in emerging markets.
• Grupo Melher: Multi-brand automotive dealer group in Guatemala representing several global OEMs. Direct geographic overlap with Excel in the Guatemalan market with comparable product and service offering, making it a regional competitor in one of Excel's core markets.
• Grupo Romec: Multi-brand automotive dealer and distributor group operating in Central America. Directly comparable as a regional peer competing in overlapping Central American markets with similar OEM brand portfolios.

Direct peers

• Grupo Q: Multi-brand automotive distributor in Central America (Nicaragua, Costa Rica, and other markets), with deep Toyota and Honda partnerships. Directly comparable as a regional multi-brand dealer group operating in adjacent Central American markets with similar OEM relationships and vertical integration across sales, service, and parts.
• Grupo Purdy: Costa Rica's largest multi-brand automotive distributor representing Toyota, Lexus, Honda, BMW, and others. Highly comparable business model to Excel Automotriz with sales, service, and parts operations across a single Central American market with deep Toyota ties.

Broad incumbents

• Lithia Motors: One of the largest automotive retailer groups in the United States and globally, operating hundreds of franchises across multiple OEMs with a full-service sales, finance, parts, and service model. Highly comparable business model to Excel Automotriz at much larger scale, providing a public benchmark for dealership-group economics and valuation.
• Inchcape plc: Global automotive distributor with operations across Asia, the Americas, Africa, and Europe representing premium and mass-market OEMs. Closely comparable as a multi-country distribution and retail group serving emerging markets, providing a public benchmark for distributor-led automotive businesses.
• AutoNation: Largest automotive retailer in the United States with a multi-brand dealership model, integrated parts and service operations, and digital customer platforms. Closely mirrors Excel's vertically integrated business model (sales + service + parts + digital) at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ExcelRepuestosGuatemala

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries7 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 →

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