by Willermin
de Willermin is a privately-held French automotive distribution group operating 20+ concessions across southeastern France, selling and servicing 20+ vehicle and equipment brands (Mercedes-Benz, Hyundai, Honda, Ducati, CLAAS, etc.) for retail consumers, business fleets, and agricultural customers.
- Company typePrivate
- Founded1973
- HeadquartersMarseille-en-beauvaisis, France
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingServices
What by Willermin does
de Willermin (legal entity MECANIQUE AUTOMOBILE SA) is a privately-held automotive distribution group headquartered in Marseille, France, with more than 50 years of operating history and 501-1,000 employees. The group operates 20+ physical concessions across southeastern France spanning passenger vehicles, motorcycles, commercial vehicles, leisure vehicles, and agricultural equipment, representing 20+ OEM brands including Mercedes-Benz, smart, Kia, MG Motor, Mitsubishi, Hyundai, Honda, Subaru, INEOS Grenadier, Ducati, Indian Motorcycle, Zero Motorcycles, Can-Am, Westfalia, Mercedes-Benz Vans & Trucks, Fuso, Fruehauf, CLAAS, and Pellenc.
The business operates five primary revenue streams: new vehicle sales (the largest contributor), used vehicle sales (with 836+ vehicles listed online), after-sales and maintenance services (workshops, bodywork, wheel renovation, towing), short- and long-term vehicle rental, and agricultural equipment sales and servicing through the dedicated MASA Agriculture division. Go-to-market is direct-to-consumer via the physical dealership network, supplemented by an online presence (dewillermin.fr and brand-specific subdomains) used for appointment booking, stock discovery, and e-commerce for parts/accessories. Pricing is quote-based for new vehicles and rentals, while used vehicle prices are listed per unit on the website.
Customer segmentation is horizontal: individual retail consumers (primary), business and fleet customers (via the Business Solutions division), and agricultural sector customers (via MASA Agriculture). The group competes in a regional French auto retail market alongside other multi-brand dealer groups, with differentiation driven by geographic coverage, brand portfolio breadth, and the integration of full vehicle-lifecycle services (sales, trade-in, financing support, rental, maintenance, bodywork, and parts) under one ownership structure. Revenue and ownership details are not publicly disclosed; the company appears to remain under independent private ownership with Henri De Willermin as Director of Publication.
by Willermin firmographics
Firmographics- Name
- by Willermin
- Legal name
- MECANIQUE AUTOMOBILE SA
- Website
- https://dewillermin.fr
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- de Willermin is a privately-held French automotive distribution group operating 20+ concessions across southeastern France, selling and servicing 20+ vehicle and equipment brands (Mercedes-Benz, Hyundai, Honda, Ducati, CLAAS, etc.) for retail consumers, business fleets, and agricultural customers.
- Ownership category
- akta.pro rank
Where by Willermin is headquartered
LocationHeadquarters
- HQ city
- Marseille-en-beauvaisis
- HQ country
- France
- HQ region
- Europe
Offices21 records
Markets served
by Willermin business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- New vehicle sales: Sale of new passenger vehicles and commercial vehicles across 20+ brands (Mercedes-Benz, smart, Kia, MG Motor, Mitsubishi, Hyundai, Honda, Subaru, INEOS, Westfalia, Mercedes-Benz Vans, Mercedes-Benz Trucks, Fuso, Fruehauf, Can-Am, Ducati, Indian, Zero Motorcycles). New vehicle sales represent the primary revenue driver for the group.
- Used vehicle sales: Sale of pre-owned vehicles from all represented brands. The group maintains an extensive used vehicle inventory (836+ results listed on the website) across its dealership network, serving both retail customers and professionals.
- After-sales and maintenance services: Workshop services including routine maintenance, repairs, bodywork (carrosserie), wheel renovation (Renov Jantes), breakdown and towing services (Dépannage et remorquage), and SAV (service après-vente) booked online. Revenue from parts and labour.
- Vehicle rental: Short-term and long-term vehicle rental services across passenger, utility, and leisure segments, including camping vehicles and motorcycles.
- Agricultural equipment sales and service: Sale and after-sales service of CLAAS agricultural machinery and Pellenc viticultural/olive-growing equipment through dedicated MASA Agriculture concessions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Used vehicle pricing — listed per unit on website |
| Other | Pay-as-you-go | New vehicle and rental pricing — quote-based |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
by Willermin product offering
Product offeringCore offering
Groupe de Willermin operates a multi-brand automotive dealership and service network across southeastern France, selling new and used passenger vehicles, motorcycles, commercial vehicles, leisure vehicles, and agricultural equipment from 20+ brands. The group provides the full vehicle lifecycle through authorised sales, trade-in evaluation, short- and long-term rental, workshop maintenance and repair, bodywork, wheel restoration, roadside assistance, and a dedicated Business Solutions division serving professional fleet customers.
Product overview
de Willermin is a major automotive distribution group based in southeastern France with over 50 years of experience, operating multiple dealerships across the region. The company operates as a multi-brand vehicle dealership offering new and used vehicles across multiple segments: passenger cars (Mercedes-Benz, Kia, MG, Mitsubishi, Hyundai, Honda, Subaru, smart), motorcycles (Ducati, Indian Motorcycle, Zero Motorcycles), powersports (Can-Am), recreational vehicles (Westfalia camper vans), commercial vehicles (Mercedes-Benz Vans & Trucks, Fuso), off-road vehicles (INEOS Grenadier), trailers (Fruehauf), and agricultural equipment (CLAAS, Pellenc). The company provides comprehensive automotive services including vehicle purchase assistance, trade-in evaluation, rental services, maintenance and repair, bodywork, wheel restoration, towing, and business fleet solutions. They operate dedicated online stores for Mercedes and Ducati parts, plus online appointment booking for service departments. The business is structured around authorized dealership relationships with major automotive and powersports manufacturers.
Differentiator
Problem solved
Functional benefit
Products and services
- New Passenger Vehicle Sales Sale of new passenger vehicles across multiple marques (Mercedes-Benz, smart, Kia, MG Motor, Mitsubishi, Hyundai, Honda, Subaru, INEOS Grenadier) through authorised dealership locations for individual retail buyers.
- Used Vehicle Sales Sale of pre-owned vehicles from all represented brands (836+ units listed online), serving individual retail buyers and professionals across the dealership network.
- Motorcycle and Powersports Sales Sale of new motorcycles, electric motorcycles, side-by-sides, ATVs, and three-wheeled vehicles from Ducati, Indian Motorcycle, Zero Motorcycles, and Can-Am (BRP) at the dedicated Moto Center concession in Marseille.
- Commercial Vehicle and Truck Sales Sale of Mercedes-Benz Vans (Sprinter, Vito, Vito Tourer, EQT), Mercedes-Benz Trucks (Actros), Fuso light commercials, and Fruehauf trailers at the dedicated Avignon Vans & Trucks concession, targeting professional and fleet customers.
- Leisure and Campervan Sales Sale of Westfalia camper vans and leisure vehicles to individual customers seeking recreational vehicles.
- Agricultural Equipment Sales Sale of CLAAS agricultural machinery (tractors, combine harvesters, forage harvesters, mowers, tedders, loaders, telehandlers) and Pellenc viticulture and olive-growing specialist equipment through three dedicated MASA Agriculture concessions in Saint-Andiol, Fourques, and Gajan, serving farmers and agricultural professionals.
- Maintenance, Repair and After-Sales Services Comprehensive vehicle maintenance, mechanical repair, genuine parts replacement, and roadside assistance for all represented brands at authorised workshops across the dealership network.
- Bodywork and Paint Services Vehicle bodywork (carrosserie) and paint services for accident damage repair and cosmetic work across all represented brands.
- Wheel Restoration (Renov Jantes) Alloy wheel refurbishment and rim restoration service offered across the dealership network.
- Towing and Roadside Assistance Emergency towing and roadside assistance (Dépannage et remorquage) for stranded vehicles across southeastern France.
- Vehicle Rental Short-term and long-term rental of passenger cars, utility vehicles, campervans, and motorcycles to individual and professional customers.
- Vehicle Trade-In (Reprise) Vehicle trade-in evaluation and immediate purchase offer service that allows customers to apply online and receive a written offer for their current vehicle toward a new or used purchase.
- Business Solutions (B2B Fleet Services) Dedicated B2B division offering fleet vehicle procurement, new vehicle sales with professional offers, and tailored fleet management and maintenance services for businesses and professional customers.
- Online Parts Boutiques (Mercedes Store and Ducati Marseille Shop) Online e-commerce boutiques selling genuine Mercedes-Benz accessories and Ducati parts, accessories, and merchandise directly to consumers.
- Online After-Sales Appointment Booking Online scheduling system allowing customers to book maintenance, repair, and after-sales service appointments at any concession across the network.
Companies that use by Willermin
Customer profileSegments3 records
Ideal customer profiles3 records
by Willermin technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
by Willermin partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and minor.
- Mercedes-Benz (Daimler AG)coreGroupe de Willermin is an authorised dealer for Mercedes-Benz passenger vehicles, Mercedes-Benz Vans (utilitaires), and Mercedes-Benz Trucks (industriels) across its dealership network in southeastern France. This is the group's flagship brand partnership, reflected in the dedicated subdomain mercedes-benz-dewillermin.fr, dedicated Avignon Vans & Trucks concession, and prominent logo placement on the group's website.
- smartcoreAuthorised smart dealer, represented with a dedicated subdomain (smart-dewillermin.fr) and listed as a primary brand on the group's main site.
- KiacoreAuthorised Kia dealer, listed among the group's primary passenger vehicle brands.
- MG MotorcoreAuthorised MG Motor dealer, represented with a dedicated subdomain (mg-dewillermin.fr).
- Mitsubishi MotorscoreAuthorised Mitsubishi Motors dealer, including Fuso commercial vehicles. Mitsubishi models listed include ASX, Colt, Eclipse Cross EV, Space Star, Outlander, and Grandis.
- DucaticoreAuthorised Ducati motorcycle dealer. The group also operates a dedicated Ducati Marseille Shop e-commerce boutique. Motorcycle models span the full Ducati range including Panigale, Multistrada, Monster, Streetfighter, DesertX, Hypermotard, and Diavel.
- Indian MotorcyclecoreAuthorised Indian Motorcycle dealer, with a dedicated website (indianmarseille.com) and multiple Indian models in stock at the Moto Center.
- Zero MotorcyclescoreAuthorised Zero Motorcycles electric motorcycle dealer, with models including SR/S, SR/F, SR, DSR/X, DSR, DS, FXE, FX, XB, and XE.
- Can-Am (BRP)coreAuthorised Can-Am dealer for side-by-side vehicles, ATVs, and three-wheel motorcycles (Spyder). The group lists extensive 2026 Can-Am model coverage including Traxter, Maverick, Outlander, Renegade, Ryker, Pulse, and Spyder lines.
- WestfaliacoreAuthorised Westfalia campervan dealer, offering models including Club Joker Urban, Columbus, James Cook, Jules Verne, Kepler, Kelsey, Meridian, and Sven Hedin.
- INEOS GrenadiercoreAuthorised INEOS Grenadier dealer, offering the Grenadier, Grenadier Quartermaster, and Grenadier Quartermaster Châssis CAB variants.
- FruehaufminorAuthorised Fruehauf trailer dealer, included in the group's commercial and utility vehicle portfolio.
- HyundaicoreAuthorised Hyundai dealer offering the full Hyundai range including INSTER, KONA Electric, IONIQ 5, IONIQ 5 N, IONIQ 6, IONIQ 9, NEXO, STARIA Electric, TUCSON, Santa Fe, i10, i20, i30, and BAYON.
- HondacoreAuthorised Honda dealer, including the recent expansion to Aix-en-Provence. Models include Jazz, HR-V Hybrid, e:Ny1, Civic Hybrid, Prelude Hybrid, ZR-V Hybrid, and CR-V Hybrid.
- SubaruminorAuthorised Subaru dealer offering Solterra, UNCHARTED, and E-OUTBACK models.
- CLAAScoreAuthorised CLAAS agricultural machinery dealer through MASA Agriculture concessions. Product range includes XERION, AXION, ARION, NEXOS, AXOS, ELIOS tractors, LEXION and TRION combine harvesters, EVION, JAGUAR forage harvesters, DISCO mowers, VOLTO tedders, Liner rakes, TORION loaders, and SCORPION telehandlers.
- PellenccoreAuthorised Pellenc dealer through MASA Agriculture concessions. Specialist equipment for viticulture and arboriculture includes straddle tractors (OPTIMUM series), grape harvesters, olive harvesting equipment, and multifunction tools.
- Fuso (Mitsubishi Fuso)minorAuthorised Fuso commercial vehicle dealer, listed under the Mercedes-Benz industriels section of the group's website.
Scale indicators5 records
Recent moves1 record
Expansion highlights7 records
by Willermin competitors and assessment
Company assessmentDirect peers
- Hess Automobile: French automotive dealer group operating multiple brand franchises across eastern and southeastern France with sales, service, and used vehicle operations. Closely comparable in geographic overlap (eastern France) and multi-brand model.
- Emil Frey France: Largest automotive dealer group in France, operating multi-brand passenger and commercial vehicle franchises across the country with significant after-sales operations. Directly comparable as a multi-brand French dealer group with national geographic reach versus de Willermin's regional focus.
- Chopard Group: French multi-brand automobile dealer group with extensive presence in southern France, holding premium franchises (notably Mercedes-Benz) and offering sales, after-sales, and used vehicle operations. Comparable in franchise mix, Mercedes-Benz flagship positioning, and regional southern France focus.
- Groupement Bernard: Major French multi-brand automotive distribution group headquartered in southeastern France, representing premium and volume brands with full sales, after-sales, and parts operations. One of the closest direct competitors to de Willermin in the SE France multi-brand dealer segment.
- Jean Rouyer Group: French multi-brand automotive dealer group with significant presence in southern and western France, representing multiple passenger and commercial brands with full-service operations. Comparable in multi-brand structure and French regional dealer model.
- BYmyCAR (formerly BPM Group): Large French multi-brand automotive dealer group operating across multiple regions with passenger and commercial vehicle franchises, after-sales, and used vehicle operations. Comparable as a multi-brand French dealer at similar scale to de Willermin.
Broad incumbents
- D'Ieteren: Belgian-listed automotive distribution group that is one of Europe's largest independent dealer groups and the official Belgian importer/distributor for multiple brands. Comparable as a multi-brand European dealer of greater scale, though broader geographic reach.
- Renault Retail Group: Manufacturer-owned dealer group operating Renault and Dacia sales and after-sales across multiple French locations. A broader incumbent operating captive dealer networks versus de Willermin's independent multi-brand model.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
by Willermin social profiles
Digital presenceby Willermin financial estimates
Financial estimateRevenue estimate
Valuation estimate
by Willermin leadership team
Management profileNumber of profiles
Profiles1 record
by Willermin funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
by Willermin M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about by Willermin
What does by Willermin do?
Groupe de Willermin operates a multi-brand automotive dealership and service network across southeastern France, selling new and used passenger vehicles, motorcycles, commercial vehicles, leisure vehicles, and agricultural equipment from 20+ brands. The group provides the full vehicle lifecycle through authorised sales, trade-in evaluation, short- and long-term rental, workshop maintenance and repair, bodywork, wheel restoration, roadside assistance, and a dedicated Business Solutions division serving professional fleet customers.
Is by Willermin a public or private company?
by Willermin is a private company. It is classified as family owned and is currently operating.
When was by Willermin founded?
by Willermin was founded in 1973. It employs 501 to 1,000 people.
Where is by Willermin based?
by Willermin is headquartered in Marseille-en-beauvaisis, France, in the Europe region.
How does by Willermin make money?
Five revenue lines are on record. New vehicle sales are the primary driver. The others are used vehicle sales, after-sales and maintenance services, vehicle rental and agricultural equipment sales and service.
Who are by Willermin's main competitors?
Direct peers on record are Hess Automobile, Emil Frey France, Chopard Group, Groupement Bernard, Jean Rouyer Group and BYmyCAR (formerly BPM Group). Broad incumbents are D'Ieteren and Renault Retail Group.
Does by Willermin have an API?
No public API is recorded for by Willermin.