by Willermin

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.

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

Headquarters

HQ city

Marseille-en-beauvaisis

HQ country

France

HQ region

Europe

Offices21 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. Vehicle rental: Short-term and long-term vehicle rental services across passenger, utility, and leisure segments, including camping vehicles and motorcycles.
5. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core 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.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core and minor.

• Mercedes-Benz (Daimler AG)coreChannel Partner/ Reseller/ DistributorGroupe 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.
• smartcoreChannel Partner/ Reseller/ DistributorAuthorised smart dealer, represented with a dedicated subdomain (smart-dewillermin.fr) and listed as a primary brand on the group's main site.
• KiacoreChannel Partner/ Reseller/ DistributorAuthorised Kia dealer, listed among the group's primary passenger vehicle brands.
• MG MotorcoreChannel Partner/ Reseller/ DistributorAuthorised MG Motor dealer, represented with a dedicated subdomain (mg-dewillermin.fr).
• Mitsubishi MotorscoreChannel Partner/ Reseller/ DistributorAuthorised Mitsubishi Motors dealer, including Fuso commercial vehicles. Mitsubishi models listed include ASX, Colt, Eclipse Cross EV, Space Star, Outlander, and Grandis.
• DucaticoreChannel Partner/ Reseller/ DistributorAuthorised 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 MotorcyclecoreChannel Partner/ Reseller/ DistributorAuthorised Indian Motorcycle dealer, with a dedicated website (indianmarseille.com) and multiple Indian models in stock at the Moto Center.
• Zero MotorcyclescoreChannel Partner/ Reseller/ DistributorAuthorised 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)coreChannel Partner/ Reseller/ DistributorAuthorised 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.
• WestfaliacoreChannel Partner/ Reseller/ DistributorAuthorised Westfalia campervan dealer, offering models including Club Joker Urban, Columbus, James Cook, Jules Verne, Kepler, Kelsey, Meridian, and Sven Hedin.
• INEOS GrenadiercoreChannel Partner/ Reseller/ DistributorAuthorised INEOS Grenadier dealer, offering the Grenadier, Grenadier Quartermaster, and Grenadier Quartermaster Châssis CAB variants.
• FruehaufminorChannel Partner/ Reseller/ DistributorAuthorised Fruehauf trailer dealer, included in the group's commercial and utility vehicle portfolio.
• HyundaicoreChannel Partner/ Reseller/ DistributorAuthorised 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.
• HondacoreChannel Partner/ Reseller/ DistributorAuthorised 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.
• SubaruminorChannel Partner/ Reseller/ DistributorAuthorised Subaru dealer offering Solterra, UNCHARTED, and E-OUTBACK models.
• CLAAScoreChannel Partner/ Reseller/ DistributorAuthorised 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.
• PellenccoreChannel Partner/ Reseller/ DistributorAuthorised 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)minorChannel Partner/ Reseller/ DistributorAuthorised 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

Direct 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

• LinkedInlinkedin.com/company/dewillermin

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about by Willermin