Groupe Chopard

What Groupe Chopard does

Groupe Chopard is a privately held French automotive and motorcycle dealership group headquartered in Besançon, operating 144 concessions across Eastern and Southeastern France, from Champagne to the Côte d'Azur. Founded approximately 1960, the group is recognized as France's leading distributor for Peugeot, Mercedes-Benz, and DS Automobiles, and distributes a portfolio of 18 automotive brands (including Citroën, Opel, BYD, Toyota, Kia, Jeep, Alfa Romeo, Smart, Leapmotor, Denza, Aston Martin, Lotus, and Maserati) alongside 11 motorcycle brands (Indian Motorcycle, Honda, Yamaha, Kawasaki, Suzuki, Kymco, Piaggio, Vespa, Aprilia, CFMOTO, Zontes). The company employs 251–500 people and operates without any disclosed institutional investment or public listing, organized across multiple SAS entities under family ownership.

The business operates through six primary revenue streams: new vehicle sales (one-time franchise transactions through the multi-brand network), used vehicle sales (over 5,600 reconditioned units in stock with up to 24-month warranty and home delivery across metropolitan France), after-sales services (maintenance, repair, technical inspection, bodywork, supported by digital service terminals available 24/7), vehicle financing (LOA and traditional loan products), online trade-in valuation, and EV charging infrastructure under the La Recharge Chopard brand (home charging station installation ranging from 7.4 to 480 kW through IRVE-certified partners). Customers are primarily individual consumers (B2C) with a secondary segment of professional and business fleets (B2B), served via a sales-led go-to-market that combines dense physical concessions with online browsing, online reservation, and remote purchasing.

Underlying technology is limited and non-proprietary. The company operates a content-driven commerce website with searchable vehicle inventory, online reservation functionality, and online trade-in valuation, supplemented by electric vehicle charging infrastructure and digital after-sales service terminals. Strategic positioning rests on a diversified multi-brand franchise model, geographic density within its regional footprint, integration of adjacent mobility services (financing, after-sales, EV charging, electric bicycles via the Virage Bikes partnership), and 60-plus years of customer relationships, rather than on technology differentiation or proprietary platforms.

Name

Groupe Chopard

Legal name

Groupe Chopard

Website

https://groupechopard.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

251–500 employees

Short description

Groupe Chopard is a privately held French automotive and motorcycle dealership group operating 144 concessions across Eastern and Southeastern France, distributing 18 automotive brands and 11 motorcycle brands with complementary services in financing, after-sales, and EV charging.

Ownership category

akta.pro rank

Product category

Automotive Retail and Dealership Services

NAICS

Automobile Dealers (4411), Used Car Dealers (441120), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Motor Vehicle and Parts Dealers (441), Automotive Parts and Accessories Retailers (441330)

SIC

Motorcycles, Bicycles & Parts (3751), Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Automotive Parts & Mobility Recommerce (Parts, Accessories, Bikes/Scooters) (CRAFAGAI)

akta.pro secondary industry

Automotive Vehicles & Parts C2C (CRAFAKAE)

Keywords

• Automotive dealership group
• Multi-brand vehicle distribution
• Motorcycle retail network
• Vehicle financing services
• Aftermarket maintenance repair

Headquarters

HQ city

Besançon

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. New Vehicle Sales: Sale of new automobiles and motorcycles through franchise dealership network representing 18+ automotive brands and 11+ motorcycle brands.
2. Used Vehicle Sales: Sale of reconditioned used vehicles with guarantees up to 24 months. Over 5,600 used cars in stock across the network.
3. After-Sales Services: Vehicle maintenance, repair, technical inspection, and bodywork services through workshop network. Includes digital service terminals available 24/24.
4. Financing Services: Customized financing solutions for vehicle purchases including LOA (lease purchase) and traditional loan options.
5. Vehicle Trade-In: Online trade-in valuation service where customers can receive estimates for their current vehicles.
6. EV Charging Solutions: La Recharge Chopard - Home charging station sales and installation services including IRVE-certified installation, personalized studies, and assistance obtaining subsidies.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Groupe Chopard operates a 144-concession multi-brand automotive and motorcycle retail network across Eastern and Southeastern France, selling new and used passenger vehicles, motorcycles, light commercial vehicles, and trucks across 28 manufacturer brands (including Peugeot, Mercedes-Benz, DS Automobiles, Citroen, BYD, Aston Martin, Maserati, Indian Motorcycle, Yamaha, and Honda). The core offering is complemented by an integrated ownership ecosystem: LOA and traditional vehicle financing, online trade-in valuation, certified maintenance and bodywork repair (with 24/24 digital service terminals), La Recharge Chopard home and business EV charging installation, and home delivery of used vehicles nationwide.

Product overview

Groupe Chopard is a multi-brand automotive and motorcycle dealership group operating 144 concessions across France (from Champagne to Côte d'Azur), offering new and used vehicles, motorcycles, light commercial vehicles, trucks, and electric bicycles. The core offering consists of new car sales across 18 brands (Peugeot, Mercedes-Benz, Citroën, DS Automobiles, Opel, BYD, Fiat, Abarth, Toyota, Kia, Jeep, Alfa Romeo, Smart, Leapmotor, Denza, Aston Martin, Lotus, Maserati) and motorcycle sales across 11 brands (Indian Motorcycle, Zontes, CFMOTO, Honda, Yamaha, Kawasaki, Suzuki, Kymco, Piaggio, Vespa, Aprilia), complemented by La Recharge Chopard EV charging solutions, maintenance services, vehicle trade-in, financing, and home delivery. The company operates as a platform of dealership locations rather than a unified software product.

Differentiator

Problem solved

Functional benefit

Products and services

• Voitures Neuves (New Cars) Sale of new passenger automobiles from 18 distributed automotive brands to individual consumers and professionals through 144 physical concessions across Eastern and Southeastern France and via the online reservation platform.
• Voitures d'Occasion (Used Cars) Sale of reconditioned used passenger vehicles with up to 24-month warranty coverage, online browsing, and home delivery throughout metropolitan France. Over 4,000 used vehicles in stock across the network.
• Motos Neuves et d'Occasion (Motorcycles) Sale of new and used motorcycles and scooters from 11 distributed motorcycle brands through the Chopard Motos concession network.
• La Recharge Chopard (EV Charging Solutions) Sale and installation of home and business EV charging stations via IRVE-certified partner installers, with personalized electrical studies and assistance obtaining French government subsidies. Compatible with all electric and plug-in hybrid vehicles at power levels from 7.4 to 480 kW.
• Utilitaires (Light Commercial Vehicles) Sale of new and used light commercial vehicles (vans and utility vehicles) for professional and fleet use across multiple distributed brands.
• Camions (Trucks) Sale of new trucks for commercial and industrial transport applications.
• Vélos Électriques (Electric Bikes) Sale of electric bicycles through the Chopard Cycles division and partner Virage Bikes, covering road bikes, mountain bikes, and high-performance equipment.
• Entretien et Réparation (Maintenance & Repair) After-sales vehicle maintenance and repair services including routine servicing, tire replacement, technical inspection, bodywork/carrosserie, and digital service terminals available 24/24 for appointment scheduling.
• Reprise Auto (Vehicle Trade-In) Online vehicle trade-in valuation service where customers can submit their current vehicle for appraisal and receive an estimate from Groupe Chopard, applicable against a new or used vehicle purchase.
• Financement (Vehicle Financing) Customized vehicle financing solutions including LOA (Location avec Option d'Achat / lease with purchase option) and traditional credit, with monthly payments starting from approximately 133€ for used vehicles.
• Livraison à Domicile (Home Delivery) Home delivery service for purchased used vehicles across metropolitan (mainland) France, supporting a fully remote purchasing experience for customers who do not visit a physical concession.

Quantifiable outcome

• 4.47/5 customer satisfaction rating from 55,998 verified reviews
• +2 more outcomes

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

Three partnerships are on record, tiered core and minor.

• IRVE-Certified InstallerscoreImplementation/ SI/ Consulting PartnerNetwork of IRVE-certified (Infrastructure de Recharge pour Véhicules Électriques) installation partners for La Recharge Chopard EV charging solutions. These certified professionals ensure compliant installation of home charging stations meeting French regulations.
• Virage BikesminorChannel Partner/ Reseller/ DistributorElectric bicycle retailer partnership for Chopard Cycles brand, offering road bikes, mountain bikes, and performance equipment through a partner in Besançon.
• Moto-AxxeminorChannel Partner/ Reseller/ DistributorMotorcycle accessories retailer referral partnership for helmets and gear, directing customers to Moto-Axxe stores including the Dijon location.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Norauto: French auto service, maintenance, and tire retail network (part of Mobivia group). Comparable as an after-sales and vehicle-maintenance infrastructure player in France, though Norauto does not sell new vehicles and is more service/MRO-focused.
• Autohero: Digital-first used-car platform (Auto1 Group subsidiary) operating across Europe including France. Comparable competitor in the used-vehicle retail space — competing on selection and convenience versus Chopard's reconditioned inventory with warranty.

Direct peers

• Groupe Faury: French multi-brand automotive retail group operating concessions across Central and Eastern France (Auvergne/Rhône-Alpes). Comparable French regional multi-brand dealer with similar mix of new vehicles, used vehicles, and after-sales services.
• BodemerAuto: French multi-brand automotive retail group operating predominantly in Western and Northwestern France. Comparable in scale, franchise model, and integrated new-car, used-car, financing, and after-sales offering — even though geographic footprint is complementary rather than overlapping.
• Groupe Bernard: French multi-brand automotive and motorcycle dealership group headquartered in Eastern France (Burgundy), operating across similar mass-market and premium franchises. Most directly comparable peer given overlapping geography, brand portfolio, and after-sales focus.
• GCA (Groupe Central Automobile): Stellantis-aligned French dealer network distributing Peugeot, Citroën, Opel, DS, Fiat and related brands nationwide. Comparable as a multi-brand French dealer group, though Chopard is broader (Mercedes, Toyota, Chinese brands, motorcycles).
• Renault Retail Group: OEM-owned French dealer network dedicated to Renault, Dacia, Alpine and related brands in France. Comparable in concession model and after-sales offering but narrower by brand (single OEM).

Broad incumbents

• Emil Frey Group: Large Swiss-headquartered pan-European automotive retailer and importer with multi-brand distribution across multiple countries. Comparable as a multi-brand, multi-country European dealer platform — but materially larger and more diversified than Chopard's French regional footprint.

Others

• BCAuto (BCA France): French automotive remarketing and auction house providing trade-in valuation and used-vehicle wholesale services. Comparable as a downstream partner/competitor in the trade-in and used-vehicle remarketing flow (Reprise Auto).
• Alcopa Auction: French and European vehicle remarketing auction specialist. Comparable as an enabler/competitor in used-vehicle remarketing, supplying inventory and trade-in valuation services to dealer groups.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GroupeChopardAutomobile

Revenue estimate

Valuation estimate

Number of profiles

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 Groupe Chopard