Barigui Group
Grupo Barigüi is the largest car and truck dealer in Southern Brazil, operating 100+ dealerships across 25 cities in Paraná and Santa Catarina with 26 automotive brands, plus subscription, insurance, parts, and digital banking services for retail, SMB, and fleet customers.
- Company typePrivate
- Founded1992
- HeadquartersCuritiba, Brazil
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What Barigui Group does
Grupo Barigüi (legal entity BARIGUI VEICULOS LTDA, CNPJ 79.763.884/0001-96) is a privately held Brazilian automotive retail conglomerate founded in 1992 and headquartered at Rua Jerônimo Durski, 1890, Bigorrilho, Curitiba. Operating for over 32 years, the group self-describes as the largest car and truck dealer in Southern Brazil, running more than 100 dealership rooftops across 25 cities in the states of Paraná and Santa Catarina and representing 26 automotive brands including Toyota, BMW, BYD, Audi, Volkswagen, KIA, Hyundai, Fiat, Jeep, Renault, Nissan, DAF, CAOA Chery, Lexus, Mini, Peugeot, Citroën, Ford, BRP, GAC, Omoda, Geely, Horsch, Leapmotor, MG, and JETOUR. It serves individual consumers (including PCD customers and taxi drivers), small and medium businesses (CNPJ, microentrepreneurs), large enterprise fleet operators, rural/agricultural producers, and driving schools through physical dealership channels, with over 1 million vehicles sold cumulatively across its history and a workforce of 3,000+ employees.
The revenue stack is anchored on one-time new and semi-new vehicle sales and is increasingly diversified. Recurring streams include the Barigüi Locadora car subscription and fleet outsourcing service launched in 2021 (Signature plans for individuals, Fleet plans for corporate clients, served via locations in Curitiba and Ponta Grossa with facilitated payment through Banco Bari); insurance brokerage through an exclusive 2019 partnership with Wiz Conseg (vehicle, residential, business, life, mechanical warranty, creditor insurance); parts and accessories via the pecas.grupobarigui.com.br e-commerce platform; and a dedicated Vendas Diretas (Direct Sales) channel for corporate and segmented customers. Adjacent businesses include Banco Bari (a wholly-owned digital bank offering accounts, credit, and investments) and the Instituto Barigüi nonprofit established in 2007 for free professional education and environmental management. The technology layer is a DealerSpace-built multi-brand dealer website platform with WhatsApp sales and a fraud-warning customer channel; no proprietary software, APIs, SDKs, or AI/ML capabilities are disclosed.
The go-to-market model is physical-retail-led, with a bottom-of-funnel focus on dealership footfall, supplemented by top-of-funnel brand presence across major social networks, the corporate website, and WhatsApp-based mid-funnel customer engagement. Geographic concentration in Southern Brazil is a defining feature — the subscription service explicitly excludes Rio de Janeiro — and the regulatory environment is shaped by Brazil's LGPD with two dedicated Data Protection Officers on staff. The group maintains a Code of Ethics and a whistleblower hotline (Caminho Certo Integrity Program, launched 2019) alongside its social and environmental programs.
Barigui Group firmographics
Firmographics- Name
- Barigui Group
- Legal name
- BARIGUI VEICULOS LTDA
- Website
- https://grupobarigui.com.br
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Grupo Barigüi is the largest car and truck dealer in Southern Brazil, operating 100+ dealerships across 25 cities in Paraná and Santa Catarina with 26 automotive brands, plus subscription, insurance, parts, and digital banking services for retail, SMB, and fleet customers.
- Ownership category
- akta.pro rank
Where Barigui Group is headquartered
LocationHeadquarters
- HQ city
- Curitiba
- HQ country
- Brazil
- HQ region
- Latin America
Offices23 records
Markets served
Barigui Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- New Vehicle Sales: Sale of new vehicles from 26+ automotive brands including KIA, Toyota, BMW, VW, Citroën, Renault, Hyundai, CAOA Chery, Nissan, Fiat, Ford, Jeep, Mini, Lexus, DAF, Peugeot, BYD, Audi, BRP, GAC, Omoda, Geely, Horsch, Leapmotor, MG, JETOUR through dealership network
- Used/Semi-new Vehicle Sales: Sale of pre-owned vehicles through dedicated seminovos platform and dealership locations
- Car Subscription (Locadora): Vehicle subscription service offering 0km cars for 12+ month periods, serving both individual consumers (Signature) and businesses (Fleet) with managed services including payment facilitation through Banco Bari
- Insurance Services: Insurance brokerage through partnership with Wiz Conseg offering vehicle, residential, business, life, mechanical warranty, and creditor insurance products
- Parts and Accessories: Sale of vehicle parts and accessories through dedicated platform (pecas.grupobarigui.com.br)
- Fleet Management Services: Fleet management and outsourcing services for corporate clients including fleet optimization and vehicle management
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Signature: Car subscription for individuals |
| Subscription | Multi-year contract | Fleet: Corporate fleet management |
| Other | Other | Specialized segment pricing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
Barigui Group product offering
Product offeringCore offering
Barigui Group is the largest multi-brand automotive dealership group in Southern Brazil, operating 100+ dealerships across 25 cities with exclusive partnerships for 26+ brands. The group sells new and used vehicles, offers car subscription and fleet management through Barigüi Locadora, provides insurance brokerage via partnership with Wiz Conseg, sells parts and accessories online, and runs specialized direct sales programs for corporate clients, rural producers, taxi drivers, PCD customers, and driving schools.
Product overview
Barigui Group is the largest automobile and truck dealer group in Southern Brazil, operating over 100 dealerships across 25 cities. The company offers a diversified portfolio of automotive products and services including new and used vehicle sales across 26 major brands, car subscription/rental services (Barigüi Locadora), insurance brokerage, parts and accessories, direct/corporate sales, and financial services. The group also operates Instituto Barigüi (education foundation) and Banco Bari (digital bank), creating an ecosystem of mobility, financial, and social impact services.
Differentiator
Problem solved
Functional benefit
Brands
- Instituto Barigüi: Nonprofit organization developing free professional education programs for youth and people with disabilities, and environmental management initiatives.
- Barigüi Locadora
- Banco Bari
Products and services
- New Vehicle Sales (Novos) Sale of new (0km) vehicles from 26+ automotive brands including KIA, Toyota, BMW, VW, Citroën, Renault, Hyundai, CAOA Chery, Nissan, Fiat, Ford, Jeep, Mini, Lexus, DAF, Peugeot, BYD, Audi, BRP, GAC, Omoda, Geely, Horsch, Leapmotor, MG, and JETOUR through 100+ dealership locations across Southern Brazil, targeted at individual consumers and corporate buyers.
- Used/Semi-new Vehicle Sales (Seminovos Barigüi) Sale of semi-new and used vehicles through the dedicated Seminovos Barigüi platform and dealership locations, targeted at individual consumers and businesses seeking pre-owned vehicles.
- Barigüi Locadora (Car Subscription & Fleet) Car subscription and fleet outsourcing service providing 0km vehicles on 12+ month contracts through Signature plans for individual consumers and Fleet plans for corporate clients, with facilitated payment analysis through Banco Bari, covering all Brazilian regions except Rio de Janeiro.
- Insurance Brokerage (Seguro) Vehicle, residential, business, life, mechanical warranty, and creditor insurance products offered through exclusive partnership with Wiz Conseg as insurance broker, serving both individual and corporate customers across dealership-customer relationships.
- Parts and Accessories (Peças e Acessórios) Online sale of automotive parts and accessories through pecas.grupobarigui.com.br, targeted at vehicle owners maintaining vehicles in optimal condition across the brand portfolio.
- Corporate Direct Sales (Vendas Diretas) Dedicated direct sales department for corporate clients including CNPJ-registered small businesses, microentrepreneurs, large fleet operators, rural/agricultural producers, taxi drivers, PCD customers, and driving schools, offering specialized pricing and financing conditions.
- Fleet Management and Outsourcing Services Fleet management and outsourcing solutions for corporate clients seeking efficiency, economy, and technology in fleet operations, including the Barigüi Locadora Fleet plan with managed services such as vehicle acquisition, maintenance, and replacement.
- Instituto Barigüi (Professional Education and Recycling) Non-profit institute delivering free professional education programs for youth and people with disabilities, alongside environmental management and waste recycling initiatives. Has trained over 1,700 students and recycled more than 5,450 tonnes of waste.
- Banco Bari (Digital Banking) Digital bank offering complete account, credit, and investment solutions for Brazilian consumers, also facilitating payment and credit analysis for Barigüi Locadora car subscription plans.
Quantifiable outcome
- Over 1 million vehicles sold throughout company history
- +4 more outcomes
Companies that use Barigui Group
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles3 records
Barigui Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Barigui Group partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Wiz ConsegcoreExclusive insurance broker partnership since 2019, part of Grupo Wiz Co which has operated in the insurance market for over 50 years. Offers vehicle, residential, business, life, mechanical warranty, and creditor insurance through partnerships with 15+ major insurers.
- Instituto BarigüicoreNon-profit social entity established in 2007 dedicated to free professional education for youth and people with disabilities, and environmental management including waste recycling. Has trained over 1,700 students and recycled 5,450+ tonnes of waste.
- Banco BaricoreDigital bank launched by Grupo Barigüi with the purpose of changing Brazilians' relationship with money through complete solutions for accounts, credit, and investments. Provides financing analysis for car subscription services.
- Automotive Manufacturers (26+ Brands)coreExclusive dealership partnerships with major automotive brands including KIA, Toyota, BMW, VW, Citroën, Renault, Hyundai, CAOA Chery, Nissan, Fiat, Ford, Jeep, Mini, Lexus, DAF, Peugeot, BYD, Audi, BRP, GAC, Omoda, Geely, Horsch, Leapmotor, MG, JETOUR. The group is the largest car and truck dealer in Southern Brazil for these brands.
Scale indicators10 records
Recent moves10 records
Expansion highlights6 records
Barigui Group competitors and assessment
Company assessmentDirect peers
- Grupo Sinoserra: Brazilian multi-brand automotive dealer group operating in Southern Brazil, comparable in business model (new/used vehicle sales, multi-brand portfolio, regional dealership footprint).
- Grupo Caoa: One of the largest Brazilian automotive dealer groups, representing multiple brands (including Chery, Hyundai, and previously Ford/Caoa). Direct competitor for OEM franchise awards and multi-brand retail reach in Brazil; comparable multi-brand dealership business model.
- Grupo Mônaco: Multi-brand automotive dealer group with strong presence in Paraná and Santa Catarina — the same Southern Brazil footprint as Barigüi. Competes head-to-head for OEM authorizations, locations, and customer share in the anchor's core geography.
- Grupo Rossel: Brazilian multi-brand automotive dealer group operating across several regions. Comparable multi-brand dealership model with similar revenue mix of new vehicle sales and aftersales services.
- Grupo Premier: Brazilian automotive dealership group with multiple brands and locations. Operates a similar multi-brand dealer model with new/used vehicle sales and customer financing support.
Broad incumbents
- Localiza: Brazil's largest car rental and fleet management company (now also a major used-vehicle retailer through Localiza Seminovos). Comparable for the Locadora subscription/fleet outsourcing and used-vehicle operations of Barigüi, though operates nationally and at much larger scale.
- Movida: Major Brazilian rental and fleet management company (also part of Grupo JSL). Direct comparability with Barigüi Locadora's subscription and fleet management offering; also competes in used-vehicle retail via Movida Seminovos.
- Unidas: Brazilian car rental and fleet management company (now part of Locforma–Unidas). Comparable for subscription/fleet outsourcing business and for used vehicle retail channel that competes with Barigüi's Seminovos Barigüi platform.
Others
- Kia Brasil: OEM partner represented by the anchor. Relevant as the principal brand relationship risk: barigüi holds Kia dealerships (KIA Londrina, Kia Curitiba), so Kia's brand strategy and franchise rationalization directly affect anchor revenue.
- Banco Bari: Captive digital bank created by Grupo Barigüi itself. Listed here as an internal ecosystem peer; comparable fintech/digital-bank offerings (e.g., Banco Inter) compete in the broader credit market that Barigüi channels customers into via Banco Bari.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Barigui Group social profiles
Digital presenceBarigui Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Barigui Group leadership team
Management profileNumber of profiles
Profiles3 records
Barigui Group subsidiaries and ownership
Company hierarchySubsidiaries4 records
Barigui Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Barigui Group 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 Barigui Group
What does Barigui Group do?
Barigui Group is the largest multi-brand automotive dealership group in Southern Brazil, operating 100+ dealerships across 25 cities with exclusive partnerships for 26+ brands. The group sells new and used vehicles, offers car subscription and fleet management through Barigüi Locadora, provides insurance brokerage via partnership with Wiz Conseg, sells parts and accessories online, and runs specialized direct sales programs for corporate clients, rural producers, taxi drivers, PCD customers, and driving schools.
Is Barigui Group a public or private company?
Barigui Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Barigui Group founded?
Barigui Group was founded in 1992. It employs 1,001 to 5,000 people.
Where is Barigui Group based?
Barigui Group is headquartered in Curitiba, Brazil, in the Latin America region.
How does Barigui Group make money?
Six revenue lines are on record. New Vehicle Sales are the primary driver. The others are used/Semi-new Vehicle Sales, car Subscription (Locadora), insurance Services, parts and Accessories and fleet Management Services.
Who are Barigui Group's main competitors?
Direct peers on record are Grupo Sinoserra, Grupo Caoa, Grupo Mônaco, Grupo Rossel and Grupo Premier. Broad incumbents are Localiza, Movida and Unidas. Others are Kia Brasil and Banco Bari.
Does Barigui Group have an API?
No public API is recorded for Barigui Group.