Localiza Seminovos
Localiza Seminovos is the certified pre-owned vehicle retail subsidiary of Brazil's Localiza Group, selling 22,000+ vehicles sourced exclusively from the parent's rental fleet through 40+ stores and an e-commerce platform serving individual consumers nationwide.
- Company typePrivate
- Founded1990
- HeadquartersBelo Horizonte, Brazil
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Localiza Seminovos does
Localiza Seminovos is the certified pre-owned vehicle retail subsidiary of the Localiza Group, one of Brazil's largest mobility companies (Localiza Rent a Car S/A, CNPJ 16.670.085/0001-55). Operating since 1990, the company sells vehicles retired from Localiza's own rental fleet after approximately 6–36 months of use, creating a vertically integrated closed-loop supply chain in which the parent is the sole source of inventory. As of available data, the platform offers more than 22,000 vehicles spanning sedans, hatchbacks, SUVs, and pickups from brands including Chevrolet, Fiat, Volkswagen, Hyundai, Renault, Jeep, Honda, and Nissan, distributed across 40+ physical retail stores and a dedicated e-commerce site (seminovos.localiza.com).
The company's core technology is a proprietary 360-item quality inspection system organized into 13 categories (bodywork, electrical, brakes, interior, suspension, engine, tires/wheels, transmission, etc.), which underpins its "Certificado de Qualidade" (Quality Certificate) and 90-day warranty. Each vehicle receives documentation, cosmetic reconditioning, and an option to extend coverage to 12 months through a partnership with Mapfre Seguros (Maxigarantia). Supporting infrastructure includes an online financing simulator (partner-bank approvals within approximately 3 hours), an online trade-in evaluation flow routed to partner dealers, and a WhatsApp sales channel. No public-facing API or developer integrations are documented.
The business model combines (1) one-time vehicle sales with transparent unit pricing, (2) transaction fees on financing arrangements with partner banks, (3) transaction fees on trade-in facilitation, and (4) commission/professional-services revenue from extended warranty. GTM is omnichannel and direct-to-consumer — primarily individual buyers segmented into economy seekers, app-based drivers (Uber/99), families/SUV buyers, and premium buyers — with sales consultants in physical stores, online financing simulation, and WhatsApp-based remote selling. Marketing combines SEO/content (blog, organic search), organic social (Facebook, Instagram, LinkedIn), and in-store conversion. The company is a private operating subsidiary of Localiza (no independent public listing evidenced) and does not appear to have raised external venture or private equity funding.
Localiza Seminovos firmographics
Firmographics- Name
- Localiza Seminovos
- Legal name
- LOCALIZA Rent a Car S/A
- Website
- https://seminovos.localiza.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Localiza Seminovos is the certified pre-owned vehicle retail subsidiary of Brazil's Localiza Group, selling 22,000+ vehicles sourced exclusively from the parent's rental fleet through 40+ stores and an e-commerce platform serving individual consumers nationwide.
- Ownership category
- akta.pro rank
Localiza Seminovos industry classification
Industry- Product category
- Used Car Retail
- NAICS
- Used Car Dealers (441120), Used Car Dealers (44112), Other Motor Vehicle Dealers (4412)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500)
- akta.pro primary industry
- Vehicle Inspection, Grading & Condition Reporting Services (TLABAKAE)
- akta.pro secondary industry
- Preventive Maintenance & Inspections (Oil, Fluids, Tune-Ups) (TLAKAAAB)
Keywords
Where Localiza Seminovos is headquartered
LocationHeadquarters
- HQ city
- Belo Horizonte
- HQ country
- Brazil
- HQ region
- Latin America
Offices43 records
Markets served
Localiza Seminovos business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Vehicle Sales: Sale of certified pre-owned (seminovo) and used vehicles. Vehicles come from Localiza's own rental fleet after 6-36 months of use. The company sells directly to consumers through retail stores and online platform with transparent pricing.
- Financing Services: Vehicle financing offered through partner financial institutions. The company earns financing arrangement fees and facilitates loan approvals processed within 3 hours. Interest rates and terms vary by customer credit profile.
- Trade-in Services: Trade-in program where customers can use their existing vehicle as partial payment. The company evaluates used cars through partner dealers and facilitates the transaction.
- Extended Warranty (Maxigarantia): Extended warranty service through partnership with Mapfre Seguros, providing additional 9 months of mechanical coverage beyond the standard 3-month warranty for eligible vehicles.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Vehicle pricing - Individual consumer prices shown on website, ranging from entry-level to premium vehicles |
| Transaction based/ take rate | Monthly | Financing - Rates and terms through partner banks determined by credit analysis |
| Subscription | One time/ perpetual license | Extended Warranty (Maxigarantia) - Additional 9 months of coverage through Mapfre Seguros |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Localiza Seminovos product offering
Product offeringCore offering
Localiza Seminovos retails certified pre-owned (seminovo) and used vehicles in Brazil, drawing exclusively from the inventory of its parent Localiza's rental fleet. Every vehicle is subjected to a 360-item quality inspection across 13 categories and sold with a 90-day guarantee, accompanied by financing through partner banks, a trade-in program for the customer's existing vehicle, and an optional extended warranty (Maxigarantia) underwritten by Mapfre Seguros.
Product overview
Localiza Seminovos operates as a multi-channel marketplace and dealership platform for pre-owned and certified semi-new vehicles in Brazil, offering a portfolio of over 22,000 vehicles across sedans, hatchbacks, SUVs, and utility vehicles from brands including Chevrolet, Fiat, Volkswagen, Hyundai, Renault, Jeep, Honda, Nissan, and others. The platform is built around five interconnected core offerings: the Carros Seminovos e Usados marketplace (the primary product), the Financiamento financing service (with 100% online simulation and approval in up to 3 hours), the Troca trade-in service (facilitating vehicle exchange with online evaluation), the Certificado de Qualidade quality certification program (verifying 360 items across 13 categories), and the Garantia Estendida Maxigarantia extended warranty add-on (in partnership with Mapfre). Customers can browse by category (Econômico, Para aplicativos, Espaçoso, Premium), filter by make, model, mileage, year, and body type, view 360-degree photos, and complete purchases entirely online with financing, trade-in, or cash payment options.
Differentiator
Problem solved
Functional benefit
Products and services
- Carros Seminovos e Usados (Certified Pre-Owned Vehicles) Primary retail product: a portfolio of over 22,000 certified pre-owned sedans, hatchbacks, SUVs, and pickups from brands such as Chevrolet, Fiat, Volkswagen, Hyundai, Renault, Jeep, Honda, and Nissan. All vehicles come from Localiza's own rental fleet (single previous owner), pass a 360-item inspection, and include a 90-day guarantee. Sold to individual consumers through retail stores and the e-commerce website.
- Financiamento de Carros Seminovos (Vehicle Financing) Financing service enabling customers to purchase certified pre-owned vehicles through installment plans arranged via partner banks. Offers 100% online simulation, credit analysis, and approval in as fast as 3 hours. Down payment can be made via trade-in vehicle or credit card (up to 10 interest-free installments). Extended warranty and despachante services can be bundled into the financing.
- Troca de Carro Usado (Trade-in Service) Trade-in program allowing customers to use their existing vehicle (car, motorcycle, or truck) as partial payment for a certified pre-owned vehicle. Online or in-store evaluation is performed through partner dealers who bid on the customer's vehicle via a certified platform.
- Garantia Estendida Maxigarantia (Extended Warranty) Extended mechanical warranty provided in partnership with Mapfre Seguros, adding 9 months of coverage beyond the standard 3-month legal warranty (total 12 months). Covers engine, transmission, cooling system, steering, and brakes. Available for vehicles up to 3 years old with up to 80,000 km.
- Certificado de Qualidade Localiza (Quality Certification Program) Systematic vehicle quality certification covering 360 inspection items across 13 categories (bodywork, steering, electrical, brakes, identification/lighting, glass, interior, suspension, engine, tires/wheels, revision, transmission). Includes bodywork repair, painting, polishing, and sanitization services. Every certified pre-owned vehicle is delivered with a 90-day guarantee.
Quantifiable outcome
- 360 items inspected on every vehicle before sale
- +4 more outcomes
Companies that use Localiza Seminovos
Customer profileSegments5 records
Ideal customer profiles4 records
Localiza Seminovos technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Localiza Seminovos partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Mapfre SeguroscoreExclusive extended warranty partnership with Mapfre Seguros providing Maxigarantia - an extended mechanical warranty covering engine, transmission, cooling system, steering, and brakes. The partnership allows customers to extend their standard 3-month warranty by an additional 9 months (12 months total) for eligible vehicles.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Localiza Seminovos competitors and assessment
Company assessmentDirect peers
- ICarros: Brazilian automotive classifieds and marketplace site owned by Cars.com; competes for online used-car shoppers and dealer leads in Brazil.
- OLX Autos: OLX Brasil's used-car transaction platform offering inspection services and direct purchase/sale of used vehicles. Competes head-to-head with Localiza Seminovos on certified used-vehicle offering and online purchase experience.
- Webmotors: Brazil's largest online automotive marketplace for new and used vehicles; competes directly for used-car shopper attention and dealer leads. Comparable target customer (Brazilian used-vehicle buyers) but operates as a marketplace rather than a vertical retailer.
- Movida Seminovos: Direct competitor operated by Movida (Localiza's main rental rival); sells certified ex-rental fleet vehicles through a similar retail-store model across Brazil. Closest peer given parallel rental-fleet-to-retail value chain and overlapping customer base.
- Unidas Seminovos: Used-car retail arm of Unidas, another major Brazilian rental fleet operator. Uses the same rental-fleet-to-retail vertical model, directly comparable supply and customer segment.
Broad incumbents
- CarGurus: International automotive marketplace with growing Brazilian presence. Comparable in providing price transparency and dealer lead generation for used vehicles.
- Mercado Livre Motors: Used- and new-vehicle listings within Latin America's largest e-commerce marketplace. Competes for online vehicle shopper traffic; broader assortment but less vertical integration than Localiza Seminovos.
Others
- AutoAvaliar: Brazilian used-vehicle evaluation and pricing platform used by dealers and trade-in networks. Adjacent infrastructure provider supporting trade-in flow that Localiza Seminovos also relies on.
Emerging players
- Volanty: Brazilian digital used-car startup offering online purchase, inspection and home delivery. Emerging player competing on digital experience against traditional dealer networks.
- Kavak: Mexico-origin used-car digital retailer expanding across Latin America including Brazil. Competes on certified used vehicles with digital-first experience and is increasingly relevant in the Brazilian urban market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Localiza Seminovos social profiles
Digital presenceLocaliza Seminovos compliance and trust
Trust signalCompliance3 records
Localiza Seminovos financial estimates
Financial estimateRevenue estimate
Valuation estimate
Localiza Seminovos leadership team
Management profileNumber of profiles
Localiza Seminovos funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Localiza Seminovos 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 Localiza Seminovos
What does Localiza Seminovos do?
Localiza Seminovos retails certified pre-owned (seminovo) and used vehicles in Brazil, drawing exclusively from the inventory of its parent Localiza's rental fleet. Every vehicle is subjected to a 360-item quality inspection across 13 categories and sold with a 90-day guarantee, accompanied by financing through partner banks, a trade-in program for the customer's existing vehicle, and an optional extended warranty (Maxigarantia) underwritten by Mapfre Seguros.
Is Localiza Seminovos a public or private company?
Localiza Seminovos is a private company. It is classified as corporate owned and is currently operating.
When was Localiza Seminovos founded?
Localiza Seminovos was founded in 1990. It employs 5,001 to 10,000 people.
Where is Localiza Seminovos based?
Localiza Seminovos is headquartered in Belo Horizonte, Brazil, in the Latin America region.
How does Localiza Seminovos make money?
Four revenue lines are on record. Vehicle Sales are the primary driver. The others are financing Services, trade-in Services and extended Warranty (Maxigarantia).
Who are Localiza Seminovos's main competitors?
Direct peers on record are ICarros, OLX Autos, Webmotors, Movida Seminovos and Unidas Seminovos. Broad incumbents are CarGurus and Mercado Livre Motors. AutoAvaliar is listed as an others. Emerging players are Volanty and Kavak.
Does Localiza Seminovos have an API?
No public API is recorded for Localiza Seminovos.
What industry is Localiza Seminovos in?
Localiza Seminovos's product category is Used Car Retail. Its primary akta.pro industry code is TLABAKAE, Vehicle Inspection, Grading & Condition Reporting Services, with a secondary code of TLAKAAAB, Preventive Maintenance & Inspections (Oil, Fluids, Tune-Ups). Its NAICS code is 441120 and its SIC code is 5500.