Grupo Jorlan
Grupo Jorlan is a privately held Brazilian automotive dealership group operating 32 rooftops across the Distrito Federal, Minas Gerais (Belo Horizonte), and Goiás (Goiânia), representing 10 vehicle brands including Chevrolet, Renault, Honda, Harley-Davidson, and several Chinese OEMs, serving individual consumers, PCD/taxista segments via direct-sales tax-exempt programs, and motorcycle enthusiasts.
- Company typePrivate
- Founded1944
- HeadquartersGoiânia, Brazil
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Grupo Jorlan does
Grupo Jorlan (legal entity: JORLAN SA VEICULOS AUTOMOTORES IMPORTACAO E COMERCIO) is a privately held Brazilian automotive dealership group founded circa 1944, operating 32 retail locations across the Distrito Federal (Brasília), Minas Gerais (Belo Horizonte), and Goiás (Goiânia and Valparaíso de Goiás). The group represents ten vehicle brands — Chevrolet, Renault, Honda, Harley-Davidson, Peugeot, Citroën, GWM, GAC, Kia, and Geely — covering mass-market ICE, premium motorcycles, Chinese OEMs, and electrified vehicles (Chevrolet Blazer EV, Captiva EV, Spark EUV, Kia EV9, GWM Tank 300 Hi4-T, Geely EX5, GAC GS4 Hybrid). It serves four primary customer segments: individual retail consumers (new and used vehicles), PCD (people with disabilities) and taxista buyers (via the Vendas Diretas program with IPI/ICMS tax exemptions), and motorcycle enthusiasts (via the Harley-Davidson Brasília dealership and branded boutique).
The business model is multi-stream and largely transactional. Revenue is generated from new vehicle sales (one-time unit pricing, R$90,601-R$394,790 range), used/semi-new vehicle sales (R$34,900-R$433,900), Harley-Davidson motorcycle and boutique merchandise sales, automotive maintenance services (oil changes R$99.97-R$114.98 per installment, tire, brake, and transmission services), parts and accessories (via the online store at loja.grupojorlan.com.br), and consortium (consórcio) installment plans (R$666.87-R$1,823.71 monthly, credit values up to R$144,490). Go-to-market combines traditional showroom-based enterprise field sales with direct-to-consumer digital channels including a website vehicle marketplace, WhatsApp sales integration, and 360-degree virtual showroom tours at select dealerships.
The underlying technology platform is a consumer-facing e-commerce stack with integrated inventory management, WhatsApp click-to-chat, and 360-degree virtual tour modules. Sub-brands include GWM Jorlan-ev, Geely Jorlan-ev, Kia Jorlan Motors, and GAC Jorlan Motors, each with dedicated websites. The group employs 1,001-5,000 staff, is LGPD-compliant (Brazilian data protection law) with a designated DPO (Victor Fleury), and maintains 30+ dedicated social media accounts across Facebook and Instagram for each brand/location. Revenue is not publicly disclosed.
Grupo Jorlan firmographics
Firmographics- Name
- Grupo Jorlan
- Legal name
- JORLAN SA VEICULOS AUTOMOTORES IMPORTACAO E COMERCIO
- Website
- https://grupojorlan.com.br
- Company type
- Private
- Founded year
- 1944
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Grupo Jorlan is a privately held Brazilian automotive dealership group operating 32 rooftops across the Distrito Federal, Minas Gerais (Belo Horizonte), and Goiás (Goiânia), representing 10 vehicle brands including Chevrolet, Renault, Honda, Harley-Davidson, and several Chinese OEMs, serving individual consumers, PCD/taxista segments via direct-sales tax-exempt programs, and motorcycle enthusiasts.
- Ownership category
- akta.pro rank
Where Grupo Jorlan is headquartered
LocationHeadquarters
- HQ city
- Goiânia
- HQ country
- Brazil
- HQ region
- Latin America
Offices4 records
Markets served
Grupo Jorlan business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- New Vehicle Sales: Sale of new vehicles from multiple brands including Chevrolet, Renault, Honda, Harley-Davidson, Peugeot, Citroën, GWM, GAC, Kia, and Geely. Revenue generated from vehicle margins and manufacturer incentives.
- Used Vehicle Sales: Sale of pre-owned vehicles through 32 dealership locations and online platform. Includes trade-in evaluation services.
- Motorcycle Sales and Boutique: Harley-Davidson motorcycle sales including new and used bikes, plus branded apparel, accessories, collectibles, and parts through the boutique program.
- Automotive Services: Maintenance services including oil changes, tire replacement, brake fluid service, transmission fluid service, wiper replacement, windshield crystallization, alignment, balancing, Honda recalls, and free inspections.
- Parts and Accessories: Sale of automotive parts, accessories, and branded merchandise through online store and physical dealership locations.
- Consortium Plans (Consórcios): Consortium-based vehicle sales allowing customers to pay in installments and win vehicles through periodic drawings. Available for Honda, Chevrolet, and Renault vehicles.
- Direct Sales (Vendas Diretas): Special sales programs for PCD (people with disabilities) and taxistas with tax exemptions (IPI, ICMS), extended warranties, and special financing rates.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Used vehicle pricing from R$34,900 to R$433,900 |
| Unit Pricing | Pay-as-you-go | New vehicle pricing from R$90,601 to R$394,790 |
| Unit Pricing | Pay-as-you-go | Harley-Davidson motorcycles from R$115,700 to R$315,000 |
| Subscription | Monthly | Consortium plans from R$666.87 to R$1,823.71 monthly |
| Unit Pricing | Pay-as-you-go | Service pricing from R$99.90 to R$783.53 |
| Unit Pricing | Pay-as-you-go | Harley-Davidson boutique items from R$9.90 to R$3,345.50 |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Grupo Jorlan product offering
Product offeringCore offering
Grupo Jorlan is a Brazilian automotive dealership group operating 32 franchise locations across the Distrito Federal, Belo Horizonte, and Goiânia, plus an online store. The group sells new vehicles, certified pre-owned vehicles, and Harley-Davidson motorcycles from 10 brands (Chevrolet, Renault, Honda, Harley-Davidson, Peugeot, Citroën, GWM, GAC, Kia, Geely), and provides automotive maintenance services, parts and accessories, consortium purchase plans, and direct sales programs with tax exemptions for PCD and taxi drivers.
Product overview
Grupo Jorlan is an automotive dealership group with 80 years of tradition operating 32 dealerships across the Federal District, Belo Horizonte (MG), and Goiânia (GO), plus an online store. The company sells vehicles from multiple brands including Chevrolet, Honda, Renault, Harley-Davidson, Peugeot, GWM, Citroën, GAC, Kia, and Geely. The product portfolio spans new vehicles (including electric and hybrid models), certified pre-owned vehicles, and Harley-Davidson motorcycles with boutique accessories. Supporting services include vehicle maintenance and repair, consortium (consórcio) purchase plans, direct sales programs with tax exemptions for PCD and taxi drivers, and an e-commerce platform for parts and accessories.
Differentiator
Problem solved
Functional benefit
Brands
- GWM Jorlan-ev: Electric vehicle dealership under Grupo Jorlan
- Geely Jorlan-ev
- Kia Jorlan Motors
- GAC Jorlan Motors
Products and services
- Chevrolet Vehicles
- Honda Vehicles Sale of new Honda vehicles (WR-V, City, City Hatch, HR-V) and certified pre-owned Honda vehicles at Honda Jorlan Plaza locations in Asa Norte and Taguatinga, Brasília.
- Renault Vehicles Sale of Renault vehicles including the Kardian SUV, with locations in Brasília (Colorado, Taguatinga, Gama) and Belo Horizonte (Pampulha, Savassi, Barão).
- Harley-Davidson Motorcycles Sale of new and used Harley-Davidson motorcycles including Sportster S, Street Glide, Road Glide, Low Rider, Fat Boy, Heritage Classic, Pan America, Breakout, and CVO models, at Brasília Harley-Davidson dealership.
- Peugeot Vehicles Sale of Peugeot vehicles including the 2008 SUV at Peugeot Jorlan France in Belo Horizonte.
- GWM Vehicles Sale of GWM (Great Wall Motors) vehicles including the Tank 300 Hi4-T hybrid plug-in flex and electric vehicles at GWM Jorlan-ev locations in Brasília.
- Citroën Vehicles Sale of Citroën vehicles including the Basalt at Citroën Jorlan France in Belo Horizonte.
- GAC Vehicles Sale of GAC (Guangzhou Automobile Group) vehicles including the GS4 Hybrid at GAC Jorlan Motors locations in Brasília and Belo Horizonte.
- Kia Vehicles Sale of Kia vehicles including the EV9 electric SUV (recognized as World Car of the Year) at Kia Jorlan Motors in Pampulha, Belo Horizonte.
- Geely Vehicles Sale of Geely vehicles including the EX5 electric SUV focused on comfort and driving experience at Geely Jorlan-ev locations in Belo Horizonte and Brasília.
- Motorcycle Boutique Harley-Davidson branded accessories and merchandise including apparel (t-shirts, jackets, sweatshirts, casual wear), footwear, helmets, eyewear, collectibles, and riding gear. Items range from R$9.90 (poker chips) to R$3,345.50 (leather jackets).
- Vehicle Services Automotive maintenance and repair services including oil changes (R$99.97-R$114.98 per installment), tire replacement, brake fluid service, transmission fluid service, wiper blade replacement, windshield crystallization, alignment and balancing, and Honda recall services. Service prices range from R$99.90 to R$783.53.
- Consortium Plans Vehicle purchase through consortium (consórcio) plans offering credit for Honda, Chevrolet, and Renault vehicles including City, HR-V, WR-V, Onix, Onix Plus, Tracker, Spin, and Montana models. Monthly payments from R$666.87 to R$1,823.71 with credit values up to R$144,490.
- Direct Sales (Vendas Diretas) Direct vehicle sales program with special pricing, IPI and ICMS tax exemptions, extended warranties, and special financing rates for eligible buyers including PCD (people with disabilities) and taxistas (taxi drivers).
- Online Store (Loja Online) E-commerce platform at loja.grupojorlan.com.br for parts, accessories, and Harley-Davidson branded merchandise with home delivery across Brazil.
Companies that use Grupo Jorlan
Customer profileSegments4 records
Ideal customer profiles4 records
Grupo Jorlan technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Grupo Jorlan partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights5 records
Grupo Jorlan competitors and assessment
Company assessmentDirect peers
- Grupo Caoa: Brazil's largest privately-held multi-brand automotive dealer group, representing brands such as Chery, Hyundai, Subaru, and Kia across multiple Brazilian states. Highly comparable to Grupo Jorlan as a Brazilian multi-franchise dealer with similar OEM mix and dealership-network model.
- Grupo Saga: Brazilian multi-brand dealership group anchored in Volkswagen Group brands (VW, Audi, Porsche) with a multi-state physical dealership network. Comparable to Grupo Jorlan in business model (franchised multi-brand dealer), geographic strategy (regional Brazilian footprint), and customer segments served.
- Grupo Stéfani: Brazilian automotive dealership group operating franchises for premium and mainstream brands across southern Brazil. Directly comparable to Grupo Jorlan as a regional multi-brand dealer group with physical showrooms, services operations, and OEM-franchise agreements.
Broad incumbents
- Lithia Motors: One of the largest US automotive retailers, operating hundreds of franchised stores across the US, UK, and Canada, with an omnichannel strategy combining physical showrooms, online financing, and home delivery. Comparable to Grupo Jorlan in franchise-based multi-brand business model and increasing digital integration.
- AutoNation: Largest US automotive retailer with 200+ franchised dealerships across multiple brands and a multi-channel sales platform. Comparable to Grupo Jorlan as a scaled multi-franchise dealer group investing in digital sales tools and customer-experience modernization.
Emerging players
- Kavak: Mexico-founded used-car digital marketplace expanding across Latin America, including Brazil. Comparable to Grupo Jorlan in serving the Brazilian used-vehicle demand pool but represents the digital-first alternative model that competes for the same end customers.
Others
- Webmotors: Brazil's leading online automotive classifieds and marketplace, owned by Cars.com. Not a dealer itself, but a critical channel and indirect competitor to Grupo Jorlan's used-vehicle sales and customer-acquisition funnel in Brazil.
- Localiza: Brazil's largest car-rental and fleet-management company, operating a fleet of hundreds of thousands of vehicles. Not a dealer, but comparable to Grupo Jorlan as a scaled Brazilian automotive company with multi-state physical footprint, recurring revenue model, and brand recognition in central Brazil.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Grupo Jorlan social profiles
Digital presenceGrupo Jorlan compliance and trust
Trust signalCompliance3 records
Grupo Jorlan financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grupo Jorlan leadership team
Management profileNumber of profiles
Profiles2 records
Grupo Jorlan funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grupo Jorlan 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 Grupo Jorlan
What does Grupo Jorlan do?
Grupo Jorlan is a Brazilian automotive dealership group operating 32 franchise locations across the Distrito Federal, Belo Horizonte, and Goiânia, plus an online store. The group sells new vehicles, certified pre-owned vehicles, and Harley-Davidson motorcycles from 10 brands (Chevrolet, Renault, Honda, Harley-Davidson, Peugeot, Citroën, GWM, GAC, Kia, Geely), and provides automotive maintenance services, parts and accessories, consortium purchase plans, and direct sales programs with tax exemptions for PCD and taxi drivers.
Is Grupo Jorlan a public or private company?
Grupo Jorlan is a private company. It is classified as unknown and is currently operating.
When was Grupo Jorlan founded?
Grupo Jorlan was founded in 1944. It employs 1,001 to 5,000 people.
Where is Grupo Jorlan based?
Grupo Jorlan is headquartered in Goiânia, Brazil, in the Latin America region.
How does Grupo Jorlan make money?
Seven revenue lines are on record. New Vehicle Sales are the primary driver. The others are used Vehicle Sales, motorcycle Sales and Boutique, automotive Services, parts and Accessories, consortium Plans (Consórcios) and direct Sales (Vendas Diretas).
Who are Grupo Jorlan's main competitors?
Direct peers on record are Grupo Caoa, Grupo Saga and Grupo Stéfani. Broad incumbents are Lithia Motors and AutoNation. Kavak is listed as an emerging player. Others are Webmotors and Localiza.
Does Grupo Jorlan have an API?
No public API is recorded for Grupo Jorlan.