Rmotion

What Rmotion does

Rmotion is a Spanish multi-brand automotive dealership group operating under the legal entity SAAEM AUTO SPAIN S.L. The company functions as a unified retail platform selling new, km0 (nearly new), and certified pre-owned vehicles across seven OEM authorizations (Ford, Nissan, Mazda, Suzuki, Honda, Isuzu, and Aixam), supplemented by flexible renting/leasing products. Its distribution combines 12+ physical dealership and service center locations across Barcelona province, Girona province, and the Madrid region with an e-commerce channel that supports online vehicle search, a comparator tool, and Stripe-powered €500 reservation deposits. The group serves primarily individual B2C consumers purchasing personal vehicles, with a secondary commercial fleet segment served through Ford Transit and Isuzu D-Max lines.

Rmotion monetizes through four streams: (1) one-time vehicle sales across new, km0, used, and ex-leasing inventory; (2) professional services revenue from official workshop operations including mechanical repair, bodywork, and painting using OEM genuine parts; (3) transaction fees on consumer financing originated through banking partners such as La Caixa at disclosed rates of TIN 6.99% / TAE 7.23-7.24%; and (4) recurring revenue from renting contracts and insurance brokerage commissions captured through the wholly-owned Romacober subsidiary. Pricing follows unit economics with vehicles ranging from approximately €14,900 to over €37,500, and monthly financing installments from €280 to €762. There is no proprietary AI or ML technology disclosed; the platform relies on standard e-commerce infrastructure, PCI-DSS compliant payment processing via Stripe and Redsys, and conventional web analytics.

The corporate group is structured through several wholly-owned operating subsidiaries including Romadrid Car SLU, Romauto Grup Concessionaris SLU, Romacar ABS SLU, Romakuruma SLU, Romacober SL (insurance brokerage), CICS Romacober Correduria d'Assegurances SLU, and Romaserveis Administratius SL (shared services), with Reactiva Global SL serving as a holding/intermediate entity. The firm is privately held with no disclosed venture, private equity, or public market backing, and operates exclusively in the Spanish domestic market with delivery available across the Spanish peninsula. In July 2026, the group completed the acquisition of Rohercar, integrating it into the Ford Romadrid organization to expand Madrid-area presence, indicating active inorganic growth within a consolidator strategy.

Name

Rmotion

Legal name

SAAEM AUTO SPAIN S.L

Website

https://rmotion.es

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

Rmotion is a Spanish multi-brand automotive dealership group operating 12+ retail and service locations across Catalonia and Madrid, selling new, km0, used, and ex-leasing vehicles from 7 OEMs (Ford, Nissan, Mazda, Suzuki, Honda, Isuzu, Aixam) to B2C consumers and commercial fleet buyers, with integrated financing, insurance brokerage, and online reservation.

Ownership category

akta.pro rank

Product category

Automotive Dealership Services

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Specialty Tires (OTR, Industrial, Agricultural, Mining, Aviation, Marine) (TLAKADAJ)

Keywords

• Automotive dealership services
• Used car sales
• Vehicle leasing
• Car maintenance services
• Auto financing

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new vehicles, km0 (nearly new) vehicles, and used/pre-owned cars across multiple automotive brands including Ford, Nissan, Mazda, Suzuki, Honda, Isuzu, and Aixam. Vehicles are sold both in-person at dealerships and through the website with online reservation capability.
2. Vehicle Maintenance and Repair Services: Official workshop services providing mechanical repairs, bodywork, and painting using original parts and accessories for all brands represented.
3. Vehicle Financing: Partnership with banking and financial institutions to offer flexible financing options for vehicle purchases, with competitive interest rates.
4. Vehicle Renting: Rental services for vehicles, including cars from their existing rental fleet.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Rmotion operates a multi-brand automotive dealership group in Spain, selling new, km0 (nearly new), and used vehicles from Ford, Nissan, Mazda, Suzuki, Honda, Isuzu, and Aixam. The group also provides official authorized workshop services (mechanical repairs, bodywork, painting) using genuine parts, vehicle leasing/renting, custom financing through banking partners, vehicle trade-in, and insurance brokerage through its sister company Romacober.

Product overview

Rmotion is a Spanish multi-brand automotive dealership group (Grupo de concesionarios) operating as a unified platform offering both online e-commerce and physical dealership locations. The core product portfolio centers on vehicle sales across multiple formats: Coches Nuevos (new vehicles from Ford, Nissan, Mazda, Suzuki, Honda, Isuzu, and Aixam), Coches de Ocasión (certified pre-owned), Coches Km0 (nearly new), and Renting (flexible leasing). These sales channels are complemented by a network of Talleres Oficiales (authorized workshops) providing maintenance, repairs, and genuine parts. The platform integrates online tools including a vehicle Comparador (comparison tool), Reserva Online (e-commerce reservation system with Stripe payments), and Cita Previa (workshop appointment scheduling). Additional services include vehicle trade-ins, custom financing through banking partners, insurance brokerage via Romacober, and after-sales promotions. The group operates across Barcelona and Madrid regions through multiple dealership locations.

Differentiator

Problem solved

Functional benefit

Products and services

• New Cars (Coches Nuevos) Brand new vehicles sold through official authorized dealership network covering Ford, Nissan, Mazda, Suzuki, Honda, Isuzu, and Aixam, supplied with full manufacturer warranty and aimed at individual retail consumers in Spain.
• Used Cars (Coches de Ocasión) Certified pre-owned vehicles including sedans, SUVs, and commercial vehicles sold with warranty and transfer included in price; offered to individual and small-business buyers with cash and financing options.
• Nearly New / Km0 Cars (Coches Km0) Nearly new vehicles with very low mileage, typically from leasing returns, demonstration, or exhibition units, sold at discounted prices versus brand-new equivalents.
• Vehicle Leasing / Renting Flexible vehicle leasing/renting options allowing customers to use vehicles with customizable contract terms and mileage packages, available to individual consumers and businesses.
• Official Authorized Workshops (Talleres Oficiales) Official authorized workshop services providing mechanical repairs, bodywork, painting, and maintenance using genuine replacement parts for all brands represented; offered to individual and fleet customers.
• Vehicle Trade-In (Vender Coche) Service allowing customers to sell or trade in their current vehicle as part of payment toward a new, km0, or used car purchased from Rmotion.
• Vehicle Financing (Financiación) Customized vehicle financing options arranged in partnership with banks and financial institutions (including La Caixa) for new, km0, or used vehicle purchases, with example terms of TIN 6.99% and TAE 7.23-7.24%.
• Vehicle Insurance (Seguros) Vehicle insurance brokerage services provided through sister company Romacober, offering insurance policies and coverage tied to vehicle purchases.
• After-Sales Promotions (Promociones Posventa) After-sales promotional offers on maintenance services, genuine parts, and accessories provided through the authorized workshop network.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Four partnerships are on record, tiered core and supporting.

• Romacober (Insurance)coreGTM or Marketing PartnerRomacober, a sister company within the Rmotion group, provides insurance services for vehicles. Connected through romacober.com, offering insurance products alongside vehicle sales.
• Automotive Manufacturers (Ford, Nissan, Mazda, Suzuki, Honda, Isuzu, Aixam)coreChannel Partner/ Reseller/ DistributorOfficial authorized dealer relationships with 7 automotive brands: Ford, Nissan, Mazda, Suzuki, Honda, Isuzu, and Aixam. Authorized to sell new vehicles, provide warranty service, and use manufacturer branding and support.
• Stripe (Payment Processing)supportingTechnology or IntegrationStripe payment platform used for processing online vehicle reservations. Ensures secure credit/debit card transactions for the €500 reservation deposits.
• Redsys (Payment Gateway)supportingTechnology or IntegrationRedsys PCI-DSS compliant payment system used for secure payment processing on the website, protecting customer payment data during online transactions.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lookers: Lookers is one of the UK's largest multi-franchise automotive dealer groups representing multiple OEMs (Ford, Volkswagen, Audi, BMW, Jaguar Land Rover) with combined new/used vehicle sales, servicing, and aftersales. Direct peer to Rmotion: directly comparable multi-brand authorized dealer group business model with focus on integrated sales-service-finance offerings.
• Vertu Motors: Vertu Motors is a UK-based multi-brand automotive retailer operating 200+ sales and aftersales outlets representing volume and premium OEMs (Ford, Nissan, BMW, Audi, Mercedes-Benz). Direct peer to Rmotion: directly comparable multi-brand authorized dealer group with full-service sales, finance, and aftersales revenue mix.
• Emil Frey Group: Emil Frey is one of Europe's largest privately-held multi-brand automotive dealer groups, representing dozens of OEMs across Switzerland, Germany, and additional European markets, with full-service dealerships, financing, and remarketing. Direct peer to Rmotion: comparable multi-brand authorized dealer business model with focus on customer lifecycle services (sales, service, financing) at regional scale.
• Stellantis &You: Stellantis &You (formerly Motor Village) is Stellantis' captive multi-brand retail and after-sales network operating across major European markets, selling vehicles from multiple Stellantis brands (Peugeot, Citroën, Fiat, Opel, DS, etc.) and offering financing, service, and parts. Direct peer to Rmotion: comparable multi-brand authorized dealer footprint and integrated services, though concentrated in Stellantis brands.
• Inchcape plc: Inchcape is a London-listed global automotive distributor and retailer operating across more than 40 markets, representing premium and volume OEMs with full sales, service, and parts operations. Direct peer to Rmotion: both operate as multi-brand authorized dealer/distributor networks with parallel after-sales and remarketing revenue streams, though Inchcape is materially larger and geographically diversified.
• Astara: Astara is a European multi-brand automotive mobility group headquartered in Madrid that distributes vehicles from multiple OEMs (Kia, Mitsubishi, MG, BYD, Honda) and offers financing, insurance, and after-sales services across Iberia. Direct peer to Rmotion: both are Iberian-headquartered multi-brand dealer groups with similar OEM portfolios, financial services partnerships, and digital-physical retail models.
• Pendragon plc: Pendragon was a UK-listed multi-franchise automotive dealer group representing brands including Ford, BMW, Audi, Volkswagen, Jaguar Land Rover across a national network of dealerships and service centers. Direct peer to Rmotion: same multi-brand authorized dealer model with combined new/used vehicle sales and integrated aftersales services (now owned by Lithia, but the historical peer is well-established).

Broad incumbents

• AutoNation: AutoNation is the largest US automotive retailer, operating 200+ multi-brand new and used vehicle franchises plus collision centers and finance/insurance products. Broad incumbent peer to Rmotion: scaled multi-brand franchised dealer business model with integrated F&I and aftersales revenue mix analogous to Rmotion's structure, though at vastly larger scale and on a different continent.
• Cox Automotive: Cox Automotive is a global automotive services group providing dealer software, vehicle remarketing, financing, and inventory management solutions to franchised and independent dealers worldwide. Broad incumbent peer to Rmotion: adjacent value-chain provider that serves similar dealer customers with technology and services, including vehicle listings platforms that overlap with Rmotion's used car inventory model.

Emerging players

• CarMax: CarMax is the largest US used-vehicle retailer with a national store footprint, online purchasing platform, and integrated financing. Emerging/different model peer to Rmotion: comparable in selling used vehicles to consumers via omnichannel model, but represents a more digitally-native, single-format retail approach that pressures traditional franchised dealers' used-car operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/rmotionautomoti

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries9 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Rmotion