Moviter

What Moviter does

Moviter – Equipamentos, S.A. is a Portuguese exclusive distributor and after-sales service provider for industrial and agricultural heavy equipment, operating as a wholly-owned subsidiary of the diversified Movicortes S.A. group. Founded in 1989 (with equipment representation originating in 1980 through the parent Movicortes), Moviter became a public limited company in 2015 following the merger of its industrial equipment unit with sister company Terralis. The company represents 16+ premium brands across two divisions: Moviter Industrial (Hitachi, John Deere Forestry, the full Wirtgen Group portfolio of Wirtgen, Vögele, Hamm, Kleemann, and Benninghoven, plus NPK, Gehl, Fiori, Weber, TANA, Mantovanibenne, Doppstadt, Waratah, and Avant) and Moviter Agrícola (Hürlimann and Iseki), and holds a stated market-leading position in Portugal for road construction equipment and road rollers.

The business model combines one-time equipment sales (hardware_sales revenue stream) with recurring after-sales services: a 24-hour parts delivery commitment, maintenance contracts (SIMM inspection and fleet management with GPS geolocalization), certified technical training (FORTOP), and a three-tier international assistance service (SAI) for customers operating in African and Latin American markets. Financial solutions including credit, leasing, and renting are bundled with equipment sales to lower acquisition friction. Go-to-market is hybrid: direct enterprise field sales through owned offices in Leiria (headquarters), Lisbon, Porto, and Funchal for industrial equipment, complemented by a regional dealer network for agricultural equipment, with wholly-owned distribution subsidiaries in Angola (Luanda), Mozambique (Maputo), Morocco (Casablanca), and Guinea (Conakry, focused on mining).

Moviter is a non-technology, non-AI distributor with no proprietary products, patents, or software platform; its competitive position rests on the exclusive territorial rights granted by represented manufacturers, brand-driven demand, and the integrated service ecosystem that locks in installed-base revenue. End customers are enterprise and mid-market operators in construction and infrastructure, forestry and circular economy, mining and demolition, agriculture (including vineyards, orchards, and municipalities), and roads and pavements. The company is privately held within the family-controlled Movicortes conglomerate and has adopted a formal corruption-prevention compliance program aligned with Portuguese Decree-Law 109-E/2021.

Name

Moviter

Legal name

Moviter – Equipamentos, S.A.

Website

https://moviter.pt

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

Moviter – Equipamentos, S.A. is a Portuguese exclusive distributor and after-sales service provider for industrial and agricultural heavy equipment brands (Hitachi, Wirtgen Group, John Deere, Hürlimann, and others), serving construction, mining, forestry, agriculture, and roads customers in Portugal, Angola, Mozambique, Morocco, and Guinea.

Ownership category

akta.pro rank

Headquarters

HQ city

Azoia

HQ country

Portugal

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Equipment Sales: Sale of industrial and agricultural equipment from exclusive brand representations including Hitachi, John Deere, Wirtgen, Vögele, Hamm, Kleemann, and others.
2. Parts and Components: Spare parts sales for all represented brands with 24-hour delivery commitment.
3. After-Sales Services: Technical assistance, maintenance contracts, SIMM inspection and maintenance service, and FORTOP training services.
4. Financial Solutions: Credit, leasing, and renting solutions offered to customers for equipment acquisition.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels3 records

Core offering

Moviter is the exclusive representative and distributor in Portugal (and parts of Africa) of premium industrial and agricultural equipment brands including Hitachi, John Deere, Wirtgen Group brands (Wirtgen, Vögele, Hamm, Kleemann, Benninghoven), NPK, Hürlimann, Iseki, Gehl, Fiori, Weber, Mantovanibenne, Doppstadt, Waratah, Avant and Tana. The company sells heavy equipment for construction, infrastructure, mining, demolition, roads and pavements, forestry, circular economy and agriculture, complemented by after-sales services (technical assistance, parts with 24-hour delivery, maintenance contracts, SIMM inspection, SAI international assistance, FORTOP training) and financial solutions (credit, leasing, renting).

Product overview

Moviter is an exclusive representative and distributor of industrial and agricultural equipment in Portugal, Angola, and Mozambique. The company offers a comprehensive portfolio of distributed brands organized into two main divisions: Industrial Equipment (HITACHI, WIRTGEN, VÖGELE, HAMM, KLEEMANN, BENNINGHOVEN, NPK, TANA, GEHL, FIORI, WEBER, MANTOVANIBENNE, DOPPSTADT, WARATAH, JOHN DEERE, AVANT) and Agricultural Equipment (HÜRLIMANN, ISEKI). The portfolio covers earthmoving, road construction and maintenance, mining and demolition, circular economy and forestry, and agricultural applications. Moviter complements its equipment distribution with comprehensive after-sales services including technical assistance, parts supply, maintenance contracts (SIMM), international assistance (SAI), and technical training (FORTOP), plus financial solutions for equipment acquisition.

Differentiator

Problem solved

Functional benefit

Brands

• Moviter Industrial: Industrial equipment division representing brands such as Hitachi, John Deere, Wirtgen, Vögele, Hamm, Kleemann, Benninghoven, NPK, Gehl, Fiori, Weber, Mantovanibenne, Doppstadt, Waratah, Avant, and Tana.
• Moviter Agrícola

Products and services

• HITACHI Equipment Exclusive representation of Japanese Hitachi earthmoving, public works and mining equipment including mini excavators, track excavators, wheeled excavators, large excavators, rigid dump trucks, wheel loaders and crawler cranes for construction, infrastructure and mining customers in Portugal.
• WIRTGEN Equipment Exclusive representation of Wirtgen Group road construction and maintenance equipment including cold milling machines, soil stabilizers, recyclers, binding agent spreaders, mobile recycling plants, surface miners and concrete slipform pavers. Moviter is the market leader in Portugal for road and pavement construction and maintenance.
• VÖGELE Equipment Exclusive representation of Vögele pavers and screed compaction units including track and wheeled pavers, screed compaction units and material feeders for surface paving applications in road construction.
• HAMM Equipment Exclusive representation of Hamm soil and asphalt compacting rollers including earth compactors, asphalt rollers and rubber-tyred rollers. Moviter is the market leader in Portugal for road rollers.
• KLEEMANN Equipment Exclusive representation of Kleemann mobile crushing and screening equipment including mobile jaw crushers, mobile impact crushers, mobile cone crushers and mobile screening plants for mineral processing and inert production.
• BENNINGHOVEN Equipment Exclusive representation of Benninghoven mobile and fixed asphalt mixing plants with production capacity from 160 to 400 t/h for quality asphalt mixture production in road construction.
• NPK Equipment Exclusive representation of NPK Japanese hydraulic hammers and demolition equipment including demolition shears, sprayers, material processors, grabs, plate compactors and pile drivers for excavators, serving mining and demolition customers.
• TANA Equipment Exclusive representation of TANA Finnish landfill compactors and mobile waste shredders for waste management and recycling applications since 2015.
• GEHL Equipment Exclusive representation of Gehl American mini loaders and skid loaders with operating weight from 1,352 kg to 5,035 kg for compact equipment applications, in Portugal and Angola since 2010 and Mozambique since 2014.
• FIORI Equipment Exclusive representation of Fiori Italian concrete mixer trucks with ready-mix concrete capacity from 1.1m3 to 5.5m3 per cycle and compact earthmoving equipment, Moviter's longest-represented brand dating to 1987.
• WEBER Equipment Exclusive representation of Weber German small machinery for soil and floor compacting including walk-behind smooth and padfoot rollers, reversible vibratory plates, forward vibratory plates, percussion compactors, pavement cutters and concrete power trowels, in Portugal and Angola since 2011 and Mozambique since 2014.
• MANTOVANIBENNE Equipment Exclusive representation of Mantovanibenne Italian demolition equipment for excavators including metal cutting shears for excavators up to 200 tons, sprayers, demolition shears, grabs, material processors and breakers for pillars and foundations, since 2015.
• DOPPSTADT Equipment Exclusive representation in Portugal of Doppstadt German waste shredders, mobile crushers and mobile screening plants for circular economy and forest applications.
• WARATAH Equipment Representation of Waratah processor heads for forest harvesting equipment including Series 200, 400 and 600, part of John Deere Group.
• JOHN DEERE Forest Equipment Forest equipment including harvesters (cutting machines) and forwarders (extraction machines) for forestry applications, equipped with Waratah processor heads. Moviter is the exclusive representative in Portugal.
• AVANT Equipment Finnish compact loaders from Avant for multiple applications including earthmoving, construction and agricultural use.
• HÜRLIMANN Tractors Exclusive representation in Portugal since 1992 of Hürlimann Swiss agricultural tractors, including compact tractors, conventional tractors, and orchard/vineyard tractors, part of SDF Group.
• ISEKI Tractors Representation in Portugal since 2017 of Iseki Japanese compact tractors for small agricultural properties, specialized crops, green space maintenance, municipalities and other applications.
• Technical Assistance Service Organized, fast and efficient technical support covering entire Portugal from headquarters and regional offices for all represented industrial equipment brands. For agricultural equipment, support is provided through the dealer network.
• Parts Supply Service Original spare parts supply service for all represented brands with same-day order processing and 24-hour delivery commitment, at competitive pricing with original specifications to preserve machinery performance.
• Maintenance Contracts Preventive maintenance and total maintenance contracts available to customers after warranty period, performed by qualified technicians using original parts at advantageous prices.
• SIMM Inspection and Maintenance Service After-sales service including technical inspections, fleet management with GPS geolocalization, and maintenance contracts designed to support equipment appreciation and protection.
• SAI International Assistance Service Three-tier international assistance service for customers in foreign markets, particularly Africa and Latin America: Pack 1 inspection and training, Pack 2 planned maintenance, Pack 3 permanent on-site assistance.
• FORTOP Technical Training Service Certified technical and operational training covering assistance, maintenance, operation and logistics, with certificates recognized for CVs and trainers able to travel internationally.
• Financial Solutions Flexible financial solutions for equipment acquisition including credit, leasing and renting with special terms adapted to customer needs, available for all represented brands and equipment.

Quantifiable outcome

• 24-hour parts delivery
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered minor and core.

• IsekiminorChannel Partner/ Reseller/ Distributor · 1 January 2017Representative of Iseki tractors in Portugal since 2017. Japanese manufacturer of compact tractors for small farms, specialized crops, green spaces, and municipalities.
• TANAminorChannel Partner/ Reseller/ Distributor · 1 January 2015Exclusive representative of TANA landfill compactors and waste shredders in Portugal since 2015. Finnish manufacturer specializing in waste management equipment.
• MantovanibenneminorChannel Partner/ Reseller/ Distributor · 1 January 2015Exclusive representative of Mantovanibenne demolition equipment (shears, processors, breakers) since 2015. Italian manufacturer with plants in France, Bulgaria, China, and Germany.
• WeberminorChannel Partner/ Reseller/ Distributor · 1 January 2011Exclusive representative of Weber compacting equipment in Portugal and Angola since 2011, and Mozambique since 2014.
• GehlminorChannel Partner/ Reseller/ Distributor · 1 January 2010Exclusive representative of Gehl mini-loaders/skid loaders in Portugal and Angola since 2010, and Mozambique since 2014.
• NPKminorChannel Partner/ Reseller/ Distributor · 1 January 2003Exclusive representative of NPK hydraulic hammers and demolition equipment in Portugal since 2003 and Angola since 2008.
• Wirtgen Group (Wirtgen, Vögele, Hamm, Kleemann, Benninghoven)coreChannel Partner/ Reseller/ Distributor · 1 January 1999Exclusive representative of Wirtgen Group brands in Portugal since 1999 and in Angola since 2008. Brands include Wirtgen (road milling), Vögele (pavers), Hamm (compactors), Kleemann (crushers/screening), and Benninghoven (asphalt plants). Moviter is market leader in Portugal for road and pavement construction.
• Hürlimann (SDF Group)coreChannel Partner/ Reseller/ Distributor · 1 January 1992Exclusive representative of Hürlimann agricultural tractors in Portugal since 1992. Swiss brand specializing in compact, conventional, and orchard/vineyard tractors, part of SDF Group.
• FioriminorChannel Partner/ Reseller/ Distributor · 1 January 1987Longest-represented brand, partnership dating back to 1987. Italian manufacturer of concrete mixer trucks and compact earthmoving equipment. Representation extended to Angola (2008) and Mozambique (2014).
• Hitachi Construction MachinerycoreChannel Partner/ Reseller/ DistributorExclusive representative of Hitachi equipment including excavators, wheel loaders, rigid dump trucks, and crawler cranes. Japanese manufacturer founded in 1910.
• John Deere (including Waratah)coreChannel Partner/ Reseller/ DistributorExclusive representative of John Deere forest equipment including harvesters and forwarders, as well as Waratah processing heads (part of John Deere Group).
• DoppstadtminorChannel Partner/ Reseller/ DistributorExclusive representative in Portugal of German Doppstadt equipment for circular economy and forest applications including mobile shredders and screens.
• AvantminorChannel Partner/ Reseller/ DistributorRepresentative of Avant compact equipment for infrastructure and earthmoving applications.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Others

• SDF Group: Parent group of Hürlimann (a brand Moviter represents) and Same, Deutz-Fahr, Lamborghini Trattori. Relevant as the OEM counterpart to Moviter's agricultural distribution; provides perspective on manufacturer-dealer economics and product strategy.
• Ponsse: Finnish forestry-equipment manufacturer with its own distribution networks, competing with John Deere/Waratah in the same forestry segment Moviter serves via its John Deere Forest exclusive. Useful peer for forestry-equipment competitive dynamics.

Broad incumbents

• Komatsu Iberia: Construction and mining equipment manufacturer with its own Iberian distribution presence for Komatsu and Komatsu Forest products. Competes with Moviter in the same end markets through parallel brand-exclusivity arrangements.
• Finning International: World's largest Caterpillar dealer, operating across Canada, the UK, Ireland, and South America with equipment sales, parts, and service. Analogous exclusive-distributor model at much larger scale; useful for benchmarking service-revenue mix and OEM-dealer economics.
• Toromont Industries: Caterpillar dealer for Eastern Canada with equipment sales, rental, and power-systems operations. Comparable diversified heavy-equipment dealer with strong after-sales and parts business — useful proxy for valuation and operating-leverage benchmarks.

Regional players

• Manitou Group: French manufacturer and distributor of handling, earthmoving, and aerial work platforms with strong Iberian dealer footprint. Comparable premium-brand equipment-distribution economics in the same construction and agricultural verticals Moviter serves.
• Wacker Neuson: European compact and light-construction equipment OEM with direct dealer networks in Iberia. Adjacent peer given overlapping compact-equipment, road-construction, and agricultural customer segments where Moviter also plays (via Gehl, Weber, Avant, Fiori).

Direct peers

• Ascendum: Caterpillar heavy-equipment distributor in Portugal and Iberia with direct sales and after-sales operations. Closely comparable business model to Moviter — exclusive OEM representation, full after-sales service, and Iberian footprint serving construction, mining, and infrastructure customers.
• Huppenkothen: Exclusive Caterpillar dealer for Portugal and parts of Iberia, operating direct offices across the country. Directly comparable to Moviter as a multi-OEM construction-equipment distributor serving the same Portuguese customer base with parallel brand-exclusivity economics.
• SMT (Société Méditerranéenne de Travaux): Volvo Construction Equipment's Iberian distributor covering Portugal and Spain with sales, rental, and service operations. Comparable exclusive-distributor model serving the same construction and infrastructure end markets as Moviter.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/moviter.grupo.movicortes
• LinkedInlinkedin.com/company/moviter

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries4 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 Moviter