De Bona Motors
De Bona Motors operates a multi-brand automotive dealership network of 10-11 locations across Northern Italy, selling new, KM0, and certified pre-owned vehicles across 20+ brands, with authorized service, body shop, parts, financing, and fleet services.
- Company typePrivate
- Founded2004
- HeadquartersBelluno, Italy
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What De Bona Motors does
De Bona Motors operates as a multi-brand automotive retail group serving the Veneto and Trentino-Alto Adige regions of Northern Italy. Founded in 2004 and operating as De Bona Srl — a privately held Italian società a responsabilità limitata with registered office in Bolzano — the company runs a network of 10-11 physical dealership locations that function as combined sales, service, parts, and body-shop hubs. Customers include individual retail buyers, SME and corporate fleet operators, and luxury vehicle purchasers, with revenue diversification across both passenger and commercial vehicle segments.
The core product is vehicle sales organised into three channels: new vehicles sold at manufacturer suggested retail, KM0 (near-new) units at discount, and certified pre-owned vehicles under the proprietary De Bona First program. De Bona holds authorized dealer agreements with 20+ brands spanning the Stellantis portfolio (Fiat, Abarth, Alfa Romeo, Lancia, Jeep, Opel, Peugeot, DS, Leapmotor), the Volkswagen Group (Volkswagen, Škoda, Volkswagen Commerciali, Škoda Commerciali), Maserati, Hyundai, MG, Mazda, and an expanding roster of Chinese OEMs (Changan, Omoda&Jaecoo, Foton, EMC, ICH-X, Sportequipe). Recurring revenue streams come from authorized maintenance and repair, body shop operations, a centralized spare parts warehouse (Magazzino ricambi), and vehicle leasing/long-term rental. Insurance intermediation is conducted under IVASS supervision (RUI registration E000134132), allowing the group to bundle financial products with vehicle sales.
Distribution is entirely physical: prospective buyers browse an online inventory of 2,086+ vehicles for configuration and test-drive booking but complete transactions in person at one of the showrooms. With 101-250 employees, the group is a mid-sized regional dealer rather than a national chain, and has been actively pivoting its line card toward electrified models — including 2026 launches of the MG4 EV/Urban hatchbacks, Jaecoo 8 plug-in hybrid SUV, and Changan Deepal S05 electric crossover — while retaining its Maserati luxury franchise and Stellantis/Volkswagen Group legacy relationships as parallel revenue streams.
De Bona Motors firmographics
Firmographics- Name
- De Bona Motors
- Legal name
- De Bona Srl
- Website
- https://debona.it
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- De Bona Motors operates a multi-brand automotive dealership network of 10-11 locations across Northern Italy, selling new, KM0, and certified pre-owned vehicles across 20+ brands, with authorized service, body shop, parts, financing, and fleet services.
- Ownership category
- akta.pro rank
De Bona Motors industry classification
Industry- Product category
- Automotive Retail Dealership
- NAICS
- Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)
- SIC
- Services-Auto Rental & Leasing (No Drivers) (7510), Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Passenger Vehicle Chassis, Suspension, Steering & Braking Manufacturing (ICE) (IMACAAAJ)
- akta.pro secondary industries
- Specialty Vehicle Leasing/Rental (Refrigerated, Tanker, Flatbed, Utility/Service Bodies) (TLABAHAE), Luxury Sedan & Executive Car Rentals (THADAMAB)
Keywords
Where De Bona Motors is headquartered
LocationHeadquarters
- HQ city
- Belluno
- HQ country
- Italy
- HQ region
- Europe
Offices10 records
Markets served
De Bona Motors business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Vehicle Sales: Sales of new vehicles, KM0 (near-new), and certified pre-owned vehicles (De Bona First). Multi-brand offerings across passenger cars and commercial vehicles.
- After-Sales Service and Maintenance: Authorized service centers providing maintenance, repairs, diagnostic services, and parts replacement for all represented brands.
- Parts and Accessories: Original parts and accessories sales through parts warehouse (Magazzino ricambi).
- Body Shop Services: Body work, paint services, glass replacement, and accident repairs at specialized facilities.
- Financing and Insurance Services: Vehicle financing, leasing, and long-term rental solutions. Registered insurance intermediary (RUI) for vehicle insurance products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New Vehicles - Full MSRP pricing |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
De Bona Motors product offering
Product offeringCore offering
De Bona Motors is a multi-brand automotive dealership group operating 10 physical locations across Northern Italy (Veneto and Trentino-Alto Adige). It sells new, KM0 (near-new), and certified pre-owned passenger vehicles from 20+ brands (including Abarth, Alfa Romeo, Fiat, Hyundai, Jeep, Lancia, Maserati, MG, Omoda, Peugeot, Volkswagen, and Škoda) as well as commercial vehicles from Fiat Professional, Opel Commerciali, Peugeot Professional, and Volkswagen Commerciali. The company also provides authorized maintenance and repair, body shop, original spare parts, financing/leasing, and fleet solutions.
Product overview
De Bona Motors operates as a multi-brand automotive dealership network in Northern Italy (Veneto and Trentino-Alto Adige regions) with 11 physical locations. The company offers a comprehensive automotive portfolio comprising new cars, nearly-new (Km0) vehicles, and certified pre-owned vehicles under the De Bona First sub-brand. The product lineup is organized around passenger vehicles from 20+ brands (including Abarth, Alfa Romeo, Fiat, Hyundai, Jeep, Lancia, Maserati, MG, Omoda, Peugeot, Volkswagen, Škoda) and a dedicated commercial vehicles division (Fiat Professional, Opel Commerciali, Peugeot Professional, Volkswagen Commerciali). Services include authorized maintenance and repair, body shop services, spare parts warehouse, and vehicle leasing/rental solutions. The company also specializes in electric and hybrid vehicles, featuring models like MG4 and Volkswagen eHybrid.
Differentiator
Problem solved
Functional benefit
Brands
- De Bona First: Certified used car program offering selected, guaranteed, and quality-checked pre-owned vehicles.
Products and services
- Auto Nuove (New Vehicles) Sale of new passenger vehicles from multiple brands including Abarth, Alfa Romeo, Fiat, Hyundai, Jeep, Lancia, Peugeot, and others, available at MSRP with promotional offers.
- Auto Km0 (Nearly New Vehicles) Nearly new vehicles with zero or very low kilometers, offered at discounted prices compared to full new vehicles. Promotional offers include zero deposit and TAN 2.99%.
- De Bona First (Certified Pre-Owned) Certified pre-owned vehicle program featuring selected, guaranteed, and quality-checked used cars. Each vehicle is inspected, certified, and ready for a new owner.
- Veicoli Commerciali (Commercial Vehicles) Commercial vehicle sales division offering Fiat Professional, Opel Commerciali, Peugeot Professional, and Volkswagen Commerciali brands for business and professional use, including fleet vehicles, delivery vans, and work trucks.
- Manutenzione e Assistenza (Maintenance and Service) Official authorized service center for multiple brands including Abarth, Alfa Romeo, DS, EMC, Fiat, Foton, Hyundai, Jeep, Lancia, Maserati, Mazda, MG, Omoda&Jaecoo, Opel, Peugeot, Skoda, and Volkswagen. Services include maintenance, oil changes, tire service, glass replacement, and original spare parts.
- Carrozzeria (Body Shop) Specialized body repair services including hail damage repair, painting, glass replacement and repair, and post-accident structural restoration.
- Magazzino Ricambi (Spare Parts Warehouse) Original spare parts inventory and accessories available for all supported brands.
- Noleggio (Leasing and Long-Term Rental) Long-term rental and leasing solutions for both personal and business customers.
- Vendita Auto Aziendali (Corporate Fleet Sales) Fleet sales and corporate vehicle solutions tailored to business customers.
Quantifiable outcome
- 2086+ vehicles in inventory across all locations
- +1 more outcomes
Companies that use De Bona Motors
Customer profileSegments3 records
Ideal customer profiles3 records
De Bona Motors technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
De Bona Motors partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- Volkswagen Group (Volkswagen, Škoda)coreOfficial authorized dealer for Volkswagen and Škoda brands. Operates dedicated Volkswagen showrooms in Venezia and Conegliano, plus Škoda sales at multiple locations. Volkswagen Commerciali dealer with service facilities including Santa Lucia di Piave.
- MaseraticoreAuthorized Maserati dealer with exclusive showrooms in Treviso and Altavilla Vicentina. Certified service centers with original parts and diagnostic equipment. Dedicated Maserati service with trained technicians.
- Stellantis (Fiat, Abarth, Alfa Romeo, Lancia, Jeep, Opel, Peugeot)coreAuthorized dealer for multiple Stellantis brands including Fiat, Abarth, Alfa Romeo, Lancia, Jeep, Opel, and Peugeot. Dedicated Fiat Professional, Opel Commerciali, and Peugeot Professional for commercial vehicles.
- HyundaicoreAuthorized Hyundai dealer with sales and service at Vicenza location. Offers myHyundaiCare program for customer service and maintenance.
- MG Motor ItalycoreAuthorized MG dealer offering new MG4 EV and EV Urban electric vehicles. Full sales, service, and parts support for MG lineup including MG3, ZS models.
- ChanganminorAuthorized dealer for Changan brand including Deepal S05 and other models. Available at Venezia and other locations.
- Omoda & Jaecoo (Chery Group)minorAuthorized dealer for Omoda and Jaecoo brands. Jaecoo 8 preview launch available with Super Hybrid System (SHS-P) models up to 605 HP.
- FotonminorAuthorized Foton commercial vehicle dealer. Available at Bolzano, Padova, Venezia, and Vicenza locations.
- MazdaminorAuthorized Mazda dealer with sales at Bolzano location. Full range of Mazda vehicles available.
- DS AutomobilesminorAuthorized DS dealer at Bolzano and Vicenza locations. DS luxury brand of Stellantis group.
- LeapmotorminorAuthorized Leapmotor dealer at Vicenza and other locations. Electric vehicle brand available for sales and service.
- SportequipeminorAuthorized Sportequipe dealer at Bolzano, Belluno, Conegliano, and other locations. Sportequipe 6 GT, 7 GTW, and 8 models available.
- EMC (Electric Mobility China)minorAuthorized EMC dealer at Bolzano, Padova, Venezia, and Vicenza. Chinese electric vehicle brand available.
- ICH-XminorAuthorized ICH-X dealer at Belluno, Bolzano, and Conegliano locations.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
De Bona Motors competitors and assessment
Company assessmentBroad incumbents
- Pendragon plc: UK-based multi-brand automotive retailer with volume and premium franchises, used car operations, and aftersales — analogous franchise dealership model in European regulated markets with similar multi-brand positioning.
- AutoNation: Largest US multi-brand automotive retailer with new/used vehicle sales, financing, parts, and service operations — analogous multi-brand dealer business model at significantly larger scale.
- Penske Automotive Group: Global multi-brand automotive retailer with European operations including UK and select EU markets — comparable in franchise dealership model and premium/volume brand exposure, though operating at vastly larger scale.
- Inchcape plc: Global automotive distributor and retailer operating authorized dealer networks across multiple European and Asia-Pacific markets — comparable multi-brand retail/distribution model with broader geographic footprint.
Regional players
- Gruppo Farina (Torino): Northern Italian/Piedmont multi-brand dealer group serving nearby territory to De Bona's Veneto/Alto Adige footprint — comparable multi-brand dealership model with adjacent geography and overlapping brand mix.
Direct peers
- Barchetti (Gruppo Barchetti): Multi-brand Italian dealer network representing volume and premium brands across Northern Italy with integrated showrooms, service centers, and used car operations — directly comparable multi-brand dealership model.
- Intergea: Italian multi-brand automotive dealer group with a network of authorized dealerships across Northern and Central Italy, selling new and used vehicles and offering after-sales, financing, and fleet services — directly comparable in business model, geographic overlap, and brand mix to De Bona.
- Autotorino: One of Italy's largest multi-brand automotive dealer groups with locations concentrated in Northern Italy, offering new/used sales, after-sales, financing and corporate fleet solutions — direct peer in scale, territory, and product portfolio.
- Bonaldi Motori: Bergamo-based multi-brand dealer group carrying volume and premium brands with full after-sales and corporate fleet offerings — comparable Northern Italian multi-brand dealer with overlapping franchise mix.
- Gruppo F.lli Cozzi: Historic Northern Italian multi-brand dealer group with multiple showrooms, authorized service, and fleet offerings — comparable model and region to De Bona Motors.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
De Bona Motors social profiles
Digital presenceDe Bona Motors compliance and trust
Trust signalCompliance2 records
De Bona Motors financial estimates
Financial estimateRevenue estimate
Valuation estimate
De Bona Motors leadership team
Management profileNumber of profiles
De Bona Motors funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
De Bona Motors 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 De Bona Motors
What does De Bona Motors do?
De Bona Motors is a multi-brand automotive dealership group operating 10 physical locations across Northern Italy (Veneto and Trentino-Alto Adige). It sells new, KM0 (near-new), and certified pre-owned passenger vehicles from 20+ brands (including Abarth, Alfa Romeo, Fiat, Hyundai, Jeep, Lancia, Maserati, MG, Omoda, Peugeot, Volkswagen, and Škoda) as well as commercial vehicles from Fiat Professional, Opel Commerciali, Peugeot Professional, and Volkswagen Commerciali. The company also provides authorized maintenance and repair, body shop, original spare parts, financing/leasing, and fleet solutions.
Is De Bona Motors a public or private company?
De Bona Motors is a private company. It is classified as family owned and is currently operating.
When was De Bona Motors founded?
De Bona Motors was founded in 2004. It employs 101 to 250 people.
Where is De Bona Motors based?
De Bona Motors is headquartered in Belluno, Italy, in the Europe region.
How does De Bona Motors make money?
Five revenue lines are on record. Vehicle Sales are the primary driver. The others are after-Sales Service and Maintenance, parts and Accessories, body Shop Services and financing and Insurance Services.
Who are De Bona Motors's main competitors?
Broad incumbents on record are Pendragon plc, AutoNation, Penske Automotive Group and Inchcape plc. Gruppo Farina (Torino) is listed as a regional player. Direct peers are Barchetti (Gruppo Barchetti), Intergea, Autotorino, Bonaldi Motori and Gruppo F.lli Cozzi.
Does De Bona Motors have an API?
No public API is recorded for De Bona Motors.
What industry is De Bona Motors in?
De Bona Motors's product category is Automotive Retail Dealership. Its primary akta.pro industry code is IMACAAAJ, Passenger Vehicle Chassis, Suspension, Steering & Braking Manufacturing (ICE), with a secondary code of TLABAHAE, Specialty Vehicle Leasing/Rental (Refrigerated, Tanker, Flatbed, Utility/Service Bodies). Its NAICS code is 441227 and its SIC code is 7510.