What AUTO SOFT does

AUTO SOFT (legal entity: Tires And Parts S.R.L.) is a privately held Romanian tire and wheel retailer and automotive service provider, founded in 1999 and headquartered in Bucharest. The company operates a hybrid online-and-offline model: an e-commerce storefront at auto-soft.ro sells tires, alloy and steel wheels, TPMS sensors, and accessories with nationwide 24-hour courier delivery across Romania, while five physical service points distributed across Bucharest (Fundeni, Dudesti, Baneasa, Militari, Titan) plus a mobile vulcanization unit deliver installation, 3D wheel alignment, balancing, electrostatic wheel painting, tire diagnostics, AC sanitization using ozone (Ozonator MX4000), and other mechanical services. The product catalog covers major international tire brands (Michelin, Pirelli, Bridgestone, Continental, Hankook, Dunlop, Goodyear) and wheel brands (Borbet, Ronal, MAK, Tomason, Speedline, REDS BY MOMO, RC DESIGN), including TÜV/KBA/ECE/ABE certified wheels and a specialized Centerlock mounting service for luxury and exotic vehicles. The firm is authorized as a distributor for these manufacturers and sells through both B2C direct channels (website, call center, phone ordering) and B2C service delivery at its physical locations.

The business model combines low-margin commodity retail of tires and wheels with higher-margin professional services and a recurring tire-hotel storage subscription. Pricing is publicly disclosed in Romanian LEI, ranging from approximately 199 LEI for budget tires to over 2,500 LEI for premium alloy wheels, with service pricing on a separate tariff page. The company accepts card payments, cash on delivery, and interest-free installments through partnerships with six Romanian banks (Credit Europe Bank, Alpha Bank, BRD, Banca Transilvania, Garanti Bank, Nexent Bank Card Avantaj). Marketing is conducted through SEO, content (blog), four social media platforms (Facebook, Instagram, TikTok, YouTube), email newsletters, and the Compari.ro price-comparison marketplace. Capital structure is conservatively levered with stated capital social of 200,000 LEI; there is no disclosed institutional ownership, venture backing, or M&A history.

Name

AUTO SOFT

Legal name

Tires And Parts S.R.L.

Website

https://auto-soft.ro

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

251–500 employees

Short description

AUTO SOFT (Tires And Parts S.R.L.) is a Bucharest-based, privately held Romanian tire and wheel retailer founded in 1999, operating an e-commerce platform with nationwide 24-hour delivery, five physical service locations across Bucharest, and a mobile vulcanization unit serving individual car owners and fleet customers.

Ownership category

akta.pro rank

Product category

Tire and Wheel Retail with Automotive Service

NAICS

Tire Dealers (441340), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Retail-Auto & Home Supply Stores (5531)

akta.pro primary industry

Retail Tire Sales & Installation (Consumer) (TLAKADAA)

akta.pro secondary industry

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)

Keywords

• Tire retail sales
• Wheel rim sales
• Auto repair services
• Vehicle maintenance services
• Tire storage services

Headquarters

HQ city

Bucharest

HQ country

Romania

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tire sales: Retail sale of tires (summer, winter, all-season) from major brands including Michelin, Pirelli, Bridgestone, Continental, Hankook, and budget brands. Products sold online with delivery across Romania.
2. Wheel/rim sales: Retail sale of alloy and steel wheels from brands including Borbet, Ronal, MAK, Tomason, Speedline, REDS BY MOMO, RC DESIGN. Available in sizes 14-20 inches.
3. Auto service labor: Various auto services including wheel mounting/dismounting, balancing, alignment (3D), nitrogen filling, tire diagnostics, AC services, oil changes, and mobile vulcanization. Services performed at 5 physical service locations plus mobile service.
4. Tire hotel/storage: Seasonal tire storage service allowing customers to store off-season tires at AUTO SOFT locations
5. Wheel refinishing: Professional wheel reconditioning and painting service using electrostatic coating method with custom colors available
6. Accessories and auto parts: Sale of tire accessories (tire bags), TPMS pressure sensors (HUF, Tesla brands), and auto parts. Parts orders placed by calling service center.
7. Installment payments: Financing through card installments (up to 5 rate installments without interest online, up to 4 rate installments with Card Avantaj at service locations)

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

AUTO SOFT retails automotive tires and alloy/steel wheels from major international brands via its e-commerce platform and five Bucharest service points, with nationwide 24-hour delivery across Romania. The company complements product sales with professional auto services including 3D wheel alignment, tire mounting and balancing, electrostatic wheel painting, mobile vulcanization, ozone-based AC sanitization, and seasonal tire storage (tire hotel) for individual car owners and small fleet operators.

Product overview

AUTO SOFT is an online retail and service company specializing in automotive tires (anvelope), wheels/rims (jante), and related auto services in Romania. The company operates as both an e-commerce platform and a service center network with five locations in Bucharest. The core product offering consists of tires (summer, winter, all-season) and wheels (alloy and steel) from multiple international brands, complemented by comprehensive auto services including wheel alignment, tire storage, wheel painting, mobile tire service, auto mechanics, and AC services. Additional offerings include auto accessories (TPMS sensors, tire bags) and auto parts ordering.

Differentiator

Problem solved

Functional benefit

Products and services

• Anvelope (Tires) Automotive tires sold in summer, winter, and all-season variants from brands including Bridgestone, Continental, Hankook, Michelin, Pirelli, Dunlop, Goodyear, and other manufacturers; sold online with nationwide delivery across Romania and available at service points in Bucharest.
• Jante (Wheels/Rims) Alloy and steel wheels/rims in sizes 15-20 inches from brands including Borbet, Anzio, MAK, GMP, Dezent, Ronal, Tomason, Speedline, and RC DESIGN; TÜV/KBA/ECE/ABE certified and sold online with nationwide delivery across Romania.
• Geometrie Roti 3D (3D Wheel Alignment) Professional 3D wheel alignment service performed at AUTO SOFT service points for precise wheel positioning, vehicle safety, and tire longevity.
• Hotel Anvelope (Tire Storage) Seasonal tire storage service at AUTO SOFT service locations, allowing customers to store off-season tires between summer and winter changes; billed on a recurring subscription basis.
• Vopsire Jante (Wheel Painting and Refinishing) Professional wheel reconditioning and painting using electrostatic coating method, with custom colors, 24-48 hour turnaround, and a 2-year warranty.
• Vulcanizare Mobila (Mobile Tire Service) Mobile tire fitting, repair, and replacement services that travel to the customer's location across the Bucharest area.
• Mecanica Auto (Auto Mechanics) General auto mechanic services for vehicle maintenance and repairs performed at AUTO SOFT service locations in Bucharest.
• Incarcare cu Freon (AC Refrigerant Charging) Air conditioning refrigerant charging service for vehicle AC systems at AUTO SOFT service points.
• Igienizare Sistem AC (AC System Sanitization) Vehicle AC system cleaning and sanitization using ozone technology (Ozonator MX4000) to eliminate bacteria, viruses, odors, and contaminants; reported as 3,000 times more powerful than chlorine.
• Accesorii Auto (Auto Accessories) Auto accessories sold online and through service locations, including tire storage bags, TPMS pressure sensors (HUF and TESLA brands), and other vehicle accessories.
• Piese Auto (Auto Parts Ordering) Auto parts ordering service for various car makes and models; orders are placed by calling the AUTO SOFT Titan service center.
• Serviciu Centerlock (Centerlock Mounting System Service) Specialized mounting service for luxury vehicles with Centerlock single-nut wheel mounting systems (Porsche, Ferrari, Lamborghini, Koenigsegg), using torque wrenches to ensure proper installation without wheel damage.
• Spalat Roti cu Ultrasunete (Ultrasonic Wheel Cleaning) Deep cleaning service for wheels using ultrasonic technology at AUTO SOFT service locations.

Quantifiable outcome

• Delivery of tires and wheels within 24 hours anywhere in Romania
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Tire brands (Michelin, Pirelli, Bridgestone, Continental, Hankook, etc.)coreChannel Partner/ Reseller/ DistributorAUTO SOFT is an authorized retailer of major tire manufacturers including Michelin, Pirelli, Bridgestone, Continental, Dunlop, Goodyear, Hankook, Kumho, Michelin, Nexen, Nokian, Toyo, Yokohama, and budget brands. The company sells their products through its e-commerce platform and service locations.
• Wheel brands (Borbet, Ronal, MAK, Tomason, etc.)coreChannel Partner/ Reseller/ DistributorAUTO SOFT distributes wheels from premium and mid-market brands including Borbet, Ronal, MAK, GMP, Dezent, AEZ, Alutec, Anzio, ATS, Carmani, Enzo, MSW, TOMASON (German brand), Speedline (Italian brand), REDS BY MOMO, RC DESIGN. Wheels include TÜV/KBA/ECE/ABE certifications.
• Credit Europe BankminorGTM or Marketing PartnerPartner for online installment payment processing. Customers can purchase tires and wheels online using Credit Europe Bank credit cards with up to 5 interest-free installments.
• Alpha BankminorGTM or Marketing PartnerPartner for online installment payment processing. Customers can purchase tires and wheels online using Alpha Bank credit cards with installment options.
• BRDminorGTM or Marketing PartnerPartner for online installment payment processing. BRD credit card holders can pay for purchases in installments.
• Banca TransilvaniaminorGTM or Marketing PartnerPartner for online installment payment processing. Banca Transilvania credit card holders can access installment payment options.
• Garanti BankminorGTM or Marketing PartnerPartner for online installment payment processing. Garanti Bank customers can use installment payment options.
• Nexent Bank (Card Avantaj)minorGTM or Marketing PartnerPartner for in-store installment payments. Card Avantaj holders can pay for products and services at AUTO SOFT service locations in 1-4 interest-free installments.
• Compari.rominorGTM or Marketing PartnerRomanian price comparison platform where AUTO SOFT is listed to drive customer acquisition through comparison shopping.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cauciucuri Direct: Romanian online tire retailer with multi-brand catalog and home delivery. Comparable to AUTO SOFT's online tire sales motion and target customer base in Romania.
• Anvelope-Auto.ro: One of Romania's largest online tire retailers offering home delivery, mounting partnerships, and a wide range of brands. Directly comparable D2C tire-selling business model in the same Romanian market as AUTO SOFT.
• Vroom.ro: Romanian online platform for new and used vehicle sales with adjacent automotive services. Comparable to AUTO SOFT as a Romanian digital automotive retail platform targeting individual consumers.
• Mister-Auto.ro: Romanian online auto parts retailer (part of the larger Mister Auto European network) selling tires, wheels, and accessories. Directly comparable as an online Romanian tire/wheel retailer serving the same consumer segments.

Broad incumbents

• Autodoc: Europe's leading online retailer for auto parts and accessories, including tires. Comparable as a large-scale e-commerce automotive retailer operating across Romania with broader product breadth than AUTO SOFT.
• PieseAuto.ro: Major Romanian auto parts and accessories retailer with online ordering and physical locations. Comparable as a multi-channel Romanian auto parts/tires retailer with broader catalog than AUTO SOFT.
• POINT S: Global tire and auto-service franchise cooperative with Romanian presence. Comparable as a multi-brand tire retail and service network; competes with AUTO SOFT for the same consumer tire-change and wheel service demand.
• First Stop: European tire and service chain with Romanian locations under Bridgestone ownership. Comparable as a multi-location tire retail/service chain targeting similar customers.
• Euromaster: European tire and auto-service franchise network operating in Romania. Comparable as a multi-location tire and service chain; serves the same end-customer use cases (tire sales, mounting, alignment) at greater scale.

Emerging players

• Tireful (Anvelope): Romanian online tire comparison and retail platform. Comparable as a digital-first tire marketplace in Romania competing for the same online tire-buyer audience as AUTO SOFT's e-commerce channel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/autosoftservice
• Facebookfacebook.com/autosoftservice
• Instagraminstagram.com/autosoftservice
• TikToktiktok.com/@autosoftservice
• Xx.com/auto_soft_ro
• LinkedInlinkedin.com/company/auto-soft-service-roti

Revenue estimate

Valuation estimate

Number of profiles

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 AUTO SOFT