Grupo Vardí
Grupo Vardí is a Bogotá-based automotive distribution group founded in 1960 that serves as the exclusive Colombian distributor for Chinese brands Deepal, Changan, Geely, and planned Avatr, selling electric and plug-in hybrid vehicles to retail consumers and SMBs through showrooms, dealer networks, and online channels.
- Company typePrivate
- Founded1960
- HeadquartersBogotá, Colombia
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
Grupo Vardí firmographics
Firmographics- Name
- Grupo Vardí
- Website
- https://vardi.com.co
- Company type
- Private
- Founded year
- 1960
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Grupo Vardí is a Bogotá-based automotive distribution group founded in 1960 that serves as the exclusive Colombian distributor for Chinese brands Deepal, Changan, Geely, and planned Avatr, selling electric and plug-in hybrid vehicles to retail consumers and SMBs through showrooms, dealer networks, and online channels.
- Ownership category
- akta.pro rank
Where Grupo Vardí is headquartered
LocationHeadquarters
- HQ city
- Bogotá
- HQ country
- Colombia
- HQ region
- Latin America
Offices1 record
Markets served
Grupo Vardí business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Vehicle Sales - Deepal Brand: Sales of Deepal electric and plug-in hybrid vehicles through Deepal Colombia subsidiary, including the Deepal S05 which is Colombia's top-selling plug-in hybrid.
- Vehicle Sales - Changan Brand: Distribution of Changan vehicles including the G318 SUV, with 300 units sold. Grupo Vardí ranks as the third-best-selling Chinese automotive brand in Colombia.
- Vehicle Sales - Geely Brand: Exclusive online sales of Geely electric vehicles in Colombia through the official website, including the EX5 Special Edition launch with 200 initial units.
- Upcoming - Avatr Ultra-Luxury Vehicles: Planned expansion to bring Avatr ultra-luxury electric vehicles to the Colombian market.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Geely EX5 Special Edition - First 200 Units |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels1 record
Grupo Vardí product offering
Product offeringCore offering
Grupo Vardí is a Colombian automotive distribution group that sells Chinese-brand vehicles through its wholly-owned subsidiary Deepal Colombia, exclusive online channels (Geely), and a traditional dealer network (Changan). Its active portfolio includes Deepal electric and plug-in hybrid vehicles (with the S05 being Colombia's top-selling plug-in hybrid), Changan SUVs including the G318, and Geely electric vehicles such as the EX5 Special Edition launched July 1, 2026, with planned expansion into Avatr ultra-luxury EVs.
Differentiator
Problem solved
Functional benefit
Products and services
- Deepal Electric and Plug-in Hybrid Vehicles (Deepal brand) Distribution and sale of Deepal-brand Chinese electric and plug-in hybrid vehicles in Colombia via the wholly-owned subsidiary Deepal Colombia, including the Deepal S05 plug-in hybrid which is Colombia's top-selling PHEV. Targeted at Colombian consumers seeking affordable sustainable vehicles, with 3,000 units sold to date.
- Changan G318 SUV Distribution and sale of the Changan G318 SUV in Colombia through Grupo Vardí's dealer network, achieving 300 units sold. Targeted at Colombian consumers in the mainstream Chinese-SUV segment through the group's established Changan distribution partnership.
- Geely EX5 Special Edition Electric SUV Online-exclusive retail of the Geely EX5 Special Edition electric SUV in Colombia via the Geely.com.co official website. Features a 215 HP electric motor with 410 km NEDC range, a 15.4-inch HD touchscreen, and 5-star Euro NCAP and ANCAP safety ratings. Sold in fixed-price direct-to-consumer transactions to Colombian consumers, with 200 units available at launch.
Quantifiable outcome
- 235.5% market growth in Colombia's EV sector in H1 2026
- +2 more outcomes
Companies that use Grupo Vardí
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Grupo Vardí technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Grupo Vardí partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship and core.
- Avatr TechnologyflagshipAvatr is a Chinese ultra-luxury electric vehicle brand. Grupo Vardí has announced plans to expand its portfolio by bringing Avatr ultra-luxury vehicles to the Colombian market, representing a planned flagship partnership for the premium segment.
- Changan AutomobilecoreChangan Automobile is a major Chinese automotive manufacturer. Grupo Vardí distributes Changan vehicles in Colombia, achieving 300 units of the G318 SUV. The partnership has been recognized with the Green Plan Contribution Gold Award, placing Grupo Vardí among Changan's top 6 markets worldwide for sustainable vehicle sales.
- Deepal (Changan Subsidiary Brand)coreDeepal is a Changan subsidiary brand focused on electric and plug-in hybrid vehicles. Grupo Vardí operates Deepal Colombia as its subsidiary, having sold 3,000 Deepal vehicles including the S05 which is Colombia's top-selling plug-in hybrid.
- Geely Automobile GroupcoreGeely is a major Chinese automotive conglomerate. Grupo Vardí distributes Geely vehicles in Colombia with exclusive online sales through the official website. The Geely EX5 Special Edition launched in July 2026 with 200 initial units at $92,990,000 COP each.
Scale indicators8 records
Grupo Vardí competitors and assessment
Company assessmentBroad incumbents
- Inchcape plc: London-listed global automotive distribution company distributing dozens of brands across emerging and developed markets. Compares to Grupo Vardí on the multi-brand distribution operating model, though Inchcape's scale and geographic breadth are far larger.
- Astara: Pan-European and Latin American automotive distribution and mobility group with a multi-brand portfolio. Similar operating model to Grupo Vardí but with a much wider European/LatAm footprint and broader portfolio.
Direct peers
- Derco Group: Latin American multi-brand automotive distribution group active in Peru, Chile, and Colombia, distributing multiple Asian brands including Changan and JAC. Directly comparable to Grupo Vardí given the overlapping Chinese-OEM distribution mandates and Latin American regional footprint.
- SKBergé: Multi-brand automotive distribution group operating in Chile, Peru, and Colombia with a portfolio spanning mainstream to premium. SKBergé runs a directly comparable multi-brand distribution model to Grupo Vardí in overlapping Latin American markets, including representation of certain Chinese OEMs.
- Gildemeister: Chilean automotive distribution group (now operating with Stellantis and other brands across Chile, Peru, Argentina). Compares to Grupo Vardí on multi-brand Latin American auto distribution including European and selected Asian brands.
- Colwagen: Colombian automotive distributor representing Volkswagen, Audi, Porsche, SEAT, and other brands. Directly comparable as a Colombia-based, multi-brand automotive distribution operation running a similar dealer-and-showroom model.
- Emiliani / Autogermana: Colombian automotive distribution group best known as the BMW/MINI distributor (Autogermana). Comparable to Grupo Vardí as a Colombia-based, multi-brand auto distribution group with established dealer infrastructure.
- Motorysa: Colombian Toyota distributor and one of the country's leading automotive groups. Direct peer as a large Colombian multi-brand/principal auto distribution operation competing for showroom traffic and Chinese-brand positioning.
Emerging players
- BYD Colombia distributors: Local distribution counterparties for BYD vehicles in Colombia, a Chinese OEM that is the most direct competitive threat in the EV category Grupo Vardí serves. Closely comparable in product category and Colombian geography but at an earlier stage of establishing distribution scale.
Regional players
- Marubeni Corporation (Automotive Division): Japanese sogo shosha with a global automotive distribution arm active across multiple continents. Compares to Grupo Vardí on multi-brand automotive distribution, though Marubeni's automotive operations are not concentrated in Colombia.
Market position
Customer concentration
Grupo Vardí social profiles
Digital presenceGrupo Vardí financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grupo Vardí leadership team
Management profileNumber of profiles
Grupo Vardí subsidiaries and ownership
Company hierarchySubsidiaries1 record
Grupo Vardí funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grupo Vardí 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 Vardí
What does Grupo Vardí do?
Grupo Vardí is a Colombian automotive distribution group that sells Chinese-brand vehicles through its wholly-owned subsidiary Deepal Colombia, exclusive online channels (Geely), and a traditional dealer network (Changan). Its active portfolio includes Deepal electric and plug-in hybrid vehicles (with the S05 being Colombia's top-selling plug-in hybrid), Changan SUVs including the G318, and Geely electric vehicles such as the EX5 Special Edition launched July 1, 2026, with planned expansion into Avatr ultra-luxury EVs.
Is Grupo Vardí a public or private company?
Grupo Vardí is a private company. It is classified as unknown and is currently operating.
When was Grupo Vardí founded?
Grupo Vardí was founded in 1960. It employs 1,001 to 5,000 people.
Where is Grupo Vardí based?
Grupo Vardí is headquartered in Bogotá, Colombia, in the Latin America region.
How does Grupo Vardí make money?
Four revenue lines are on record. Vehicle Sales - Deepal Brand is the primary driver. The others are vehicle Sales - Changan Brand, vehicle Sales - Geely Brand and upcoming - Avatr Ultra-Luxury Vehicles.
Who are Grupo Vardí's main competitors?
Broad incumbents on record are Inchcape plc and Astara. Direct peers are Derco Group, SKBergé, Gildemeister, Colwagen, Emiliani / Autogermana and Motorysa. BYD Colombia distributors is listed as an emerging player. Marubeni Corporation (Automotive Division) is listed as a regional player.
Does Grupo Vardí have an API?
No public API is recorded for Grupo Vardí.