ATL Automotive Group

What ATL Automotive Group does

ATL Automotive Group is Jamaica's largest automotive dealership and a wholly-owned subsidiary of The ATL Group, a privately-held Jamaican conglomerate led by CEO and Executive Chairman Adam Stewart. Founded in 1997 as the sole Honda distributor in Jamaica (operating under the original name ATL Motors), the company has grown over 28 years into a multi-brand automotive platform representing Honda, Audi, Volkswagen, Porsche, BMW/MINI, Kia, BYD, Foton, MG, Omoda, and Jaecoo. It operates eight physical locations across Kingston, Montego Bay, and Ocho Rios, plus a dedicated Enterprise Holdings car rental franchise (representing Enterprise, National, and Alamo brands) at four sites including Norman Manley International Airport and Sangster's International Airport. The company is also the regional master dealer for BMW/MINI, BYD, Foton, MG, and Omoda/Jaecoo across Jamaica and 16+ Caribbean countries.

The company's core operations span new vehicle sales, certified pre-owned sales (via the ATL Approved program with a 150-point inspection), aftersales service with factory-trained technicians, a 24,000 sq ft central parts warehouse, and ATL Bodyworks, the Caribbean's most advanced bodyshop facility opened in Montego Bay in 2021. Revenue is generated through one-time vehicle transactions (priced from ~$21,000 to ~$295,000 USD), recurring service and parts sales, paint protection partnerships (Car Gods UK), GAP insurance commissions (GK General Insurance), and a 3Plus loyalty program offering 10% off parts and labor for vehicles three years and older. Customer segments include individual consumers (primary), commercial/fleet buyers, government employees (via a duty concession program), and luxury vehicle buyers. The go-to-market is traditional field sales through brand-specific showrooms, complemented by direct-to-consumer digital marketing, the Jamaica Auto Show, and community events.

Beyond core retail, ATL's strategic positioning centers on regional Caribbean expansion as a master dealer for new energy vehicles (BYD), Chinese value brands (MG, Foton, Omoda, Jaecoo), and premium European brands (BMW/MINI). Recent 2025 activity includes the Kia Tasman pickup launch, Audi A6 Sportback e-tron debut, Porsche 911 Carrera GTS T-Hybrid launch, and the signing of Omoda & Jaecoo as regional master dealer covering 12 Caribbean markets. The Caribbean HUB subsidiary coordinates regional aftersales, technical training, and parts distribution across the company's 16+ territory footprint, representing a significant ecosystem buildout beyond Jamaica's domestic market.

Name

ATL Automotive Group

Legal name

ATL AUTOMOTIVE LIMITED

Website

https://atlautomotive.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

501–1,000 employees

Short description

ATL Automotive Group is Jamaica's largest automotive dealership, distributing 10+ vehicle brands (Honda, Audi, VW, Porsche, BMW, Kia, BYD, MG, Foton, Omoda & Jaecoo) across 8 domestic locations plus 16+ Caribbean countries as a regional master dealer, with integrated aftersales, parts, bodyshop, and car rental operations.

Ownership category

akta.pro rank

Product category

Automotive Retail Dealership

NAICS

Motor Vehicle and Parts Dealers (441), Automotive Parts and Accessories Retailers (441330), Used Car Dealers (441120), Automotive Parts and Accessories Retailers (44133)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Motor Vehicle Supplies & New Parts (5013), Services-Auto Rental & Leasing (No Drivers) (7510), Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

Automotive Parts, Tools & Accessories Marketplaces (CRAFABAJ)

akta.pro secondary industry

Accessories & appearance products distribution (interior/exterior accessories, detailing, car care) (CRAOANAI)

Keywords

• Automotive dealership
• Vehicle distribution
• Pre-owned vehicles
• Aftersales service
• Car rental services

Headquarters

HQ city

Kingston

HQ country

Jamaica

HQ region

Latin America

Offices15 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new vehicles from multiple brands including Kia, Volkswagen, Audi, Porsche, Honda, BMW, BYD, Foton, MG, and Omoda & Jaecoo. Revenue generated from vehicle transactions with prices ranging from approximately $21,000 to $295,000 USD.
2. Pre-Owned Vehicle Sales: Sales through ATL Approved Certified Pre-Owned program, offering inspected and verified pre-owned vehicles with 150-point inspection and documented service history.
3. Aftersales Service and Parts: Service maintenance, repairs, and genuine parts sales through dedicated service centers. Includes service packages, collision repair facility, and 24,000 sq ft parts warehouse.
4. Car Rental Operations: ATL Automotive Car Rental operates as Enterprise Holdings franchisee (Enterprise Rent-A-Car, National Car Rental, Alamo Rent-A-Car) with locations at airports and city offices. Revenue from short-term vehicle rentals.
5. Paint Protection and GAP Insurance: Value-added products including Car Gods paint protection and GK General Insurance GAP Insurance, offering protection against vehicle damage and loan shortfalls.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

ATL Automotive Group sells new vehicles across 11 international brands (Honda, Audi, Volkswagen, Porsche, Kia, BMW, BYD, Foton, MG, Omoda, Jaecoo) and certified pre-owned vehicles through brand-specific showrooms in Kingston, Montego Bay, and Ocho Rios, Jamaica. The company additionally provides aftersales service, genuine parts through a 24,000 sq ft warehouse, collision repair via ATL Bodyworks, car rental services as an Enterprise Holdings franchisee, and value-added products including paint protection and GAP insurance.

Product overview

ATL Automotive Group operates as Jamaica's premier automotive dealership offering new and pre-owned vehicles across multiple international brands. The company provides a comprehensive automotive ecosystem including new vehicle sales, certified pre-owned vehicles, after-sales service and parts, vehicle protection products (paint protection and GAP insurance), financing services, and car rental operations. The portfolio spans luxury brands (Audi, Porsche, BMW), mainstream brands (Honda, Volkswagen, Kia), and emerging electric vehicle brands (BYD), as well as commercial vehicles (Foton) and value brands (MG, Omoda, Jaecoo).

Differentiator

Problem solved

Functional benefit

Brands

• 3Plus: Post-warranty vehicle service programme offering 10% off parts and 10% off labour for vehicles three years old or older
• ATL Certified Pre-Owned
• Paint Protection by Car Gods
• GAP Insurance by GK Insurance

Products and services

• Honda New Vehicles Exclusive distribution of Honda vehicles in Jamaica since 1997, offering sales, service, parts, and collision repair facilities in Kingston and Montego Bay. Honda is the foundational brand of ATL Automotive Group.
• Audi New Vehicles Premium German car brand offering sales, service, and parts through dedicated Audi showrooms in Kingston and Montego Bay, with up to 5 years warranty available. Part of ATL Automotive since 2010.
• Volkswagen New Vehicles German automotive brand offering award-winning passenger cars, SUVs, and commercial vehicles, supported by German engineering. Sold via dedicated Volkswagen showrooms in Kingston and Montego Bay.
• Porsche New Vehicles (ATL Motorsports) Premium sports car and SUV brand available through ATL Motorsports, with Porsche Centre Kingston and Porsche Centre Montego Bay locations. Includes the 2025 Porsche 911 Carrera GTS featuring T-Hybrid technology, electric Taycan, and electric Macan.
• Kia New Vehicles (ATL Tiger Motors) South Korean global superbrand offering award-winning models including the EV5 and EV9 electric vehicles, with extensive dealership network across Jamaica and up to 5 years warranty. Added to portfolio in 2018 under subdivision ATL Tiger Motors.
• BYD New Vehicles (BYD Jamaica) World's #1 new energy vehicle brand by sales, offering electric and plug-in hybrid vehicles including the Seal, Song Plus DM-i, Yuan Pro, and E5. ATL is Jamaica's first all-electric car brand distributor and regional master dealer.
• Foton Commercial Vehicles (Foton Jamaica) Durable commercial and passenger vehicles including pickups (Tunland G7 and V9), light-duty commercial vehicles (Miler Flatbed Truck and Drybox), and passenger buses/panel vans (View C2). Serves commercial and fleet operators.
• MG New Vehicles (MG Jamaica) British automotive brand with century-long heritage offering sporty, high-performing, and affordable vehicles including the MG HS and MG ZS, with 7-year/150,000km warranty.
• ATL Autobahn (BMW & MINI Distribution) Dedicated division handling BMW and MINI distribution in Jamaica and serving as regional master dealer across multiple Caribbean territories. Includes ATL Autobahn West in Montego Bay.
• ATL Approved Pre-Owned Vehicles Certified pre-owned vehicle sales program with rigorous 150-point inspection and assured service history verification for the last two years, distinguishing ATL-serviced vehicles from other used cars in the market.
• ATL Automotive Car Rental Local franchisee for Enterprise Holdings representing the tri-brand under one umbrella: Enterprise Rent-A-Car, National Car Rental, and Alamo Rent-A-Car. Operates 4 locations in Kingston and Montego Bay including both major international airports.
• ATL Bodyworks Collision Repair The Caribbean's most advanced bodyshop facility with on-site parts hub located in Bogue, Montego Bay. Provides collision repair, bodywork, and paint services across all brands.
• Aftersales Service (Factory-Trained Technicians) State-of-the-art service facilities with factory-trained technicians and dedicated master technicians across all brands. Includes personalized CitNow video updates, routine maintenance, repairs, and warranty work in Kingston, Montego Bay, and Ocho Rios.
• Genuine Parts Supply Comprehensive parts facilities with a 24,000 sq ft central warehouse providing genuine manufacturer automotive parts with nationwide delivery across Jamaica.
• 3Plus Loyalty Maintenance Program Free membership program for vehicles 3 years and older offering 10% off parts and 10% off labor on every service visit. Includes personalized CitNow video service where technicians send customers videos showing exactly what work is being performed.
• Paint Protection (Car Gods Partnership) Invisible coating partnered with Car Gods UK using Polysilazone nano-polymers that chemically bond to vehicle paintwork, protecting against UV rays, road grime, acid rain, and bird droppings. Professionally applied by trained technicians with 3-year guarantee and aftercare kit.
• GAP Insurance (GK General Insurance Partnership) Guaranteed Asset Protection insurance covering the gap between a vehicle's loan balance and its market value in total loss scenarios (theft, accident, fire, or flood). Offered through GK General Insurance.
• Vehicle Concession Program (Public Sector) Duty concession program for qualified Jamaican public sector employees providing preferential duty-free vehicle allowances with up to 5 years warranty and service packages included.

Quantifiable outcome

• 150-point inspection for certified pre-owned vehicles ensuring quality assurance
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Enterprise HoldingscoreChannel Partner/ Reseller/ Distributor · 1 November 2016ATL Automotive Car Rental operates as the local franchisee for Enterprise Holdings, the largest rental car group. This is the first franchise in the world for a company to represent the tri-brand under one umbrella: Enterprise Rent-A-Car, National Car Rental, and Alamo Rent-A-Car. Operating out of 4 convenient locations in Kingston and Montego Bay including both airports.
• Car GodscoreStrategic or Co-development PartnerATL Automotive has partnered with Car Gods, the UK's premium vehicle detailing brand, to bring paintwork and interior protection products to Jamaica. Car Gods products use Polysilazone nano-polymers that chemically bond to vehicle paintwork. Applications are professionally applied by trained technicians and guaranteed for three years.
• GK General InsurancecoreOthersGK General Insurance offers ATL customers Guaranteed Asset Protection (GAP) Insurance through ATL Automotive. GAP Insurance covers the difference between a vehicle's market value and the remaining loan balance if the vehicle is declared a total loss due to theft, accident, fire, or flood. GK General Insurance can be contacted at (876) 926-5442.
• Doug 'Hollywood' GoreminorStrategic or Co-development PartnerIn 2011, ATL Automotive joined forces with Jamaica's most preeminent racing car driver Doug 'Hollywood' Gore to create the ATL Automotive Racing Team. The team entered the 2011 season using an official Audi Sport TT DTM spec race car and broke the Dover track record.
• New Dawn Learning CentreminorOthersATL Automotive Group supports the New Dawn Learning Centre through its Adopt-A-School Programme. This year-long initiative provides major infrastructural improvements and beautification efforts for the early childhood institution based in Kingston.

Scale indicators9 records

Recent moves21 records

Expansion highlights6 records

Direct peers

• Pendragon plc (now Lithia UK): Pendragon was a UK-listed multi-brand dealer group (now part of Lithia) operating premium franchises (Aston Martin, BMW, Mercedes, Porsche) and a large used car platform. Comparable to ATL in the heavy concentration of premium European brands and the certified pre-owned retail concept.
• ANSA McAL Automotive: ANSA McAL is a diversified Caribbean conglomerate with an automotive division that distributes vehicles across multiple Caribbean territories. Comparable to ATL in multi-brand distribution, regional scope, and being part of a diversified Caribbean group, making it a strong regional peer for cross-Caribbean benchmarking.
• Massy Motors (Massy Holdings): Massy Motors is the automotive distribution and dealership arm of Massy Holdings, a major Caribbean conglomerate. It is the most direct comparable to ATL: multi-brand distributor, regional Caribbean footprint, similar mix of luxury and mainstream brands, and similar aftersales and parts infrastructure. Both operate as the regional distribution anchor for major global OEMs across the Caribbean.

Broad incumbents

• Asbury Automotive Group: Asbury is a US multi-brand dealer group with 150+ locations across 15 brands, with a notable focus on premium and import brands and growing F&I and total care auto products. Comparable to ATL in the multi-brand import mix and the emphasis on service and parts as recurring revenue.
• Sonic Automotive: Sonic Automotive is a US multi-brand dealer group with a strong luxury and import franchise mix (BMW, Mercedes, Lexus) and a sizable EchoPark pre-owned business. Comparable to ATL in luxury brand emphasis and the certified pre-owned vehicle program, though operating exclusively in the US.
• AutoNation: AutoNation is the largest US automotive retailer, operating 200+ dealerships across 15 brands with significant F&I, parts, and service operations. Comparable to ATL in multi-brand model, scale of aftersales infrastructure, and customer segmentation across price points, though operating in a vastly larger and more competitive market.
• Lithia Motors (Lithia & Driveway): Lithia is the largest US auto retailer by revenue, operating 300+ stores in the US, UK, and Canada with a focus on M&A-driven multi-brand consolidation. Comparable to ATL in growth-by-acquisition and master dealer model, and in the breadth of brands and price points served.
• Group 1 Automotive: Group 1 Automotive operates ~200 dealerships in the US and UK, distributing 30+ brands with a strong mix of luxury and import brands (BMW, Mercedes, Toyota). Comparable to ATL in the import and luxury brand mix, parts and service emphasis, and the mix of new and used vehicle revenue.
• Inchcape plc: Inchcape is a London-listed global automotive distributor operating in 40+ markets, often as the master or exclusive distributor for premium brands in emerging markets. Highly comparable to ATL's master dealer distribution model across the Caribbean, with similar brand portfolio focus and aftersales integration.

Others

• Cox Automotive: Cox Automotive is the largest provider of services to the automotive dealer ecosystem, including Manheim auctions, Dealertrack, and Autotrader. While not a direct dealer competitor, Cox is comparable to ATL in the scale of automotive services and parts infrastructure and in serving the broader Caribbean and Americas auto market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/atlautomotive
• Facebookfacebook.com/ATLAutomotiveLtd
• LinkedInlinkedin.com/company/atl-automotive-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries7 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 ATL Automotive Group