Rossi

What Rossi does

Rossi S.r.l. Società Unipersonale is a privately held Italian multi-brand automotive dealership and service company headquartered in Perugia and operating across Umbria, Lazio, and Toscana. Founded in 1985 and family-led (with Silvio Pascolini as President and Chiara Pascolini as CEO/CFO), the company holds authorized dealer franchises for Mercedes-Benz, Smart, and BYD, supported by an AMG Performance Center designation and Mercedes-Benz Certified Pre-Owned program enrollment. Its core offering spans new vehicle sales, KM0 (near-new) and certified used vehicles, factory warranty and paid maintenance, genuine parts via Mercedes-Benz WebParts, and commercial vans and trucks (Citan, Vito, Sprinter, eActros).

The business model combines transactional vehicle sales with recurring after-sales revenue: the latter covers workshop services, genuine parts, financing and leasing through Mercedes-Benz Financial Services Italia (including myDrivePass and Wallbox-bundled offers), and integrated insurance products (feel Star, feel Care, feel Life) distributed under Rossi's RUI registration. Distribution is omnichannel, anchored by 10+ physical showroom and service locations, supplemented by website search (including an AI-powered "Cerca con l'AI" tool), WhatsApp Business, and direct phone support. Go-to-market emphasizes authorized-dealer trust, multi-powertrain coverage (ICE, plug-in hybrid, full electric across EQ and BYD), and territorial exclusivity in central Italy.

Rossi has actively expanded its physical footprint and brand portfolio between 2025 and 2026, including a new San Sisto headquarters, dedicated BYD showrooms in Perugia and Viterbo, and participation as a launch site for Mercedes-Benz Italia's new Classe E. The company also invests in brand-building activities, including the Antonelli Motorsport Italian GT Championship partnership and sponsorships of Umbria Jazz 2026 and other regional events. Revenue figures are not publicly disclosed; based on headcount (51–100), three-region coverage, and vehicle price points (€45K–€159K), revenue is estimated in the $50M–$100M band.

Name

Rossi

Legal name

Rossi S.r.l. Società Unipersonale

Website

https://rossispa.it

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

51–100 employees

Short description

Rossi S.r.l. is a family-owned Italian authorized dealer for Mercedes-Benz, Smart, and BYD operating across Umbria, Lazio, and Toscana. It sells new, KM0, and used vehicles, runs an AMG Performance Center, and provides financing, insurance, and after-sales services through 10+ showroom and service locations.

Ownership category

akta.pro rank

Product category

Automotive Dealership

NAICS

Automobile Dealers (4411), New Car Dealers (441110), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD)

Keywords

• Automotive dealership services
• New vehicle sales
• Authorized service center
• Electric vehicle retail
• Commercial vehicle sales

Headquarters

HQ city

Perugia

HQ country

Italy

HQ region

Europe

Offices11 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new, KM0 (near-new), and used vehicles across Mercedes-Benz, Smart, and BYD brands. Revenue generated from vehicle transactions with various financing options available through Mercedes-Benz Financial Services.
2. After-Sales Services: Workshop/maintenance services, genuine parts sales (Ricambi Originali Mercedes-Benz), and repairs through authorized service centers for cars and commercial vehicles
3. Insurance Services: Insurance products (feel Star, feel Care, feel Life) integrated with vehicle financing, with costs added to monthly payments

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Rossi S.r.l. is an authorized multi-brand automotive dealership for Mercedes-Benz, Smart, and BYD operating across Umbria, Lazio, and Toscana in Italy. The company sells new, KM0 (near-new), and certified pre-owned passenger and commercial vehicles, provides authorized maintenance and repair services, distributes genuine Mercedes-Benz parts through WebParts, and bundles financing and insurance products (feel Star/feel Care/feel Life) through Mercedes-Benz Financial Services. It also operates dedicated BYD showrooms, an AMG Performance Center, and a parts distribution hub (Cifa Centro) supporting 10+ locations.

Product overview

Rossi Srl is an authorized dealer for Mercedes-Benz, Smart, and BYD vehicles operating in Umbria, Lazio, and Tuscany regions of Italy. The company offers a comprehensive automotive portfolio including new Mercedes-Benz passenger vehicles (sedans, SUVs, coupés), the full EQ electric vehicle lineup (EQA, EQB, EQE, EQS, G 580 with EQ Technology), plug-in hybrids, AMG performance vehicles, commercial vans (Citan, Vito, Sprinter) and trucks, plus BYD electric vehicles through dedicated showrooms. Supporting the vehicle sales business, Rossi provides authorized maintenance and repair services, genuine parts through Mercedes-Benz WebParts, insurance products (feel Star), and financing options through Mercedes-Benz Financial Services. The company also operates an AMG Performance Center and sponsors motorsport activities through Rossi Motorsport.

Differentiator

Problem solved

Functional benefit

Products and services

• Mercedes-Benz New Vehicles Authorized sales of new Mercedes-Benz passenger vehicles (sedans, SUVs, coupés, wagons) for individual and family buyers in Umbria, Lazio, and Toscana. Includes ICE, plug-in hybrid, and EQ electric variants with available financing and insurance bundling.
• Mercedes-Benz EQ Electric Vehicles Fully electric Mercedes-Benz lineup (EQA, EQB, EQE, EQS, EQS SUV, G 580 with EQ Technology) with WLTP consumption of 14.4-23.0 kWh/100km and zero local emissions, including eligible financing with bundled Wallbox.
• Mercedes-Benz Plug-in Hybrid Vehicles Mercedes-Benz plug-in hybrid passenger vehicles combining an electric motor (approximately 100km electric range) with an internal combustion engine for extended flexibility and brake energy recovery.
• Mercedes-AMG Performance Vehicles Authorized sale of Mercedes-AMG high-performance models (e.g., GLA 35 4MATIC) through Rossi's AMG Performance Center for performance-oriented buyers and motorsport enthusiasts.
• Mercedes-Benz Commercial Vans (Citan, Vito, Sprinter) Mercedes-Benz light commercial vans (Citan, Vito, Sprinter) available in ready-to-deliver stock with comprehensive service support for fleet operations.
• Mercedes-Benz Trucks (Actros and eActros) Mercedes-Benz heavy-duty trucks including the electric eActros 600 (Sustainable Truck of the Year 2026) and the long-running Actros line, sold to logistics and industrial customers.
• BYD Electric Vehicles BYD electric and plug-in hybrid vehicles (e.g., BYD DOLPHIN G DM-i) sold and serviced at dedicated Rossi BYD showrooms in Perugia and Viterbo.
• Mercedes-Benz Certified Pre-Owned Vehicles Certified pre-owned Mercedes-Benz vehicles backed by a 12-promise program covering efficiency, safety, and quality, with comprehensive inspection and warranty support.
• Rossi BYD Showrooms Dedicated BYD sales and service locations in Perugia (Via Piccolpasso 119/121) and Viterbo (S.S. Cassia Nord Km 86,500) for the BYD electric and plug-in hybrid range.
• Genuine Mercedes-Benz Parts Original Mercedes-Benz replacement parts, remanufactured parts, engine oils, and car care products ordered through Mercedes-Benz WebParts and distributed via the Cifa Centro hub in Umbertide.
• Vehicle Maintenance and Repair Services (Passenger Cars) Authorized workshop services for Mercedes-Benz and Smart passenger vehicles including routine maintenance, repairs, and electronic diagnostics using Mercedes-Benz certified equipment, bookable through Mercedes-Benz Online Appointment Booking.
• Van and Truck Service Dedicated maintenance and repair services for Mercedes-Benz commercial vehicles including Citan, Vito, and Sprinter vans and Actros trucks, with a separate online booking flow.
• Mercedes-Benz Financial Services (Financing and Leasing) Vehicle financing and leasing options (e.g., TAN 1.90%, TAEG 2.32-2.41%, myDrivePass with bundled Wallbox) provided through Mercedes-Benz Financial Services Italia S.p.A. and integrated with vehicle sales.
• feel Star Insurance Products Comprehensive vehicle insurance products including feel Star Base (fire/theft) and feel Star Premium (weather, vandalism, glass, comprehensive) up to €250,000 vehicle value, with costs integrated into monthly financing or leasing payments.

Quantifiable outcome

• Mercedes-Benz Certified program with 12 promises for used vehicles
• +1 more outcomes

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability4 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core, strategic and minor.

• Mercedes-BenzcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Mercedes-Benz passenger cars, vans, and trucks in Umbria, Lazio, and Toscana. Provides new vehicle sales, after-sales service, and parts. Operates AMG Performance Center for high-performance vehicles.
• SmartcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Smart vehicles in the dealership territory
• BYDcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for BYD electric vehicles in Umbria, Lazio, and Toscana. Dedicated BYD showrooms established in Perugia and Viterbo locations.
• Mercedes-Benz Financial Services Italia S.p.A.strategicGTM or Marketing PartnerProvides financing and leasing options (TAN 1.90% examples) and insurance products (feel Star, feel Care, feel Life) integrated with vehicle sales. Mercedes-Benz Financial Services acts as insurance intermediary registered with IVASS.
• Genertel S.p.A.strategicGTM or Marketing PartnerInsurance provider for feel Star vehicle insurance products offered through Mercedes-Benz Financial Services network
• Antonelli MotorsportcoreStrategic or Co-development PartnerROSSIMOTORSPORT partnered with Antonelli Motorsport for Campionato Italiano Gran Turismo Endurance & GT Sprint. The 14 AMG Performance Center Italiani including Rossi are partners of Scuderia Antonelli Motorsport in the 2026 Italian GT Championship.
• Umbria JazzminorGTM or Marketing PartnerSponsor and Official Car & Van provider for Umbria Jazz 2026 music festival
• I Primi d'ItaliaminorGTM or Marketing PartnerSponsor and Official Car for the I Primi d'Italia event
• Rotary Club Perugia-TrasimenominorGTM or Marketing PartnerPartnership supporting road safety education project in local schools

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Penske Automotive Group: Public, multi-brand premium and luxury automotive retailer with significant European presence. Comparable for premium franchise mix (Mercedes-Benz among them), diversified F&I/after-sales revenue, and the same OEM-dealer economic dynamics Rossi operates under.
• BYD Auto: Chinese EV manufacturer that has appointed Rossi as an authorized dealer in central Italy. Comparable as the supplier whose brand and model lineup Rossi distributes, and as a benchmark for how Chinese OEMs are reshaping the Italian dealer landscape.
• Hedin Mobility Group: Large European multi-brand automotive retailer and distributor. Comparable as a scaled European dealer group with premium and EV brand portfolios, providing a benchmark for how a regional dealer like Rossi could scale and diversify across brands.
• Inchcape PLC: Global automotive distributor and retailer. Comparable as a multi-brand, multi-territory automotive retail group whose distribution, after-sales, and brand-partner economics are similar in shape to Rossi's dealer model, though at much larger scale.
• Mercedes-Benz Italia: The Italian arm of Mercedes-Benz AG, the OEM whose franchise Rossi holds. Comparable because Mercedes-Benz Italia defines the dealer network economics, product allocations, and service standards that drive Rossi's revenue and after-sales model.
• Emil Frey Group: Major European automotive retail and distribution group with extensive premium-brand franchises. Comparable to Rossi for the same OEM-dealer economics, multi-brand premium positioning, and growing EV portfolio dynamics.

Direct peers

• Fimauto S.p.A. Authorized Mercedes-Benz dealer group in Italy operating showrooms and authorized service centers. Closely comparable to Rossi on franchise type, customer segment (premium German), and full-service dealership operating model.
• Gruppo Eurocar Italia: Italian authorized dealer group representing premium brands (including Mercedes-Benz) across multiple regions. Closest direct functional peer to Rossi: same OEM franchise mix, multi-location Italian footprint, sales-plus-service-plus-parts model.
• Cecchin S.p.A. Italian multi-brand automotive dealer group with authorized franchises including premium OEMs. Comparable to Rossi as a regional Italian authorized dealer operating sales, after-sales, and parts under similar OEM contractual frameworks.

Others

• AsConAuto: Italian consortium for the distribution of original spare parts. Comparable to Rossi as an adjacent ecosystem participant in the Italian authorized aftermarket parts value chain, since Rossi operates a Cifa Centro parts distribution node within this network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/RossiMercedes_
• Facebookfacebook.com/MercedesBenzRossi
• LinkedInlinkedin.com/company/rossi-srl

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Rossi