Movento

What Movento does

Movento is the consumer-facing brand of MARFINA, S.L., a Spanish private limited company headquartered in Sabadell, Barcelona, and part of the Moventia Group. The company operates 109 official dealerships and 111 official workshops across Catalunya, Madrid, and the Balearic Islands, representing 22 automotive brands spanning European mass-market (Volkswagen Group, Renault Group, Hyundai), premium (Mercedes-Benz, Audi, Jaguar, Land Rover), and Chinese EV entrants (BYD, Xpeng, Zeekr, MG, Geely, Dongfeng). Its product portfolio covers new vehicles, used/Km-0/gerencia vehicles, electric and hybrid models, motorcycles (Honda), and commercial vans, with value-added services including financing, renting, subscription, accessories, and aftersales.

The business is built on a hybrid online-offline distribution model. The movento.es platform aggregates inventory across all brands with search by brand, model, fuel type, and monthly payment, and supports online financing applications, vehicle reservation (€500 deposit), home delivery, and video-conference vehicle viewing. The technology stack is a Symfony PHP web platform instrumented with Google Analytics, Hotjar, and Facebook Pixel for customer journey tracking; financial workflows are integrated with CaixaBank Consumer Finance for cars and Sofinco (Crédit Agricole Consumer Finance Spain) for motorcycles, using BankReady for digital identity verification. Distribution is anchored by physical dealer and workshop locations, each operating as a specialized subsidiary (Movento Sarsa for VW/Audi/SEAT/Škoda, Stern Motor for Mercedes-Benz/Smart, Movento Auser for Renault/Dacia, Movento Motorprim for Hyundai, Auto Pla Vic 4x4 for Land Rover/Jaguar, Movento Akaimoto for Honda Motorcycles). Multi-brand workshop capability serves vehicles of any brand or age, with maintenance contracts and online appointment booking extending the revenue cycle beyond the initial sale.

Revenue is generated through one-time vehicle sales (new, used, Km-0, gerencia), recurring workshop and maintenance contracts, subscription-based renting (from €130/month, 36-month minimum), financing transaction fees via partner banks, accessories, and trade-in/valuation services. Customer segments span individual consumers and families (primary), business fleets and self-employed professionals (primary), and eco-conscious/green-mobility buyers seeking access to Plan MOVES III subsidies (secondary). The group holds ISO 9001 and ISO 14001 certifications across its dealer network and ranks as a leading private mobility group in Spain for both passenger and industrial vehicles.

Name

Movento

Legal name

MARFINA, S.L.

Website

https://movento.es

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Movento is a Spanish multi-brand automotive dealership group operating 109 dealerships and 111 workshops across Catalunya, Madrid, and the Balearic Islands, representing 22 vehicle brands. It serves individual consumers, families, and business fleets with new and used vehicle sales, financing, renting, subscription, and aftersales services.

Ownership category

akta.pro rank

Headquarters

HQ city

Augusta

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. New Vehicle Sales: Sales of new vehicles from 22 represented brands (Audi, Cupra, Dacia, Hyundai, Mercedes-Benz, Mercedes Vans, Renault, Renault Trucks, SEAT, Skoda, Volkswagen, VW Commerciales, Ebro, Honda, Dongfeng, Geely, MG, Mazda, Xpeng, Zeekr, BYD, Smart, Land Rover, Jaguar, Mitsubishi, Opel). Revenue generated on a per-transaction basis.
2. Used / Occasion Vehicle Sales: Sales of pre-owned, km-0, and manager-demo vehicles through Movento's used car stock portal. All used vehicles come with 12-month legal warranty, maintenance history, and 14-day return guarantee.
3. Workshop and Maintenance Services: Mechanical workshop services including routine maintenance, repairs, spare parts sales, and maintenance contracts offered through 111 official workshops. Services are available for vehicles of any brand.
4. Motorcycle Financing (Sofinco): Financing for motorcycles through partnership with Sofinco (Crédit Agricole Consumer Finance Spain). Customers can finance selected models with adjustable term (up to 60 months), optional down payment, and receive online approval in under 10 minutes via BankReady digital verification.
5. Vehicle Financing (CaixaBank Consumer Finance): Vehicle financing for both new and used cars in partnership with CaixaBank Consumer Finance EFC. Financing covers purchase price, with name change fees optionally excluded. Online application with real-time installment calculation.
6. Vehicle Renting: Renting subscriptions for cars and commercial vehicles with all-inclusive monthly payments covering insurance, maintenance, taxes, and roadside assistance. Contract terms start at 36 months. Available for individuals, self-employed, and businesses.
7. Accessories Sales: Sale of vehicle accessories and equipment for both personal use and vehicles, covering all brands represented in the Movento network.
8. Vehicle Subscription: Vehicle subscription service (Movento Autoselección) offering all-inclusive monthly payments as an alternative to traditional purchase or renting.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Movento is a Spanish multi-brand automotive retail group operating 109 official dealerships and 111 workshops across Catalunya, Madrid, and the Balearic Islands, representing 22 vehicle brands (Audi, Cupra, Dacia, Hyundai, Mercedes-Benz, Renault, SEAT, Skoda, Volkswagen, BYD, Geely, MG, Xpeng, Zeekr, and others). It sells new, used, km-0, executive, electric/hybrid, and commercial vehicles and motorcycles, and offers vehicle financing, all-inclusive renting and subscription, multi-brand aftersales and maintenance, accessories, online reservation, and home delivery.

Product overview

Movento is a Spanish automotive dealership group (MARFINA, S.L.) operating a network of 109 authorized dealerships and 111 workshops across Catalunya, Madrid, and Balearic Islands. The company represents 22 vehicle brands including Audi, Cupra, Dacia, Hyundai, Mercedes-Benz, Renault, SEAT, Skoda, Volkswagen, BYD, Geely, MG, Xpeng, and Zeekr. The portfolio is organized around three core product lines: new and used vehicle sales (including Km 0 and gerencia/executive vehicles), a vehicle subscription and renting service, and aftersales workshop/maintenance services. Vehicle financing is offered through partnerships with CaixaBank Consumer Finance and Sofinco for motorcycles. The group also sells electric and hybrid vehicles with access to Plan Moves III subsidies up to €7,000. Subsidiaries include Movento Sarsa (VW/Audi/SEAT/Skoda), Stern Motor (Mercedes-Benz/Smart), Movento Auser (Renault/Dacia), Movento Motorprim (Hyundai), and Movento Akaimoto (Honda Motorcycles).

Differentiator

Problem solved

Functional benefit

Products and services

• Vehículos Nuevos (New Vehicles) Sales of new passenger cars and commercial vehicles from official represented brands including Audi, Cupra, Dacia, Hyundai, Mercedes-Benz, Renault, SEAT, Skoda, Volkswagen, and electric brands BYD, Geely, MG, Xpeng, and Zeekr, available online and at 109 dealership locations across Spain.
• Vehículos de Ocasión (Used Vehicles)

Quantifiable outcome

• Sarsa Vallès ranked 1st in Catalunya and 2nd nationally among official Audi dealers in Audi's Quality Challenge programme with a score of 87.5/100
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

One partnership is on record.

• Automobile Manufacturers (Volkswagen Group, Renault Group, Hyundai, Honda, BYD, Geely, etc.)coreChannel Partner/ Reseller/ DistributorMovento holds official dealer/distributor agreements with 22 automotive brands. Key manufacturer partnerships include: Volkswagen Group (VW, Audi, SEAT, Škoda via Sarsa), Mercedes-Benz and Smart (via Stern Motor), Renault and Dacia (via Auser), Hyundai (via Motorprim), Land Rover and Jaguar (via Auto Pla Vic 4x4), Honda Motorcycles (via Akaimoto), and Chinese brands BYD, Geely, Xpeng, and Zeekr. These are official manufacturer-authorized dealership relationships.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bergé Auto: Bergé Auto is one of Spain's largest multi-brand automotive dealership groups, distributing passenger and commercial vehicles for major OEMs across multiple Spanish regions. Directly comparable to Movento's multi-brand dealer/workshop model with manufacturer-authorized franchises and aftersales networks.
• Grupo Concesur: Grupo Concesur is a Spanish multi-brand automotive retail group with dealer and workshop locations across multiple Spanish regions, representing both European and Asian OEMs. Direct peer to Movento in terms of multi-brand authorized dealership model and aftersales service offering.
• Astara: Astara is a Madrid-headquartered multi-brand automotive distribution and mobility platform operating across Iberia and Europe, representing brands such as Volkswagen Group, Stellantis, and several Asian OEMs. It is directly comparable to Movento as a multi-brand dealer/distributor group with diversified mobility services (sales, renting, subscription) and is one of the few Iberian peers of similar scope.
• Grupo Ibericar: Grupo Ibericar is a Spanish multi-brand automotive dealership group with a national footprint representing multiple European and Asian brands, including its own used car and aftersales operations. Direct competitor to Movento in the multi-brand authorized dealer segment, particularly in passenger and commercial vehicles.
• Grupo Salvador (Auto): Grupo Salvador operates authorized dealerships across Spain for multiple European and Asian OEMs, with integrated aftersales and used vehicle operations. Comparable to Movento in the multi-brand franchised dealer space, particularly in the eastern and southern Spanish markets.

Broad incumbents

• ALD Automotive / Ayvens: Ayvens (formerly ALD Automotive + LeasePlan, owned by Société Générale and now merged) is Europe's largest vehicle leasing and fleet management company, offering renting and subscription products directly competing with Movento Renting. Comparable as a broad incumbent in the recurring-revenue mobility services segment Movento is expanding into.
• Northgate Renting Flexible: Northgate Renting Flexible is a Spanish flexible renting and vehicle subscription provider for individuals, self-employed, and businesses, with all-inclusive monthly payments. Comparable as a broad incumbent in the flexible renting/subscription category that Movento Autoselección competes in, with established scale and brand recognition.
• Arval (BNP Paribas): Arval is BNP Paribas's multi-brand vehicle leasing and fleet management arm, with significant presence in Spain via long-term renting and subscription offerings. Comparable to Movento Renting as a broad incumbent in B2B and increasingly B2C vehicle subscription, competing for the same fleet customers Movento targets.

Emerging players

• Auto1 Group: Auto1 Group operates Autohero and Auto1.com, a tech-enabled used car retail and wholesale platform active across Europe including Spain. Comparable as an emerging digital player competing for the same used-vehicle customers Movento serves via its 1,123-unit used car stock and 12-month warranty offer.

Regional players

• Caetano Auto: Caetano Auto is the automotive retail arm of the Salvador Caetano Group in Portugal, representing multiple brands (Toyota, BMW, Mercedes, Renault, etc.) across dealerships and workshops. Comparable multi-brand franchise model, though primarily serving the Portuguese rather than Spanish market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MoventoMotor
• YouTubeyoutube.com/channel/UC6rj2ZDbB3Fq_UHq8M5yzxw/featured
• Facebookfacebook.com/MoventoMotor
• LinkedInlinkedin.com/showcase/movento-grupo-de-automoci%C3%B3n
• Instagraminstagram.com/moventomotor

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 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 Movento