Gruppo Farina

What Gruppo Farina does

Gruppo Farina is a third-generation, family-owned automotive retail group headquartered in Marcianise, Campania, Italy, operating as Farina Automotive S.c.a.r.l. The group sells new vehicles across approximately 19 OEM brands (Alfa Romeo, Abarth, Citroen, Dacia, DS Automobiles, Ford, Fiat, Jeep, KGM, Lancia, Leapmotor, Opel, Peugeot, Renault, Suzuki, XEV, Hyundai, plus commercial-vehicle divisions Ford Pro and Fiat Professional), used and KM0 vehicles through the Prima Fila certified program, and provides integrated aftersales, financing, insurance, rental, paperwork handling, and fleet management. Distribution is via over 10 owned showrooms and service centers across Naples, Caserta/Marcianise, and Benevento, covering more than 200,000 sqm (30,000+ sqm indoor) — described as the largest indoor automotive exposition in Southern Italy.

The underlying technology stack is conventional dealer-retail digital infrastructure rather than proprietary platforms: a dealer management system, a digital vehicle-valuation tool (Waluta), an online service-booking system, a customer mobile app (Farina Connect PLUS), and EV fast-charging stations at each location. The group monetizes through one-time vehicle sales, recurring service and maintenance contracts, subscription-based insurance and rental products, and transaction-fee financing partnerships (Farina Drive, Farina Valore+). Go-to-market combines physical showroom presence, brand-dedicated sales consultants, B2B fleet sales (Farina Business), sports sponsorships (SSC Napoli, Juvecaserta, Benevento Calcio, Volalto), experiential events (test drives, open days, Reggia Session, Comicon Napoli), and digital channels (website, WhatsApp, video consultation).

The company is led by third-generation CEO Giuseppe Farina (Amministratore Delegato), with his sister Alessia Farina and father Felice Farina involved in operations. The group employs approximately 250 people across Campania, operates wholly-owned subsidiaries Farina Rent (rental), Farina Business (fleet), Prima Fila (used vehicles), and 2F Auto, and has no disclosed external investors or PE backing.

Name

Gruppo Farina

Legal name

Farina Automotive S.c.a.r.l.

Website

https://gruppofarina.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

101–250 employees

Short description

Gruppo Farina is a third-generation, family-owned multi-brand automotive dealership group in Campania, Italy, operating 10+ showrooms across Naples, Caserta, and Benevento and selling new, used, and KM0 vehicles from ~19 OEM brands alongside integrated service, financing, insurance, rental, and fleet management services for individual and B2B customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Marcianise

HQ country

Italy

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new vehicles from multiple brands including Alfa Romeo, Abarth, Citroën, Dacia, DS Automobiles, Ford, Fiat, Jeep, KGM, Lancia, Leapmotor, Opel, Peugeot, Renault, Suzuki. Revenue generated through direct vehicle transactions.
2. Used and KM0 Vehicle Sales: Sale of pre-owned and zero-kilometer vehicles through the Prima Fila program, offering certified used cars with dedicated support.
3. Vehicle Service and Maintenance: Workshop services including ordinary and extraordinary maintenance, tire services, warranty extensions, and official brand service centers.
4. Farina Rent - Vehicle Rental: Short-term and long-term vehicle rental through Farina Rent, including long-term lease options with bundled services (maintenance, insurance, Kasko).
5. Insurance Products: Sale of customized insurance packages (Pacchetti Sicurezza Gruppo Farina) covering collision, theft, and comprehensive protection.
6. Vehicle Financing and Leasing: Financial solutions including flexible financing, leasing, long-term rental, and purchase programs (Farina Valore+, Farina Drive) through partnerships with financial institutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Gruppo Farina operates a multi-brand automotive dealership group in Campania, Italy, selling new vehicles from approximately 20 brands (Alfa Romeo, Abarth, Citroen, Dacia, DS, Ford, Fiat, Jeep, KGM, Lancia, Leapmotor, Opel, Peugeot, Renault, Suzuki and others), certified used vehicles through the Primafila program, and Km 0 vehicles. The company also provides integrated automotive services including Farina Rent short- and long-term rentals, Farina Business fleet solutions, financing packages (Farina Drive), workshop maintenance, insurance products, and vehicle registration services.

Product overview

Gruppo Farina is an automotive dealership group based in Campania, Italy, operating as 'Il centro dell'auto in Campania' (The center of the car in Campania). The company operates a multi-brand new and used vehicle sales business with approximately 20 automotive brands (Alfa Romeo, Abarth, Citroën, Dacia, DS Automobiles, Ford, Fiat, Jeep, KGM, Lancia, Leapmotor, Opel, Peugeot, Renault, Suzuki, and others). The portfolio includes: new vehicle sales (500+ units), the Primafila certified used car program (1,000+ vehicles), and Km 0 vehicles (65+ units). Beyond vehicle sales, the company offers integrated services including Farina Rent for short and long-term rental, Farina Business for fleet management, Farina Drive for financing with worry-free packages, Farina Connect PLUS mobile app for vehicle management, workshop services with warranty extensions, insurance packages, vehicle registration services, and digital consultation tools including video calling and online car evaluation.

Differentiator

Problem solved

Functional benefit

Products and services

• New Vehicle Sales Sale of new passenger and commercial vehicles from approximately 20 brands (Alfa Romeo, Abarth, Citroen, Dacia, DS Automobiles, Ford, Fiat, Jeep, KGM, Lancia, Leapmotor, Opel, Peugeot, Renault, Suzuki, XEV, Hyundai, Ford Pro, Fiat Professional), with approximately 500 new vehicles in stock. Targeted at individual consumers and business fleet buyers in Campania.
• Primafila Certified Used Vehicles Certified pre-owned vehicle program offering over 1,000 inspected used vehicles across multiple brands, with the Farina Drive package bundling maintenance and warranty coverage for individual buyers in Campania.
• Km 0 Vehicles Sale of nearly-new Km 0 vehicles with delivery mileage at promotional prices, with approximately 65 Km 0 vehicles in stock across multiple brands. Targeted at price-sensitive individual consumers in Campania.
• Farina Rent Vehicle Rental Short-term and long-term vehicle rental services with locations in Napoli, Caserta, and Benevento, including long-term lease options with bundled services (maintenance, insurance, Kasko, RCA). Serves individual consumers and businesses seeking flexible mobility without ownership commitment.
• Farina Business Fleet Solutions Dedicated B2B division providing fleet management optimization, cost reduction strategies, and flexible financial plans for corporate customers, with access to commercial vehicle ranges (Ford Transit Centre, Ford Pro, Fiat Professional, Renault commercial). Serves companies and enterprises in Campania needing multi-vehicle and commercial fleet solutions.
• Farina Drive Financing Package Worry-free financing package ('Pacchetto senza pensieri') including all-inclusive maintenance, insurance, and roadside assistance delivered through partnerships with financial institutions. Sold alongside vehicle purchases to both consumers and business buyers.
• Workshop Service and Maintenance Brand-certified workshop services including ordinary and extraordinary maintenance, tire services, warranty extensions, bodywork, and online appointment booking across all Gruppo Farina service centers in Campania. Serves vehicle owners across all represented brands.
• Pacchetti Sicurezza Insurance Packages Customized insurance packages (Pacchetti Sicurezza Gruppo Farina) providing total and flexible protection covering collision, theft, and comprehensive coverage. Sold to vehicle purchasers across the group's brand portfolio.
• Vehicle Registration Services (Pratiche Auto) Agency handling all vehicle registration and documentation requirements, simplifying the ownership process for vehicle buyers across all brands sold by the group.

Quantifiable outcome

• Over 10,000 vehicles sold in 2019
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• We Can DancecoreGTM or Marketing Partner · 1 January 2025Gruppo Farina became Official Partner of We Can Dance, one of the most followed entertainment formats in the region. The partnership promotes Prima Fila used car brand through exclusive TV content, backstage access, and special activities, enhancing visibility for the used vehicle division.
• Horizon AutomotiveminorChannel Partner/ Reseller/ Distributor · 1 September 2024Horizon Automotive opened a new store in Campania in partnership with Gruppo Farina, doubling its presence in the region. Indicates a reseller/channel relationship for vehicle distribution.
• Virgin ActiveminorGTM or Marketing Partner · 1 January 2024Partnership offering wellness benefits to Gruppo Farina customers. Customers receiving a quote or purchasing a vehicle receive complimentary days at Virgin Active gyms, combining automotive and wellness services.
• SSC Napoli (Società Sportiva Calcio Napoli)coreGTM or Marketing Partner · 1 October 2019Official sponsor of SSC Napoli football club with Opel Farina branding. Gruppo Farina expressed sponsorship as a way to support local territory, connecting with 250 employees who are fans. Partnership focuses on community engagement and brand visibility through football.
• Sporting Club JuvecasertacoreGTM or Marketing Partner · 1 October 2019Official sponsor of Juvecaserta basketball team with Opel Farina. Supports the team's sporting activities as part of Gruppo Farina's sports sponsorship portfolio.
• Benevento CalciocoreGTM or Marketing Partner · 1 October 2019Official partner of Benevento Calcio with Toyota Farina branding. Third year of institutional partnership, connecting with local community through football.
• Volalto (Pallavolo Femminile)minorGTM or Marketing Partner · 1 October 2019Institutional partner of Volalto women's volleyball team playing in Serie A. Supports female sports and local community athletics.
• CNA Campania NordcoreGTM or Marketing Partner · 1 September 2019Collaboration with CNA Campania Nord (Naples, Caserta, and Benevento) providing exclusive advantages and innovative mobility services to all CNA members. Partnership offers special rates and services for association members.

Scale indicators8 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Giambrone Auto: Multi-brand automotive dealer group based in Piedmont operating showrooms for several Italian and European OEMs, plus used vehicles, financing, and aftersales. Closely mirrors Gruppo Farina's multi-brand, multi-revenue retail model with regional Italian focus.
• Autotorino: One of Italy's largest multi-brand automotive dealer groups, operating across Northern Italy with new and used vehicle sales, aftersales, financing, and fleet services. Directly comparable to Gruppo Farina in multi-brand model, scale, and integrated service offering, differing primarily in geographic footprint (Lombardy vs. Campania).

Broad incumbents

• Group 1 Automotive: US- and UK-based multi-brand automotive retailer with over 200 dealerships and substantial collision and finance operations. Similar integrated retail model with new, used, F&I, and aftersales; serves as a global benchmark for scaled dealer-group economics.
• Inchcape plc: International automotive distributor and retailer with multi-brand representation across multiple emerging and developed markets. Comparable in operating premium and volume brands through owned retail; broader geographic and portfolio focus than Gruppo Farina.
• Penske Automotive Group: Large international multi-brand automotive retailer with operations across the US and Europe (including premium and volume brands). Comparable in diversified retail model and aftersals orientation; much broader in scale and geography than Gruppo Farina.
• Lithia Motors: Largest US-based automotive retailer operating hundreds of stores across the US and recently the UK (Pendragon), with a multi-brand, multi-service retail model. Comparable in vehicle retail plus F&I and aftersals bundling, but operates at dramatically larger scale across multiple geographies.
• Asbury Automotive Group: US multi-brand automotive retailer with Clicklane digital retailing and total-care auto service centers. Comparable in multi-brand, multi-service orientation with growing digital channels, similar to Gruppo Farina's Farina Connect PLUS and Waluta initiatives.

Others

• AutoScout24 Italia: Leading pan-European online automotive marketplace that has awarded Gruppo Farina its Excellence Certificate for two consecutive years. Not a direct competitor but a critical distribution and lead-generation partner and indirect competitor for used-car sourcing.
• Leasys: Stellantis joint venture with Crédit Agricole providing long-term rental and mobility services in Italy. Closely comparable to Gruppo Farina's Farina Rent product but operating at a national scale and tied to a single OEM family.

Emerging players

• Drivalia: CA Auto Bank-owned short- and long-term rental and used-vehicle platform operating across Italy and Europe. Compares to Farina Rent in mobility subscriptions and is growing rapidly with a digital-first model competing for the same customer use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/gruppofarina
• Facebookfacebook.com/gruppofarina
• LinkedInlinkedin.com/company/gruppofarina
• YouTubeyoutube.com/channel/UCxJqB6UgQk7V4C9qG4x_k4g

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries4 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 Gruppo Farina