Divena

What Divena does

Divena is a Brazilian privately held multi-brand automotive dealership group operating under the Grupo Divena corporate umbrella. The company sells new and pre-owned vehicles from Mercedes-Benz, AMG, and the Stellantis brands (Chrysler, Jeep, Dodge, Ram) across passenger and commercial segments (trucks, buses, and vans). It maintains 8 physical dealership and service locations concentrated in Greater São Paulo (6 locations spanning Ipiranga, Paraíso, Moema, Barueri, and Diadema) and the Santos coastal region (2 locations), positioning itself as a national reference in mobility within its geography.

The business operates across four core verticals: (1) new vehicle sales through dedicated sub-brands (Divena Mercedes-Benz, Divena AMG Performance, Divena Automóveis, Divena JEEP e RAM, Divena Comercial); (2) vehicle rental and leasing through Divena Mobility; (3) vehicle armoring/blindage through DVB Blindados; and (4) after-sales service, parts, and accessories (Divena Carinás). Each operational line is housed in a distinct legal entity (DIVENA COMERCIAL LTDA, DIVENA AUTOMOVEIS LTDA, DIVENA LITORAL VEICULOS LTDA, Divena 23 COMERCIO DE VEICULOS LTDA, DVB SERVIÇOS DE BLINDAGENS S/A, DIVENA MOBILITY LOCAÇÃO E SERVIÇOS S/A, and CLA DISTRIBUIDORA DE VEICULOS E IMPORTAÇÃO E EXPORTAÇÃO LTDA), enabling segment-level financial and operational tracking.

Divena's revenue model is anchored in one-time vehicle transactions supplemented by aftermarket services (parts, maintenance, warranty work), recurring rental income, and armoring service fees. The company serves both individual consumers purchasing personal vehicles and commercial fleet operators procuring trucks, buses, and vans. Distribution is entirely physical (showroom-based) with no proprietary technology platform, digital sales channel, or mobile app. Marketing and customer acquisition occur through dealership presence, branded sub-brand websites, phone-based sales, and online contact forms. The company is LGPD-compliant (Brazilian data protection law) since January 2023, with a designated Data Protection Officer. No external funding, M&A, or public listing is evidenced.

Name

Divena

Legal name

DIVENA COMERCIAL LTDA

Website

https://divena.com.br

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Divena is a Brazilian privately held multi-brand automotive dealership group operating 8 locations across Greater São Paulo and Santos, selling Mercedes-Benz, AMG, Chrysler, Jeep, Dodge, and Ram vehicles, alongside vehicle rental and armoring services.

Ownership category

akta.pro rank

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new and used automobiles, trucks, buses, and vans from Mercedes-Benz, AMG, Chrysler, Jeep, Dodge, and Ram brands. Revenue is generated through one-time vehicle transactions, typically involving financing arrangements.
2. Vehicle Rental Services: Vehicle rental and leasing services offering customers flexible access to vehicles without ownership.
3. Vehicle Armoring/Blindage Services: Vehicle armoring and blindage services providing armored vehicles with expertise and quality.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Divena is a São Paulo-based multi-brand authorized automotive dealership group operating 8 locations that retail new vehicles across Mercedes-Benz, AMG, Chrysler, Jeep, Dodge, and Ram franchises, alongside pre-owned vehicles, commercial vehicles, vehicle rental services, and specialized vehicle armoring (blindagem) services. The group serves individual consumers as the primary customer segment and commercial fleet operators as a secondary segment.

Product overview

Divena is a mobility company operating as an authorized multi-brand automotive dealership network with 8 locations across Greater São Paulo and Santos. The company operates distinct divisions for passenger vehicles (Mercedes-Benz, AMG, Chrysler, Jeep, Dodge, Ram), commercial vehicles (Mercedes-Benz trucks, buses, and vans), vehicle rental services (Divena Mobility), and vehicle armoring (DVB Blindados). Additionally, Divena sells pre-owned national and imported vehicles with guaranteed provenance. Each brand operates through dedicated websites and specialized sales teams, while physical dealership locations provide sales, after-sales service, and parts access.

Differentiator

Problem solved

Functional benefit

Brands

• Divena Mercedes: Mercedes-Benz passenger vehicle dealership
• Divena Comercial
• Divena Automóveis
• Divena Mobility
• DVB Blindados
• AMG Performance

Products and services

• Mercedes-Benz New Vehicle Sales

Segments2 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Others

• Webmotors: Brazil's largest online automotive marketplace for new and used vehicle listings. Relevant as a digital channel that competes for car-buying consumer attention against Divena's traditional showroom model.

Direct peers

• Unidas: Major Brazilian vehicle rental and fleet management company. Comparable to Divena Mobility for the rental/leasing revenue stream, though much larger and nationally distributed.
• Movida: Brazilian vehicle rental company operating both consumer and corporate fleet segments. Comparable to Divena Mobility for short and long-term vehicle rental services.
• Grupo Savolde: Brazilian multi-brand dealer (Volkswagen, Ford, and others) operating a regional showroom network with sales, service, and parts. Comparable to Divena as a traditional authorized multi-brand dealer group in the Brazilian market.
• Localiza: Brazil's largest vehicle rental and fleet management company. Directly comparable to Divena Mobility's rental/leasing business, with significantly greater scale and a national footprint.
• Grupo Caoa: Brazilian multi-brand automotive dealership group operating authorized franchises for Hyundai, Chery, Subaru, and Ford. Most directly comparable to Divena as a multi-brand authorized dealer network in Brazil with both passenger and commercial vehicle coverage.
• Grupo Stefani: Brazilian automotive group with authorized dealerships for premium brands including Porsche and Audi. Comparable to Divena for premium-brand authorized retail and after-sales operations in São Paulo.
• Grupo Saga: Brazilian dealership group with authorized franchises for Nissan, Renault, Jeep, and other brands across multiple Northeast and Southeast states. Comparable to Divena in multi-brand authorized retailing, sales, and after-sales service in Brazil.
• Garagem Modena: Brazilian luxury and exotic vehicle dealer (Ferrari, Maserati, and other premium brands). Comparable to Divena's AMG Performance division as a high-end authorized luxury dealer in Brazil.
• Grupo Penido: Brazilian commercial vehicle dealer for Volvo, Mercedes-Benz trucks, and other heavy-duty brands. Directly comparable to Divena Comercial's truck, bus, and van sales operations in São Paulo state.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/DivenaMercedesBenzBrasil
• LinkedInlinkedin.com/company/divenamercedesbenz

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Divena