What biAuto Group does

biAuto Group Spa is a privately held Italian multi-brand automotive dealership group headquartered in Settimo Torinese (operational base at Via Bologna 102, Turin), operating 15+ dealership and showroom locations across the Piemonte and Liguria regions. The group is the authorized dealer for BMW, MINI, BMW Motorrad, Jaguar, Land Rover, Mercedes-Benz, Smart, Triumph, MG, Omoda, Jaecoo, and Ineos Grenadier, and supports an active inventory of 1,621 vehicles and 85 motorcycles. It has been recognized among Italy's Top Dealers since 2018 and claims over 100 years of operating history.

The business monetizes across the full vehicle lifecycle: new vehicle sales, used and certified pre-owned (biAutlet, BMW Premium Selection), commercial vehicles (Mercedes Sprinter/Vito, Fiat Ducato, RAM, Chevrolet), motorcycle sales, financing facilitation through CA AUTO BANK, after-sales service, body repair (Novameta Carrozzerie), vehicle rental (BiDrive), nautical sales and charter, and accessories via an online shop. Revenue streams are predominantly transactional (one-time sales) supplemented by transaction-fee financing commissions and recurring service revenue. The customer base is split between retail consumers (primary) and business/fleet customers (secondary, served via the Selezioni Business program). Distribution is hybrid: a DealerK-powered website supporting 30+ languages handles online browsing, quote, and test-drive booking, while physical transactions are consummated at showrooms. Recent strategic moves include the 2025 ITALA heritage-brand revival partnership and the 2026 launch of the Omoda-Jaecoo Super Hybrid range.

The group is organized through wholly owned subsidiaries (biAuto srl, biAuto Club srl, Target srl, Biforce srl, Novelli 1934 srl, Autobi srl) operating under a shared service contract with biAuto Group Spa as parent. No external parent, private equity investor, or funding round is disclosed.

Name

biAuto Group

Legal name

biAuto Group Spa

Website

https://biautogroup.com

Company type

Private

Founded year

1922

Operating status

Operating

Headcount range

501–1,000 employees

Short description

biAuto Group Spa is a privately held Italian multi-brand automotive dealer operating 15+ showrooms across Piemonte and Liguria, authorized for BMW, MINI, Mercedes-Benz, Jaguar, Land Rover, MG, Omoda, Jaecoo, and others, serving retail consumers and SME fleet customers with new and used vehicles, financing, service, and rental.

Ownership category

akta.pro rank

Headquarters

HQ city

Settimo Torinese

HQ country

Italy

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new automobiles as an official dealer for BMW, MINI, BMW Motorrad, Jaguar, Land Rover, Mercedes-Benz, Smart, Triumph, MG, Omoda, Jaecoo, Ineos Grenadier, and other brands. Revenue recognized per transaction at negotiated or list price.
2. Used and Certified Pre-Owned Vehicle Sales: Sale of used, kilometre-zero, and demonstrator vehicles under the biAutlet brand (multibrand used car centers) and BMW Premium Selection. Includes a curated selection program with quality certification.
3. Motorcycle Sales: Sale of new and used motorcycles across brands including Triumph, BMW Motorrad, Ducati, Honda, Yamaha, Kawasaki, MV Agusta, Moto Guzzi, and others through 85+ listed units.
4. Vehicle Financing and Financial Services: Facilitation of vehicle financing through CA AUTO BANK partner. Revenue derived from financial services commissions on installment loans, leasing, and Balloon/FiN+ financing products offered to end customers.
5. After-Sales Service and Maintenance: Official service centers for automobiles and commercial vehicles offering maintenance, repairs, spare parts, and warranty services. Also includes body shop services (Novameta Carrozzerie).
6. Commercial Vehicle Sales: Sale and distribution of commercial vans (Mercedes-Benz Sprinter, Vito, Classe T, Classe V; Fiat Ducato, Iveco Daily) and light trucks (RAM 1500, Chevrolet Silverado) for business customers.
7. Vehicle Rental and Charter: Short-term rental and charter services through BiDrive (noleggio) and boat/nautical charter offerings (Sarnico 43 Spider, Rivale 56).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

biAuto Group operates as a multi-brand automotive dealership group selling new, used, certified pre-owned, and km0 vehicles across 15 locations in northern Italy (Piemonte and Liguria). It is an official authorized dealer for 11+ automotive brands including BMW, MINI, Mercedes-Benz, Jaguar, Land Rover, Smart, MG, Triumph, Omoda, Jaecoo, and Ineos Grenadier, alongside motorcycle sales and commercial vehicle distribution. The offering is complemented by after-sales service, certified body shop repairs, vehicle financing facilitation through CA AUTO BANK, and boat sales and charter.

Product overview

biAuto Group is a multi-brand automotive dealership group operating as a unified platform across cars, motorcycles, commercial vehicles, and boats. Its core offerings span authorized new-vehicle sales (BMW, MINI, BMW Motorrad, Jaguar, Land Rover, Mercedes-Benz, Smart, Triumph, MG, Omoda, Jaecoo, Ineos Grenadier), used and nearly-new vehicles through the biAutlet sub-brand, supercars and classics via Biauto Supercar, vehicle rental via BiDrive, and boat sales and charter. Sub-brands include ITALA (historic Italian brand revived 2025), TS Automobili, Biforce, and American Driving Experience. Supporting services include official workshops, body shops (Novameta Carrozzerie), an online shop, and the bi2App mobile application for digital contract signing, service booking, and dealer communication. The group operates 15+ locations across Turin, Asti, Alba, Genoa, Alessandria, and Casale Monferrato, serving as a Top Dealer in Italy since 2018.

Differentiator

Problem solved

Functional benefit

Brands

• biAutlet: Used car and km0 dealership brand offering premium pre-owned vehicles
• ITALA
• TS Automobili
• Biforce
• Biauto Supercar
• American Driving Experience
• BiDrive
• Omoda
• Jaecoo

Products and services

• New Multi-Brand Vehicle Sales Sale of brand-new automobiles as an official authorized dealer for 11+ premium and mainstream automotive brands including BMW, MINI, Mercedes-Benz, Smart, Jaguar, Land Rover, MG, Ineos Grenadier, Omoda, Jaecoo, ITALA, and TS Automobili. Targeted at retail consumers and business buyers across Piemonte and Liguria; transactions consummated at physical showrooms.
• Used and Certified Pre-Owned Vehicle Sales (biAutlet) Sale of used, km0 (kilometre-zero), demonstrator, and certified pre-owned vehicles under the biAutlet multibrand used car centers and BMW Premium Selection. Includes quality certification, biAutlet Plus service packages (financing, insurance, extended warranty). Prices range from approximately €9,000 (Fiat 500) to over €80,000 (RAM 1500, Mercedes-AMG models).
• Motorcycle Sales Sale of new and used motorcycles through 85+ listed units across premium and mainstream brands including Triumph, BMW Motorrad, Ducati, Honda, Yamaha, Kawasaki, MV Agusta, Moto Guzzi, Benelli, and Vespa. Dedicated BMW Motorrad dealership in Moncalieri and Triumph dealerships in Turin Ovest and Alessandria.
• Commercial Vehicle Sales Sale and distribution of commercial vans (Mercedes-Benz Sprinter, Vito, Classe T, Classe V; Fiat Ducato; Iveco Daily) and light trucks/pickups (RAM 1500, Chevrolet Silverado) for business customers and fleet operators, including Selezioni Business dedicated fleet procurement.
• Official After-Sales Service and Maintenance Official manufacturer-authorized service centers providing scheduled maintenance, mechanical repairs, spare parts, and warranty work for the full portfolio of represented automotive brands, including commercial vehicles.
• Body Shop and Collision Repair (Novameta Carrozzerie) Body repair, painting, and collision services operated through Novameta Carrozzerie, providing accident repair, panel beating, refinishing, and vehicle restoration services for retail and fleet customers.
• Vehicle Rental and Charter (BiDrive) Short- and long-term vehicle rental, leasing, and charter services operated under the BiDrive brand alongside nautical charter offerings (Sarnico 43 Spider, Rivale 56).
• Omoda and Jaecoo Super Hybrid Vehicle Lineup Sale of Chery Group's Omoda (Omoda 5, 7, 9) and Jaecoo (Jaecoo 5, 7, 8) Super Hybrid models including hybrid (SHS-H) and plug-in hybrid (SHS-P) variants. Available at the dedicated Asti showroom with promotional financing from €149/month through CA AUTO BANK and warranties of up to 7-8 years / 150,000-160,000 km.
• ITALA Historic Brand Dealership (Itala 35 model) Authorized dealership for the revived historic Italian automobile brand ITALA (originally 1903-1934), relaunched in 2025 as part of the 'Historic Italian Brands' project. Offers the ITALA 35 model with a 1.5L Turbo GDI engine (170 CV), 7-speed dual-clutch transmission, Level 2 ADAS, 'NoStress' automatic parking, and over 45% of value generated in Italy using Italian leather and Made-in-Italy rims. Sold exclusively at the Turin showroom.
• Nautical Sales and Charter Sale and charter/rental of luxury motor boats including the Sarnico 43 Spider and Rivale 56, operated under the Nautica division alongside automotive offerings.
• Online Accessories and Parts Shop E-commerce storefront selling automotive accessories, parts, branded merchandise, and related products from biAuto Group's brand portfolio.
• Supercar and Classic Car Sales (Biauto Supercar) Specialized division dedicated to the sale of supercars, classic automobiles, and collectible vehicles, including rare and high-performance models unavailable through the standard new and used inventory.

Quantifiable outcome

• 1621 vehicles and 85 motorcycles in active inventory
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Seven partnerships are on record, tiered core.

• Massimo Di Risio / Historic Italian BrandscoreStrategic or Co-development Partner · 1 January 2025biAuto Group is the authorized dealer for ITALA, a historic Italian brand revived by entrepreneur Massimo Di Risio as part of the 'Historic Italian Brands' project. ITALA's first model (ITALA 35) is sold exclusively through biAuto Group's Turin showroom.
• Chery Group (Omoda & Jaecoo)coreChannel Partner/ Reseller/ DistributorbiAuto Group is an authorized dealer for Omoda and Jaecoo brands, which are part of Chery Group — one of China's largest automotive groups present in 80+ countries with 11M+ exported vehicles. Chery Group brings over 14,000 patents and global R&D centers. biAuto Group distributes the full Omoda (5, 7, 9) and Jaecoo (5, 7, 8) Super Hybrid lineup in its Asti showroom.
• BMW AG / BMW MotorradcoreChannel Partner/ Reseller/ DistributorbiAuto Group operates as an official BMW and BMW Motorrad dealer with certified BMW Premium Selection program for used vehicles. Multiple BMW locations include Turin (BMW cars), Moncalieri (BMW Motorrad), and other Piemont locations.
• Mercedes-Benz AGcoreChannel Partner/ Reseller/ DistributorOfficial Mercedes-Benz dealer offering new vehicles (A-Class, CLA, GLA, GLB, GLC, GLE, Classe V, Sprinter, Vito), commercial vans, and Mercedes-Benz Certified Pre-Owned vehicles across Genoa and other locations.
• Jaguar Land RovercoreChannel Partner/ Reseller/ DistributorbiAuto Club srl operates as official Jaguar and Land Rover dealer (biautoclub.jaguar.it and biautoclub.landrover.it), serving Genoa and surrounding areas with the full Jaguar and Land Rover model lineup.
• Triumph MotorcyclescoreChannel Partner/ Reseller/ DistributorOfficial Triumph motorcycle dealer with locations in Turin Ovest and Alessandria, offering the full Triumph lineup including Tiger, Street Triple, Scrambler, Trident, and Bonneville models.
• biAuto srl / biAuto Club srl / Target srl / Biforce srl / Novelli 1934 srl / Autobi srlcoreOthersbiAuto Group Spa operates the website on behalf of and as external data processor for affiliated companies: biAuto srl, biAuto Club srl, Target srl (Asti), Biforce srl (Genoa), Novelli 1934 srl (Genoa), and Autobi srl (Genoa). These entities operate individual dealership locations under service agreements.

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Emerging players

• Auto1 Group: European online used-car platform publicly listed in Germany, operating across 30+ countries. Comparable to biAuto in the used-vehicle vertical (overlapping with biAutlet) but as a digital-native competitor; useful as a benchmark for online used-car unit economics and a potential threat vector to biAuto's traditional used-car business.

Broad incumbents

• Lithia Motors: One of the largest publicly listed automotive retailers globally, with US and UK operations and an aggressive M&A roll-up strategy. Comparable to biAuto on multi-brand authorized retail model; Lithia's inorganic growth playbook and Driveway digital channel inform potential consolidation and digital-extensions benchmarks for European regional groups.
• Penske Automotive Group: International premium automotive retailer publicly listed on the NYSE, with significant European and US operations including premium franchises. Comparable to biAuto on multi-brand premium retail model; Penske's public financial disclosures provide a benchmark for premium-dealer unit economics, F&I penetration, and service-mix profitability.
• AutoNation: Largest automotive retailer in the United States, publicly listed on the NYSE. Comparable to biAuto as a multi-brand dealer group with new, used (AutoNation USA), finance, and service operations; serves as a public-market benchmark for capital allocation, inventory-turn strategy, and digital-retail integration in dealer businesses.
• Inchcape plc: Global automotive distributor and retailer listed on the London Stock Exchange, operating across multiple continents. Comparable to biAuto as a multi-brand authorized distributor with retail presence, though at significantly larger scale and broader geographic footprint; useful as a benchmark for distribution-economics and OEM-relationship dynamics.

Direct peers

• Fimauto: Italian automotive dealer group with multi-brand authorized sales and service operations. Comparable to biAuto as a regional Italian dealership group with similar premium-brand exposure and full-service (sales, service, used) model.
• Autotorino: Italian multi-brand automotive dealer group headquartered in Northern Italy, operating authorized franchises across new, used, and after-sales categories. Directly comparable to biAuto in scale, regional focus, and brand-portfolio approach; both serve affluent northern Italian customers through a network of physical showrooms with digital lead capture.
• Intercar: Italian automotive dealer group operating authorized sales and service for multiple brands. Comparable to biAuto as a multi-brand authorized dealer serving Italian regional markets with both new-vehicle and after-sales offerings.

Others

• Cox Automotive: Global automotive services and technology provider offering dealer software (Dealertrack), inventory management, and remarketing services. Comparable to biAuto as an enabling ecosystem participant; relevant because Cox's competitor Manheim and Dealertrack compete with the DealerK stack biAuto currently runs, framing the dealer-tech competitive landscape.
• Drivalia: Italian mobility and rental/leasing operator owned by CA AUTO Bank — biAuto Group's primary captive financing partner. Comparable to biAuto on the short-term rental and subscription mobility layer (overlapping with BiDrive); useful as a benchmark for fleet/rental unit economics and as a strategic extension of biAuto's existing CA AUTO BANK relationship.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/biautoto
• Facebookfacebook.com/biautogroupsrl
• LinkedInlinkedin.com/company/biautogroup

Compliance1 record

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 biAuto Group