Grupo Adarsa
Grupo Adarsa is a privately held Spanish automotive group operating 13 authorized Mercedes-Benz, Smart, Mitsubishi, Foton, and Mercedes-Benz Trucks dealerships across 8 provinces, serving individual consumers and enterprise fleet customers with new and used vehicle sales, authorized workshop service, insurance, rentals, and lubricant distribution.
- Company typePrivate
- Founded1978
- HeadquartersSiero, Spain
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What Grupo Adarsa does
Grupo Adarsa is a privately held Spanish automotive retail and service group founded in 1978 as an authorized Mercedes-Benz dealer in Asturias, headquartered in Siero. It operates 13 dealerships and 18 workshop installations across 8 provinces in northern and central Spain (Asturias, Cantabria, Castilla y León, and Andalucía), representing Mercedes-Benz, Smart, Mitsubishi, Foton, and Mercedes-Benz Trucks/FUSO brands for passenger cars, vans, light commercial vehicles, and trucks. The company sells new, used (ocasióón), and near-new (KM0) vehicles, and supports the full vehicle lifecycle through authorized maintenance and repair, mobile service at Siero, maintenance contracts, courtesy vehicles, parts, insurance brokerage (Adarsa Seguros, since 2002), rental (AdarsaRent), and Castrol lubricant distribution (21 Jacars).
The business runs on a traditional franchised-dealer model with no proprietary technology stack: its digital footprint is a website (grupoadarsa.com), a commercial vehicle storefront (stockvans.mercedes-benz-grupoadarsa.es), a mobile app, social channels, Mercedes-Benz online appointment booking integration, and standard marketing analytics (Google Analytics, Meta Pixel, Google DoubleClick, TikTok pixel). Revenue is generated primarily through one-time vehicle sales (the largest line), with recurring contribution from after-sales service, maintenance contracts, insurance brokerage commissions, rentals, and lubricant distribution. Customer segments are split between individual consumers (primary) and enterprise fleet customers, with named fleet wins including Supermercados masymas and Alimerka for Mercedes-Benz electric trucks and SANFER for Citan vans.
The group is structured as multiple wholly-owned Spanish legal entities (S.A. and S.L. companies), with ASTURIANA DE AUTOMÓVILES Y REPUESTOS, S.A. as the primary operating entity. Grupo Adarsa has no external parent, no disclosed private equity involvement, and no funding rounds; it funds growth through operating cash flow. Recent strategic direction centers on the EV transition via the Adarsa Zero sub-brand, active merchandising of Mercedes-Benz electric vehicles (C-Class Electric, eActros 600, VLE, Mercedes-AMG CLA 45 4MATIC+), charging infrastructure partnerships (Zunder), and incremental geographic and brand expansion.
Grupo Adarsa firmographics
Firmographics- Name
- Grupo Adarsa
- Legal name
- ASTURIANA DE AUTOMÓVILES Y REPUESTOS, S.A.
- Website
- https://grupoadarsa.com
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Grupo Adarsa is a privately held Spanish automotive group operating 13 authorized Mercedes-Benz, Smart, Mitsubishi, Foton, and Mercedes-Benz Trucks dealerships across 8 provinces, serving individual consumers and enterprise fleet customers with new and used vehicle sales, authorized workshop service, insurance, rentals, and lubricant distribution.
- Ownership category
- akta.pro rank
Where Grupo Adarsa is headquartered
LocationHeadquarters
- HQ city
- Siero
- HQ country
- Spain
- HQ region
- Europe
Offices17 records
Markets served
Grupo Adarsa business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Vehicle Sales: New, used (ocasión), and near-new (KM0) passenger cars and commercial vehicles across Mercedes-Benz, Smart, Mitsubishi, and Foton brands. Revenue from vehicle sales represents core business.
- After-sales Service and Maintenance: Authorized workshop services including maintenance contracts (Maintenance and Maintenance Plus), Mobile Service, parts replacement. Covers both passenger and commercial vehicles.
- Adarsa Seguros - Insurance Brokerage: Insurance brokerage established 2002, offering vehicle and other insurance products through partnerships with major insurers.
- 21 Jacars - Lubricant Distribution: Authorized Castrol lubricant distributor for automotive, motorcycle, marine, and agricultural sectors across Asturias, Cantabria, and Castilla y León provinces.
- AdarsaRent - Car Rental: Vehicle rental and courtesy car services for customers during vehicle maintenance or repair periods.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Used vehicles (Ocasión) - 351 vehicles available |
| One time/ perpetual license | Pay-as-you-go | Near-new vehicles (KM0) - 129 vehicles available |
| One time/ perpetual license | Pay-as-you-go | Hybrid vehicles - 55 vehicles available |
| One time/ perpetual license | Pay-as-you-go | Plug-in hybrid vehicles (PHEV) - 77 vehicles available |
| Unit Pricing | Pay-as-you-go | Commercial vehicles (vans/furgonetas) - 43 vehicles available |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Grupo Adarsa product offering
Product offeringCore offering
Grupo Adarsa is an authorized Mercedes-Benz dealership and service group operating 13 dealerships and 18 workshop installations across 8 Spanish provinces. Its core offering is the retail sale of new, used (ocasión), and zero-kilometer (KM0) passenger cars, commercial vans, and trucks under the Mercedes-Benz, Smart, Mitsubishi, and Foton brands, complemented by authorized after-sales maintenance, repair, and parts services. Supporting businesses include vehicle rental (AdarsaRent), insurance brokerage (AdarsaSeguros), and Castrol lubricant distribution (21 Jacars).
Product overview
Grupo Adarsa operates as an authorized Mercedes-Benz dealership and workshop group with a multi-brand portfolio spanning 13 dealerships across 8 Spanish provinces. The core offering consists of new, used (ocasión), and zero-kilometer (KM0) vehicle sales across passenger cars, commercial vans, and trucks under Mercedes-Benz, Smart, Mitsubishi, and Foton brands. The business is structured around two main pillars: vehicle sales (turismos, furgonetas, camiones) and after-sales services (postventa/talleres). Supporting services include vehicle rental (AdarsaRent), insurance brokerage (AdarsaSeguros), Castrol lubricant distribution (21 Jacars), maintenance contracts, fleet sales, vehicle appraisals, and courtesy vehicles. The Adarsa Zero sub-brand focuses on sustainable electric mobility. All services are delivered through an integrated network of 18 workshop facilities using Mercedes-Benz diagnostic systems and genuine parts.
Differentiator
Problem solved
Functional benefit
Brands
- Adarsa Seguros: Insurance brokerage established in 2002, providing vehicle and general insurance services in collaboration with major insurers.
- AdarsaRent
- 21 Jacars
- Adarsa Zero
Quantifiable outcome
- 499 vehicles available across all categories (new, used, KM0, electric, hybrid)
- +2 more outcomes
Companies that use Grupo Adarsa
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Grupo Adarsa technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Grupo Adarsa partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- ZunderminorElectric charging infrastructure provider. eActros 600 roadtrip utilized Zunder's public charging network across the Iberian Peninsula to demonstrate electric truck viability.
- FotonminorLight commercial vehicle brand (Foton LCV) represented at select locations including Gijón.
- Daimler Truck AGcoreRepresents Mercedes-Benz Trucks and FUSO brands for heavy commercial vehicles. Adarsa Trucks division serves truck customers with dedicated locations in Valladolid and Cantabria.
- SmartcoreAuthorized dealer for Smart vehicles, integrated into dealership network since 2017 when Mitsubishi was also added alongside Mercedes-Benz.
- Mitsubishi Motors EspañacoreAuthorized dealer for Mitsubishi vehicles, working through CISACAR, S.L. entity within the group.
- CastrolcoreAuthorized distributor of Castrol lubricants for automotive, motorcycle, marine, and agricultural sectors. 21 Jacars operates as exclusive distributor in Asturias, Cantabria, and Castilla y León provinces.
- Mercedes-Benz EspañacoreCore brand partnership since 1978. Grupo Adarsa operates as Authorized Dealer and Workshop for Mercedes-Benz vehicles including passenger cars, vans, and trucks. Exclusive representation across 8 provinces in Spain.
Scale indicators11 records
Recent moves12 records
Expansion highlights6 records
Grupo Adarsa competitors and assessment
Company assessmentBroad incumbents
- Pendragon plc: One of the largest UK-based multi-franchise automotive retailers operating new and used car sales plus aftermarket services — a broader incumbent in the multi-brand dealer category, though focused on the UK market.
- Inchcape plc: Global automotive distributor with significant European and emerging-market presence, distributing and retailing multiple premium and volume brands — a broader incumbent operating at international scale, overlapping in the multi-brand distribution/dealer model.
- Lithia Motors: Large US-based multi-brand automotive retailer with growing international footprint and significant digital and EV investments — a broad incumbent demonstrating the scale of the multi-brand dealer business model.
Regional players
- Caetano Retail: Portuguese multi-brand automotive retail group, part of the Salvador Caetano Group, selling passenger and commercial vehicles across multiple brands — comparable multi-brand dealer model but operating primarily in Portugal rather than Spain.
Others
- Drivalia: European car rental, leasing, and mobility services provider (part of CA Auto Bank) — comparable to AdarsaRent and broader group mobility services as an adjacent automotive services peer.
- Northgate plc: European vehicle rental and leasing operator with strong Iberian presence — comparable to Adarsa's AdarsaRent subsidiary as an adjacent automotive services business rather than a direct dealership competitor.
Direct peers
- Quadis: Spanish multi-brand automobile dealer group with a network of authorized dealerships across Spain, selling both premium and volume brands — directly comparable as a Spanish multi-brand dealership group with similar product breadth.
- Grupo Conauto: Spanish automotive distribution group representing multiple OEMs in Spain — a directly comparable Spanish auto distribution peer operating in similar product and service categories.
- Stellantis & You: Pan-European multi-brand retail network of Stellantis, operating authorized dealerships and after-sales across multiple countries including Spain — directly comparable as a multi-brand OEM-aligned dealer group with sales, service, and parts operations.
- Astara: Spanish-headquartered multi-brand automotive distribution and retail group operating across Iberia and Latin America, representing multiple OEMs across passenger and commercial segments — directly comparable as a multi-brand dealer/distributor with similar brand portfolio and European footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Grupo Adarsa social profiles
Digital presenceGrupo Adarsa financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grupo Adarsa leadership team
Management profileNumber of profiles
Grupo Adarsa subsidiaries and ownership
Company hierarchySubsidiaries12 records
Grupo Adarsa funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grupo Adarsa M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Grupo Adarsa
What does Grupo Adarsa do?
Grupo Adarsa is an authorized Mercedes-Benz dealership and service group operating 13 dealerships and 18 workshop installations across 8 Spanish provinces. Its core offering is the retail sale of new, used (ocasión), and zero-kilometer (KM0) passenger cars, commercial vans, and trucks under the Mercedes-Benz, Smart, Mitsubishi, and Foton brands, complemented by authorized after-sales maintenance, repair, and parts services. Supporting businesses include vehicle rental (AdarsaRent), insurance brokerage (AdarsaSeguros), and Castrol lubricant distribution (21 Jacars).
Is Grupo Adarsa a public or private company?
Grupo Adarsa is a private company. It is classified as family owned and is currently operating.
When was Grupo Adarsa founded?
Grupo Adarsa was founded in 1978. It employs 251 to 500 people.
Where is Grupo Adarsa based?
Grupo Adarsa is headquartered in Siero, Spain, in the Europe region.
How does Grupo Adarsa make money?
Five revenue lines are on record. Vehicle Sales are the primary driver. The others are after-sales Service and Maintenance, adarsa Seguros - Insurance Brokerage, 21 Jacars - Lubricant Distribution and adarsaRent - Car Rental.
Who are Grupo Adarsa's main competitors?
Broad incumbents on record are Pendragon plc, Inchcape plc and Lithia Motors. Caetano Retail is listed as a regional player. Others are Drivalia and Northgate plc. Direct peers are Quadis, Grupo Conauto, Stellantis & You and Astara.
Does Grupo Adarsa have an API?
No public API is recorded for Grupo Adarsa.