Cars & Coffee

What Cars & Coffee does

Cars & Coffee Chile is a privately held media and entertainment company founded in Chile in 2012-2013 as the Chilean franchise of the global Cars & Coffee automotive enthusiast community, which originated in Los Angeles in 2006. Headquartered in Santiago (Las Condes), the company produces a portfolio of premium automotive events including the Festival of Speed (held at Autódromo Internacional de Codegua), Top Marques (concours d'elegance at Club de Golf Mapocho), Spring Rally (in partnership with Sheraton Hotels), Hall of Fame, Meet & Drive, Wine Routes, and Concurso de las Naciones. These events attract hundreds of vehicles and thousands of attendees per gathering, with the largest events exceeding 850 cars and 4,500 attendees.\n\nThe company operates a dual business model: a consumer-facing community and event platform serving automotive enthusiasts, and a B2B services offering for corporate brands. Its four corporate service lines are Content Creation (producing over 10,000 advertising pieces annually for clients in Chile and Latin America), Broadcasting (amplifying client messages to an audience of more than 25 million fans across owned channels), Community Management (digital strategy and audience engagement), and Corporate Events (custom brand experiences at automotive gatherings). Revenue is generated primarily through event sponsorships and direct corporate service engagements; pricing is not publicly disclosed and appears quote-based per engagement.\n\nThe company maintains long-standing partnerships with premium brands including Kaufmann/Mercedes-Benz Chile (multi-year Main Sponsor), Michelin, Lavazza, Sheraton Hotels, Bridgestone, Tag Heuer, and DS Automobiles. Leadership comprises CEO Pablo Olmos, CCO Maurizio Moschini, COO José Ignacio Barra, and Co-Founder Giuseppe Casagrande, supported by an 11-50 employee team of producers, an art director, and a community manager. Cars & Coffee Chile serves as the country's largest and most established automotive enthusiast community, with no proprietary technology platform; its competitive position rests on its event IP, venue relationships, and owned media audience.

Name

Cars & Coffee

Legal name

Cars & Coffee Chile

Website

https://carsandcoffee.cl

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Cars & Coffee Chile is a Santiago-based media and entertainment company that produces premium automotive enthusiast events (Festival of Speed, Top Marques, Spring Rally, Hall of Fame) and offers content creation, broadcasting, community management, and corporate event services to brands seeking access to its 25M+ fan audience across Latin America.

Ownership category

akta.pro rank

Product category

Automotive Event Production and Media Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Spectator Sports (7112)

SIC

Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYMPAGAFAC

Auto, Boat & RV Shows

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Exhibitions, Fairs & Expos (Consumer/Public)

Keywords

• Automotive event production
• Concours delegance
• Brand activation events
• Content creation services
• Automotive media broadcasting

Headquarters

HQ city

Las Condes

HQ country

Chile

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Corporate Events: Designs and implements unique experiences for brands to connect with stakeholders through automotive passion. Corporate clients engage C&C to host branded events at automotive gatherings.
2. Content Creation: Creates original content for brands in various formats. Develops over 10,000 advertising pieces annually for clients in Chile and Latin America.
3. Broadcasting: Amplifies client messages through C&C's channels, reaching an audience of over 25 million fans and enthusiasts.
4. Community Management: Digital strategy services for clients including content pillars, messaging frameworks, content scheduling, and audience interaction.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Cars & Coffee Chile produces and operates premium automotive enthusiast events across Chile (Festival of Speed, Top Marques, Meet & Drive, Spring Rally, Hall of Fame, Wine Routes, Concurso de las Naciones) and delivers corporate services including content creation, broadcasting, community management, and branded corporate events. The company monetizes both consumer event attendance (ticketing and sponsor activations) and B2B corporate engagements that leverage its media channels to connect brands with automotive audiences.

Product overview

Cars & Coffee Chile is a media and entertainment company operating as a community platform for automotive enthusiasts. The core offering consists of event production (Festival of Speed, Top Marques, Meet & Drive, Spring Rally, Hall of Fame, Wine Routes, Concurso de las Naciones) combined with content creation, broadcasting, and community management services for corporate clients. The company reaches over 25 million automotive enthusiasts across Latin America and produces more than 10,000 advertising pieces annually for brand clients. The product portfolio is structured around live events, digital content services, and community engagement, with The Marketplace as an associated external platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Festival of Speed Premier motorsport event held at Autódromo Internacional de Codegua featuring car exhibitions, racing demonstrations, and acceleration tests. Targets automotive enthusiasts and serves as a flagship venue for corporate brand activations.
• Top Marques Concours d'elegance event held at Club de Golf Mapocho featuring classic and exotic car displays and competitions, with Top Marques 2026 scheduled for November 6-7, 2026.
• Meet & Drive Classic car convoy events featuring drives through various locations with participating sports and classic vehicles, targeting automotive enthusiasts across Chile.
• Spring Rally Regularity rally competition held annually in partnership with Sheraton Hotels, running from Santiago to Viña del Mar.
• Hall of Fame Exclusive evening event showcasing the best 30 cars and motorcycles in an elegant setting, typically hosted at premium venues such as Hotel W Santiago.
• Wine Routes Tour event combining classic cars with wine country visits to the Casablanca wine region, hosted at venues such as Estancia El Cuadro with wine tastings and gourmet dining.
• Concurso de las Naciones Elegance competition evaluating vehicles by country of origin with categories for each major automotive nation, hosted at Universidad Técnica Federico Santa María.
• Content Creation Original branded content production service developing more than 10,000 advertising pieces annually for corporate clients in Chile and Latin America.
• Broadcasting Content amplification service distributing client messages through Cars & Coffee's owned channels, reaching an audience of over 25 million fans and enthusiasts.
• Community Management Digital communication strategy services for clients including content pillars, messaging frameworks, content scheduling, and audience interaction.
• Corporate Events Custom event design and implementation services for brands, connecting corporate clients with stakeholders through automotive passion experiences at C&C gatherings.
• The Marketplace External marketplace platform linked from the Cars & Coffee Chile website for automotive enthusiasts, operated as an associated destination for the community.

Quantifiable outcome

• 25+ million fans reached through broadcasting
• +2 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

Partnerships

18 partnerships are on record, tiered core and minor.

• Kaufmann / Mercedes-Benz ChilecoreGTM or Marketing PartnerMain sponsor for multiple years. Kaufmann/Mercedes-Benz consistently serves as Main Sponsor for C&C events including Top Marques, Festival of Speed, and Hall of Fame. The brand showcases vehicles, hosts VIP experiences, and activates at events reaching thousands of automotive enthusiasts.
• MichelincoreGTM or Marketing PartnerLong-standing Main Sponsor for multiple seasons. Michelin has been a consistent partner supporting C&C events as Main Sponsor, providing branding at events and support for rally competitions.
• Lavazza / ICB Food ServicecoreGTM or Marketing PartnerOfficial coffee brand partner for C&C Chile for over 4 years. Lavazza provides coffee and hospitality at events, serving as official coffee sponsor during events.
• Sheraton HotelscoreStrategic or Co-development PartnerMulti-year collaboration hosting Spring Rally events. Sheraton Santiago and Sheraton Miramar serve as venues for rally departures, arrivals, and hospitality. Partnership enables exclusive locations for regularity rally competitions.
• Autódromo Internacional de CodeguacoreStrategic or Co-development PartnerPrimary circuit partner for Festival of Speed events. The racetrack provides the venue for C&C's largest track-day events, serving as the home for annual Festival of Speed celebrations.
• Club de Golf MapochocoreStrategic or Co-development PartnerVenue partner for Top Marques and Hall of Fame events. The club's facilities host the premium concours d'elegance events, providing golf course grounds for vehicle displays and gala venues.
• DS AutomobilesminorGTM or Marketing PartnerMain Sponsor for 2019. DS Automobiles was featured as Main Sponsor with presence at events and anticipated involvement in Formula E.
• New ManminorGTM or Marketing PartnerRecurring partner across multiple years and events. New Man provides sponsorship support at various C&C events.
• Tag HeuerminorGTM or Marketing PartnerWatch brand partner supporting C&C events with prize contributions and brand activation at concours and rally events.
• Universidad Técnica Federico Santa MaríacoreStrategic or Co-development PartnerLong-standing venue partner for Concurso de las Naciones events. The university's Vitacura campus has hosted the annual concours d'elegance since 2013.
• BridgestoneminorGTM or Marketing PartnerMain Sponsor for Festival of Speed 2016 and recurring supporter. Provided tire support and branding at track events.
• TicketplusminorChannel Partner/ Reseller/ DistributorOfficial ticketing partner for event entry sales. Ticketplus handles ticket distribution for Top Marques and other C&C events.
• RedlineminorGTM or Marketing PartnerRecurring sponsor and partner across multiple events. Redline provides product support and sponsorship at various C&C gatherings.
• CoryminorGTM or Marketing PartnerFood service partner providing breakfast and hospitality at events. Partner for Meet & Drive and concours events.
• Café IllyminorGTM or Marketing PartnerCoffee partner for early events. Illy provided café and breakfast services before Lavazza partnership.
• Cars & Coffee ItalyminorStrategic or Co-development PartnerInternational Cars & Coffee franchise connection. Francesco Canta, founder of Cars & Coffee Italy, was guest of honor at Festival of Speed 2016.
• Hotel W SantiagominorStrategic or Co-development PartnerVenue for W - Hall of Fame 2019 event. Hotel provided luxurious salon spaces for displaying top 50 collector vehicles.
• Estancia El CuadrominorStrategic or Co-development PartnerWine Routes event venue in Casablanca Valley. Hosted elegant concours at the estate with wine tastings and gourmet dining.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Petrolicious: Automotive media and events brand producing premium video content, Drivers Club events, and concours-style gatherings for enthusiasts. Overlaps with Cars & Coffee's content production and live event portfolio, though more digitally native.

Direct peers

• Monterey Car Week: Annual week of automotive events in Monterey, California, including concours, auctions, races, and brand activations. Comparable to Cars & Coffee's multi-event calendar (Festival of Speed, Top Marques, Spring Rally) as a clustered auto-events platform.
• Concorso d'Eleganza Villa d'Este: Annual historic car concours held at Lake Como, Italy. Closely comparable to Cars & Coffee's Concurso de las Naciones in concours format, elegance judging categories, and premium sponsorship ecosystem.
• Top Marques Monaco: Top Marques Monaco is a luxury auto show featuring supercars, brand experiences, and high-net-worth audiences. The Cars & Coffee Chile 'Top Marques' event uses the same brand identity and concept, making it a near-direct counterpart.
• Goodwood (Festival of Speed & Revival): Goodwood's Festival of Speed and Goodwood Revival are premier automotive enthusiast events combining motorsport, concours, and brand experiences. Highly comparable to Cars & Coffee's Festival of Speed and concours-format events in audience, premium positioning, and sponsor mix.
• Cars & Coffee (USA): The original Cars & Coffee community founded in Los Angeles in 2006. Cars & Coffee Chile is its Chilean franchise chapter, operating the same enthusiast-meetup concept and brand family.
• Pebble Beach Concours d'Elegance: The flagship annual concours d'Elegance gathering collector vehicles in a premium venue. Directly comparable to Cars & Coffee's Top Marques and Concurso de las Naciones in format, audience (affluent collectors), and brand-activation economics.
• Cars & Coffee Italy: Italian chapter of the Cars & Coffee franchise founded by Francesco Canta, who has appeared as guest of honor at Chilean events. Operates enthusiast meets, rallies, and concours in a parallel structure to Cars & Coffee Chile.

Regional players

• Rétromobile: Major classic and collector car show held annually in Paris. Comparable in scope (concours, dealer displays, brand activations) and sponsor mix, but serves the European market rather than LatAm.
• Salon Internacional del Automóvil (Santiago International Motor Show): Periodic Santiago-based auto show featuring OEM displays and consumer-facing automotive experiences. Comparable as a domestic Chilean venue competing for automotive brand marketing budgets, though more OEM-manufacturer-driven than enthusiast-led.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/carsandcoffeechile
• Xx.com/CarsandCoffeeCL
• Facebookfacebook.com/carsandcoffeechile
• LinkedInlinkedin.com/company/carsandcoffeechile

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Cars & Coffee