Hoet Peinemann Automotive

What Hoet Peinemann Automotive does

Hoet Peinemann Automotive (HPA Africa) is a West African commercial vehicle importer, dealer, and service provider founded in 2016 as a joint venture between TheTruckCompany (Netherlands) and Peinemann Mobilift Group (Netherlands). The company operates physical sales and service centers in Abidjan (Côte d'Ivoire) and Tema (Ghana), with a European coordination office in Hooglede, Belgium, and serves fleet operators and logistics companies across the region. It is the exclusive official importer of new DAF Trucks in both Ivory Coast and Ghana and complements that franchise with a multibrand offering of certified pre-owned European trucks, tractor heads, semi-trailers, and vans.

The business runs on five revenue streams: (1) one-time sales of new DAF trucks, (2) one-time sales of certified used commercial vehicles from multiple European manufacturers, (3) recurring vehicle leasing with flexible down payments, fixed rates, and 72-hour financing approval, (4) maintenance, repair, and service performed by DAF-trained technicians at modern workshops, and (5) parts sales of 100% original DAF components plus tyres from Pirelli, Goodyear, Michelin, and others. The company holds a stock of 200+ vehicles, including 91 certified used DAF trucks and 4 new DAF units, demonstrating significant capital intensity in inventory.

The go-to-market is a hybrid of enterprise field sales and channel-driven distribution. Direct field sales target fleet operators in West Africa from the Abidjan and Tema centers, while the DAF manufacturer relationship provides brand authority, factory support, and supply chain access. Marketing relies on the company website (hpa.eu) for stock browsing, WhatsApp for direct customer communication, and Google Reviews and word-of-mouth for trust-building. Pricing is not publicly disclosed. Underlying technology is conventional for the sector: there is no proprietary software platform, no mobile app, and no AI/ML component disclosed in source data.

Name

Hoet Peinemann Automotive

Legal name

HP Automotive CI

Website

https://hpa.eu

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Commercial Vehicle Dealership

NAICS

Automotive Equipment Rental and Leasing (5321)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Heavy-duty truck, trailer & commercial vehicle parts distribution (CRAOANAJ)

akta.pro secondary industry

Export & Cross-Border Fleet Resale (Compliance, Documentation) (TLABAKAJ)

Keywords

• Commercial vehicle dealership
• Heavy-duty truck sales
• Truck leasing services
• Vehicle maintenance repair
• Commercial vehicle parts

Headquarters

HQ city

Hooglede

HQ country

Belgium

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new DAF trucks and commercial vehicles imported from Europe. HPA Africa is the exclusive official importer of new DAF models in Ivory Coast and Ghana.
2. Used Vehicle Sales: Sale of certified pre-owned commercial vehicles including tractor heads, trucks, semi-trailers, and vans from European manufacturers. The multibrand offering provides access to a broad range of reliable European makes.
3. Vehicle Leasing: Flexible leasing plans for trucks and tractor heads from leading brands. Designed to protect cash flow with flexible down payments, clear financing, and fixed rates with no hidden fees.
4. Maintenance and Service: Maintenance, repairs, and service for commercial vehicles performed by DAF-trained technicians at modern workshops. Includes calibrations, alignments, brake service, oil changes, and tyre mounting.
5. Parts Sales: Sale of 100% original DAF parts with warranty. Also sells tyres from major brands including Pirelli, Goodyear, Michelin, and others.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Hoet Peinemann Automotive (HPA Africa) imports, sells, leases, and services new and certified pre-owned heavy-duty commercial vehicles — primarily DAF trucks, tractor heads, semi-trailers, and vans — for fleet operators and logistics companies in Ivory Coast and Ghana. The company operates as the exclusive official DAF importer in those markets, runs modern workshops staffed by DAF-trained technicians, supplies 100% original DAF parts, and offers flexible leasing with 72-hour financing approval.

Product overview

Hoet Peinemann Automotive operates as a multibrand commercial vehicle dealership and leasing company serving West Africa. The core offering consists of new DAF trucks (as the exclusive official DAF importer) alongside certified pre-owned trucks from multiple European brands. The company provides vehicle leasing with flexible financing options, and maintains operations in both Ivory Coast and Ghana. Services include maintenance, repairs, tyre sales and mounting, and original parts supply through a modern workshop facility.

Differentiator

Problem solved

Functional benefit

Products and services

• New DAF Trucks
• Certified Used Trucks Certified pre-owned commercial vehicles from multiple European brands, imported with official inspection, verified mileage, and European technical testing documentation. Targeted at fleet operators seeking reliable second-hand heavy-duty equipment.
• Vehicle Leasing Flexible leasing plans for trucks and tractor heads from leading brands, with flexible down payment options, fixed-rate financing, no hidden fees, and a 72-hour financing approval process. Designed to help fleet operators preserve cash flow.
• Semi-Trailers Semi-trailers configured for demanding West African routes, available for sale and through financing options. Targeted at commercial transport operators in Ivory Coast and Ghana.
• Vehicle Maintenance and Repair Services Maintenance and repair services for commercial vehicles, including brakes, oil changes, calibrations, alignments, tyre mounting, and other specialized service. Performed by DAF-trained technicians at modern workshop facilities in Abidjan and Tema.
• Original DAF Parts 100% original DAF parts supplied with warranty, available for purchase and replacement at HPA service centers. The offering also extends to major-brand tyres (Pirelli, Goodyear, Michelin, and others).

Quantifiable outcome

• Financing approval in 72 hours
• +2 more outcomes

Named customers1 record

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

Three partnerships are on record, tiered core and flagship.

• TheTruckCompanycoreStrategic or Co-development Partner · 1 January 2016Co-founder and joint venture partner. HPA Africa was established as a joint venture between TheTruckCompany and Peinemann Mobilift Group. TheTruckCompany contributes European commercial vehicle expertise and access to their inventory and network.
• Peinemann Mobilift GroupcoreStrategic or Co-development Partner · 1 January 2016Co-founder and joint venture partner. Combined with TheTruckCompany to establish HPA Africa for serving the West African market with commercial transport solutions.
• DAF TrucksflagshipChannel Partner/ Reseller/ DistributorExclusive official importer of new DAF models in Ivory Coast and Ghana. Includes direct factory support, certified used truck inspections, maintenance by DAF-trained technicians, and 100% original parts with warranty. Currently stocks 91 certified used DAF trucks and 4 new DAF trucks.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Sinotruk: Chinese heavy-duty truck manufacturer expanding aggressively across Africa. Competes with HPA at the lower-priced end of the new and used truck market in West Africa, particularly for budget-conscious fleet operators.

Direct peers

• IVECO: European commercial vehicle OEM (trucks and vans) with established African dealer footprint. Competes with HPA in both new sales and certified used truck supply for fleet operators in CI and Ghana.
• Mercedes-Benz Trucks: Daimler Truck's heavy-duty brand with premium positioning and African dealer network. Targets the same enterprise fleet customers as HPA and competes on brand prestige, financing, and parts availability.
• Tata Motors (Africa operations): Indian commercial vehicle OEM with growing African distribution, including West Africa. Competes with HPA in the price-sensitive mid- and heavy-duty segment that HPA addresses through its multibrand used-truck offering.
• MAN Truck & Bus: Volkswagen Group-owned heavy-duty truck brand with presence across Africa. Directly competes with HPA's DAF franchise for fleet procurement contracts in West African logistics, mining, and construction segments.
• Ashok Leyland: Indian commercial vehicle OEM with African distribution partnerships. Targets similar fleet-operator customers as HPA, especially in price-sensitive segments across West African logistics and construction.
• Volvo Trucks (Africa operations): Global heavy-duty truck OEM with active sales and service operations in West Africa. Targets the same premium fleet-operator segment as HPA, competing on reliability, financing packages, and aftermarket support.
• CFAO Motors: Pan-African automotive and equipment distributor operating across more than 30 African countries, including commercial vehicle sales, leasing, parts, and after-sales. Direct competitor to HPA in West Africa as a multibrand vehicle distributor with similar dealer/importer economics.
• Tractafric Motors: Subsidiary of CFAO Group focused on vehicle distribution and after-sales across Africa, including commercial vehicles. Competes with HPA in West African markets via multibrand new and used vehicle sales plus service support.
• Scania West Africa: European heavy-duty truck OEM with established dealer and service networks in West Africa. Competes head-to-head with HPA/DAF for fleet sales, leasing, and after-sales contracts with logistics operators in CI and Ghana.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HPA.eu
• LinkedInlinkedin.com/company/hpa-eu

Revenue estimate

Valuation estimate

Number of profiles

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 Hoet Peinemann Automotive