Altitude

What Altitude does

Groupe Altitude is a privately held French automotive dealership group founded in 2003, headquartered in Lyon, France, and operating six physical dealership locations across the Auvergne-Rhône-Alpes region (Vienne, Saint-Étienne, Roanne, Villefranche-sur-Saône, Limonest, and Mâcon). The group holds exclusive franchise rights from BMW Group to retail BMW, BMW M, and MINI vehicles, including the new BMW iX3 and the fully electric MINI lineup, alongside a pre-owned inventory of 199 used vehicles and 28 demonstration vehicles.

The business operates as a traditional full-service automotive retailer with five revenue streams: new and used vehicle sales, in-house financing solutions, insurance products, after-sales services (workshop, maintenance, bodywork, valet), and parts and accessories. It serves two primary customer segments — individual consumers (particuliers) purchasing personal vehicles, and business professionals (professionnels) requiring fleet and corporate mobility solutions, with a dedicated Business Center for the latter. Additional commercial activity includes wholesale parts supply to independent automotive repairers (MRA) and a customer loyalty program branded as Altitude Experience.

The go-to-market is a field-sales enterprise model with physical showrooms, supplemented by an online storefront for inventory browsing, test-drive requests, and workshop appointment booking, plus organic social media marketing across LinkedIn, Instagram, YouTube, TikTok, Facebook, and Pinterest. Supporting functions are delivered through the Services + by Altitude sub-brand. The underlying technology is conventional dealer management with no disclosed AI, API, or proprietary software platforms; revenue figures and ownership structure beyond the company being privately held are not disclosed in the source material.

Name

Altitude

Legal name

Groupe Altitude

Website

https://groupe-altitude.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

Groupe Altitude is a privately held French automotive dealership group that retails BMW, BMW M, and MINI vehicles across six locations in the Auvergne-Rhône-Alpes region, serving both individual consumers and business/fleet customers with new and used vehicle sales, financing, insurance, and after-sales services.

Ownership category

akta.pro rank

Headquarters

HQ city

Vienne

HQ country

France

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales (New and Used): Primary revenue stream from selling new BMW, BMW M, and MINI vehicles along with used vehicles. The dealership maintains significant inventory across multiple locations.
2. Financing Solutions: In-house financing services to help customers purchase vehicles, with or without down payment, tailored solutions for both individuals and professionals.
3. Insurance Services: Complete range of insurance products and guarantees designed to protect vehicle owners.
4. After-Sales Services: Maintenance, repair, spare parts, bodywork services, and valet services through workshop appointments.
5. Parts and Accessories: Sale of spare parts and accessories for vehicle maintenance and customization.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Groupe Altitude is a French multi-brand automotive dealership group operating six locations in the Auvergne-Rhône-Alpes region. It sells new BMW, BMW M, and MINI vehicles, as well as pre-owned and demonstration vehicles, and provides financing, insurance, workshop maintenance, spare parts, bodywork, valet service, and dedicated support for independent automotive repairers (MRA).

Product overview

Altitude is a regional multi-brand car dealership network representing BMW, BMW M, and MINI brands across 6 locations in the Auvergne-Rhône-Alpes region of France. The company operates as a traditional automotive dealership offering a comprehensive vehicle lifecycle platform consisting of: (1) New vehicle sales for BMW, BMW M, and MINI brands including the full-electric MINI lineup and the new iX3; (2) Certified pre-owned and demonstration vehicle sales (199+ vehicles) with quality labels and warranties; (3) Financial services including vehicle financing and insurance solutions for both private individuals and professionals; (4) After-sales services including workshop maintenance, parts supply, bodywork, and dedicated services for independent repairers. The product portfolio functions as an integrated dealership ecosystem rather than a software platform.

Differentiator

Problem solved

Functional benefit

Brands

• Services + by Altitude: Additional services including valet service, parts and accessories, integrated bodywork, and dedicated MRA (independent repairers) services

Products and services

• New BMW Vehicles Sales of new BMW passenger vehicles including electric, hybrid, diesel, and petrol powertrains (BMW X1, X3, Series 1, i4, iX3, etc.) to individual consumers and professionals across six dealership locations.
• New BMW M Vehicles Sales of BMW's high-performance M sub-brand models including M2, M3, M4, M5, and XM to customers seeking motorsport-derived premium vehicles.
• New MINI Vehicles Sales of new MINI vehicles (Cooper, Countryman) including the fully electric MINI lineup to individual and professional customers.
• Used and Demonstration Vehicles Sales of pre-owned and demonstration vehicles across brands (primarily BMW and MINI) with various powertrains, plus a dedicated used vehicle center in Limonest, offered with certified quality labels and warranties.
• Vehicle Financing Solutions Tailored vehicle financing solutions (with or without down payment) for individuals and professionals purchasing new or used vehicles, helping customers structure payment plans.
• Vehicle Insurance Solutions Comprehensive insurance products and guarantees designed to protect vehicle owners with a complete range of coverage options.
• Workshop Maintenance and Repair Vehicle maintenance, repair, and mechanical servicing across all dealership workshops, bookable online, for BMW, MINI, and other brand owners in the region.
• Spare Parts and Accessories Sale and ordering of original spare parts and accessories for vehicle maintenance, repair, and customization of BMW, MINI, and related vehicles.
• Services + by Altitude (Valet, Bodywork, MRA Support) Bundle of value-added services including valet (driver) service, integrated bodywork/carrosserie, parts and accessories ordering, and dedicated support for independent automotive repairers (MRA - Réparateurs Automobiles Indépendants).
• Business Center (Professional and Fleet Services) Dedicated sales and support channel for companies, self-employed professionals, and fleet customers offering fleet purchases, business-tailored financing, professional maintenance contracts, and account management.
• Certified Pre-Owned Labels and Warranties Quality labels and warranty programs attached to selected pre-owned vehicles, providing buyers with additional assurance on exceptional used cars.
• Dedicated MRA (Independent Repairer) Services Services specifically designed for independent automotive repairers (Réparateurs Automobiles Indépendants) providing them with access to genuine BMW/MINI parts, ordering, and technical support.
• Altitude Experience Loyalty Program Customer loyalty program rewarding repeat purchases and after-sales engagement across the Groupe Altitude dealership network.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• LA FABRIQUE DU SKIminorStrategic or Co-development Partner · 1 January 2016Altitude supports LA FABRIQUE DU SKI, an innovative company that designs, manufactures, and commercializes skis in its own factory in France, in the heart of the Vercors massiff at Villard-De-Lans. The company produces skis with bamboo cores that won medals at the 2018 Pyeongchang Winter Olympics. Former Olympic champion Marie Martinod joined the company in 2016.
• RIMA AYADminorStrategic or Co-development PartnerAltitude supports RIMA AYAD, French boxing champion and WBA Continental champion, in her journey toward world championships and the Paris 2024 Olympics.
• Association RêvesminorStrategic or Co-development PartnerAltitude continues its commitment to helping children, particularly through Association Rêves which does exceptional work enabling seriously ill children to fulfill their dreams.
• Jazz à VienneminorStrategic or Co-development PartnerAltitude Group invites approximately 100 customers each year in June to the JARDINS DU JAZZ and the THÉÂTRE ANTIQUE DE VIENNE for Jazz à Vienne festival, a cultural evening event.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• D'Ieteren Group: Belgian-listed automotive group encompassing vehicle distribution (including premium brands) and aftermarket services. Comparable as an integrated dealer-services platform with premium OEM relationships, operating across multiple European markets rather than regionally.
• Inchcape plc: London-listed global automotive distributor and retailer representing premium OEMs across multiple markets. Comparable as a broad incumbent in premium-brand automotive distribution, though operating at significantly larger scale and across geographies rather than a single French region.
• Emil Frey Group: Switzerland-based pan-European multi-brand automotive retail and distribution group with significant premium-brand exposure. Comparable as an established incumbent operating across multiple premium franchises with the same integrated sales-service-financing model.

Regional players

• Pendragon plc: UK automotive retailer operating a multi-franchise dealership network. Comparable as a regionally-focused premium-and-volume dealership operator with a similar vertically integrated service offering, though operating in the UK rather than France.

Others

• Cox Automotive: Global automotive services and technology provider offering dealer software, remarketing, and parts/logistics solutions. Comparable as an ecosystem enabler adjacent to dealership operations rather than a direct competitor — useful for understanding digital tooling and used-vehicle remarketing benchmarks relevant to Altitude.

Direct peers

• ByMyCar: One of France's largest multi-brand automotive dealer groups operating across multiple regions with both volume and premium brands. Comparable as a French multi-brand dealer network with similar services (sales, financing, after-sales) but at materially larger scale.
• Mary Automobiles: French multi-brand automotive dealer group with a regional footprint and full-service offering (new/used vehicles, financing, after-sales). Comparable to Altitude in business model, customer segments, and dealership-style operations, though typically larger and broader in geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/AltitudeBMWMINI
• YouTubeyoutube.com/channel/UCc3Ju5VtnKXED8X3ofvi8yQ
• Facebookfacebook.com/BmwAltitude42
• LinkedInlinkedin.com/company/groupe-altitude---concessions-auto-et-moto
• Instagraminstagram.com/bmwminialtitude/?hl=fr
• Pinterestpinterest.fr/GroupeAltitudeBMWMINI
• TikToktiktok.com/@bmwminialtitude

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 Altitude