Magicar

What Magicar does

Magicar S.r.l. is a privately held Italian multi-brand automotive dealership headquartered in Grottammare (Marche region) with a secondary showroom in Ascoli Piceno. Founded in 1997 and operating with 1–10 employees, the company functions as an authorized dealer ("concessionaria ufficiale") for Kia and Aixam-Mega new vehicles, and provides authorized after-sales service for Kia, Toyota, Mazda, Mitsubishi, Mahindra, and SsangYong. Magicar addresses the full vehicle lifecycle in its regional catchment, spanning new car sales, used and KM0 (nearly-new) vehicle sales, authorized maintenance and repair, original parts and accessories, and both short-term and long-term rental services.

The company's product portfolio runs from economy city cars (Kia Picanto from €17,800, Aixam microcars) through SUVs (Sportage, Sorento) and into a full Kia electric vehicle lineup (EV2–EV9 plus PV5 Passenger). Underlying technology is limited to a website-based vehicle configurator and inventory management system; there is no proprietary AI, no public API, and no mobile application. The business operates through two physical retail locations with extended weekday and Saturday hours, supplemented by an online lead-capture layer (quote requests, test drive booking, social sharing) and a WhatsApp contact channel.

Magicar's go-to-market is sales-led and relationship-driven, anchored on walk-in showroom traffic, manufacturer brand recognition, and monthly promotional campaigns. Revenue is generated across five streams: new vehicle sales, used/KM0 vehicle sales, authorized after-sales service and maintenance, parts and accessories, and vehicle rental (short and long term, including an Aixam fleet with Agos consumer financing). Pricing is per-vehicle and per-unit; service and rental are quoted on request. The primary customer segment is individual retail buyers in the Ascoli Piceno province, with a secondary segment of business and fleet customers. Email domain references (@driveinsrl.it) suggest operational alignment with a related "Drive In" group entity, though Magicar S.r.l. is the disclosed legal entity with VAT IT 02174700449.

Name

Magicar

Legal name

Magicar S.r.l.

Website

https://gruppodriveinmagicar.it

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Magicar S.r.l. is a privately held Italian multi-brand automotive dealership in Grottammare and Ascoli Piceno, selling new Kia and Aixam vehicles, used and KM0 cars, and providing authorized service, parts, and rental to retail and business customers in the Marche region.

Ownership category

akta.pro rank

Headquarters

HQ city

Grottammare

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new vehicles from authorized brands including Kia, Aixam-Mega, and other multi-brand vehicles. The dealership offers vehicle configuration services and sells new cars at manufacturer list prices with optional accessories.
2. Used and KM0 Vehicle Sales: Sale of pre-owned vehicles and nearly-new (KM0) cars with warranties. The dealership purchases used cars directly and offers trade-in evaluation services.
3. After-Sales Service and Maintenance: Authorized multi-brand maintenance and repair services for Kia, Toyota, Mazda, Mitsubishi, Mahindra, and SsangYong vehicles. Includes seasonal maintenance checks, original parts replacement, and warranty services.
4. Parts and Accessories: Sale of original Kia parts and accessories through authorized service center.
5. Vehicle Rental: Long-term and short-term vehicle rental services, including Aixam fleet rental with Agos financing options.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Magicar is a multi-brand authorized car dealership that sells new vehicles (primarily Kia, Aixam-Mega, Mahindra, Mitsubishi) as well as used and KM0 nearly-new vehicles through two physical showrooms in Grottammare and Ascoli Piceno, Italy. It also provides authorized multi-brand maintenance and repair services, sells original Kia parts and accessories, and offers both short-term and long-term vehicle rental including an Aixam fleet with Agos financing.

Product overview

Magicar is a multi-brand car dealership operating in Grottammare and Ascoli Piceno, Italy. The company offers a unified automotive retail and service platform centered on new vehicle sales (KIA, Aixam-Mega, with access to Mahindra and Mitsubishi), backed by a full suite of after-sale services including authorized maintenance, parts supply, and rental programs. The portfolio spans economy cars (Picanto, Stonic) through electric vehicles (EV2-EV9, EV5, EV6, EV9) and commercial transport (PV5 Passenger), complemented by used vehicle sales, KM0 near-new stock, and both short-term and long-term rental options. All services are delivered through two physical dealership locations with an integrated online vehicle browsing and inquiry system.

Differentiator

Problem solved

Functional benefit

Products and services

• KIA New Vehicle Sales Sale of new Kia vehicles (Picanto, Stonic, XCeed, Niro HEV/PHEV/EV, Sportage, Sorento, EV2, EV3, EV4, EV5, EV6, EV9, PV5 Passenger) at manufacturer list prices, ranging from €17,800 to €83,500 including VAT, available to private buyers and businesses in the Marche region.
• Aixam-Mega New Vehicle Sales Sale of new Aixam-Mega microcars and electric vehicles (e.g., City eCity Pack Ambition, E-Scouty EVO) for immediate delivery (Pronta Consegna) at the Ascoli Piceno location, targeted at customers seeking compact or light quadricycle vehicles.
• Used Vehicle Sales Sale of certified pre-owned vehicles from multiple brands including Kia, Ford, Peugeot, Opel, Jeep, SsangYong, Dacia, Mercedes-Benz, and SEAT, with prices individually set by condition, mileage, and age, including models eligible for newly licensed drivers (neopatentati).
• KM0 (Nearly-New) Vehicle Sales Sale of nearly-new (KM0) vehicles with minimal mileage, including Aixam City and Mega E-Scouty models, sold with warranties and treated as a hybrid between new and used offerings.
• Authorized Vehicle Maintenance and Repair Authorized multi-brand maintenance and repair service for Kia, Toyota, Mazda, Mitsubishi, Mahindra, and SsangYong vehicles, including seasonal checks, Kia Summer check-up, original parts replacement, and warranty work performed by manufacturer-trained technicians.
• Original Kia Parts and Accessories Sale of genuine manufacturer Kia parts and accessories through the authorized service center, available to Kia owners in the Ascoli Piceno region.
• Long-Term Vehicle Rental (Noleggio a Lungo Termine) Subscription-based long-term vehicle rental and leasing service offered to both individual and business customers, with pricing available upon request and supporting fleet mobility needs.
• Short-Term Vehicle Rental (Noleggio a Breve Termine) Short-term vehicle rental service including an Aixam rental fleet, with payment plans available through Agos financing for customers in the Marche region.
• Used Vehicle Buyback and Evaluation Service that provides a free evaluation and immediate purchase of customers' used vehicles, used as both an acquisition channel for inventory and a trade-in facilitation tool for buyers of new or used cars.

Quantifiable outcome

• 7-year warranty/150,000 km available on Kia vehicles (per manufacturer terms)
• +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

Partnerships

Seven partnerships are on record, tiered core and minor.

• KiacoreChannel Partner/ Reseller/ DistributorKia is Magicar's primary brand as an official authorized dealership. Magicar sells new Kia vehicles including the full model range from Picanto to EV9, provides authorized maintenance and repairs, and stocks genuine Kia parts and accessories.
• Aixam-MegacoreChannel Partner/ Reseller/ DistributorAixam-Mega is a primary brand for Magicar's new vehicle sales, particularly for city cars and micro vehicles. Magicar offers Aixam vehicles for immediate delivery and operates an Aixam rental fleet with Agos financing options.
• ToyotaminorChannel Partner/ Reseller/ DistributorToyota is listed as an authorized service brand at Magicar's facilities, providing maintenance and repair services for Toyota vehicles in the Ascoli Piceno province.
• MazdaminorChannel Partner/ Reseller/ DistributorMazda is listed as an authorized service brand at Magicar, providing maintenance and repair services for Mazda vehicles.
• MitsubishiminorChannel Partner/ Reseller/ DistributorMitsubishi is listed as one of the brands for which Magicar provides authorized multi-brand assistance services.
• MahindraminorChannel Partner/ Reseller/ DistributorMahindra is listed as a brand for which Magicar provides authorized multi-brand assistance services and previously as an official dealership brand.
• SsangYongminorChannel Partner/ Reseller/ DistributorSsangYong is listed as a brand for which Magicar provides authorized multi-brand assistance services.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Leasys (Stellantis): Major Italian long-term rental and leasing operator. Competes with Magicar's long-term rental line via scale advantages and OEM parent backing.
• Volvo Car Italia Dealer Network: OEM-level authorized dealer network operating across Italy. Comparable to Magicar as a benchmark for how an OEM structures its sales/service franchise relationships in the Italian market.

Direct peers

• Gruppo Bossoni: Multi-brand Italian dealer group with authorized sales and service across multiple brands. Operates with the same dealership model as Magicar but at larger scale, often serving adjacent regions in central-northern Italy.
• Carpoint (Gruppo Eurocar): Italian dealer group for premium and volume brands. Comparable to Magicar in offering authorized multi-brand sales and aftersales, though with a different geographic footprint.
• Gruppo Fassina: Italian multi-brand automotive dealer group operating sales and authorized service for multiple OEMs. Comparable to Magicar in business model (multi-brand authorized sales and service) but with broader regional coverage.
• Autotorino: One of Italy's largest multi-brand dealer groups with locations across northern and central Italy. Directly comparable to Magicar as a multi-brand authorized retailer, though at materially larger scale and broader geographic reach.
• Drivalia: Italian mobility and rental/leasing company offering short- and long-term rental subscriptions. Directly comparable to Magicar's rental revenue line, though at much larger scale and broader brand coverage.
• Barchetti Group: Large Italian dealer group with multi-brand authorized sales and service operations. Same fundamental business model as Magicar, serving Italian retail and business customers across multiple provinces.

Emerging players

• Auto1 Group: European digital used-car platform with significant Italian operations. Competes with Magicar in used vehicle sourcing and retail by aggregating supply through a technology-driven model rather than physical dealerships.
• Brumbrum: Italian online-first used car retailer that delivers cars directly to customers. Comparable to Magicar's used vehicle business but competes via a digital, no-showroom model that pressures traditional dealerships.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/magicarsrl
• LinkedInlinkedin.com/company/magicar-srl

Compliance2 records

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 Magicar