What Roxa Group does

Grupo Roxa is a family-owned diversified business group headquartered in Palma de Mallorca, Spain, operating across three divisions: automotive retail, hospitality, and real estate. Founded in 1942 by Jordi Rosselló Andréu as a tailoring business (sastrería), the group has grown over more than 75 years into a multi-vertical conglomerate that remains under Rosselló family ownership, with Jordi Rosselló Ramón serving as President and Joan Pla as CEO. The automotive division operates 19 owned dealership showrooms across Mallorca, Manacor, and Ibiza, representing 13+ brands including Volkswagen, SEAT, Cupra, Skoda, Opel, Citroën, Peugeot, KIA, Fiat, Abarth, and Silence electric scooters, supported by an after-sales network covering workshop, bodywork, painting, parts (ProService), and rent-a-car services. The hospitality division operates under Blau Hotels & Resorts and Roxa Hospitality brands, with resort properties in Mallorca (Colonia Sant Jordi, Punta Reina, Varadero, Arenal Habana Beach) and the 156-room Las Caldas Villa Termal complex in Asturias, alongside international development projects in Cuba and Punta Cana.

The group's combined revenue is approximately 220 million euros, with the automotive division alone generating 100 million euros in 2023 on 4,100 vehicles sold and 180 professionals. Revenue mechanics span one-time vehicle sales, recurring after-sales service contracts, hotel accommodation and event hosting, and rent-a-car services. The company has actively pivoted its automotive portfolio toward electric mobility, evidenced by the Opel Vivaro-e (International Van of the Year 2021), Cupra Born, Opel Corsa/Mokka/Astra electric models, and the Skoda Elroq world premiere hosted at Autos Mistalia in November 2024.

The company's strategic posture shifted materially in July 2024 when Movento (division of Moventia) acquired a controlling stake in the Volkswagen Group dealerships (Volkswagen, VW LCV, SEAT, CUPRA, SKODA, Das WeltAuto, and ProService), covering eight dealerships across Palma and Manacor. This alliance gave Grupo Roxa access to a broader distribution network with near 20 brands and 27,000 annual vehicle sales, while Grupo Roxa retained its non-VW automotive operations (Opel, Citroën, Peugeot, KIA, Fiat, Abarth, Silence) and its hospitality and real estate divisions. The group has won multiple industry recognitions including Best Opel Dealer 2024 from Stellantis, Cum Laude 2021 from Volkswagen for best after-sales service in Spain, and Skoda Autos Mistalia's recognition as best dealer in Spain.

Name

Roxa Group

Legal name

ROXA S.L.

Website

https://roxa.es

Company type

Private

Founded year

1942

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Roxa Group is a family-owned diversified conglomerate based in Mallorca, Spain, operating 19 automotive dealerships (13+ brands), hospitality properties (Blau Hotels, Las Caldas Villa Termal), and real estate, serving consumers in the Balearic Islands.

Ownership category

akta.pro rank

Headquarters

HQ city

Palma De Mallorca

HQ country

Spain

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Automotive Sales: New vehicle sales across multiple brands including Volkswagen, SEAT, Cupra, Skoda, Opel, Citroën, Peugeot, KIA, Fiat, Abarth, and Silence electric scooters. Dealerships include Skoda Autos Mistalia, Awauto Volkswagen, Blau Motors SEAT/Cupra, Isleña de Motores Opel, Cormotor, Tracxioncars KIA, Auto Yabisa Peugeot/Citroën, Pitiusa Motors Fiat, and Silence Mallorca
2. After-Sales Services: Workshop services including maintenance, bodywork, painting, and official parts supply (ProService) across all dealership locations
3. Hospitality Operations: Hotel management and operations under Blau Hotels for Holidays and Roxa Hospitality brands including resorts in Mallorca (Colonia Sant Jordi, Punta Reina, Varadero, Arenal Habana Beach), Las Caldas complex in Oviedo, and international projects in Cuba and Punta Cana
4. Rent-a-Car Services: Vehicle rental services providing integral service to automotive customers

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Roxa Group is a diversified family-owned conglomerate operating automotive dealerships, hotels and resorts, and real estate activities in Spain. The automotive division runs 19 multi-brand dealerships across Mallorca, Manacor, and Ibiza representing 12+ brands (Volkswagen, SEAT, Cupra, Skoda, Opel, Citroën, Peugeot, KIA, Fiat, Abarth, Silence) with full after-sales services, workshop, bodywork, painting, parts (ProService), and rent-a-car. The hospitality division operates Blau Hotels & Resorts properties in Mallorca and the Las Caldas Villa Termal thermal resort complex in Asturias under the Roxa Hospitality brand.

Product overview

Grupo Roxa is a diversified business group with three main divisions: Automotive (car dealerships), Hospitality (hotel management), and Real Estate. The automotive division operates 19 dealerships across Mallorca, Manacor, and Ibiza representing 13 brands including Volkswagen, SEAT, Cupra, Skoda, Opel, Citroën, Peugeot, KIA, Fiat, Abarth, Das WeltAuto, and Silence electric scooters. The hospitality division operates under Roxa Hospitality and Blau Hotels & Resorts brands, managing hotels in Mallorca and the Las Caldas Villa Termal resort in Asturias. The company was founded in 1942 and offers comprehensive automotive services including sales, after-sales workshop, bodywork, painting, and Rent-a-Car.

Differentiator

Problem solved

Functional benefit

Products and services

• Volkswagen Dealership (Awauto) Official Volkswagen dealership in Mallorca offering new vehicles, commercial vehicles, and Das WeltAuto certified pre-owned services, recognized with Volkswagen Excellence Awards and Cum Laude 2021 for best after-sales service in Spain.
• Skoda Dealership (Autos Mistalia) Official Skoda dealership in Palma recognized as best in Spain, featuring the Skoda Elroq electric SUV (374-578 km range, 170-285 CV power) and selected for the world presentation of the new Elroq.
• SEAT and Cupra Dealership (Blau Motors) Official SEAT and Cupra dealership in Palma featuring the Cupra Born 100% electric vehicle (up to 548 km autonomy) and Copa del Rey sailing event sponsorship activities.
• Opel Dealership (Isleña de Motores) Official Opel dealership awarded Best Opel Dealer 2024 by Stellantis for quality, featuring a full electric vehicle lineup including Corsa, Astra, Mokka, and Grandland models.
• Citroën Dealership (Auto Yabisa) Citroën dealership in Ibiza recognized by Citroën España, featuring the Ami electric vehicle and serving the Ibiza island market.
• Peugeot Dealership (Auto Yabisa) Peugeot dealership in Ibiza recognized as market share leader for 2018 and 2019, competing nationally from the Ibiza island location.
• KIA Dealership (Tracxioncars) Official KIA dealership in Mallorca offering new KIA vehicles including the Kia Sportage and other models in the brand portfolio.
• Fiat and Abarth Dealership (Pitiusa Motors) Official Fiat and Abarth performance vehicle dealership in Ibiza serving the island market.
• Das WeltAuto (Used Vehicles) Volkswagen Group's certified pre-owned vehicle brand offered through Awauto Volkswagen, providing quality-assured used vehicles in Mallorca.
• Silence Electric Scooters (Silence Mallorca) Electric scooter brand for sustainable urban mobility offered through Silence Mallorca, expanding the EV portfolio beyond automobiles.
• Blau Hotels & Resorts Vacation hotel chain with multiple properties in Mallorca including Blau Colonia Sant Jordi, Blau Punta Reina Resort, Blau Varadero (Adults Only), and Blau Arenal Habana Beach.
• Las Caldas Villa Termal Thermal spa resort complex in Oviedo, Asturias featuring the 5-star Gran Hotel, 4-star Hotel Enclave (156 rooms total), Las Caldas Clinic wellness center, Balneario Real thermal circuit, Aquaxana eco-thermal space, convention center, and Viator restaurant.
• Gran Hotel Las Caldas 5-star luxury hotel within the Las Caldas Villa Termal complex offering premium accommodations and thermal spa services.
• ProService (Parts Supply) Official parts and accessories service for automotive group operations in the Balearic Islands, providing OEM replacement parts across all dealership brands.
• After-Sales and Rent-a-Car Services Comprehensive after-sales services including workshop, bodywork, painting, and integrated rent-a-car services supporting dealership customers across Mallorca, Manacor, and Ibiza.
• Roxa Hospitality Hotel Management Professional hotel management services offered to property owners, investment funds, and SOCIMIs under customizable modules, leveraging 30+ years of hospitality sector experience and supporting international projects.

Quantifiable outcome

• Leaders in retail sales in the Balearic Islands
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• Movento (Moventia)flagshipChannel Partner/ Reseller/ Distributor · 17 July 2024Strategic partnership through which Movento acquired controlling stake in Grupo Roxa's VW group dealerships including Volkswagen, Volkswagen LCV, SEAT, CUPRA, SKODA, DAS WELT AUTO, and PROSERVICE parts agency. Movento is a division of Moventia, a centenary multinational and reference in mobility sector owned by Martí family, with near 20 brands and 1,000 professionals. Eight dealerships included (six in Palma, two in Manacor) with projected 2024 volume of 700 million euros.
• Opel España (Stellantis)coreStrategic or Co-development Partner · 22 March 2024Partnership with Opel España for Eco Rallye event hosting. Official Opel Spain rally drivers Celso Roces and Hugo Velasco visited Isleña de Motores dealership during competition. Grupo Roxa participated with full electric vehicle lineup including Opel Astra, Opel Mokka, and Corsa electric vehicles.
• NyesacoreStrategic or Co-development Partner · 1 July 2019Partnership with Nyesa for development of two new hotels - a 4-star 100-room urban hotel in Moscow and a 250-room resort in Puntarenas, Costa Rica. Grupo Roxa assumes minority percentage of construction costs and management responsibility. Real estate division handles construction investment while hospitality division (Blau Hotels for Holidays) manages operations. Makes Roxa the first Spanish hotel chain to operate in Russian territory.
• Škoda AutocoreChannel Partner/ Reseller/ DistributorAutos Mistalia selected as the official dealership for world presentation of the new Škoda ELROQ electric SUV. Partnership includes exclusive dealership representation for Skoda brand in Mallorca, offering vehicles with up to 578km range and 170-285 CV power.
• Volkswagen Group SpaincoreChannel Partner/ Reseller/ DistributorAwauto Volkswagen dealership representing Volkswagen brand in Mallorca. Awarded Cum Laude 2021 for best after-sales service in Spain and Excellence Awards recognition. Now part of Movento partnership structure.
• SilenceminorChannel Partner/ Reseller/ DistributorSilence Mallorca dealership representing Silence electric scooters brand, expanding EV portfolio beyond automobiles to include urban mobility solutions.
• SEATcoreChannel Partner/ Reseller/ DistributorBlau Motors dealership representing SEAT and Cupra brands in Palma. Sponsoring Copa del Rey sailing event, hosted TOP SEAT PEOPLE competition winner Gabriel Lladó, and participates in SEAT dealer network activities.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Barceló Hotel Group: Major Spanish-origin hotel group with significant presence in Mallorca and the Balearic Islands. Comparable resort and leisure hospitality portfolio targeting similar Mediterranean tourism demand.
• Palladium Hotel Group: Spanish hotel chain with deep presence in the Balearic Islands and Mediterranean. Comparable resort operations in overlapping geographies with similar leisure-tourism demand drivers.
• Iberostar Hotels & Resorts: Major Spanish-origin hotel group with extensive resort operations in Mallorca and Mediterranean destinations. Comparable hospitality portfolio, customer segments and geographic exposure.
• Astara: International automotive mobility group with significant Spanish presence across distribution, retail and new mobility services. Comparable multi-brand automotive retail and distribution operations.
• Meliá Hotels International: Spain's largest hotel chain with substantial resort operations in Mallorca and other Mediterranean destinations. Comparable resort hospitality business targeting similar tourist and bleisure customer segments.
• Quadis: Major Spanish multi-brand automotive retail group with dealerships across Volkswagen, SEAT and other brands Grupo Roxa represents. Closely comparable franchised dealership model and target customer base.
• Bergé Auto: One of Spain's largest automotive distribution and dealership groups, with multi-brand representation including Volkswagen Group brands. Operates a similar franchised retail model at significantly larger national scale than Grupo Roxa.
• Moventia (Movento): Spanish mobility conglomerate that in July 2024 acquired a controlling stake in Grupo Roxa's VW-group dealerships. It is the most directly comparable multi-brand automotive distributor in Spain, with ~1,000 professionals, ~20 brands and ~27,000 vehicles sold annually.
• Ibericar: Spanish multi-brand automotive retail group representing Volkswagen and SEAT franchises. Directly comparable franchised dealer model and customer segments.

Broad incumbents

• Stellantis Spain: OEM upstream supplier to several brands Grupo Roxa represents (Opel, Citroën, Peugeot, Fiat, Abarth). Adjacent rather than competing directly, but its agency/direct-sales strategy materially affects dealer-level economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/gruporoxa
• Facebookfacebook.com/gruporoxafans
• LinkedInlinkedin.com/company/grupo-roxa-s.l.
• Instagraminstagram.com/gruporoxa

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries13 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 Roxa Group