Grupo Felice

What Grupo Felice does

Grupo Felice is a privately held Brazilian business conglomerate headquartered in Santa Maria, Rio Grande do Sul, with origins tracing to a 1955 rice-processing business (Felice Indústria de Arroz Ltda) and formal group establishment in 1996. The Group's core operation is a multi-brand automotive dealership network representing six marques — Fiat (14 stores), Jeep (6), Mitsubishi (4), Ram (3), Omoda|Jaecoo (2), and Volkswagen (3) — across 30+ owned retail locations throughout Rio Grande do Sul, supported by 850+ employees and over 40 business units. Revenue is generated primarily through new and pre-owned vehicle sales, complemented by genuine parts and accessories (Central de Distribuição e Serviços in Santiago), auto insurance brokerage across 11 carrier partners (Felice Seguros), municipal-government fleet sales via public bids (Licitações), and after-sales service (Felice Pós-Vendas).

Beyond automotive, the Group operates a diversified portfolio: Felice Alimentos processes and distributes rice under the Quality Premium, São Pedro, and Dona Branca brands, with over 1 million sacas of storage capacity and a current capacity-quadrupling expansion underway; Felice Agronegócios runs cattle confinement and supplementation on Fazenda Xiniquá in São Pedro do Sul; Felice Plan handles real estate incorporation and construction for Group entities with plans to serve third parties; and Felice Mais offers multi-brand and pre-owned vehicle retail. The Group is family-controlled by the Doeler family under President Elton Doeler, with no disclosed institutional ownership or public listing.

Name

Grupo Felice

Legal name

FELICE AUTOMOVEIS LTDA

Website

https://grupofelice.com.br

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Grupo Felice is a privately held Brazilian conglomerate operating a 30+ location multi-brand automotive dealership network (Fiat, Jeep, Mitsubishi, Ram, Volkswagen, Omoda|Jaecoo) across Rio Grande do Sul, complemented by rice processing, cattle ranching, construction, and insurance brokerage, serving B2C consumers, municipal governments, and agribusiness buyers.

Ownership category

akta.pro rank

Headquarters

HQ city

Rio Grande Do Sul

HQ country

Brazil

HQ region

Latin America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales (New and Used): Sale of new vehicles from multiple automotive brands (Fiat, Mitsubishi, Jeep, Ram, Omoda | Jaecoo, Volkswagen) and used/seminovos vehicles through its dealership network.
2. Parts and Accessories: Sale of genuine parts and accessories for vehicles, supported by a Central de Distribuição e Serviços (CDS) in Santiago.
3. Vehicle Insurance (Seguro Auto Felice): Arrangement and intermediation of vehicle insurance policies through partnerships with multiple insurers (Allianz, HDI, Liberty, Indiana Seguros, Porto Seguros, Azul Seguros, Tókio Marine, Bradesco, Mapfre, Sompo, Zurich), earning commissions on policy sales.
4. Public Sector Bidding (Licitações): Supply of vehicles to municipal governments through public procurement processes, including adapted vehicles for health, infrastructure, public safety, and personnel transport.
5. Rice and Food Products: Production, processing, and sale of rice under multiple brands (Quality Premium, São Pedro, Dona Branca) through Felice Alimentos. Also provides private-label packaging for major supermarket chains.
6. Cattle Farming and Confinement: Management of Fazenda Xiniquá in São Pedro do Sul for cattle confinement and supplementation of European beef breeds (Hereford, Braford, Brangus, Angus).
7. Construction and Incorporation: Felice Plan handles construction and real estate development works for Group companies, with plans to expand services externally.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Grupo Felice is a Brazilian business conglomerate that primarily operates a multi-brand automotive dealership network representing Fiat, Mitsubishi, Jeep, Ram, Omoda | Jaecoo, and Volkswagen across 30+ physical showrooms in Rio Grande do Sul. It complements vehicle sales with related services including vehicle insurance brokerage (Felice Seguros with 11+ partner insurers), genuine parts and accessories, certified pre-owned vehicles (Seminovos), and multi-brand vehicle rentals (Felice Mais). Diversified non-automotive subsidiaries include Felice Alimentos (rice processing under Quality Premium, São Pedro, and Dona Branca brands), Felice Plan (construction/real estate incorporation), and Felice Agronegócios (cattle farming at Fazenda Xiniquá).

Product overview

Grupo Felice is a diversified conglomerate operating primarily as an automotive dealership group (representing Fiat, Mitsubishi, Jeep, Ram, Omoda | Jaecoo, and Volkswagen brands) across Rio Grande do Sul, Brazil, with 14 Fiat stores, 6 Jeep, 4 Mitsubishi, 3 Ram, 2 Omoda | Jaecoo, and 3 Volkswagen dealerships. The group complements its automotive operations with related services including insurance (Felice Seguros), parts and accessories, public bids for municipal vehicles, and pre-owned vehicle sales. Diversified subsidiaries include Felice Alimentos (rice processing established 1955), Felice Plan (construction/incorporation), Felice Agronegócios (cattle ranching), and Felice Mais (vehicle rentals). The portfolio includes over 40 business units across the state.

Differentiator

Problem solved

Functional benefit

Brands

• Felice Alimentos: Rice food products marketed under brands Quality Premium, São Pedro, São Pedro Parboilizado, and Dona Branca.
• Felice Mais Veículos
• Felice Plan
• Felice Agronegócios
• Felice Seguros
• Felice Pós-Vendas

Products and services

• Fiat Dealership (Felice Fiat) Authorized Fiat vehicle dealership offering new vehicles across 14 stores throughout Rio Grande do Sul, representing the group's original automotive partnership dating back to the mid-1990s.
• Mitsubishi Dealership (Felice Mitsubishi) Authorized Mitsubishi dealership with 4 standard dealerships serving cities across Rio Grande do Sul, featuring vehicles known for robustness and technology.
• Jeep Dealership (Felice Jeep) Authorized Jeep dealership with 6 world-class standard dealerships serving different regions of Rio Grande do Sul.
• Ram Dealership (Felice Ram) Authorized Ram pickup truck dealership with 3 dealerships in strategic cities of Rio Grande do Sul.
• Omoda | Jaecoo Dealership (Felice Omoda | Jaecoo) Authorized Omoda and Jaecoo brands dealership with 2 locations offering new SUV models.
• Volkswagen Dealership (Felice Volkswagen) Authorized Volkswagen dealership with 3 locations offering the complete Volkswagen vehicle lineup.
• Felice Seguros (Vehicle Insurance)

Named customers2 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

Partnerships

Eight partnerships are on record, tiered core and minor.

• Fiat (FCA)coreChannel Partner/ Reseller/ DistributorFelice Fiat is the group's original automotive brand partnership, dating back to the mid-1990s. The group operates 14 Fiat Felice stores across Rio Grande do Sul, representing the longest-standing automotive partnership within Grupo Felice.
• MitsubishicoreChannel Partner/ Reseller/ DistributorFelice Mitsubishi (formerly Tradisul Motors, rebranded in 2012) operates 4 Mitsubishi dealerships in important cities of Rio Grande do Sul.
• JeepcoreChannel Partner/ Reseller/ DistributorFelice Jeep operates 6 world-class Jeep dealerships across different regions of Rio Grande do Sul, launched in 2015.
• RamcoreChannel Partner/ Reseller/ DistributorFelice Ram operates 3 Ram dealerships in strategic cities, added to the group portfolio in 2023.
• Omoda | JaecoocoreChannel Partner/ Reseller/ DistributorFelice Omoda | Jaecoo operates 2 dealerships, representing the most recent brand additions to the group portfolio in 2025.
• Volkswagen (VW)coreChannel Partner/ Reseller/ DistributorFelice Volkswagen operates 3 Volkswagen dealerships, added to the group portfolio in 2025 as part of the expansion of automotive brands.
• Multiple Vehicle Insurers (Allianz, HDI, Liberty, Indiana Seguros, Porto Seguros, Azul Seguros, Tókio Marine, Bradesco, Mapfre, Sompo, Zurich)coreChannel Partner/ Reseller/ DistributorThrough the Seguro Auto Felice service, the group partners with 11 major insurance providers to offer vehicle insurance to customers purchasing at their dealerships. The group earns commissions on policies sold.
• Rizzatti Gestão de ConfiançaminorStrategic or Co-development PartnerRizzatti Gestão de Confiança is a national reference in leadership development and partnered with Grupo Felice to develop the content for the Programa Lidera, the group's internal leadership training program for collaborators.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Grupo Saga: Brazilian multi-brand automotive dealership group operating across multiple regions and representing several of the same OEMs (including Jeep/Ram/Fiat and Volkswagen). Directly comparable in business model, multi-brand strategy, and after-sales/parts/insurance attach services.
• Grupo Servopa: Multi-brand automotive dealership group based in Paraná in southern Brazil, representing Fiat, Jeep, Volkswagen, Toyota, and others. Closely comparable multi-brand dealer model with adjacent geographic footprint and similar OEM mix.
• Grupo Soma: Brazilian multi-brand automotive dealership group representing Fiat, Jeep, Volkswagen, and others. Directly comparable in product offering, multi-OEM strategy, and after-sales services.
• Grupo Itavema: Brazilian automotive group focused on used vehicles (seminovos) and multi-brand dealerships. Directly comparable to Grupo Felice's Seminovos Felice portal and pre-owned vehicle operation within its dealer ecosystem.
• Grupo Velper: Multi-brand automotive dealership group headquartered in Rio Grande do Sul, with strong Fiat and other Stellantis brand representation. Directly comparable geographically (same state) and by product mix to Grupo Felice's dealer platform.
• Grupo Brisa: Brazilian automotive dealership group operating multi-brand showrooms with similar OEM mix (Stellantis brands including Fiat/Jeep). Directly comparable in dealership model and customer segment focus.

Broad incumbents

• Localiza: Brazil's largest vehicle rental and fleet management company. Comparable to Grupo Felice's Felice Mais rental sub-brand and represents the scaled, publicly-traded version of the rental business Felice operates within its conglomerate.
• Grupo Águia Branca: Larger, diversified Brazilian conglomerate combining automotive dealerships with passenger transport, logistics, and dealerships across multiple states. Comparable multi-brand dealer model but at significantly greater scale and broader geographic reach than Grupo Felice.

Regional players

• Camil Alimentos: Major Brazilian packaged-foods company with a significant rice portfolio (including Tio João and other brands). Comparable to Felice Alimentos in product category (rice) and retail/private-label channels, though at substantially larger national scale.
• SLC Agrícola: Large publicly-traded Brazilian agribusiness company with operations in Rio Grande do Sul. Comparable to Felice Agronegócios' cattle and rural-business segment, though SLC Agrícola is a specialized, institutional-scale operator rather than a diversified subsidiary.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/felicegrupo
• YouTubeyoutube.com/@felicegrupo
• Facebookfacebook.com/felicegrupo
• LinkedInlinkedin.com/company/grupofelice
• Instagraminstagram.com/felicegrupo

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries12 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 Grupo Felice