Cal Auto

What Cal Auto does

Cal Auto is an Israeli automotive marketplace and services platform operating under the Freesbe brand, providing car sales, leasing, rentals, financing, insurance, and EV charging solutions to private individuals and small and medium businesses across Israel. Founded in 1992 and headquartered in Israel, the company runs a digital-first platform that lets customers browse vehicles by budget, model preference, or a three-question recommendation questionnaire, with complementary physical branches, WhatsApp, and phone channels. Pricing is in Israeli Shekels across new vehicle purchases (₪154,990-189,990), private and business leasing subscriptions, sublease offerings on used cars (from ₪395/month), and a 50/50 buy-now-pay-later plan.

Name

Cal Auto

Website

https://calauto.co.il

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Cal Auto (Freesbe) is an Israeli automotive marketplace offering car sales, private and business leasing, rentals, financing, insurance, and EV charging to Israeli consumers and SMBs through a digital platform with physical branches.

Ownership category

akta.pro rank

Product category

Automotive Marketplace and Leasing

NAICS

Automotive Equipment Rental and Leasing (5321), Passenger Car Rental (532111)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Auto & Vehicle Leasing (Personal Use) (FSAKANAA)

akta.pro secondary industries

Fleet Management Services (Lifecycle, Compliance, Safety, Driver Programs) (TLABAHAJ), New & Used Auto Purchase Loans (FSAKADAA), Auto & Vehicle Loan Brokerage (FSAEAEAK)

Keywords

• Automotive marketplace
• Vehicle leasing services
• Car rental solutions
• Used car sales
• Auto financing insurance

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Vehicle Sales: Facilitates sales of new and used vehicles through the platform, including trade-in options
2. Private Leasing: Monthly leasing payments for private individuals on new and used vehicles (0 km)
3. Business Leasing: Operational leasing for businesses including maintenance packages, replacement vehicles, and consolidated monthly invoices
4. Vehicle Rental: Short-term vehicle rental services for both individuals and businesses
5. Financing Services: Personalized financing solutions and trade-in services
6. Insurance Services: Insurance comparison and policy matching services
7. Charging Solutions: EV charging solutions for electric vehicle owners

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Cal Auto (operating as Freesbe) runs an Israeli digital automotive marketplace and services platform that sells new and used vehicles and offers private and business leasing, short-term car rental, financing and trade-in, insurance comparison, and EV charging solutions. It complements vehicle sales with operational business leasing packages that include maintenance, repairs, replacement vehicles, and consolidated monthly invoicing. The platform also extends into adjacent mobility verticals (two-wheelers, ATVs, agricultural and construction equipment) through sister sub-brands.

Product overview

Freesbe is a comprehensive automotive marketplace and services platform offering a unified ecosystem of vehicle-related products. The core offerings include new car sales, used car sales (with sublease options), private leasing, and business leasing, all supported by complementary services such as insurance, financing/trade-in, and EV charging solutions. The platform also extends into adjacent verticals through sub-brands including Metro freesbe (two-wheelers, ATVs, mobility scooters), agricultural equipment, and construction equipment (Case and Sany). Products are accessible through both the main website and specialized partner sites, with a customer portal (My Leasing) for managing vehicle services.

Differentiator

Problem solved

Functional benefit

Brands

• Freesbe Rental: Car rental platform for both personal and business customers, accessible at rental.freesbe.com
• My Freesbe (הליסינג שלי)
• Freesbe Sublease (סאבליס)
• Metro (מטרו)
• Metro Trade (מטרו טרייד)
• Metro 4 (מטרו 4)
• Freesbe Ag
• Freesbe CE - Case
• Freesbe CE - Sany

Products and services

• New Cars (רכב חדש)

Quantifiable outcome

• Range of up to 1,200 km on single tank/fuel fill for hybrid vehicles
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Metro Group (מטרו)coreStrategic or Co-development PartnerMetro Group is the parent/affiliated company operating freesbe as part of a broader automotive ecosystem including Metro for two-wheelers (motorcycles, scooters), Metro Trade for used two-wheelers, Metro4 for ATVs and off-road vehicles, Kalnoit for mobility scooters, and MetroStore for rider accessories. This integration provides cross-selling opportunities and comprehensive mobility solutions under one corporate umbrella.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cazoo: Online used-car marketplace with integrated financing, warranty, and home delivery. Similar vertically integrated digital car-buying experience to Freesbe, though Cazoo has historically struggled with unit economics — a cautionary comp.
• Yad2: Israel's leading classifieds platform with a major automotive vertical (new/used car listings). Directly comparable as a domestic online automotive marketplace serving the same Israeli consumer base, though Yad2 is a broader listings site rather than an integrated leasing/rental operator.
• Auto1 Group: European online automotive marketplace combining used-car sourcing, B2B dealer platform, and consumer financing. Closest international analog to Freesbe's digital-first marketplace model with integrated financing, though operating at much larger scale across Europe.
• Albar Fleet Services: Israel's largest operational leasing and fleet management company. Directly comparable on the business leasing, fleet management, and corporate vehicle services side of Freesbe's offering in the same Israeli market.
• Cars.com: US online automotive marketplace connecting buyers with dealers and providing research/financing tools. Comparable marketplace and financing comparison layer to Freesbe's website, though without the integrated leasing/rental operations.
• TrueCar: Online automotive marketplace with dealer network and pricing transparency tools. Comparable in serving as an intermediary between car buyers and inventory providers, with digital tools to surface financing options.

Broad incumbents

• Sixt: Global mobility platform offering vehicle rental, leasing, and subscription services. Overlaps with Freesbe's rental and operational leasing business lines, though Sixt is far larger and operates internationally with a fleet-heavy model.
• Carvana: US online used-car retailer with integrated financing and delivery. Comparable digital-first car buying + financing experience, though Carvana is a much larger, public incumbent focused exclusively on used-car sales rather than leasing or rental.

Regional players

• Mobile.de: Germany's largest online automotive marketplace for new and used vehicles, now owned by Adevinta. Comparable marketplace category and digital buyer experience, though operating in a different geography (Germany) and without Freesbe's leasing/rental extensions.

Emerging players

• DriveNow (BMW Free Now): Mobility platform with car-sharing and multimodal services. Overlaps with Freesbe's rental and short-term access offerings, and with the broader multi-modal mobility ambition seen in Freesbe's Metro two-wheeler/ATV ecosystem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/calautogroup

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries11 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 Cal Auto