Automotriz Carmona

What Automotriz Carmona does

Automotriz Carmona y Cía. Ltda. is a privately held, family-owned multi-brand automotive dealership headquartered in La Serena, Chile, operating since 1993 from four showrooms along Av. Balmaceda. Founded by brothers Luis and Rodrigo Carmona Amenábar, the company is the largest automotive dealer in Chile's III (Coquimbo) and IV (Atacama) Regions. Its offering covers new passenger vehicles from 18+ marques including Audi, BMW, Toyota, Volkswagen, MG, Geely, Cupra, Dongfeng, Honda, Jetour, Kaiyi, Maxus, Mini, SEAT, and Soueast; commercial trucks and buses from Foton, Iveco, MAN, and Volkswagen Trucks; and certified pre-owned vehicles split into standard and U-Premium tiers.

The business runs an integrated vehicle-lifecycle stack: new-vehicle retail, used-vehicle retail, in-house financing, trade-in (parte de pago), authorized technical service, genuine parts supply, and dent/painting bodywork services. Pricing is one-time per vehicle, with entry-level units from CLP $13.99M (Geely Coolray) to CLP $54.4M (BMW M135), and the company offers financing subsidies of up to CLP $8.5M plus terms up to 48-60 installments. Distribution is exclusively through owned physical showrooms in La Serena, supplemented by an e-commerce browsing website, a dedicated seminuevos sub-site, and WhatsApp-driven bottom-of-funnel sales.

The company is actively repositioning for vehicle electrification with an Electromovilidad lineup (MG4 Urban EV, MGS5 EV, Dongfeng S50 EV, Toyota RAV4 Hybrid), has launched a U-Premium pre-owned tier and a dedicated BMW facility, and in November 2025 appointed its first brand ambassador. No proprietary AI/ML technology, patents, funding rounds, or external investors are disclosed; Carmona operates as a family-controlled Chilean Ltda. with 51-100 employees.

Name

Automotriz Carmona

Legal name

Automotriz Carmona y Cía. Ltda.

Website

https://automotrizcarmona.cl

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

101–250 employees

Short description

Automotriz Carmona is a privately held, family-owned multi-brand automotive dealership in La Serena, Chile, and the largest dealer in Chile's III and IV Regions, selling new and certified pre-owned vehicles across 18+ passenger and 4 commercial brands alongside after-sales service, parts, financing, and trade-in.

Ownership category

akta.pro rank

Product category

Automotive Dealership

NAICS

New Car Dealers (44111), Used Car Dealers (441120), Automotive Parts and Accessories Retailers (44133), Automotive Parts and Accessories Retailers (441330)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro industry

PRIMARYTLAKAOAA

Automotive Aftermarket Parts Distribution (Light-Duty)

Transportation & Logistics/Vehicle & Equipment Maintenance, Repair & Services (MRO)/Parts Distribution, Tools & Workshop Services (Aftermarket Support)

SECONDARYCRAOANAE

Collision repair & body parts distribution (sheet metal, bumpers, mirrors, glass, airbags)

Consumer Products & Retail/Wholesale, Distribution & Category Management/Automotive Aftermarket Parts & Accessories Distribution

SECONDARYCRAOANAJ

Heavy-duty truck, trailer & commercial vehicle parts distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Automotive Aftermarket Parts & Accessories Distribution

SECONDARYCRAOANAD

Tires, wheels & related supplies distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Automotive Aftermarket Parts & Accessories Distribution

Keywords

• Automotive dealership services
• New vehicle sales
• Used car sales
• Vehicle financing services
• After-sales vehicle services

Headquarters

HQ city

La Serena

HQ country

Chile

HQ region

Latin America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. New Vehicle Sales: Sale of new passenger vehicles from multiple brands including Audi, BMW, Toyota, Volkswagen, MG, Geely, Cupra, and others. Revenue generated through direct retail sales to end consumers with financing options available.
2. Truck and Bus Sales: Sale of commercial vehicles including trucks and buses from brands such as Foton, Iveco, MAN, and Volkswagen Trucks.
3. Used Vehicle Sales (Seminuevos): Sale of certified pre-owned vehicles through dedicated seminuevos platform. Includes standard and premium (U-Premium) inventory segments.
4. After-Sales Service: Technical service, maintenance appointments, genuine parts sales, and dent repair/painting services for vehicles sold through the dealership.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Multi-brand automotive dealership operating four physical showrooms in La Serena, Chile, selling new passenger vehicles from 18+ brands (Audi, BMW, Toyota, Volkswagen, MG, Geely, Cupra, Honda, Mini, SEAT, Soueast, Dongfeng, Jetour, Kaiyi, Karry, Maxus, and BMW Motorrad), commercial trucks and buses (Foton, Iveco, MAN, VW Trucks), and certified pre-owned vehicles, complemented by financing, trade-in, authorized maintenance, genuine parts, and body repair services.

Product overview

Automotriz Carmona operates as a multi-brand automotive dealership offering a comprehensive vehicle marketplace with both new and pre-owned vehicles, complemented by full after-sales services. The core offering consists of 'Autos Nuevos' (new passenger vehicles from brands like Audi, BMW, Toyota, Volkswagen, MG, Geely, Cupra, and 12+ others) and 'Seminuevos' (certified pre-owned vehicles including a premium U-Premium tier). Commercial vehicles are offered through 'Camiones y Buses' featuring Foton, Iveco, MAN, and VW Truck brands. After-sales support includes 'Servicio Técnico' for maintenance, 'Repuestos' for genuine parts, and 'Desabolladura y Pintura' for body repair. Financial services include vehicle financing and trade-in options. The company serves as the largest automotive dealership in Chile's Third and Fourth Regions.

Differentiator

Problem solved

Functional benefit

Products and services

• Autos Nuevos (New Cars) Sale of brand-new passenger vehicles from multiple international manufacturers including Audi, BMW, Toyota, Volkswagen, MG, Geely, Cupra, Honda, Mini, SEAT, Soueast, Dongfeng, Foton, Jetour, Kaiyi, Karry, Maxus, and BMW Motorrad, targeting individual consumers and families in northern Chile.
• Seminuevos (Used Cars) Sale of certified pre-owned vehicles with quality inspection, warranty, and financing options, including standard and premium (U-Premium) tiers, for individual buyers seeking affordable quality vehicles.
• Camiones y Buses (Trucks and Buses) Sale of commercial trucks and buses from Foton, Iveco, MAN, and Volkswagen Truck brands for cargo and passenger transport applications, targeting commercial buyers and operators.
• Servicio Técnico (Technical Service) Professional vehicle maintenance and repair services with appointment scheduling for all brands sold through the dealership, providing authorized-service assurance to vehicle owners.
• Repuestos (Parts) Supply of genuine original parts and accessories for all vehicle brands represented by the dealership, with on-demand quotation services for customers.
• Desabolladura y Pintura (Dent Repair and Painting) Vehicle body repair and painting services for aesthetic recovery of vehicles after collision or damage, with online quotation requests.
• Financiamiento (Financing) Vehicle financing services with rapid approval, preferential rates, and simplified administrative processing available for both new and used vehicle purchases.
• Parte de Pago (Trade-in) Trade-in service allowing customers to apply their existing vehicle as partial payment toward the purchase of a new or used vehicle.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Derco (DercoCenter): Major Chilean automotive group and distributor for brands including Suzuki, Mazda, JAC, and others. Operates a national dealer and service network overlapping with Carmona's vehicle retail and after-sales offering, though at significantly larger scale.
• Astara: Global automotive distributor with significant Chilean operations across multiple brands including Mitsubishi, MG, and others. Comparable as a multi-brand vehicle distributor and retailer, though operating at a much broader regional scale than Automotriz Carmona.

Direct peers

• Tocornal Automotriz: Chilean multi-brand automotive dealership representing brands such as Ford, Volkswagen, and others, offering new and used vehicle sales plus service and parts — comparable to Carmona's regional dealership structure.
• Grupo Kaufmann: One of Chile's largest multi-brand automotive dealer groups, selling passenger and commercial vehicles across many of the same franchises (Mercedes-Benz, BMW, Audi, Toyota, etc.) with full after-sales service, parts, and financing — directly comparable in offering breadth to Automotriz Carmona but at a national scale.
• Ditec Automotriz: Chilean automotive group representing brands including Volkswagen, Skoda, SEAT, and others through a multi-location dealership network — comparable in offering structure and customer segments to Automotriz Carmona.
• Bruno Fritsch S.A. Chilean multi-brand automotive retailer representing premium franchises (BMW, Mini, Volvo, Land Rover, among others) with new vehicle sales, service, and parts — directly comparable to Carmona's premium-brand mix, particularly the BMW/Mini dedicated operation.
• Salazar Israel (Grupo Salazar): Chilean multi-brand automotive retail group offering new and used vehicles, service, and parts across multiple franchises, serving as a direct comparable in business model and customer segments to Automotriz Carmona.
• Automotora Rosselot: Chilean multi-brand automotive dealership group operating new and used vehicle sales plus after-sales services. Comparable in operating model (multi-brand retail, service, parts) and Chilean market context.

Regional players

• Automotora Intercar: Chilean regional automotive dealership focused on multiple brands with new and used vehicle sales, plus service and parts — comparable business model though typically serving different regional territories than Carmona.

Others

• Ford Motor Chile: OEM channel that distributes vehicles directly to consumers in Chile and through authorized dealer networks — a structural counterparty rather than a direct competitor, but relevant context for franchise dynamics and direct-to-consumer threats facing Carmona.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/carmonaycia.cl
• LinkedInlinkedin.com/company/carmonaycia

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Automotriz Carmona