Autohellas

What Autohellas does

Autohellas (legal name: Autohellas Ανώνυμος Τουριστική και Εμπορική Εταιρεία) is a Greek publicly listed automotive group founded in 1966, headquartered in Kifissia, Athens, and traded on the Athens Stock Exchange under ticker OTOEL. The company operates three integrated business pillars: (1) short-term and long-term car rental and leasing under franchise relationships with Hertz International (also operating Thrifty, Dollar, and Firefly brands); (2) vehicle import, distribution, and retail sales of Hyundai, Kia, SEAT, CUPRA, Stellantis brands (via 51%-owned Italian Motion), and emerging Chinese EV brands (XPENG, Leapmotor, Changan/Deepal/AVATR); and (3) used car sales through the Stock Center network and after-sales services through 70+ service points. It is one of the largest Hertz franchisees globally, with operations in 9 countries (Greece, Cyprus, Bulgaria, Romania, Serbia, Montenegro, Croatia, Ukraine, Portugal), a fleet of 65,000+ vehicles, and approximately 1,750 employees.

Revenue model is a blend of usage-based (short-term rental), recurring subscription (long-term operating leases), and one-time transactional (vehicle sales and used cars), with professional services revenue from after-sales. FY2025 generated EUR 1,034.1 million in revenue, EUR 294.7 million in EBITDA, and EUR 84 million in net profit. The company is part of the Th. Vassilakis Group and is led by CEO Eftichios Vassilakis and Chairwoman Emmanouela Vassilakis. Go-to-market is channel-partner driven: exclusive OEM distribution agreements and Hertz franchise rights underpin the business, supplemented by direct corporate fleet sales for vehicles and a 160+-point owned retail/distribution network in Greece. Recent strategic emphasis is on capturing the EV transition by onboarding multiple Chinese premium brands, with profitability contribution from the new Chinese portfolio guided to late 2027.

Name

Autohellas

Legal name

Autohellas Ανώνυμος Τουριστική και Εμπορική Εταιρεία

Website

https://autohellas.gr

Company type

Public

Founded year

1966

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Autohellas is a Greek public automotive group operating the Hertz franchise for short- and long-term vehicle rental across 9 countries, and importing and distributing Hyundai, Kia, SEAT, Stellantis, and Chinese EV brands through 160+ owned sales points in Greece.

Ownership category

akta.pro rank

Product category

Car Rental and Leasing Services

NAICS

Passenger Car Rental (532111), Passenger Car Leasing (532112), Automotive Equipment Rental and Leasing (5321), Used Car Dealers (44112), Automotive Parts and Accessories Retailers (44133)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

Auto & Vehicle Leasing (Personal Use) (FSAKANAA)

akta.pro secondary industries

Replacement / Service Loaner & Dealer Rental Programs (THADAAAK), Specialty Vehicle Rentals (SUVs, Convertibles, 4x4) (THADAAAH), New & Used Auto Purchase Loans (FSAKADAA)

Keywords

• Short-term car rental
• Operating lease services
• Fleet management
• Vehicle import distribution
• Automotive retail sales

Headquarters

HQ city

Kifissia

HQ country

Greece

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Car Rental (Short-term): Short-term car rentals under Hertz, Thrifty, Dollar, and Firefly brands across Greece and 8 other countries. Revenue growth driven by increased air arrivals, direct distribution channels, and fleet utilization improvements.
2. Operating Leasing (Long-term): Long-term car leasing and fleet management services in Greece, the Balkans, and Cyprus. Long-term rentals contributed significantly to Greece revenue growth (12.5% increase to EUR 326.5 million in 2025).
3. Vehicle Import, Distribution and Sales: Import and distribution of vehicles (Hyundai, Kia, SEAT, CUPRA, Alfa Romeo, Abarth, FIAT, Jeep, XPENG, Changan, Leapmotor) and retail sales through Velmar network. Revenue of EUR 526.9 million in 2025 with 7% increase in total sales volume.
4. Used Car Sales: Used car sales through Stock Center network across Greece, Cyprus, Serbia, Romania, Croatia, Bulgaria, and Portugal (Hertz Carros Usados). Sales remained at prior year levels in 2025.
5. After-Sales Services: Maintenance, repair, and after-sales services. After-sales recorded significant increase both in sales and profitability in 2025.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Autohellas operates short-term car rentals (under Hertz, Thrifty, Dollar, and Firefly) and long-term operating leasing through its Hertz franchise in Greece and eight other countries. The group also imports, distributes, and retails vehicles from Hyundai, Kia, SEAT, CUPRA, Stellantis brands (FIAT, Jeep, Alfa Romeo, Abarth), and Chinese EV brands (Changan, XPENG, Leapmotor), supported by maintenance, repair, and used car sales via Stock Center and the Velmar dealership network.

Differentiator

Problem solved

Functional benefit

Products and services

• Hertz Short-Term Car Rental Short-term car rental services operated under the Hertz, Thrifty, Dollar, and Firefly brands for individual travelers and tourists at airports and city locations across Greece and 8 other countries.
• Hertz Operating Lease / Long-Term Leasing Long-term operating lease and fleet management services for corporate clients in Greece, the Balkans, and Cyprus, including maintenance, insurance handling, and vehicle replacement under recurring multi-year contracts.
• Vehicle Import, Distribution and Retail Sales Exclusive import and distribution in Greece of Hyundai, Kia, SEAT, CUPRA, Alfa Romeo, Abarth, FIAT, FIAT Professional, Jeep, XPENG, Leapmotor, and Changan vehicles, sold through authorized dealer networks (Hyundai 41 locations, Kia 31 locations) and the Velmar retail showrooms.
• Used Car Sales (Stock Center) Used car sales through the Stock Center network across Greece, Cyprus, Serbia, Romania, Croatia, Bulgaria, and Portugal (Hertz Carros Usados), offering standardized used vehicles from the rental and leasing fleets.
• After-Sales Maintenance and Repair Services Maintenance, repair, and after-sales services delivered through 70+ service points in Greece and integrated facilities, supporting both fleet vehicles and retail customers.

Quantifiable outcome

• 12.5% revenue growth in Greece Car Rental segment to EUR 326.5 million
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core.

• AVATRcoreChannel Partner/ Reseller/ Distributor · 6 July 2026AVATR, backed by Chinese state-owned Changan Automobile, partnered with Autohellas to enter the Southern European market. The partnership enables AVATR to accelerate its presence in the region through Autohellas's distribution network.
• Changan AutomobilecoreStrategic or Co-development Partner · 1 October 2025Strategic partnership with Changan Automobile for exclusive distribution of Changan, Deepal, and AVATR brands in Greece. Autohellas reinforces Changan's expansion strategy in Europe, introducing a full range of models from battery electric to plug-in hybrids.
• XPENGcoreChannel Partner/ Reseller/ Distributor · 1 January 2024TECHNOCAR (part of Autohellas Group) has undertaken the representation of XPENG in the Greek market since 2024. XPENG is an electric vehicle company founded in 2014 in Guangzhou, China.
• LeapmotorcoreChannel Partner/ Reseller/ Distributor · 1 January 2024Italian Motion took on representation of Leapmotor in September 2024. Leapmotor is a Chinese EV company in which Stellantis invested EUR 1.5 billion for 21% stake in October 2023.
• Italian MotioncoreChannel Partner/ Reseller/ Distributor · 1 January 2023Italian Motion (FIAT, Jeep, Alfa Romeo, Abarth importer) is 51% owned by Autohellas since 2023. Recorded sales of EUR 171.4 million in 2025.
• Hertz PortugalcoreChannel Partner/ Reseller/ Distributor · 1 January 2022Autohellas acquired Hertz Portugal (HR Aluguer de Automóveis S.A.) in October 2022, expanding short-term car rental operations to Portugal.
• Hyundai HellascoreChannel Partner/ Reseller/ Distributor · 1 January 201770% owned by Autohellas since end of 2017. Exclusive importer of Hyundai vehicles in Greece with 41 licensed distributors.
• Kia HellascoreChannel Partner/ Reseller/ Distributor · 1 January 201770% owned by Autohellas since end of 2017. Exclusive importer of Kia vehicles in Greece with 31 licensed distributors.
• TECHNOCARcoreChannel Partner/ Reseller/ Distributor · 1 January 1985TECHNOCAR is part of Autohellas Group and has been the exclusive importer and distributor of SEAT & CUPRA in Greece since 1985. Also handles XPENG since 2024.
• Hertz InternationalcoreChannel Partner/ Reseller/ Distributor · 1 January 1966Autohellas is the official franchisee of Hertz International for Greece and 7 other countries. One of the largest Hertz franchisees globally, operating Hertz, Thrifty, Dollar, and Firefly brands.

Scale indicators18 records

Recent moves10 records

Expansion highlights6 records

Emerging players

• Green Motion: Green Motion is an eco-friendly car rental franchise operating across multiple European and international markets, comparable to Autohellas's Hertz/Thrifty operations as a franchise-based rental model. Both companies use franchise distribution to expand rental services with smaller capital commitments.
• Goldcar: Goldcar is a leading low-cost car rental brand in Europe (owned by ALD Automotive), directly competing with Autohellas's Thrifty and Dollar brands in the price-sensitive leisure rental segment at Mediterranean airports. Both target cost-conscious tourists with standardized fleets.

Direct peers

• Hertz Global Holdings: Hertz Global Holdings is the parent franchisor of Autohellas's core rental operations and a global car rental giant. As Autohellas is one of Hertz's largest franchisees operating across 9 countries with the Hertz, Thrifty, Dollar, and Firefly brands, the two are directly comparable in car rental scale, fleet management, and airport counter presence, with Hertz Global providing the brand infrastructure Autohellas distributes.
• Avis Budget Group: Avis Budget Group is a major global car rental operator (Avis, Budget, Zipcar brands) directly competing with Autohellas's Hertz franchise operations in airport-based short-term rentals and corporate fleet management. Both serve similar enterprise and leisure customer segments with comparable fleet sizes and brand-driven distribution.
• Sixt SE: Sixt SE is a leading European car rental and leasing company headquartered in Germany, directly competing with Autohellas in short-term rentals, corporate leasing, and fleet management across European markets. Both companies combine rental, leasing, and fleet services with strong airport counter presence and digital booking channels.
• Europcar Mobility Group: Europcar Mobility Group, owned by Volkswagen, is one of Europe's largest car rental and mobility providers, directly competing with Autohellas in airport rentals, corporate leasing, and leisure vehicle hire across European markets including Mediterranean geographies where Autohellas operates.
• Enterprise Mobility: Enterprise Mobility (Enterprise, National, Alamo brands) is the world's largest car rental company by fleet and revenue. It directly competes with Autohellas's Hertz franchise operations in airport rentals, corporate fleet management, and replacement rentals across multiple European geographies.

Broad incumbents

• Inchcape plc: Inchcape is a global automotive distributor and retailer operating across multiple markets, comparable to Autohellas's vehicle import, distribution, and retail sales business. Both companies distribute multiple OEM brands (often non-domestic) through dealer networks in their respective geographies, with Autohellas focused on Greece/Balkans and Inchcape on emerging markets.
• LeasePlan Corporation: LeasePlan is a leading global vehicle leasing and fleet management company (now part of ALD/Stellantis combination), directly comparable to Autohellas's long-term operating leasing business in Greece and internationally. Both serve corporate fleet customers with comprehensive leasing, maintenance, and vehicle lifecycle management services.
• ALD Automotive: ALD Automotive is a major European player in operational vehicle leasing and fleet management (part of Société Générale), comparable to Autohellas's long-term leasing segment serving corporate fleet customers. Both operate multi-country leasing platforms with full-service fleet management offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/hertzgreece

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Autohellas