Rolf Group
Rolf Group is Russia's largest automobile dealer, operating 54 showrooms across 53 automotive brands nationwide and offering new and used vehicle sales, service, financing, leasing, and rental to retail and commercial customers.
- Company typePrivate
- Founded1989
- HeadquartersMoscow, Russia
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Rolf Group does
Rolf Group (legal entity AO ROLF) is Russia's largest automobile dealer, founded in 1989 and headquartered in Moscow. It operates 54 showrooms nationwide carrying 53 automotive brands, including both international and Chinese OEMs (HAVAL, Chery, Geely, Changan, EXEED among others), and has extended its line-up into electric vehicles and hybrids. The company serves individual consumers and commercial customers across Russia with new-vehicle sales, used-vehicle sales supported by the Автогарант 2-year warranty program, commercial vehicles, service and maintenance, spare parts, and the Мой РОЛЬФ mobile application.
Revenue is generated across multiple channels: new and used vehicle retail margins, service and parts gross profit, in-house financing spread on auto loans (advertised from 4.9%), leasing and car rental income, and commission-based consignment sales. Pricing is positioned at competitive retail rates against other Russian dealer groups, with differentiation through scale, brand breadth, the 2-year used-car warranty, and an integrated financing offering. The go-to-market is a multi-brand showroom model with centralized corporate functions (financing, parts, digital) layered over distributed retail operations. In 2022 the company received Avtodiler Goda awards for best organization of used-car sales and best organization of service, reinforcing its category leadership position in the Russian auto retail market.
Rolf Group firmographics
Firmographics- Name
- Rolf Group
- Legal name
- AO ROLF
- Website
- https://rolf-service.ru
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Rolf Group is Russia's largest automobile dealer, operating 54 showrooms across 53 automotive brands nationwide and offering new and used vehicle sales, service, financing, leasing, and rental to retail and commercial customers.
- Ownership category
- akta.pro rank
Where Rolf Group is headquartered
LocationHeadquarters
- HQ city
- Moscow
- HQ country
- Russia
- HQ region
- Europe
Offices1 record
Markets served
Rolf Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D
Revenue model
- New Vehicle Sales: Sale of new automobiles from 53 brands through 54 showrooms nationwide
- Used Vehicle Sales: Sale of pre-owned automobiles with 2-year warranty under Автогарант program
- Service and Maintenance: Official dealer service maintenance and repair services
- Financial Services: Auto credit with rates from 4.9%, insurance, and finance services
- Leasing: Vehicle leasing services for commercial and individual customers
- Car Rental: Short and long-term vehicle rental services
- Commission Sales: Commission-based vehicle consignment services
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Vehicle sales - quote-based pricing |
Distribution channels4 records
Marketing channels3 records
Rolf Group product offering
Product offeringCore offering
Rolf Group (РОЛЬФ) is Russia's largest automobile dealer, operating 54 showrooms across the country that retail new vehicles, used vehicles, and commercial vehicles from 53 automotive brands. The company also provides complementary automotive services including vehicle servicing and maintenance, financing, leasing, car rental, spare parts sales, commission-based vehicle sales, the Рольф мобайл mobile application, and the Автогарант warranty program.
Product overview
Rolf Group operates as Russia's largest automobile dealer offering a multi-brand vehicle sales platform with 53 international and Chinese automotive brands. The core offering consists of new car sales, used car sales (Авто с пробегом), and commercial vehicle sales, all supported by a network of 54 showrooms nationwide. The product ecosystem integrates add-on services including maintenance and repair, financial services with auto loans starting from 4.9%, leasing, insurance, and the proprietary Автогарант two-year warranty program. The company differentiates through its mobile application Мой РОЛЬФ (My Rolf) consolidating all products and services, a commission-based vehicle sale service, spare parts supply, and specialized offerings for electric vehicles and hybrids. The portfolio includes premium brands (Mercedes-Benz, BMW, Audi, Porsche, Lexus), mainstream manufacturers (Toyota, Volkswagen, Kia, Hyundai), and rapidly expanding Chinese brands (HAVAL, Chery, Geely, Changan, EXEED).
Differentiator
Problem solved
Functional benefit
Brands
- Moy ROLF (Мой РОЛЬФ): Mobile application providing access to all company goods and services in one place
Products and services
- New Vehicle Sales
- Used Vehicle Sales
- Commercial Vehicle Sales Sale of commercial vehicles (vans, trucks, light commercial) from multiple brands for business and fleet customers requiring commercial-grade transportation.
- Vehicle Service and Maintenance Authorized service, repair, and maintenance for vehicles purchased from Rolf, available to vehicle owners across the dealership network.
- Financial Services Auto financing products offered through the dealership to support individual and business vehicle purchases.
- Leasing Vehicle leasing arrangements providing individual and corporate customers with contract-based access to vehicles without outright purchase.
- Car Rental Short- and long-term car rental services available to customers needing temporary vehicle access.
- Spare Parts Sale of genuine and aftermarket spare parts for the brands retailed at Rolf showrooms, supporting both service customers and DIY purchasers.
- Commission Sales Sale of vehicles on a commission basis, where Rolf facilitates transactions between owners and buyers and earns a fee.
- Рольф мобайл Mobile Application Rolf's proprietary mobile application providing customers with digital access to the dealership's services and inventory.
- Автогарант Warranty Program Rolf's branded extended warranty program providing additional coverage beyond the manufacturer's standard warranty for purchased vehicles.
Companies that use Rolf Group
Customer profileSegments2 records
Ideal customer profiles2 records
Rolf Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Rolf Group partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights5 records
Rolf Group competitors and assessment
Company assessmentDirect peers
- Major Auto: Major Russian multi-brand automotive dealership group operating showrooms for both Western and Asian OEMs; competes with Rolf directly for new-vehicle volume, service contracts and fleet business inside Russia.
- Avilon: One of the largest multi-brand automotive dealer groups in Russia, directly comparable as a head-to-head competitor in new-vehicle retail, used-car sales and OEM-authorized service across the same Russian market.
Broad incumbents
- Asbury Automotive Group: US multi-brand automotive retailer with Clicklane digital retail platform and integrated F&I; offers direct comparison on omnichannel + dealership mix that mirrors Rolf's Мой РОЛЬФ app plus showroom model.
- Inchcape: Global multi-brand automotive distributor and retailer across EMEA, APAC and the Americas; highly comparable as a multi-OEM authorized distributor/retailer with recurring aftermarket revenue.
- AutoNation: Largest US automotive retailer operating multiple franchise stores across many OEM brands with significant finance, service and parts operations — same multi-brand dealership + F&I + service model as Rolf, scaled to a much larger market.
- Lithia Motors: One of the largest US public dealership groups with a nationwide store network, in-house financing (Lithia Driveway) and integrated service — same diversified-dealer + digital flywheel structure, useful as a public-market comparable for Rolf's capital allocation runway.
- Penske Automotive Group: Global premium-brand automotive retailer with heavy concentration in luxury franchises and commercial truck retail; a strong comparative reference for Rolf's premium-brand (BMW, Mercedes, Porsche, Audi, Lexus) franchise economics and commercial vehicle exposure.
- Group 1 Automotive: Large US and UK multi-brand automotive retailer with integrated finance and parts/service operations — comparable to Rolf in its multi-OEM showroom count and aftermarket revenue mix.
Regional players
- Vertu Motors: UK-based multi-brand automotive retailer with a broad manufacturer portfolio and growing service/back-office operations; offers comparable scale and brand-spread benchmarks, albeit in a different geography.
- Pendragon: Large UK multi-brand automotive retailer with significant used-car and aftersales operations — useful comparable on used-car (Stratstone/Pinewood) and service flywheel, although focused on the UK market rather than Russia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Rolf Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rolf Group leadership team
Management profileNumber of profiles
Rolf Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rolf Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rolf Group
What does Rolf Group do?
Rolf Group (РОЛЬФ) is Russia's largest automobile dealer, operating 54 showrooms across the country that retail new vehicles, used vehicles, and commercial vehicles from 53 automotive brands. The company also provides complementary automotive services including vehicle servicing and maintenance, financing, leasing, car rental, spare parts sales, commission-based vehicle sales, the Рольф мобайл mobile application, and the Автогарант warranty program.
Is Rolf Group a public or private company?
Rolf Group is a private company. It is classified as unknown and is currently operating.
When was Rolf Group founded?
Rolf Group was founded in 1989. It employs 5,001 to 10,000 people.
Where is Rolf Group based?
Rolf Group is headquartered in Moscow, Russia, in the Europe region.
How does Rolf Group make money?
Seven revenue lines are on record. New Vehicle Sales are the primary driver. The others are used Vehicle Sales, service and Maintenance, financial Services, leasing, car Rental and commission Sales.
Who are Rolf Group's main competitors?
Direct peers on record are Major Auto and Avilon. Broad incumbents are Asbury Automotive Group, Inchcape, AutoNation, Lithia Motors, Penske Automotive Group and Group 1 Automotive. Regional players are Vertu Motors and Pendragon.
Does Rolf Group have an API?
No public API is recorded for Rolf Group.