Mercedes-Benz Slovenija

What Mercedes-Benz Slovenija does

Mercedes-Benz Slovenija, operating through Star Import d.o.o., is the general representative (generalni zastopnik) of Mercedes-Benz AG in Slovenia. Headquartered in Ljubljana and established in its current legal form in 2022, it holds exclusive national rights to import, distribute, and represent the full Mercedes-Benz portfolio in the Slovenian market, executing sales, marketing, and after-sales coordination through a network of 12 authorized dealers across the country. Its scope spans passenger cars, light commercial vehicles, and the supporting financial, connected-services, and lifestyle product set.

The company's product offering covers the entire Mercedes-Benz range: compact (A-Class, B-Class, CLA) and executive sedans (C, E, S-Class); SUVs from GLA through GLS plus the G-Class; Mercedes-Maybach ultra-luxury models; Mercedes-AMG performance variants; the Mercedes-EQ electric lineup including the new Electric CLA, Electric GLC, and Electric GLB; and light commercial vans including Sprinter, Vito, eSprinter, and eVito. Supporting offerings include Mercedes me connected services, Digital Extras over-the-air feature upgrades, financing solutions (passenger-car rates of 3.99%–5.99% and the dedicated EQ FINANCE EV product at 3.99%), service packages, and the Mercedes-Benz Collection lifestyle line. Vehicles are differentiated at the technology layer by the MBUX infotainment system with LINGUATRONIC voice/NLP control, computer-vision driver-assistance features (transparent hood, 360° parking), and Active/Remote Parking Assist — all developed and maintained by Mercedes-Benz AG rather than by the local importer.

Mercedes-Benz Slovenija's revenue model is a hybrid of wholesale vehicle distribution, dealer-network margin, financing commission and interest income, parts and service revenue, and recurring connected-services/feature revenue. Pricing is set at the upper end of the Slovenian market, with entry EVs at €38,490 (Electric CLA) and top-end Maybach variants above €200,000. Customer segments are explicitly diversified across individual luxury and EV buyers, corporate and fleet operators (particularly for LCVs), and UHNW Maybach customers. The company is private, employs 11–50 staff at the importer level, and does not publicly disclose financial results.

Name

Mercedes-Benz Slovenija

Legal name

Star Import, d.o.o.

Website

https://mercedes-benz.si

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Mercedes-Benz Slovenija (Star Import d.o.o.) is the exclusive national importer and brand representative of Mercedes-Benz AG in Slovenia, distributing the full passenger, AMG, Maybach, EQ, and light-commercial vehicle portfolio through 12 authorized dealers, alongside financing, connected services, and after-sales support.

Ownership category

akta.pro rank

Headquarters

HQ city

Ljubljana

HQ country

Slovenia

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new Mercedes-Benz passenger vehicles and light commercial vehicles through authorized dealer network
2. Vehicle Financing: Mercedes-Benz financing options including EQ FINANCE (3.99% fixed for EVs), SPECIAL FIX FINANCE (4.99% fixed), and flexible financing programs for both individuals and businesses
3. Service and Maintenance: Authorized service, maintenance, and repair services through dealer network
4. Genuine Parts: Sale of original Mercedes-Benz replacement parts and accessories
5. Digital Extras: Digital add-ons including remote control, navigation, charging, GUARD 360°, and entertainment services available through Mercedes me Store
6. Extended Warranty: Extended warranty programs such as 3 years / 200,000 km coverage options
7. Lifestyle Products: Mercedes-Benz Collection including apparel, accessories, watches, model cars, and lifestyle products

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Mercedes-Benz Slovenija (operated by Star Import d.o.o.) is the general representative of Mercedes-Benz AG in Slovenia, distributing the full Mercedes-Benz passenger car and light commercial vehicle portfolio through a network of 12 authorized dealers across the country. The company sells new vehicles from the A-Class through S-Class, AMG performance models, Mercedes-Maybach ultra-luxury vehicles, and the Mercedes-EQ electric range, complemented by genuine parts, vehicle financing, service packages, and the Mercedes me connected services ecosystem.

Product overview

Mercedes-Benz Slovenija (operated by Star Import d.o.o.) distributes the full Mercedes-Benz passenger car and light commercial vehicle range in Slovenia, spanning entry-level compact models through ultra-luxury sedans, high-performance AMG variants, and zero-emission EQ electric vehicles. The product portfolio includes the A-Class and B-Class compact cars; CLA and CLE coupe and shooting brake models; C-Class, E-Class, and S-Class executive sedans and estates; G-Class, GLA, GLB, GLC, GLE, and GLS SUV models; Mercedes-Maybach ultra-luxury sedans and SUVs; Mercedes-AMG performance variants; and the EQ sub-brand of fully electric vehicles including EQA, EQB, EQE, EQS and their SUV counterparts. Light commercial vans including Sprinter, Vito, eSprinter, and eVito are available via a dedicated van portal. Beyond vehicles, the company offers the Mercedes me connected services platform (with companion app and Mercedes me Store) for remote vehicle management, navigation, and charging; purchasable Digital Extras (navigation, parking, entertainment, comfort features); Mercedes-Benz Collection branded merchandise and lifestyle products; vehicle financing solutions; and service packages. The portfolio is unified around the MBUX (Mercedes-Benz User Experience) infotainment platform shared across all model lines, enabling consistent voice control, touch interface, and digital services across the range.

Differentiator

Problem solved

Functional benefit

Brands

• Mercedes-AMG: High-performance vehicle brand under Mercedes-Benz focusing on dynamic driving experiences and motorsport-derived technologies.
• Mercedes-Maybach
• Mercedes-EQ

Products and services

• Mercedes-Benz Passenger Cars (A-Class, B-Class, CLA, CLE, C-Class, E-Class, S-Class)
• Mercedes-AMG Performance Vehicles
• Mercedes-Maybach Ultra-Luxury Vehicles
• Mercedes-EQ Electric Vehicles (EQA, EQB, EQE, EQS and SUV variants) Fully electric vehicle sub-brand offering zero-emission mobility across compact (EQA, EQB), mid-size (EQE sedan and SUV), and flagship (EQS sedan and SUV) segments. The new Electric CLA joins the lineup as the European Car of the Year 2026, with electric versions of GLB, GLC, G-Class, and the Electric VLE Grand Limousine expanding the electric portfolio.
• Mercedes-Benz SUVs (GLA, GLB, GLC, GLE, GLS, G-Class) Full SUV lineup ranging from compact GLA to full-size luxury GLS, plus the iconic G-Class off-roader. Available with multiple powertrain options including petrol, diesel, plug-in hybrid, and electric variants. Targeted at families, adventure buyers, and luxury SUV customers.
• Mercedes-Benz Light Commercial Vehicles Light commercial van range including Sprinter, Vito, Citan, and their electric variants (eSprinter, eVito) serving professional and commercial transport needs with various body configurations. Targeted at businesses requiring cargo capacity and reliable commercial vehicles.
• Mercedes-Benz Financing Vehicle financing products including fixed and variable rate options, leasing, and flexible payment plans for both private individuals and business customers. Includes EQ FINANCE at 3.99% fixed for electric vehicles and SPECIAL FIX FINANCE at 4.99% fixed for all new passenger and light commercial vehicles, with terms up to 96 months.
• Mercedes me Connected Services Connected vehicle ecosystem encompassing remote control, navigation, charging management, vehicle protection (GUARD 360°), and entertainment services accessible via Mercedes me app. Requires vehicle registration with a Mercedes me ID and includes a 36-month initial period for eligible services.
• Mercedes me Digital Extras Purchasable digital enhancements including MBUX Navigation Premium, In-Car Office, remote parking, augmented reality navigation, offroad tracking, GUARD 360° vehicle protection, and entertainment features. Available via Mercedes me Store with subscription extensions.
• Mercedes-Benz Collection Branded lifestyle merchandise including apparel, accessories, watches, model cars, travel gear, sporting goods, and electric scooters bearing the Mercedes-Benz star. Sold through the dedicated accessories online store.
• Mercedes-Benz Service Packages Pre-packaged and customizable vehicle maintenance and service plans covering scheduled servicing, parts replacement, and roadside assistance. Available through the authorized dealer and service center network across Slovenia to ensure vehicle longevity and performance.
• Genuine Mercedes-Benz Parts OEM replacement parts and accessories ensuring vehicle integrity, performance, and safety using components designed specifically for each Mercedes-Benz model. Distributed through the authorized dealer and service network.
• Extended Warranty Programs Extended warranty coverage options including 3 years / 200,000 km programs available for purchase. Provides additional coverage beyond the standard 24-month warranty for passenger vehicles.

Quantifiable outcome

• Electric CLA starting from €38,490 with EKO subsidy
• +3 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability8 records

Feature8 records

Partnerships

Ten partnerships are on record, tiered standard and core.

• AC Vovk d.o.o.standardChannel Partner/ Reseller/ DistributorAuthorized dealer and service center for Mercedes-Benz vehicles in Slovenia. Located in Slovenia, providing sales and service operations for Mercedes-Benz customers.
• ASP d.o.o. PE LescestandardChannel Partner/ Reseller/ DistributorAuthorized dealer and service center for Mercedes-Benz vehicles. Located in Lesce, Slovenia, providing local sales and service support.
• Avtoplus d.o.o.standardChannel Partner/ Reseller/ DistributorAuthorized dealer and service center for Mercedes-Benz vehicles. Located in Slovenia, providing sales and service operations.
• Čepin d.o.o.standardChannel Partner/ Reseller/ DistributorAuthorized service center for Mercedes-Benz vehicles. Specializes in service and maintenance operations.
• DC Dominko center d.o.o.standardChannel Partner/ Reseller/ DistributorAuthorized service center for Mercedes-Benz vehicles. Provides maintenance and repair services.
• Emil Frey Avtocenter d.o.o.coreChannel Partner/ Reseller/ DistributorMajor authorized dealer with multiple locations in Ljubljana, Maribor, and Celje. One of the largest Mercedes-Benz dealer groups in Slovenia with comprehensive sales and service capabilities including dedicated service center in Ljubljana.
• Hotko d.o.o.standardChannel Partner/ Reseller/ DistributorAuthorized service center for Mercedes-Benz vehicles. Provides maintenance and repair services.
• Prigo d.o.o.standardChannel Partner/ Reseller/ DistributorAuthorized service center for Mercedes-Benz vehicles. Provides maintenance and repair services.
• Špan d.o.o.standardChannel Partner/ Reseller/ DistributorAuthorized service center for Mercedes-Benz vehicles. Provides maintenance and repair services.
• BurmesterstandardTechnology or IntegrationPremium audio system provider for Mercedes-Benz vehicles. Burmester 3D Surround Sound Systems are available as optional equipment in Mercedes-Benz models, providing high-end audio experience.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Porsche Holding Salzburg: Europe's largest automotive retail and distribution company, comparable as a multi-brand importer and dealer group, though operating at vastly larger scale across multiple geographies.
• Emil Frey Group: Swiss-headquartered automotive retail and distribution group that owns Emil Frey Avtocenter, Mercedes-Benz Slovenija's largest dealer partner; comparable as a multi-brand European auto distributor/dealer operator overlapping on retail execution.

Direct peers

• Audi Slovenija (Porsche Slovenija Group): Importer of Audi vehicles in Slovenia under the same group that also handles Porsche, with overlapping premium-segment product lines (A4/A6/Q5/Q7/e-tron) and similar multi-channel sales and service operations.
• Porsche Slovenija (Porsche AG representative): Sole authorised importer of Porsche passenger and light commercial vehicles in Slovenia, operating a similar authorised-dealer distribution model for a competing premium German brand targeting the same affluent Slovenian buyer.
• BMW Group Slovenija: National distributor of BMW, MINI, and BMW Motorrad in Slovenia with a comparable authorised-dealer footprint; competes head-to-head with Mercedes-Benz across executive saloons, SUVs, and electric models (iX, i7).
• Volvo Car Slovenija: National distributor of Volvo Cars in Slovenia, focused on premium and premium-EV models (XC60, XC90, EX30, EX90), targeting the same upper-middle and executive buyer pool as Mercedes-Benz with similar dealer-led sales and service.
• Volkswagen Slovenija (Porsche Slovenija Group): National distributor of Volkswagen passenger vehicles in Slovenia sharing the Porsche Slovenija parent; a comparable authorised-dealer and service structure with overlap in the SUV, estate, and EV segments against Mercedes-Benz.

Regional players

• Lexus Slovenia (via Toyota Slovenija): Premium sub-brand of Toyota imported into Slovenia with a smaller authorised-network footprint, competing in the premium sedan and SUV segments (RX, NX) against Mercedes-Benz equivalents.
• Hyundai Slovenija: National distributor of Hyundai vehicles in Slovenia; not a premium competitor but operates the same authorised-dealer/wholesale model and increasingly overlaps with Mercedes-Benz in the EV and SUV segments through the Ioniq range.

Emerging players

• Tesla Slovenia: Direct-to-consumer EV-only operation in Slovenia, competing for the same premium-EV buyer as Mercedes-EQ with a sales model that bypasses traditional dealers, putting pressure on authorised-distributor economics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/MercedesBenzSlovenija
• YouTubeyoutube.com/mercedesbenz
• Instagraminstagram.com/mercedesbenz
• LinkedInlinkedin.com/company/star-import-d-o-o

Revenue estimate

Valuation estimate

Number of profiles

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 Mercedes-Benz Slovenija