Velmar

What Velmar does

Velmar, legally registered as AUTOTECHNICA HELLAS MONOPROSOPI ATEE (Βελμάρ), is a privately held multi-brand automotive distributor and authorized repairer operating throughout Greece. The company functions as the official representative for 18+ automotive brands across the mass-market, premium, and new-energy segments — Ford, Opel, Volvo, Hyundai, Kia, SEAT, Cupra, Alfa Romeo, Jeep, Fiat, Abarth, Fiat Professional, Lancia, BMW, MINI, BMW Motorrad, Xpeng, Leapmotor, Changan, and Saab. Operations are anchored at the Kifisia, Athens headquarters with a multi-site retail and service footprint spanning the Attica region, Thessaloniki, and Crete, including 15+ Stock Center certified pre-owned locations and dedicated brand showrooms.

The core offering is organized around four revenue streams: new vehicle sales across all represented brands, certified pre-owned sales through the Stock Center network (backed by a written 5-fold guarantee and a 5-year warranty with no additional charge), authorized after-sales and maintenance (including the Volvo Personal Service certified program), and complementary services spanning body and paint (Φανοποιείο), genuine spare parts (Ανταλλακτικά), automotive insurance brokerage, and corporate/fleet sales (Εταιρικές Πωλήσεις). Captive financing is delivered through the Velmar Drive+ program launched in 2025 and a Ford Finance relationship offering a 2.99% interest rate plus 0.6% contribution; customer loyalty is reinforced via the Alpha Bank Bonus rewards integration.

Velmar runs a direct-to-consumer, dealer-led go-to-market with strong event-driven marketing (Ford Pro Blue Days, Hyundai Hybrid Days, Volvo Drive Experience, Cupra Test Drive Festival, Leapmotor Open Days, Opel Frontera Days). The company operates inside the Autohellas (Th. Vasilakis Group) corporate umbrella — itself Athens Stock Exchange-listed — but Velmar itself is a privately held single-member Greek limited company, not publicly traded. Customers are predominantly Greek individual consumers (B2C) with a secondary corporate fleet segment served by a dedicated sales team. No revenue, unit-volume, or financial figures are disclosed in available source material.

Name

Velmar

Legal name

AUTOTECHNICA HELLAS MONOΠΡΟΣΩΠΗ ATEE

Website

https://velmar.gr

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Velmar (AUTOTECHNICA HELLAS) is a Greek multi-brand automotive distributor and authorized repairer representing 18+ brands including Ford, Volvo, BMW, Hyundai, Kia, Opel, Xpeng, and Leapmotor, operating dedicated showrooms and a 15-location Stock Center used-vehicle network across Athens, Crete, and Thessaloniki.

Ownership category

akta.pro rank

Product category

Automotive Dealership Services

NAICS

Automotive Repair and Maintenance (8111), General Automotive Repair (811111), Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)

SIC

Services-Automotive Repair, Services & Parking (7500), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

General Automotive Repair & Maintenance (TLAKAAAA)

akta.pro secondary industry

Vehicle Extended Warranty (VSC) & Mechanical Breakdown Insurance (MBI) (FSAJALAA)

Keywords

• New vehicle sales
• Used car dealership
• Automotive after-sales service
• Auto financing programs
• Car insurance brokerage

Headquarters

HQ city

Kifisiá

HQ country

Greece

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new vehicles across 18+ automotive brands including Ford, Volvo, Hyundai, Kia, Opel, BMW, MINI, Jeep, Fiat, Alfa Romeo, Seat, Cupra, Xpeng, Leapmotor, Changan, Lancia, and Saab. Revenue generated from vehicle sales, financing programs, and trade-in transactions.
2. Used Vehicle Sales (Stock Center): Sale of certified pre-owned vehicles through the Stock Center network with 15 locations across Athens, Crete, and Thessaloniki. Each vehicle comes with 5-year warranty and written 5-fold guarantee.
3. After-Sales Services: Authorized service and maintenance for all represented brands including Volvo Personal Service (VPS) program with dedicated service bays, body shop services (paint and repair), and genuine parts supply.
4. Parts and Accessories: Sale of genuine automotive parts and accessories for all represented brands.
5. Insurance Services: Automotive insurance products offered through trained staff who manage customer contracts and recommend insurance packages.
6. Financing Programs: Velmar Drive+ financing program and collaboration with Ford Finance providing competitive interest rates (2.99% plus 0.6% contribution) for vehicle purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Velmar is the official Greek distributor and authorized repairer for 18 automotive brands, selling new vehicles, certified pre-owned cars through its Stock Center network, and providing after-sales service, body shop repairs, genuine parts, car insurance, and flexible vehicle financing (including Velmar drive+ and Ford Finance). The company operates a nationwide network of brand-specific showrooms, a 15-location Stock Center used-vehicle chain, and authorized service workshops serving both individual consumers and corporate fleet customers across Greece.

Product overview

Velmar (AUTOTECHNICA HELLAS ΜΑΤΕΕ) is a multi-brand automotive dealership and authorized repair center operating in Greece. The company functions as an official distributor for 18 car brands including Ford, Opel, Volvo, Hyundai, Kia, SEAT, Cupra, XPENG, Alfa Romeo, Jeep, Leapmotor, Fiat, Abarth, Fiat Professional, Lancia, BMW, Mini, BMW Motorrad, CHANGAN, and SAAB. The core offering consists of new car sales and the Stock Center used car program, supported by a network of after-sales services including authorized maintenance and repair, body shop services, genuine spare parts, car insurance, corporate fleet sales, and flexible financing programs (Velmar drive+). The company operates showrooms and service centers across Athens, Crete, and Thessaloniki with a focus on providing comprehensive automotive services including test drive experiences and various promotional events for different brands.

Differentiator

Problem solved

Functional benefit

Brands

• Stock Center: Used car sales center offering 5-year warranty and 5-point written guarantee for all used vehicles
• Velmar Drive+

Products and services

• New Car Sales (Multi-Brand) Authorized sale of new vehicles across 18 represented brands, available through brand-specific showrooms in Athens, Crete, and Thessaloniki. Targeted at individual consumers and corporate fleet buyers across Greece.
• Stock Center (Used Cars) Certified pre-owned vehicle sales program under the Stock Center sub-brand, offering 5-year warranty and a written 5-point guarantee at 15 locations across Athens, Crete, and Thessaloniki. Targeted at Greek consumers seeking reliable used vehicles.
• Service & Maintenance Authorized maintenance and repair services for all 18 represented brands, including the Volvo Personal Service (VPS) team-based program offering dedicated personal mechanics and reduced wait times. Targeted at vehicle owners across Greece.
• Body Shop (Φανοποιείο) Vehicle body and paint repair services for collision and refinishing work, available for all brands represented by Velmar. Targeted at vehicle owners requiring accident or cosmetic repair.
• Car Insurance (Ασφάλεια Αυτοκινήτου) Automotive insurance brokerage offering coverage plans managed by trained staff, with package recommendations tailored to customer needs. Targeted at vehicle buyers and owners across Greece.
• Spare Parts (Ανταλλακτικά) Sale of genuine original-equipment spare parts for all 18 represented brands. Targeted at vehicle owners, authorized workshops, and body shop operations.
• Corporate Sales (Εταιρικές Πωλήσεις) Dedicated fleet and corporate vehicle sales service operated by a specialized sales team. Targeted at Greek businesses and entrepreneurs requiring one or more vehicles for corporate or mixed business/personal use.
• Velmar drive+ Financing In-house flexible vehicle financing program branded 'Velmar drive+' offering smart payment solutions for vehicle purchases. Targeted at individual and corporate vehicle buyers in Greece.
• Test Drive Services Test drive booking and execution services for all represented brands across Velmar's showroom network. Targeted at prospective vehicle buyers evaluating brands and models.

Quantifiable outcome

• Stock Center used vehicles include 5-year warranty at no additional cost with written 5-fold guarantee
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Autohellas (Th. Vasilakis Group)coreStrategic or Co-development PartnerVelmar operates as part of the Autohellas (AUTOTECHNICA HELLAS MATEE) group under the Th. Vasilakis Group umbrella. The company is legally registered as AUTOTECHNICA HELLAS MATEE with GEMH registration 87098802000 and Tax ID 998281871.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Sarantos Automotive: Sarantos is a Greek multi-brand automotive dealer. Comparable to Velmar as a competitor for OEM brand mandates and showroom/service coverage in the Greek market.
• Intercar SA: Intercar is a Greek automotive group operating as an authorized distributor for several brands. Comparable to Velmar as a multi-brand dealer serving both retail and corporate fleet customers in Greece.
• Kosmocar SA: Kosmocar is a major Greek multi-brand automotive distributor and authorized service network, directly comparable to Velmar in serving the Greek consumer market across multiple international OEM brands with sales, service, and parts operations.
• Autohellas (Hertz Greece): Autohellas is Velmar's parent holding company (Th. Vasilakis Group) and operates the Hertz franchise in Greece. Directly comparable for fleet management and vehicle leasing exposure, while also being the umbrella parent of Velmar.
• Theoharis Group: Theoharis is a long-established Greek automotive dealer group representing multiple brands. Directly comparable to Velmar in scale, multi-brand model, and domestic footprint across Greece.
• Pappas Group Greece: Pappas Group is a Greek multi-brand automotive dealer with import and retail operations. Comparable to Velmar in authorized-brand distribution model and service network footprint.

Broad incumbents

• Pendragon PLC: Pendragon is a UK-based broad automotive retailer operating multiple franchises. Comparable to Velmar in the multi-brand dealership model, though with a different geographic footprint and a broader portfolio of automotive services.
• CarMax Inc: CarMax is the largest US used-car retailer with standardized reconditioning and warranty-backed offerings. Comparable to Velmar's Stock Center specifically for the standardized used-vehicle warranty and 5-fold guarantee model at scale.
• Inchcape PLC: Inchcape is a global automotive distributor with deep emerging-market presence. Comparable to Velmar as a broad incumbent in multi-brand vehicle distribution, though at significantly larger scale and across multiple geographies.

Others

• Drivvn (formerly BCA Marketplace / European dealer services): Drivvn provides digital dealer and remarketing services to European automotive retailers. Comparable to Velmar as an adjacent ecosystem enabler rather than a direct competitor, providing tooling for dealer-stock and remarketing workflows.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/velmar.gr
• LinkedInlinkedin.com/company/autotechnica-hellas-atee
• Instagraminstagram.com/velmar_gr

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Velmar