Senson Auto
Senson Auto is a Latvian wholesale distributor of automotive spare parts, supplying 750,000+ SKUs from 70+ manufacturers to repair workshops, retail stores, and fleet operators across Latvia and Lithuania. Part of Senson Group, it operates five subsidiaries covering parts, repair, painting, and rental services.
- Company typePrivate
- Founded1994
- HeadquartersRiga, Latvia
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Senson Auto does
Senson Auto is a Latvian-based wholesale distributor of automotive spare parts, founded in 1994 in Riga and operating as part of the privately held Senson Group led by Chairman Dmitrijs Murašovs. The company stocks over 750,000 parts sourced from more than 70 European and Asian manufacturers, distributing to retail auto parts stores, multi-brand and brand-specialized (BMW) repair workshops, fleet operators, and state structures across Latvia and Lithuania. Its core wholesale business is complemented by five wholly-owned subsidiaries: Senson Truck (commercial vehicle parts), Senson Paint (largest body repair and painting auto center in the Baltics at 4,000 sqm with 10,000+ cars/year capacity), Senson Serviss (multi-brand car service), Senson Rent (replacement car rental), and Senson Auto Lietuva (Lithuanian operations, established 2009).
The business model is primarily B2B wholesale with quote-based pricing, supplemented by service revenue from Senson Paint and Senson Rent. Distribution reaches customers through multiple Riga branches (Starta, Nīcgales, Alīses, Braslas, Volguntes), a Vilnius regional HQ, and e-commerce platforms (parts.senson.lv, parts.sensonauto.lt, parts.sensontruck.lv). Logistics include free Riga delivery, flat-rate EUR 1.72 nationwide Latvia delivery, and Lithuanian courier fulfillment (Omniva/Parnasas). The Group employs 180+ people as of 2019. The company holds LAIA 5-point certifications (highest) for bodywork and painting, and operates a referral network with 8 Baltic insurance companies (Balta, BTA, ERGO, Gjensidige, IF, Seesam, Swedbank, Compensa, BAN) feeding accident repair work to Senson Paint. Historical revenue at the Senson Group level exceeded EUR 12M in 2012. No external investment, public listing, or documented AI/technology differentiation was identified.
Senson Auto firmographics
Firmographics- Name
- Senson Auto
- Legal name
- SIA SENSON AUTO
- Website
- https://sensonauto.lv
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Senson Auto is a Latvian wholesale distributor of automotive spare parts, supplying 750,000+ SKUs from 70+ manufacturers to repair workshops, retail stores, and fleet operators across Latvia and Lithuania. Part of Senson Group, it operates five subsidiaries covering parts, repair, painting, and rental services.
- Ownership category
- akta.pro rank
Senson Auto industry classification
Industry- Product category
- Automotive Parts Wholesale and Distribution
- NAICS
- Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)
- akta.pro primary industry
- General Automotive Repair & Maintenance (TLAKAAAA)
- akta.pro secondary industries
- Auto Body Collision Repair (Cars & Light Trucks) (TLAKAEAA), Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)
Keywords
Where Senson Auto is headquartered
LocationHeadquarters
- HQ city
- Riga
- HQ country
- Latvia
- HQ region
- Europe
Offices5 records
Markets served
Senson Auto business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Wholesale auto parts distribution: Senson Auto generates revenue primarily through wholesale distribution of spare parts for passenger vehicles and light commercial vehicles. The company stocks 750,000 parts across multiple categories including suspension, braking, transmission, engine, body parts, optics, oils, and tires, sourced from 70+ European and Asian manufacturers. Revenue is realized through direct B2B sales to retail stores and auto repair workshops, with prices quoted per-unit or based on order volume.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Regional delivery (Latvia) — flat fee |
| Unit Pricing | Pay-as-you-go | Senson Truck — flat delivery fee |
| Unit Pricing | Pay-as-you-go | Senson Paint replacement car rental (per day) |
| Unit Pricing | Pay-as-you-go | Lithuania delivery — small parcels via Omniva |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Senson Auto product offering
Product offeringCore offering
Senson Auto is a wholesale distributor of spare parts for passenger vehicles and light commercial vehicles in the Baltic region, stocking 750,000 parts from more than 70 European and Asian manufacturers. The company operates an integrated portfolio of related automotive services through subsidiaries, including commercial vehicle parts (Senson Truck), body repair and car painting (Senson Paint), multi-brand and BMW-specialized servicing (Senson Serviss), and replacement vehicle rental (Senson Rent).
Product overview
Senson Auto is a diversified automotive group operating as a wholesale spare parts distributor with related service divisions. The core business is Senson Auto (wholesale of passenger and light commercial vehicle parts since 1994), supplemented by Senson Truck (truck parts since 2003), Senson Paint (largest auto body repair and painting center in the Baltics), Senson Serviss (maintenance and repair services), Senson Rent (replacement vehicle rental), and Senson Parts (e-commerce platform). The company also operates a Training Center offering free client education. Product categories include suspension, braking, transmission, engine parts, electronics, body parts, optics, oils, lubricants, and tires.
Differentiator
Problem solved
Functional benefit
Brands
- Senson Paint: Body repair and car painting auto center services - the largest in the Baltics
- Senson Truck
- Senson Rent
- Senson Serviss
Products and services
- Senson Auto Wholesale Parts Distribution
- Senson Truck Commercial Vehicle Parts
- Senson Paint Body Repair and Painting
- Senson Serviss Car Service
Quantifiable outcome
- 750,000 spare parts stocked and available
- +4 more outcomes
Companies that use Senson Auto
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Senson Auto technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Senson Auto partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core.
- Balta AAScoreBaltic insurance company that refers accident repair and vehicle damage claims to Senson Paint auto centre. One of 8 insurance partners listed on Senson Paint website.
- Baltijas Apdrošināšanas Nams AAS (BAN)coreBaltic insurance company referring accident repair work to Senson Paint auto centre.
- BTA Baltic Insurance Company AAScoreBaltic insurance company referring accident repair claims to Senson Paint auto centre.
- ERGO Insurance SE Latvijas filiālecoreInsurance company (part of ERGO International) referring accident repair cases to Senson Paint.
- ADB Gjensidige Latvijas filiālecoreInsurance company referring policyholders' accident vehicle repairs to Senson Paint.
- IF P&C Insurance AS Latvijas filiālecoreInsurance company referring vehicle accident repair claims to Senson Paint.
- Seesam Latvia AAScoreInsurance company (part of if P&C Insurance) referring accident repair work to Senson Paint.
- Swedbank P&C Insurance AS Latvijas filiālecoreInsurance company (bank-affiliated) referring vehicle damage repair claims to Senson Paint.
- Compensa Vienna Insurance Group ADB Latvijas filiālecoreInsurance company (Vienna Insurance Group subsidiary) referring accident vehicle repairs to Senson Paint.
Scale indicators11 records
Recent moves12 records
Expansion highlights12 records
Senson Auto competitors and assessment
Company assessmentDirect peers
- Mekonomen Group: Nordic/European spare parts chain and workshop operator with comparable B2B2C model combining parts wholesale and affiliated service centers. Closest direct peer in regional market structure outside the Baltics.
- GroupAuto International: International alliance of independent automotive parts distributors serving workshops across Europe, Latin America, and Africa. Same multi-brand wholesale + affiliated service workshop model.
- AD International: Global network of independent automotive parts distributors with thousands of warehouse locations across Europe. Directly comparable as a multi-brand spare parts wholesaler serving workshops and retailers under a unified banner.
- Stahlgruber (LKQ Europe): Major European spare parts wholesaler under LKQ Corporation, operating workshop and retail supply across multiple European markets. Comparable as a large-scale multi-brand parts distributor with logistics infrastructure.
- WM SE: German-based multi-brand spare parts wholesaler (formerly Wessels & Müller), operating an extensive European branch network. Comparable large-scale multi-brand B2B parts distribution with logistics depth and supplier breadth like Senson.
- Inter Cars: Poland's largest wholesale distributor of automotive spare parts, operating a similar multi-branch distribution + service concept across Central/Eastern Europe. Closest direct peer — same B2B spare parts wholesale model with affiliated service network and growing e-commerce.
Regional players
- Berner Oy: Finnish multi-line distributor of automotive parts, tools, and chemicals with a workshop and fleet focus. Comparable B2B catalog and customer base (workshops, fleet operators) in the Nordic-Baltic corridor.
- Koivunen Oy: Finnish automotive spare parts and equipment wholesaler serving the Nordic and Baltic region. Comparable in regional B2B spare parts distribution and workshop supply, with overlapping Baltic reach.
- Auto Kelly (LKQ Europe): Czech Republic-based automotive parts wholesaler under LKQ Europe, serving Central European markets. Comparable in B2B catalog and supplier model, but geographically focused on Central Europe rather than Baltic.
Emerging players
- Autodoc SE: Berlin-based online retailer/distributor of car parts and accessories across Europe. Comparable in catalog breadth (millions of SKUs) and Baltics delivery reach, but B2C-leaning — pressure on Senson's traditional B2B workshop relationships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Senson Auto social profiles
Digital presenceSenson Auto financial estimates
Financial estimateRevenue estimate
Valuation estimate
Senson Auto leadership team
Management profileNumber of profiles
Profiles1 record
Senson Auto subsidiaries and ownership
Company hierarchySubsidiaries5 records
Senson Auto funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Senson Auto 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 Senson Auto
What does Senson Auto do?
Senson Auto is a wholesale distributor of spare parts for passenger vehicles and light commercial vehicles in the Baltic region, stocking 750,000 parts from more than 70 European and Asian manufacturers. The company operates an integrated portfolio of related automotive services through subsidiaries, including commercial vehicle parts (Senson Truck), body repair and car painting (Senson Paint), multi-brand and BMW-specialized servicing (Senson Serviss), and replacement vehicle rental (Senson Rent).
Is Senson Auto a public or private company?
Senson Auto is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Senson Auto founded?
Senson Auto was founded in 1994. It employs 1 to 10 people.
Where is Senson Auto based?
Senson Auto is headquartered in Riga, Latvia, in the Europe region.
How does Senson Auto make money?
One revenue line is on record: wholesale auto parts distribution.
Who are Senson Auto's main competitors?
Direct peers on record are Mekonomen Group, GroupAuto International, AD International, Stahlgruber (LKQ Europe), WM SE and Inter Cars. Regional players are Berner Oy, Koivunen Oy and Auto Kelly (LKQ Europe). Autodoc SE is listed as an emerging player.
Does Senson Auto have an API?
No public API is recorded for Senson Auto.
What industry is Senson Auto in?
Senson Auto's product category is Automotive Parts Wholesale and Distribution. Its primary akta.pro industry code is TLAKAAAA, General Automotive Repair & Maintenance, with a secondary code of TLAKAEAA, Auto Body Collision Repair (Cars & Light Trucks). Its NAICS code is 42312 and its SIC code is 5013.