SETMA

What SETMA does

SETMA SA is a French distributor and retailer of aftermarket automotive electronics headquartered in Gretz-Armainvilliers, France. The company operates an e-commerce storefront (www.setma-sa.com) and physical retail stores, selling car audio, multimedia systems, dash cams, GPS tracking devices, hands-free kits, parking assistance, amplifiers, and related installation accessories. The catalog spans vehicle-specific fitments for major European brands (Citroen, Dacia, Ford, Hyundai, Jeep, Kia, Nissan, Peugeot, Renault, Skoda, Toyota, Volkswagen) as well as universal products, motorcycle accessories, and electric vehicle charging cables.

The company serves three primary segments: professional automotive electronics installers (the primary vertical segment), commercial fleet operators requiring tracking and communications equipment, and individual consumers upgrading personal vehicles. SETMA offers a custom cable manufacturing service ('Cable sur mesure') for bespoke wiring harnesses and a product configurator on the website for vehicle-specific selection. The technical support function ([email protected]) and professional account opening ('Ouverture de compte') support B2B installer workflows.

The business model is straightforward hardware resale with one-time unit pricing ranging from €0.48 (small connectors) to €690 (premium dash cams). Revenue is generated through direct e-commerce transactions and in-store sales, with no subscription, recurring, or SaaS component. Geography is restricted to France. The company is a privately held Société Anonyme with no disclosed parent, institutional investors, or external funding.

Name

SETMA

Legal name

SETMA SA

Website

https://setma-sa.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

SETMA SA is a French distributor and retailer of aftermarket automotive electronics, including car audio, multimedia, dash cams, GPS trackers, and EV charging accessories, serving professional installers, fleet operators, and consumers in France through e-commerce and physical stores.

Ownership category

akta.pro rank

Product category

Automotive Electronics Retail

NAICS

Automotive Parts and Accessories Retailers (44133), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro industry

PRIMARYIMACANAH

Aftermarket Electronics & Infotainment Accessories Manufacturing (Audio/Navigation/Dash Cams/Alarms/Remote Start)

Industrials, Manufacturing & Construction/Automotive & Mobility Manufacturing/Automotive Aftermarket Parts & Accessories Manufacturing

SECONDARYCRAFACAK

Automotive Accessories & Aftermarket DTC

Consumer Products & Retail/E-commerce & Marketplaces/Direct-to-Consumer (DTC) Brand E-commerce

SECONDARYCRAOANAG

Tools, shop equipment & garage supplies distribution (diagnostic tools, lifts, compressors, PPE)

Consumer Products & Retail/Wholesale, Distribution & Category Management/Automotive Aftermarket Parts & Accessories Distribution

SECONDARYIMACANAG

Aftermarket Lighting & Visibility Products Manufacturing (Bulbs/LED Kits/Headlamps/Mirrors/Cameras)

Industrials, Manufacturing & Construction/Automotive & Mobility Manufacturing/Automotive Aftermarket Parts & Accessories Manufacturing

Keywords

• Automotive electronics distribution
• Car audio systems
• Vehicle multimedia accessories
• Aftermarket car electronics
• Dash cam equipment

Headquarters

HQ city

Gretz-Armainvilliers

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: SETMA generates revenue through direct sales of automotive electronics and accessories including car radios, multimedia systems, dash cams, GPS trackers, amplifiers, security systems, and related components. The business operates as both B2C e-commerce and B2B distribution for professional installers. Products are sold at fixed unit prices with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

SETMA distributes and retails aftermarket automotive electronics including car radios, multimedia systems, dash cams, GPS trackers, amplifiers, hands-free kits, fixed vehicle telephones, backup cameras, and parking sensors. The company sells both universal and vehicle-specific solutions for major European brands (Citroën, Peugeot, Renault, Volkswagen, Toyota, etc.) and offers custom cable/wiring harnesses alongside workshop supplies for professional installers and individual consumers in France.

Product overview

SETMA is a French automotive electronics distributor offering a comprehensive catalog of car audio, multimedia, security, and accessories products. The portfolio centers on car radios/multimedia systems (Android and Windows CE-based with vehicle-specific and universal options), dash cams and backup cameras (including Thinkware, GNET, and motorcycle-specific solutions), amplifiers (Phoenix Gold and vehicle-specific brands), hands-free kits (BODY/Parrot systems), fixed vehicle telephones (PEIKER and BURY 4G/LTE), GPS tracking beacons, parking assistance systems, and voltage converters. The product line also includes specialized motorcycle accessories, electric vehicle charging products, and extensive workshop supplies (connectors, fuses, cables). Notable integration support exists for Apple CarPlay and Android Auto via dedicated interfaces. The company operates from Gretz-Armainvilliers, France, and serves both individual consumers and professional installers.

Differentiator

Problem solved

Functional benefit

Products and services

• Car Radio / Multimedia Systems

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Yakarouler: French online auto parts retailer specializing in aftermarket parts and accessories for European vehicles. Directly comparable to SETMA in customer segment (French DIYers and installers) and product breadth across automotive categories.
• Mister Auto: Major French online retailer of automotive parts and accessories, including electronics, maintenance parts, and accessories. Direct competitor to SETMA in the French e-commerce aftermarket category, with comparable B2C focus and similar brand portfolio.
• Autodoc: Pan-European online retailer of automotive parts and accessories with a French storefront. Directly comparable business model to SETMA but at materially larger scale and broader geographic footprint, putting pricing pressure on niche French players.
• Oscaro: French online auto parts marketplace offering parts and accessories for all major European vehicle brands. Comparable to SETMA in its French-market DTC focus on aftermarket automotive products, though with broader parts coverage.
• Pièces Auto: French online auto parts retailer offering replacement and aftermarket parts for European vehicles. Directly comparable e-commerce model to SETMA's setma-sa.com, with overlap in product categories.

Broad incumbents

• Alliance Automotive Group: European distributor of automotive aftermarket parts with significant French operations. Comparable wholesale and distribution model to SETMA's B2B channel, but operating at substantially larger scale across multiple categories.
• Feu Vert: Major French automotive aftermarket chain offering parts, accessories, and fitting services through owned centers. Comparable to SETMA in target customer (French vehicle owners) but with physical retail scale and service capabilities.
• Norauto: Leading French automotive service and parts retailer with extensive physical centers. Comparable to SETMA in French-market automotive aftermarket focus but operates at much larger scale and includes installation services SETMA does not offer.
• Roady: French automotive center network offering parts, accessories, and installation services. Comparable to SETMA in French-market aftermarket focus and target customer segments, but with broader service offerings.
• Valeo Service: Global automotive supplier with an aftermarket parts division covering electronics, lighting, and wiper systems. Comparable to SETMA in automotive electronics aftermarket categories, though as a tier-1 OEM and aftermarket brand owner rather than a distributor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/setma

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 SETMA