SETMA
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.
- Company typePrivate
- Founded-
- HeadquartersGretz-Armainvilliers, France
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
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.
SETMA firmographics
Firmographics- 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
SETMA industry classification
Industry- 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 primary industry
- Aftermarket Electronics & Infotainment Accessories Manufacturing (Audio/Navigation/Dash Cams/Alarms/Remote Start) (IMACANAH)
- akta.pro secondary industries
- Automotive Accessories & Aftermarket DTC (CRAFACAK), Tools, shop equipment & garage supplies distribution (diagnostic tools, lifts, compressors, PPE) (CRAOANAG), Aftermarket Lighting & Visibility Products Manufacturing (Bulbs/LED Kits/Headlamps/Mirrors/Cameras) (IMACANAG)
Keywords
Where SETMA is headquartered
LocationHeadquarters
- HQ city
- Gretz-Armainvilliers
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
SETMA business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product unit pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels1 record
SETMA product offering
Product offeringCore 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
Companies that use SETMA
Customer profileSegments3 records
Ideal customer profiles3 records
SETMA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
SETMA partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
SETMA competitors and assessment
Company assessmentDirect 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
SETMA social profiles
Digital presenceSETMA financial estimates
Financial estimateRevenue estimate
Valuation estimate
SETMA leadership team
Management profileNumber of profiles
SETMA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SETMA 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 SETMA
What does SETMA do?
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.
Is SETMA a public or private company?
SETMA is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SETMA founded?
SETMA was founded in -1. It employs 11 to 50 people.
Where is SETMA based?
SETMA is headquartered in Gretz-Armainvilliers, France, in the Europe region.
How does SETMA make money?
One revenue line is on record: product Sales.
Who are SETMA's main competitors?
Direct peers on record are Yakarouler, Mister Auto, Autodoc, Oscaro and Pièces Auto. Broad incumbents are Alliance Automotive Group, Feu Vert, Norauto, Roady and Valeo Service.
Does SETMA have an API?
No public API is recorded for SETMA.
What industry is SETMA in?
SETMA's product category is Automotive Electronics Retail. Its primary akta.pro industry code is IMACANAH, Aftermarket Electronics & Infotainment Accessories Manufacturing (Audio/Navigation/Dash Cams/Alarms/Remote Start), with a secondary code of CRAFACAK, Automotive Accessories & Aftermarket DTC. Its NAICS code is 44133 and its SIC code is 5013.