What Moto Fire Comercio does

Moto Fire Comercio, doing business as "Honda Moto Fire" and "Concessionária de Motos Honda," is a privately held authorized Honda motorcycle dealership headquartered at Avenida Bias Fortes 1354, Vila De Lourdes, in Curvelo, Minas Gerais, Brazil. The company operates a single physical retail location with a showroom and workshop, employing between 11 and 50 people. Its business encompasses the full Honda motorcycle ownership lifecycle: sales of new (0KM) Honda motorcycles across Street, Adventure, Off Road, Sport, Touring, and Urban/Scooter categories; sales of certified pre-owned motorcycles (Seminovos); an authorized workshop offering periodic and preventive maintenance, mechanical and electrical diagnostics, and original-parts replacement; parts and accessories retail through Honda Shop (hondashop.com.br); and customer financing via Honda's Consórcio consortium program. The company also runs a test-ride program, online service scheduling via Honda Digital Scheduling, and WhatsApp-based customer inquiry handling.

The business model is multi-stream and predominantly one-time transaction (vehicle sales, parts) with a recurring professional-services layer (workshop). Pricing is not publicly disclosed and is set through in-store or dealer consultation. Distribution is omnichannel at a small scale: a physical showroom and workshop anchor the business, supplemented by an official website (motofire.com.br), WhatsApp direct sales, social media engagement, and Honda's national digital platforms for service appointments, parts e-commerce, and consórcio lead capture. The technology stack is essentially vendor-provided (Honda's scheduling, e-commerce, and CRM systems) with no proprietary technology, AI/ML capabilities, APIs, or custom software disclosed.

Go-to-market is direct-to-consumer retail targeting individual motorcycle buyers, used motorcycle buyers, and Honda owners requiring authorized maintenance in the Curvelo region of Minas Gerais. No enterprise, B2B, or fleet customer segments are served. Revenue is not disclosed, no funding rounds exist, no parent company or investor is identified, and the company does not operate any subsidiaries. The strategic positioning is that of a regional authorized dealer whose value proposition is the combination of Honda brand access, factory warranty compliance, certified technicians, genuine parts, and local financing — not differentiated technology, and not differentiated scale.

Name

Moto Fire Comercio

Legal name

Moto Fire Comercio

Website

https://motofire.com.br

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Moto Fire Comercio is an authorized Honda motorcycle dealership in Curvelo, Minas Gerais, Brazil, selling new and used Honda motorcycles, operating an authorized workshop, and offering parts, accessories, and consórcio financing to individual retail customers in the surrounding region.

Ownership category

akta.pro rank

Product category

Motorcycle Dealership

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Motorcycle Manufacturing (ICE) (IMACAEAA)

akta.pro secondary industry

Dirt Bike / Motocross / Enduro Motorcycle Manufacturing (IMACAEAH)

Keywords

• Motorcycle dealership
• Honda motorcycles
• Motorcycle workshop
• Motorcycle parts
• Motorcycle financing

Headquarters

HQ city

Curvelo, Minas Gerais

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Motorcycle Sales (0KM): Sales of new Honda motorcycles including models like CB 300F Twister, Hornet 500, CB 1000R, CB 650R, Biz 125, CG 160 series, Pop110i, Elite 125, PCX, X-ADV, Honda ADV, NXR 160 Bros, XRE 190, Sahara 300, XR 300L Tornado, CRF series, TRX 420FM, CBR 1000RR-R, GL 1800 Gold Wing Tour, NX 500, Transalp 750, NC 750x
2. Used Motorcycle Sales (Seminovos): Sales of pre-owned motorcycles
3. Workshop Services: Periodic maintenance, preventive maintenance, mechanical and electrical diagnostic and repair, parts replacement with original Honda parts, adjustments and tuning for optimal motorcycle performance
4. Parts and Accessories: Sales of original Honda parts and accessories through Honda Shop online platform
5. Consortium (Consórcio): Motorcycle consortium services for customer financing and purchase planning

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Moto Fire Comercio is an authorized Honda motorcycle dealership based in Curvelo, Minas Gerais, Brazil. It sells new (0KM) and pre-owned Honda motorcycles across street, adventure, off-road, sport, and touring categories, and operates an authorized workshop offering maintenance, diagnostics, repairs, and original Honda parts. It also provides motorcycle consortium financing and test ride experiences through its Honda-aligned retail and service platform.

Product overview

Moto Fire Comercio is a Honda motorcycle dealership operating as a multi-location retail and service business in Brazil. The core product offering consists of new Honda motorcycles (0KM) across various categories including Street (CB 300F Twister, Hornet, CB 650R), Adventure (X-ADV, Honda ADV, Sahara 300), Off Road (XR 300L Tornado, CRF series, NXR 160 Bros, XRE 190), Sport (CBR 1000RR-R Fireblade), and Touring (GL 1800 Gold Wing, NC 750x, Transalp 750) models. Supporting services include pre-owned motorcycles (Seminovos), a full-service workshop (Oficina) with maintenance and repair capabilities, original parts and accessories sales, Honda motorcycle consortium financing, and test ride experiences. The company also provides digital service scheduling through Honda's appointment system.

Differentiator

Problem solved

Functional benefit

Products and services

• New Honda Motorcycles (0KM) Sales of new factory-fresh Honda motorcycles across multiple riding style categories including Street (CB 300F Twister, Hornet, CB 650R), Adventure (X-ADV, Sahara 300), Off Road (XR 300L Tornado, CRF, XRE 190), Sport (CBR 1000RR-R), Touring (GL 1800 Gold Wing), and Urban/Scooter models. Targeted at individual consumers seeking authorized Honda motorcycles with factory warranty.
• Pre-Owned Motorcycles (Seminovos) Sales of certified pre-owned Honda motorcycles offered as a more affordable ownership alternative. Targeted at budget-conscious individual buyers seeking reliable used motorcycles with dealer-backed quality assurance.
• Workshop Services (Oficina) Authorized Honda workshop providing periodic maintenance, preventive maintenance, mechanical and electrical diagnostics, parts replacement with original Honda parts, and adjustments and tuning. Targeted at Honda motorcycle owners requiring warranty-compliant service and certified technician repairs.
• Honda Parts and Accessories Sales of original Honda parts and accessories for motorcycle maintenance, repair, and customization through the Honda Shop e-commerce platform. Targeted at Honda motorcycle owners requiring genuine replacement parts and approved accessories.
• Motorcycle Consortium (Consórcio) Honda motorcycle consortium program enabling customers to purchase motorcycles through installment-based payment plans. Targeted at individual buyers seeking structured financing for Honda motorcycle acquisition.
• Test Ride Experience Test ride program allowing prospective buyers to experience Honda motorcycles before purchase. Targeted at individual consumers evaluating motorcycle models for purchase decisions.

Segments3 records

Ideal customer profiles3 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.

• Honda (Honda Moto Brasil)coreChannel Partner/ Reseller/ DistributorAuthorized Honda motorcycle dealership (Concessionária Honda) operating as the official brand representative in Curvelo, Minas Gerais. Provides new motorcycle sales, authorized workshop services, genuine Honda parts, and participates in Honda's consortium and digital service platforms including Honda Digital Scheduling and Honda Shop.

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Direct peers

• Grupo Zema: Grupo Zema is one of Brazil's largest multi-brand automotive and motorcycle dealer groups, operating across multiple states including Minas Gerais. Directly comparable as a major authorized motorcycle dealer with similar new vehicle sales, workshop services, and parts operations, though at significantly larger scale and multi-brand scope.
• Other Honda Authorized Dealers in Brazil: Honda's authorized dealer network in Brazil consists of similar independent concessionaires operating in their respective territories with the same brand, product offerings, and concessionaire business model. These are the most direct competitive peers, operating the same model in different geographies across Brazil.
• Multi-brand Independent Motorcycle Dealers: Independent multi-brand motorcycle dealers across Brazil operate the same business model as Moto Fire, offering new and used motorcycles, workshop services, and parts across multiple brands. These dealers compete for similar customers who value brand selection and flexible service options in their local markets.
• Yamaha Authorized Dealers in Brazil: Yamaha's authorized dealer network in Brazil operates the same concessionaire model as Moto Fire, selling new Yamaha motorcycles, providing authorized workshop services, and offering parts and accessories. These dealers directly compete for similar commuter, sport, and adventure motorcycle buyers in their respective territories.
• Suzuki Motor Brazil Authorized Dealers: Suzuki's authorized motorcycle dealer network in Brazil operates under a similar concessionaire model, offering new Suzuki motorcycles, workshop services, and parts. These dealers serve similar transport-conscious buyers and compete for the same customer segments in their respective territories.

Emerging players

• Online Motorcycle Marketplaces and Retailers: Online motorcycle marketplaces and emerging digital-first retailers are gaining traction in Brazil, offering new and used motorcycles with direct-to-consumer fulfillment. While not yet dominant, these platforms represent a potential disruption to traditional concessionaire models and could pressure margins and customer acquisition over time.

Regional players

• BMW Motorrad Brazil Dealers: BMW Motorrad's authorized dealer network in Brazil operates the same authorized dealership model as Moto Fire, offering new premium motorcycles, certified service, and parts. While focused on premium segments (different customer base), the dealer business model and Honda-aligned digital infrastructure patterns are directly comparable.

Broad incumbents

• Honda Motor do Brasil: Honda Motor do Brasil is the manufacturer and OEM partner supplying Moto Fire's full product lineup. While not a direct competitor (Moto Fire is a customer/partner of Honda), Honda operates its own brand presence, digital customer platforms, and strategic direction in Brazil, making it a broader incumbent that shapes the entire dealer ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/moto-fire-comercio

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 Moto Fire Comercio