AMSM

What AMSM does

AMSM (Avto-Moto Sojuz na Makedonija) is the national automobile and motorcycle association of North Macedonia, founded in 1945 and headquartered in Skopje. It operates as the sole Macedonian member of the FIA (Fédération Internationale de l'Automobile) since 1994 and of ARC Europe since 1997, granting it exclusive authority to issue international driving documents, authorizations for driving foreign vehicles, and reciprocal roadside assistance coverage across Europe. The organization provides a vertically integrated automotive services platform spanning mandatory vehicle technical inspections (4 stations in Skopje Center, Skopje Čair, Veles, and Kičevo), 24/7 roadside assistance and towing from 9 operational bases with 20+ specialized vehicles, automotive repair and mobile fleet service, insurance brokerage through subsidiary Mobiliti Broker AD Skopje, vehicle certification and homologation, driving school training (Auto Škola Mobiliti Plus), one PETROL fuel station, and distribution of technical inspection equipment via AMSM Trade (including Muller AUTOMOTIVE regional rights covering North Macedonia, Kosovo, and Albania).

The commercial core is a tiered annual membership system sold to individual motorists and corporate fleets: Light (690 MKD), Classic (1,690 MKD), Business (1,990 MKD), Europe Premium (3,590 MKD), and Business Europe Premium (4,200 MKD), with recurring 12-month billing. Revenue is supplemented by regulated inspection fees, insurance brokerage commissions, co-branded VISA AMSM credit cards issued with Sparkasse Bank, fuel margins, equipment sales, and document issuance fees. Supporting digital infrastructure includes an online membership portal (epayclenstvo.amsm.com.mk), a mobile application for real-time road conditions, and the Klub Mobiliti monthly magazine. Member-facing ecosystem features include a 250+ domestic partner discount network, the Show your Card! program covering 25,000+ stores in Europe/USA/Canada, a referral program, and Silver/Gold/Platinum loyalty tiers rewarding 5+ years of continuous membership.

Name

AMSM

Legal name

Avto-Moto Sojuz na Makedonija

Website

https://amsm.mk

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

51–100 employees

Short description

AMSM (Avto-Moto Sojuz na Makedonija) is the national automobile association of North Macedonia, providing tiered roadside assistance memberships, mandatory vehicle technical inspections, towing, automotive service, insurance brokerage, and driving school services to individual motorists and corporate fleet operators across the country and Europe.

Ownership category

akta.pro rank

Product category

Automotive Membership & Roadside Assistance Services

NAICS

Business Associations (813910)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Motorsport Sanctioning Bodies (FIA/FIM/IMSA, etc.) (MPAKAFAH)

akta.pro secondary industry

Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD)

Keywords

• Roadside assistance services
• Vehicle technical inspection
• Automobile association membership
• Towing and recovery services
• Driver education services

Headquarters

HQ city

Skopje

HQ country

North Macedonia

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Membership Fees: Annual membership packages (Classic, Europe Premium, Light, Business, Business Europe Premium) sold to individuals and legal entities. Members receive roadside assistance, towing, vehicle inspections, and partner discounts. Revenue is recurring on a 12-month cycle.
2. Vehicle Technical Inspection Services: Mandatory vehicle technical inspections (technical pregled) conducted at AMSM stations in Skopje Center, Čair, Veles, and Kičevo. Fees are regulated per vehicle category.
3. Insurance Brokerage: Mobiliti Broker AD Skopje acts as insurance broker, consultant, and representative for clients, placing them with insurance companies. Broker services are free for customers — revenue comes from commissions from insurance companies.
4. Technical Inspection Equipment & Supplies: AMSM Trade distributes equipment for technical inspection, automotive diagnostics, auto services, and calibration of analog and digital tachographs. Also sells batteries (VARTA, PERION, STARTER brands).
5. Fuel Sales: PETROL fuel station located within AMSM Technical Inspection Station Skopje-Čair, selling Eurosuper 95, Eurodiesel BS, and TNG (LPG).
6. International Documents: Issuance of international driving licenses, authorizations for driving foreign vehicles, and green cards. Fees are charged per document.
7. VISA AMSM Credit Card: Co-branded credit cards with Sparkasse Bank (VISA AMSM Classic and VISA AMSM Europe Premium). AMSM earns referral/affiliation benefits; card holders get included membership services and credit facilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

AMSM (Avto-Moto Sojuz na Makedonija) is the national automobile and motorcycle association of North Macedonia, selling annual membership subscriptions (Classic, Europe Premium, Light, Business, and Business Europe Premium tiers) that provide 24/7 roadside assistance, vehicle towing up to 200 km, flat-tire/fuel/jump-start support, and European coverage through ARC Europe. Beyond membership, AMSM directly operates mandatory vehicle technical inspection stations, vehicle registration services, international driving document issuance, automotive repair workshops, a driving school (Auto Škola Mobiliti Plus), a PETROL fuel station, an equipment distribution business (AMSM Trade), and an affiliated insurance brokerage (Mobiliti Broker AD Skopje).

Product overview

AMSM (Авто-Мото Сојуз на Македонија / Auto-Moto Union of Macedonia) operates as a comprehensive automotive services organization offering a multi-tiered membership system (Europe Premium, Classic, Light, Business, Business Europe Premium) providing roadside assistance, vehicle towing, and travel benefits across Macedonia and Europe. The core service portfolio includes technical vehicle inspections, car service/repair (including mobile fleet services), vehicle registration, international documentation (driving licenses, vehicle permissions), insurance brokerage, driving school training, fuel station, and vehicle certification/testing. Supporting digital products include an online membership platform, mobile application, and e-testing system. Loyalty offerings encompass the Partner Program (domestic discounts), Show your Card! international program (25,000+ European retailers), family membership, referral rewards, and tiered loyalty status (Silver/Gold/Platinum). The organization also publishes Klub Mобилити magazine and operates as the sole FIA-certified mobility organization in Macedonia since 1994.

Differentiator

Problem solved

Functional benefit

Brands

• Club Mobility (Клуб Мобилити): Monthly automobile and lifestyle magazine published by AMSM covering automotive news, tests, travel, and road safety topics
• K Mobility Plus

Products and services

• Europe Premium Membership Premium annual membership package providing free roadside assistance and vehicle towing across North Macedonia and Europe, complimentary hotel accommodation or rental car abroad in case of an accident, free roadside assistance up to 5x (flat tire, fuel delivery, jump start), up to €200/€400 breakdown or accident transport allowance in Europe, 20% labor discount at AMSM service, free seasonal vehicle inspection, and the monthly Club Mobiliti magazine. Targeted at individual motorists who want full domestic and European coverage.
• Classic Membership Standard annual membership package providing free vehicle transport up to 200 km in both directions in case of breakdown, unlimited transport for accident vehicles, roadside assistance (flat tire, fuel delivery, jump start) up to 3x, 1,000 MKD travel expense coverage, a free travel info set, and Club Mobiliti magazine. Targeted at individual motorists in North Macedonia.
• Light Membership Entry-level annual membership for individuals aged 18-24, providing free vehicle transport up to 20 km in both directions in case of breakdown, roadside assistance (flat tire, fuel delivery, jump start) 1x, 600 MKD travel expense coverage, AMSM Partner discount program access, and Club Mobiliti magazine.
• Business Membership Annual per-vehicle membership for companies with fleet vehicles, providing free roadside assistance (flat tire, fuel delivery, jump start) 3x, 1,000 MKD travel expense coverage, and Club Mobiliti magazine. Services apply to the registered company vehicle only. Targeted at SMB through enterprise fleet operators.
• Business Europe Premium Membership Premium annual per-vehicle membership for companies with fleet vehicles, providing comprehensive roadside assistance and vehicle towing across North Macedonia and Europe. Targeted at corporate fleet operators needing international coverage.
• Vehicle Technical Inspection (Teхнички преглед) Mandatory vehicle technical inspection service verifying roadworthiness, including checks on brakes, lights, steering, tires, emissions, and overall vehicle safety for vehicle road registration. Conducted at AMSM technical inspection stations. A statutory/regulated service for vehicle owners.
• Vehicle Registration Service Vehicle registration and deregistration services including new registration, ownership transfer, registration renewal, trial plates, and data changes for passenger, cargo, and special vehicles. Walk-in service at AMSM Center and Čair.
• International Documents Service Issuance of international driving licenses, authorizations for driving foreign-registered vehicles in North Macedonia, and green card insurance documents for cross-border travel. Available 24/7 at AMSM Center in Skopje under AMSM's exclusive authority as the sole Macedonian FIA member.
• Car Service (Servis za avtomobili) Professional automotive service including regular maintenance, computer diagnostics, brake repairs, tire services, air conditioning service, and mobile service for fleet vehicles at customer locations. Operated at AMSM workshops in Skopje (Center), Veles, and Kičevo.
• Roadside Assistance (Помош на пат) 24/7 roadside assistance service covering flat tire replacement, fuel delivery, jump starts, and minor repairs conducted by professional mechanics deployed from 9 bases across North Macedonia. Available to both members and non-members; included free or discounted for AMSM members.
• Vehicle Towing (Шлепување) 24/7 vehicle towing service using more than 20 specialized tow trucks deployed across 9 bases, handling serious breakdowns, accidents, and vehicle immobilization for passengers and commercial vehicles across North Macedonia.
• Vehicle Certification Center (Центар за возила) Comprehensive vehicle testing and certification services at the Vehicle Center (Центар за возила) at AMSM Čair, including homologation, gas system certification, climate/film certification, tow hitch certification, and double-command system certification. Targeted at vehicle importers, modifiers, and fleet operators.
• Driving School (Auto Škola Mobiliti Plus) Professional driver training for categories A (motorcycles), B (cars), and C (trucks) with theoretical and practical instruction using modern vehicles. Operated by subsidiary Auto Škola Mobiliti Plus in Skopje. Targeted at individual learners seeking licensed driver certification.
• PETROL Fuel Station (Бензинска пумпа) Fuel station located within the AMSM Čair Technical Inspection Center complex in Skopje, offering Eurosuper 95, Eurodiesel BS, and TNG (LPG) fuels. Open to all motorists with pay-as-you-go per-liter pricing.
• Technical Inspection Equipment Distribution (AMSM Trade) Sale and distribution of technical inspection equipment, automotive diagnostic tools, and calibration equipment for analog and digital tachographs, through subsidiary AMSM Trade. Exclusive representative of Muller AUTOMOTIVE for North Macedonia, Kosovo, and Albania. Also distributes brands MATT, NORFI, SECORÜT, SAMOA and batteries (VARTA, PERION, STARTER). Targeted at automotive workshops and technical inspection stations across the Balkans.
• Insurance Brokerage (Осигурување) Insurance brokerage, consulting, and client representation through affiliate Mobiliti Broker AD Skopje. Mobiliti Broker is authorized to represent clients before insurance companies and to find optimal insurance offers across multiple providers. The service is free for customers, with revenue earned from insurer commissions. Targeted at individuals and businesses seeking insurance products.
• VISA AMSM Co-Branded Credit Card Co-branded credit card issued with Sparkasse Bank in two variants: VISA AMSM Classic and VISA AMSM Europe Premium. Bundles AMSM roadside assistance and membership services with credit facilities (12,000-180,000 MKD limit), 0% installment payments at partner merchants, up to 20% discounts at selected stores, grace period up to 42 days, free annual travel insurance (Europe Premium variant only), and 3-year validity with auto-renewal. Monthly card fee applies.
• Mobile On-Site Vehicle Service Premium on-site vehicle service delivered by fully equipped mobile service vehicles dispatched to customer locations, offering computer diagnostics, lighting checks, regular maintenance, tire services, and brake repairs. Targeted primarily at corporate fleet operators.
• B2B Road Assistance Packages Customized mobile road assistance packages for B2B clients, created as exclusive member of ARC Europe, offering uniquely tailored services for corporate fleet needs including roadside assistance, towing, and on-site vehicle service. Targeted at corporate fleet operators requiring tailored coverage.

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature2 records

Partnerships

Ten partnerships are on record, tiered minor, core and major.

• GMA (Global Mobility Alliance)minorStrategic or Co-development Partner · 1 January 2009AMSM is a member of the Global Mobility Alliance (GMA) since 2009, connecting it with mobility organizations worldwide for knowledge sharing and service expansion.
• EuroRAPminorStrategic or Co-development Partner · 1 January 2007AMSM is a member of EuroRAP (European Road Assessment Programme) since 2007, contributing to road safety assessments and infrastructure rating programs in North Macedonia.
• EuroNCAPminorStrategic or Co-development Partner · 1 January 2007AMSM is a member of EuroNCAP (European New Car Assessment Programme) since 2007, participating in vehicle safety rating programs and standards.
• IRAP (International Road Assessment Programme)minorStrategic or Co-development Partner · 1 January 2007AMSM is a member of IRAP since 2007, working on road safety infrastructure assessments.
• ARC EuropecoreStrategic or Co-development Partner · 1 January 1997AMSM is the sole Macedonian member of ARC Europe since 1997, enabling it to provide roadside assistance services across Europe for its members with Europe Premium coverage. ARC Europe is the European branch of FIA's mobility services network.
• FIA (Fédération Internationale de l'Automobile)coreStrategic or Co-development Partner · 1 January 1994AMSM is the sole Macedonian member of the FIA (World Automobile Federation) since 1994. This exclusive membership grants AMSM unique authority to issue international driving documents and authorizations for driving foreign vehicles in North Macedonia, and provides access to FIA's global road safety campaigns and mobility programs.
• Sparkasse Bank (Шпаркасе Банка)majorGTM or Marketing PartnerAMSM partners with Sparkasse Bank to offer co-branded VISA AMSM credit cards (Classic and Europe Premium variants). These cards bundle AMSM membership services with banking products, expanding AMSM's reach through the bank's customer base. The cards provide credit facilities (12,000–180,000 MKD limit), installments at partner merchants, and AMSM roadside assistance benefits.
• Muller AUTOMOTIVEmajorChannel Partner/ Reseller/ DistributorAMSM Trade is the exclusive representative of Muller AUTOMOTIVE equipment for technical inspection, automotive diagnostics, and auto service equipment across North Macedonia, Kosovo, and Albania. This gives AMSM Trade a regional distribution role for high-end automotive workshop and inspection line equipment.
• MATT, NORFI, SECORÜT, SAMOA (Equipment Brands)minorChannel Partner/ Reseller/ DistributorAMSM Trade distributes equipment brands MATT, NORFI, SECORÜT, and SAMOA for technical inspection and automotive service applications, in addition to batteries (VARTA, PERION, STARTER brands).
• Mobiliti Broker AD SkopjecoreStrategic or Co-development PartnerMobiliti Broker AD Skopje is the exclusive insurance brokerage, consulting, and representation entity affiliated with AMSM, handling all insurance-related services for AMSM members and customers. The broker is authorized to represent clients before insurance companies and find the most suitable insurance offers.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ANWB: Dutch motoring association (Royal Dutch Touring Club) offering roadside assistance, insurance, vehicle services, and travel benefits to members. ANWB's integrated insurance-and-mobility model is highly comparable to AMSM's bundled offering.
• RACC: Spain's largest automobile club providing roadside assistance, insurance, vehicle inspection, and travel services. Operates a similar membership-driven roadside model in another Southern European market.
• ADAC: Germany's largest automobile club and a fellow FIA member. ADAC operates an identical business model — tiered memberships, 24/7 roadside assistance, vehicle inspection, insurance, driving school, and travel services — making it the most directly comparable peer to AMSM, though at vastly greater scale.
• TCS (Touring Club Schweiz): Switzerland's leading motoring club with roadside assistance, driving school, vehicle inspection, and member benefit programs. Highly comparable FIA-affiliated member organization.
• Touring Club Belgium: Belgium's national automobile association providing 24/7 roadside assistance, insurance, and travel services. Another FIA-affiliated peer with a directly comparable subscription membership model.
• AAA (American Automobile Association): U.S. federation of automobile clubs providing roadside assistance, insurance, travel, and automotive services through a multi-tiered membership model. Operates an analogous business to AMSM, including a national network of contracted service providers.
• RAC (Royal Automobile Club): UK-based motoring organization offering roadside assistance, insurance, vehicle inspections, and member benefits. RAC's subscription-based roadside membership model and integrated service portfolio closely mirror AMSM's core offering.

Regional players

• HAK (Hrvatski Autoklub): Croatia's national automobile club and FIA member providing roadside assistance, vehicle inspection, and member benefits. Functions as the closest regional benchmark for AMSM across the Western Balkans.
• AMZS (Avto-Moto Zveza Slovenije): Slovenia's national automobile association and AMSM's closest geographic peer. Provides roadside assistance, technical inspection, insurance, and driving school services in a similarly small Central European market, making it a near-twin for benchmarking.
• AMSS (Auto-Moto Savez Srbije): Serbia's national automobile association offering roadside assistance, technical inspection, and member services. Operates in a directly comparable Balkans market with similar regulatory and competitive dynamics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/amsmmk

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

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 AMSM