Astara Retail

What Astara Retail does

Astara Retail is a Peruvian multi-brand automotive dealership group operating as the exclusive retailer for Kia, Mitsubishi, Peugeot, Chery, and GAC Motor, with MG now appearing as an additional represented brand. Headquartered in Lima, the company sells new vehicles (pricing spanning from entry-level ~$12,490 USD for the GAC GS3 to ~$60,990 USD for the Mitsubishi Montero Sport), certified pre-owned vehicles (seminuevos), and original parts and accessories through multiple channels: brand-specific physical showrooms across Lima, online reservations via reservas.astararetail.pe, WhatsApp and phone sales lines, and online marketplace listings on Mercado Libre and Juntoz with nationwide delivery. The company operates four Lima-based parts locations and certified after-sales service centers with online appointment booking through in-touch.com.pe, plus a VIN-based vehicle purchase tracking system (tracking-vehiculo).

The company serves two primary segments: individual consumers purchasing vehicles for personal use, and corporate fleet customers requiring bulk procurement, fleet planning, planned maintenance, and retoma (fleet rotation/trade-in) programs. The corporate fleet division operates with dedicated account managers and the company describes itself as a leader in fleet management in Peru. Revenue is generated through one-time unit sales of new and used vehicles (one-time license model), recurring after-sales service revenue at certified workshops (professional services model), and recurring parts and accessories sales. Astara Retail is the Peruvian subsidiary of Grupo Astara, a regional automotive group with operations in Chile, Argentina, Colombia, and Peru, and has accumulated more than 25 years of operating history in the Peruvian market under the Limautos brand identity.

Name

Astara Retail

Legal name

Astara Retail

Website

https://astararetail.pe

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

Astara Retail is a Lima-based Peruvian multi-brand automotive dealership group operating as exclusive retailer for Kia, Mitsubishi, Peugeot, Chery, GAC Motor, and MG, selling new and pre-owned vehicles, parts, accessories, after-sales service, and corporate fleet management solutions to individual consumers and enterprise fleet customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Lima

HQ country

Peru

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations

Revenue model

1. New Vehicle Sales: Sale of new vehicles from multiple brands (Kia, Mitsubishi, Peugeot, Chery, GAC Motor) through dealership network
2. Used Vehicle Sales (Seminuevos): Purchase and resale of pre-owned vehicles through dedicated seminuevos platform
3. Parts and Accessories: Sale of original parts and accessories through physical locations and online marketplaces (Mercado Libre, Juntoz) with nationwide delivery
4. After-Sales Service: Maintenance, repairs, and service appointments through certified workshops
5. Fleet Management: Corporate fleet vehicle management including planned maintenance, retomas (fleet rotation), and fleet planning services for businesses

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Astara Retail is a multi-brand automotive dealership group operating in Peru as the exclusive retailer for Kia, Mitsubishi, Peugeot, Chery, and GAC Motor vehicles. It sells new passenger and commercial vehicles, certified pre-owned vehicles (seminuevos), original parts and accessories, and after-sales service through physical showrooms and online portals. The company also provides corporate fleet management solutions including fleet planning, maintenance, and vehicle rotation (retomas) services for enterprise customers.

Product overview

Astara Retail is a Peruvian automotive retailer operating as the exclusive dealer for multiple vehicle brands: KIA, Chery, Mitsubishi, Peugeot, and GAC Motor. The company offers a comprehensive automotive portfolio including new vehicles across SUV, sedan, pickup, and commercial segments; certified pre-owned vehicles; original parts and accessories; after-sales service appointments; vehicle purchase tracking; and corporate fleet solutions. The product offering spans from entry-level compact cars to full-size SUVs and commercial vans, serving both individual consumers and business fleets.

Differentiator

Problem solved

Functional benefit

Products and services

• Kia Vehicles

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and flagship.

• KiacoreChannel Partner/ Reseller/ DistributorExclusive dealership and distribution partner for Kia vehicles in Peru. Operates Kia-specific showrooms and sales operations under the Astara Retail network.
• Mitsubishi MotorscoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Mitsubishi Motors vehicles in Peru. Sells full range of Mitsubishi models including Xpander, Montero Sport, L200, and Outlander.
• PeugeotcoreChannel Partner/ Reseller/ DistributorOfficial Peugeot dealer in Peru representing the French automaker's lineup including 2008, 3008, 5008, Partner, Boxer, and Landtrek models.
• CherycoreChannel Partner/ Reseller/ DistributorAuthorized Chery dealer in Peru offering the complete Chery model range including Tiggo and Arrizo series.
• GAC MotorcoreChannel Partner/ Reseller/ DistributorExclusive dealer for GAC Motor vehicles in Peru, representing Chinese brand with models including GS3, GS4, GS8, Emkoo, Empow, and Emzoom.
• FusocoreChannel Partner/ Reseller/ DistributorRepresents Fuso commercial vehicles as part of the Group's commercial vehicle portfolio alongside Mitsubishi truck offerings.
• Grupo AstaraflagshipStrategic or Co-development PartnerParent company and regional automotive retail leader. Grupo Astara operates across Chile, Argentina, Colombia, and Peru. Astara Retail is the Peruvian subsidiary and retailer arm.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Grupo Maquina de Riqueza (Maquinarias / Automotores): Peruvian automotive group representing multiple vehicle brands across Lima. Direct competitor in the Peruvian multi-brand dealership market with comparable showroom, service, and parts operations.
• Divemotor: One of Peru's largest multi-brand automotive dealer groups, representing brands including Toyota, Lexus, BMW, Hyundai, and others. Directly comparable as a Lima-based multi-brand automotive retailer serving both consumer and corporate customers with showrooms, service, and parts operations.
• Grupo Carsa: Peruvian automotive dealer group representing multiple brands including JAC, DFSK, and others with showrooms, parts, and service centers. Directly comparable multi-brand retail model targeting similar price-segment buyers in Peru.
• Grupo Pana: Major Peruvian multi-brand automotive group operating showrooms, parts, and service across Lima. Competes directly with Astara Retail for the same consumer and corporate vehicle-buying audience in Peru's automotive retail market.

Regional players

• Indumotora: Multi-brand automotive distributor with operations across Chile and Peru (formerly representing Hyundai, Kia, and others). Comparable as a regional multi-brand retail and distribution platform serving similar OEM partners in adjacent Latin American markets.
• Grupo Maresa: Ecuadorian multi-brand automotive distributor (representing Chery, Great Wall, JAC, Foton and others). Comparable as a regional multi-brand dealer group particularly strong in Chinese OEMs that overlap with Astara Retail's Chery and GAC partnerships.
• Kaufmann: Major Chilean automotive group representing Mercedes-Benz, Jeep, Dodge, RAM, Fiat, and others. Comparable regional multi-brand retail and distribution group operating under similar dealership economics across South America.
• Salfa: Chilean automotive group with multi-brand retail and commercial vehicle operations. Comparable as a regional multi-brand automotive retailer with parts, service, and fleet capabilities across South American markets.
• Derco: Chilean-headquartered automotive group with multi-brand distribution (Suzuki, Mazda, Citroën, Renault and others) and presence in Peru, Colombia, and Bolivia. Highly comparable regional multi-brand automotive distribution platform with similar OEM partnership model.

Broad incumbents

• Inchcape: Global automotive distributor with significant Latin American presence across multiple markets. Comparable as a broad incumbent operating multi-brand automotive distribution at much larger scale than Astara Retail.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCi3oqll2htydgcazIlTWapA
• Facebookfacebook.com/limautos
• LinkedInlinkedin.com/company/astararetail
• Instagraminstagram.com/kialimautos

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 Astara Retail