BMW e Motorrad Osten

What BMW e Motorrad Osten does

BMW e Motorrad Osten ("Osten BMW") is an authorized BMW and BMW Motorrad dealership group headquartered in São José dos Campos, São Paulo state, Brazil, founded in 2004. It operates five physical locations across São Paulo state — Barra Funda, Anália Franco, and Perdizes in São Paulo city, plus São José dos Campos and Santos — each combining retail showroom, technical/service center, and (at four of the five) certified body and paint capabilities. Its core product is the full BMW vehicle lineup spanning electric (iX5, iX, iX M60, iX3, iX2, iX1, i7, i5 M60, i4), plug-in hybrid (X5, X5 M, X7 M60i, X3 M50 xDrive, 530e M Sport, Série 3 Sedã PHEV), and combustion models across the X, M, and 1–5 Series, augmented by a certified BMW Premium Selection pre-owned program with a 2-year manufacturer warranty.

The business model is multi-stream, anchored on one-time new and used vehicle sales and reinforced by recurring and add-on services: BMW Financial Services financing (Sign & Go with guaranteed buyback, conventional financing 6–60 months, Easy Plan for used vehicles), interest-free consórcio (consortium), insurance distribution through Porto Seguro, Tokio Marine, and Ezze, prepaid maintenance (BMW Service Inclusive Standard, Plus, and EV variants up to 5 years/60,000 km or 6 years/unlimited km), extended warranty, 24/7 roadside assistance, certified body and paint, genuine parts, original Star Marking tires, the My BMW App digital companion, and a loyalty program (BMW Fidelidade) with progressive discounts. Specialized go-to-market channels serve individual consumers (primary), corporate and fleet buyers, diplomatic customers via DSCC Brasília, and agricultural producers via direct factory billing. In 2024 the dealership added Binance Pay cryptocurrency payments, becoming the first Brazilian BMW dealer to do so, and launched Osten Go, a group-branded mobility and vehicle-rental service. Customer engagement is omnichannel: physical showrooms with test drives, website quote requests, WhatsApp inside sales, email, organic social, and a 3D virtual tour, all routed through dedicated phone/WhatsApp contacts at each location. Underlying vehicle technology and connected services — ConnectedDrive, iDrive OS 8.5 and 9, eDrive EV powertrains, the Intelligent Personal Assistant, and Proactive Care — are BMW Group IP delivered to the customer by the dealership.

Name

BMW e Motorrad Osten

Legal name

Osten BMW

Website

https://bmwosten.com.br

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Authorized BMW and BMW Motorrad dealership group operating five sales-and-service locations across São Paulo state, selling new, plug-in hybrid, and electric BMW vehicles plus certified used cars, financing, insurance, maintenance, and parts to individual, corporate, diplomatic, and rural-producer customers in Brazil.

Ownership category

akta.pro rank

Product category

Automotive Retail

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Automotive Parts and Accessories Retailers (44133)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Motor Vehicle Parts & Accessories (3714)

akta.pro industry

PRIMARYFSAJALAA

Vehicle Extended Warranty (VSC) & Mechanical Breakdown Insurance (MBI)

Financial & Insurance/Insurance — Motor, Property & Casualty/Warranty & Service Contract / Mechanical Breakdown Insurance

Keywords

• Automotive retail
• Vehicle dealerships
• Automotive services
• Vehicle financing
• Premium automotive

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new BMW vehicles including petrol, plug-in hybrid, and fully electric models
2. Used Vehicle Sales (Seminovos): Sales of certified pre-owned BMW vehicles including BMW Premium Selection program
3. After-Sales Service and Maintenance: BMW Service, BMW Service Inclusive packages, BMW Value Service, maintenance and repairs
4. Parts and Accessories: Genuine BMW parts, tires (Star Marking), Lifestyle products, and accessories
5. Financial Services: Financing (Sign & Go, Conventional, Easy Plan), extended warranty, insurance products, and vehicle consortium (consórcio)
6. Body Shop and Painting: Certified bodywork, painting, fast repairs, dent removal, polishing, and vehicle protection treatments

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

BMW e Motorrad Osten is an authorized BMW and BMW Motorrad dealership group operating five showroom and technical-center locations across São Paulo state in Brazil. It retails new and certified pre-owned BMW vehicles, and provides a comprehensive ownership ecosystem covering BMW Financial Services (Sign & Go, conventional, Easy Plan), BMW Consórcio, insurance brokerage, prepaid maintenance packages, genuine parts and tires, certified body and paint repair, roadside assistance, a loyalty program, and a cryptocurrency payment option via Binance Pay.

Product overview

BMW Osten is a BMW and BMW Motorrad dealership in São Paulo, Brazil with over 20 years of experience in the premium automotive segment. The company operates a multi-location dealership network (5 units: São José dos Campos, Barra Funda, Anália Franco, Perdizes, and Santos) selling the full BMW vehicle lineup alongside a comprehensive ecosystem of financial services, maintenance programs, and lifestyle offerings. The core product is the new BMW vehicle range spanning electric models (iX5, iX, iX M60, iX3, iX2, iX1, i7, i5 M60, i4), plug-in hybrid models (X5 xDrive50e, X5 M, X7 M60i, X3 M50 xDrive, 530e M Sport, Série 3 Sedã Plug-in híbrido), and gasoline models across the X Series, M Series (M3, M4, M2), and 1–5 Series. These are complemented by BMW Seminovos (certified pre-owned vehicles under BMW Premium Selection), BMW Serviços Financeiros (financing via Sign & Go, conventional, and Easy Plan plans), BMW Consórcio (interest-free consortium), BMW Seguros (insurance partnerships with Porto Seguro, Tokio Marine, and Ezze), BMW Service Inclusive (prepaid maintenance packages), BMW Garantia Estendida (extended warranty), BMW Roadside Assistance, Programa BMW Fidelidade (progressive discount loyalty program), My BMW App (connected vehicle companion app with remote control and Amazon Alexa integration), BMW Funilaria e Pintura Certificada (certified body and paint repair), BMW ConnectedDrive (digital services including navigation, voice assistant, and remote functions), BMW Peças Originais (genuine parts), BMW Pneus Originais (original tires with Star Marking), BMW Lifestyle (merchandise), BMW Vendas Corporativas e Especiais (corporate, rural producer, and diplomatic sales programs), BMW em Cripto (Binance Pay cryptocurrency payment), Osten Go (mobility service), BMW Protection (vehicle armor), and BMW Estética (vehicle aesthetics).

Differentiator

Problem solved

Functional benefit

Products and services

• BMW Novos (New Vehicles) Sales of new BMW vehicles including electric (iX5, BMW iX, BMW iX M60, BMW iX3, BMW iX2, BMW iX1, BMW i7, BMW i5 M60, BMW i4), plug-in hybrid (X5, X5 M, X7 M60i, X3 M50 xDrive, 530e M Sport, Série 3 Sedã Plug-in híbrido), and petrol models across the X Series, M Series, and 1–5 Series to premium individual buyers, corporate customers, diplomats, and rural producers in São Paulo state.
• BMW Seminovos (Pre-Owned Vehicles) Sales of certified pre-owned BMW vehicles with a 2-year manufacturer warranty and unlimited mileage under the BMW Premium Selection program, including verified vehicle history and quality inspection, targeted at premium individual buyers seeking BMW ownership with manufacturer-backed assurance.
• BMW Serviços Financeiros – Financiamento Vehicle financing solutions including Sign & Go (balloon financing with guaranteed dealer buyback, flexible down payment, 12/24/36 month terms), Conventional Financing (flexible down payment, 6–60 month terms, up to 4 intermediate payments limited to 40% of vehicle value), and Easy Plan (for pre-owned vehicles, up to 60% down payment, 24–36 month terms, 40% final installment).
• BMW Consórcio Interest-free vehicle acquisition consortium with multiple term options, monthly assembly drawings, multi-lance options, and no reserve-fund charges, enabling planned purchase of a new BMW vehicle.
• BMW Seguros BMW auto insurance brokered in partnership with Porto Seguro, Tokio Marine, and Ezze, covering all new BMW models with preferential repairs at authorized BMW dealerships and optional Mercosul coverage.
• BMW Service Inclusive Prepaid maintenance packages (Standard and Plus) covering oil changes, filter replacements, brake pads/discs, wiper blades, and clutch for new, used, or electric vehicles, with coverage up to 5 years / 60,000 km (or 6 years / unlimited km for fully electric vehicles).
• BMW Garantia Estendida Extended warranty extending the standard 2-year legal warranty to 3–5 years or up to 200,000 km, including rapid repairs with genuine BMW parts and 24-hour BMW Assistance.
• BMW Roadside Assistance Free 24/7/365 roadside assistance available by phone, My BMW App, or in-vehicle BMW SOS button, including accident and breakdown recovery to the nearest authorized BMW dealership.
• Programa BMW Fidelidade Loyalty program offering progressive discounts on maintenance and repair services at authorized BMW dealerships, reaching up to 30% for CBS-monitored services and 20% for other repairs, scaling with vehicle age and anniversary.
• BMW Funilaria e Pintura Certificada Certified body and paint repair services using genuine BMW parts, including fast repair, dent removal, polishing, varnishing, waterproofing, and air-conditioning sanitization to restore vehicles to original condition.
• BMW Vendas Corporativas e Especiais Corporate and special sales programs including BMW Produtor Rural (agribusiness discounts via direct factory billing), Vendas Corporativas (fleet sales with preferential rates and tailored financing), and Vendas Diplomáticas (diplomatic tax exemptions for accredited diplomats).
• BMW – Vender seu Veículo BMW trade-in and direct purchase service in which BMW Osten acquires the customer's premium vehicle with a transparent, honest proposal.
• BMW – Consignar seu Veículo (Campanha Troca Fácil Osten) Vehicle consignment program accepting vehicles up to 5 years old with up to 50,000 km, serviced at authorized dealerships with an approved inspection report and no restrictions.
• BMW Peças Originais Genuine BMW replacement parts developed, manufactured, and tested specifically for each BMW model, backed by up to 24 months of warranty and designed to preserve vehicle safety, reliability, and resale value.
• BMW Pneus Originais Star Marking Original BMW tires and Star Marking wheels designed and tested to fit each BMW model, ensuring maximum grip, performance, fuel economy, and driving pleasure.
• BMW Lifestyle BMW-branded lifestyle merchandise collection including luggage, sunglasses, accessories, keychains, and BMW M Motorsport branded items made from sustainable, high-quality materials.
• BMW Wallbox / BMW Flexible Fast Charger BMW home charging solutions bundled with electric and plug-in hybrid vehicles, including Wallbox Essential 3.0 (up to 11 kW charging) and Flexible Fast Charger 2.0 for flexible home charging, managed via My BMW App.
• BMW em Cripto Cryptocurrency payment option enabled through the Binance Pay partnership, allowing customers to purchase BMW vehicles quickly, securely, and efficiently using cryptocurrencies.
• Osten Go Osten Group mobility service providing additional vehicle access and mobility options for BMW Osten customers.
• BMW Protection (Blindagem) Vehicle armor/blindage service meeting BMW quality standards, available as an add-on for vehicles requiring additional protection.

Quantifiable outcome

• Up to 30% discount on CBS-monitored services through BMW Fidelidade loyalty program for vehicles 10+ years old
• +1 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability12 records

Feature4 records

Partnerships

One partnership is on record.

• BinanceminorGTM or Marketing PartnerCryptocurrency payment partnership enabling customers to purchase BMW vehicles using cryptocurrency through Binance Pay. Osten BMW guides customers through the process of using Binance Pay for vehicle acquisitions. First Brazilian BMW dealership to offer cryptocurrency payments.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Grupo Müller: Brazilian premium multi-brand dealer group with BMW representation, multi-site showroom footprint and certified service centers. Comparable to Osten in business model and premium-segment target customer profile.
• Bavaria Motors: Brazilian authorized BMW dealership network with showroom and service operations comparable to Osten's model. Operates in overlapping Brazilian premium markets with the same single-brand franchise structure, certified service, and parts/accessories attach.
• Caltabiano: Brazilian premium automotive retailer with authorized representation of European luxury brands including BMW/Mini. Comparable to Osten in authorized-dealer structure, parts and certified aftersales offerings, and São Paulo catchment coverage.
• Europamotors: Brazilian authorized premium automotive dealer group operating multi-brand and BMW dealerships across major Brazilian cities. Directly competes with Osten BMW for São Paulo-area premium buyers using the same BMW franchise model, multi-location showrooms, and aftersales services.

Broad incumbents

• Asbury Automotive Group: NYSE-listed US automotive retailer with a strong premium/luxury franchise portfolio. Comparable to Osten in authorized-dealer operating model, premium-SUV-heavy mix, certified service operations, and parts/accessories attach revenue.
• Group 1 Automotive, Inc. NYSE-listed US and UK premium automotive retailer with luxury franchise operations. Comparable to Osten in authorized-dealer structure, premium customer segment, F&I attach, and aftersales revenue mix.
• Sonic Automotive, Inc. NYSE-listed US automotive retailer with a dedicated premium/luxury franchise segment (EchoPark and franchised dealers). Comparable to Osten in premium franchise economics, certified service and parts operations, and metropolitan-territory dealership model.
• AutoNation, Inc. Fortune 500 US automotive retailer with substantial premium/luxury franchise operations across multiple states. Comparable to Osten in franchise dealership model, new+used vehicle sales, F&I attach, and aftersales service revenue mix, though at much larger US scale.
• Inchcape plc: London-listed global premium automotive distributor and retailer with significant operations across Latin America, including Brazil. Competes with Osten at the broader premium automotive retail level with multi-brand, multi-country scale and similar new/used/services/parts revenue model.
• Lithia Motors, Inc. NYSE-listed US automotive retailer group with nationwide premium franchise operations and growing international footprint. Comparable to Osten in multi-brand/multi-location franchise structure, F&I and parts/service attach economics, and capital-intensive real-estate model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/bmwosten
• LinkedInlinkedin.com/company/bmw-e-motorrad-osten
• Instagraminstagram.com/bmwosten

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 BMW e Motorrad Osten