European Motor Distributors

What European Motor Distributors does

European Motor Distributors (EMD) is the official authorized importer and distributor of six Volkswagen Group brands, including Audi, CUPRA, Škoda, Porsche, Volkswagen, and Volkswagen Commercial Vehicles, for the New Zealand market. Founded in 1977 by Sir Colin Giltrap, EMD operates from its head office in Grey Lynn, Auckland, and a dedicated Parts & Distribution Centre in Māngere, Auckland, with 150+ employees across the two locations. The company is privately owned by the Giltrap Group, a diversified automotive conglomerate that imports, retails, and distributes 18 of the world's automotive brands and employs over 1,000 individuals across New Zealand.

EMD's business model rests on three revenue streams: vehicle sales (importing and distributing new vehicles through a network of authorized dealers, both Giltrap Group-owned and independent), parts and accessories distribution through the Māngere facility, and service and support revenue including warranty administration and roadside assistance. The go-to-market is exclusively channel-based, with EMD serving as the wholesale importer and a dealer network handling retail. EMD additionally operates a dedicated Corporate/Fleet Relationship Management function for direct sales to corporate and government fleet customers. Customers fall into three primary segments: individual consumers seeking premium European vehicles, corporate and government fleet operators, and commercial vehicle buyers using Volkswagen Commercial Vehicles.

The company's technology stack is limited to vehicle distribution and logistics systems, with no proprietary software, no mobile applications, no public API, and no AI/ML capabilities. EMD markets through six brand-specific New Zealand websites, a corporate LinkedIn presence, and social media channels. The company's stated vision is to be "the best small automotive importer in the world," and it is preparing for Audi's 2026 transition to fully electric-only new model launches, which will require dealer network EV servicing capability and charging infrastructure support. EMD has no disclosed funding rounds, no M&A activity, no public listing, and no reported leadership changes, reflecting its mature, stable operating profile within the Giltrap Group conglomerate structure.

Name

European Motor Distributors

Legal name

European Motors Distributors Limited

Website

https://europeanmotors.co.nz

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

51–100 employees

Short description

European Motor Distributors is the authorized importer and distributor of six Volkswagen Group brands (Audi, CUPRA, Škoda, Porsche, Volkswagen, Volkswagen Commercial Vehicles) across New Zealand, serving individual consumers, corporate and government fleet customers, and commercial vehicle buyers through a network of authorized dealers.

Ownership category

akta.pro rank

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Revenue generated from importing and distributing new vehicles from six European automotive brands (Audi, CUPRA, Škoda, Porsche, Volkswagen, Volkswagen Commercial Vehicles) to the New Zealand market through authorised dealers.
2. Parts & Accessories Sales: Revenue from parts and accessories distribution through the EMD Parts & Distribution Centre located in Māngere, Auckland.
3. Service & Support: Revenue from vehicle servicing support, warranty administration, roadside assistance services, and ongoing vehicle service through authorised dealers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

European Motor Distributors is the official authorised importer and distributor of six European automotive brands from the Volkswagen Group — Audi, CUPRA, Škoda, Porsche, Volkswagen, and Volkswagen Commercial Vehicles — to the New Zealand market. The company imports vehicles, distributes them through a national network of authorised dealers (Giltrap Group dealers and independent authorised dealers), operates a dedicated Parts & Distribution Centre in Auckland, and provides corporate fleet relationship management for fleet customers.

Product overview

European Motor Distributors is an official importer and distributor of six European automotive brands from the Volkswagen Group: Audi, CUPRA, Škoda, Porsche, Volkswagen, and Volkswagen Commercial Vehicles. The company operates as a vehicle distribution business, bringing these prestigious European automotive brands to the New Zealand market. Rather than a unified software platform, the product portfolio consists of multiple distinct automotive brand offerings, each representing different market segments from luxury (Audi, Porsche) to performance (CUPRA), practical (Škoda, Volkswagen), and commercial (Volkswagen Commercial Vehicles). The company was established in 1977 and remains privately owned by the Giltrap Group.

Differentiator

Problem solved

Functional benefit

Products and services

• Audi German luxury automotive brand distributed by EMD in New Zealand, offering premium vehicles with a stated commitment to launching only new fully electric models worldwide from 2026 onwards.
• CUPRA Spanish performance car brand distributed by EMD in New Zealand, positioned for buyers who embrace unconventional paths and seek extraordinary design and performance vehicles.
• Škoda Czech automotive brand with over 126 years of history, part of the Volkswagen family since 1991, distributed by EMD in New Zealand and offering smart, practical vehicles designed to make life easier.
• Porsche German luxury sports car manufacturer founded in 1948, distributed by EMD in New Zealand, known for iconic sports cars including the 911, Taycan electric vehicle, and Cayenne SUV.
• Volkswagen German mass-market automotive brand founded in 1937, distributed by EMD in New Zealand, committed to producing vehicles of high quality while making German engineering accessible and affordable.
• Volkswagen Commercial Vehicles Leading manufacturer of mobility solutions for transportation of goods, services and people, distributed by EMD in New Zealand and providing premium commercial vans and light commercial vehicles for businesses and families.
• Parts & Accessories Distribution Centralised parts and accessories distribution service operated through EMD's Parts & Distribution Centre in Māngere, Auckland, supplying the authorised dealer network across New Zealand for the six distributed brands.
• Service & Warranty Support Vehicle servicing support, warranty administration, and roadside assistance services delivered through EMD's authorised dealer network for the six distributed brands.
• Corporate & Fleet Relationship Management Dedicated corporate and fleet sales channel for corporate and government fleet customers, providing direct relationship management, volume procurement support, and ongoing fleet service coordination.

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

Partnerships

Three partnerships are on record, tiered core and minor.

• Giltrap GroupcoreChannel Partner/ Reseller/ Distributor · 1 January 1977European Motor Distributors is privately owned by the Giltrap Group. Giltrap Group Holdings Limited is the parent company that owns EMD and other automotive businesses. The Giltrap Group employs over 1000 individuals and imports, retails and distributes 18 of the world's best automotive brands in New Zealand.
• Volkswagen GroupcoreStrategic or Co-development PartnerEuropean Motor Distributors is the official importer and distributor of six Volkswagen Group brands (Audi, CUPRA, Škoda, Porsche, Volkswagen, Volkswagen Commercial Vehicles) in New Zealand. This is an exclusive distribution partnership for the New Zealand market.
• Sir John KirwanminorStrategic or Co-development PartnerEMD works with Sir John Kirwan and the Giltrap Group on the Giltrap CARE programme to support the health and wellbeing of employees through mental health support and wellness initiatives.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/european-motor-distributors

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 European Motor Distributors