DE BONA SRL
DE BONA SRL is a privately held Italian multi-brand automotive dealership group operating 11 authorized showrooms across northern Italy (Veneto and Trentino-Alto Adige), representing 25+ OEM brands and serving both retail consumers and B2B fleet customers with new and used vehicle sales, aftersales, and financing intermediation.
- Company typePrivate
- Founded-
- HeadquartersBolzano, Italy
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What DE BONA SRL does
DE BONA SRL is an Italian multi-brand automotive dealership group operating under the "De Bona Motors" retail brand. Headquartered in Bolzano (Partita IVA 00607560257), the company runs an authorized dealership network of 11 physical locations concentrated across the Veneto and Trentino-Alto Adige regions of northern Italy, including sites in Belluno, Bolzano, Conegliano, Padova, Rovigo, Venezia, Vicenza, Altavilla, Treviso, and Santa Lucia di Piave. The group is authorized to sell and service 25+ automotive brands spanning legacy European OEMs (Volkswagen Group marques, Stellantis brands, dedicated Maserati representation at Altavilla and Treviso), Asian manufacturers (Hyundai, Mazda, MG), and a growing portfolio of Chinese OEMs (BYD, Changan, GWM, Leapmotor, Jaecoo, Omoda, Lepas). Reported inventory stands at 2,160 vehicles.
The business generates revenue across multiple streams: new vehicle sales, used vehicle sales through the "De Bona First" certified pre-owned program, authorized aftersales service and parts, bodywork and collision repair, and intermediation of financing, leasing, and insurance products — the latter under IVASS registration RUI E000134132. Customer segments are split between retail consumers (B2C) and corporate fleet buyers (B2B), with a dedicated fleet services offering developed as a distinct sales channel. The operating model is traditional automotive retail with no disclosed proprietary technology platform or digital-native components; the underlying economics are driven by OEM allocation, showroom traffic, and aftersales attach rates.
DE BONA SRL is a privately held Italian SRL (limited liability company) with no disclosed parent group, external funding rounds, or institutional investors. The company competes in a regionally fragmented Italian dealer landscape where scale of OEM authorizations and geographic density are the primary determinants of bargaining power and margin capture.
DE BONA SRL firmographics
Firmographics- Name
- DE BONA SRL
- Legal name
- De Bona Srl
- Website
- https://gruppodebona.it
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- DE BONA SRL is a privately held Italian multi-brand automotive dealership group operating 11 authorized showrooms across northern Italy (Veneto and Trentino-Alto Adige), representing 25+ OEM brands and serving both retail consumers and B2B fleet customers with new and used vehicle sales, aftersales, and financing intermediation.
- Ownership category
- akta.pro rank
Where DE BONA SRL is headquartered
LocationHeadquarters
- HQ city
- Bolzano
- HQ country
- Italy
- HQ region
- Europe
Offices11 records
Markets served
DE BONA SRL business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Vehicle Sales: De Bona Motors generates revenue primarily through the sale of new, used, and KM0 (demonstrator/zero-km) vehicles across more than 25 automotive brands. Sales include both retail consumer transactions and B2B fleet/business sales.
- Aftersales Service & Repairs: Authorized repair workshops (officine autorizzate) provide maintenance, repair, and bodywork services. Revenue is generated through service labor and parts (magazzino ricambi).
- Vehicle Financing & Leasing: The company promotes financing options (monthly rates shown in promotions) and leasing offers (Offerte Noleggio), suggesting revenue from financial product intermediation or referral fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Monthly | New and KM0 vehicles with promotional financing rates |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
DE BONA SRL product offering
Product offeringCore offering
DE BONA SRL is a multi-brand authorized automotive retail group operating 11 dealership locations across northern Italy under the De Bona Motors / Gruppo De Bona brand. The group sells new vehicles, near-new (KM0) vehicles, certified used vehicles under the De Bona First program, and commercial vehicles from more than 25 marques, supported by authorized workshops, bodywork services, leasing offers, and trade-in / electric mobility advisory services.
Product overview
De Bona Motors operates as a multi-brand authorized car dealership network (Concessionarie auto ufficiali) with authorized workshops (Officine autorizzate) and a parts warehouse (Magazzino ricambi). The company offers a unified portfolio combining new vehicles (Auto Nuove), nearly new/KM0 vehicles, certified pre-owned cars (De Bona First), and commercial vehicles (Veicoli Commerciali) from over 30 brands including Fiat, Volkswagen, Škoda, Hyundai, Jeep, Peugeot, Opel, MG, Maserati, BYD, Changan, Jaecoo, Omoda, and others. The product ecosystem also includes complementary services such as authorized maintenance (Manutenzione e Assistenza), bodywork repair (Carrozzeria), vehicle leasing (Offerte Noleggio), electric mobility consulting (Mobilità Elettrica), and a trade-in service (Vendi la tua Auto). De Bona First serves as the certified used car sub-brand, while Fiat Professional, Opel Commerciali, Peugeot Professional, and Volkswagen Commerciali handle the light commercial vehicle segment.
Differentiator
Problem solved
Functional benefit
Brands
- De Bona First: Certified used car program featuring selected, guaranteed, and inspected pre-owned vehicles.
Products and services
- New Vehicles (Auto Nuove)
Companies that use DE BONA SRL
Customer profileSegments2 records
Ideal customer profiles2 records
DE BONA SRL technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
DE BONA SRL partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- Volkswagen Group (Volkswagen, Škoda, Audi, Seat, Cupra)coreDe Bona Motors is an authorized Volkswagen dealer with dedicated Volkswagen Venezia and Volkswagen Conegliano showrooms. The company also holds authorized dealer status for Škoda (with dedicated skoda.debona.it website), and serves as an authorized outlet for Audi and other VW Group brands through its dealership network.
- Stellantis (Fiat, Abarth, Lancia, Alfa Romeo, Jeep, Maserati, Peugeot, Opel, DS)coreDe Bona Motors holds authorized dealer status for multiple Stellantis brands: Fiat, Abarth, Lancia, Alfa Romeo, Jeep, Maserati (with dedicated maserati.debona.it site), Peugeot, Opel, and DS. Maserati is served at dedicated locations in Altavilla and Treviso. Commercial vehicles include Fiat Professional, Opel Commerciali, and Peugeot Professional.
- HyundaicoreDe Bona Motors is an authorized Hyundai dealer, serving the brand at its Vicenza location. Offers myHyundaiCare promotional program.
- MazdacoreAuthorized Mazda dealer, with Mazda vehicles sold at the Bolzano dealership location.
- MGcoreAuthorized MG dealer, offering the MG4 EV and MG EV Urban models, among others. MG brand served at the Belluno location.
- BYDcoreAuthorized BYD dealer, with BYD vehicles offered at the Conegliano location. BYD is a Chinese electric vehicle manufacturer.
- Changan (Deepal)coreAuthorized Changan dealer, serving Deepal models (Deepal S05, Deepal S07) at the Venezia location. Changan is a Chinese automotive group.
- GWM (Great Wall Motors)coreAuthorized GWM (Great Wall Motors) dealer, offering models including the Ora electric brand (Ora 5, etc.) and pick-up trucks (Tunland G7, Tunland V9). Served at the Belluno location.
- LeapmotorcoreAuthorized Leapmotor dealer, offering the Leapmotor electric vehicle brand. Served at the Vicenza location.
- Omoda & Jaecoo (Chery Group)coreAuthorized Omoda and Jaecoo dealer — both brands from the Chery automotive group. Omoda served at Belluno location; Jaecoo served at Belluno location. Promotional banners highlight Jaecoo 8 and Omoda C5.
- FotonminorAuthorized Foton dealer — a Chinese commercial vehicle manufacturer. Served at the Bolzano location.
- SportequipeminorAuthorized Sportequipe dealer — a Portuguese automotive brand. Models include Sportequipe 6 GT, Sportequipe 7 GTW, and Sportequipe 8. Served at the Belluno location.
- ICH-XminorAuthorized ICH-X dealer — an emerging electric vehicle brand. Served at the Belluno location.
- LepasminorAuthorized Lepas dealer — a Chinese automotive brand. Served at the Vicenza location.
- EMC (Electric Mobility Corporation)minorAuthorized EMC dealer — an electric mobility brand. Served at the Bolzano location.
- Volkswagen Commercial Vehicles (Veicoli Commerciali)coreAuthorized Volkswagen Commercial Vehicles dealer, serving the VW commercial range (Caddy, California, Caravelle, Transporter, Crafter, etc.) at the Venezia location. Dedicated website: volkswagen-veicolicommerciali.it/it/rete/debona.html/.
Scale indicators2 records
Recent moves6 records
Expansion highlights1 record
DE BONA SRL competitors and assessment
Company assessmentDirect peers
- Gruppo Autotorino: Large Italian multi-brand dealer group headquartered in northern Italy operating Volkswagen, Audi, BMW, Mercedes, Porsche, Stellantis and other franchises across dozens of locations. Closest comparable in scale, brand portfolio breadth, and geographic focus to De Bona Motors.
- Gruppo Bonaldi: Bergamo-based Italian multi-brand dealer group with deep Stellantis and Volkswagen franchises plus premium-brand representation in Lombardy and Veneto. Highly comparable multi-brand model and northern Italy footprint.
- Barchetti Auto: Italian multi-brand automotive dealer group operating Stellantis, BMW, Mercedes and other franchises across multiple northern Italian locations. Directly comparable authorized-dealer operating model with aftersales services.
- Gruppo Saporito: Italian multi-brand dealer group with Stellantis, Volkswagen and other franchises primarily in Campania/southern Italy. Comparable authorized-dealer model with aftersales and fleet operations, though serving a different Italian region.
- Gruppo Intergea (formerly Incar): Italian dealer group with multi-brand representation (Stellantis, VW Group and others) across northern and central Italy with significant aftersales and fleet capabilities. Comparable authorized-dealer network with regional Italian focus.
- F.lli Giacobbe: Family-owned Italian multi-brand dealer group with Stellantis and other OEM franchises primarily in southern Italy. Comparable authorized-dealer operating model, although geographic footprint differs.
Emerging players
- Brumbrum: Italy's leading online-only used-car retailer selling directly to consumers without a physical dealer network. Provides a contrasting distribution model that highlights De Bona's traditional dealership approach and the digital competitive threat.
Others
- Stellantis Italia: Italian operating unit of Stellantis, the second-largest OEM partner for De Bona (Fiat, Jeep, Peugeot, Opel, Maserati, etc.). As OEM, it controls franchise rights, model allocation, and dealer-network rationalization decisions affecting De Bona's largest revenue stream.
- Volkswagen Italia: Italian arm of Volkswagen Group, the largest OEM partner for De Bona Motors. As OEM, it sets franchise terms, vehicle supply, and dealer-network strategy that directly shape De Bona's revenue ceiling and operating model.
Broad incumbents
- Penske Automotive Group: US-headquartered but Europe-operating multi-brand automotive retailer with significant premium and commercial vehicle franchises. Represents the scaled incumbent model De Bona's regional group is benchmarked against in terms of professionalized dealer operations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
DE BONA SRL social profiles
Digital presenceDE BONA SRL compliance and trust
Trust signalCompliance2 records
DE BONA SRL financial estimates
Financial estimateRevenue estimate
Valuation estimate
DE BONA SRL leadership team
Management profileNumber of profiles
DE BONA SRL funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DE BONA SRL M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DE BONA SRL
What does DE BONA SRL do?
DE BONA SRL is a multi-brand authorized automotive retail group operating 11 dealership locations across northern Italy under the De Bona Motors / Gruppo De Bona brand. The group sells new vehicles, near-new (KM0) vehicles, certified used vehicles under the De Bona First program, and commercial vehicles from more than 25 marques, supported by authorized workshops, bodywork services, leasing offers, and trade-in / electric mobility advisory services.
Is DE BONA SRL a public or private company?
DE BONA SRL is a private company. It is classified as unknown and is currently operating.
When was DE BONA SRL founded?
DE BONA SRL was founded in -1. It employs 11 to 50 people.
Where is DE BONA SRL based?
DE BONA SRL is headquartered in Bolzano, Italy, in the Europe region.
How does DE BONA SRL make money?
Three revenue lines are on record. Vehicle Sales are the primary driver. The others are aftersales Service & Repairs and vehicle Financing & Leasing.
Who are DE BONA SRL's main competitors?
Direct peers on record are Gruppo Autotorino, Gruppo Bonaldi, Barchetti Auto, Gruppo Saporito, Gruppo Intergea (formerly Incar) and F.lli Giacobbe. Brumbrum is listed as an emerging player. Others are Stellantis Italia and Volkswagen Italia. Penske Automotive Group is listed as a broad incumbent.
Does DE BONA SRL have an API?
No public API is recorded for DE BONA SRL.