What HR Motor does

HR Motor (legal entity HRmotor) is a privately held Spanish used-car dealership network founded in 1999 and headquartered in Fontellas, Navarra. It operates 32+ owned dealerships spanning all major Spanish metropolitan areas, with concentrated clusters in Madrid (4), Barcelona (4), Valencia (3), Sevilla (2), and Málaga (2), plus satellite locations in Bilbao, Alicante, Mallorca, Murcia, A Coruña, Valladolid, Zaragoza, Gijón, Pamplona, San Sebastián, Tudela, Lleida, Girona, Castellón, Alcoy, Elche, Villarreal, Badajoz, Dos Hermanas, and Oiartzun. The company maintains a unified inventory of more than 4,000 inspected vehicles that customers can browse, reserve, and finance online via hrmotor.com, with transactions completed either in-person at any location or through home delivery across the Spanish peninsula for a 250 EUR fee. Every vehicle undergoes a standardized 250-point inspection at HR Motor's own workshops before sale, comes with a 1-year legal warranty and a 15-day/1,000 km trial period, and is offered alongside a tiered Garantía Premium extended-warranty product.

The business operates a hybrid physical-digital distribution model combining direct dealership sales with a full e-commerce platform, supplemented by a wholly-owned subsidiary called HRrenting that delivers flexible vehicle subscription/renting services for individuals, freelancers, and businesses through a separate domain (hrrenting.com). HR Motor also serves as an authorized dealer for two new-vehicle brands — Bestune and Yooudooo — extending beyond its core used-car trading activity. Revenue streams include: (i) one-time vehicle sales (margin on sale of used and selected new cars), (ii) commissions from third-party financing arrangements with TIN rates of 6.99%-10.99%, (iii) transaction and processing fees (vehicle processing 390 EUR, cleaning/review 290 EUR, pre-delivery kit 350 EUR, home delivery 250 EUR), and (iv) vehicle purchase/trade-in operations. The underlying technology is described as a standard automotive e-commerce site with vehicle search, filtering, reservation, and financing-simulation capabilities; no proprietary platform, AI/ML pipeline, or public API is disclosed. No funding rounds, M&A activity, leadership hires, or regulatory actions are reported; recognition includes Premio CEPYME500 2024 and Premio AEGFA 2024.

Name

HR Motor

Legal name

HRmotor

Website

https://hrmotor.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

HR Motor is a privately held Spanish used-car dealership network operating 32+ owned locations nationwide and a unified online platform with 4,000+ inspected vehicles, financing, warranty, and home delivery for individual consumers and businesses across Spain.

Ownership category

akta.pro rank

Product category

Used Car Dealership

NAICS

Used Car Dealers (44112), Used Car Dealers (441120), Motor Vehicle and Parts Dealers (441)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

New & Used Auto Purchase Loans (FSAKADAA)

akta.pro secondary industries

Auto & Vehicle Loan Brokerage (FSAEAEAK), Auto Ancillary Warranties (Tire & Wheel, Paintless Dent, Key/Remote, Windshield) (FSAJALAB)

Keywords

• Used car sales
• Vehicle financing
• Extended warranty
• Vehicle leasing
• Car dealership

Headquarters

HQ city

Fontellas

HQ country

Spain

HQ region

Europe

Offices33 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Primary revenue from selling used vehicles (cars, vans, commercial vehicles) to consumers and businesses. Vehicles are reconditioned and sold with warranty.
2. Financing Services: Vehicle financing offered through third-party lenders, with HR Motor facilitating the process. Commission-based revenue from financing arrangements.
3. Additional Services: Additional paid services including vehicle processing/management fees (390 EUR), vehicle review and cleaning (290 EUR), pre-delivery kit (350 EUR), and vehicle transfer services.
4. Vehicle Purchase (Trade-ins): HR Motor purchases vehicles from customers as trade-ins or direct purchases, then resells them.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

HR Motor operates a nationwide network of 32+ used car dealerships across Spain offering more than 4,000 inspected pre-owned vehicles. Customers can browse, reserve and finance used cars online and complete purchases in-person or via home delivery, with each vehicle backed by a 250-point inspection, a 1-year legal warranty, and a 15-day/1,000 km trial period.

Product overview

HR Motor operates as a multi-brand used car dealership platform with a hybrid physical-digital model. The core product is the compraventa de coches — a used car sales platform connecting buyers with over 4,000 inspected vehicles across 32+ physical dealership locations throughout Spain. The platform integrates several complementary services: the Tasador (online vehicle appraisal tool) for sellers, HRrenting for flexible leasing, Financiación for in-house vehicle financing, and Garantía Premium for extended warranty coverage. HR Motor also sells select new vehicle brands (Bestune, Yooudooo) and maintains its own workshops for vehicle certification. The digital platform enables online browsing, reservation with deposit, and contact management, while physical dealership centers handle delivery, vehicle handover, and in-person transactions.

Differentiator

Problem solved

Functional benefit

Brands

• HRrenting: Flexible renting service for individuals, freelancers, and businesses offering vehicle subscriptions.

Products and services

• Used Car Sales (Compraventa de Coches) Online and in-person sale of pre-owned cars, vans and commercial vehicles from a nationwide inventory of 4,000+ units. Each vehicle passes a 250-point inspection and ships with a 1-year legal warranty and 15-day/1,000 km trial. Targeted at individual consumers and small businesses in Spain.
• Vehicle Appraisal (Tasador) Free online appraisal tool that gives an indicative price for a customer's used vehicle, with same-day payment and free in-person valuation at any dealership. Used by private sellers looking to trade in or sell directly to HR Motor.
• HRrenting (Flexible Vehicle Leasing) Subscription-style vehicle renting service offering long-term vehicle access for individuals, self-employed professionals and businesses as an alternative to outright purchase. Operated via the HRrenting.com platform.
• Vehicle Financing (Financiación) Vehicle financing facilitated by HR Motor through third-party lenders, with three tiers (Basic TIN 10.99%, Standard TIN 8.99%, Premium TIN 6.99%) and monthly payments starting around 174 EUR. Available to consumer and business buyers.
• Garantía Premium (Extended Warranty) Optional paid extended warranty covering mechanical breakdown, roadside assistance and protection services, layered on top of the statutory 1-year legal warranty. Sold at the point of vehicle purchase.
• New Bestune Vehicles Sale of new vehicles under the Bestune brand through HR Motor's authorized dealer relationship, expanding the lineup beyond pre-owned vehicles.
• New Yooudooo Vehicles Sale of new vehicles under the Yooudooo brand as an addition to HR Motor's new-car offering.
• "Sell Your Car" Consignment Service HR Motor acts as an intermediary to sell a customer's vehicle: producing professional photos, publishing on external portals, advising throughout the process, and handling warranty and transfer paperwork. Targeted at private sellers who do not want to negotiate directly with buyers.

Quantifiable outcome

• 250-point vehicle inspection and certification for all cars
• +3 more outcomes

Segments2 records

Ideal customer profiles2 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 minor and core.

• BestuneminorChannel Partner/ Reseller/ DistributorHR Motor is an authorized dealer for Bestune new vehicles, offering new Bestune cars alongside their used vehicle inventory.
• YooudooominorChannel Partner/ Reseller/ DistributorHR Motor offers new Yooudooo vehicles as part of their new car offerings, complementing their used vehicle business.
• HRrentingcoreStrategic or Co-development PartnerHRrenting is a related company offering flexible vehicle renting services for individuals, freelancers, and businesses. HR Motor drives traffic to HRrenting through cross-promotion on their main website, creating a complementary service ecosystem.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Coches.net: Spanish used car listing portal owned by Adevinta; another dominant marketplace competing for the same dealer inventory and end-consumer demand.
• Coches.com: Major Spanish online used car marketplace with dealer listings; competes directly for the same consumer traffic and dealer inventory as HR Motor's e-commerce platform.
• AutoScout24 Spain: Leading pan-European used car listing platform operating in Spain; competes for both buyers browsing inventory and dealers seeking leads.
• Motorflash: Spanish dealer platform powering HR Motor's own vehicle listings; competes with similar dealer-focused inventory management and lead generation tools.

Emerging players

• Autohero (Spain): Online-first used car retailer backed by AUTO1 Group operating in Spain; offers inspected vehicles with home delivery - a digital-only model directly challenging HR Motor's hybrid approach.
• Mil Anuncios: Long-established Spanish classifieds platform with a strong used car vertical; competes as a low-cost listing channel and alternative to dealer purchases.
• Wallapop: Spanish peer-to-peer marketplace with a strong used vehicle category; a digital-first competitor bypassing dealers that pressures HR Motor's traditional value chain.

Regional players

• Northgate España: Spanish flexible vehicle renting operator; competes head-to-head with HRrenting in the same subscription/leasing category.
• Carnovo: Spanish online used car configurator and comparison platform; competes for the digital demand that HR Motor captures through its hrmotor.com site.

Broad incumbents

• ALD Automotive (Spain): Major European vehicle leasing and fleet management provider with Spanish operations; directly comparable to HR Motor's HRrenting subsidiary.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HRmotor
• LinkedInlinkedin.com/company/h-r-motor

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 HR Motor