Mercedes-Benz Centar Gospodarskih Vozila Hrvatska

What Mercedes-Benz Centar Gospodarskih Vozila Hrvatska does

Star Import d.o.o., operating commercially as Mercedes-Benz Centar Gospodarskih Vozila Hrvatska, is the official general distributor of Mercedes-Benz AG passenger vehicles for the Republic of Croatia. Founded in 2013 and headquartered at Kovinska 5, Zagreb, the company manages the full brand lifecycle in country: importing and distributing the complete Mercedes-Benz portfolio including core sedan/estate lines (A-, C-, E-, S-Class), SUV range (GLA through GLS), the EQ electric lineup (EQA, EQB, EQE, EQS, plus 2026-era electric CLA/C-Class/GLB/GLC/G-Class), high-performance Mercedes-AMG and AMG E Performance variants, Mercedes-Maybach ultra-luxury, and the G-Class and MANUFAKTUR personalization programs. Distribution flows through an authorized network of 10+ dealers and service partners (Emil Frey Auto Centar, Auto Gašparić, Jolly Autoline across Dugopolje/Zadar/Rijeka/Zagreb, Automobili Škojo, Auto Kuća Bunić, Autokuća Etradex, Autokuća Habek, Autokuća Šop) plus the company's own online store (lager.mercedes-benz.hr), certified pre-owned platform (rabljena.mercedes-benz.hr), online configurator, and accessories e-commerce.

Revenue is generated across six streams: new vehicle sales, certified pre-owned sales, authorized service and maintenance (including ProtectPlus packages and Mobilo roadside assistance that extends up to 30 years after last authorized service), genuine parts and accessories, Digital Extras / Mercedes me connect subscriptions, and corporate fleet sales including exclusive pricing programs for members of the Croatian Medical Chamber (HLK) and Croatian Dental Medicine Chamber (HKDM) valid through 31.12.2026. Vehicle entry pricing starts at approximately 39,990 EUR (GLA 180 Platinum Edition), with electric variants from 48,950 EUR (CLA 200 EQ) qualifying for up to 9,000 EUR in Environmental Protection and Energy Efficiency Fund subsidies (maximum 90,000 EUR per legal entity).

Customer segments span individual consumers (high-net-worth, professionals, executives), business and corporate fleet operators, and government/public-sector buyers. The company is led by two directors, Igor Geršak and Gordan Vrdoljak, operates with a lean HQ staff of 12, and reports a registered share capital of 1.5 million EUR. All vehicle-level technology, including MBUX multimedia, EQ electric drivetrains, 4MATIC all-wheel drive, and Active Safety systems, is built by parent Mercedes-Benz AG; Star Import's role is brand, distribution, regulatory capture, and after-sales monetization through authorized channels.

Name

Mercedes-Benz Centar Gospodarskih Vozila Hrvatska

Legal name

Star Import d.o.o.

Website

https://mercedes-benz.hr

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Star Import d.o.o., operating as Mercedes-Benz Centar Gospodarskih Vozila Hrvatska, is the official general distributor for Mercedes-Benz AG passenger vehicles in Croatia. The Zagreb-based entity manages a 10+ authorized dealer and service network serving individual consumers, corporate fleet customers, and government clients with new vehicles, certified pre-owned, electric models, service, and parts.

Ownership category

akta.pro rank

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Primary revenue stream from sale of new Mercedes-Benz passenger vehicles including A-class, C-class, E-class, S-class, SUVs, coupés, and electric vehicles. Sales conducted through dealer network and online store.
2. Used Vehicle Sales: Certified pre-owned vehicle sales through rabljena.mercedes-benz.hr platform.
3. Service and Maintenance: Authorized service network providing regular maintenance, repairs, ProtectPlus service packages, and Mobilo roadside assistance extending up to 30 years after last service.
4. Genuine Parts and Accessories: Sale of original Mercedes-Benz parts, tires, accessories, and lifestyle merchandise including Collection products.
5. Digital Extras: In-car digital additions including MBUX upgrades, navigation services, and connected car services available through Mercedes me connect.
6. Business Fleet Solutions: Corporate fleet sales and management solutions for business customers with special pricing programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Star Import d.o.o. operates as the official general distributor of Mercedes-Benz AG for Croatia, selling new Mercedes-Benz passenger vehicles (sedans, estates, SUVs, coupés) including Mercedes-EQ electric, Mercedes-AMG performance, and Mercedes-Maybach luxury sub-brands through an authorized dealer network and the lager.mercedes-benz.hr online store. The company also markets certified pre-owned Mercedes-Benz vehicles, distributes genuine parts and accessories, and offers after-sales services including ProtectPlus maintenance packages, Mobilo roadside assistance extending up to 30 years, Mercedes me connect digital extras, and dedicated business fleet solutions with special programs for professional associations.

Differentiator

Problem solved

Functional benefit

Brands

• Mercedes-AMG: High-performance vehicle brand representing peak automotive performance, exclusivity, and efficiency for over 55 years.
• Mercedes-Maybach
• Mercedes-EQ
• G-klasa
• Night Series
• MANUFAKTUR

Products and services

• Mercedes-Benz CLA (new generation electric and hybrid) New-generation Mercedes-Benz CLA sedan combining electric and hybrid powertrains, positioned in the compact premium segment. Named European Car of the Year 2026.
• Mercedes-AMG CLA 45 4MATIC+ Shooting Brake Fully electric high-performance Shooting Brake variant from the AMG E PERFORMANCE lineup for buyers seeking an electrified performance estate.
• Mercedes-AMG CLA 45 4MATIC+ Fully electric high-performance sedan from the Mercedes-AMG E PERFORMANCE lineup.
• Mercedes-Benz GLS New-generation full-size luxury SUV equipped with the latest Mercedes-Benz technologies for buyers seeking flagship family and executive transport.
• Mercedes-Benz GLE SUV Updated luxury SUV combining signature Mercedes-Benz design with innovative technology.
• Mercedes-Benz GLE Coupé Sporty SUV coupé combining SUV practicality with coupé design and innovative technology.
• Mercedes-Benz EQS Limuzina (Sedan) Fully electric flagship luxury sedan from the Mercedes-EQ lineup.
• Mercedes-AMG GT Coupé s 4 vrata High-performance four-door coupé from Mercedes-AMG (Affalterbach) redefining the performance segment.
• Mercedes-Maybach S-klasa Flagship ultra-luxury Mercedes-Maybach sedan representing the pinnacle of Mercedes-Benz luxury.
• Electric C-klasa SUV New Mercedes-Benz C-Class variant with electric drivetrain positioned in the SUV segment.
• Mercedes-AMG GLC 53 4MATIC+ SUV High-performance Mercedes-AMG GLC SUV featuring advanced hybrid technology.
• Mercedes-AMG GLC 53 4MATIC+ Coupé High-performance Mercedes-AMG GLC SUV coupé with advanced hybrid technology.
• Mercedes-AMG GLE 63 S 4MATIC+ SUV High-performance Mercedes-AMG GLE SUV powered by a powerful V8 hybrid engine.
• Mercedes-AMG GLE 63 S 4MATIC+ Coupé High-performance Mercedes-AMG GLE SUV coupé powered by a powerful V8 hybrid engine.
• Mercedes-AMG GLE SUV High-performance Mercedes-AMG GLE SUV with advanced features.
• Mercedes-AMG GLS 63 4MATIC+ High-performance full-size Mercedes-AMG GLS SUV powered by a powerful hybrid engine.
• Certified Pre-Owned Mercedes-Benz Vehicles Certified pre-owned Mercedes-Benz passenger vehicles sold via the rabljena.mercedes-benz.hr platform and through authorized dealers across Croatia.
• Mercedes-Benz Genuine Parts, Accessories and Collection Original Mercedes-Benz parts, tires, accessories, and lifestyle merchandise from the Collection line distributed via accessories.mercedes-benz.hr and authorized dealers.
• ProtectPlus Service Package Subscription maintenance package offering up to 30% savings on regular maintenance costs; covers 4 years/100,000 km or 6 years/160,000 km for gasoline/diesel vehicles.
• Mobilo Roadside Assistance Roadside assistance service extending up to 30 years after last regular maintenance at an authorized service center, with coverage spanning more than 40 European countries and over 3,000 authorized Mercedes-Benz service partners.
• Mercedes me connect / Digital Extras In-car digital services and connected-car subscriptions available via Mercedes me connect, including MBUX upgrades, navigation services, and remote/connected features.
• Mercedes-Benz Business Fleet Solutions Dedicated corporate and business fleet sales program for Croatian companies with special pricing for legal entities, including professional association programs for HLK and HKDM members valid until 31.12.2026.
• CLA Shooting Brake (new, non-electric) New CLA variant with shooting brake body style offering versatility alongside the sedan.

Quantifiable outcome

• Mobilo roadside assistance valid up to 30 years after regular maintenance
• +3 more outcomes

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

Integration4 records

AI capability10 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• Mercedes-Benz AGflagshipStrategic or Co-development PartnerStar Import d.o.o. serves as the official general distributor for Mercedes-Benz AG in Croatia, representing the entire Mercedes-Benz passenger vehicle portfolio including Mercedes-AMG, Mercedes-Maybach, and Mercedes-EQ electric vehicles.
• Emil Frey Auto CentarcoreChannel Partner/ Reseller/ DistributorAuthorized dealer partner in Zagreb providing sales, service, and parts. Located at Kovinska 5, 10090 Zagreb. Hours: Mon-Fri 08:00-19:00, Sat 08:00-13:00.
• Auto GašparićcoreChannel Partner/ Reseller/ DistributorAuthorized dealer partner located at Velikogorička 19a, Staro Čiče, 10419. Sales hotline: 0800 650 650.
• Jolly Autoline (5 locations)coreChannel Partner/ Reseller/ DistributorMulti-location authorized dealer partner with locations in Dugopolje, Zadar, Rijeka, and Zagreb. Offers sales, service, and parts.
• Automobili ŠkojocoreChannel Partner/ Reseller/ DistributorAuthorized dealer partner in Osijek at Ulica borova 1, 31000 Osijek. Sales hotline: 0800 94 24. Hours: Mon-Fri 08:00-17:00.
• Hrvatska liječnička komora (HLK)coreGTM or Marketing PartnerExclusive partnership program for Croatian Medical Chamber members providing special vehicle purchase conditions. Valid until 31.12.2026.
• Hrvatska komora dentalne medicine (HKDM)coreGTM or Marketing PartnerExclusive partnership program for Croatian Dental Medicine Chamber members providing special vehicle purchase conditions. Valid until 31.12.2026.
• Fond za zaštitu okoliša i energetsku učinkovitost (Environmental Protection and Energy Efficiency Fund)minorGTM or Marketing PartnerGovernment program providing subsidies up to 9,000 EUR per electric vehicle (up to 40% of value) for legal entities and tradesmen. Total fund: 21.2 million EUR. Maximum 90,000 EUR per legal entity.
• Google and Meta (Facebook)minorGTM or Marketing PartnerDigital advertising and marketing partnerships for cookie-based advertising and retargeting. Data may be transferred to USA and other countries.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tesla Croatia: Tesla's direct sales operation in Croatia. Comparable as an EV-focused automotive distributor in the same market, increasingly competing for the same premium-EV buyer with Mercedes-EQ and capturing share of subsidy-eligible demand.
• Porsche Croatia: Importer and distributor of Porsche passenger vehicles in Croatia, operating under Porsche Holding Salzburg. Directly comparable as a premium automotive wholesale distributor in the same single-country market with very similar customer base and dealer-network model.
• BMW Group Croatia: Importer and distributor of BMW brand passenger vehicles in Croatia. Comparable as a premium automotive distributor in the same market with similar product positioning, dealer-network structure, and target customer profile.
• Volvo Car Croatia: Importer and distributor of Volvo passenger vehicles in Croatia. Comparable as a premium automotive distributor in the same market with similar single-country wholesale structure and growing EV/SUV mix.
• Audi Croatia: Importer and distributor of Audi brand passenger vehicles in Croatia. Comparable as a premium automotive distributor in the same market with overlapping customer base and similar direct-to-dealer wholesale model.
• Emil Frey Group: One of Europe's largest automotive retail and distribution groups, headquartered in Switzerland, and a major Mercedes-Benz dealer partner via Emil Frey Auto Centar in Zagreb. Comparable as a parallel European automotive distributor with similar capital-light wholesale-to-dealer model and premium-brand exposure.
• AutoWallis Nyrt. Hungarian automotive distributor listed on the Budapest Stock Exchange with a multi-brand portfolio across Central Europe. Directly comparable as a regional automotive distributor in an adjacent market with similar scaling dynamics and dealer-network economics.

Broad incumbents

• Porsche Holding Salzburg: Austrian-headquartered automotive distributor and Volkswagen Group subsidiary, operating retail and wholesale businesses across Europe. Comparable as a broad incumbent in automotive distribution whose Croatian subsidiary competes directly with Star Import in the same market.
• Inchcape plc: London-listed global automotive distributor operating across multiple markets with a wholesale/distribution-led business model. Comparable as a broad incumbent demonstrating the public-market valuation framework for premium auto distribution.

Others

• Cox Automotive: US-based automotive services and distribution company providing dealer solutions, parts, and digital platforms. Comparable as an ecosystem participant in the parts/service/subscription layer that increasingly complements traditional OEM distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/star-import-d-o-o-emil-frey-centar-gospodarskih-vozila

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Mercedes-Benz Centar Gospodarskih Vozila Hrvatska