Mercedes-Benz Srbija
Mercedes-Benz Srbija (Star Import d.o.o. Beograd) is the authorized general distributor of Mercedes-Benz passenger vehicles for Serbia, Montenegro, Bosnia and Herzegovina, and Albania, selling the full MBUX-equipped lineup (including EQ, AMG, and Maybach) through authorized dealer and service partners to individual consumers and corporate fleet customers.
- Company typePrivate
- Founded1886
- HeadquartersBeograd (Belgrade), Serbia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Mercedes-Benz Srbija does
Mercedes-Benz Srbija is the trading name under which Star Import d.o.o. Beograd operates as the authorized general distributor of Mercedes-Benz passenger vehicles for Serbia, Montenegro, Bosnia and Herzegovina, and Albania. The legal entity is a Serbian private limited liability company (d.o.o.), registered in Belgrade (Omladinskih brigada 33, 11070 Novi Beograd; Company ID 20941839), and is contractually bound to Mercedes-Benz AG (part of Mercedes-Benz Group AG, headquartered in Stuttgart, Germany). The company distributes the full Mercedes-Benz passenger-car portfolio through a network of authorized dealer and service partners, including Emil Frey Auto Centar (Belgrade), AK MikoM (Novi Sad), Jevtović Cars (Kragujevac), Kemoimpex Auto (Niš), Biševac (Požarevac), Mercedes-Benz Đorđe Ilić (Smederevo), and Auto Servis Triaška (Novi Sad).
The product portfolio spans compact vehicles (A-Class, B-Class, CLA), executive sedans (C-Class, E-Class), flagship luxury (S-Class), SUVs (GLA, GLB, GLC, GLE, GLS, G-Class), coupes and convertibles (CLE, SL, AMG GT), the electric Mercedes-EQ sub-brand (EQA, EQB, EQE, EQS, Electric G-Class, Electric VLE), the high-performance Mercedes-AMG line, and the ultra-luxury Mercedes-Maybach range. Underlying technology includes the MBUX multimedia system with AI-powered voice control, smartphone integration (Apple CarPlay, Android Auto, Spotify), and connected services via Mercedes me Connect. Advanced driver assistance systems (Active Brake Assist, Active Lane Keeping, DISTRONIC, Active Steering Assist) and adaptive lighting (MULTIBEAM LED) are embedded across the lineup. The ENERGIZING AIR CONTROL system, Burmester 3D surround sound, and GUARD 360° vehicle protection illustrate the breadth of in-vehicle technology exposure.
Revenue is generated through one-time vehicle sales, after-sales maintenance and repairs, genuine parts and accessories, and recurring digital-extras subscriptions. Pricing is denominated in EUR including VAT, with entry-level A-Class starting at €42,406 and the S-Class Mercedes-Maybach reaching €194,482. The go-to-market combines direct-to-consumer sales via showrooms and the Online Salon (salon.mercedes-benz.rs), enterprise fleet sales through the AUTO FLEET Business Solutions program, and dedicated channels for AMG and Maybach sub-brands. Customer segments are individual premium buyers and corporate fleet customers. Headcount is 22 employees, indicating a lean central distributor that scales through authorized dealer partners rather than direct retail employees. Revenue figures are not publicly disclosed.
Mercedes-Benz Srbija firmographics
Firmographics- Name
- Mercedes-Benz Srbija
- Legal name
- Star Import d.o.o. Beograd
- Website
- https://mercedes-benz.rs
- Company type
- Private
- Founded year
- 1886
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mercedes-Benz Srbija (Star Import d.o.o. Beograd) is the authorized general distributor of Mercedes-Benz passenger vehicles for Serbia, Montenegro, Bosnia and Herzegovina, and Albania, selling the full MBUX-equipped lineup (including EQ, AMG, and Maybach) through authorized dealer and service partners to individual consumers and corporate fleet customers.
- Ownership category
- akta.pro rank
Where Mercedes-Benz Srbija is headquartered
LocationHeadquarters
- HQ city
- Beograd (Belgrade)
- HQ country
- Serbia
- HQ region
- Europe
Offices8 records
Markets served
Mercedes-Benz Srbija business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Vehicle Sales: New vehicle sales through authorized dealer network across Serbia, Montenegro, Bosnia and Herzegovina, and Albania. One-time purchase model with various financing options available.
- After-Sales Services: Maintenance, repairs, and servicing through authorized service centers. Includes scheduled maintenance packages and roadside assistance.
- Genuine Parts: Original Mercedes-Benz spare parts and accessories for vehicle maintenance and customization.
- Digital Extras: Digital add-ons and connectivity services including navigation updates, entertainment streaming, and vehicle protection services (GUARD 360°).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | A-Class Compact - Starting price 42,406€ |
| One time/ perpetual license | Pay-as-you-go | B-Class Sports Tourer - Starting price 38,321€ |
| One time/ perpetual license | Pay-as-you-go | C-Class - Starting price 48,636€ |
| One time/ perpetual license | Pay-as-you-go | E-Class - Starting price 62,880€ |
| One time/ perpetual license | Pay-as-you-go | S-Class - Starting price 124,831€ |
| One time/ perpetual license | Pay-as-you-go | EQ Electric Models - Starting price 54,162€ |
| One time/ perpetual license | Pay-as-you-go | G-Class - Starting price 131,160€ |
| One time/ perpetual license | Pay-as-you-go | SUV Lineup - Starting price 49,927€ |
| One time/ perpetual license | Pay-as-you-go | Mercedes-AMG Performance - Starting price 126,720€ |
| One time/ perpetual license | Pay-as-you-go | Mercedes-Maybach Luxury - Starting price 193,200€ |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Mercedes-Benz Srbija product offering
Product offeringCore offering
Mercedes-Benz Srbija, operated by Star Import d.o.o. Beograd, is the official general distributor of Mercedes-Benz passenger vehicles for Serbia, Montenegro, Bosnia and Herzegovina, and Albania. The company sells new Mercedes-Benz vehicles across the full lineup — compact, executive, luxury, electric (EQ), performance (AMG), and ultra-luxury (Maybach) — through an authorized dealer network, and provides after-sales services, genuine parts, and digital extras.
Product overview
Mercedes-Benz Srbija (operated by Star Import d.o.o. Beograd as general distributor) offers a comprehensive portfolio of passenger vehicles spanning multiple segments. The product lineup includes compact vehicles (A-Class, B-Class), executive sedans (C-Class, E-Class), flagship luxury (S-Class), sports cars (SL Roadster, AMG GT), SUVs (GLA, GLB, GLC, GLE, GLS, G-Class), coupes (CLA, CLE), convertibles, wagons (CLA Shooting Brake, C/E-Class Estate), and MPVs (V-Class, EQV). The electric vehicle sub-brand Mercedes-EQ offers models including EQA, EQB, EQE Sedan, EQE SUV, EQS Sedan, EQS SUV, and Electric G-Class. The high-performance Mercedes-AMG sub-brand includes AMG-tuned variants across multiple model lines. The ultra-luxury Mercedes-Maybach sub-brand offers exclusive sedans (S-Class, SL 680), and SUVs (GLS, EQS SUV). Core technology includes the MBUX multimedia system with AI-powered voice control, smartphone integration (Apple CarPlay, Android Auto), and connected services via Mercedes me. After-sales services encompass maintenance packages, genuine parts, roadside assistance, and an online shop for accessories and merchandise.
Differentiator
Problem solved
Functional benefit
Brands
- Mercedes-AMG: High-performance vehicle brand offering sports car performance, exclusivity, and dynamic driving pleasure. Over 55 years of automotive performance heritage.
- Mercedes-Maybach
- Mercedes-EQ
- Mercedes-Benz G-Klasa
- V-Class Marco Polo
Products and services
- Mercedes-Benz A-Class Compact Sedan (A-Klasa Kompaktna limuzina) Entry-level compact premium sedan with modern design and efficient powertrains; targets younger premium buyers and urban commuters seeking the Mercedes-Benz badge at an accessible price point (from €42,406).
- Mercedes-Benz B-Class Sports Tourer (B-Klasa Sports Tourer) Compact multi-purpose vehicle with elevated seating and practical interior for active families (from €38,321).
- Mercedes-Benz C-Class Sedan (C-Klasa Limuzina) Midsize executive sedan balancing performance, efficiency, and advanced technology; positioned as the core volume model for business executives and premium family buyers (from €48,636).
- Mercedes-Benz E-Class Sedan (E-Klasa Limuzina) Executive sedan benchmark with sophisticated technology and refined comfort; targets senior executives and established professionals (from €62,880).
- Mercedes-Benz S-Class Sedan (S-Klasa Limuzina) Flagship luxury sedan representing the pinnacle of Mercedes-Benz engineering, comfort, and technology (from €124,831).
- Mercedes-Benz CLA Coupe (CLA Coupé) Sporty four-door coupe with compact dimensions and dynamic driving experience.
- Mercedes-Benz CLE Coupe (CLE Coupé) Midsize coupe combining elegant design with advanced technology.
- Mercedes-Benz SL Roadster Premium two-seat roadster with sophisticated fabric roof and powerful engines.
- Mercedes-Benz CLA Shooting Brake Sporty compact wagon combining coupe styling with practical load capacity.
- Mercedes-Benz C-Class Estate (C-Klasa Karavan) Midsize wagon offering versatile load space with premium features (from €43,116).
- Mercedes-Benz E-Class Estate (E-Klasa Karavan) Executive wagon combining spaciousness with refined driving experience (from €65,472).
- Mercedes-Benz GLA Compact SUV entry model with dynamic design and efficient engines (from €49,927).
- Mercedes-Benz GLB Compact SUV with boxy design offering generous interior space and versatility (from €58,448).
- Mercedes-Benz GLC SUV Midsize SUV popular choice balancing performance, comfort, and practicality (from €63,101).
- Mercedes-Benz GLC Coupe (GLC Coupé) Sporty coupe version of GLC with sloping roofline and dynamic character.
- Mercedes-Benz GLE SUV Large SUV with premium features and powerful engine options (from €99,695).
- Mercedes-Benz GLE Coupe (GLE Coupé)
Companies that use Mercedes-Benz Srbija
Customer profileSegments2 records
Ideal customer profiles2 records
Mercedes-Benz Srbija technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability8 records
Feature5 records
Mercedes-Benz Srbija partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and primary.
- Mercedes-Benz AGcoreMercedes-Benz AG (headquartered at Mercedesstrasse 120, 70372 Stuttgart, Germany) is part of Mercedes-Benz Group AG. Star Import d.o.o. is the general distributor connected by contractual arrangements with Mercedes-Benz AG for the Serbian market. The relationship involves distribution rights, brand licensing, technical support, and access to the full Mercedes-Benz product portfolio.
- Mercedes-Benz Group AGcoreMercedes-Benz Group AG is the parent company of Mercedes-Benz AG. Star Import d.o.o. is part of the overall Mercedes-Benz distribution network under contractual arrangements with the Group. The partnership covers distribution of Mercedes-Benz vehicles and related services.
- Emil Frey Auto CentarprimaryAuthorized Mercedes-Benz dealer in Beograd providing sales and after-sales services. Contact: +381 11 301 9001
- AK MikoMprimaryAuthorized Mercedes-Benz dealer in Novi Sad providing sales and after-sales services. Contact: +381 21 489 5600
- Jevtović CarsprimaryAuthorized Mercedes-Benz dealer in Kragujevac providing sales and after-sales services. Contact: +381 32 301 100
- Kemoimpex AutoprimaryAuthorized Mercedes-Benz dealer in Niš providing sales and after-sales services. Contact: +381 18 415 0206
- BiševacprimaryAuthorized Mercedes-Benz dealer in Požarevac providing sales and after-sales services. Contact: +381 69 606 389
- Mercedes-Benz Đorđe IlićprimaryAuthorized Mercedes-Benz service partner in Smederevo providing after-sales services. Contact: +381 22 268 064
- Auto Servis TriaškaprimaryAuthorized Mercedes-Benz service partner in Novi Sad providing after-sales services. Contact: +381 21 780 382
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Mercedes-Benz Srbija competitors and assessment
Company assessmentBroad incumbents
- Inchcape plc: Global automotive distributor operating premium and luxury brand distribution networks across multiple emerging markets — broadly comparable as a business model peer for premium-brand distribution in non-domestic markets.
- Hyundai Srbija: Local Hyundai distributor in Serbia — while primarily a mass-market player, competes with Mercedes' entry-level A-Class on price and increasingly on EV models (Ioniq 5/6) targeting value-conscious premium-curious buyers.
Direct peers
- Porsche Srbija (Porsche Inter Auto): Local distributor and dealer for Porsche, Audi, Volkswagen, and other VW Group brands in Serbia — directly competes with Mercedes-Benz Srbija in the premium passenger vehicle segment with overlapping dealer footprint in Belgrade and Novi Sad.
- Audi Srbija: Audi brand presence in Serbia, part of the Porsche Inter Auto group — competes directly with Mercedes-Benz in the executive sedan, SUV, and electric (e-tron) segments with overlapping price points.
- BMW Srbija (Delta Motors): Authorized distributor for BMW and MINI in Serbia — a direct premium competitor with a comparable product ladder (1/3/5/7 Series vs A/C/E/S-Class), similar electric sub-brand (BMW i), and parallel M performance division (vs AMG).
- Volvo Srbija: Authorized Volvo dealer network in Serbia — competes in the premium SUV (XC60/XC90 vs GLC/GLE/GLS) and emerging EV (EX30/EX90 vs EQ lineup) space with a strong safety positioning.
- Land Rover / Jaguar Srbija (Inchcape): Authorized dealer for Land Rover, Jaguar, and Range Rover in Serbia — competes directly with Mercedes-Benz G-Class, GLE, GLS, and Mercedes-Maybach in the premium and luxury SUV/off-road segments.
- Lexus Srbija (Toyota Srbija): Lexus brand presence in Serbia distributed through Toyota's local network — competes in the premium sedan and SUV space with hybrid powertrain emphasis and a comparable ultra-luxury positioning (LS vs S-Class).
Regional players
- Star Import Hrvatska (Croatia Mercedes distributor): Sister Mercedes-Benz distributor for Croatia operating under the same Star Import group — adjacent Balkan market that shares brand DNA but operates as a separate legal entity with its own dealer network.
Emerging players
- Tesla (direct sales in Serbia): Tesla sells directly to consumers in Serbia without traditional dealers — represents an emerging direct-to-consumer EV competitor that bypasses distributor economics and targets Mercedes-EQ buyers in the premium electric segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Mercedes-Benz Srbija social profiles
Digital presenceMercedes-Benz Srbija compliance and trust
Trust signalCompliance2 records
Mercedes-Benz Srbija financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mercedes-Benz Srbija leadership team
Management profileNumber of profiles
Profiles1 record
Mercedes-Benz Srbija funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mercedes-Benz Srbija 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 Mercedes-Benz Srbija
What does Mercedes-Benz Srbija do?
Mercedes-Benz Srbija, operated by Star Import d.o.o. Beograd, is the official general distributor of Mercedes-Benz passenger vehicles for Serbia, Montenegro, Bosnia and Herzegovina, and Albania. The company sells new Mercedes-Benz vehicles across the full lineup — compact, executive, luxury, electric (EQ), performance (AMG), and ultra-luxury (Maybach) — through an authorized dealer network, and provides after-sales services, genuine parts, and digital extras.
Is Mercedes-Benz Srbija a public or private company?
Mercedes-Benz Srbija is a private company. It is classified as corporate owned and is currently operating.
When was Mercedes-Benz Srbija founded?
Mercedes-Benz Srbija was founded in 1886. It employs 11 to 50 people.
Where is Mercedes-Benz Srbija based?
Mercedes-Benz Srbija is headquartered in Beograd (Belgrade), Serbia, in the Europe region.
How does Mercedes-Benz Srbija make money?
Four revenue lines are on record. Vehicle Sales are the primary driver. The others are after-Sales Services, genuine Parts and digital Extras.
Who are Mercedes-Benz Srbija's main competitors?
Broad incumbents on record are Inchcape plc and Hyundai Srbija. Direct peers are Porsche Srbija (Porsche Inter Auto), Audi Srbija, BMW Srbija (Delta Motors), Volvo Srbija, Land Rover / Jaguar Srbija (Inchcape) and Lexus Srbija (Toyota Srbija). Star Import Hrvatska (Croatia Mercedes distributor) is listed as a regional player. Tesla (direct sales in Serbia) is listed as an emerging player.
Does Mercedes-Benz Srbija have an API?
No public API is recorded for Mercedes-Benz Srbija.