Groupe Morbihan Auto

What Groupe Morbihan Auto does

Groupe Morbihan Auto is a privately held multi-brand automotive dealership group headquartered in Vannes, Brittany, France, founded in 1964. It operates nine physical sites across the Morbihan department in Vannes, Auray, Ploeren, and Lanester (Lorient area), carrying 11 OEM franchises spanning mass-market through premium and electric segments: Audi, Volkswagen, Seat, Skoda, Cupra, Fiat, Fiat Professional, Alfa Romeo, Jeep, Abarth, and Suzuki. The company has approximately 51-100 employees. The core revenue mix is built on new vehicle sales and used vehicle sales, supplemented by financing origination, trade-in buyback with 48-hour payment, after-sales maintenance and repair across nine workshops, three bodywork facilities, technical inspection, tire sales and fitting at cost (€9 installation via a dedicated subdomain), short-term vehicle rental, accessories e-commerce, warranties, and home delivery free within Morbihan. It also operates a dedicated corporate solutions vertical (Solutions Entreprises) targeting fleet and professional buyers with commercial vehicles, nine-seat, and converted van (van aménagé) categories.

The go-to-market is direct-to-consumer through physical showrooms combined with a digital layer (online vehicle search, financing simulators, vehicle alerts, and an accessories/tire e-commerce channel). No proprietary technology or AI capabilities are disclosed; the technology stack consists of standard dealer management systems and online sales platforms. Marketing is regional and primarily physical-plus-social: Instagram content, a blog covering buying/financing/maintenance advice and 2035 thermal regulations, local event sponsorships, and an email/vehicle-alert program. Customer concentration is broadly distributed across retail individuals and SMB/professional clients in southern Brittany, with no named anchor accounts. The business model is structurally transactional (one-time vehicle sales plus service-and-financing attach), with modest recurring revenue from rental and recurring service contracts.

Name

Groupe Morbihan Auto

Legal name

Groupe Morbihan Auto

Website

https://morbihan-auto.com

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

51–100 employees

Short description

Groupe Morbihan Auto is a privately held multi-brand automotive dealership group operating nine sites across southern Brittany, France. It sells 11 vehicle brands and provides financing, maintenance, rental, corporate fleet, and tire services to retail and business customers in the Morbihan department.

Ownership category

akta.pro rank

Product category

Automotive Retail and Dealership Services

NAICS

Automobile Dealers (4411), Used Car Dealers (44112), Tire Dealers (441340)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)

akta.pro secondary industry

Tires, Wheels & Retread Supply Distribution (TLAKAOAD)

Keywords

• Multi-brand automobile dealership
• New and used vehicle sales
• Automotive maintenance services
• Vehicle financing solutions
• Corporate fleet services

Headquarters

HQ city

Vannes, Bretagne

HQ country

France

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new vehicles from 11 represented brands (Audi, Volkswagen, Seat, Skoda, Cupra, Fiat, Alfa Romeo, Jeep, Abarth, Fiat Professional, Suzuki). Revenue recognized on vehicle delivery.
2. Used Vehicle Sales: Sale of pre-owned vehicles across all brands. The company purchases vehicles for resale through trade-ins and direct acquisitions.
3. After-Sales Services and Maintenance: Vehicle maintenance, repair services, tire fitting, air conditioning preparation, and technical inspection services. Workshop services at 9 locations across the region.
4. Vehicle Financing: Financing solutions offered to customers for vehicle purchases, with monthly payment options ranging from €126 to over €700 depending on vehicle price and term.
5. Short-Term Vehicle Rental: Short-duration vehicle rental services available at Vannes, Auray, and Lorient locations for customer mobility needs.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels4 records

Core offering

Groupe Morbihan Auto operates a multi-brand automotive dealership group in the Morbihan department of Brittany, France, selling new vehicles from 11 represented brands (Audi, Volkswagen, Seat, Skoda, Cupra, Fiat, Alfa Romeo, Jeep, Abarth, Fiat Professional, Suzuki) and pre-owned vehicles of all makes. The group complements vehicle sales with financing, trade-in, maintenance and repair workshops, tire fitting, short-term rental, bodywork, technical inspections, home delivery, and corporate fleet solutions across 9 locations.

Product overview

Groupe Morbihan Auto is a multi-brand automobile dealership group operating as a platform of integrated automotive services. The core offering consists of new vehicle sales across 11 brands (Audi, Volkswagen, Seat, Skoda, Cupra, Fiat, Alfa Romeo, Jeep, Abarth, Fiat Professional, and Suzuki) and used vehicle sales across all brands. These are supported by complementary service modules including vehicle financing, trade-in/reprise services, maintenance and repair workshops, tire services, short-term rental, home delivery, corporate fleet solutions, accessories e-commerce, warranties, price matching, referral programs, and technical control/bodywork services. The group operates across 9 sites in Vannes, Auray, and Lorient (Morbihan department, Brittany, France).

Differentiator

Problem solved

Functional benefit

Products and services

• New Vehicle Sales Sale of new vehicles from 11 brands (Audi, Volkswagen, Seat, Skoda, Cupra, Fiat, Alfa Romeo, Jeep, Abarth, Fiat Professional, Suzuki) for personal and commercial use across the Morbihan department.
• Used Vehicle Sales Sale of pre-owned vehicles across multiple brands and body styles (SUV, berline, citadine, cabriolet, coupe, familiale, utilitaire, van amenage), each subjected to a 110-point quality inspection with a minimum 6-month warranty.
• Maintenance and Repair Services Vehicle maintenance, repair, tire fitting (from €9 per tire), air conditioning preparation, technical inspection preparation, and online appointment booking across 9 workshop locations.
• Short-term Vehicle Rental Short-duration vehicle rental services available at Vannes, Auray, and Lorient locations for individual and business customer mobility needs.
• Corporate Fleet Solutions Business fleet and corporate vehicle solutions including commercial vehicle sales, volume purchasing, fleet management services, and professional financing for companies in the Morbihan region.
• Tire Sales and Fitting Tire sales at cost price with installation at €9 per tire, offered through a dedicated tire e-commerce subdomain.
• Vehicle Trade-in (Reprise) Standalone buyback service for existing vehicles without requiring a purchase condition, with payment processed within 48 hours of agreement.
• Technical Inspection and Bodywork Technical vehicle inspection center and three bodywork repair facilities located in Vannes, Auray, and Lorient.
• Accessories and Parts Online Shop Online accessories shop offering original accessories for all represented brands along with spare parts ordering.

Quantifiable outcome

• 110-point quality control inspection on all used vehicles
• +2 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

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Groupe Bodemer: French multi-brand automotive dealership group, also headquartered in Brittany, representing multiple OEM franchises across regional sites. Most directly comparable to Groupe Morbihan Auto given the overlapping Brittany geography and multi-brand model.
• Mary Group: French family-owned multi-brand automotive dealer group operating across multiple regional sites. Comparable in long-standing private ownership, multi-brand OEM representation, and integrated service offerings.
• Lamirand Automobiles: French regional multi-brand automotive dealer group with showrooms and workshops across western France. Comparable business model focused on multi-brand OEM representation and integrated service offerings.
• Jean Rouyer Automobiles: French multi-brand automotive dealer group operating across western France. Directly comparable in multi-brand OEM representation, dealership-plus-workshop model, and family/private ownership structure.
• Gueudet Group: Privately held French multi-brand automotive dealer group with a long history of regional multi-site operations. Similar to Groupe Morbihan Auto in combining new vehicle sales with after-sales, rental, and corporate fleet services.
• GCA Mobility Group: One of France's largest multi-brand automotive dealer groups, operating concessions across multiple regions. Comparable in business model (multi-brand dealership + after-sales) and customer segments, though materially larger in scale.
• Groupe Bernard: French regional multi-brand automotive dealer group with showrooms and after-sales services across multiple regions. Comparable in operating model (multi-brand OEM representation + workshop services) and family-owned private character.
• Emil Frey France: French subsidiary of the Swiss Emil Frey Group, one of Europe's largest automotive retail groups. Operates multi-brand dealerships across France with the same integrated sales-plus-service model as Groupe Morbihan Auto.
• Groupe Chopard: French multi-brand automotive dealer group with dealerships across multiple regions. Operates a similar multi-brand sales plus after-sales service model serving both private and professional customers.

Regional players

• Auto Losange: French Renault/Dacia dealer group primarily operating in northern France. Provides useful comparison as a multi-brand dealer with similar integrated services, though it represents a different OEM mix and geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/groupemorbihanauto
• LinkedInlinkedin.com/company/morbihan-auto

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 Groupe Morbihan Auto