PB Racing Lotus Bergamo - Official Lotus Cars dealer and service

Name

PB Racing Lotus Bergamo - Official Lotus Cars dealer and service

Legal name

P.B. Racing srl

Website

https://pbracing.it

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Lallio

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sales of new and pre-owned Lotus Cars vehicles through official dealership
2. Service and Maintenance: Authorized Lotus Cars service center providing regular services, parts replacement, engine/gearbox maintenance, MOT testing, and bodywork repairs
3. Race Car Rental: Rental of Lotus race cars for Lotus Cup series and international competitions such as Dubai 24 Hours
4. Financial Services: Lotus Finance services including financing, leasing, and buy-back options. Company is registered with IVASS as insurance intermediary (RUI n.E000665986)
5. Parts and Aftermarket: Sales of original Lotus Cars parts and aftermarket accessories including sporting setups, engine mapping, and carbon fiber components

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

PB Racing Lotus Bergamo is the official Lotus Cars dealer and authorized service center based in Lallio (Bergamo), Italy, selling new Lotus models (Emira, Eletre, Emeya, Evija, Elise, Exige, Evora) and certified pre-owned Lotus vehicles. It also operates an authorized Lotus workshop for maintenance and original-parts service, a Lotus Finance retail financing program, the Lotus Driving Academy driver-training program, race-car rental services, and a Lotus Motorsport team that develops the Lotus Elise Cup PB-R race car and promotes the Lotus Cup Italia one-make championship.

Product overview

PB Racing Lotus Bergamo operates as an official Lotus Cars dealer, authorized service center, and motorsport racing team offering a comprehensive portfolio of products and services. The core product offering centers on the Lotus vehicle lineup (Elise, Exige, Evora, Emira, Eletre, Emeya, Evija) and specialized racing derivatives (Elise Cup PB-R, Emira GT4). The business provides complementary services including vehicle maintenance and repair, financial services (financing/leasing/buy-back), motorsport organization (Lotus Cup Italia), driver training (Lotus Driving Academy), parts and aftermarket sales, and race car rental. The company is also unique as Italy's sole Lotus Motorsport center, developing racing solutions and parts. No unified software platform exists; the offering is a traditional automotive dealership with integrated motorsport operations.

Differentiator

Problem solved

Functional benefit

Brands

• Lotus Cup Italia: Official Italian motorsport series promoted by PB Racing, featuring Lotus Elise Cup PB-R race cars.
• Lotus Driving Academy Italy
• Elise Cup PB-R

Products and services

• Lotus Emira retail sales

Quantifiable outcome

• Best Lotus Cars dealer in Europe including Great Britain (2019 and 2020)
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered flagship and core.

• Lotus CarsflagshipChannel Partner/ Reseller/ DistributorOfficial Lotus Cars dealer in Bergamo, Italy. PB Racing sells new Lotus vehicles, provides authorized service and maintenance, and accesses Lotus factory support and genuine parts. They also serve as the official channel for Lotus Finance financial services in Italy.
• Hexathron Racing SystemscoreStrategic or Co-development PartnerCollaborated with Hexathron Racing Systems to develop the Lotus Elise Cup PB-R, the exclusive race car used in Lotus Cup Italia series. This partnership created a unique racing product that forms the foundation of their motorsport operations.
• Peroni Race GroupcoreStrategic or Co-development PartnerLong-standing partnership with Peroni Race Group for organizing Lotus Cup Italia. For eight consecutive years, Peroni Race Group has served as the official organizer of the racing series, providing event management and logistics support.
• Lotus Cup ItaliacoreOthersPB Racing is the promoter and organizer of Lotus Cup Italia, the official 'Made in Hethel' Italian motorsport series. This racing series exclusively uses Lotus Elise Cup PB-R vehicles on track.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• AF Corse: Italian GT and endurance racing team that operates as a semi-works partner for Ferrari, with similar roles in motorsport organization, customer racing support, and manufacturer-aligned racing programs in Italy. Comparable to PB Racing as a boutique Italian outfit that combines customer racing, official manufacturer affiliation, and parts/service operations.
• Prema Racing: Italian motorsport team operating across single-seater and GT categories, with strong ties to a major manufacturer. Comparable to PB Racing in being a privately-held Italian racing operation that leverages a single-brand manufacturer relationship into multiple racing series and commercial activities.
• Eurocar Italia: Italian official dealer for Ferrari, Maserati, and other luxury brands, operating authorized sales and service in Italy. Closest geographic peer to PB Racing in terms of business model — single-brand authorized retail/service for ultra-premium Italian-market vehicles, with workshop and customization offerings.
• Iron Lynx: Italian GT and endurance racing team affiliated with Lamborghini, running factory-supported cars in GT3 and GT4 series. Directly comparable to PB Racing's model of pairing authorized retail/service with a competitive GT racing team, and similarly Italy-based with manufacturer-relationship-driven economics.
• Lotus London / Lotus UK Retail Network: Other official Lotus Cars authorized retailers in Europe that compete with PB Racing for the limited pool of Lotus buyers and are benchmarked against PB Racing in the annual 'Best Dealer' rankings PB Racing won in 2019-2020. Direct peers within the same authorized-dealer ecosystem.
• H.R. Owen: UK-based luxury and sports car dealer group representing multiple premium brands (Ferrari, Lamborghini, Bentley, Rolls-Royce, Aston Martin). Comparable to PB Racing in operating authorized sales, service, and bespoke customer experiences for ultra-premium marques, though at materially larger scale and with multi-brand exposure.

Others

• Lotus Cars (Manufacturer): Parent manufacturer of the Lotus brand that PB Racing distributes. Not a competitor but the most important counterparty — Lotus Cars' product strategy (Elise, Emira, Eletre X, Emeya, Evija), distribution policy, and racing programs directly determine PB Racing's revenue and competitive position.
• Hexathron Racing Systems: Engineering and racing systems partner that co-developed the Lotus Elise Cup PB-R with PB Racing. Ecosystem partner rather than competitor, but its capabilities are a critical dependency for PB Racing's racing product IP and the Lotus Cup Italia series.

Broad incumbents

• Penske Automotive Group: Large global premium and luxury automotive retailer with operations across multiple brands and geographies. Provides the scale benchmark PB Racing would need to reach to compete for higher-volume Lotus products (Eletre, Emeya) and illustrates the structural disadvantage of a single-brand, single-region dealer.
• Miller Motorcars: US-based luxury car retailer (Ferrari, Rolls-Royce, Bentley, Aston Martin, McLaren, Maserati, Alfa Romeo) with a boutique, relationship-driven service model. Comparable to PB Racing in the emphasis on certified service, personalization, and motorsport-adjacent activities within an authorized-dealer framework.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/pbracingitalia
• LinkedInlinkedin.com/company/pbracingitalia

Compliance2 records

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 PB Racing Lotus Bergamo - Official Lotus Cars dealer and service