SEGUMAR

What SEGUMAR does

SEGUMAR S.C. is a privately held authorized Yamaha dealership headquartered in Maliaño (Santander), Spain, operating from a single retail location near the Marina de Cantábrico port. The company sells the full Yamaha motorized product range — including motorcycles, scooters, ATVs, outboard motors (across all power bands from 2.5hp portable to 425hp premium, plus an electric motor), waverunners, boats (Sport Tender, Sport, Tender, and RIB), inverter generators, golf cars, and e-Bikes — and additionally holds Yanmar Master Dealer status for diesel marine engines plus distribution rights for Pacific Craft, Zodiac, and Dipol boats.

The business operates as a direct-to-consumer physical dealership, generating revenue from three streams: (1) hardware sales of new boats, outboard motors, motorcycles, and other Yamaha vehicles; (2) parts and accessories sales from an on-site store stocking genuine Yamaha parts; and (3) technical service and repair through a certified workshop with Yamaha-trained mechanics. Pricing is quote-based and not publicly disclosed. Marketing is conducted primarily through the Yamaha Motor Europe dealer network website, which showcases the catalog, promotions, news, and a "Demo Bike" test-ride scheduling feature.

SEGUMAR serves primarily individual recreational and semi-professional consumers in the Cantabria region of Spain, with personas including boat owners and mariners (primary) and motorcycle enthusiasts (secondary). The company reports nearly 30 years of industry experience and maintains 10 employees. It has no parent company, no institutional investors, no disclosed revenue or funding, and no digital or AI-native product surface. The business model is fundamentally a regional retail distribution and after-sale service operation whose economics are tied to Yamaha's brand strength, Cantabria's maritime economy, and recurring parts/service demand.

Name

SEGUMAR

Legal name

SEGUMAR S.C.

Website

https://segumar.net

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

SEGUMAR is a privately held authorized Yamaha and Yanmar Master Dealer in Maliaño (Santander), Spain, selling boats, outboard motors, motorcycles, and related equipment to recreational consumers across the Cantabria region.

Ownership category

akta.pro rank

Headquarters

HQ city

Maliaño (Santander)

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Boat and Outboard Motor Sales: SEGUMAR generates revenue primarily through the sale of Yamaha boats (embarcaciones), outboard motors (motores fueraborda), and related marine equipment. They are an official Yamaha dealer offering various product categories including waverunners, sport tenders, and RIBs.
2. Parts and Accessories: Revenue from selling original Yamaha parts and accessories from their on-site store.
3. Technical Service and Repair: Workshop services providing maintenance and repair of Yamaha motors by certified specialists.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

SEGUMAR S.C. is an official Yamaha dealer located in Maliaño-Santander, Spain, near Marina de Cantábrico port, selling the full Yamaha product range including motorcycles, scooters, ATVs, outboard motors, boats, waverunners, generators, golf cars, and e-Bikes, alongside an on-site parts and accessories store. The company also holds Master Dealer status for Yanmar diesel engines, distributes Pacific Craft, Zodiac, and Dipol boats, and operates a certified technical service workshop for maintenance and repairs of Yamaha motors.

Product overview

SEGUMAR is an official Yamaha dealership offering a comprehensive portfolio of Yamaha motorized products including motorcycles, scooters, ATVs, outboard motors, waverunners, boats, generators, golf cars, and e-bikes. As a Master Dealer for Yanmar diesel engines and distributor of Pacific Craft, Zodiac, and Dipol boats, the company provides approximately 30 years of experience in the marine and powersports sector near Marina de Cantábrico port.

Differentiator

Problem solved

Functional benefit

Products and services

• Yamaha Motorcycles
• Yamaha Scooters
• Yamaha ATVs and Side by Side
• Yamaha Outboard Motors
• Yamaha Waverunners
• Yamaha Boats
• Yamaha Generators
• Yamaha Golf Cars
• Yamaha e-Bikes
• Yanmar Diesel Engines
• Pacific Craft Boats
• Zodiac Boats
• Dipol Boats
• Yamaha Parts and Accessories Store
• Technical Service and Repair Workshop
• Demo Bike Test Rides

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

Five partnerships are on record, tiered core and minor.

• Yamaha Motor EuropecoreChannel Partner/ Reseller/ DistributorSEGUMAR is an official authorized dealer (Concesionario Oficial) for Yamaha Motor Europe, selling the full range of Yamaha products including motorcycles, scooters, ATVs, boats, outboard motors, waverunners, generators, golf cars, and e-Bikes. This dealership relationship provides access to genuine parts, warranty support, and manufacturer backing.
• YanmarcoreChannel Partner/ Reseller/ DistributorSEGUMAR holds Master Dealer status for Yanmar, the leading brand in diesel engines for marine applications. This designation indicates a high-level distribution partnership for Yanmar diesel motors and genuine parts, complementing their Yamaha outboard motor offerings.
• Pacific CraftminorChannel Partner/ Reseller/ DistributorSEGUMAR distributes Pacific Craft boats as part of their marine product portfolio, expanding beyond Yamaha boat offerings to provide additional boat brand options to customers.
• ZodiacminorChannel Partner/ Reseller/ DistributorSEGUMAR distributes Zodiac inflatable boats and watercraft as part of their marine product lineup.
• DipolminorChannel Partner/ Reseller/ DistributorSEGUMAR distributes Dipol boats as an additional brand option for customers in their marine equipment offerings.

Scale indicators1 record

Recent moves4 records

Expansion highlights2 records

Direct peers

• Mercury Marine: Mercury Marine is a leading global manufacturer of marine propulsion (a direct competitor to Yamaha outboards and Yanmar diesel inboards). Its dealer network competes with SEGUMAR's marine engine offering at the customer level, making it a directly comparable brand-level competitor in the same product category.
• Honda Marine: Honda Marine produces outboard motors and powersports products that compete head-to-head with Yamaha offerings carried by SEGUMAR. Native product overlap makes Honda a direct competitor in marine propulsion and select powersports categories.
• Polaris Inc. Polaris manufactures ATVs, side-by-sides, motorcycles (Indian, Slingshot), and marine products, competing with Yamaha in the powersports categories SEGUMAR sells. Polaris dealer networks compete for the same recreational buyer in European markets.
• Volvo Penta: Volvo Penta is a major manufacturer of marine diesel engines and sterndrive systems, competing with Yanmar (SEGUMAR's Master Dealer brand) in the inboard diesel segment. Comparable as a competing marine propulsion brand that SEGUMAR's boat buyers evaluate.
• BRP (Bombardier Recreational Products): BRP manufactures Sea-Doo watercraft, Can-Am ATVs and side-by-sides, and Ski-Doo snowmobiles — products that compete directly with Yamaha's Waverunners, ATVs, and motorcycles sold by SEGUMAR. BRP's dealer network is a directly comparable competitor in the powersports category.
• Suzuki Marine: Suzuki Marine manufactures outboard motors that compete with Yamaha's outboard range in the same horsepower segments. SEGUMAR's outboard motor customers cross-shop Suzuki at competing dealers, making Suzuki a directly comparable competitor in marine propulsion.

Broad incumbents

• MarineMax: MarineMax is the largest recreational boat and marine dealer in the United States, operating showrooms, service centers, and financing across multiple states. It is directly comparable to SEGUMAR as a multi-brand marine retailer, though at vastly greater scale and with a public-market balance sheet.
• Brunswick Corporation: Brunswick is a global marine conglomerate that owns Mercury Marine, Sea Ray, Boston Whaler, and other boat brands, with integrated dealer and service operations. Comparable to SEGUMAR because it spans marine propulsion, boats, and aftersales — the same value chain SEGUMAR operates in as a Yamaha/Yanmar dealer.
• Yamaha Motor Europe: Yamaha Motor Europe is the OEM whose full product range SEGUMAR is authorized to sell — motorcycles, outboard motors, boats, waverunners, ATVs, e-bikes, and generators. As SEGUMAR's principal brand partner, Yamaha's dealer network and product strategy directly shape SEGUMAR's competitive position.

Emerging players

• Band of Boats: Band of Boats is a European online boat marketplace aggregating listings from dealers and private sellers across multiple countries. It is an emerging substitute channel that competes with traditional dealers like SEGUMAR for boat-buyer attention, though it does not provide the service/workshop component.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/segumar

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 SEGUMAR