What Sironi Auto does

Sironi Auto S.r.l. is an Italian multi-brand automobile dealership operating continuously in the Lecco province of Lombardy since 1962. The company retails new, KM0 (near-new), and certified used vehicles across more than 25 marques — including Audi, Volkswagen, Citroën, Ford, Renault, Jeep, Dacia, Peugeot, Fiat, BMW, Toyota, and newer entrants such as BYD and MG — with an active inventory of approximately 190 vehicles. Two physical sites anchor the operation: a sales showroom in Castello di Brianza and a dedicated after-sales workshop in Barzago covering bodywork, mechanical repairs, scheduled maintenance, vehicle inspections, tires, glass replacement, air-conditioning service, and spare parts. Beyond the core retail and workshop activities, Sironi Auto offers in-house financing (standardized at TAN 8.90% with TAEG ranging 9.90%–11.68%), insurance products, a dedicated B2B portal (Area Commercianti) for commercial buyers, and an online used-car valuation tool for trade-ins.

The underlying technology is the DealerK / MotorK (webspark) dealer platform, which provides vehicle inventory management, online search and filter tools, comparison functionality, integrated contact and lead-capture forms, social-share buttons, and multilingual site rendering across 32+ languages via the OneTap plugin. The business model is fundamentally transactional and service-based: revenue is generated from (1) one-time vehicle sales across new, KM0, and used inventory at price points from roughly €10,700 (Dacia Sandero) to €44,900 (Audi Q5); (2) recurring after-sales workshop and parts revenue; and (3) financing and insurance commissions on vehicle transactions. The go-to-market combines a physical showroom with a multilingual digital storefront, supported by local sports sponsorships (ASD Barzago, ARBO) and Google Maps local listings; commercial customers are addressed through a separate B2B portal. The company is privately held, likely founder- or family-controlled, with no disclosed investors, funding events, or parent entity.

Name

Sironi Auto

Legal name

Sironi Auto S.r.l.

Website

https://sironiauto.eu

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

11–50 employees

Short description

Sironi Auto S.r.l. is a privately held Italian multi-brand car dealership, founded 1962, operating a sales showroom in Castello di Brianza and an after-sales workshop in Barzago (Lombardy). It retails 190+ new, KM0, and used vehicles across 25+ brands and provides financing, insurance, and full workshop services to retail and commercial customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Castello di Brianza

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales (New, KM0, Used): The primary revenue stream: sale of new vehicles, km zero (nearly-new) cars, and certified used vehicles across a wide range of brands (Audi, Volkswagen, Citroën, Ford, Renault, Jeep, Dacia, Peugeot, Fiat, and 20+ others). Vehicles span segments from economy (Dacia Sandero from €10,700) to premium (Audi Q5 at €44,900), and include various fuel types: petrol, diesel, hybrid (mild/full/plug-in), electric, and LPG.
2. After-sales Services (Workshop, Bodywork, Maintenance): Comprehensive workshop and after-sales services including mechanical repairs, bodywork, scheduled maintenance (tagliando), vehicle inspections (Centro Revisioni), tire fitting, car wrapping, glass replacement, air conditioning recharge, and spare parts. Located at Via Statale 11, Barzago.
3. Financial Services and Insurance: The company offers financing solutions (e.g., TAN 8.90%, TAEG 10.38%) with monthly payment plans integrated into vehicle listings. Insurance products are also offered as part of the service package, generating commission revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Sironi Auto is a multi-brand automobile dealership selling new, KM0 (nearly-new), and certified used vehicles across 30+ brands including Audi, Volkswagen, Citroën, Fiat, Renault, Jeep, Dacia, Peugeot, and others. The company operates two physical locations — a sales showroom in Castello di Brianza and a dedicated after-sales workshop in Barzago — providing the complete customer lifecycle from purchase through ongoing maintenance, bodywork, inspections, tire services, and vehicle customization. Financing and insurance products are bundled into the vehicle purchase experience.

Product overview

Sironi Auto SRL is an Italian multi-brand car dealership based in Castello di Brianza (LC), operating since 1962. The company operates as a unified platform offering both vehicle sales and comprehensive after-sales services. The sales division includes New and KM0 (nearly-new) vehicles alongside Aziendali e Usate (company fleet and used) vehicles, representing over 25 automotive brands. The service division provides complementary automotive services including body shop (Carrozzeria), mechanical workshop (Officina meccanica), vehicle inspection (Centro Revisioni), tire services, car wrapping, glass services, air conditioning maintenance, and genuine spare parts. Additional services include financial solutions, insurance products, and used car valuation tools. The company maintains two locations: a sales office in Castello di Brianza and a workshop/post-sales facility in Barzago.

Differentiator

Problem solved

Functional benefit

Products and services

• New and KM0 Vehicles New and nearly-new (KM0) vehicles offered across more than 25 brands (Abarth, Alfa Romeo, Audi, BMW, BYD, CUPRA, Citroën, Dacia, Fiat, Ford, Hyundai, Jeep, Kia, Lancia, Lexus, MG, MINI, Nissan, Opel, Peugeot, Renault, Suzuki, Toyota, Volkswagen, and others). Prices range from approximately €18,600 to €30,900 with VAT deductible for business buyers.
• Company Fleet and Used Vehicles Pre-owned and ex-company fleet vehicles sold with certified quality inspections. Prices range from approximately €10,700 (Dacia Sandero Stepway 2020) to €44,900 (Audi Q5 2023) with VAT non-deductible.
• Carrozzeria (Body Shop)

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

Two partnerships are on record, tiered minor.

• ARBOminorOthersARBO is a local sports club sponsored by Sironi Auto. The sponsorship is displayed in a dedicated 'Sponsor' section on the website alongside ASD Barzago, indicating community-level marketing partnerships with local organizations in the Barzago area.
• ASD BarzagominorOthersASD Barzago is a local sports club that Sironi Auto sponsors. The partnership appears in a dedicated 'Sponsor' section on the website alongside ARBO, representing community-level marketing support for local sports organizations.

Scale indicators2 records

Recent moves1 record

Expansion highlights4 records

Emerging players

• Auto1 Group: European digital used-car platform operating across Germany, Italy, France and other markets with online vehicle marketplaces and a B2B dealer network. Represents the digital-native channel competing for the same used-vehicle buyer and supplier relationships that drive Sironi Auto's trade-in and retail business.

Direct peers

• Gruppo Bonfiglioli: Italian multi-brand automotive dealership group based in northern Italy, selling new, used and KM0 vehicles across multiple brands with workshop and after-sales services. Operates a similar horizontal multi-brand retail and service model as Sironi Auto in overlapping Italian geographies.
• Autotorino: One of Italy's largest multi-brand automotive dealer groups, operating dozens of locations across Lombardy and northern Italy selling new and used vehicles across many brands. Highly comparable business model to Sironi Auto — multi-brand independent-style dealer with integrated after-sales — but at significantly larger scale.
• Intergea: Italian automotive retail group with a network of multi-brand dealerships across Lombardy and beyond, offering new, used, and after-sales services. Directly comparable to Sironi Auto in multi-brand strategy and integrated retail/service offering, though at materially larger network scale.
• Bonaldi Motori: Bergamo-based multi-brand Italian automotive dealer group selling new and used vehicles across several franchises with associated after-sales services. Comparable regional Italian competitor with similar multi-brand horizontal positioning and service ecosystem.

Broad incumbents

• Emil Frey: One of Europe's largest automotive retail groups, headquartered in Switzerland with extensive operations across Italy, Germany, France and other markets. Operates franchised multi-brand dealerships with full sales and service offerings; comparable in business model but vastly larger scale and more brand-exclusive than Sironi Auto.
• Inchcape plc: Global automotive distributor and retailer operating across multiple markets with multi-brand dealerships and distribution partnerships. Comparable to Sironi Auto as a multi-brand retail automotive operator but at global enterprise scale with stronger OEM distribution contracts.
• Vertu Motors: UK-based automotive retailer operating a large network of franchised dealerships across multiple brands with integrated aftersales. Comparable multi-brand sales and service business model, though UK-focused and at much larger scale than Sironi Auto.

Others

• Norauto Italia: French-origin multi-service automotive aftermarket chain operating in Italy with tire, maintenance, and quick-service offerings. Comparable to the after-sales/workshop portion of Sironi Auto's business, though not a vehicle retailer.
• Carglass: Major European vehicle glass repair and replacement specialist operating in Italy. Competes directly with Sironi Auto's "Servizio Cristalli" offering as a specialist alternative for one slice of the after-sales service stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sironi-auto-srl

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Sironi Auto