What Doğan Trend does

Doğan Trend Otomotiv Ticaret Hizmet ve Teknoloji A.Ş. is a Turkish multi-brand automotive and mobility distributor operating as a wholly-owned subsidiary of Doğan Holding, one of Turkey's largest conglomerates with over 60 years of corporate history. The company serves as the exclusive Turkish distributor for twelve-plus international brands across automotive (Suzuki, MG, MAXUS), motorcycles and scooters (Vespa, Piaggio, Aprilia, Moto Guzzi, KYMCO, Silence), and EV charging infrastructure (Wallbox). It operates through an authorized dealer network of 27 MG dealers expanding to 34 by 2024, branded "Otomobilite" multi-brand concept showrooms in İstanbul (Maslak and Koşuyolu), İzmir, Ankara, Bodrum and Çorlu, and online channels including vespastoreturkey.com and suvmarket.com. The company is a UN Global Compact signatory and positions itself around sustainable, electrified mobility.

The company's revenue model is centered on multi-brand vehicle distribution (new-vehicle hardware sales), supplemented by used-vehicle sales through the wholly-owned Suvmarket platform, after-sales service and parts, vehicle rental through Otomobilite locations, and online accessories sales for Piaggio Group brands. Vehicle pricing ranges from approximately 169,900 TL (Suzuki Burgman 400 maxi-scooter) to 2,299,000 TL (MG4 Electric XPOWER), with the bulk of new-vehicle volume concentrated in entry-to-mid-tier SUVs, hatchbacks and maxi-scooters. The MG portfolio has been the principal growth engine, scaling from 468 units in 2021 to 1,627 units in 2022 (3.5x year-on-year) and surpassing 7,500 units in the first nine months of 2023 against a revised full-year 2023 target of 15,000 units. Notable proprietary technology accessed through MG includes V2L (vehicle-to-load) capability delivering up to 70 kWh, the ONE PACK battery system at only 110 mm height, and the MG Pilot ADAS suite.

Strategically, Doğan Trend pursues an electric and hybrid mobility thesis — 91% of Suzuki Turkey sales are hybrid models — and pursues partnerships spanning EV charging (Wallbox since 2021, Aytemiz charging station deployments), vocational training (Erasmus+ KA220-VET electric and hybrid technician program coordinated by Klaipeda University across Turkey, Spain, Greece, Italy and Lithuania), and emerging mobility (Suzuki-SkyDrive flying car R&D targeting India and export markets). In 2023 the company was awarded MG's Best Distributor of the Year globally among 60+ countries at the MG Global Distributor Conference in London, and the MG ZS EV has accumulated multiple international awards (UK Best Electric Family Car 2023, Swedish Car of the Year 2023, Belgian VAB Electric Family Car of the Year 2021). The company has a defined executive team with brand-level leadership across MG-Maxus, Suzuki, motorcycles, marine, after-sales, finance and HR.

Name

Doğan Trend

Legal name

Doğan Trend Otomotiv Ticaret Hizmet ve Teknoloji A.Ş

Website

https://dogantrend.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

Doğan Trend Otomotiv is a Turkish multi-brand automotive and mobility distributor (subsidiary of Doğan Holding) selling Suzuki, MG, MAXUS, Piaggio Group, KYMCO, Silence and Wallbox brands through an authorized dealer network and Otomobilite concept showrooms.

Ownership category

akta.pro rank

Headquarters

HQ city

Kadikoy

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Automotive Vehicle Sales: Sale of new vehicles including cars, SUVs, and motorcycles under Suzuki, MG, MAXUS, Vespa, Piaggio, Aprilia, Moto Guzzi, KYMCO, and Silence brands through authorized dealer network.
2. Used Vehicle Sales (Suvmarket): Second-hand SUV sales platform operated under the Suvmarket brand, offering guaranteed pre-owned vehicles with inspection, cleaning, and technical checks.
3. After-Sales Service and Parts: Maintenance, repair, and spare parts services through authorized service network across Turkey.
4. Vehicle Rental Services: Vehicle rental solutions offered through Otomobilite concept showrooms.
5. Online Accessories Sales: Online sales of original accessories, spare parts, and licensed merchandise for Piaggio Group brands through vespastoreturkey.com.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Doğan Trend Otomotiv is the exclusive Turkish distributor for multiple international automotive and mobility brands, selling Suzuki, MG and MAXUS passenger cars and SUVs, Piaggio Group motorcycles and scooters (Vespa, Piaggio, Aprilia, Moto Guzzi), KYMCO and Silence two-wheelers, and Wallbox EV charging solutions through authorized dealers, Otomobilite concept showrooms and online channels. The company also operates Suvmarket (Turkey's first dedicated second-hand SUV platform), offers vehicle rental at Otomobilite locations, and runs an after-sales service and spare-parts network.

Differentiator

Problem solved

Functional benefit

Brands

• Suvmarket: Turkey's first and only second-hand SUV sales platform, offering guaranteed and thoroughly inspected vehicles with test drive and 30-day return guarantee
• Doğan Trend Otomobilite
• Wallbox (distributed brand)
• Vespa Official Store Turkey

Products and services

• Suzuki passenger cars and SUVs (automobile distribution) Exclusive Turkish distribution of Suzuki-branded passenger cars and SUVs (including S-CROSS, Vitara, Jimny), marketed to individual consumers and families seeking hybrid and ICE SUV options. 91% of Suzuki Turkey sales are hybrid models.
• MG passenger cars and electric vehicles Exclusive Turkish distribution of MG (Morris Garages) branded passenger cars and electric vehicles, including MG ZS (petrol and EV), MG4 Electric, MG4 XPOWER, and MG Cyberster. V2L (Vehicle to Load) technology is included on MG EVs, and MG Pilot ADAS suite is offered. MG was Turkey's best-selling British car brand in 2022.
• MAXUS light commercial vehicles Exclusive Turkish distribution of MAXUS branded light commercial vehicles, including the e-Deliver 3 electric van aimed at commercial fleet operators and last-mile delivery businesses seeking fleet electrification.
• Piaggio Group motorcycles and scooters (Vespa, Piaggio, Aprilia, Moto Guzzi) Distribution of premium motorcycles, scooters and accessories from the Piaggio Group portfolio in Turkey, targeted at motorcycle and scooter enthusiasts and urban mobility users, sold through authorized dealers and the Vespa Turkey online store.
• KYMCO, Suzuki motorcycles, and Silence electric scooters distribution Exclusive Turkish distribution of KYMCO motorcycles, Suzuki motorcycles (including Burgman 400, Jimny, GSX-R/GSX-S lines) and Silence electric scooters for urban riders and motorcycle enthusiasts.
• Wallbox EV charging solutions Distribution and sale of Wallbox smart EV charging stations for home and commercial use in Turkey, including energy management and storage optimization technologies, supporting EV owners and commercial fleet charging infrastructure.
• Suvmarket second-hand SUV platform Subsidiary brand operating Turkey's first dedicated second-hand SUV sales platform with guaranteed pre-owned vehicles, technical inspection, cleaning, test drives and 30-day return policy, sold through physical showrooms and online at suvmarket.com.
• After-sales service and parts Authorized after-sales maintenance, repair and spare-parts services across the multi-brand dealer and service network in Turkey, for owners of Suzuki, MG, MAXUS, Piaggio Group, KYMCO and Silence vehicles.
• Vehicle rental services via Otomobilite showrooms Rental of Suzuki, MG, KYMCO, Silence and related brand vehicles through Otomobilite concept showroom locations, providing flexible short- and long-term mobility to individual and small business customers.
• Vespa Turkey online accessories and parts store E-commerce storefront selling original accessories, spare parts and licensed merchandise for Vespa, Piaggio, Aprilia and Moto Guzzi scooters and motorcycles in Turkey via vespastoreturkey.com.

Quantifiable outcome

• MG sales increased 35% in first half of 2022 compared to same period in 2021
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature5 records

Partnerships

14 partnerships are on record, tiered supporting, core and emerging.

• Granfondo BaşkentsupportingGTM or Marketing Partner · 1 January 2024MG sponsored Granfondo Başkent 2024 cycling event with approximately 1500 athletes from 46 different Turkish cities and 4 countries. MG vehicles provided support for route safety, preparations, and all stages of the race.
• L'Étape Turkey by Tour de FrancesupportingGTM or Marketing Partner · 1 January 2024MG became official sponsor of L'Étape Turkey by Tour de France, the first cycling race of its kind in Turkey. MG Sprint was named for the sprint stage on the Fatih Sultan Mehmet Bridge. Event held October 20th in Istanbul.
• Klaipeda UniversitysupportingStrategic or Co-development Partner · 1 January 2023Coordinated by Klaipeda University (Lithuania), Doğan Trend participates in Erasmus+ KA220-VET program project for training electric and hybrid vehicle technicians. Partners include Turkey, Spain, Greece, Italy, and Lithuania.
• TurkcellsupportingGTM or Marketing Partner · 1 January 2022Suzuki became main sponsor of Turkcell Granfondo Istanbul cycling event. Suzuki provided 6 vehicles including lead vehicle, sweep vehicle, and support cars. Special Suzuki Jimny with DJ booth created Fan Zone entertainment.
• AytemizsupportingTechnology or Integration · 1 January 2022Partnership with Aytemiz for EV charging station locations. Following the earthquake crisis, teams worked to identify locations with electricity access to install charging stations for electric MG vehicles serving as mobile generators in affected areas.
• WallboxcoreTechnology or Integration · 1 January 2021Wallbox, a Spain-based global EV charging company, partners with Doğan Trend for smart charging solutions in Turkey. Since 2021, Wallbox products have been available through Doğan Trend's extensive dealer and service network for home and commercial EV charging.
• SkyDriveemergingStrategic or Co-development PartnerSuzuki and SkyDrive partnership for flying car development, technology, and market creation. Collaboration focuses on R&D, manufacturing, and production systems planning, primarily targeting India and other export markets for carbon-neutral mobility solutions.
• YATED (Yat ve Tekne Endüstrisi Derneği)supportingStrategic or Co-development PartnerSuzuki Marine partnership with YATED and Haydarpaşa Mesleki ve Teknik Anadolu Lisesi for marine technician training. Suzuki Marine is platinum sponsor of the Yacht and Boat Motors Workshop project to address qualified personnel shortage in the marine industry.
• Haydarpaşa Mesleki ve Teknik Anadolu LisesisupportingStrategic or Co-development PartnerPartnership with Suzuki Marine for marine technician training program. The school houses the Yacht and Boat Motors Workshop where students receive both official curriculum and practical training from industry professionals.
• Türk TelekomsupportingGTM or Marketing PartnerMG partnership with Türk Telekom for Open Air Cinema events. MG4 and ZS EV models provided energy for cinema screenings in multiple cities, demonstrating V2L technology to approximately 250 attendees per event.
• United Nations Global CompactsupportingOthersDoğan Trend, along with other Doğan Holding companies, is a signatory of the UN Global Compact, committing to sustainable business practices in human rights, labor standards, environment, and anti-corruption.
• SAIC Motor (MG Parent)coreChannel Partner/ Reseller/ DistributorDoğan Trend is the exclusive distributor of MG (Morris Garages) vehicles in Turkey. SAIC Motor acquired MG in 2007 and has transformed the brand into a global EV leader. MG Turkey achieved Best Distributor of the Year 2023.
• Suzuki Motor CorporationcoreChannel Partner/ Reseller/ DistributorDoğan Trend is the exclusive distributor of Suzuki vehicles, motorcycles, and marine products in Turkey. Suzuki is a global Japanese manufacturer with 50+ years of SUV experience and strong hybrid technology capabilities.
• Piaggio GroupcoreChannel Partner/ Reseller/ DistributorDoğan Trend distributes Piaggio Group brands in Turkey including Vespa, Piaggio, Aprilia, Moto Guzzi, and related accessories through authorized dealers and online platforms.

Scale indicators8 records

Recent moves7 records

Expansion highlights8 records

Broad incumbents

• Astara Group: Spain-headquartered global multi-brand automotive distributor with strong emerging-market footprint (LatAm, Europe, Asia). Comparable business model — exclusive distributor across regions for OEMs seeking channel without direct investment.
• Inchcape plc: London-listed global multi-brand automotive distributor operating in 40+ markets with portfolios spanning premium, mass, and emerging EV brands. Relevant as a scaled, public-market reference for multi-brand distribution economics and EM-market positioning.

Others

• Auto1 Group: Germany-based online used-vehicle B2B/B2C platform. Comparable as a reference for the digital used-vehicle retail arm (Suvmarket) of Doğan Trend, though Auto1 operates a different model (online-led remarketing rather than physical distributor).

Direct peers

• Borusan Otomotiv: Turkish multi-brand automotive distributor (BMW, MINI, Jaguar, Land Rover, Rolls-Royce). Closest direct peer — same exclusive-distributor business model operating through authorized dealers and concept stores in Turkey, with similar reliance on a small number of OEM principals and multi-channel retail.
• Otokoç Otomotiv: Turkey's largest automotive retailer/distributor (Koç Holding subsidiary) operating Ford, Avis Budget, Volvo, and other franchises across a national dealer and service network. Directly comparable as Turkey's leading multi-brand retail auto distributor with after-sales and rental integration.
• Anadolu Otomotiv: Exclusive Turkish distributor for Renault, Dacia, and Nissan (Anadolu Group subsidiary). Comparable as a multi-brand OEM distributor in Turkey with similar dealer-led GTM and authorized service network economics.
• MAİS Otomotiv: Exclusive distributor of Toyota and Lexus vehicles in Turkey (Sabancı Holding partnership). Comparable as a Turkish exclusive multi-brand (mass-market + premium) automotive distributor operating a national dealer network.
• HCSG Otomotiv (Hyundai Motor Turkey): Hyundai Motor's exclusive Turkish distributor. Comparable as a single-brand-distributor in Turkey with mass-market passenger vehicle exposure and growing EV/EV-hybrid mix competing in the same channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Dogantrendoto
• Facebookfacebook.com/dogantrendotomotiv
• LinkedInlinkedin.com/company/dogantrendotomotiv

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries2 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 Doğan Trend