Sanautos

What Sanautos does

Sanautos is a privately held Colombian multi-brand automotive dealership headquartered in Bogotá, founded in 1959 in Bucaramanga. The company represents eight vehicle brands — Renault, Toyota, Suzuki, Citroën, Subaru, DFSK, Great Wall Motor (GWM), and Seres — operating through 15+ showrooms and service centers across Bogotá, Cundinamarca, Santander, Norte de Santander, and Boyacá. It operates through three legal entities: SANAUTOS S.A. (primary), SANAUTOS MOTOR S.A. (Toyota operations), and SANAUTOS ASESORES DE SEGUROS LTDA (insurance brokerage).

The company's core platform is an integrated automotive retail and lifecycle services stack. Core products include new vehicle sales, used vehicle sales through the Renew program, multi-brand certified workshops covering mechanical, collision, and paint services, parts and accessories, and a Siembra Verde carbon-neutral program. Adjacent services span insurance brokerage (auto, life, funeral, home, health, compliance, and pet), corporate fleet sales and renting (Renting Empresarial), vehicle administrative paperwork via RUNT integration, and a BigPass-powered referral program. The platform is delivered through a sales-led go-to-market combining physical showrooms, inside sales via phone and WhatsApp, dedicated corporate fleet teams, and a Paymentsway-powered online payment portal.

The revenue model is diversified across one-time vehicle transactions (new and used), recurring subscription revenue from fleet renting and insurance brokerage commissions, and transaction fees on after-sales services, parts, and administrative paperwork. Primary customer segments are individual vehicle buyers and corporate/fleet customers, with insurance customers as a secondary segment. The company is privately held with no disclosed investors, no funding rounds, and no public listing.

Name

Sanautos

Legal name

SANAUTOS S.A.

Website

https://www.sanautos.com.co

Company type

Private

Founded year

1954

Operating status

Operating

Short description

Sanautos is a Bogotá-based, privately held Colombian multi-brand automotive dealership representing 8 vehicle brands across 15+ showrooms, offering new and used vehicle sales, certified maintenance, insurance brokerage, fleet renting, and administrative services to retail consumers and corporate fleet customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices12 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new vehicles from multiple brands including Renault, Toyota, Suzuki, Citroën, Subaru, DFSK, Great Wall Motor, and Seres. Revenue generated from vehicle transactions with pricing based on manufacturer suggested retail prices and promotional discounts.
2. Used Vehicle Sales: Purchase and resale of pre-owned vehicles through dedicated used car platform.
3. After-Sales Maintenance and Repair Services: Certified workshop services including mechanical maintenance, collision repair, painting, and parts replacement. Services provided at multiple workshop locations across Colombia for all supported brands.
4. Insurance Brokerage: Insurance agency offering vehicle (auto and motorcycle), life, funeral, home, health, compliance, and pet insurance policies through partner insurance companies. Earns commissions on policies sold.
5. Parts and Accessories Sales: Sale of original replacement parts and accessories for all vehicle brands supported by the dealership.
6. Fleet/Corporate Vehicle Solutions: Corporate fleet sales, vehicle renting services, and fleet management solutions for businesses including flexible financing, integrated insurance, and post-sale benefits.
7. Vehicle Administrative Services: Vehicle registration, transfer, lien release, tradition certificates, traffic fine payments, technical inspection coordination, and driving license services. Fees charged for administrative processing.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Sanautos is a Colombian multi-brand automotive dealership that sells new vehicles from 8 brands (Renault, Toyota, Suzuki, Citroën, Subaru, DFSK, Great Wall Motor, Seres) and pre-owned vehicles. The company provides certified multi-brand mechanical and collision repair workshops, an insurance brokerage offering auto, life, home, health, and other policies, corporate fleet sales and renting solutions, and vehicle administrative paperwork services including registration, transfers, and licensing. Operations span 15+ showroom and service locations across Bogotá, Cundinamarca, Santander, Norte de Santander, and Boyacá.

Product overview

Sanautos is a multi-brand automotive dealership in Colombia operating as a unified platform offering vehicle sales (new and used), maintenance services, insurance, and vehicle documentation. The portfolio includes new vehicle sales from 8 brands (Renault, Toyota, Suzuki, Citroën, Subaru, DFSK, Great Wall Motor, and Seres), used vehicle sales through the Renew program, certified multi-brand workshops, insurance agency services, fleet/corporate sales with renting options, test drive experiences, parts and accessories, vehicle paperwork services, a referral program, and an environmental carbon neutral initiative. The core offering revolves around comprehensive automotive retail with supporting post-sale services.

Differentiator

Problem solved

Functional benefit

Products and services

• New Vehicle Sales (Vehículos Nuevos) Sale of new passenger vehicles from 8 brands including Renault, Toyota, Suzuki, Citroën, Subaru, DFSK, Great Wall Motor, and Seres through brand-specific showrooms across Colombia.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered strategic, core and minor.

• ORA (Chery Auto Subsidiary)strategicChannel Partner/ Reseller/ Distributor · 9 July 2026Sanautos Multimarca officially launched the ORA 5 electric SUV at its Bogotá showroom, expanding its electric vehicle portfolio. The ORA brand is a subsidiary of Chery Auto and offers innovative EVs with V2L technology.
• PaymentswaycoreTechnology or IntegrationOnline payment processing partner enabling customers to pay for new vehicles, used vehicles, and after-sales services through secure digital payment channels on the Sanautos website.
• BigPassminorGTM or Marketing PartnerGift voucher partner for the Sanautos referral program. BigPass provides gift vouchers valued at 100,000 COP that are awarded to existing customers who successfully refer new vehicle buyers.
• Sofasa (Renault Assembler)coreChannel Partner/ Reseller/ DistributorSofasa is the Colombian assembler of Renault vehicles. Sanautos has maintained a strong partnership with Sofasa since beginning the relationship and continues as the leading Renault dealership in Colombia.
• RUNT (Unique Vehicle Registry)coreTechnology or IntegrationNational vehicle registry system used by Sanautos for vehicle registration, ownership transfers, tradition certificates, and driver licensing services. Integral to their administrative paperwork services.

Scale indicators4 records

Recent moves17 records

Expansion highlights10 records

Emerging players

• Kavak: Latin America's largest digital used-car platform, originally Mexican, expanding across the region including Colombia. Comparable in the used-vehicle segment and increasingly in the broader retail auto experience, representing a digitally-native alternative to traditional dealer models like Sanautos's Renew program.

Broad incumbents

• Inchcape plc: London-listed global automotive distributor representing multiple premium and volume brands across emerging markets, including Latin America. Comparable as a multi-brand, multi-geography distributor with comparable scale and brand portfolio breadth.
• Group 1 Automotive: US-listed Fortune 500 multi-brand automotive retailer with 200+ dealerships and substantial parts/service operations. Comparable in business model — multi-brand new/used vehicle sales plus high-margin parts, service, and F&I — though operating in a more developed market than Sanautos.
• AutoNation: Largest US automotive retailer with multi-brand franchises, used vehicle operations (AutoNation USA), and an extensive parts and service network. Comparable as an established, scaled multi-brand dealership ecosystem monetizing the full vehicle ownership lifecycle.

Direct peers

• Colwagen: Colombian automotive dealer group representing multiple European and Asian brands with showrooms and workshops in Bogotá. Directly comparable as a multi-brand Colombian dealer combining new vehicle sales, certified maintenance, and fleet solutions.
• Casa Toro: Major Colombian multi-brand auto dealer with showrooms and service centers in Bogotá and nationwide. Highly comparable in brand portfolio breadth, certified workshop operations, and integrated sales-and-service model serving both retail and fleet customers.
• Los Coches: One of Colombia's largest multi-brand automotive dealership groups operating showrooms across Bogotá and other major cities. Closely comparable to Sanautos in multi-brand retail model, after-sales service, and corporate fleet offerings within the same Colombian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sanautos

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Sanautos