Saga Mercedes-benz

What Saga Mercedes-benz does

SAGA Mercedes-Benz is a French authorized Mercedes-Benz dealership network, founded in 1971 and operating 26+ locations across western and northern France, including Angers, Arras, Béthune, Boulogne-sur-Mer, Cambrai, Challans, Cholet, La Roche-sur-Yon, Lille, Les Sables d'Olonne, Les Ulis, Valenciennes, and others. The company sells new Mercedes-Benz passenger vehicles, utility vehicles (Citan, Vito, Sprinter, eSprinter), and industrial trucks, alongside a used vehicle inventory of more than 2,000 units, demonstrator vehicles, and a VanPro Center for commercial customers. It also operates the SAGA Classic sub-brand for youngtimer and historic Mercedes-Benz vehicles. The legal entity is a SAS with €300,000 share capital, registered at RCS La Roche-sur-Yon under number 487 180 028, and operates as part of Groupe RCM with Monsieur Ronan CHABOT as legal representative.

The company's business is organized around the full vehicle ownership lifecycle. Primary revenue streams include new and used vehicle sales, after-sales service and maintenance using Mercedes-Benz original parts, extended service contracts (ServiceCare, CompleteCare, WarrantyExtension, ServiceSelect for vehicles over 6 years old), financing solutions (credit, LOA, LLD) intermediated through CGI Finance/CGL, insurance products (mechanical warranty, GVA, person protection, mobility assistance) via partners OPTEVEN, SOGESSUR/SOGECAP, and EUROP ASSISTANCE, fleet and business solutions, and a parts and accessories boutique. Distribution is exclusively through the physical dealership network, complemented by digital lead capture, online inventory browsing, and appointment booking; no direct e-commerce vehicle sales are offered.

SAGA's go-to-market is a hybrid field-sales motion: customers browse and configure online, then transact in-person at one of the 26+ showrooms, often with bundled financing and insurance at the point of sale. The customer base spans individual premium and EV buyers and corporate/fleet operators. Strategic activity in 2026 centers on the rollout of new electric models (GLB EV, GLC EV, CLA — the latter elected Car of the Year 2026), expansion of the VanPro commercial vehicle offering, and a sponsorship partnership with the Sodebo Ultim 3 sailing team. Revenue is not publicly disclosed.

Name

Saga Mercedes-benz

Legal name

SAGA Mercedes-Benz

Website

https://rcm-saga.fr

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

501–1,000 employees

Short description

SAGA Mercedes-Benz is a French authorized Mercedes-Benz dealership network founded in 1971, operating 26+ locations across France to sell new and used vehicles, provide after-sales service, and offer financing, insurance, and fleet solutions.

Ownership category

akta.pro rank

Product category

Automotive Dealership

NAICS

Automobile Dealers (4411), New Car Dealers (441110), Used Car Dealers (441120), Motor Vehicle and Parts Dealers (441)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Garage Liability & Dealers (Auto Dealers, Repair Shops) (FSAJABAF)

akta.pro secondary industry

Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD)

Keywords

• Mercedes-Benz dealership
• New vehicle sales
• Used car sales
• Automotive financing
• Vehicle maintenance services

Headquarters

HQ city

Belleville-sur-vie

HQ country

France

HQ region

Europe

Offices30 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Mercedes-Benz passenger cars, utility vehicles, and commercial trucks through dealership network.
2. Used Vehicle Sales: Sale of pre-owned vehicles including certified pre-owned, dealer trade-ins, and demonstrator vehicles. Stock of over 2000 used vehicles and 829+ cars available.
3. After-Sales Service and Maintenance: Vehicle maintenance, repairs, original parts, tire services, and periodic maintenance using Mercedes-Benz approved components and technician expertise.
4. Service Contracts: Extended warranty programs (WarrantyExtension), maintenance plans (ServiceCare, CompleteCare), andServiceSelect for vehicles over 6 years old.
5. Financing Services: Vehicle financing through partners including credit, leasing (LOA/LOAC), and long-term rental (LLD) arrangements. Partnered with CGI Finance/CGL.
6. Insurance Products: Vehicle insurance offerings including Guaranteed Asset Value (GVA), mechanical warranties (GLD), person protection (ADP), and mobility assistance through partner CGL.
7. Parts and Accessories: Sale of Mercedes-Benz original parts, accessories, and Merch boutique merchandise.
8. Fleet/Business Solutions: Dedicated solutions for business customers including vehicle fleet management, corporate financing, and VanPro Center for commercial vehicles.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Saga Mercedes-benz is an authorized Mercedes-Benz dealer group in France that retails new Mercedes-Benz passenger cars, vans, and trucks, along with certified pre-owned vehicles. The group also provides manufacturer-backed after-sales service, parts, structured maintenance plans, and arranges financing and insurance through partner providers. It serves both individual consumers and corporate fleet customers through a multi-site retail network.

Product overview

SAGA Mercedes-Benz is a French network of Mercedes-Benz car dealerships operating since 1971, offering a comprehensive automotive portfolio centered around Mercedes-Benz vehicles. The company provides new passenger cars (Classe A through S, EQ electric series, AMG performance vehicles), used vehicles (over 2000 in stock), demonstrator vehicles, light commercial vehicles (Citan, Vito, Sprinter, eSprinter), and industrial trucks. Supporting services include after-sales maintenance with Mercedes-Benz original parts, service contracts (ServiceCare, CompleteCare, WarrantyExtension, ServiceSelect), financing solutions through CGI Finance, insurance products, and connected services via Mercedes-Me. The network operates 29+ dealership locations across France, with specialized offerings including SAGA Classic for historic vehicles and VanPro Center for commercial fleet solutions.

Differentiator

Problem solved

Functional benefit

Brands

• SAGA Classic: Youngtimer and historic vehicle collection service
• SAGA Sodebo

Products and services

• New Mercedes-Benz Passenger Vehicles
• Mercedes-Benz Certified Pre-Owned Vehicles Used Mercedes-Benz vehicles inspected and certified under the manufacturer's certified pre-owned program, sold with extended warranty coverage to budget-conscious premium buyers.
• Mercedes-Benz Commercial Vans and Trucks Sale of Mercedes-Benz Vans and Trucks commercial vehicles to trades, delivery operators, and corporate fleet customers, supported by dedicated commercial vehicle advisors and tailored fleet financing.
• Authorized After-Sales Service and Repairs Manufacturer-authorized maintenance, diagnostics, mechanical and body repairs, and warranty work for Mercedes-Benz vehicles, performed by trained technicians using genuine parts.
• Service Select Maintenance and Repair Plan Subscription-based prepaid maintenance and repair plan that bundles scheduled servicing and certain repair costs into a single recurring or prepaid contract, offering predictable cost of ownership for both new and older Mercedes-Benz vehicles.
• Vehicle Financing Solutions Arrangement of vehicle financing, leasing, and long-term rental (LOA/LLD) solutions for retail and business customers, brokered through partner finance companies such as CGI Finance.
• Vehicle Insurance Products Brokerage of motor and related insurance products arranged through partner insurers, offered alongside vehicle sales to provide bundled coverage at point of purchase.
• Genuine Parts and Accessories Retail sale of genuine Mercedes-Benz parts, accessories, and branded merchandise to vehicle owners and enthusiasts, supporting both scheduled maintenance and personalization.
• Trade-In and Vehicle Buyback Service Valuation and buyback of customers' existing vehicles, applied as a credit toward the purchase of a new or used Mercedes-Benz from the dealer network.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Sodebo (Thomas Coville / Sodebo Ultim 3)coreStrategic or Co-development Partner · 13 January 2026SAGA Mercedes-Benz sponsors the Sodebo Ultim 3 sailing team led by Thomas Coville in their attempt to set a new Trophée Jules-Verne record. The partnership connects SAGA to elite French sailing and marine sports, demonstrating brand support for innovation and record-breaking endeavors.
• OPTEVEN AssurancesminorChannel Partner/ Reseller/ DistributorInsurance partner providing mechanical warranty, assistance, and vehicle replacement services through CGL. Covers extended warranties (GLD/Élitisse), assistance services, and mobility solutions.
• SOGESSUR / SOGECAPminorChannel Partner/ Reseller/ DistributorInsurance partners providing person protection (ADP), Guaranteed Asset Value (GVA), and vehicle protection products underwritten through CGL for vehicle financing packages.
• EUROP ASSISTANCEminorChannel Partner/ Reseller/ DistributorProvides assistance services including mobility coverage and driver protection permits through CGL partnerships.
• OVHminorOthersWeb hosting provider for rcm-saga.fr website, located in Roubaix, France.
• Génération InternetminorOthersDigital agency that designed and developed the SAGA Mercedes-Benz website.
• Event Partners (Arhumatic, Alain Milliat, TODAY EVENT, L'Instant Gourmand, Polyandres)minorGTM or Marketing PartnerLocal partners for SAGA Lille customer events including rum tasting evening, providing entertainment, beverages, and catering for client engagement events.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Emil Frey Group: One of Europe's largest automotive dealer groups, operating hundreds of franchise locations across multiple brands and countries. Comparable to SAGA as a multi-brand dealer network at significantly larger scale, with overlapping business model in new/used vehicle sales, after-sales service, and financing.
• Hedin Mobility Group: Large European automotive retail and distribution group with multi-brand dealerships, parts, and mobility services. Directly comparable to SAGA in business model (franchised dealerships, used cars, after-sales, fleet) and premium-brand positioning, but at continental scale across multiple geographies.

Emerging players

• Auto1 Group: European online used-car platform operating across multiple countries including France under brands like Autohero. Comparable to SAGA's used-vehicle business but via a digital-first model that competes for the same French used-car demand with greater price transparency and lower overhead.
• Spoticar: Stellantis-owned certified used-vehicle brand with pan-European dealer network. Comparable to SAGA's Mercedes-Benz Certified used vehicle program in offering warranty-backed CPO vehicles, but with broader brand reach across Stellantis franchises.

Direct peers

• Volkswagen Group Retail France: French dealer subsidiary of Volkswagen Group operating multi-brand dealerships across France. Directly comparable to SAGA in scale, physical network, and integrated sales/service/financing model, though focused on VW Group brands rather than premium Mercedes-Benz.
• Groupe Jean Rouyer Automobiles: French dealer group with multiple brand franchises including Mercedes-Benz locations. Directly comparable to SAGA in operating model (franchised dealerships, used vehicle sales, financing) and in serving similar French consumer and fleet customers.
• Groupe Bymycar: Major French automotive dealer group operating multiple franchises including Mercedes-Benz. Directly comparable to SAGA as a French multi-site dealer network selling new and used vehicles with after-sales and financing services, competing in overlapping regional French markets.
• Renault Retail Group: Direct dealer subsidiary of Renault operating company-owned dealerships across France for new/used vehicle sales and after-sales. Comparable to SAGA in the franchise dealership operating model, scale of physical network, and integrated service offering, though focused on mass-market rather than premium brands.

Others

• BCA Marketplace: European B2B vehicle remarketing and auction company. Adjacent comparable to SAGA's used-vehicle inventory and trade-in operations, providing the wholesale supply channel that feeds dealer used-car stock; not a direct competitor but ecosystem participant.
• CGI Finance (Compagnie Générale de Location d'Équipements): French vehicle financing partner of SAGA and Société Générale subsidiary providing LOA/LLD/credit at SAGA dealerships. Adjacent rather than competitive — closely intertwined with SAGA's financing revenue stream and a key enabler of vehicle sales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/saga-mercedes-benz

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 Saga Mercedes-benz