Silver Star Auto

What Silver Star Auto does

Silver Star Auto Limited is a privately-held authorised automotive distributor incorporated in Ghana in 1996, headquartered in Accra with full-service branches in Tema and Kumasi. The company distributes passenger and commercial vehicles under exclusive authorised agreements with Mercedes-Benz (since 1996), Peugeot and Citroën (since 2019), BMW, Eicher, and IVECO, serving three customer segments across Ghana: individual retail consumers in the saloon, SUV, and crossover categories; commercial fleet and business buyers requiring trucks, vans, buses, and pickups; and government and institutional procurement accounts. Beyond vehicle distribution, Silver Star operates workshops offering express and routine maintenance, breakdown repairs, body and paint, towing, and technical assessments, supported by genuine spare parts with a one-year warranty and authorised Energizer, Motul, and Power Oil accessories.

The company generates revenue through four streams: one-time vehicle sales across passenger and commercial segments, professional-services workshop revenue backed by 1-3 year service contracts, spare parts hardware sales, and, since 2022, hardware sales through in-country vehicle assembly. The go-to-market is sales-led, with branded showrooms in Accra, Tema, and Kumasi serving as the primary conversion points, supplemented by online test-drive booking and quote-request forms on the corporate website. After-sales service revenue is recurring in nature due to multi-year service contracts and the captive nature of warranty servicing within the authorised distributor network. Since 2022, the company has also assembled the Peugeot 3008 SUV and Landtrek 4x4 pickup locally in Ghana in collaboration with Peugeot PSA (now Stellantis), adding a manufacturing dimension to its distribution-led business. Corporate technology beyond standard dealership management systems is not publicly disclosed, and there are no disclosed patents, proprietary software platforms, or API ecosystems.

Name

Silver Star Auto

Legal name

Silver Star Auto Limited

Website

https://silverstar.com.gh

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

Silver Star Auto Limited is a Ghana-based authorised automotive distributor (founded 1996) of Mercedes-Benz, Peugeot, Citroën, BMW, Eicher, and IVECO vehicles, serving retail consumers, commercial fleets, and government buyers across Accra, Tema, and Kumasi with sales, after-sales service, and local assembly.

Ownership category

akta.pro rank

Headquarters

HQ city

Accra

HQ country

Ghana

HQ region

Africa

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new vehicles across passenger (saloon, SUV) and commercial (trucks, buses, vans) segments under authorized brand distributorship agreements with Mercedes-Benz, Peugeot, Citroën, Eicher, and IVECO.
2. After-Sales Services: Workshop services including express maintenance, routine maintenance, breakdown repairs, body and paint, and technical assessments. Generates recurring revenue through service contracts (1–3 years) and ad-hoc repair visits.
3. Spare Parts Sales: Sale of genuine spare parts, batteries (Energizer), and engine oils (Motul Oil, Power Oil) with a one-year warranty on replaced parts excluding consumables.
4. Vehicle Assembly: Since 2022, Silver Star Auto in collaboration with Peugeot PSA has been assembling the Peugeot 3008 SUV and Landtrek 4x4 models in Ghana, representing an expansion into local manufacturing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Silver Star Auto is an authorized automotive distributor in Ghana that sells new passenger vehicles (Mercedes-Benz, Peugeot, Citroën, BMW) and commercial vehicles (Mercedes-Benz, Eicher, IVECO), supported by after-sales workshop services, genuine spare parts, multi-year service contracts, and local assembly of Peugeot models in partnership with Peugeot PSA/Stellantis.

Product overview

Silver Star Auto Limited is Ghana's leading automotive distributor offering a comprehensive portfolio of vehicle brands and after-sales services. The core product portfolio includes authorized distribution of Mercedes-Benz (passenger vehicles and SUVs including AMG GT and Maybach GLS), Peugeot (saloon cars, SUVs, and commercial vehicles including the 301, 508, 2008, 3008, 5008, and Landtrek), Citroën (SUVs), BMW, EICHER, and IVECO. Beyond vehicle distribution, the company provides comprehensive after-sales support including workshop services, genuine spare parts, warranty coverage, and extended service contracts. The company also distributes automotive accessories including Energizer batteries, Motul oils, and Power oils. Service centers are located in Accra, Tema, and Kumasi.

Differentiator

Problem solved

Functional benefit

Products and services

• Mercedes-Benz Vehicles Authorized distribution of Mercedes-Benz passenger vehicles (saloon, SUV, AMG, Maybach) and commercial vehicles (trucks, vans, buses) in Ghana. For individual consumers, corporate fleet buyers, and government customers.
• Peugeot Vehicles Exclusive distribution of Peugeot brand passenger (301, 508, 2008, 3008, 5008) and commercial (Landtrek) vehicles in Ghana, featuring PEUGEOT i-Cockpit technology. For individual consumers and fleet buyers.
• Citroën Vehicles Exclusive distribution of Citroën brand SUV range vehicles in Ghana, focused on comfort and modularity. For individual consumers and families.
• BMW Vehicles Authorized distribution of BMW passenger vehicles in Ghana. For individual luxury vehicle buyers.
• EICHER Vehicles Authorized distribution of Eicher commercial vehicles in Ghana. For fleet operators and logistics businesses.
• IVECO Vehicles Authorized distribution of IVECO commercial vehicles in Ghana. For fleet operators, logistics companies, and commercial buyers.
• After-Sales Service Comprehensive after-sales support including express maintenance, routine maintenance, breakdown repairs, towing services, body and paint repairs, and technical assessments for Mercedes-Benz, Peugeot, and Citroën vehicles. For vehicle owners across Ghana.
• Workshop Services State-of-the-art workshop equipped with modern equipment and quality control procedures for vehicle servicing and repairs. For individual vehicle owners and fleet operators.
• Spare Parts Genuine spare parts for Mercedes-Benz, Peugeot, and Citroën vehicles with one-year warranty (excluding servicing parts and consumables). For vehicle owners seeking authorised replacement parts.
• Warranty Services Warranty coverage including Mercedes-Benz (24 months passenger, up to 36 months/250,000km truck powertrain), Peugeot (3 years/100,000km), and Citroën (3 years/100,000km). For vehicle owners across the brand portfolio.
• Service Contracts Service contracts for Mercedes-Benz (1-2 years), Peugeot (1-3 years), and Citroën (1-3 years) vehicles covering routine and breakdown maintenance. For individual vehicle owners and fleet operators.
• Energizer Batteries Authorized distribution of Energizer batteries in Ghana, known for quality, reliability, and performance. For vehicle owners needing replacement batteries.
• Motul Oils Authorized distribution of Motul engine oils in Ghana, supplied as part of genuine spare parts and consumables range for vehicle servicing.
• Power Oils Authorized distribution of Power Oil products in Ghana as part of the authorised lubricants and oils range for vehicle maintenance.
• Peugeot 301 Executive saloon with full LED headlights, panoramic sunroof, 1.6L VTi 115hp petrol engine with 6-speed automatic EAT6 gearbox. For individual executive buyers.
• New Peugeot 508 Premium saloon with FOCAL Hi-Fi system, Mirror Screen function, PEUGEOT i-Cockpit with 12.3 head-up digital instrument panel and 10 HD touchscreen. For individual premium sedan buyers.
• NEW PEUGEOT 2008 Compact SUV with 7 HD capacitive color touch screen, 3D i-Cockpit, heated seats, massage function, keyless entry, driving modes (Sport/Normal/Eco). For individual urban SUV buyers.
• NEW PEUGEOT 3008 Mid-size SUV with latest-generation driving aids, 10-inch HD touchscreen, LED headlights, Advanced Grip Control, Adaptive Cruise Control. Assembled locally in Ghana from 2022. For individual SUV buyers and small families.
• NEW PEUGEOT 5008 7-seat SUV with 10-inch touchscreen infotainment, 12.3-inch digital instrument cluster, Night Vision camera, driving mode selector. For families and multi-passenger buyers.
• Peugeot Landtrek 4x4 pickup truck with 1.9L Diesel engine (150HP), 6-speed manual transmission, 75kg cabin load capacity, leather/fabric seats. Assembled locally in Ghana from 2022. For commercial buyers and utility vehicle users.
• Mercedes-AMG GT GT 4 Door Coupé combining racing performance with four-door practicality. For high-performance luxury vehicle buyers.
• Mercedes-Maybach GLS Flagship luxury SUV representing the highest form of Mercedes-Benz luxury. For ultra-premium SUV buyers.

Quantifiable outcome

• Branches in 3 cities (Accra, Tema, Kumasi) serving customers nationwide
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Peugeot PSA (Stellantis)coreStrategic or Co-development Partner · 1 January 2022In 2022, Silver Star Auto entered into a collaboration with Peugeot PSA (now part of Stellantis) to begin local assembly of the Peugeot 3008 SUV and Landtrek 4x4 pickup models in Ghana. This partnership represents a significant investment in local manufacturing capability.
• Mercedes-BenzcoreChannel Partner/ Reseller/ DistributorSilver Star Auto has been the authorised distributor of Mercedes-Benz vehicles in Ghana since 1996. The partnership covers passenger vehicles (saloon, SUV, AMG, Maybach), commercial vehicles (trucks, vans, buses), and after-sales service.
• PeugeotcoreChannel Partner/ Reseller/ DistributorSince 2019, Silver Star Auto has held the exclusive distributorship of Peugeot vehicles in Ghana, covering passenger (301, 508, 2008, 3008, 5008) and commercial (Landtrek) models. As of 2022, also assembles Peugeot 3008 and Landtrek locally.
• CitroëncoreChannel Partner/ Reseller/ DistributorSince 2019, Silver Star Auto has held the exclusive distributorship of Citroën vehicles in Ghana. Citroën SUV range is distributed through Silver Star Auto showrooms.
• SuzukiminorChannel Partner/ Reseller/ DistributorSilver Star Auto acquired the distributorship of Suzuki vehicles in Ghana in 2016. The partnership ended in 2019 when Silver Star Auto transitioned to Peugeot and Citroën brands.
• EicherminorChannel Partner/ Reseller/ DistributorSilver Star Auto is an authorised distributor of Eicher commercial vehicles in Ghana, covering the commercial vehicles segment alongside Mercedes-Benz and IVECO.
• IVECOminorChannel Partner/ Reseller/ DistributorSilver Star Auto is an authorised distributor of IVECO commercial vehicles in Ghana, complementing its commercial vehicle portfolio alongside Eicher and Mercedes-Benz commercial vehicles.
• EnergizerminorChannel Partner/ Reseller/ DistributorSilver Star Auto is an authorised distributor of Energizer batteries in Ghana. Energizer batteries are offered as part of the after-sales spare parts offering.
• Motul OilminorChannel Partner/ Reseller/ DistributorMotul engine oils are distributed by Silver Star Auto as part of its genuine spare parts and consumables offering for vehicle servicing.
• Power OilminorChannel Partner/ Reseller/ DistributorPower Oil products are distributed by Silver Star Auto as part of its authorised lubricants and oils range for vehicle maintenance.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• AutoCanada: AutoCanada is a Canadian multi-brand franchised dealer group with new vehicle sales, parts, service, and collision. Its diversified franchised model and aftersales revenue mix mirror Silver Star Auto's licensed-dealer approach at a North American scale.
• Group 1 Automotive: Group 1 Automotive is a large US-based franchised dealer group with new and used vehicle sales, parts, and service operations. While geographically far from Ghana, its multi-brand authorised retail and aftersales model is structurally analogous to Silver Star Auto's authorised dealership business.
• AutoNation: AutoNation is one of the largest US franchised automotive retailers with new vehicle sales, parts, and service across multiple brands. It is comparable to Silver Star Auto as a broad multi-brand authorised retail and aftersales operator, albeit at much larger scale and in a developed market.
• Inchcape plc: Inchcape is a London-listed global automotive distributor with deep presence in emerging markets including Africa and the Pacific. It is a relevant incumbent peer because it competes for OEM distribution mandates from the same principals (including premium European brands) that license Silver Star Auto.
• Asbury Automotive Group: Asbury is a US-based franchised automotive retailer operating multiple luxury and volume brands with significant service and parts operations. Its premium-mass dual-brand mix and high attach rates on parts/service are comparable to Silver Star Auto's mix of Mercedes-Benz with Peugeot, Citroën, and commercial brands.

Regional players

• Pendragon plc: Pendragon is a UK-based franchised automotive retailer representing premium and volume brands with aftersales operations. Its premium and volume brand mix and aftersales focus make it a useful structural analogue to Silver Star Auto's Mercedes-Benz plus Peugeot/Citroën portfolio, though operating in a very different geography.
• Toyota South Africa Motors (TSAM): Toyota South Africa Motors handles distribution, sales, and aftersales for Toyota and Lexus vehicles in South Africa, including local manufacturing. It is a relevant regional analogue to Silver Star Auto in being a single-country authorised distributor combining OEM assembly, parts, and aftersales, though for a single principal.

Direct peers

• Motus Holdings: Motus Holdings is a leading South African multi-brand automotive group distributing vehicles, parts, and workshop services across the OEM value chain. Its segment mix (new vehicles, used cars, parts, aftersales) and franchise-distributor model closely resemble Silver Star Auto's operating approach on a broader African scale.
• Combined Motor Holdings (CMH): CMH is a long-standing South African automotive retail and distribution group with multi-brand franchised dealerships and aftermarket operations. It is comparable to Silver Star Auto in being a multi-brand authorised dealer with passenger and commercial vehicle exposure across the African region.
• CFAO Motors: CFAO Motors is a pan-African automotive and mobility distributor operating across more than 30 African countries, distributing global brands and running after-sales networks. It is the closest large-scale peer to Silver Star Auto's multi-brand authorised distribution model in West Africa, with a similar value chain of vehicle sales, parts, and service.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

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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 Silver Star Auto