Mercedes-benz Hellas

What Mercedes-benz Hellas does

Mercedes-Benz Hellas (legal name: Star Automotive Ελλάς Μονοπρόσωπη Α.Ε.) is the exclusive general distributor of the Mercedes-Benz portfolio in Greece, operating across passenger vehicles (Mercedes-Benz, Mercedes-AMG, Mercedes-Maybach, G-Class, smart, and the EQ electric sub-brand), commercial vans, and Daimler Truck brands (Mercedes-Benz, Unimog, Fuso trucks, and Mercedes-Benz/Setra buses). Founded in 1981 as a wholly-owned subsidiary of Mercedes-Benz Group AG, the company transitioned to membership in the Swiss Emil Frey Group AG on February 1, 2023, and now operates under the Star Automotive Hellas trade name with headquarters in Nea Kifissia (Athens). Distribution runs through 26+ authorized dealer and service locations across Greece, supported by a Parts Distribution Center in Aspropyrgos, bus/truck service centers in Koropi and Thessaloniki, and ISO 9001/14001/45001 certifications.

The company's product surface spans the full vehicle portfolio (with Greek starting prices from approximately €34,900 for the A-Class to €413,000 for the Mercedes-Maybach SL 680 Monogram Series), augmented by connected services including MBUX infotainment with the Zero Layer intelligent homescreen, Mercedes me ID, Digital Extras (Remote, Navigation, Charging, Guard 360°, Entertainment), the Mercedes-Benz Services App, ServiceCare prepaid maintenance, and Mercedes-Benz Charging Solutions. Revenue is generated through one-time vehicle sales (new and certified pre-owned), after-sales service, parts and accessories, and recurring streams via StarLeasing (operational leasing powered by Arval) and StarRent vehicle rental. Customer segments are split between private individual buyers and corporate fleet customers, with a smaller dedicated diplomatic sales channel. Technology and brand assets are sourced from Mercedes-Benz AG and Daimler Truck AG under the distributorship relationship, while the local IT/web platform is operated by G Forces Web Management Limited (ATG) on EU-based Amazon infrastructure.

Name

Mercedes-benz Hellas

Legal name

Star Automotive Ελλάς Μονοπρόσωπη Α.Ε.

Website

https://mercedes-benz.gr

Company type

Private

Founded year

1981

Operating status

Operating

Short description

Mercedes-Benz Hellas is the exclusive general distributor of Mercedes-Benz, Mercedes-AMG, Mercedes-Maybach, smart, EQ, and Daimler Truck brands in Greece, operating a 26+ authorized dealer and service network across the country and serving both private consumers and corporate fleet customers through vehicle sales, after-sales service, StarLeasing (Arval-powered), and StarRent rentals.

Ownership category

akta.pro rank

Headquarters

HQ city

Nea Kifissia (Νέα Κηφισιά)

HQ country

Greece

HQ region

Europe

Offices11 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Vehicle Sales: Sales of new Mercedes-Benz, Mercedes-AMG, Mercedes-Maybach, and smart passenger vehicles through authorized dealer network.
2. Certified Pre-Owned Vehicles: Sales of certified pre-owned Mercedes-Benz vehicles through dedicated center and authorized network.
3. After-Sales Services: Maintenance, repairs, genuine parts, accessories, and service packages through dealer network and service centers.
4. StarLeasing: Full-service leasing program powered by Arval, providing operational leasing for vehicles with bundled services.
5. Parts Distribution: Distribution of genuine Mercedes-Benz parts and accessories through Parts Distribution Center.
6. StarRent Vehicle Rentals: Car rental services through StarRent brand.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Mercedes-Benz Hellas distributes new Mercedes-Benz, Mercedes-AMG, Mercedes-Maybach, smart, and EQ electric passenger vehicles, plus Mercedes-Benz trucks (Unimog, Fuso) and Mercedes-Benz/Setra buses, across Greece through an authorized dealer network of 26+ locations. The company also sells certified pre-owned vehicles, genuine parts and accessories, and offers StarLeasing full-service leasing (powered by Arval), StarRent rentals, ServiceCare prepaid maintenance, MBUX/Mercedes me connected services, charging solutions, and 24/7 roadside assistance.

Product overview

Mercedes-Benz Hellas (operated by Star Automotive Hellas S.A., a member of the Emil Frey Group since February 2023) distributes a comprehensive vehicle portfolio across passenger cars, commercial vehicles, and urban mobility. The core passenger vehicle lineup spans from compact (A-Class, CLA, GLB, GLA) through mid-size (C-Class, E-Class, GLC, CLE) to full-size luxury (S-Class, GLS, EQS) segments, offered in body styles including hatchback, sedan, estate, coupé, cabriolet, SUV, and MPV. The portfolio is organized into four sub-brands: Mercedes-Benz (core brand), Mercedes-AMG (performance), Mercedes-Maybach (ultra-luxury), and the G-Class (iconic off-road). The EQ sub-brand covers all-electric vehicles (EQA, EQE, EQS, G-Class Electric). Commercial operations include Mercedes-Benz vans (V-Class, Marco Polo), trucks (Mercedes-Benz, Unimog, Fuso), and buses (Mercedes-Benz, Setra), plus smart urban vehicles. Supporting services include StarLeasing (full-service leasing powered by Arval), Digital Extras (connected services including Remote, Navigation, Charging, Guard 360°, and Entertainment via Mercedes me), the Mercedes-Benz Services App, MBUX voice assistant with Zero Layer AI, ServiceCare maintenance packages, certified pre-owned vehicles, charging solutions, roadside assistance, and the Mercedes-Benz Collection branded merchandise. The company also operates an authorized dealer network across Greece and provides vehicle configuration tools.

Differentiator

Problem solved

Functional benefit

Brands

• Mercedes-Benz: Premium automobile brand for passenger vehicles
• Mercedes-AMG
• Mercedes-Maybach
• smart
• StarLeasing
• StarRent
• Mercedes-Benz Certified

Products and services

• Mercedes-Benz Passenger Vehicles (A-Class to S-Class)

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability8 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Emil Frey Group AGcoreStrategic or Co-development Partner · 1 February 2023Mercedes-Benz Hellas (Star Automotive Ελλάς) became a member of Swiss Emil Frey Group from February 1, 2023, transitioning from 100% ownership by Mercedes-Benz Group AG (1981-2023). Emil Frey Group is a leading automotive distributor and retailer in Europe operating 680+ locations with 23,000+ employees.
• ArvalcoreStrategic or Co-development PartnerArval powers the StarLeasing full-service operational leasing program, providing bundled vehicle leasing with maintenance, insurance, and road tax services for corporate fleet customers.
• Mercedes-Benz AGcoreTechnology or IntegrationMercedes-Benz AG is the brand owner providing vehicles, technology (MBUX, EQ platforms), genuine parts, technical support, and training for Mercedes-Benz passenger vehicles in Greece.
• Daimler Truck AGcoreTechnology or IntegrationDaimler Truck AG provides trucks (Mercedes-Benz, Unimog, Fuso) and buses (Mercedes-Benz, Setra) through Star Automotive Hellas as General Distributor in Greece.
• Facebook Ireland LimitedminorGTM or Marketing PartnerFacebook provides social media marketing platform and page insights for customer engagement.
• Google Ireland Limited (YouTube)minorGTM or Marketing PartnerYouTube/Google provides video content platform and analytics for brand marketing.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Stellantis Hellas: Stellantis Hellas distributes multiple brands (Fiat, Jeep, Alfa Romeo, Peugeot, Citroën, Opel) in Greece through an authorized dealer network. Direct peer because it operates a multi-brand national automotive distribution business with parallel service, parts, fleet, and electrification functions in the same Greek market as Mercedes-Benz Hellas.
• Audi Hellas: Audi Hellas distributes Audi and related Volkswagen Group premium brands in Greece through a comparable authorized dealer network. Direct peer because it operates in the same premium German segment, offers a parallel EV roadmap (e-tron), runs corporate fleet programs, and serves the same Greek consumer and corporate buyer segments with similar service and parts operations.
• Volvo Car Hellas: Volvo Car Hellas distributes Volvo passenger vehicles in Greece with a comparable premium positioning, strong electrification strategy (Recharge PHEV/BEV), corporate fleet offerings, and authorized dealer network. Direct peer because it competes for the same premium Greek buyer with a similar EV-led portfolio transition.
• Hyundai Hellas: Hyundai Hellas distributes Hyundai passenger and commercial vehicles in Greece through an authorized dealer network with comparable service, parts, and EV (Ioniq) operations. Direct peer as a national distributor competing across overlapping mass-market and premium-adjacent segments in Greece, with parallel fleet and electrification strategies.
• Toyota Hellas: Toyota Hellas distributes Toyota and Lexus vehicles in Greece through an authorized dealer network with full after-sales, parts, and hybrid technology focus. Direct peer at scale: comparable business model (multi-brand distribution, dealer network, fleet solutions, certified used) but operating at larger volume with broader mass-market reach alongside the Lexus premium sub-brand.
• BMW Group Hellas: BMW Group Hellas is the authorized Greek distributor for BMW, MINI, and BMW Motorrad with an analogous premium dealer network and full after-sales infrastructure. Directly comparable as the closest premium German competitor with similar business model: passenger vehicle distribution, corporate fleet solutions, certified pre-owned, parts distribution, and electrification rollout across Greece.
• Porsche Hellas: Porsche Hellas is the authorized Greek distributor for Porsche sports cars, SUVs (Cayenne, Macan), and the Taycan EV lineup. Direct peer at the luxury/ultra-premium end of the same market where Mercedes-Maybach and Mercedes-AMG compete, with comparable small-dealer-network economics, premium service intensity, and high average transaction values in Greece.

Others

• Mercedes-Benz AG: Mercedes-Benz AG is the German OEM that supplies vehicles, MBUX technology, EQ platforms, genuine parts, technical training, and brand standards to Mercedes-Benz Hellas. Adjacent comparability: as the upstream supplier, Mercedes-Benz AG's product strategy, allocation, and EV roadmap directly determine Mercedes-Benz Hellas' revenue trajectory and competitive positioning in Greece.
• Arval: Arval is a BNP Paribas-owned full-service vehicle leasing specialist that powers Mercedes-Benz Hellas' StarLeasing program. Comparable as the leasing services partner embedded in the company's corporate fleet revenue stream, and as a leading European fleet management player providing strategic context on Greek fleet leasing economics.

Broad incumbents

• Emil Frey Group AG: Emil Frey Group AG is the Swiss parent conglomerate that acquired Mercedes-Benz Hellas in February 2023 and operates 680+ automotive distribution and retail locations across Europe with 23,000+ employees. Broad incumbent because it owns Mercedes-Benz Hellas and many similar national premium-brand distributors across Europe, providing group-level procurement, capital, and operational benchmarks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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

Compliance3 records

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 Mercedes-benz Hellas