Lonco Hue S.a.

What Lonco Hue S.a. does

Lonco-Hue S.A. is an authorized Mercedes-Benz dealer operating in Argentina since 1978, structured as a Sociedad Anónima under Mercedes-Benz Argentina S.A.U. The company sells the full Mercedes-Benz lineup across three divisions: passenger vehicles (Autos, including Clase A Sedán, Clase C Sedán, GLC, and GLC Coupé), commercial vans (Vans, including Sprinter and Vito variants), and trucks and buses (Camiones, including Actros, Atego, Accelo, Arocs, Axor, plus Unimog, Zetros, and the O 500 bus chassis family). It operates from a Casa Central in Valentín Alsina, two Autos showrooms in Palermo, a branch in Santa Rosa, and certified aftersales workshops, with integrated financial services through Mercedes-Benz Financiera and Aon-brokered insurance. Pricing is not publicly disclosed; customers receive personalized quotes through online forms, WhatsApp, or in-person sales advisors.

The company earns revenue through three streams: (1) one-time vehicle sales across passenger, commercial, and heavy-duty segments; (2) professional aftersales services including certified maintenance, genuine parts, REMAN remanufactured components, ServicePlus plans, and FleetBoard telematics; and (3) transaction-fee financial services originated through Mercedes-Benz Financiera. The technology stack is entirely upstream — Mercedes-Benz brand IP — encompassing MBUX voice/touch/gesture infotainment, BlueTec 5 emissions control, DISTRONIC adaptive cruise, PARKTRONIC active parking, and FleetBoard predictive fleet analytics. Lonco-Hue holds ISO 9001 quality certification and has no disclosed public API, mobile app, or proprietary software development.

Name

Lonco Hue S.a.

Legal name

Lonco Hue Soc. Anonima

Website

https://loncohue.com.ar

Company type

Private

Founded year

1978

Operating status

Operating

Short description

Lonco-Hue S.A. is an authorized Mercedes-Benz dealer in Argentina, established 1978, selling passenger vehicles, commercial vans, trucks, and buses across multiple Buenos Aires metropolitan locations with integrated financing and aftersales services.

Ownership category

akta.pro rank

Headquarters

HQ city

Mariano Moreno

HQ country

Argentina

HQ region

Latin America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales (Autos, Vans, Camiones): Sale of new Mercedes-Benz passenger vehicles, commercial vans (Sprinter, Vito), trucks (Actros, Atego, Accelo, Arocs, Axor), and buses through authorized dealership showrooms. Revenue generated from direct vehicle transactions with individual consumers and business customers.
2. Aftersales Service and Parts: Technical maintenance and repair services using certified technicians, along with sale of genuine Mercedes-Benz replacement parts, remanufactured components (REMAN), and accessories. ServicePlus maintenance plans and Total Service offerings provide ongoing revenue.
3. Financial Services: Facilitation of vehicle financing through Mercedes-Benz Financiera including fixed-rate peso loans, leasing options with purchase/renewal options, fleet financing solutions, and insurance products offered in partnership with Aon Risk Services Argentina.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Lonco-Hue S.A. is an authorized Mercedes-Benz dealership in Argentina, founded in 1978, that sells new passenger vehicles, commercial vans, trucks, buses, and specialty off-road vehicles through multiple physical showrooms in the Buenos Aires metropolitan area. The company also provides integrated aftersales services (maintenance, genuine parts, REMAN remanufactured components, FleetBoard fleet management, and 24-hour roadside assistance) and facilitates vehicle financing and insurance through partnerships with Mercedes-Benz Financiera and Aon Risk Services Argentina.

Product overview

Lonco-Hue S.A. is an official Mercedes-Benz dealership established in 1978, operating as a multi-brand automotive platform organized across three main divisions: passenger vehicles (Autos), commercial vans (Vans), and trucks and buses (Camiones). The passenger vehicle portfolio includes sedans (Clase A Sedán, Clase C Sedán) and SUVs (GLC, GLC Coupé). The commercial van lineup features Sprinter models (Furgón, Mixto, Combi, Chasis) and Vito models (Tourer, Mixto). The truck and bus division encompasses heavy trucks (Actros, Atego, Accelo, Arocs, Axor), specialty off-road vehicles (Unimog, Zetros), and comprehensive bus categories (Minibuses, Urban, Interurban, Long-distance). Supporting services include Mercedes-Benz Financiera for financing/leasing, post-sale service with genuine parts and REMAN components, FleetBoard fleet management, ServicePlus maintenance plans, and 24-hour assistance. All products are backed by Mercedes-Benz Argentina's brand standards and the company's 45+ years of regional experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Mercedes-Benz Clase A Sedán Compact premium sedan offering elegant sportiness and luxury-class comfort, serving as the entry point to the Mercedes-Benz premium sedan range for individual consumers and small businesses.

Quantifiable outcome

• 45+ years of continuous operation as official dealer
• +1 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Mercedes-Benz Argentina S.A.U.coreStrategic or Co-development PartnerOfficial Mercedes-Benz dealer representing the full vehicle lineup including passenger cars (Autos), commercial vans (Vans), trucks and buses (Camiones). This is the principal brand partnership providing Lonco-Hue with authorization to sell, service, and represent Mercedes-Benz vehicles in Argentina. The relationship includes access to technical training, genuine parts supply, brand marketing support, and connection to financial services through Mercedes-Benz Financiera.
• Mercedes-Benz FinancieracoreStrategic or Co-development PartnerFinancial services partner offering vehicle financing products including fixed-rate peso loans, leasing options with purchase/renewal choices, fleet financing solutions, and insurance products. Enables customers to access Mercedes-Benz vehicles through various financing structures with competitive terms including 100% financing, VAT deferral, and accelerated depreciation benefits.
• Aon Risk Services ArgentinaminorChannel Partner/ Reseller/ DistributorInsurance broker partnership providing vehicle insurance products to Mercedes-Benz customers. Aon, as a leading risk management and insurance brokerage firm, offers coverage options through first-tier insurance companies, complementing the vehicle financing services offered through Mercedes-Benz Financiera.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Inchcape plc: Global automotive distributor and retailer operating across multiple continents including Latin America, representing premium and volume brands. Comparable to Lonco-Hue as a distribution-led automotive retail business, though typically at a portfolio/region level rather than single-OEM authorized dealer.
• Sonic Automotive: US franchised dealer group with luxury and mass-market brand representation plus the EchoPark used-vehicle banner. Closely comparable to Lonco-Hue's mix of premium-brand franchised dealerships backed by a parallel used/specialty vehicle channel.
• AutoNation: Largest US automotive retailer with hundreds of franchised dealerships across multiple brands. Similar full-service authorized-dealer business model to Lonco-Hue — new and used vehicle sales, financing, parts and service — though at a much larger scale and broader geographic footprint.
• Penske Automotive Group: International automotive retailer with a heavy premium-brand focus (BMW, Audi, Mercedes-Benz, Porsche, Bentley, Lamborghini). Closely comparable to Lonco-Hue in product mix, premium positioning and integrated finance/service model, though operating at vastly larger global scale.
• Asbury Automotive Group: US automotive retailer operating franchised dealerships across luxury, import and domestic brands with extensive parts-and-service operations. Comparable to Lonco-Hue's full-line authorized dealer model with multi-location footprint and aftermarket revenue contribution.
• Lithia Motors: Aggressive US consolidator in automotive retail with hundreds of franchised stores across the US and UK. Operates the same authorized-dealer model as Lonco-Hue, including premium-brand franchises, with a parallel emphasis on integrated F&I and service revenue streams.
• Group 1 Automotive: US and UK automotive retailer operating new- and used-vehicle dealerships with significant luxury-brand representation. Comparable to Lonco-Hue as a multi-location authorized premium-brand dealer with parts-and-service operations and customer financing facilitation.

Regional players

• AutoCanada: Canadian automotive dealer group with multi-brand and multi-location authorized dealerships plus parts, service and collision operations. Comparable authorized-dealer business model to Lonco-Hue, but operating in a different geography (Canada vs. Argentina) without direct market overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LoncoHueMB
• LinkedInlinkedin.com/company/lonco-hue
• Instagraminstagram.com/loncohuemb

Compliance1 record

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 Lonco Hue S.a.