Movento, the private mobility division of Moventia and one of the leading automotive groups in Spain, has reached an agreement for the purchase of Auto Beltrán (currently trading as LG Barcelona) from the French LG Groupe. The deal will allow Movento to increase its presence in the upper Barcelona area with the Mercedes-Benz and AMG brands, expanding its network into one of the areas of greatest strategic value in the city.
Auto Beltrán will be brought into the fold via Movento Stern, the official Mercedes-Benz dealership and garage division of Movento. More specifically, the group will take over the three Auto Beltrán premises located at Paseo de la Bonanova 13-25 and Paseo de Sant Gervasi 39 in Barcelona, and at Calle Raurell 13-19 in Castelldefels. These new premises join the Mercedes-Benz dealerships already operated by Movento via Movento Stern in Sabadell, Terrassa, Manresa, Igualada and Vic, thereby boosting its presence in the province of Barcelona.
It is worth noting that the Bonanova premises include an AMG Performance Centre, an exclusive Mercedes-Benz space specialising in the sale, configuration and maintenance of high-performance AMG vehicles. It is one of only three of its kind in Spain; two in Barcelona and one in Madrid.
Auto Beltrán is a company with over 35 years of history in the sector. It was set up by Braulio Beltrán and subsequently developed by the second generation of this family, Xavier Beltrán. Selling around 1,200 vehicles per year (new and used), the company employs a workforce of nearly 80 professionals. In recent years, the company has operated under the name of LG Barcelona after it joined the French LG Groupe, maintaining its position as a benchmark Mercedes-Benz distributor in the upper Barcelona area.
This deal enables Movento to grow alongside Mercedes Benz, one of its historic brands, increasing its market share in Catalonia, where it currently does around 70% of its business, and advancing its growth strategy by consolidating its network and expanding its presence with strategic brands and locations.
Miquel Martí Pierre, CEO of Movento:
“Through this deal, we are boosting our presence in the upper Barcelona area and consolidating our commitment to the Mercedes-Benz brand in a strategic location. We are adding a sound project with a long history and strong local roots, which perfectly suits our growth model. We would like to send out a clear message of continuity, strength and confidence: Auto Beltrán will continue to operate as it has in the past but will now be backed by the strength of Movento and the entire Moventia group.”
Joaquim Badia, Manager of Movento Stern and Auto Beltrán:
“This new era must continue all the excellent work done by this benchmark company, Auto Beltrán, in the past: close customer relations, knowledge of the business and a team with professional skills. We are committed to preserving that unique seal of quality and enhancing it with the backing, experience and capabilities of Movento Stern”.
This acquisition forms part of the growth strategy that Movento has been implementing in recent years to boost its regional presence and brand portfolio. Under this strategy, the group has combined inorganic growth through such deals as this acquisition of Auto Beltrán, its entry into the Balearic Islands alongside Roxa Group and the incorporation of Gil Group in Madrid with organic growth through the development of brands it already works with and the addition of new brands in the Spanish market, such as Seat and Cupra, EBRO, MG, Mazda and Xpeng.