Benigar is moving to unify its BMW and Mini dealerships across Alicante and the southern Valencia region under a single, cohesive brand. Eleven locations that previously operated as Fersán, Hispamóvil and Móvil Begar will now carry the Benigar name, signaling a clear, unified presence for customers seeking BMW, Mini and BMW Motorrad products and services in this area.
The consolidation brings together the premium mobility offerings under one banner, merging the operations of Fersán, Hispamóvil and Móvil Begar. From today onward, customers will interact with a single Benigar experience across showrooms, digital spaces, and communications for BMW, Mini and BMW Motorrad.
Experts anticipate that the move will streamline management and improve operational efficiency throughout the group. The dealership network in Alicante, Alzira, Cocentaina, Elche, El Verger, Finestrat, Gandía, Petrer, San Carlos – Redován, San Juan de Alicante and Torrevieja closed 2023 with total revenue exceeding 200 million euros, reflecting growth compared with 2022. This performance places the Alicante-based company among the strongest players not only in the Alicante and Valencia business community but also within the top five BMW Group dealership groups in Spain. [Citation: Benigar corporate communications]
With the brand consolidation, the group now employs 350 people under a single name, enhancing internal alignment and delivering a clear market value proposition to customers. The transition will be visible to current and prospective owners and information seekers at every customer touchpoint, including showrooms, communications, digital channels and social networks. [Citation: Benigar corporate communications]
Response
A new corporate website has been introduced to accompany the brand rollout, giving visitors access to a broad range of services. Shoppers can explore new and used vehicles, stock, and motorcycles, as well as certified pre-owned options. The site also presents purchase-related services such as financing and maintenance, and enables users to schedule workshop appointments, download apps, and find information about BMW, Mini and BMW Motorrad. [Citation: Benigar corporate communications]
The executive team emphasizes that the Benigar brand will enable faster, more consistent responses to vehicle owners and riders, while also addressing growing demand for flexible mobility options such as subscriptions. The leadership highlights tailored services, financing and maintenance solutions that align with the standards of the brands under the Benigar umbrella. [Citation: Benigar corporate communications]
Leadership notes that electrification and sustainability have progressed from trend to reality. Benigar and its brands are already delivering on this commitment, with forthcoming projects and partnerships expected to broaden the range of premium and sustainable mobility solutions for individuals and businesses alike. These initiatives are designed to support a greener future while maintaining the high level of service customers expect from BMW, Mini and BMW Motorrad under the Benigar banner. [Citation: Benigar corporate communications]