Point S enters Latin American market with partnership in Brazil
Orletti (Orletti Group President), Mr Fabien Bouquet (Point S International CEO), Mr Bruno Tude
de Melo (ADTSA Vice President), Mr Adrian Smiechowksi (Point S International Business
Development Director), Mr Arison Souza (responsible for the operation of Point S in Latin
America)
Signature Ceremony
- Point S has entered the Brazilian market after signing a Master Franchise Agreement with ATO, whose shareholder companies are ADTSA and Orletti Group
- ATO has committed R$175 million to launching over 200 Point S locations in Brazil, starting with flagship locations in São Paulo, Recife and Vitória
- With Brazil added to its list of territories, the Point S network now operates across five continents and 49 global markets
Point S, the world’s largest multi-brand automotive services and tire sales franchise, has expanded its global network into the Brazilian market through a Master Franchise Agreement (MFA) with local specialist, ATO.
The agreement represents a significant milestone for Point S, with South America becoming the fifth continent in which the network has a presence.
ATO’s two shareholder companies, ADTSA and Orletti Group, will be responsible for overseeing Point S’s operations in Brazil, with R$175 million (€35 million) already committed to the project. Under the MFA, ATO’s goal is to build a network of over 200 Point S locations in Brazil within the next five years, starting with three flagship locations in São Paulo, Recife and Vitória before the end of 2022.
Both ADTSA and Orletti Group have a strong automotive heritage, boasting over 140 years of combined experience. ADTSA operates in a number of automotive segments, including passenger and cargo transportation, tire stores, and car dealer networks, with a presence in 12 states in Brazil.
Orletti group also has an extensive automotive operation, owning businesses across the sector, including car dealers and distributors of buses, trucks and fuel.
Commenting on the landmark deal, Point S International CEO, Fabien Bouquet, said: “Point S has been exploring Latin America markets for over two years now, and our main objective was to enter the Brazilian market, which is one of the largest in the world.
“We are convinced that the combination of our global expertise in tires and automotive maintenance, our international trademark platform, and the local experience of ATO shareholders will be an advantage to Brazilian auto centers and consumers. We are excited to build a strong Point S network in Brazil with ATO and to extend our presence in Latin America by forging more partnerships with outstanding local businesses.”
ADTSA Vice President, Bruno Tude de Melo, added: “Automotive organisations have always worked with global players, as is the case with car manufacturers, auto parts stores, and insurance companies, for example. Working in this segment, we are well aware that there is a huge gap in the market, and we will
concentrate our efforts to grow Point S in Brazil. Our ambition is to open over 200 points of sale by 2027 in Brazil alone.”
Wagner Orletti, President of Orletti group, said: “What sets us apart is our ability to offer a global standard of service quality. This, combined with Point S’ experience of overseeing 5,800 points of sale across four continents, will take our offering to the next level. Brazilian consumers will benefit from a competitive multi-brand offering in tires and auto parts, which will be supported by Point S’ global purchasing programme.”
About Point S
Founded in 1971, Point S is a world leader in tyres and vehicle maintenance. Thanks to the strength of its brand, Point S offers a brand platform with 50 years of history and a retail concept that has been implemented on five continents. With more than 5,800 Points of Sale, the company is present in 49 countries around the world and employs more than 23,000 people. The Group sells over 18 million tires a year and has consolidated retail sales of over €3.5 billion.
About ADTSA
Founded in Recife, 90 years ago, the ADTSA Group operates in several sectors: road passenger transport in all North Eastern states, in addition to Pará and Tocantins; urban passenger transport, charter transport, cargo transport and logistics and beef cattle. The group has a total of 30 dealerships (seven brands) of automobiles, trucks, buses and tractors, in addition to a tire distributor, truck centres and insurance. It is present in 12 States of the Federation.
About Orletti
The Orletti Group had its origins in 1966. It began its economic activities in the agricultural sector, and today operates in the distribution of cars, trucks and buses, and fuels. The company also has its own network of autoparts wholesalers, including a total of 21 dealerships (eight automakers), six Orletti-
branded stores for used vehicles, and two other tire stores. It also operates in the consortium and financial services sector.
Point S Press Contact for international:
Muriel Clarke, International Brand Manager, Point S Group Alianco
muriel.clarke@alianco.ch +33 634 210 273