Samelet
Samelet is a privately held Israeli automotive importer and dealership group representing international passenger-car, luxury-car, commercial-vehicle, and truck brands.
Last updated August 26, 2026
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Overview
Samelet is an Israeli vehicle-importing and dealership company whose name derives from a Hebrew abbreviation referring to a Mediterranean car agency. Founded in 1946 by businessman Avraham Goldstein-Goren, the company initially received exclusive rights to import vehicles of the Italian Fiat Group into Mandatory Palestine and the wider Middle East. Following the creation of Israel, Samelet retained important Fiat concessions in the country, although foreign-currency shortages initially constrained vehicle imports. The company expanded substantially after Israel lifted restrictions on vehicle imports in 1960. It opened a major showroom and garage in central Tel Aviv, begun in 1964 and inaugurated in 1965, followed by a Jerusalem showroom and garage in 1971. In 1989, industrialist Michael Levy acquired Samelet. The company subsequently broadened its portfolio beyond Fiat: it became the Israeli representative of Alfa Romeo in 1991 and later added commercial vehicles, Japanese passenger cars, American brands, and luxury marques. Samelet’s expansion in the 2010s was driven in part by acquisitions and transfers of import activities. In 2012, it acquired Auto-Italia Romania and the Israeli activity associated with Iveco trucks and buses. In 2013, it acquired Japanauto, thereby becoming Subaru’s official representative in Israel. It purchased an initial 25 percent interest in Auto-Italia, the Israeli importer of Ferrari and Maserati, in 2014, and obtained the remaining 75 percent in 2019. Samelet also acquired the Israeli activities of Jeep, Chrysler, Ram, and Dodge in 2016, following the global combination of Fiat Chrysler-related operations. The company has represented a broad collection of brands associated with Fiat Chrysler Automobiles, including Abarth, Alfa Romeo, Fiat, Ram Trucks, Maserati, Chrysler, Jeep, Lancia, and Dodge, as well as Ferrari, Subaru, and Iveco. Some brands have been represented historically or through changing franchise arrangements, while the active marketed portfolio has changed over time. The 2021 creation of Stellantis through the merger of FCA and PSA altered the corporate context for several of Samelet’s franchises, but did not eliminate Samelet’s role as an Israeli importer and distributor. Samelet operates a nationwide branch and service network and employs approximately 350 people according to the cited reference material. The business is best understood as an automotive distribution platform rather than as a manufacturer: its value proposition rests on securing import franchises, supplying vehicles and parts, operating retail and service infrastructure, and representing a mix of mass-market, commercial, performance, and luxury brands in Israel. Its headquarters location, current full brand portfolio, official website, and detailed financial results are not established in the supplied material.
History
Samelet was established in 1946 by Avraham Goldstein-Goren after receiving exclusive rights to import Fiat Group vehicles into Mandatory Palestine and the Middle East. The company’s early business was therefore based on vehicle importing and franchise representation rather than manufacturing. After Israel was established, Samelet continued operating Fiat concessions in the new state. Imports were initially limited by foreign-currency scarcity, restricting the supply of imported vehicles. The operating environment changed in 1960, when Israel removed the restrictions on vehicle imports referenced in the company’s historical account. Samelet then expanded rapidly. It began construction of a central Tel Aviv showroom and garage in 1964; the facility opened in 1965. A second major showroom and garage followed in central Jerusalem in 1971. These facilities helped establish the company as a nationwide retail and after-sales organization rather than a single-brand importer. In 1989, industrialist Michael Levy acquired Samelet. Two years later, in 1991, the company became the official representative of Alfa Romeo in Israel, broadening its Italian-brand portfolio. During the following decades, Samelet continued to add import franchises and related operations across different segments of the automotive market. A significant expansion phase began in 2012, when Samelet acquired Auto-Italia Romania and the activity associated with Iveco trucks and buses. This gave the company a presence in heavy commercial vehicles and buses in addition to passenger cars. In 2013, it acquired Japanauto, becoming Subaru’s official Israeli representative. Subaru added a substantial Japanese passenger-car franchise to Samelet’s predominantly European and American brand base. Samelet entered the Ferrari and Maserati importing structure through Auto-Italia in 2014, purchasing 25 percent of the company from Kardan Car of the Kardan Israel Group for 5 million new Israeli shekels, according to the supplied reference. After Universal Motors Israel acquired Kardan Car, the remaining 75 percent of Auto-Italia was transferred to Samelet in August 2019. The transaction gave Samelet full ownership of the operation associated with Ferrari and Maserati in Israel. In 2016, Samelet acquired the Israeli activities of Jeep, Chrysler, Ram, and Dodge from the company identified in the reference as Traffic Device. The transaction followed the global merger of Fiat Group and Chrysler and the creation of FCA Automotive Group. Samelet’s reported portfolio consequently covered a wide range of FCA-related brands, including Abarth, Alfa Romeo, Fiat, Ram Trucks, Maserati, Chrysler, Jeep, Lancia, and Dodge, alongside Ferrari, Subaru, and Iveco. The global automotive structure changed again when FCA and PSA announced a merger in October 2019. The transaction was completed in January 2021, creating Stellantis and combining the activities of the two groups. For Samelet, the event changed the corporate ownership context behind a number of its imported franchises, while the company continued to operate as an Israeli importer and distributor. By the 2020s, Samelet was described as representing a large share of vehicle brands marketed in Israel, with a nationwide branch network and approximately 350 employees. The supplied material states that, as of 2023, the company represented 15 brands, of which 12 were actively marketed, after the addition of several Chinese brands; it also states that seven of those brands were owned by FCA’s successor organization. Samelet’s chief executive was Shai Feldman from 2019 through 2025, followed by Gili Priente as of 2026. The available material does not establish the company’s current complete brand list, headquarters address, revenue, or official website.
- 2021
Stellantis is formed
[1]The FCA–PSA merger was completed and the combined automotive group began operating as Stellantis.
- 2019
Full Auto-Italia ownership is transferred
[1]Samelet received the remaining 75 percent of Auto-Italia, completing the ownership transfer described in the reference.
- 2016
FCA-related Israeli activities are acquired
[1]Samelet acquired Israeli activities for Jeep, Chrysler, Ram, and Dodge.
- 2014
Minority stake in Auto-Italia is purchased
[1]Samelet bought 25 percent of Auto-Italia, the Ferrari and Maserati importer in Israel.
- 2013
Japanauto is acquired
[1]The acquisition of Japanauto made Samelet Subaru’s official Israeli representative.
- 2012
Iveco activity is acquired
[1]Samelet acquired Auto-Italia Romania and the Iveco truck and bus activity described in the reference.
- 1991
Alfa Romeo representation begins
[1]Samelet became Alfa Romeo’s official representative in Israel.
- 1989
Acquisition by Michael Levy
[1]Industrialist Michael Levy acquired Samelet.
- 1971
Jerusalem facility opens
[1]The company opened a showroom and garage in central Jerusalem.
- 1965
Tel Aviv showroom and garage open
[1]Samelet inaugurated its central Tel Aviv showroom and garage after beginning construction in 1964.
Products and positioning
A nationwide Israeli importer, distributor, dealer, and service operator for international automotive brands, spanning mainstream passenger cars, Japanese vehicles, American and Italian marques, luxury sports cars, trucks, buses, and other commercial vehicles.
Passenger automobiles · 1946
Fiat
Fiat was Samelet’s foundational import franchise. The company received Fiat Group import exclusivity in 1946 and continued representing Fiat in Israel after the country was established. Fiat vehicles formed the core around which Samelet later built a wider multi-brand distribution and service network.
Passenger automobiles · 2013
Subaru
Samelet became Subaru’s official Israeli representative through its 2013 acquisition of Japanauto. The franchise expanded Samelet’s portfolio into Japanese passenger vehicles and complemented its European, American, luxury, and commercial-vehicle activities.
Luxury and performance automobiles · 2014
Ferrari and Maserati
Samelet entered the Israeli Ferrari and Maserati import business through Auto-Italia. It acquired 25 percent of Auto-Italia in 2014 and received the remaining 75 percent in 2019. These marques extended Samelet’s activities into high-end Italian luxury and performance vehicles.
Trucks, buses, and commercial vehicles · 2012
Iveco
Samelet acquired the Iveco truck and bus activity described in the reference in 2012. Iveco added heavy commercial vehicles, buses, minibuses, and related service activities to a business historically centered on passenger-car importation.
Passenger automobiles, SUVs, and commercial vehicles · 2016
Jeep, Chrysler, Ram, and Dodge
Samelet acquired the Israeli activities of Jeep, Chrysler, Ram, and Dodge in 2016. The brands brought American SUVs, passenger vehicles, pickup trucks, and related commercial products into Samelet’s distribution portfolio following the global combination of Fiat and Chrysler operations.
Brand decisions
2021
Adaptation to the creation of StellantisStrategyBackground
The FCA and PSA merger combined the global owners of numerous brands represented historically by Samelet.
Action taken
Samelet continued operating within the changed Stellantis-related franchise environment.
Aftermath
The merger consolidated the corporate backdrop for several Samelet brands, while the Israeli importer’s complete post-merger portfolio is not specified in the available material.
2019
Completion of Auto-Italia ownership transferM&ABackground
After Universal Motors Israel acquired Kardan Car, ownership of the remaining Auto-Italia stake changed.
Action taken
In August 2019, the remaining 75 percent of Auto-Italia was transferred to Samelet.
Aftermath
Samelet became the full owner of the Ferrari and Maserati importing operation described in the source material.
2016
Acquisition of FCA-related brand activitiesM&ABackground
The global Fiat–Chrysler combination changed the structure of related Israeli import operations.
Action taken
Samelet acquired the Israeli activities of Jeep, Chrysler, Ram, and Dodge.
Aftermath
The transaction increased Samelet’s representation of FCA-related brands in Israel.
2014
Purchase of a minority stake in Auto-ItaliaM&ABackground
Auto-Italia controlled the Israeli import activities for Ferrari and Maserati.
Action taken
Samelet purchased 25 percent of Auto-Italia from Kardan Car for 5 million new Israeli shekels.
Aftermath
The investment gave Samelet a direct position in the Israeli luxury and performance-car segment.
Purchase price. 5 million NIS for 25 percent (2014)
2013
Acquisition of JapanautoM&ABackground
Samelet pursued a stronger position in the Israeli passenger-car market through an established Japanese-brand importer.
Action taken
It acquired Japanauto and became Subaru’s official representative in Israel.
Aftermath
Subaru became part of Samelet’s multi-brand Israeli distribution portfolio.
2012
Acquisition of Iveco-related activityM&ABackground
Samelet sought to expand beyond passenger cars into trucks, buses, and other commercial vehicles.
Action taken
It acquired Auto-Italia Romania and the Iveco activity identified in the reference.
Aftermath
The transaction broadened Samelet’s Israeli automotive distribution activities into commercial transport.
Recent events
- 2026
Gili Priente becomes Samelet chief executive[1]
Leadership change
Gili Priente is identified as Samelet’s chief executive as of 2026, succeeding Shai Feldman, who served from 2019 to 2025.
- 2021
Stellantis is established[1]
M&A
The FCA–PSA merger was completed and the combined company began operating as Stellantis, bringing together brands in Samelet’s historical or reported portfolio.
- 2019
Samelet obtains full ownership of Auto-Italia[1]
M&A
Samelet received the remaining 75 percent of Auto-Italia, completing its ownership of the Ferrari and Maserati importing operation described in the reference material.
- 2019
FCA and PSA announce a merger[1]
M&A
The announced FCA–PSA merger created a major change in the global corporate environment surrounding several brands represented by Samelet in Israel.
- 2016
Samelet takes over Jeep, Chrysler, Ram, and Dodge activity[1]
M&A
Samelet acquired the Israeli activities of several FCA-related brands, including Jeep, Chrysler, Ram, and Dodge.
- 2014
Samelet buys an initial stake in Auto-Italia[1]
M&A
Samelet purchased 25 percent of Auto-Italia, the Israeli importer associated with Ferrari and Maserati.
- 2013
Samelet becomes Subaru’s Israeli representative[1]
M&A
Samelet acquired Japanauto and became the official Israeli representative of Subaru.
- 2012
Samelet acquires the Iveco activity in Israel[1]
M&A
Samelet acquired Auto-Italia Romania and the Israeli activity connected with Iveco trucks and buses, expanding into commercial vehicles.
Sources1 sources
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