Asaf Harlap Appointed Chairman of Auto Giant Colmobil
Following the passing of Shmuel Harlap, Colmobil's board of directors approved the appointment of his son, Asaf Harlap, as chairman of Israel's largest vehicle importer holding a 19.5% market share.
Following the passing of Shmuel Harlap, the long-standing chairman of Colmobil, the company's board of directors has officially approved the appointment of his son, Asaf Harlap, to the position. Colmobil is currently Israel's largest automotive importer by delivery volume, representing brands such as Hyundai, Mercedes-Benz, Mitsubishi, Ora, Omoda, and Jaecoo.
Shmuel Harlap had two children, with only Asaf actively involved in the family business. The board of directors that approved the appointment consists of Asaf Harlap himself, his uncle Yoav Harlap (brother of Shmuel), and Tamara Harlap.
Market Leadership and Corporate History
Colmobil remains the dominant force in the Israeli automotive market. According to the Israel Vehicle Importers Association data covering the first eight months of 2026, the company delivered 57,149 vehicles, capturing a 19.5% market share.
In comparison, Carasso Group ranks second with 47,431 deliveries (16.2% market share), followed by Union Motors, controlled by George Horesh, in third place with 44,018 deliveries and a 15% market share.
The history of Colmobil and the Harlap family's control began in 1906 with the establishment of Miller & Co. Engineering by Nahum Miller. The company originally repaired agricultural equipment. His son, Yosef Miller, expanded the business and began manufacturing a small urban delivery vehicle for milkmen named "Kol-Mobil" (all-mobile).
Yosef Miller's daughter, Tamara, married Amichai Harlap, who initiated vehicle imports to Israel in 1952 after securing the Scania truck franchise. Amichai Harlap was married twice: his first wife Tamara (née Miller) bore Nahum and Yoav Harlap, while his second wife Mathilda bore Shmuel and Dan Harlap. In 1962, Amichai purchased Miller's shares in Colmobil.
During the 1970s, following his father's death, Shmuel Harlap acquired the shares of his brothers Dan and Nahum. His stepmother Tamara (daughter of the founder Miller), who holds 14.2% of the company, and his half-brother Yoav, who holds 28.4%, retained their shares. Approximately two years ago, Yoav Harlap attempted to sell his 28.4% stake to institutional investors at a company valuation of approximately 8 billion NIS, though the move was not finalized.
Strategic Challenges Ahead
Asaf Harlap was not actively involved in Colmobil's daily operations until recent years, dividing his time between Israel and the United States. His entry into the family automotive business began about a decade ago when he initiated a digital-based car trading network, which closed in 2016.
He now faces a significant list of challenges. The multiplicity of brands imported by Colmobil has drawn scrutiny from the Competition Authority, leading the Ministry of Transportation to renew some of Colmobil's vehicle franchises for the current year only.
Furthermore, Colmobil historically built its core business on brands like Hyundai and Mitsubishi. Today, Mitsubishi is represented by only one model in Israel, with declining market relevance. While Colmobil's recent volume growth is driven by Chinese brands Omoda and Jaecoo, Chery Group (the parent company of both brands) awarded the main Chery franchise and the new Lepas franchise to competitor Carasso Group. Meanwhile, established partners like Hyundai and Mercedes-Benz face intense competition from Chinese manufacturers.
Generational Shift in the Automotive Sector
Shmuel Harlap was an academic who, according to industry sources, rarely intervened in the daily management of Colmobil. The group's operations are currently managed by CEO Yaniv Shirazi, who succeeded long-time executive Tzvika Polac. Industry analysts expect Asaf Harlap to maintain a strategic oversight role similar to his predecessors.
The passing of Shmuel Harlap at age 82 highlights a broader generational transition in the Israeli automotive sector, where many of the pioneering tycoons are over 75.
An industry source commented on the transition:
"Vehicle import is a multi-billion-shekel business, and every family has contingency plans for succession. In many families, the younger generation does not necessarily want to wake up at 6:00 AM and fly to China monthly for meetings. Since their grandfathers already made the fortune, they lack the immediate drive. Therefore, professional CEOs and boards are trained to manage the business. In the coming years, the automotive sector will undergo a significant shift in this regard."
