Super-Pharm Begins Selling Mercedes-Benz Luxury Cars on Its Website
Israeli retail giant Super-Pharm has expanded its online auto sales to include Mercedes-Benz E-Class AMG 350 luxury sedans via parallel import, offering them for 500,000 NIS in direct competition with official importer Colmobil.
The Israeli drugstore and retail giant Super-Pharm is expanding its automotive sales footprint. The company has recently quietly added luxury Mercedes-Benz vehicles to its e-commerce platform.
Approximately two months ago, Super-Pharm began marketing AION electric vehicles on its website. That initial move was expected, given that George Horesh, a major shareholder in Super-Pharm, also controls the Israeli dealership importing AION. However, the latest addition of the Mercedes-Benz E-Class AMG 350 marks a significant shift into the luxury segment through indirect channels.
Indirect Import and Pricing Dynamics
The Mercedes-Benz vehicles offered on the platform are brought to Israel via indirect (parallel) import. This means they are sourced from overseas Mercedes-Benz dealerships rather than Colmobil, the official direct importer of the brand in Israel.
According to the Super-Pharm website, the official list price for the E-Class AMG 350 is 629,000 NIS, but it is being offered on the platform for 500,000 NIS. Verifying the accuracy of this discount is difficult, as Colmobil does not officially offer this specific AMG 350 variant to Israeli consumers. For comparison, Colmobil’s website lists the lower-powered Mercedes-Benz E-Class 300 AMG at an official price of 630,000 NIS.
Transaction Model and Market Impact
Similar to the AION sales model, Super-Pharm’s website serves solely as a lead-generation and deposit-collection platform for the vehicle purchase. However, unlike the highly publicized AION launch, Super-Pharm did not run any promotional campaigns for the Mercedes-Benz listings, which can only be found by actively searching the site's automotive section.
With a significant portion of Mercedes-Benz vehicles now entering Israel via indirect imports, Super-Pharm's entry into this segment places the retail giant in direct competition with the official Mercedes-Benz importer, Colmobil Group.
