AD AUTO TOTAL Enters Bulgaria
A closer look at the targeted acquisition of AUTO HIT
In this article we will analyze the big news at the beginning of 2025: the expansion of operations by the leader of the Romanian auto parts distribution market, AD AUTO TOTAL, into the neighboring country of Bulgaria. This acquisition has now been finalized and was recently cleared by the Bulgarian Competition agency.1
While the entry into the markets of Moldova and Hungary was made through greenfield investments (starting from scratch), for Bulgaria, AD AUTO TOTAL chose to acquire an existing player on the market - AUTO HIT, a company based in the city of Ruse, located very close to the Romanian border.
Founded in 2002, AUTO HIT Ltd has grown significantly and currently has, in addition to its headquarters in Ruse, 28 other branches in the following Bulgarian cities: Sofia, Plovdiv, Varna, Burgas, Stara Zagora, Pleven, Shumen, Dobrich, Veliko Tarnovo, Blagoevgrad, Sliven, Vratsa, Haskovo, Gabrovo, Pernik, Kazanlak, Pazardzhik, Kardzhali, Yambol, and Razgrad. The customer portfolio exceeds 3,000 independent garages and auto parts shops.2
You can read more about the Bulgarian automotive landscape in my country report here:
Founded in 1994, AD AUTO TOTAL became, as of 2023, the leader of the auto parts distribution market in Romania, surpassing for the first time the former leader AUTONET IMPORT EXPORT (now part of the Swiss Automotive Group from Switzerland).
AD AUTO TOTAL ended the year 2023 with a turnover of over 450 million EUR and more than 1,800 employees in Romania, operating 89 warehouses: 2 central warehouses, 11 regional hubs, and 76 branches.3
In the Republic of Moldova, there is one regional hub and three branches; in Hungary, one regional hub and two branches. All are supplied from the central warehouses in Bucharest.
If you would like to read more about the Romanian automotive aftermarket landscape, you can read my country report here:
Both companies (AD AUTO TOTAL and AUTO HIT) are part of the Auto Distribution International (ADI) buying group—one of the most powerful networks in the automotive industry today. The acquisition likely took place through this connection, and because of a similar supplier portfolio, AUTO HIT clients will experience few changes when choosing their favorite products.
AutoDistribution International (ADI) represents companies from 30 countries, aiming to coordinate the connection between auto parts manufacturers and distributors for the aftermarket. ADI members benefit from sharing knowledge, exchanging information, and improving operational processes while embracing cultural diversity and specific market needs.
The ADI network includes 500 distributors, 2,400 wholesalers, and over 8,000 vehicles. The parts distributed through the ADI network are manufactured by leading European companies and meet the quality standards set by the European Committee for Quality Regulation, enabling members to excel in import and distribution.4
AUTO HIT has been a member of ADI since April 2010.
Titi’s take
First of all, I greatly appreciate the adaptability that AD AUTO TOTAL has shown. While the operations in Moldova and Hungary progressed slowly—as seen in the lack of nationwide expansion—in Bulgaria, the strategy has changed. Instead of a ground-up investment, they chose to acquire a well-known company (through the ADI network) whose headquarters is located just 70 km from AD AUTO TOTAL’s central office in Bucharest.
I believe that the inclusion of both countries (Romania and Bulgaria) in the Schengen Area (removal of customs checkpoints between Giurgiu and Ruse) also played a role in this decision, especially from a logistics point of view.
Now we have to take into account the significant effects this move will have on the Bulgarian auto parts distribution market:
Market Consolidation
AD AUTO TOTAL Romania immediately gains market share and distribution infrastructure in Bulgaria.
Competition (especially INTER CARS Bulgaria) might weaken in certain regions where AUTO HIT was previously a strong alternative, now backed by substantial stock from Romania.
The acquisition will likely result in better prices for AUTO HIT customers.
Independent garages in Bulgaria will gain access to a much broader parts catalog and to AD AUTO TOTAL’s private-label brands.
Supply Chain Changes
I’m once again pleasantly surprised by the new expansion strategy. AD AUTO TOTAL is no longer trying to win from the capital city first (as before), but is instead aiming to conquer the territory. They will be strong in distribution where the competitors are at the end of their own supply chains.
AUTO HIT purchases will now be handled through AD AUTO TOTAL headquarters and the warehouses in Bucharest. This is similar to the step-by-step model used when AUTONET IMPORT EXPORT acquired AUGSBURG INTERNATIONAL.
Market Dynamics
Pricing competition will shift—there’s a “new sheriff in town.” This is the first time INTER CARS Bulgaria will face a true competitor in Bulgaria.
Independent distributors will face stronger competition from the larger entity, which could pose problems especially for the smaller players.
I’m interested to see how the other market players react to this move. They should know that this isn’t just about prices; they’ll be going up against aggressive marketing, a company with a complete package of services, and a player that knows how to adapt on the fly to any opportunity.
Impact on Local Businesses
Existing AUTO HIT customers will benefit from improved service levels: larger stock, better prices, improved distribution, and better payment terms.
I am confident the company will grow and that local hiring will follow.
The local market knowledge of AUTO HIT, combined with the resources of AD AUTO TOTAL, has created a strong competitor that will radically transform the Bulgarian auto parts market—and all this in a maximum of three years.
P.S. There are at least two other Romanian players who have already entered the Bulgarian market, each in their own way. Do you know who they are?