Deep-rooted History Pioneering Role in the Sector

The company was established as a business partnership between Borusan Holding and GIWA Holding operating in Germany, Borusan Otomotiv Group took over the distributorship of BMW in Türkiye in 1984 with a team of 47 people. The company expanded its brand range further with the addition of motorcycle enthusiasts favorite brand BMW Motorrad in 1992 and then the manufacturer of the top 4x4 vehicles Land Rover in 1998. This was followed in 2001 with the addition of MINI which created a difference in the small car segment and in 2014 with Jaguar, representing a combination of luxury, comfort and performance. Most recently, in 2025, the company welcomed Microlino into its portfolio, a micro-mobility vehicle known for its innovative design, eco-friendly technology and colorful identity.

Borusan Otomotiv İthalat has been the distributor of BMW, MINI and BMW Motorrad brands in Türkiye more than 40 years and Borusan Otomotiv Pazarlama operates as the distributor of Range Rover, Defender, Discovery, Jaguar and Microlino brands.

Borusan Otomotiv Group provides sales and after-sales services through 25 Authorized Dealers and 46 Authorized Services. Borusan Oto, engages in the sales and aftersales services of all brands represented by Borusan Otomotiv and operates as a Borusan Otomotiv Authorized Dealer and Authorized Service at 11 facilities; Borusan Oto Kıbrıs, operating as the Authorized Dealer and Authorized Service for Jaguar and Land Rover, serves at the Northern Cyprus facility, focusing on providing customers with the best experience possible.

Operating since 2001, Borusan Araç İhale, the trusted brand in used car auctions, was incorporated into the Borusan Otomotiv Group in 2023 under the name Borusan Oto Değerlendirme. With the Borusan Next brand, it provides cash purchase, trade-in, sales, and service solutions for used cars of all brands and models that meet the determined criteria, along with financing and insurance services through business partners. Furthermore, with the Borusan Next İhale brand under the Borusan Next structure, it continues to offer innovative auction processes and serve its extensive customer network, making a difference in the sector.

Borusan Otomotiv Group offers a unique experience to its customers and a sustainable value to its stakeholders with its innovative products and services in the automotive sector. The company defines its vision as being the first choice and pioneer company in the premium automobile and motorcycle segment. The Group creates a strong synergy to establish value-added business processes in line with its strategic goals.

Borusan Otomotiv Group focuses on offering the best customer experience and continues its business process transformation and digital culture change with digital technologies. As a company focused on digital transformation in the sector with its pioneering vision, the Group leverages its digital maturity in line with the changing customer consumption trends. It continues to create a difference with implementations such as an online sales platform for all brands represented and a “contactless service” concept supported by online apps in the aftersales.