Colmobil Corp.

Importing and Marketing Vehicles of the Brands Hyundai, Mitsubishi, Mercedes Benz, Genesis, Ora and King Long

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Company's Profile

Established: 1936
Line of Business: Importing and Marketing Vehicles of the Brands Mercedes Benz, Smart, Hyundai, Mitsubishi, Genesis and King Long
Address: 20 Ha’amal St., Afek Industrial Park, Rosh HaAyin 4809261
Phone: 972-3-9154444
Fax: 972-3-9014611
Youtube: Click to View
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Company Executives

  • Shmuel Harlap, Colmobil Corp.

    Dr. Shmuel Harlap


    Colmobil Corp.

  • Yoav Harlap, Colmobil Corp.

    Yoav Harlap

    Vice Chairman

    Colmobil Corp.

  • Assaf Harlap, Colmobil Corp.

    Assaf Harlap


    Colmobil Corp.

  • Yaniv Shirazi, Colmobil Corp.

    Yaniv Shirazi


    Colmobil Corp.

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About Colmobil Corp.

Colmobil is Israel’s leading motor-vehicle importing company. In 2022 the company sold over 60,000 private and commercial vehicles, trucks and buses. Colmobil is the official importer of Hyundai, Mitsubishi, Mercedes, Genesis, ORA and King Long, and maintains over 21% of the market. Colmobil is a private company, fully owned by the Harlap family. The group’s executives strive for excellence in all its activities, while creating a dynamic balance between business innovation and entrepreneurship, and meticulously maintaining managerial accountability and financial prudence. The constant focus on these core values positions Colmobil as a standard setter in its field and is expressed in its reputation, accumulated by its financial fortitude and longstanding business success.
The company focuses on providing its customers with comprehensive solutions by its fully-owned subsidiaries: Colmobil Finance Solutions Ltd., Israel’s largest non-bank auto-finance company, insurance service – through Colmobil Insurance Agency Ltd., and leading trade-in services, through Colmobil Trade-In Ltd. Colmobil has been investing vast resources over the years in infrastructures and advanced service centers. The group has a computerized logistics center and a distribution network through a fleet of company-owned trucks, which provide spare parts to the group’s 60 service centers nationwide. The group owns sales and service centers in Israel’s largest cities, and employs approx. 1,300 employees. Over the past year, Colmobil expanded its operations into additional fields, and entered the renewable energy market significantly.

Mercedes-Benz – The Best or Nothing

Mercedes-Benz retains its position as the leading premium brand in Israel, and maintains an attentive customer experience while retaining existing customers and expanding into new target populations. Mercedes-Benz offers a variety of over 30 models, including 7 fully electric models, which are characterized by innovative technological systems, safety systems of uncompromising quality and a spectacular design. The sales of Mercedes vehicles amounted to 3,700 vehicles in 2022 and the brand led the premium category in Israel. In addition, MB continues to develop its position as a leading brand in the various segments of the commercial vehicles market, including trucks, vans, buses, and taxis.

Hyundai – New Thinking, New Possibilities

Hyundai has been Israel’s bestselling brand for over a decade, with over 16 models for every stage in life – from a mini to family sedans, to 7-8 seat vehicles. Hyundai models are available in a variety of propulsion types: petrol, hybrid and electric. Hyundai is an award-winning car manufacturer in Israel and worldwide, due to technological innovation: IONIQ 5 was chosen as 2022 car of the year in the world. IONIQ 6 was chosen as 2023 car of the year in the world, thereby making Hyundai the first car manufacturer to win the award for two consecutive years, expressing Hyundai’s leading position in the market. Hyundai models lead with advanced and active safety systems, as of the basic models. Hyundai continues to lead Israel’s vehicle market, with over 44,000 new vehicle deliveries in 2022.


A brand with a 35-year-old legacy in Israel, by a Japanese manufacturer that maintains values of credibility, accuracy, and uncompromising safety. The brand is beloved in Israel and accompanies its customers along the road while meticulously maintaining a sales experience and personal service to every customer and a longstanding relationship. Mitsubishi brand is the 6th place in sales in 2022. In 2022 the brand delivered approx. 12,000 vehicles and maintained 4.43% of the market.


Genesis started operating in Israel in early 2021, to break new grounds for those seeking the new, the different, to ignore all boundaries and create a new prestigious experience, exceeding all imagination. Genesis surprises its customers with performance that exceed expectations in every aspect, be it the most innovative, regarding safety, the cars’ luxury level and accessories, or the attentive customer and service experience, which prioritizes the customers’ needs and driving experience.


ORA is a new brand, 100% electric and innovative that is considered groundbreaking. The brand presents a trendy, innovative and refreshing look in the electric car field. ORA belongs to GWM car manufacturer, one of the largest in China. The first model launched in Israel is the family hatchback Funky Cat, which won 5 safety stars in Euro NCAP’s crash tests, and the first place in 2022 in the category, outdoing several longstanding renowned brands.

Investment in the Renewable Energy Field

In April 2022 Colmobil announced the acquisition of Enerpoint, the leading solar roof installation company in Israel in the private sector, with abundant activity in the business sector as well. In June 2022, Colmobil announced its plan to establish Israel’s first lithium-ion batteries recycling factory, in cooperation with ICL and EMS. Colmobil owns the joint company “Mili Recycling for Israel”. This company will focus on attending to lithium-ion batteries and will manage storage for old batteries. In December 2022 Colmobil launched the first hydrogen truck by Hyundai in Israel, in cooperation with Sonol and Bazan companies. Furthermore, the company has been investing in innovation and auto-tech startups and projects.

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