A Beit Shemesh-based used car dealership is attempting to differentiate itself in Israel's automotive market by introducing American-style customer service standards, extended warranties, and direct delivery services that deviate from traditional industry practices.
Vettura, meaning "car" in Italian, was founded in 2021 by CEO Yehoshua Hassan. It operates on a hybrid online and in-person model that prioritizes customer confidence. "I didn't want to be known as a used car salesman because it has a very bad stigma," Hassan said in an interview with Israel Hayom. "With this, honesty and being straightforward is what we're selling."
Dual warranty system
The company offers two warranty periods: a three-day money-back guarantee for major system failures and a 90-day repair warranty covering vehicle issues that arise within 90 days of purchase. The initial guarantee provides full refunds for customers who discover problems with chassis, engine, or transmission systems within 72 hours or 200 kilometers. The subsequent 90-day warranty covers repairs without monetary refunds.
"Our warranty is a warranty that I don't think anyone else gives," Hassan explained. "It could be a car that's 2009 or 10, 11, 12, and we'll still give a full warranty as if it were 2024. And that's something that no one gives. We basically will cover everything, in the first three months, if an issue pops up," Hassan said. "From the root, we won't just put on band-aids. We'll take care of it, we'll make sure it's a good fix, and we'll make sure the client's getting a good car."
Clientelle
While initially perceived as catering primarily to English-speaking immigrants, Hassan emphasizes that the company serves all demographics in Israel's diverse market. The company employs seven staff members, with 50% of them speaking fluent English, and maintains a fully translated website to serve a diverse customer base.
"A lot of people, when they meet us, they say, oh, you know, this is great for Anglos," Hassan noted. "But I always say that, yes, correct, it's something for Anglos, but I also am a big believer that also Israelis very much want this type of service as well."
Hassan outlined specific advantages his service offers to new immigrants over alternative purchasing methods. Compared to buying directly from private sellers through platforms like Facebook Marketplace, Vettura provides warranty protection and professional vehicle preparation. "There's a lot of things that the sellers could hide," Hassan explained. "When you buy a car from a private person, there might be work that needs to be done to it and you're not getting a warranty. You don't know what you're getting yourself into."
Regarding competition with new car purchases using immigrant tax benefits, Hassan acknowledged the advantages of new vehicles but emphasized cost considerations and eligibility limitations. "Buying a new car with a tax benefit obviously comes with advantages," he said. "But even with the tax benefit, you're still buying a car that's a lot more expensive."
He noted that many English-speaking residents lose eligibility for tax benefits over time. "I also target people that live here for many years. You have a lot of English speakers that live here that don't have the benefits anymore."
Hybrid model
Vettura operates through both online and physical sales channels, adapting to customer preferences. The company's car-buying process can be conducted entirely online, with agents providing instant offers and completing transactions through bank transfers and digital ownership transfers.
The company offers free delivery to customers' homes or chosen locations as part of their hybrid online-physical sales approach. Customers can purchase vehicles online or visit the physical location in Beit Shemesh. "They could buy it online, and the car will come to them, to their house."
The company also provides trade-in services for existing vehicles. Hassan described the trade-in process as entirely online-based. "Someone wants to sell his car, they approach us on our website, send their information. We have agents that reach out to them, give them an offer," he said. "If the offer matches, we send out our team. They go to him, they check the car. Car checks out, we do an instant bank transfer, transfer ownership online, and we take the car on the spot."
The company also provides various financing options, but the primary one Vettura works with is Max, offering current interest rates of either 4.2% tied to inflation or 3.6% plus prime.
Inspections and repairs
Vettura employs certified mechanics for vehicle inspections and handles basic maintenance and cosmetic repairs before sale. "When we sell you the car, the car is already at a point where it's ready to go," Hassan said. The company avoids purchasing vehicles with serious accident damage or frame issues, focusing on cars requiring only cosmetic and basic mechanical attention.
Vettura maintains competitive market pricing without premium charges for its warranty and service offerings. "We know how to be very competitive with the prices on the open market and still give this good service," Hassan said. "It's not just that we have this service, and then we charge very expensive." Pricing varies based on market conditions and vehicle availability, with markups determined by current supply and demand rather than fixed percentages.
Importing new cars
Beyond used car sales, Vettura operates as a certified importer, bringing commercial and passenger vehicles from the United States and Canada, with a particular focus on models not available through Israeli dealers. "There are certain vehicles that a company doesn't sell here," Hassan explained. "For example, a Toyota Sienna, which is a very common car in the United States, but the Toyota importer in Israel doesn't sell them because he works on a European model, whereas the Sienna is an American vehicle."
Hassan positions the company as addressing fundamental trust issues in Israel's used car market while providing service standards familiar to international customers. "Our goal at the end of the day is to give confidence to clients that are buying their cars," he said. "To give them the peace of mind that what they're buying, they could feel confident that it's a good car and not that they're going to drive down the street and suddenly an issue will come."
The company faces limited direct competition in its service model, with Hassan noting that while other online platforms exist, none offer full-service warranties comparable to Vettura's offerings.
