Stepping Beyond the Cars: This Is Our Story

The roots of Colmobil trace back to the agricultural machinery trade. In 1906, Nahum Miller, an early 20th-century immigrant to Israel, founded "Miller & Co. Engineering Ltd" to provide for his family with agricultural machinery. His son, Yosef Miller, expanded the enterprise into a repair and machinery import business, renaming it "J. Miller Engineers." The company took a significant turn when Yosef's son-in-law, Amichai Harlap, bought his share and established "Colmobil.” Pictured: Yosef Miller (right) in the original Nahum Miller and Sons workshop, Haifa, 1920s.

The year that marked the transformation of a simple machine workshop into a diversified business. The humble beginnings evolved into a complex with multifaceted industrial branches, broadening into imports of an array of European products. 'J. Miller Engineers' brought in engines, assorted machinery, SKF bearings, and even prefabricated Swedish wooden houses. The company also owned oxygen and ice factories.

Amichai Harlap secured the franchise rights to import 'Scania' trucks from Sweden to Israel for the company. The Scania trucks quickly achieved tremendous success, establishing themselves as leaders in Israel’s truck market.

In 1958, 'Y. Miller Engineers' addressed the need for a compact, affordable transporter and developed the 'Gogomobil,' dubbed Col-mobil van (meaning 'all-mobil’ in Hebrew) for its versatility as a carrier of everything. The 'Hargaz' company in Israel crafted the driver's cabin, while critical parts like the engine, steering, and brakes were imported. This innovation led to the Gogomobil's success not only in Israel but also in exports to Turkey, Greece, Cyprus, African countries, and the Far East.

In the early 1960s, Amichai Harlap formed a pivotal relationship with Mercedes-Benz, leading to the import of its vehicles into Israel. At Mercedes-Benz's request for a dedicated importing company, the name 'Colmobil' was introduced in 1963, inspired by the domestically developed van from the 1950s. Over time, Colmobil expanded its portfolio to include Mitsubishi and Hyundai brands.

In the early stages of its partnership with Mercedes, Colmobil imported the brand’s heavy trucks into Israel, catering to the needs of 'Solel Bone' (the national construction company) and various transportation companies. Amichai Harlap soon recognized a specific demand from bread bakeries for a vehicle more spacious and enclosed than the Gogomobil truck. Responding to this need, he broadened Colmobil's import range to include the 'All-Mobil' van, a closed commercial vehicle aimed at enhancing distribution capabilities.

In 1965, recognizing a gap in the market for a versatile, reliable vehicle on Israel's developing terrain, Amichai Harlap began importing the Mercedes Unimog. This 4x4 off-road vehicle, adaptable for agriculture, earthworks, or mining, quickly proved indispensable. The first major sale was to the copper mines in Timna, leading to widespread adoption in kibbutzim and moshavs (countryside villages), and work sites across the country. Beyond its commercial success, the Unimog played critical roles in salt spreading, snow clearing at Mount Hermon, and combating forest fires for the Jewish National Fund.

In 1970, recognizing Israel’s need for more intercity transport options, Amichai Harlap collaborated with Mercedes to create a 7-seater taxi, expanding capacity beyond the typical four. This modified model, initially the 200 series and later including the 220, 240, 300, among others, featured a design that added seats for three more passengers. Achieving record sales of 2,000 cars, this innovation drew global attention from Mercedes, leading to worldwide adoption. The success of these taxis marked a significant milestone in global transportation.

In 1972, building on efforts from the mid-sixties, Colmobil expanded its Mercedes imports to include buses, initially serving regional councils. These vehicles soon became integral to public transport and tourism across the country.

In 1973, during the Yom Kippur War, Colmobil, under Amichai Harlap's initiative, urgently addressed the IDF's critical need for transportation. Harlap quickly traveled to Germany, persuading Mercedes to dispatch every available truck. Mercedes consolidated their entire European stock in an extraordinary move, sending 1,625 trucks to Israel. These vehicles were crucial in delivering ammunition, supplies, and equipment to IDF forces, demonstrating Colmobil's significant support during the war.

In 1988, under Dr. Shmuel Harlap's vision, Colmobil secured the rights to import Mitsubishi, aiming to introduce a strong competitor to the dominant Subaru, which held a 40% share of the private car market. Despite challenges and objections, Colmobil's introduction of Mitsubishi to Israel was a triumph. The brand's success was bolstered by Israeli consumers' enthusiasm for the innovative features and equipment Mitsubishi offered, previously unavailable in the market.

In 1991, Colmobil expanded its services by launching 'Colmobil Insurance,' a dedicated car insurance agency. This new venture offered comprehensive insurance solutions and services exclusively to customers of vehicles imported by Colmobil.

Just four years after its introduction by Colmobil, Mitsubishi challenged and surpassed Subaru to become Israel's best-selling car brand. This marked a significant shift, crowning Mitsubishi as the top choice among Israeli drivers for that year.

Amid intense competition for Korean car franchises, Dr. Shmuel Harlap secured the Hyundai brand for Colmobil, successfully introducing Hyundai to the Israeli market.

In 1995, Colmobil introduced the Mitsubishi Pajero, pioneering the family SUV concept in Israel and shifting the SUV perception among consumers. The Pajero quickly became a sales phenomenon, redefining the SUV as a family-friendly vehicle.

In 2000, recognizing customer needs for vehicle financing, Colmobil and Daimler launched 'Daimler Financing Services,' operating as 'Debis.' This venture marked the first collaboration between a car manufacturer and a local importer to offer financing solutions, setting a new precedent in the industry.

In 2002, Colmobil introduced the 'Smart' car from Daimler to Israel, launching an innovative urban mobility concept. Recognizing the need for a compact, efficient city vehicle, Colmobil brought the Smart car, a two-seater that offered unparalleled ease in navigation and parking on congested streets, fuel efficiency, and a stylish design, setting a new trend in urban transportation.

In 2006, Colmobil was granted the franchise by Daimler Global to import Fuso light trucks, a brand historically associated with Mitsubishi, as evidenced by its logo. The company introduced the Fuso Canter as its inaugural model—a light-load truck renowned for its quality and popularity among work vehicles.

In 2007, Colmobil revolutionized its operations by integrating all its computerized systems into a single ERP system. This groundbreaking move consolidated sales, service, supply, and financial systems for all brands and units under one unified platform.

In 2008, aligning with its commitment to customer satisfaction and transparency, Colmobil launched 'Colmobil Trade-In.' This service offers customers the option to purchase second-hand vehicles directly from the importer, ensuring optimal conditions along with a warranty.

In 2013, Mercedes marked fifty years in Israel since the inaugural franchise agreement. Throughout these decades, Mercedes has been a constant through recessions, conflicts, and moments of national pride. The brand commemorated this milestone by launching the new S Class series, celebrated as the pinnacle of luxury automobiles.

In 2013, Mitsubishi celebrated 25 years in Israel, a journey that began in 1988. The brand's popularity has been fueled by its innovative technology, quality equipment, exceptional service, and reliability. Marking this milestone, Mitsubishi introduced the Space Star, a compact, urban, and fuel-efficient supermini car.

Advancing its commitment to environmental sustainability, Colmobil acquired Enerpoint, a leader in Israel's solar energy revolution. This strategic move underscores Colmobil's dedication to fostering a greener future by offering solar (photovoltaic) systems for homes, public spaces, and industries. Through this initiative, Colmobil empowers customers to embrace green energy, contributing to savings and promoting a healthier environment for all.

In 2023, reinforcing its position in the electric vehicle (EV) market, Colmobil introduced the ORA brand to Israel—an innovative, fully electric car lineup from the global automaker Great Wall Motors. ORA quickly became a sensation, captivating attention on streets nationwide with its blend of chic design, family-friendly functionality, and complete electric operation.

Colmobil, once again at the forefront of automotive innovation, launched the new electric Smart car in Israel. Transforming from the iconic mini car of the early 2000s into a premium, electric SUV, the new Smart combines luxury and technology with an impressive driving range and a sleek, futuristic design, setting new standards in the EV market.

OMODA & JAECOO have arrived in Israel - a move that will see six different SUV models of the brands marketed by 2026 in all drive versions: electric, PHEV, hybrid and gasoline. The customers will receive a comprehensive service package through the Colmobil service 24/7, a replacement vehicle, same-day service availability and a 5-year manufacturer's warranty. In the next two years, a wide deployment of approximately 24 service centers across the country is expected.

Colmobil has signed an exclusive representation agreement with the leading trailer and refrigerated box manufacturer in Israel, Schmitz Cargobull. With 130 years of experience and production of 60,000 vehicles per year, Schmitz Cargobull is a major player in the field and brings with it innovative technologies that can meet the needs of our business customers.

Colmobil continues to expand into the field of engineering mechanical equipment (EME) with the acquisition of 70% of Efco, a leading importer that supplies EME tools for national projects. Entering the field is a strategic move designed to expand the value proposition to our infrastructure customers and develop new growth engines.

Colmobil and GoTo are joining forces and establishing "Colmobil-GoTo" - a joint company that will offer an innovative technological model called "flexible leasing" that offers vehicle services in an available and flexible monthly subscription model. The service is intended for all customers, using the "all-inclusive" method, which allows you to order a vehicle independently, quickly, conveniently and digitally for a variable period of time (starting from one month), without paying a deposit or advance payment.

Colmobil Group pledges enduring loyalty and commitment to our customers, now and into the future. We are dedicated to evolving international-standard solutions, leading the Israeli automotive industry with innovation and setting the benchmark in transportation. Our ongoing mission: to achieve excellence for our customers in every endeavor.