Assaf Harlaf Takes Helm at Israel's Largest Car Importer, Colmobil

Following the passing of its chairman, Shmuel Harlaf, the board of directors at Israel's leading car importer, Colmobil, has officially appointed his son, Assaf Harlaf, to the position. Colmobil, which imports brands including Mercedes-Benz, Mitsubishi, and Hyundai, remains the largest car importer in Israel by sales volume. In the first eight months of 2026, the company delivered 57,149 vehicles, capturing 19.5% of the Israeli car market, ahead of competitors like Groupe Carasso and Union Motors.

The Harlaf family's involvement with Colmobil spans generations, tracing back to the early 20th century. The company's origins lie with Nahum Miller, whose son Joseph developed a small urban delivery vehicle named "Kol-Mobil." Joseph Miller's daughter, Tamara, married Amichai Harlaf, who began importing vehicles in 1952. Amichai later acquired Miller's stake in Colmobil, and Shmuel Harlaf eventually bought out his brothers' shares, though his stepmother Tamara and half-brother Yoav retained significant stakes.

Assaf Harlaf, who was not actively involved in the business until recently, spent years dividing his time between Israel and the U.S. His entry into the family business began about a decade ago with a digital-based car trading network that later closed. He now faces significant challenges, including managing Colmobil's diverse portfolio of brands, from Omoda to Mercedes-Benz. The company's franchises have been renewed by the Ministry of Transport for only one year due to competition concerns.

Furthermore, Colmobil's reliance on strong-selling brands like Mitsubishi and Hyundai is being tested. Mitsubishi's market position has weakened, and while Chinese brands Omoda and Jacco are growing, their parent group, Chery, has awarded the Chery and Exeed franchises to competitor Groupe Carasso. This necessitates Colmobil maintaining the strength of its non-Chinese brands amidst intense competition from Chinese manufacturers.

Shmuel Harlaf, an academic, reportedly had limited involvement in Colmobil's day-to-day operations, which are managed by CEO Yaniv Shiraz. Assaf is expected to continue a similar management approach. His succession also highlights a broader trend in Israel's automotive industry, where many founders are aging, and their children are either less involved or reside abroad, leading to increased reliance on professional management.