Rami Levy supermarket chain announced on Thursday that it is partnering with car importer Delhom to sell cars in Israel. The move did not surprise industry watchers, since a February Calcalist report had already predicted the tie-up and identified BAIC and Arcfox as the brands likely to be sold.
The article says the deal is unlikely to affect the market much in terms of delivery numbers, but it could matter a great deal in marketing terms. The announcement gave no prices, specifications, safety ratings or emissions data, and appears to place cars in a retail environment alongside everyday groceries. Delhom is described as a small importer whose current brands are not major market players and have repeatedly failed to establish themselves in Israel.
Among the models mentioned, the only one with a disclosed price is the BAIC EU5, an electric car designed before the COVID-19 era. Other models are described as small-series imports that do not fully meet European regulations, which means missing safety features and a cap of 400 units a year. Some models have not yet reached Israel, and buyers can pre-register.
The piece contrasts the Rami Levy arrangement with Acheret Ad’s past sale of several Kia Sportage vehicles, saying that was a one-off discounted lease-related promotion with a known official price. Here, by contrast, the supermarket chain seems to be building a long-term sales presence, which may redefine Chinese cars as cheap, low-frills products rather than premium brands.
The main risk, the article argues, is not the cars themselves but their brand image and resale value. Israeli importers have spent years and millions building showroom experiences, while Rami Levy’s format may appeal to customers who simply want a cheap Chinese car, even if they do not care about brand prestige. The question now is how many shoppers will switch from traditional showrooms to the supermarket, and whether the established importers’ heavy spending on espresso bars, celebrity campaigns and glossy displays was worth it.
