Super-Pharm Launches Luxury Car Sales Online

The Israeli pharmacy chain Super-Pharm has expanded its e-commerce operations to include the sale of luxury vehicles, a move previously unrelated to the company's core business. Currently, a Mercedes-Benz E-Class AMG350 is listed on the Super-Pharm website, imported indirectly through foreign dealerships rather than the official Israeli importer, Clalmotobil.

The car is offered at a discounted price of 500,000 shekels, significantly lower than its official price of 629,000 shekels, representing a saving of 129,000 shekels. This initiative places Super-Pharm in indirect competition with the official car importer. The sale is being conducted quietly, without a major advertising campaign, and the option to purchase the car is not prominently displayed, requiring users to search for it.

This venture follows Super-Pharm's recent introduction of AION electric cars on its website, a brand whose Israeli importer is a shareholder in the pharmacy chain. The Mercedes-Benz, however, is not directly linked to Super-Pharm's shareholders. While Super-Pharm's website facilitates the initial deposit for the car, the full transaction is not managed by the company itself.

This strategic expansion signifies a blurring of traditional retail boundaries in Israel, with Super-Pharm evolving into a digital marketplace for unexpected, high-value items. The quiet launch suggests an initial testing phase to gauge consumer readiness for purchasing premium vehicles through a non-traditional platform. If successful, this model could pave the way for further diversification into other sectors.