Acquiring a car in Argentina has never been an easy task. Despite recent efforts by the national government to simplify bureaucracy and reduce costs—such as eliminating internal taxes, which should lower the final price of vehicles—many hurdles remain for buyers.
In a bid to modernize the process, authorities are also working on phasing out the National Vehicle Registries and digitizing related procedures. Meanwhile, private initiatives are also striving to make car purchases as seamless as buying a household appliance.
One such initiative is El Cero Km, a startup founded in mid-2024 by Anabella Guimarey (CEO, 31), María de los Ángeles Bernárdez (CTO, 35), and Franco Fantini (CIO, 30). The company was born out of a frustrating personal experience: Guimarey and her partner, Ángeles, were trying to buy a brand-new car but found the process unnecessarily complex and inefficient.
“We wondered why we couldn’t just buy a car online, considering a 0 km vehicle is the same no matter where you purchase it,” Guimarey recalls. This idea led to the creation of elcerokm.com, which initially featured a simple table displaying real-time vehicle prices from various dealerships.
The website went viral instantly, proving there was a high demand for clear and accessible car-buying information.
Transparency and Digitalization in Car Purchasing
El Cero Km operates on three main pillars: real-time pricing information, verified stock availability, and a fully online purchasing process without intermediaries. Today, customers can purchase a new car entirely online, skipping the dealership visit and benefiting from guaranteed delivery.
“We negotiate with dealerships to offer the best possible prices and keep our listings updated in real time,” Guimarey explains. Unlike the traditional system, which requires customers to visit multiple dealerships and navigate unclear pricing structures, El Cero Km allows users to enter the platform, select their desired model, and compare prices with ease.
“Dealerships compete against each other to offer the lowest price, allowing buyers to save between $500 and $1,500 on their new vehicle,” Guimarey adds.
Another key differentiator is that only cars with confirmed physical stock and guaranteed delivery within 10 to 20 days are listed on the site. “We don’t sell promises or waiting lists—only vehicles that actually exist,” she emphasizes.
A Strategic Investment Fuels Growth
In July 2024, the founders decided to go all in on their startup, leaving their jobs at major companies like Mercado Libre and Flat MX. Against all odds, within just two weeks, they secured $200,000 in funding from Platanus Ventures, a Chilean fund specializing in tech startups.
“We partner with dealerships that we audit and consider trustworthy. They provide us with their best prices—sometimes even better than their in-store offers,” Guimarey says.
This investment allowed El Cero Km to expand rapidly, improve its platform, and grow its network of dealerships. In under a year, the company had already sold 100 cars and continues to scale up.
Buying a Car as Easily as Buying a Refrigerator
While online car purchases are becoming increasingly popular worldwide—expected to account for 18% of the market in the U.S. by 2025, according to German consultancy Roland Berger—the trend still faces resistance in Argentina. However, El Cero Km aims to change that mindset.
“The goal is for customers to be able to buy a car as easily as they would a refrigerator,” Guimarey says.
The concept is simple: just as consumers browse appliances in a store and then search for the best price online, El Cero Km allows users to compare car models and prices in real time and finalize their purchase digitally. The entire transaction takes place online, and buyers can choose either to pick up their car at a dealership or have it delivered to their home.
The Future of El Cero Km: Direct Sales Without Middlemen
The startup’s early success has opened doors for new opportunities. Currently, El Cero Km is negotiating with an Asian car manufacturer to sell vehicles directly through its platform, without intermediaries.
“This deal could be a pivotal step in making El Cero Km the first digital direct sales channel for an automaker in Argentina,” Guimarey notes. She also points out that Amazon has already started selling Hyundai cars directly on its platform, indicating a shift in the global automotive industry.
Additionally, the startup plans to introduce more features, such as used car pricing tools and the ability to apply for auto loans through major banks and car brands.
“Our goal is clear: to simplify and bring transparency to car buying in Argentina,” Guimarey concludes.
With its innovative approach and rapid growth, El Cero Km is well on its way to transforming how Argentinians buy cars—one digital transaction at a time.