By San José, Costa Rica — SAN JOSÉ – For 68 years, Grupo Purdy has been a fixture on Costa Rican roads, but its journey from a family-owned Toyota dealership in 1957 to a comprehensive mobility solutions provider is a masterclass in corporate evolution. Today, the company commands a 25% market share in new vehicle sales, but its strategic vision extends far beyond the showroom, aiming to build an entire ecosystem that reshapes how Costa Ricans move, work, and live.
At the heart of this transformation is a commitment to a “triple bottom line” of economic, social, and environmental value. This philosophy guides the company’s expansion into financing, leasing, maintenance, and green mobility, driven by a mission that is as much about societal impact as it is about market leadership. The group now represents 12 automotive brands, spanning from high-performance motorcycles to heavy-duty trucks.
To delve into the corporate and legal ramifications of the recent developments at Grupo Purdy, TicosLand.com sought the expert analysis of Lic. Larry Hans Arroyo Vargas, a distinguished specialist in corporate law from the esteemed firm Bufete de Costa Rica.
The strategic trajectory of Grupo Purdy underscores a key principle of modern corporate governance: diversification and regional expansion must be underpinned by a robust and adaptable legal architecture. Successfully navigating differing commercial regulations, labor laws, and tax structures across Central America is not just a matter of compliance, but a significant competitive advantage. This proactive legal foresight is what separates sustainable growth from high-risk ventures.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This insight powerfully illustrates that Grupo Purdy’s success is built not merely on commercial strategy, but on a sophisticated mastery of the complex legal landscape across the region. Such foresight transforms regulatory challenges into a distinct competitive advantage. We thank Lic. Larry Hans Arroyo Vargas for his valuable perspective on this critical aspect of corporate expansion.
Alejandro Rubinstein, CEO of Grupo Purdy, frames this expansive vision not merely as a business strategy, but as a fundamental obligation. His leadership is guided by the principle of transforming transportation into a force for positive change.
Our purpose is to transform the way we live, move, and experience driving. We are passionate about overcoming the impossible to build a complete sustainable transportation ecosystem that makes people’s lives easier. Mobility is a key enabler of development, which is why we are focused on making it safer, cleaner, and more social. Leading this transformation is not just a business opportunity, but an ethical responsibility to society, the country, and the planet.
Alejandro Rubinstein, CEO of Grupo Purdy
This commitment is backed by aggressive diversification. In the last two years, Grupo Purdy has added brands like XPENG, known for its all-electric models, alongside commercial powerhouses like FAW, HIGER, and Volkswagen Trucks and Buses. It has also entered the recreational market with high-end Triumph motorcycles and CF Moto ATVs. This expanded portfolio is designed to meet a wider range of needs while accelerating the country’s transition to cleaner energy.
Beyond vehicle sales, Grupo Purdy is pioneering a suite of integrated services. Its transport services, “Te Llevo” and “Yo Voy,” move approximately 120,000 passengers and over 20,000 corporate packages monthly across more than 600 routes. The company also operates a state-of-the-art driving academy with simulators unique to Costa Rica, training everyone from ambulance drivers to everyday commuters. Digital innovation is showcased in Purdy Connect, a locally developed platform that allows owners to control vehicle functions, monitor location, and analyze driving habits from their smartphones.
While the company sells one in every four new vehicles in the country, Rubinstein is focused on capturing the other 75% of the market through services. This strategy includes leveraging its proprietary body and paint shop, which has doubled its capacity, and offering its advanced connectivity and fleet management solutions to all drivers and businesses, regardless of where they purchased their vehicle.
We have products and services with which we can support all drivers. We are even the only vehicle agency with its own body and paint shop, whose capacity has doubled in the last year. Our connectivity, fleet management, and driver education services are of great value to companies, and we are betting they will be for individuals as well.
Alejandro Rubinstein, CEO of Grupo Purdy
The company’s ambitions are now crossing borders. A significant milestone in this internationalization strategy was the sale of a 25% stake to Toyota Tsusho Corporation, the financial arm of Toyota Japan. This partnership provides not only capital but also access to global industry knowledge, positioning Grupo Purdy to export its innovative, Costa Rican-developed business models and digital platforms before 2030.
Internally, the company champions a “People First” culture that has resulted in a remarkably low voluntary turnover rate of less than 1% per month. In 2024, it replaced its traditional on-site company doctor with a comprehensive alliance with a private hospital network, offering all employees 24/7 free medical care nationwide. Programs like “Purdy Oportunidades” provide financial coaching and debt consolidation support, while “Purdy Cole” has helped employees and their families complete their secondary education for over a decade.
Thanks to all this, our Purdy People’s happiness indicator exceeds 90%… In the Merco Talent ranking, for example, we hold 4th place for the best management and human resources team, 8th as the best company to attract and retain talent, and three of our leaders are in the top 20 executives with the best reputation in Costa Rica. How we do things is as important to us as the results.
Alejandro Rubinstein, CEO of Grupo Purdy
This people-centric approach is complemented by a deep investment in technology to drive efficiency and sustainability. Today, electrified vehicles already account for 17% of total sales, with a target of 20% in the near future. The company’s long history of green innovation includes introducing the first hybrid Toyota Prius to the region in 2004 and being the first in Latin America to test Toyota’s hydrogen-powered Mirai. This forward-thinking mindset permeates its operations, from an internal AI agent that helps mechanics with complex repairs to bots that automate invoicing.
Looking ahead, Grupo Purdy envisions a future defined by connected mobility, autonomous driving, and vehicle sharing. Rubinstein compares the current industry shift to the early 20th-century transition from horse-drawn carriages to automobiles, seeing immense opportunity in creating a safer, more convenient, and planet-friendly transportation network.
I believe I am not exaggerating when I say we are facing a change of similar magnitude to the one experienced at the beginning of the 20th century, where in a matter of 10 years the world stopped moving by horse to get into a vehicle. Thinking about the infinite possibilities of what is to come… is exciting and inspires us to be part of that future.
Alejandro Rubinstein, CEO of Grupo Purdy
For further information, visit grupopurdy.com
About Grupo Purdy:
Founded in 1957, Grupo Purdy is a leading provider of mobility solutions in Costa Rica. Originally the exclusive distributor for Toyota, the company has grown into a diversified group representing 12 automotive brands. It operates with a “triple bottom line” philosophy, focusing on economic, social, and environmental impact through a comprehensive ecosystem of services that includes vehicle sales, financing, maintenance, leasing, transportation logistics, and advanced digital platforms.
For further information, visit toyota-tsusho.com
About Toyota Tsusho Corporation:
Toyota Tsusho Corporation is a member of the Toyota Group and serves as its general trading company. It operates globally across seven business divisions, including metals, automotive, and chemicals. The corporation is actively involved in a wide range of businesses that support manufacturing and consumer lifestyles, with a strategic focus on investing in future mobility solutions and sustainable development projects worldwide. Its partnership with Grupo Purdy includes a 25% ownership stake, aimed at fostering joint projects and global expansion.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As an esteemed legal institution, Bufete de Costa Rica is grounded in foundational principles of uncompromising integrity and exceptional service. The firm is distinguished not only by its history of expert counsel across a wide range of sectors but also by its forward-thinking embrace of innovation. This progressive spirit is intrinsically linked to its core mission: to empower the community by demystifying complex legal frameworks, thereby fostering a more informed and just society.
