Italie
Sportequipe
Sportequipe is an Italian automotive brand launched in 2022 by the DR Automobiles group, whose headquarters and assembly plant are located in Macchia d'Isernia, in the Molise region of Italy. The DR group was founded by entrepreneur Massimo Di Risio, whose commercial business dates back to the 1980s and who launched the DR brand itself in 2006. The name "Sportequipe" comes from the racing team with which Massimo Di Risio took part in the Ferrari Challenge, which explains the sporty, lifestyle orientation the brand claims for itself. Sportequipe holds the most upscale position within the DR group, above the DR and EVO brands. The group's business model is unusual: DR imports vehicles designed and manufactured by Chinese automakers — mainly Chery for Sportequipe — then finishes, homologates, dresses up and markets them in Italy under its own brands. Sportequipe is therefore technically based on Chery platforms, reworked in terms of styling, equipment and price positioning for the European market. The lineup has been built around SUVs: the Sportequipe 5 (compact), 6, 7 (with up to seven seats) and 8 (the most upscale model, a plug-in hybrid). The brand's sales pitch rests on an attractive equipment-to-price ratio, with plenty of standard content at prices below those of established mainstream brands. In 2023, the DR group reported revenue of roughly 700 million euros, a sign of rapid growth in its home market. Sportequipe nevertheless remains an essentially Italian — and more broadly Southern European — brand: to date it has no distribution network and no known commercial presence in North America. Quebec buyers will therefore encounter these vehicles only exceptionally, through private import.
ActivePerformanceÉlectrique / hybrideCamion / utilitaireEuropéennes
History
History of Sportequipe
Sportequipe is an Italian automotive brand launched in 2022 by the DR Automobiles group, whose headquarters and assembly plant are located in Macchia d'Isernia, in the Molise region of Italy. The DR group was founded by entrepreneur Massimo Di Risio, whose commercial business dates back to the 1980s and who launched the DR brand itself in 2006. The name "Sportequipe" comes from the racing team with which Massimo Di Risio took part in the Ferrari Challenge, which explains the sporty, lifestyle orientation the brand claims for itself. Sportequipe holds the most upscale position within the DR group, above the DR and EVO brands. The group's business model is unusual: DR imports vehicles designed and manufactured by Chinese automakers — mainly Chery for Sportequipe — then finishes, homologates, dresses up and markets them in Italy under its own brands. Sportequipe is therefore technically based on Chery platforms, reworked in terms of styling, equipment and price positioning for the European market. The lineup has been built around SUVs: the Sportequipe 5 (compact), 6, 7 (with up to seven seats) and 8 (the most upscale model, a plug-in hybrid). The brand's sales pitch rests on an attractive equipment-to-price ratio, with plenty of standard content at prices below those of established mainstream brands. In 2023, the DR group reported revenue of roughly 700 million euros, a sign of rapid growth in its home market. Sportequipe nevertheless remains an essentially Italian — and more broadly Southern European — brand: to date it has no distribution network and no known commercial presence in North America. Quebec buyers will therefore encounter these vehicles only exceptionally, through private import.
Public founding or origin of Sportequipe.
Technologies
Technologies, innovations and platforms
Sportequipe relies on Chinese Chery technical underpinnings adapted in Italy. The core gasoline range is built around a 1.5-litre turbocharged four-cylinder of about 154 horsepower, often offered in a gasoline/LPG bi-fuel version to lower running costs, paired with an automatic transmission (CVT or dual-clutch depending on the model). The top of the range begins the move toward electrification with the Sportequipe 8, a plug-in hybrid SUV combining the 1.5 turbo engine with two electric motors for a combined output of about 320 horsepower and an electric range of around a hundred kilometres on the homologation cycle. The vehicles emphasize generous standard equipment: touchscreens, driver-assistance systems and comfort features. Because the platforms and electronics come from Chery, the level of technology follows the rapid evolution of this Chinese partner.
Brand image
Identity, reputation, strengths and weaknesses
Positioning
An Italian premium and sporty brand from the DR group, offering well-equipped SUVs built on Chery underpinnings at an accessible price.
Reputation
As a young brand (2022) confined mainly to the Italian market, Sportequipe does not yet have a long reliability track record or resale data for the North American market. Its reputation rests above all on an attractive equipment-to-price ratio: a lot of content for a price below that of mainstream brands. On the other hand, the specialized press points out the Chinese origin of the platforms (Chery), a limited network outside Italy, and a resale value that is still uncertain for lack of perspective. For a Quebec buyer, the absence of official distribution and a local warranty is the main drawback, far more so than the vehicles' intrinsic quality.
Strengths
Sportequipe stands out for an attractive equipment-to-price ratio: well-equipped SUVs with refined styling, sold below the prices of established mainstream brands. The lineup ranges from compact to seven-seat models, with economical gasoline/LPG bi-fuel options and a plug-in hybrid flagship. The Italian finishing on a modern Chery base provides a point of differentiation at the time of purchase.
Points to watch
The main points to watch stem from the youth of the brand (2022) and its almost exclusively Italian footprint: no official distribution or warranty in North America, uncertain resale value for lack of perspective, and long-term reliability that is still poorly documented. The Chinese origin of the Chery platforms and the reliance on a limited network outside Italy complicate servicing and parts supply for a Quebec buyer.
Models
Sportequipe models
Current or active models by market
Production and compatibility
Plants, tires and wheels
Production
Sportequipe's industrial model is that of the DR Automobiles group: the vehicles are designed and produced by the Chinese partner Chery, then shipped to Italy, where the Macchia d'Isernia plant in Molise handles finishing, trim, quality control and homologation for the European market before sale. It is therefore Italian assembly and finishing on a base manufactured in China, rather than full production in Italy. Sportequipe operates no plant or assembly line in North America and does not sell its vehicles there through an official network. No industrial or commercial presence of the brand exists in Canada or the United States to date.
Tires and wheels
Sportequipe SUVs (5, 6, 7, 8) are compact to mid-size vehicles using tire fitments and wheel diameters typical of this segment, generally from 17 to 19 inches depending on the trim. The bolt pattern follows the common standards for SUVs of this size, often five-lug. As with any vehicle driven in Quebec, dedicated winter tires are mandatory during the cold season and strongly recommended for these relatively heavy SUVs, particularly the plug-in hybrid version. In the absence of confirmed official figures for the North American market, always verify the exact size shown on the vehicle's placard before choosing tires or wheels.