HEINEMANN

What HEINEMANN does

HEINEMANN Gruppe GmbH is a family-owned automotive dealership and service group headquartered in Goslar, Germany, operating three physical dealership sites in Goslar, Wernigerode, and Salzgitter across Lower Saxony. The company's core product offering centers on the retail sale of new Hyundai vehicles, certified used vehicles of all makes, and an expanding portfolio of Chinese automotive brands — ORA (Great Wall Motors), JAC, BAIC, and DSFK — selected for their price-performance positioning and electric-vehicle content. HEINEMANN does not operate proprietary technology; its digital presence is a standard dealership website augmented with third-party integrations: a CD-Systeme new-vehicle configurator, an AutoUncle trade-in valuation calculator, a Proven Expert review widget, and Google Analytics/Facebook Pixel for marketing analytics. Its customer-facing mobile app, bonus4me (iOS and Android), functions as a loyalty and workshop-booking tool rather than an AI-enabled platform.

The business model combines transactional vehicle sales with recurring-revenue service streams. Beyond one-time sales, HEINEMANN monetizes the full vehicle lifecycle through AutoABO (a flexible monthly vehicle subscription), WartungsABO (a maintenance subscription), accident assistance, KFZ insurance brokerage, vehicle registration services, tire service via an Euromaster partnership, and aftermarket accessories through its Zubehör-Shop. Vehicle financing and leasing are arranged through Hyundai Capital Bank Europe, in which HEINEMANN acts as an unbound intermediary. Pricing across the inventory spans approximately €12,500 (e.g., BAIC Beijing X35 used) to €44,660 (Hyundai IONIQ 9 new), with mid-range Hyundai models between €19,850 and €34,690; subscription and AutoABO pricing is quote-based and not publicly disclosed. The company's stated scale is 75+ employees across three locations and roughly 245 vehicles available in the online inventory at any given time.

HEINEMANN serves two main customer segments: individual consumers and families in the Harz/Lower Saxony region (primary) and small-to-mid-market business/fleet buyers (Firmenwagen) seeking volume procurement and consolidated maintenance. GTM motion is direct-to-consumer across physical rooftops, with an online vehicle-search storefront and digital marketing across Instagram, Facebook, YouTube, and paid retargeting. Founded July 25, 1945 by Walter Heinemann, the company remains under family management — currently Marc Heinemann and Steffi Heinemann — with no external investors, no parent company, and no funding history, indicating a self-financed regional operator focused on stable, relationship-based retail rather than venture-style growth.

Name

HEINEMANN

Legal name

HEINEMANN Gruppe GmbH

Website

https://heinemann-gruppe.de

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

51–100 employees

Short description

HEINEMANN Gruppe GmbH is a family-owned automotive dealership group operating three locations in Lower Saxony, Germany, selling new Hyundai and Chinese-brand vehicles, used cars, and offering vehicle subscriptions, financing, maintenance packages, and workshop services to private consumers and small businesses.

Ownership category

akta.pro rank

Product category

Automotive Retail

NAICS

Other Motor Vehicle Dealers (4412), Used Car Dealers (441120), Automotive Equipment Rental and Leasing (5321), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro industry

PRIMARYFSAKANAA

Auto & Vehicle Leasing (Personal Use)

Financial & Insurance/Lending & Consumer Finance/Consumer Leasing (Non-mortgage)

SECONDARYFSAEAEAK

Auto & Vehicle Loan Brokerage

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Mortgage Brokerage & Loan Intermediation

SECONDARYCRAOANAD

Tires, wheels & related supplies distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Automotive Aftermarket Parts & Accessories Distribution

SECONDARYFSAJALAD

Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors)

Financial & Insurance/Insurance — Motor, Property & Casualty/Warranty & Service Contract / Mechanical Breakdown Insurance

SECONDARYTLAKAOAA

Automotive Aftermarket Parts Distribution (Light-Duty)

Transportation & Logistics/Vehicle & Equipment Maintenance, Repair & Services (MRO)/Parts Distribution, Tools & Workshop Services (Aftermarket Support)

Keywords

• Automotive dealership
• Vehicle sales service
• Car subscription
• Vehicle maintenance repair
• Automotive financing leasing

Headquarters

HQ city

Goslar

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. New Vehicle Sales: Sale of new Hyundai vehicles, Chinese brand vehicles (ORA, JAC, BAIC, DSFK), and Fiat models across three dealership locations.
2. Used Vehicle Sales: Sale of certified used vehicles of all makes, with vehicle trade-in and inzahlungnahme (trade-in valuation) services via AutoUncle integration.
3. Workshop and Service: Vehicle maintenance, repairs, inspections, tire service, accident assistance (Unfallhilfe), and a WartungsABO (maintenance subscription) for predictable service coverage.
4. AutoABO: Flexible vehicle subscription model — more flexible than leasing, more affordable than rental — targeting customers who want mobility without long-term commitment.
5. Financing and Leasing: Vehicle financing and leasing arranged through Hyundai Capital Bank Europe GmbH. A Zielfinanzierung (target financing) splits the loan into smaller monthly installments and a final balloon payment.
6. Insurance and Registration Services: KFZ insurance brokerage and vehicle registration (Zulassungsservice) offered as part of the full-service mobility package.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

HEINEMANN operates a multi-location automotive dealership group in Lower Saxony, Germany, selling new and used vehicles (primarily Hyundai, plus Chinese brands ORA, JAC, BAIC, DSFK) and providing workshop services, financing, leasing, AutoABO vehicle subscriptions, maintenance subscriptions, accident assistance, insurance brokerage, and a customer loyalty app.

Product overview

HEINEMANN is a multi-location automobile dealership group operating three showrooms in Goslar, Wernigerode, and Salzgitter, Germany. The company offers a unified mobility platform centered on vehicle sales (new and used cars) with an ecosystem of supporting services. Core products include Hyundai vehicles (the primary brand) and Chinese automobile brands (ORA, JAC, BAIC). These are complemented by the AutoABO car subscription service and supported by add-on modules including WartungsABO (maintenance subscription), Unfallhilfe (accident assistance), KFZ-Versicherung (insurance), Finanzierung & Leasing (financing), Fahrzeugankauf (trade-in), Bonusprogramm via the bonus4me app, and Zubehör-Shop (accessory shop). The three physical locations provide sales, workshop services, and Fiat service, with Euromaster partnership for tires. The company serves customers across the Harz region with approximately 75 employees.

Differentiator

Problem solved

Functional benefit

Products and services

• Hyundai Vehicle Sales (New & Used) Sale of new and pre-owned Hyundai vehicles including IONIQ 5, IONIQ 6, IONIQ 9, TUCSON, KONA, i10, and i20 with various configurations and trim levels, targeting private individuals and families.
• ORA Electric Vehicles (Great Wall Motors) Chinese electric vehicle brand ORA sold at the Salzgitter location, targeting price-sensitive consumers seeking affordable EV alternatives.
• JAC Vehicles (Jianghuai Automobile) Chinese automobile brand JAC offered at multiple locations, providing affordable vehicle options with competitive price-performance ratio for value-oriented buyers.
• Chinese Automotive Brands (BAIC, DSFK) Various Chinese automobile brands including BAIC Beijing X35 and DSFK offered as affordable alternatives to established brands with attractive price-performance ratios.
• AutoABO (Vehicle Subscription)
• WartungsABO (Maintenance Subscription)
• Unfallhilfe (Accident Assistance)
• KFZ Insurance Brokerage
• Vehicle Financing and Leasing
• Vehicle Trade-in (Fahrzeugankauf)
• bonus4me Loyalty Program (App)
• Accessory Shop (Zubehör-Shop)

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor and core.

• Expert Systems AG (Proven Expert)minorGTM or Marketing PartnerProven Expert (Expert Systems AG, Quedlinburger Straße 1, 10589 Berlin) provides the customer review and rating platform displayed on HEINEMANN's website. Stores customer email addresses and log files to prevent abuse.
• Great Wall Motors / ORAcoreChannel Partner/ Reseller/ DistributorGreat Wall Motors (GWM) is the manufacturer of the ORA brand distributed by HEINEMANN. HEINEMANN is an authorized ORA dealer, primarily at the Salzgitter location, to expand its EV portfolio.
• JAC (Jianghuai Automobile)minorChannel Partner/ Reseller/ DistributorJAC (Jianghuai Automobile) is a Chinese automotive brand whose vehicles are sold by HEINEMANN at multiple locations, offering price-competitive alternatives to established brands.
• BAIC (Beijing Automotive Industry Holding)minorChannel Partner/ Reseller/ DistributorBAIC (Beijing Automotive Industry Holding) vehicles are offered at HEINEMANN's Goslar and Wernigerode locations as part of the Chinese brand portfolio.
• DSFK (Dongfeng Sokon)minorChannel Partner/ Reseller/ DistributorDSFK vehicles are offered as additional Chinese brand options at HEINEMANN locations, targeting price-sensitive buyers seeking value-for-money vehicles.
• EuromasterminorChannel Partner/ Reseller/ DistributorEuromaster is a tire service partner referenced on HEINEMANN's website. A link to reifenkaufen.eu (tire purchasing platform) is provided for customers to buy tires, which can be mounted at HEINEMANN workshops.

Scale indicators5 records

Recent moves14 records

Expansion highlights5 records

Broad incumbents

• Emil Frey Group: One of Europe's largest automotive dealer groups, operating multiple brands and locations across Germany. Comparable as a multi-brand, multi-location dealership operator with workshop and financing services, though at vastly greater scale than HEINEMANN.
• Hyundai Motor Deutschland: The German arm of HEINEMANN's primary OEM. Relevant as the franchise principal whose strategy (EV push, IONIQ lineup, dealer-network policy) directly drives HEINEMANN's vehicle mix, allocation, and margins.
• AVAG Holding SE: German automotive retail and service group operating multiple brand dealerships. Comparable as a multi-location, multi-brand German dealer group combining new/used vehicle sales with workshop and fleet services.
• Athlon (Mercedes-Benz Mobility): European vehicle leasing and fleet management provider owned by Daimler. Comparable as a scaled competitor in vehicle leasing and subscription-style mobility products that overlap with HEINEMANN's AutoABO.

Direct peers

• Autohaus König: German multi-brand dealership group with locations in several federal states. Directly comparable as a multi-brand retail and service operator of similar size profile to HEINEMANN, also offering financing and trade-in.

Emerging players

• FINN.auto: Germany-based vehicle subscription startup offering monthly car subscriptions. Comparable to HEINEMANN's AutoABO product, competing for the same subscription-conscious consumer but with a national digital-direct model.
• Cluno (Cazoo Germany): Car subscription service operating in Germany. Comparable as a direct competitor in the vehicle-subscription space to HEINEMANN's AutoABO, particularly in metropolitan catchments.

Others

• AutoScout24: Major European online vehicle marketplace. Adjacent participant in the same buyer-discovery funnel that drives traffic to HEINEMANN's dealership locations and online inventory.
• Euromaster: European tire service and retail network. Comparable as a partner (tires are sold through reifenkaufen.eu and fitted at HEINEMANN workshops) and as an adjacent service-channel operator competing for the same post-sale maintenance wallet.
• Mobile.de: Germany's largest online vehicle marketplace. Adjacent ecosystem participant where HEINEMANN's used-vehicle inventory is listed; comparable as a channel through which dealers reach German car buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@heinemanngruppe535
• Facebookfacebook.com/HeinemannAutohaus
• Instagraminstagram.com/autohaus_heinemann
• LinkedInlinkedin.com/company/heinemann-gruppe

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HEINEMANN