What MeinAuto does

MeinAuto GmbH is a Cologne-based, private online automotive marketplace operating meinauto.de, aggregating more than 10,300 vehicles (2,100+ new and 8,300+ used) from a nationwide network of German dealer partners. Founded in 2007 and led by Managing Directors Stefan Karrenbauer and Thomas Eichenberg, the platform enables consumers and business customers to search, configure, and purchase or lease vehicles through three primary mechanisms: traditional leasing, Vario-Finanzierung (a hybrid flexible-financing product that allows buyers to return, extend, or purchase at term end), and direct purchase. Brand-independent CarCoach advisors provide personalized consultation throughout the buying journey, and ancillary offerings — Kfz-Versicherung (insurance via Provinzial), maintenance packages, mobility guarantee, EV subsidy navigation (E-Auto-Prämie up to €6,000), home delivery, and a vehicle configurator — extend the platform beyond pure mediation.

The company generates revenue primarily by mediating purchase contracts between customers and dealers (free for consumers; dealers pay for leads and platform access) and through arrangement fees and interest margins on financing contracts arranged via its sister company Mobility Concept GmbH. Distribution operates entirely online through meinauto.de and a dedicated Kundencenter customer portal, with fulfillment handled by the partner dealer network and optional home delivery. Marketing is multi-channel, including the Automagazin editorial hub (news, test reports, guides, lexicon), Deal-Alarm email newsletter, SEO, social media, referral programs, and event-tied promotions (e.g., WM-Deals 2026 FIFA World Cup campaign with ADAC sweepstakes). Headcount sits at 51–100 employees, and the company has raised six funding rounds through 2018, most notably a Series 4 led by Hg Capital. No AI/ML capabilities are disclosed, and the technology stack is a conventional marketplace platform with integrated search, comparison, and configuration tooling.

Name

MeinAuto

Legal name

MeinAuto GmbH

Website

https://meinauto.de

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Online Automotive Brokerage & Vehicle Marketplace

NAICS

Passenger Car Leasing (532112), Automotive Equipment Rental and Leasing (5321)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Finance Lessors (6172)

akta.pro primary industry

Automotive Vehicles & Parts C2C (CRAFAKAE)

akta.pro secondary industry

Auto & Vehicle Loan Brokerage (FSAEAEAK)

Keywords

• Online car dealership
• Vehicle leasing
• Automotive marketplace
• Car financing brokerage
• Vehicle configuration platform

Headquarters

HQ city

Cologne

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Marketing or Sales, Operations, Personnel, Technology or R&D, Others

Revenue model

1. Vehicle Sales Mediation: MeinAuto.de mediates purchase contracts between customers and car dealers. The service is free for customers - MeinAuto generates revenue through partnerships with dealers who pay for access to the platform and customer leads.
2. Leasing and Financing Services: The company offers leasing and financing products through its sister company Mobility Concept GmbH. Revenue comes from arrangement fees and interest margins on financing contracts.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

MeinAuto.de is an online automotive marketplace and brokerage that aggregates more than 10,300 new and used vehicles from a nationwide partner dealer network in Germany. Customers browse, configure, and submit purchase inquiries on the platform, then choose between leasing, Vario-Finanzierung (flexible financing), or direct purchase. The service is free for consumers, with brand-independent CarCoach advisors supporting selection through delivery, and add-on products such as insurance, maintenance packages, and EV subsidy support bundled at order time.

Product overview

MeinAuto.de is a German online car dealership platform offering a comprehensive marketplace for new and used vehicles. The core product is the online platform enabling customers to browse, configure, and purchase vehicles through multiple financing options including leasing, Vario-Finanzierung (flexible financing), and direct purchase. The ecosystem includes brand-independent CarCoach consultation services for personalized advice, an Automagazin editorial hub with news and test reports, and supplementary services such as vehicle insurance, maintenance packages, and mobility guarantees. The platform features a vehicle configurator and customer center portal, with special promotions like WM-Deals 2026 tied to the FIFA World Cup.

Differentiator

Problem solved

Functional benefit

Products and services

• MeinAuto.de Online Car Dealership Platform German online brokerage platform where customers browse, configure, and purchase or lease new and used vehicles from a nationwide partner dealer network, with brand-independent CarCoach consultation included.
• Neuwagen (New Cars) New vehicles from current model years offered across multiple manufacturers, configurable and available via leasing, Vario-Finanzierung, or purchase for German private and business customers.
• Gebrauchtwagen (Used Cars) Pre-owned vehicles including dealer stock, demonstrator vehicles (Vorführwagen), year-old cars (Jahreswagen), and day-registration vehicles (Tageszulassung) offered to private and business buyers across Germany.
• Leasing Monthly vehicle leasing product with customizable contract terms (duration, annual mileage, down payment) under which the customer returns the vehicle at contract end, available across the new and used inventory.
• Vario-Finanzierung (Flexible Financing) Hybrid financing product that lets customers pay monthly during the term and then choose at contract end whether to purchase the vehicle, return it, or extend financing, delivered via Mobility Concept GmbH.
• Kfz-Versicherung (Vehicle Insurance) Full-coverage vehicle insurance (liability, partial comprehensive, fully comprehensive) underwritten by Provinzial, including GAP coverage and claim-protected bonus grade, available as an add-on when ordering a vehicle.
• Wartungs- und Verschleißpaket (Maintenance and Wear Package) Service package covering manufacturer-scheduled inspections, main and emissions tests (HU/AU), and wear repairs (e.g., brake disc replacement) for the duration of the financing or leasing contract.
• Mobilitätsgarantie PLUS Extended mobility guarantee providing towing coverage and a free replacement vehicle for the entire repair duration in the event of breakdown or accident.
• E-Auto-Prämie (Electric Car Subsidy Support)

Quantifiable outcome

• 40% increase in EV-related website traffic during fuel price volatility period

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor.

• ADACminorGTM or Marketing PartnerPartnership for driving safety training promotions. MeinAuto runs promotional giveaways offering ADAC Fahrsicherheitstraining (driving safety training) vouchers as prizes for customers who submit vehicle deal requests during promotional periods.
• Autohof Altfranken GmbHminorChannel Partner/ Reseller/ DistributorCar dealership partner located in Dresden (Rudolf-Walther-Straße 2, 01156 Dresden). Handles vehicle delivery, registration, and after-sales service for customers in the region.
• Adelbert Moll GmbH & Co. KG, NFZ DüsseldorfminorChannel Partner/ Reseller/ DistributorCommercial vehicle dealership partner in Düsseldorf (Ikarusstr. 20, 40474 Düsseldorf). Provides vehicle fulfillment services for Volkswagen Multivan and other commercial vehicles.
• Autohaus Koch GmbHminorChannel Partner/ Reseller/ DistributorCar dealership partner in Oberursel (An den Drei Hasen 3, 61440 Oberursel). Handles vehicle delivery and after-sales service for customers in the greater Frankfurt area.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• carwow: Listed here separately to emphasize Carwow's strong recent traction in the German new-car mediated purchase category — directly contesting MeinAuto's core Neuwagen mediation business.
• mobile.de: eBay/Adevinta-owned German vehicle marketplace, the historic category leader. Directly competes with MeinAuto for both dealer lead generation and consumer vehicle discovery across new, used, and leasing categories.
• Carwow: UK-origin but Germany-active online car-buying platform that connects consumers directly with dealers for new-car purchase. Closely comparable to MeinAuto's mediated purchase model with brand-agnostic dealer bidding.
• Heycar: Volkswagen Group-backed used-car online marketplace operating in Germany. Comparable to MeinAuto's Gebrauchtwagen offering with a similar dealer-mediated, brand-agnostic positioning.
• AutoScout24: Germany's largest online automotive marketplace for new and used vehicles, owned by Scout24 SE. Directly comparable to MeinAuto in serving German car buyers and dealers with listings, financing, and increasingly mediated purchase flows.
• LeasingMarkt.de: Germany-focused leasing comparison and brokerage platform. Directly comparable to MeinAuto's leasing and Vario-Finanzierung offerings, competing for the same monthly-rate-oriented German consumer.

Broad incumbents

• CarGurus: US-listed global automotive marketplace expanding into Europe. Comparable as a broad multi-country automotive listings and dealer-lead platform with comparable dealer-paid revenue model.
• TrueCar: US online automotive marketplace with a dealer-paid, transparent-pricing model. Comparable to MeinAuto in monetizing dealer relationships through consumer lead generation and price transparency.

Emerging players

• Auto1: Berlin-based used-car platform with a B2B auction platform (Auto1.com) and a consumer brand (Autohero). Comparable to MeinAuto in used-car mediation but operates at significantly larger scale.

Regional players

• Autohaus24: Smaller German online car marketplace operated by AutoScout24. Directly comparable regional competitor with new and used car listings, though narrower in scale and brand recognition than MeinAuto.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/MeinAuto
• Facebookfacebook.com/meinauto
• LinkedInlinkedin.com/company/meinauto-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds6 records

Investors8 records

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

M&A1 record

Investments

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

Frequently asked questions about MeinAuto