What MAHAG Gruppe does

MAHAG Gruppe is a Munich-based, privately held multi-brand automotive dealership group and a member of VGRD Gruppe (Volkswagen Group Retail Deutschland). Founded in 1923, the group operates authorized retail and service for Volkswagen, Audi, Lamborghini, Porsche, and Volkswagen Nutzfahrzeuge, plus certified pre-owned programs (Audi :plus, Das WeltAuto) and the OutletCars fixed-price used-vehicle outlet. Operations are concentrated in the Munich metropolitan area, with more than 15 dedicated brand centers, multi-brand locations, used-vehicle outlets, and service facilities spanning Munich, Ottobrunn, Eching, and Dachau. The primary revenue model combines new-vehicle sales, certified used-vehicle sales, workshop and maintenance services, original parts and accessories, vehicle trade-in purchases, fleet management (VGRD FLEET MÜNCHEN), and government/authority services (Leistungszentrum für Behörden), with individual consumers identified as the primary customer segment and enterprise/government fleet as secondary segments.

The group's technology stack centers on digital service and sales extensions layered onto the physical dealership footprint. These include CROSS-Cam, which transmits workshop photos and videos to customers for remote approval of additional work; Online Live-Beratung, a Microsoft Teams-based live video consultation channel for vehicle configuration and purchase discussions; Terminbuchung Online (TBO) and Service Buchung Online (SBO) booking systems integrated with Volkswagen ID and myAudi ID manufacturer identities; and the carLOG customer portal for service history and master data access. Marketing and reputation operations are consolidated through Facelift Cloud (multi-network social media management) and Yext (review monitoring across Google MyBusiness, mobile.de, Autoscout24, and Facebook), with paid search via Google Ads with conversion tracking. The group holds a §34c GewO loan-brokerage permit and registered insurance intermediation authorization, enabling bundled financing and insurance attach at point of sale.

The go-to-market model is direct-to-consumer through physical showrooms with a sales-led field force at each brand center, supplemented by digital channels (online search, live video consultation, remote booking) that act as mid-funnel feeders rather than independent transaction surfaces. Revenue mechanics are predominantly transactional (vehicle sales, parts) with recurring service revenue from workshops, fleet contracts, and warranty extensions. MAHAG is managed by three Geschäftsführer (Andreas Fehervary, Martin Lohmann, Jörg Kamenz) and operates through wholly owned subsidiaries Audi München GmbH, MAHAG Sportwagen Zentrum Albrechtstraße GmbH (Lamborghini), and SZM Sportwagen Zentrum München GmbH (Porsche), with MAHAG Automobilhandel und Service GmbH & Co. oHG as the primary operating partnership.

Name

MAHAG Gruppe

Legal name

MAHAG GmbH

Website

https://mahag.de

Company type

Private

Founded year

1923

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

MAHAG Gruppe is a Munich-based, privately held multi-brand automotive dealership group and VGRD Gruppe member, operating authorized retail and service for Volkswagen, Audi, Porsche, Lamborghini, and Volkswagen Nutzfahrzeuge across more than 15 locations in the Munich metropolitan area, serving individual consumers, fleet customers, and government authorities.

Ownership category

akta.pro rank

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices16 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Vehicle Sales (New Vehicles): Sale of new automobiles across multiple premium brands including Volkswagen, Audi, Lamborghini, Porsche, and Volkswagen Nutzfahrzeuge through dedicated brand centers and showrooms.
2. Vehicle Sales (Used Vehicles): Sale of certified pre-owned vehicles and used cars, including certified Gebrauchtwagen with 360-degree technical, optical, and maintenance checks plus warranty.
3. Workshop and Maintenance Services: Vehicle maintenance, inspection, repair services, and extended warranty offerings through certified workshop facilities.
4. Parts and Accessories Sales: Sale of original brand parts and accessories including Audi parts, Volkswagen parts, bicycle carriers, and other vehicle accessories.
5. Vehicle Trade-in Services: Vehicle purchase (Fahrzeugankauf) from customers as trade-in or direct sale, with promotional offers such as 5% bonus on appraised trade-in value.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

MAHAG Gruppe is an authorized multi-brand automotive dealership group headquartered in Munich, selling new vehicles for Volkswagen, Audi, Lamborghini, Porsche, and Volkswagen Nutzfahrzeuge through brand-specific showrooms and service centers. The company also sells certified pre-owned vehicles, runs full-service workshops for maintenance and repair, supplies original parts and accessories, handles vehicle trade-ins, offers extended warranty and glass repair, and provides corporate fleet management through VGRD FLEET MÜNCHEN. Digital service extensions include CROSS-Cam remote workshop communication, live video consultation, online appointment booking, and a customer portal.

Product overview

MAHAG Gruppe is a multi-brand automotive dealership group operating as part of the VGRD Gruppe, offering comprehensive vehicle sales and service across five premium brands: Volkswagen, Audi, Volkswagen Nutzfahrzeuge (commercial vehicles), Lamborghini, and Porsche. The portfolio spans new and certified pre-owned vehicle sales, full-service workshops, original parts and accessories, and digital customer services. Digital offerings include CROSS-Cam (workshop photo/video communication), Online Live-Beratung (video consultation via Teams), Terminbuchung Online and Service Buchung Online (integrated with Volkswagen ID and myAudi ID manufacturer accounts), and the carLOG customer portal. Physical locations include multiple Volkswagen Zentrum and Audi Zentrum facilities, dedicated commercial vehicle and sports car centers, and used vehicle outlets throughout Munich and Dachau.

Differentiator

Problem solved

Functional benefit

Brands

• Volkswagen Zentrum München: Volkswagen dealership and service center operations in Munich
• Audi Zentrum München
• Audi München
• Volkswagen Nutzfahrzeugzentrum München
• Lamborghini München
• Porsche Zentrum München
• VGRD FLEET MÜNCHEN
• OutletCars.de
• CROSS-Cam
• NORA

Products and services

• Volkswagen Neuwagen (New Vehicles) Sales of new Volkswagen passenger vehicles through multiple Volkswagen Zentrum locations in Munich, including model selection, configuration, and authorized dealership services for individual consumers and businesses.
• Audi Neuwagen (New Vehicles) Sales of new Audi vehicles including A3, A4, A5, A6, A7, A8, Q3, Q5, Q7, Q8, e-tron GT, and fully electric models (Q4 e-tron, Q6 e-tron) at Audi Zentrum München locations in Albrechtstraße and Hochstraße.
• Volkswagen Nutzfahrzeuge (Commercial Vehicles) New and used commercial vehicle sales for Volkswagen Nutzfahrzeuge (Transporter, Caddy, Multivan, e-Transporter, ID. Buzz Cargo) at the dedicated Volkswagen Nutzfahrzeugzentrum München at Karl-Schmid-Straße 12, with Gewerbeleasing terms available for commercial customers.
• Lamborghini München Authorized Lamborghini dealership at Leonrodstraße 44, Munich, operated by MAHAG Sportwagen Zentrum Albrechtstraße GmbH, offering new Lamborghini model sales and authorized service.
• Porsche Zentrum München Authorized Porsche dealership operated by SZM Sportwagen Zentrum München GmbH across three Munich locations — Porsche Zentrum München (Schleibingerstraße), Porsche Zentrum München Süd (Drygalski-Allee), and Porsche Zentrum Olympiapark (Triebstraße) — offering new and used Porsche sales and authorized service.
• Certified Pre-Owned Vehicles (Volkswagen & Audi Gebrauchtwagen) Certified pre-owned Volkswagen and Audi vehicles, including the ID.4 and ID.7 electric models. Volkswagen Gebrauchtwagen operates under the 'Das WeltAuto' brand with 360-degree technical, optical, and maintenance checks plus warranty. Audi Gebrauchtwagen :plus is offered at the Audi Gebrauchtwagen :plus Zentrum München in Eching.
• Werkstatt & Service (Workshop and Maintenance) Full-service automotive workshop offering maintenance, inspection, warranty extensions, glass repair, and original parts and accessories across all brand locations. Includes the NORA performance and repair center at the Frankfurter Ring location.
• Großkunden / Fuhrparkmanagement (Corporate Fleet Management) Corporate fleet management services operated under VGRD FLEET MÜNCHEN, providing consultation on mobility solutions, fleet vehicle procurement, leasing, and managed maintenance for business and authority customers.
• OutletCars (Used Vehicle Outlet) Fixed-price used car outlet offering immediately available, reliable pre-owned vehicles in tested quality at discounted outlet prices across multiple Munich locations.
• Fahrzeugankauf (Vehicle Purchase / Trade-in) Vehicle purchase service allowing customers to sell their current vehicle to MAHAG, including evaluation, appraisal, and promotional trade-in bonuses such as a 5% bonus on appraised trade-in value.
• Mietwagen-Service (Rental Car Service) Rental car service providing temporary replacement vehicles for customers during workshop visits and service appointments.
• Garantieverlängerung (Extended Warranty) Extended warranty programs for vehicles beyond standard manufacturer warranty coverage, available across the group's brand locations.
• Auto Glasreparatur (Glass Repair) Automotive glass repair and replacement services for vehicle windshields and windows, offered through the workshop service network.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

One partnership is on record.

• VGRD Gruppe (Volkswagen Group Retail Deutschland)coreOthersMAHAG is a company within the VGRD Gruppe (Volkswagen Group Retail Deutschland), which operates as the retail organization for Volkswagen Group brands in Germany. This relationship provides MAHAG with authorized dealer status for multiple premium automotive brands.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Max Moritz Gruppe: Mid-sized German automotive group representing VW Group brands across multiple locations. Comparable multi-brand authorized dealer model with similar brand portfolio focus.
• Senger Gruppe: Large German multi-brand automotive retail group operating authorized dealerships for VW, Audi, Porsche, and other brands. Comparable to MAHAG as another large-scale multi-brand dealership group within the German market.
• AVAG Holding: German multi-brand automotive retail group operating authorized dealerships for VW, Audi, and other major OEMs with full sales, service, and parts. Closely comparable to MAHAG in model, brand portfolio, and market (Germany/Bavaria region).
• Emil Frey Group: One of Europe's largest independent multi-brand automotive retail groups, operating authorized dealerships across premium and volume brands with full sales, service, and parts operations. Highly comparable to MAHAG's multi-brand dealership model across premium OEMs.
• Feser-Graf Group: German premium auto dealer group representing Audi, VW, Porsche, and other brands across multiple locations in Southern Germany. Directly comparable multi-brand premium retail and service model to MAHAG.
• Rosier Gruppe: German premium automotive dealer group focused on VW Group brands (Audi, VW, Porsche) with full sales, service, and parts operations. Closely comparable multi-brand premium model in Germany.
• Hahn Gruppe: German automotive retail group operating authorized VW, Audi, and Skoda dealerships with service and parts operations. Comparable multi-brand VW Group dealership model in Germany.
• Volkswagen Group Retail Deutschland (VGRD Gruppe): Parent retail organization of MAHAG within the VW Group, operating authorized dealerships for VW Group brands across Germany. Closely comparable as MAHAG's parent entity and operating peer.

Others

• Mobile.de: Major German online vehicle marketplace for new and used cars. Used by MAHAG for review monitoring (Yext integration) and represents an adjacent online discovery channel for its used vehicle operations.
• AutoScout24: Leading European online vehicle marketplace connecting buyers and sellers of new and used cars. Adjacent to MAHAG's used car business (OutletCars, Audi :plus, VW Gebrauchtwagenzentrum) as an alternative-discovery channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/volkswagen.muenchen
• Instagraminstagram.com/mahagmuenchen
• LinkedInlinkedin.com/company/mahag-gruppe

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 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 MAHAG Gruppe