Wellergruppe

What Wellergruppe does

WELLER (formerly Wellergruppe / WELLERGRUPPE) is one of Germany's largest privately held automotive dealership groups, operating 44 owned retail showrooms nationwide as of October 2025 and serving both private retail customers and commercial fleet operators. The company sells new vehicles across more than ten OEM brands — BMW, MINI, TOYOTA, LEXUS, SEAT, CUPRA, MG, BYD, Horwin, Microlino, BMW Motorrad, and Hyundai — alongside certified pre-owned programs (BMW Premium Selection, MINI Next) and a sizeable used-vehicle inventory, then captures downstream economics through in-house leasing/financing, the WELLerversichert insurance product, the Fahrzeugankauf trade-in service, and an aftersales workshop network handling 60,000+ visits per year.

The group is organized under the holding entity WELLER Holding SE & Co. KG as two operating subsidiaries: WELLER Premium (BMW/MINI/SEAT/CUPRA/MG/BYD) and WELLER Performance (TOYOTA/LEXUS/SEAT/CUPRA/MG), with centralized shared services in HR, Finance, Risk Management, Real Estate, Legal, and Marketing. Core proprietary assets are operational rather than software-native: the BMW Retail.Next customer-experience concept, a Batteriezertifikat EV battery-health certificate, certified pre-owned and warranty-extension programs (BMW & MINI Garantie, TOYOTA & LEXUS Relax Garantie), an online vehicle marketplace (Fahrzeugmarkt), and a Classicline classic-car service program. The company is founder-controlled by Burkhard Weller alongside managing directors Jörg Hübener (Personnel/Finance) and Werner Söcker, and operates an unusually high 25% apprenticeship rate to feed its technician and sales pipeline.

Revenue is generated through transactional vehicle gross profit (42,000+ new and used vehicles in 2023), workshop service fees, parts sales, financing/lease commission, insurance commission, and trade-in margins. The company reported calendar-year 2023 revenue exceeding €1.4 billion on a 2,200+ employee base, and growth has accelerated in 2024–2025 (Q1 2025 new-vehicle orders +30% YoY; workshop visits +11% YoY) alongside two completed acquisitions (Block am Ring in June 2025, Autohaus Portak in October 2025) and a new BYD franchise partnership, taking the network to 44 locations.

Name

Wellergruppe

Legal name

WELLER Holding SE & Co. KG

Website

https://wellergruppe.de

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

501–1,000 employees

Short description

WELLER is a privately held German multi-brand automotive dealership group operating 44 owned retail showrooms nationwide, selling new and used vehicles across 10+ OEM brands (BMW, MINI, Toyota, Lexus, SEAT, CUPRA, MG, BYD, BMW Motorrad, Hyundai) and serving retail consumers and commercial fleet customers with sales, leasing, aftersales, and insurance.

Ownership category

akta.pro rank

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices38 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new vehicles across 10 brands (BMW, MINI, TOYOTA, LEXUS, SEAT, CUPRA, MG, BYD, Horwin, Microlino). Revenue from direct retail sales and fleet transactions.
2. Used Vehicle Sales: Sale of pre-owned vehicles including certified programs (BMW Premium Selection, MINI Next) with extended warranties. One of Germany's largest used vehicle offerings.
3. Aftersales Service & Repairs: Vehicle maintenance, repairs, and parts sales through workshop operations. Over 60,000 workshop visits annually.
4. Vehicle Leasing & Financing: Leasing and financing products offered to retail and business customers for vehicle acquisition.
5. Vehicle Trade-in: Purchase of used vehicles from customers as trade-in or direct acquisition (Fahrzeugankauf).

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Wellergruppe is one of Germany's largest privately held multi-brand automotive dealership groups, operating 44 retail locations nationwide. The company sells new and used vehicles across 10 brands (BMW, MINI, TOYOTA, LEXUS, SEAT, CUPRA, MG, BYD, Horwin, Microlino, BMW Motorrad), provides aftersales service and repairs through its workshop network, offers leasing and financing products, and supplies in-house vehicle insurance (WELLerversichert) and certified pre-owned programs (BMW Premium Selection, MINI Next). It serves both retail consumers and business fleet customers through owned showrooms, an online vehicle marketplace, and dedicated commercial sales teams.

Product overview

Wellergruppe is a large German automotive dealership group operating as a multi-brand dealer network. The company offers a unified automotive retail platform comprising vehicle sales (new and used), vehicle service and repair, financing, insurance, and fleet management. The portfolio includes 10+ vehicle brands: BMW, MINI, Toyota, Lexus, SEAT, CUPRA, MG, BYD, Horwin, Microlino, and BMW Motorrad. Certified pre-owned programs include BMW Premium Selection and MINI Next. The group provides comprehensive after-sales services including warranties, battery certification for electric vehicles, online appointment booking, and a classic vehicle program. Wellergruppe operates 42+ locations across Germany and was formed in October 2024 through the merger of AUTO WELLER, B&K, and AUTO SAXE brands.

Differentiator

Problem solved

Functional benefit

Brands

• WELLER Premium: BMW, MINI, SEAT, CUPRA, MG, BYD dealership operations
• WELLER Performance
• BMW Premium Selection
• MINI Next
• SAXEWALD
• WELLERCHANCE

Products and services

• WELLER Premium Dealership Operations Multi-brand premium automobile dealership operation selling new and used vehicles of BMW, MINI, SEAT, CUPRA, MG, and BYD brands, providing sales, service, and financing at 31 BMW locations and additional MINI/SEAT/CUPRA/MG/BYD locations across Germany. Targeted at premium-brand private buyers and fleet customers.
• WELLER Performance Dealership Operations Multi-brand volume and luxury automobile dealership operation selling new and used vehicles of TOYOTA, LEXUS, SEAT, CUPRA, and MG brands, providing sales, service, and financing across multiple locations in Germany. Targeted at retail and fleet customers seeking reliable hybrid and conventional vehicles.
• BMW Premium Selection (Certified Pre-Owned)

Quantifiable outcome

• Over 42,000 vehicles sold in 2023 with €1.4+ billion revenue
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Autohaus PortakminorStrategic or Co-development Partner · 1 October 2025Acquisition of SEAT and CUPRA dealership in Herford (October 2025). 5,000 sqm facility. All employees retained. Located on same site as existing BMW/MINI/MG location enabling synergies. 4th SEAT/CUPRA location for WELLER.
• BYDcoreChannel Partner/ Reseller/ Distributor · 1 July 2025WELLER became authorized BYD trading partner in July 2025. Sales and service offered at 4 locations: Osnabrück Sutthauser Straße, Bad Salzuflen, Hamburg-Harburg, and Hamburg-Bergedorf. BYD is the world's largest manufacturer of electrified vehicles. WELLER views BYD as strategically fitting brand given electromobility trends.
• Block am Ring GroupcoreStrategic or Co-development Partner · 1 June 2025Acquisition of Block am Ring Group in June 2025 (pending cartel approval). Seven locations in Braunschweig, Goslar, Hildesheim, Peine, Salzgitter, Wernigerode, Wolfenbüttel. Block am Ring is the world's oldest BMW dealer (nearly 130 years). 260 employees, ~3,000 vehicles/year. WELLER now operates 31 BMW locations.
• Toyota DeutschlandcoreGTM or Marketing Partner · 1 June 2025Toyota Deutschland and Toyota Kreditbank supported WELLER's exclusive sales event in Berlin (June 2025). Event featured new vehicle sales staff from WELLER network. Toyota Kreditbank provided backing for sales event activities.
• Diakonie HerfordminorOthers · 1 March 2025Diakonie Herford (social welfare organization) became fleet customer, receiving 108 vehicles in a comprehensive volume deal. Non-profit social services organization requiring fleet vehicles for operations.
• LexuscoreGTM or Marketing Partner · 1 January 2025Co-sponsorship of Kieler Woche 2025 as main sponsor alongside Lexus. Kieler Woche is Europe's largest summer sailing festival with millions of visitors. WELLER and Lexus shared hospitality, vehicle displays, and promotional activities throughout the event.
• GOLDBECKminorImplementation/ SI/ Consulting Partner · 1 January 2025Construction partner for new parking garage at Hamburg-Harburg location. GOLDBECK building 265 parking spaces on ~7,000 sqm with integrated vehicle preparation. Construction via GOLDBECK parking system with high prefabrication degree, completion expected May 2026.
• Stiftung Wald für SachsenminorOthers · 1 January 1997Environmental partnership since 1997 through SAXEWALD project. WELLER Leipzig locations partner with foundation for annual tree planting around Kulkwitzer See. Over 60,000 trees planted on 13.5 hectares. 500+ trees planted annually through Wandertag events.

Scale indicators22 records

Recent moves17 records

Expansion highlights6 records

Direct peers

• AVAG Holding GmbH: Augsburg-based multi-brand automotive retail group operating numerous German dealerships across premium and volume brands — directly comparable to WELLER in scale, multi-brand breadth and Bavarian/Southern Germany footprint.
• LUEG Gruppe: Bochum-headquartered multi-brand automotive retail group in Western Germany, representing premium and volume OEMs across many branches — comparable to WELLER's BMW/Toyota/Lexus multi-brand strategy and large German scale.
• Emil Frey Gruppe: Swiss-headquartered pan-European automotive retail and distribution group with substantial German operations — comparable in brand breadth, premium-mass-market mix and acquisition-driven growth, though larger internationally.
• Dello Gruppe: Hamburg-based automotive retail group operating across multiple premium and volume brands in Northern Germany — overlaps directly with WELLER's Hamburg-Harburg, Lüneburg, Winsen and surrounding catchment area.

Broad incumbents

• Volkswagen Group Retail Deutschland: OEM-owned retail arm of the Volkswagen Group in Germany operating VW/Audi/Skoda/etc. dealerships nationally — comparable dealer footprint to WELLER but aligned to a single OEM group, a wider multi-brand portfolio than independent peer.
• Inchcape plc: London-listed global automotive distributor and retailer with multi-brand operations across markets — a listed comparable for international multi-brand auto retail scale, though with a different geographic mix and distribution-led model.
• Lithia Motors: US-headquartered, publicly listed multi-brand automotive retailer with an aggressive M&A growth playbook — broader incumbent comparable demonstrating how scale, store roll-up and digital retail translate into valuation in the dealer sector.

Others

• AutoScout24 GmbH: Germany's largest online vehicle marketplace for new and used cars — not a direct competitor but an adjacent ecosystem player that intermediates WELLER's used-vehicle inventory to retail buyers across Germany.
• mobile.de: A major German online vehicle classifieds and marketplace platform — adjacent digital channel where WELLER lists used inventory and competes for consumer attention, but does not directly overlap with WELLER's owned retail operations.
• Cox Automotive: Global automotive services group spanning dealer software, remarketing and aftersales — adjacent to WELLER's dealer-management and used-vehicle remarketing operations, providing comparable infrastructure benchmarks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@wellergruppe-de
• Facebookfacebook.com/wellergruppe/?locale=de_DE
• Instagraminstagram.com/wellergruppe
• TikToktiktok.com/@wellergruppe

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries7 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 Wellergruppe