What PKW.de does

PKW.de, legally Pkw.de Digital Mobility Solutions GmbH, operates a digital two-sided automotive marketplace headquartered in Düsseldorf, Germany. Founded in 2012 as KlickUp GmbH and operating today as the third-largest car marketplace in Germany, the platform connects private car buyers and sellers with commercial dealers across consumer purchase, consumer sale via auction, dealer listing, and dealer inventory acquisition. Consumer-facing products include online car purchase with free doorstep delivery, a 14-day return right, and minimum one-year warranty (vehicles capped at two years old and 60,000 km), plus digital vehicle valuation and sale to verified dealers through auction.PKW.de. Sub-brands so-gut-wie-neuwagen.de (consumer purchase) and verkauf-deinen-gebrauchten.de (consumer sale) extend reach into distinct funnel journeys.

Name

PKW.de

Legal name

Pkw.de Digital Mobility Solutions GmbH

Website

https://pkw.de

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

PKW.de operates Germany's third-largest digital automotive marketplace, connecting private car buyers and sellers with commercial dealers through online purchase, auction, valuation, and end-to-end transaction services across Germany.

Ownership category

akta.pro rank

Product category

Online Automotive Marketplace

NAICS

Automobile Dealers (4411), Used Car Dealers (441120), Motor Vehicle and Parts Dealers (441)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

akta.pro secondary industry

Automotive Vehicles & Parts C2C (CRAFAKAE)

Keywords

• Used car marketplace
• Vehicle valuation
• Automotive classifieds
• Online car trading
• Dealer management software

Headquarters

HQ city

Düsseldorf

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Dealer Subscription Fees: Monthly subscription fees from commercial dealers for access to the PKW.de platform, DMS dashboard, listing tools, and dealer services. Tiers: Business Pro (€29/mo) and Business Premium (€49/mo).
2. Online Vehicle Sales Commission: Dealers sell vehicles through the online sale channel nationwide with delivery handled by PKW.de, accessing 98% market reach. Commission or transaction fees likely apply.
3. Auction Platform Fees: Transaction fees from auction.PKW.de where dealers purchase vehicles from private sellers. Fees based on vehicle value.
4. Plugin & Software Licensing: Dealers can purchase additional plugins: Purchase Plugin (vehicle acquisition), Vehicle Valuation, Website Builder, Customer Reviews. Monthly fees apply.
5. Registration & Delivery Services: Optional paid services: vehicle registration through TÜV Rheinland partner (€199), delivery via logistics partner (€350 for electric vehicles or €0 for standard vehicles on own axle within Germany).

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels11 records

Core offering

PKW.de operates a digital automotive marketplace platform where private consumers buy and sell used vehicles online with free nationwide delivery, and where commercial dealers list inventory through subscription-based access (Business Pro €29/month, Business Premium €49/month). The platform bundles a TÜV-Rheinland certified, AI-powered vehicle valuation algorithm, a Dealer Management System dashboard, an online auction (auktion.PKW.de), and nationwide online sales service, supported by integrated financing, registration, and delivery services.

Product overview

PKW.de operates as a platform-plus-modules architecture comprising consumer-facing services (online vehicle purchase and sale) and a dealer business platform. The core dealer products include the Autobörse (marketplace starting at €29/month), the auction platform (auktion.PKW.de), and Online-Verkauf (nationwide sales with delivery). The AI-powered Fahrzeugbewertung (vehicle valuation) serves as a central capability underlying multiple products. Dealer products are offered through tiered subscriptions (Business Pro at €29/month, Business Premium at €49/month, and Business Individual on request). Additional capabilities include the DMS Dashboard, Ankauf Plugin, Fahrzeug-Suche Plugin, Kundenbewertungen, Meine Webseite, and Autowertermittlung. The company also operates sub-brands so-gut-wie-neuwagen.de for consumer sales and verkauf-deinen-gebrauchten.de for consumer vehicle sales via auction. Founded in 2012 as KlickUp GmbH, rebranded to pkw.de Autobörse GmbH in 2016, and became Pkw.de Digital Mobility Solutions GmbH in 2022.

Differentiator

Problem solved

Functional benefit

Brands

• auktion.PKW.de: Auction platform for private customer vehicles with professional appraisal, enabling dealers to purchase directly without intermediaries.
• so-gut-wie-neuwagen.de
• verkauf-deinen-gebrauchten.de

Products and services

• PKW.de Autobörse (Auto Marketplace) Primary automotive classifieds platform enabling commercial dealers to list vehicles for sale nationwide, with digital showroom (up to 30 high-resolution photos), DMS dashboard with market value analysis, AI-powered automated data import, price verification badges, and customer review systems.
• auktion.PKW.de (Auction Platform) Online auction marketplace connecting private vehicle sellers with verified commercial dealers through a competitive bidding mechanism, eliminating intermediaries and providing professional inspection reports with deregistered vehicles.
• Online-Verkauf (Online Sales) Dealer service that enables nationwide vehicle sales with PKW.de handling logistics, positioning, and delivery to provide dealers with 98% market reach through worry-free transaction completion.
• Auto online kaufen (Online Car Purchase) End-customer service for purchasing used vehicles online (max 2 years old, up to 60,000 km) with free doorstep delivery within Germany, minimum 1-year warranty, 14-day return policy, and integrated financing, registration, and insurance handling.
• Auto verkaufen (Online Car Sale) Digital vehicle selling service enabling users to receive a free price valuation in under 1 minute, set their own starting auction price, and sell to verified professional dealers via auction, with bundled deregistration and pickup.
• PKW.de Fahrzeugbewertung (Vehicle Valuation) TÜV-Rheinland certified valuation service that calculates fair market prices by analyzing hundreds of thousands of vehicles daily against price, mileage, first registration, and equipment, processing over 1,000 data points per vehicle with historical and forecast pricing.
• PKW.de Ankauf Plugin (Purchase Plugin) Standalone widget for dealer websites that delivers TÜV-Rheinland certified vehicle valuations to site visitors and enables booking on-site appointment slots; sold separately through the App Market with pricing on request.
• PKW.de Fahrzeug-Suche Plugin (Vehicle Search Plugin) Standalone plugin that displays PKW.de vehicle listings on a dealer's own website, allowing visitors to browse and search the dealer's inventory directly through the dealer's site; sold separately through the App Market.
• PKW.de Kundenbewertungen (Customer Reviews) Standalone customer review module that enables dealers to build trust and attract customers through verified customer testimonials and ratings; sold separately through the App Market.
• PKW.de Meine Webseite (My Website) Custom dealer website creation service including .de domain registration, SEO-optimized content, branded design, SSL encryption, and GDPR/EU-compliant legal pages with optional plugins for vehicle search and purchase; sold separately.
• PKW.de Autowertermittlung (Vehicle Value Assessment) Standalone dealer-facing valuation tool providing TÜV-Rheinland certified purchase prices in seconds, based on 1.5 million completed valuations, with unlimited usage, 24/7 availability, and mobile compatibility; sold separately through the App Market.

Quantifiable outcome

• ~10 million search queries per year
• +4 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability4 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• TÜV RheinlandcoreImplementation/ SI/ Consulting PartnerOfficial registration service partner handling vehicle registration, license plates, and related paperwork for online purchases. Charges €199 per registration.
• Car ControllingcoreChannel Partner/ Reseller/ DistributorLogistics delivery partner handling vehicle transport to customers. Offers own axle delivery (up to 3.5t, free) or forwarding agent delivery (€350, required for EVs).
• Bank11coreGTM or Marketing PartnerFinancing partner for online vehicle purchases. Provides quick online financing application integrated into PKW.de purchase flow.
• 90+ Data Service ProviderscoreTechnology or IntegrationNetwork of 90+ data providers and interfaces enabling AI-powered automated vehicle data import into dealer management systems. Includes major automotive data services.
• XAD spoteffectsminorGTM or Marketing PartnerTV attribution service measuring effectiveness of TV campaigns by correlating website visits and new customers with TV ad broadcasts.
• Facebook Ireland LimitedminorGTM or Marketing PartnerFacebook Pixel implementation for conversion tracking, remarketing, and custom audience targeting on Facebook and Instagram advertising platforms.
• Taboola Germany GmbHminorGTM or Marketing PartnerNative advertising platform for personalized content and product recommendations on third-party websites.

Scale indicators10 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• AutoScout24: Germany's largest online car marketplace; directly competes with PKW.de in used car listings, dealer subscription tools, and consumer vehicle search, and is the dominant incumbent PKW.de is positioned against as the #3 player.
• mobile.de: One of Germany's leading automotive classifieds platforms (backed by Adevinta/eBay); directly comparable to PKW.de in dealer listings, consumer search, and B2B dealer SaaS tools.
• Auto1.com: Berlin-based digital used-car platform operating a B2B trading platform (Auto1.com) plus consumer brands; directly comparable in online used car sourcing from private sellers and dealer inventory redistribution.
• Carwow: UK-origin online car marketplace with German operations; offers dealer lead generation and online car buying/selling, comparable to PKW.de's marketplace plus transaction services.

Emerging players

• HeyCar: Volkswagen-backed online used-car marketplace in Germany focused on certified quality vehicles; competes with PKW.de in online used car discovery but with an OEM-aligned inventory model.
• CarVertical: Vehicle history and data platform providing used car background checks and valuation; comparable to PKW.de's valuation algorithm and data-driven transparency positioning, though focused on vehicle history rather than transactions.

Broad incumbents

• TrueCar: US online automotive marketplace connecting consumers with dealers via transparent pricing; comparable business model in digital dealer-to-consumer car transactions, though operating in the US.
• Schwacke (Autovista Group): Established German vehicle valuation and residual-value provider for the automotive industry; directly comparable to PKW.de's TÜV-certified Fahrzeugbewertung but as a legacy wholesale data incumbent rather than a consumer marketplace.
• DAT Group: German automotive data and valuation provider offering used-car price references; directly comparable to PKW.de's valuation algorithm and one of the traditional pricing references PKW.de explicitly positions against.

Regional players

• Carsome: Used-car marketplace and B2B auction platform operating across Southeast Asia; comparable platform-plus-ecosystem model to PKW.de (listings, dealer auctions, valuation), though geographically distant.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@pkwde-official
• Facebookfacebook.com/pkwde
• Instagraminstagram.com/pkw_de
• Xx.com/pkwde
• LinkedInlinkedin.com/company/pkw-de

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

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 PKW.de