Premio Reifen + Autoservice

What Premio Reifen + Autoservice does

Premio Reifen + Autoservice is a German tire retail and automotive service franchise operated locally by Bierbaum GmbH at Stettiner Str. 17, 56564 Neuwied, Germany. The legal entity (HRB 15014, Montabaur; managing director Steffen Stutzmann) is a privately held GmbH and a franchise partner (Premio-Partner) of Goodyear Retail Systems GmbH, which operates the national Premio brand and the premio.de platform. The Premio network claims more than 250 branches across Germany.

The business combines a physical retail and workshop location with an integrated digital storefront. Core products include a catalog of more than 26,675 tire SKUs from approximately 30 manufacturers (Goodyear, Cooper, Fulda, Continental, Michelin, Bridgestone, Pirelli, Dunlop, Hankook, Falken, Kumho, Nexen, Maxxis, Vredestein and others), a 3D Felgenkonfigurator rim configurator, complete-wheel (Komplettrad) packages with TPMS, and a dedicated Premio Tuning Shop. Underlying platform capabilities include a web-based tire search filterable by brand, dimensions, speed/load index, fuel efficiency, wet grip and noise, plus an online Terminbuchung appointment booking tool for the local workshop. The service offering is structured as a certified Kfz-Meisterbetrieb covering tire mounting/change, balancing, axle alignment, storage, oil change, A/C service, brake service, autoglas, inspection, HU/AU preparation (with an external TÜV partner), and a separate LKW/NFZ service for commercial vehicles that includes a mobile on-site truck tire service, breakdown support, and retreading (Runderneuerung) for fleet customers (Flottenkunden).

Revenue mechanics are predominantly transactional and unit-priced: one-time tire/rim/accessory sales at per-tire prices including VAT (e.g., Fulda SportControl 2 from €64.95, Goodyear EfficientGrip Performance 2 from €93.95), a service fee for mounting/balancing/standard valve added to the cart, fee-based workshop services, and recurring/contract-based fleet and tuning revenue streams. The go-to-market mixes direct-to-consumer retail (walk-in, click-and-collect), a national franchise channel (250+ locations), and an event-driven commercial fleet motion, with a digital marketing layer spanning SEO city pages, Facebook, Instagram, YouTube, email, and an epaper tuning catalog.

Name

Premio Reifen + Autoservice

Legal name

Bierbaum GmbH

Website

https://neuwied.premio.de

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Premio Reifen + Autoservice is a German tire and auto-service franchise operated locally by Bierbaum GmbH in Neuwied. It sells tires, rims and tuning parts online and in-store, and offers a certified Kfz-Meisterbetrieb workshop, mobile LKW service, and fleet contracts under the national 250+ location Premio brand.

Ownership category

akta.pro rank

Headquarters

HQ city

Neuwied

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Online tire and rim retail: Sale of tires, rims, complete wheels (Kompletträder) and accessories via the integrated online shop. Customers order online and pick up at the Bierbaum GmbH branch. Prices are unit-based per tire and include VAT; the contract is concluded in German.
2. Mounting and workshop services: Fee-based add-on services (tire mounting, balancing, wheel change, standard valve) automatically added to the cart and removable on request, plus workshop services such as axle alignment, oil change, inspection, brake service, climate service, autoglass, HU/AU preparation, and tire storage.
3. Tuning parts retail and catalog: Sale of tuning products (rims, suspension, brake technology, sport exhausts, lubricants, care products, accessories) via the Premio Tuning Shop and printed/online Premio Tuning catalog (around 300 pages).
4. Fleet and commercial vehicle (LKW) services: Recurring/contract-based services to fleet customers and commercial operators including truck tire service, breakdown assistance, mobile on-site truck service, and retreading (Runderneuerung).

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Premio Reifen + Autoservice in Neuwied (operated by Bierbaum GmbH) is a local franchise branch of the nationwide Premio network that sells tires, alloy/steel rims, complete wheels, and tuning parts and provides certified master-workshop services including tire mounting, balancing, axle alignment, tire storage, oil change, brake service, climate service, inspection, and HU/AU preparation. It also serves fleet and commercial-vehicle customers with truck tire service, mobile breakdown support, and retreading. Customers can order online and pick up at the branch via click-and-collect.

Product overview

Premio Reifen + Autoservice is operated locally by the franchise partner Bierbaum GmbH in Neuwied as part of the nationwide Premio network (more than 250 locations in Germany). The offering is structured as a single integrated platform of products and services, not a multi-module SaaS: at its core sits the Premio Reifen Online-Shop (catalog of over 26,000 tire SKUs across brands such as Goodyear, Cooper, Fulda, Debica, Michelin, Continental, Bridgestone, Pirelli, Dunlop, Hankook, Falken, Kumho, Nexen, Maxxis and Vredestein) combined with the 3D Felgenkonfigurator wheel configurator and the online Terminbuchung appointment booking tool. The shop is paired with three physical service modules: Reifenservice (tire mounting, balancing, axle measurement, storage, repair, TPMS, tire insurance), Autoservice/Werkstatt (a certified Kfz-Meisterbetrieb master workshop offering oil change, A/C service, inspection, brakes, HU/AU main inspection, auto glass and safety check), and LKW-/NFZ-Service / Flottenkunden (truck tire service, breakdown service, mobile truck service, retreading, fleet customers). Complementary offerings include the Felgen product category (alloy/steel/complete wheels), the Premio Tuning sub-brand (suspension, brakes, sport exhausts, accessories and the PTK2026 tuning catalog) and the Premio Mobilitätsgarantie mobility guarantee add-on.

Differentiator

Problem solved

Functional benefit

Brands

• Premio Tuning: Network-branded tuning product line (wheels, suspension, brakes, exhausts, accessories) with its own print catalogue and online shop, operated under the Premio umbrella.

Products and services

• Tire retail (summer, winter, all-season, run-flat, UHP, SUV, EV) Sale of tires (summer, winter, all-season, run-flat, UHP, SUV, electric-vehicle fitments) from approximately 30 manufacturers through the national Premio online shop with click-and-collect and optional paid mounting at the Neuwied branch. For private car drivers and small businesses selecting replacement or upgrade tires.
• Wheels and rims (alloy, steel, complete wheels) Retail of alloy wheels, steel wheels, and complete wheels (Kompletträder) in summer, all-season and winter variants, with optional TPMS (RDKS) sensors, filterable by brand, inch size, color, and TÜV registration. Supports 3D visualization on the customer's vehicle model.
• Tire service (Reifenservice)

Quantifiable outcome

• Bierbaum GmbH Neuwied branch rated 4.4/5 on Google based on 192 reviews
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

28 partnerships are on record, tiered flagship, core and minor.

• Goodyear Retail Systems GmbHflagshipStrategic or Co-development PartnerGoodyear Retail Systems GmbH (Xantener Str. 105, 50733 Köln) is the central operating entity that runs the Premio.de platform, the partner network, and accessibility/cookie policy; the Bierbaum GmbH branch operates as a Premio partner within this group. Provides the digital storefront, online shop, marketing infrastructure, and brand framework for the local partner.
• Goodyear (tire brand)flagshipOEM/ Whitelabel/ Licensing PartnerGoodyear is the lead tire brand carried by the branch and a key driver of the Premio/GDY retail relationship. Featured products include Goodyear EfficientGrip Performance 2, Eagle F1 Asymmetric 5 and 6, Vector 4Seasons Gen-3, UltraGrip Performance 3, Eagle F1 SuperSport, and Vector 4Seasons Cargo.
• Cooper TirecoreOEM/ Whitelabel/ Licensing PartnerCooper is one of the prominent tire brands stocked by Premio, including Cooper SUMMER, Cooper SUMMER 1D, and Cooper ALL SEASON VAN; promoted on the homepage and on the Cooper Tires landing page.
• Fulda (Goodyear brand)coreOEM/ Whitelabel/ Licensing PartnerFulda is a Goodyear-owned budget-to-mid-range brand heavily promoted across the Premio shop, including Fulda SportControl 2, EcoControl, EcoControl HP, Ecocontrol HP2 and MultiControl.
• ContinentalcoreOEM/ Whitelabel/ Licensing PartnerContinental is one of the core premium tire brands stocked, including PremiumContact 6, WinterContact TS 860, WinterContact TS 870P, and VanContact Winter for commercial vehicles.
• MichelincoreOEM/ Whitelabel/ Licensing PartnerMichelin is carried as a premium brand, with products including Pilot Sport 4, Pilot Sport 4 S, Alpin 6, Primacy 5, E PRIMACY, Crossclimate 2, and Agilis 3.
• BridgestoneminorOEM/ Whitelabel/ Licensing PartnerBridgestone is among the secondary tire brands carried in the Premio catalog.
• PirelliminorOEM/ Whitelabel/ Licensing PartnerPirelli is among the secondary premium tire brands carried, including P Zero, P Zero Rosso Asimm., and Cinturato Winter.
• Dunlop (Goodyear brand)minorOEM/ Whitelabel/ Licensing PartnerDunlop is carried as a Goodyear-group brand with products including Sport All Season, Winter Response 2, Winter Sport 5 SUV, and Econodrive AS.
• HankookminorOEM/ Whitelabel/ Licensing PartnerHankook is among the secondary tire brands stocked, including WIN.I*CEPT EVO3 W330.
• KumhominorOEM/ Whitelabel/ Licensing PartnerKumho is among the secondary tire brands stocked, including PS71.
• FalkenminorOEM/ Whitelabel/ Licensing PartnerFalken is among the secondary tire brands stocked, including AZENIS FK520, ZIEX ZE310 ECORUN, and ZIEX ZE320.
• Sava (Goodyear brand)minorOEM/ Whitelabel/ Licensing PartnerSava is among the Goodyear-group budget brands carried, including Intensa UHP 2.
• Debica (Goodyear brand)minorOEM/ Whitelabel/ Licensing PartnerDebica is among the Goodyear-group budget brands carried, including Navigator 3 and Presto UHP 2.
• VredesteinminorOEM/ Whitelabel/ Licensing PartnerVredestein is among the secondary tire brands stocked, including ULTRAC PRO.
• GT RadialminorOEM/ Whitelabel/ Licensing PartnerGT Radial is among the secondary tire brands stocked, including FE2, FE2 EVO, and CHAMPIRO WINTERPROHP.
• Uniroyal (Continental brand)minorOEM/ Whitelabel/ Licensing PartnerUniroyal is among the Continental-group brands carried, including RainSport 3 and Rainsport 5.
• ToyominorOEM/ Whitelabel/ Licensing PartnerToyo is among the secondary tire brands stocked, including Proxes Comfort and Proxes R888R.
• Semperit (Continental brand)minorOEM/ Whitelabel/ Licensing PartnerSemperit is among the Continental-group budget brands carried, including Speed-Life 3.
• MaxxisminorOEM/ Whitelabel/ Licensing PartnerMaxxis is among the secondary tire brands stocked, including Premitra 6 HP6.
• NexenminorOEM/ Whitelabel/ Licensing PartnerNexen is among the secondary tire brands stocked, including N-FERA PRIMUS.
• ApollominorOEM/ Whitelabel/ Licensing PartnerApollo is among the secondary tire brands stocked, including ASPIRE 4G+.
• Matador (Continental brand)minorOEM/ Whitelabel/ Licensing PartnerMatador is among the Continental-group budget brands carried, including Hectorra 5.
• LinglongminorOEM/ Whitelabel/ Licensing PartnerLinglong is among the secondary tire brands stocked, including Greenmax and Sport Master.
• Barum (Continental brand)minorOEM/ Whitelabel/ Licensing PartnerBarum is among the Continental-group budget brands listed in the Premio tire catalog.
• BF Goodrich (Michelin brand)minorOEM/ Whitelabel/ Licensing PartnerBF Goodrich is among the Michelin-group brands listed in the Premio tire catalog.
• Goodyear Vector Protector Versicherung (Vector 4Seasons insurance)minorGTM or Marketing PartnerGoodyear offers a complimentary "Vector Protector" tire insurance promoted on the Premio homepage for Vector 4Seasons customers, with a link to Goodyear's offers hub.
• External TÜV / HU-AU inspection partnerminorImplementation/ SI/ Consulting PartnerThe branch prepares vehicles for the German Hauptuntersuchung / Abgasuntersuchung (TÜV) and, on customer request, coordinates the inspection with an external TÜV/examination partner.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Vergölst GmbH: German tire and auto-service retail chain (Continental subsidiary) operating a national workshop network for passenger and commercial-vehicle tires. Directly comparable to Premio in product mix (tires, rims, workshop, fleet service) and franchise-like branch model, but with a Continental rather than Goodyear brand backbone.
• Euromaster (Michelin): Michelin-owned European tire and auto-service network with German branches offering tire sales, fitting, fleet service, and online booking. Closely comparable franchise-style branch economics and Michelin-group brand affiliations mirror the Premio/Goodyear relationship.
• Pit-Stop Auto Service GmbH: German auto-service chain with a strong tire-changeover and inspection focus plus partner workshop locations. Directly comparable service mix (tires, HU/AU, general maintenance) at similar branch economics, though typically without the integrated national e-commerce platform Premio has.
• Punto Reifen Service: German tire-and-service franchise network offering tire fitting, storage, and workshop services through local partner branches. Closely comparable to the Premio model as a partner-network approach to local tire and auto service in Germany.
• Quick Reifendiscount: Discount-oriented German tire retailer with online ordering and partner fitting workshops. Comparable on SKU breadth and online-to-offline fulfillment, but positioned at the value end of the market versus Premio's Goodyear-backed brand portfolio.
• Driver Center (Driver Center GmbH): Bridgestone-affiliated German network of tire and auto-service partner branches. Closely analogous to Premio in that a major tire manufacturer sponsors a national partner-branch network combining tire sales, workshop service, and fleet offerings.

Broad incumbents

• ATU (Auto Teile Unger GmbH & Co. KG): Largest German multi-brand auto-service chain, combining tire sales with broad mechanical and inspection services across hundreds of branches. Wider portfolio than Premio (general repair, parts, glass) but competes head-to-head in the tire changeover and HU/AU preparation use cases.
• Goodyear Retail Systems GmbH (Premio network HQ): Central operator of the Premio Reifen + Autoservice franchise network (250+ German branches) and the premio.de platform. Functions as the strategic parent and brand/technology platform for the subject branch, so its strategy directly determines partner economics.

Emerging players

• Reifen.com: Pure-play online tire retailer in Germany that aggregates 26,000+ SKUs and routes orders to partner fitting workshops. Represents the online-first model whose price transparency and SKU breadth the Bierbaum GmbH branch competes against, and whose click-and-collect model mirrors Premio's own hybrid offering.

Regional players

• First Stop (Bridgestone): European tire and auto-service network (Bridgestone-owned) with German presence offering tire fitting, fleet management, and workshop services. Comparable service portfolio and franchise-style branch economics, with a stronger pan-European footprint than Premio's purely German network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/premio.deutschland
• LinkedInlinkedin.com/company/bierbaum-gmbh

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Premio Reifen + Autoservice