Beresa

What Beresa does

BERESA GmbH & Co. KG is a privately held, multi-brand automotive retail and service group headquartered in Germany, operating approximately 20 physical locations across Nordrhein-Westfalen and Niedersachsen, with Münster and Osnabrück as its principal cities. Founded in 1911, the group is an authorized dealer and service partner for six brands — Mercedes-Benz, smart, Hyundai, Genesis, Ford, and Daimler Trucks — with additional Iveco service authorization; sub-brands Mercedes-AMG, Mercedes-Maybach, and Hyundai N are also represented. The group expanded its footprint and brand portfolio via two acquisitions in 2024-2025: Autohaus Pagel (Hannover-Lahe and Garbsen, adding Genesis and Honda) effective 1 October 2024, and Auto Fiekens (Schloß Holte-Stukenbrock, adding Ford) effective 1 April 2025.

The company's revenue model is diversified across eight streams: new vehicle sales (retail and commercial, including leasing and financing intermediation via Mercedes-Benz Bank, Mercedes-Benz Mobility AG, and Openbank/Santander at a promotional 3.99% p.a. effective APR), used vehicle sales (including a dedicated GW MEGA-STORE in Senden), authorized workshop and after-sales service (fixed-price smart Festpreisgarantie, taxi fixed prices, 24h Notdienst, Garantieverlängerung, HU inspections), short- and long-term rental of Pkw/Transporter/Lkw plus Auto Abo vehicle subscriptions, an own-brand e-commerce storefront (BERESA Onlineshop) for OEM accessories, model cars, and lifestyle merchandise from partners including HORIZN STUDIOS, Hartmann, Secrid, INCC, and eva solo, insurance and protection products (CNP Santander Insurance Europe DAC), and e-mobility consulting covering Wallbox, MB.CHARGE HOME, Charge myHyundai, and federal funding advisory for eTruck infrastructure.

Technology is primarily OEM-licensed: the group leverages Mercedes MBUX/Digitale Extras, Hyundai Bluelink/myHyundai app, and smart Hello smart app platforms rather than developing proprietary AI/ML. Differentiated internal features include the BERESA PLUS CARD loyalty program, online Werkstatt-Termin booking, 24h Schadensmeldung digital damage reporting, and the Auto Abo subscription product. Go-to-market is hybrid: 20 physical retail showrooms and workshops, an own e-commerce storefront, direct enterprise sales (Gewerbekunden/Branchenlösungen with an outside sales force), self-serve rental and subscription flows, and authorized-dealer partnerships with six OEMs. The group employs 1,001–5,000 people, with active workforce development (24 Top-Azubis, cross-departmental marathon participation) and a recently renewed management team following the December 2024 retirement of longtime Speaker Andreas Muthig and the 2026 addition of Claus Plischek to lead the After Sales function.

Name

Beresa

Legal name

BERESA GmbH & Co. KG

Website

https://beresa.de

Company type

Private

Founded year

1911

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

BERESA GmbH & Co. KG is a privately held, multi-brand German automotive retail and service group operating 20 locations across Nordrhein-Westfalen and Niedersachsen, authorized for Mercedes-Benz, Hyundai, smart, Ford, Genesis, and Daimler Trucks, serving private and commercial customers with vehicle sales, after-sales, rental, subscription, and an online accessories shop.

Ownership category

akta.pro rank

Headquarters

HQ city

Muenster

HQ country

Germany

HQ region

Europe

Offices21 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New vehicle sales (Neuwagen): Sale of new passenger cars, transporters, and trucks from authorized brands (Mercedes-Benz, smart, Hyundai, Genesis, Ford, Daimler Trucks) with both retail (Privatkunden) and commercial (Gewerbekunden) leasing and financing offers.
2. Used vehicle sales (Gebrauchtwagen): Sale of pre-owned vehicles, including a dedicated GW MEGA-STORE in Senden. Online Sofort verfügbare Fahrzeuge listings with monthly financing rates.
3. Workshop / After-Sales service: Authorized service and repair for Mercedes-Benz, smart, Hyundai, Genesis, Ford, Daimler Trucks, and Iveco. Includes fixed-price services (e.g., smart Festpreisgarantie, Taxi-Festpreise), HU inspections, warranty extensions (Garantieverlängerung), and 24h Notdienst across all brands.
4. Leasing and financing intermediation: BERESA intermediates vehicle leasing and financing via Mercedes-Benz Bank, Mercedes-Benz Mobility AG, Mercedes-Benz Leasing GmbH, and Openbank Deutschland AG / Santander Consumer Bank AG (e.g., 3.99% p.a. effective APR promotional offer).
5. Vehicle rental and Auto Abo: Short- and long-term rental of Pkw, Transporter, and Lkw; plus vehicle subscription (Auto Abo) and Fahrzeugankauf (vehicle purchase from customers).
6. Online shop — parts, accessories, lifestyle, model cars: E-commerce sales of OEM accessories, care products, model cars (various scales 1:8 to 1:87), bags & leatherware, fashion items, and lifestyle products (e.g., eva solo coffee press), with both regular and promotional pricing.
7. Insurance and protection products: Sales of vehicle insurance, tire and complete wheel protection (Reifen- und Komplettradschutz), service advantage program memberships, and partner insurance products from CNP Santander Insurance Europe DAC.
8. E-mobility infrastructure and consulting: Sale and consulting on Wallbox, MB.CHARGE HOME, Charge myHyundai, and eTruck charging infrastructure funded by federal programs (BMV, Förderzentrale des Bundesumweltministeriums).

Pricing tiers

Go-to-market motion5 records

Distribution channels6 records

Marketing channels7 records

Core offering

Beresa is an authorized multi-brand automotive retailer and service group operating 20+ locations across Germany, selling new and used vehicles from Mercedes-Benz, Mercedes-AMG, Mercedes-Maybach, smart, Hyundai, Genesis, Ford, and Daimler Trucks. Around vehicle sales, it delivers authorized workshop and after-sales service (including 24h Notdienst, warranty extension, tire service, and the BERESA PLUS CARD loyalty program), vehicle financing/leasing intermediation, Auto Abo subscriptions, short- and long-term rental, vehicle buy-back, and an in-house e-commerce shop for OEM accessories, model cars, and lifestyle merchandise.

Product overview

Beresa operates a multi-brand automotive retail and service platform (not a single software product) that brings together the sales of new and used vehicles from Mercedes-Benz, Hyundai, smart, Ford, Genesis, and Daimler Trucks under one mobility-partner brand. Around this core vehicle-sales offering it layers mobility services such as Auto Abo (vehicle subscription), Vermietung (rental of cars/vans/trucks), and Fahrzeugankauf (vehicle buy-back), an after-sales Werkstatt (workshop) and Reifenservice (tyre service) supported by the BERESA PLUS CARD and 24h damage reporting, plus the BERESA Onlineshop for parts and lifestyle accessories. The company also provides a dedicated Elektromobilität advisory layer covering electric vehicles, charging (including wallbox, bidirectional charging, and inductive charging) and funding programmes. Operationally, the platform is delivered through the Beresa Unternehmensgruppe, a network of approximately 20 locations spanning Münster, Osnabrück, Bielefeld, Hannover-Lahe, and many others, with corporate additions such as Auto Fiekens (Ford, 2025) and Autohaus Pagel / AHP (Honda, 2024) extending the brand portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• BERESA PLUS CARD: Customer loyalty/service card program for BERESA workshop customers.
• BERESA Onlineshop

Products and services

• Mercedes-Benz Vehicles (new and used, including Junge Sterne) Sales of new and used Mercedes-Benz passenger cars, vans, transporters, and trucks, including the Junge Sterne used-car programme, Mercedes-AMG performance models, Mercedes-Maybach luxury models, EQ electric vehicles, and Digitale Extras connected services, available to private and commercial customers across the BERESA network.
• Hyundai Vehicles (new and used) Sales of new and used Hyundai passenger cars across categories (small cars, compact, estate, SUV, sports) including Hyundai Elektroautos and Hybrid drivetrains, with the Hyundai Promise used-car programme, myHyundai App / Bluelink connected services, and Hyundai Business commercial-customer offering.
• Ford Vehicles (new and used) Sales of Ford passenger cars and commercial vehicles including small cars, SUV, van, sports models, commercial vehicles (Nutzfahrzeuge), and Ford electric vehicles (Puma, Kuga, Mustang Mach-E, Mustang GT, Bronco, Transit, Nugget). The Ford brand was added to the BERESA portfolio on 1 April 2025 via the integration of Auto Fiekens GmbH.
• Genesis Vehicles Sales of Genesis premium vehicles including the GV60, GV70, Electrified GV70, Electrified G80, and G80 models. The Genesis brand was added to the BERESA portfolio on 1 October 2024 via the Autohaus Pagel acquisition.
• smart Vehicles Sales of smart vehicles including the #1, #2, #3, #5, smart EQ fortwo, and smart EQ forfour, with the Hello smart App connected services and smart Festpreisgarantie workshop pricing.
• Daimler Trucks / Mercedes-Benz Trucks Sales of Mercedes-Benz Trucks (Daimler Trucks) commercial vehicles including fully electric trucks (vollelektrische Lkw) and the NextGenH2 Truck hydrogen model, alongside related funding programmes and consulting.
• Auto Abo (Vehicle Subscription) Flexible vehicle subscription offering for private and business customers, allowing a car to be used on a monthly basis as an alternative to traditional leasing or financing.
• Vermietung (Vehicle Rental) Short-term rental of passenger cars (Pkw), vans/transports (Transporter), and trucks (Lkw), including special rental promotions and discount codes.
• Fahrzeugankauf (Vehicle Purchase / Trade-in Service) Service for Beresa to purchase used vehicles from private and commercial customers as trade-in or direct buy-back.
• Werkstatt (Workshop / After-Sales Service) Authorized workshop operations for all represented brands (Mercedes-Benz, smart, Hyundai, Genesis, Ford, Daimler Trucks, Iveco) including online Werkstatt-Termin appointment booking, 24h Schadensmeldung (damage reporting), Garantieverlängerung (warranty extension), the BERESA PLUS CARD loyalty programme, and taxi fixed-price service.
• Reifenservice (Tyre Service) Tyre change, storage, and Komplettrad (complete wheel) service for summer, winter, and all-season tyres, including Mercedes-Benz original Kompletträder and the Reifen- und Komplettradschutz protection programme.
• BERESA Onlineshop Online shop selling original parts, accessories, lifestyle items, and model cars across categories such as Mercedes-Benz accessories, Hyundai accessories, care products, model cars (scales 1:8 to 1:87), bags/luggage, home & living, stationery, electronics, children, sport & mobility, and wheels & tyres. Brands retailed include Mercedes-Benz, Mercedes-AMG, Hartmann, HORIZN STUDIOS, SECRID, INCC, ic! berlin, Lässig, Micro Mobility, and more.
• Elektromobilität (E-Mobility) Advisory & Offers Dedicated e-mobility information and advisory area providing news, charging tips, funding information, and offers related to electric vehicles, plug-in hybrids, charging infrastructure (e.g. wallbox, MB.CHARGE HOME, Charge myHyundai), bidirectional charging, and inductive charging.
• BERESA PLUS CARD Customer loyalty/service card programme for BERESA workshop and after-sales customers, providing benefits across the BERESA group network.

Quantifiable outcome

• Best Pkw overall result in years at 'Service mit Stern® 2026'
• +5 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

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

• Mercedes-Benz AGflagshipOEM/ Whitelabel/ Licensing PartnerBERESA is an authorised Mercedes-Benz dealer and service partner for Pkw, Transporter, and Trucks across 20+ locations. Sells Mercedes-AMG, Mercedes-Maybach, Mercedes-Benz Bank, and Mercedes-Benz Mobility/Leasing products; offers Junge Sterne and Mercedes-Benz Service Vorteilsprogramm. Footer carries 'Copyright: Mercedes-Benz AG'.
• Hyundai Motor DeutschlandflagshipOEM/ Whitelabel/ Licensing PartnerAuthorised Hyundai dealer and service partner. Sells full Hyundai range including IONIQ electric, IONIQ N, Hyundai N performance, and operates the Hyundai Business commercial-customer site (hyundai-partners.de/beresa-osnabrueck/gewerbekunden). Offers Hyundai Promise used cars and Charge myHyundai.
• smart (smart Automobile)flagshipOEM/ Whitelabel/ Licensing PartnerAuthorised smart dealer (#1, #2, #3, #5, EQ fortwo, EQ forfour) and service partner; offers smart Festpreisgarantie, smart Road Assistance, and Hello smart App.
• Ford Motor CompanyflagshipOEM/ Whitelabel/ Licensing PartnerFord brand added on 1 April 2025 through the acquisition of Auto Fiekens GmbH (now part of the BERESA Gruppe). Sells Puma, Kuga, Mustang Mach-E, Mustang GT, Bronco, Transit, Nugget.
• Genesis (Hyundai Motor Group)coreOEM/ Whitelabel/ Licensing PartnerAuthorised Genesis dealer (GV60, GV70, Electrified GV70, G80, Electrified G80). Genesis brand added on 1 October 2024 through the acquisition of Autohaus Pagel (AHP GmbH & Co. KG).
• Daimler Truck AGflagshipOEM/ Whitelabel/ Licensing PartnerAuthorised Daimler Trucks dealer and service partner. Sells Actros, eActros 600, Actros L ProCabin, NextGenH2 hydrogen truck, full-electric trucks, plus Lkw Förderprogramme consulting.
• IVECOminorOEM/ Whitelabel/ Licensing PartnerBERESA operates an Iveco 24h Notdienst for commercial vehicles as referenced in the Unfall & Pannenhilfe section.
• HORIZN STUDIOScoreOEM/ Whitelabel/ Licensing PartnerCo-branding partner for the H7 Hartschalenkoffer (Mercedes-Benz × HORIZN STUDIOS) sold via the BERESA onlineshop. Co-branding logo and joint product design.
• HartmanncoreOEM/ Whitelabel/ Licensing Partner'Made for Mercedes-AMG by Hartmann' — Hartmann is the manufacturer of the AMG 7R Master aluminium suitcase (55 cm and 70 cm) sold via BERESA. Co-branding partner for premium Mercedes-AMG luggage.
• SecridminorOEM/ Whitelabel/ Licensing Partner'Made for Mercedes-AMG by Secrid' — Secrid is the manufacturer of the AMG Slimwallet RFID-protected leather card wallet sold via BERESA.
• INCCcoreOEM/ Whitelabel/ Licensing PartnerINCC is the manufacturer/fragrance house behind the Mercedes-AMG Thrill fragrance line (Black Thrill, Red Thrill, Silver Thrill) — Eau de Parfum and Deostick gift sets sold via BERESA. 'AMG Black Thrill Eau de Parfum Herren 60ml INCC' and 100 ml gift sets (EdP + Deostick).
• ic! berlinminorOEM/ Whitelabel/ Licensing PartnerEyewear brand listed as a manufacturer in the BERESA onlineshop accessories section.
• eva solominorOEM/ Whitelabel/ Licensing Partner'Made for Mercedes-Benz by eva solo' — eva solo is the manufacturer of the Mercedes-Benz Pressstempelkanne (coffee press with insulating function) sold via the BERESA onlineshop.
• LässigminorOEM/ Whitelabel/ Licensing PartnerLässig is listed as a manufacturer in the BERESA onlineshop bags & leatherware section.
• Micro MobilityminorOEM/ Whitelabel/ Licensing PartnerMicro Mobility is listed as a manufacturer in the BERESA onlineshop bags & leatherware section.
• NorevcoreOEM/ Whitelabel/ Licensing PartnerNorev manufactures the C 36 AMG W202 Limousine 1:18 diecast model (limited to 2,000 pieces) — 'Made for Mercedes‑Benz by Norev'. BERESA is an authorised retail channel for Norev Mercedes-Benz collection models.
• NZGminorOEM/ Whitelabel/ Licensing PartnerNZG is listed as a model-car manufacturer in the BERESA onlineshop (e.g., Mercedes-AMG GT 43 C192 sonnengelb 1:18).
• MinichampsminorOEM/ Whitelabel/ Licensing PartnerMinichamps is listed as a model-car manufacturer in the BERESA onlineshop.
• MattelminorOEM/ Whitelabel/ Licensing PartnerMattel is listed as a model-car manufacturer in the BERESA onlineshop.
• HerpaminorOEM/ Whitelabel/ Licensing PartnerHerpa is listed as a model-car manufacturer in the BERESA onlineshop.
• iScaleminorOEM/ Whitelabel/ Licensing PartneriScale is listed as a model-car manufacturer in the BERESA onlineshop.
• CaDaminorOEM/ Whitelabel/ Licensing PartnerCaDa is listed as a model-car manufacturer in the BERESA onlineshop.
• AutoCultminorOEM/ Whitelabel/ Licensing PartnerAutoCult is listed as a model-car manufacturer in the BERESA onlineshop.
• Heinrich BauerminorOEM/ Whitelabel/ Licensing PartnerHeinrich Bauer is listed as a model-car manufacturer in the BERESA onlineshop.
• Digital Charging Solutions (DCS)coreTechnology or IntegrationDigital Charging Solutions (DCS) is the Hyundai partner service provider enabling 'Charge myHyundai' green charging. DCS ensures that for every kWh charged at public stations across Europe, the equivalent amount of green electricity is fed into the grid.
• Autohaus Pagel (AHP GmbH & Co. KG)coreStrategic or Co-development PartnerEffective 1 October 2024, Autohaus Pagel's Hannover-Lahe and Garbsen locations became part of the BERESA Unternehmensgruppe as AHP GmbH & Co. KG. The acquisition expanded BERESA's presence in Lower Saxony and added the Genesis and Honda brands to the portfolio.
• Auto Fiekens GmbHcoreStrategic or Co-development PartnerEffective 1 April 2025, Auto Fiekens GmbH in Schloßholte-Stuckenbrock became part of the BERESA Gruppe, adding the Ford brand to the group portfolio and strengthening market position.
• Autohaus Liebrecht (Lemgo)minorStrategic or Co-development PartnerBERESA Standort in Lemgo is operated as 'Autohaus Liebrecht', indicating a partner-operated or co-branded site within the BERESA network.
• SchücoArena (Bielefeld)minorOthersSchücoArena in Bielefeld hosted the Führungskräfte Auftaktveranstaltung 2026 of the BERESA Gruppe with around 70 executives.
• Bielefelder TafelOthers
• FabularaOthers
• SC Preußen Münster (DFB-Pokal)minorGTM or Marketing PartnerBERESA ran a DFB-Pokalspiel ticket giveaway for apprentices (Azubi-Highlight) tied to the SC Preußen Münster vs Hertha BSC match, used as apprentice-engagement and employer-branding initiative.
• Mercedes-AMG (sub-brand)flagshipOEM/ Whitelabel/ Licensing PartnerBERESA is an authorised Mercedes-AMG dealer (e.g., E 53 AMG HYBRID, GT 4-Türer Coupé, AMG GT 43, AMG GT2 Edition W16) and AMG accessories reseller, operated under the Mercedes-Benz partnership umbrella.
• Mercedes-Maybach (sub-brand)coreOEM/ Whitelabel/ Licensing PartnerBERESA is an authorised Mercedes-Maybach dealer (Maybach S-Klasse, announced Mercedes-Maybach VLS Grand Limousine) under the Mercedes-Benz partnership umbrella.
• Honda MotorminorOEM/ Whitelabel/ Licensing PartnerHonda brand added to BERESA's portfolio on 1 October 2024 via the Autohaus Pagel acquisition (AHP GmbH & Co. KG).

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• AVAG Holding SE: One of Germany's largest multi-brand automotive dealer groups, operating a comparable portfolio of OEM franchises across multiple German cities. Highly relevant direct comparator on scale, brand mix, and after-sales strategy.
• Hahn Gruppe: Multi-brand automotive retail and service group with a comparable footprint across southern and western Germany, sharing similar OEM franchise breadth and workshop/service orientation.
• Emil Frey Gruppe: Large European multi-brand dealer group with strong presence in Germany; comparable across the dimensions of OEM authorization breadth, used-car operations, and integrated financing.

Broad incumbents

• Volkswagen Retail Group (VGRD / VW Group Retail Deutschland): OEM-controlled multi-brand retail platform; relevant as a scaled incumbent showing how large-group dealer economics and OEM-aligned retail strategies can be structured.
• Renault Retail Group Deutschland: OEM-affiliated dealer network in Germany; comparable in scale of physical retail, service operations, and centralized OEM-aligned marketing.
• Sixt Leasing / Sixt Mobility: Major German fleet leasing and mobility provider; relevant as both a potential B2B partner (corporate fleet) and competitor (subscription / long-term rental) in adjacent service lines.
• Allane SE (formerly Sixt Leasing SE): Independent fleet management and leasing provider; relevant comparator for Beresa's captive finance / Auto Abo economics and a partner channel for corporate customers.

Emerging players

• Auto1 Group SE: Digital-first used-car platform with growing B2B and consumer brands (Auto1.com, wirkaufendeinauto.de). Relevant as a structural competitive pressure on traditional dealer economics and used-car pricing.
• Mobile.de (Adevinta): Germany's leading online automotive marketplace; relevant as a customer-acquisition channel and a benchmark for online lead-conversion economics that shape dealer competition.

Regional players

• Local multi-brand family-owned dealer groups (e.g., Tiemeyer, Marnet, Moll): Comparable regional multi-brand dealer groups across Germany, often the most direct day-to-day competitive set in shared metropolitan catchments. Specific websites vary by group; included as a category of direct regional competitors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BERESA.de

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Beresa