Euromaster

What Euromaster does

Euromaster GmbH is a Mannheim-headquartered automotive service company operating 380 workshops across Germany, plus a broader European footprint covering 17 countries including France, Italy, Spain, the UK, the Netherlands, Poland, and Turkey. The company is a 100% wholly-owned subsidiary of Michelin Group and self-describes as the European market leader in tire and automotive service. Its core product is multi-brand tire retail — reselling Michelin, Continental, Goodyear, Pirelli, Bridgestone, Dunlop, Hankook, Kleber, Kumho, UNIROYAL, Falken, Fulda, and budget brands — alongside a full workshop service line covering tire mounting/changes, seasonal storage, HU/AU inspections, oil changes, brake service, air-conditioning service, auto glass, wheel alignment, and a free Mastercheck safety check bundled with tire purchases.

The platform combines an e-commerce storefront (euromaster.de) with online appointment booking (ebooking.euromaster.de), a vehicle/tire selector supporting HSN/TSN and dimension-based search, a dedicated B2B fleet portal (b2b.euromaster.de), and 380 physical workshops for fulfillment. Marketing channels span SEO, a content blog, email newsletter, social media (YouTube, Facebook, Instagram, LinkedIn, TikTok, WhatsApp), and the PAYBACK loyalty partnership. Distribution is hybrid: direct-to-consumer online plus franchised/company-owned workshop service.

Revenue is generated from per-unit tire margins, per-service workshop fees, B2B fleet contracts, and a smaller recurring seasonal tire-storage subscription. Two customer segments are served: private vehicle owners (Privatkunden) and business fleet operators (Geschäftskunden). The company is increasingly positioning around e-mobility with dedicated EV tires, Tesla-specific categories, and an E-Mobilität service hub. Technology stack is conventional e-commerce augmented by third-party analytics (Google Analytics, Hotjar), customer feedback tooling (zenloop), and standard payment integrations (Visa, Mastercard, PayPal, Amex, Klarna), with no disclosed proprietary AI/ML capabilities.

Name

Euromaster

Legal name

Euromaster GmbH

Website

https://euromaster.de

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Euromaster GmbH is a Michelin-owned European tire and automotive service company operating 380 workshops in Germany and a 17-country European footprint, selling multi-brand tires and offering tire mounting, inspections, maintenance, auto glass, and B2B fleet services via integrated online and physical channels.

Ownership category

akta.pro rank

Product category

Tire and Automotive Services

NAICS

Tire Dealers (441340), Tire Dealers (44134), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Retail Tire Sales & Installation (Consumer) (TLAKADAA)

akta.pro secondary industries

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD), Commercial/Fleet Tire Sales & Service (Truck/Bus/OTR) (TLAKADAB)

Keywords

• Tire retail services
• Automotive maintenance
• Vehicle inspection
• Auto glass repair
• Fleet management services

Headquarters

HQ city

Mannheim

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Tire Sales: Retail sale of tires from multiple brands (Michelin, Continental, Bridgestone, Goodyear, Pirelli, Hankook, Kleber, Dunlop, Falken, Kumho, Fulda, and others) to end customers. Revenue generated from the margin between wholesale purchase and retail sale prices.
2. Workshop Services: Service revenue from tire mounting, tire changes, wheel balancing, oil changes, inspections (HU/AU), brake service, climate service, battery replacement, chassis service, and auto glass repairs. Services include free Mastercheck safety inspections with each tire change.
3. B2B Fleet Services: Dedicated services for business customers with vehicle fleets of any size, including preferential pricing, invoicing, and fleet management solutions.
4. Tire Storage: Seasonal tire storage service (Reifeneinlagerung) where customers can store their off-season tires at Euromaster locations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Euromaster sells tires from multiple brands (Michelin, Continental, Bridgestone, Goodyear, Pirelli, Hankook, Kleber, Dunlop, Falken, Kumho, Fulda, and others) and provides tire and automotive services through 380 workshops in Germany, including tire mounting, seasonal tire changes, tire storage, wheel alignment, oil changes, brake service, HU/AU inspections, climate service, battery replacement, and auto glass repair. The company combines an e-commerce platform (euromaster.de) with a physical workshop network, serving both private vehicle owners and business fleet customers.

Product overview

Euromaster is a European market leader in tire and automotive services, operating as a 100% subsidiary of Michelin Group. The company offers a comprehensive mobility ecosystem comprising tire sales (retail and online), tire services (mounting, changing, storage, repair), and full automotive maintenance services (inspection, oil changes, brake service, air conditioning, auto glass, suspension). The portfolio includes an extensive network of 380 workshops in Germany, an e-commerce platform for online tire purchases with appointment booking, and dedicated services for electric vehicles. Tire offerings span multiple brands including Michelin, Continental, Goodyear, Pirelli, Bridgestone, Dunlop, Hankook, Kleber, Kumho, UNIROYAL, Falken, Fulda, and budget brands. The company serves both private customers and business fleet operators through integrated online and physical service channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Tires (Reifen)

Quantifiable outcome

• 380 workshops serving customers across Germany

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature3 records

Partnerships

Four partnerships are on record, tiered flagship/core, minor and core.

• Michelin Groupflagship/coreOthersEuromaster is a 100% subsidiary of Michelin Group. This ownership provides strategic advantages including privileged access to Michelin tire products, brand credibility, and operational support from one of the world's largest tire manufacturers.
• PAYBACKminorGTM or Marketing PartnerPAYBACK is a German loyalty program partnership allowing Euromaster customers to earn points on tire purchases and services. This partnership drives customer retention and provides additional value to customers.
• Tire Manufacturers (Continental, Bridgestone, Goodyear, Pirelli, Hankook, Kleber, Dunlop, Falken, Kumho, Fulda, and others)coreChannel Partner/ Reseller/ DistributorEuromaster serves as an authorized reseller for multiple tire manufacturers, offering their products through both online and physical channels. The company maintains partnerships with premium brands (Michelin, Continental, Bridgestone, Goodyear, Pirelli), mid-tier brands (Dunlop, Falken, Hankook, Kleber, Kumho, Uniroyal), and budget brands (Barum, BFGoodrich, Maxxis, Nexen, Nokian, Sava, Semperit, Vredestein, Yartu).
• UNIROYAL (Continental AG subsidiary)coreChannel Partner/ Reseller/ DistributorUNIROYAL, a Belgian tire specialist owned by Continental AG since 1979, partners with Euromaster for distribution of their tire products. UNIROYAL specializes in rain/wet weather tires and offers summer, winter, and all-season options.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• First Stop: First Stop is a European tire and auto service franchise network backed by Bridgestone, with German operations. It competes with Euromaster on multi-brand tire retail and workshop services, offering similar consumer and fleet propositions.
• Vergölst: Vergölst is a German tire and automotive service network and, like Euromaster, is part of the Michelin Group distribution family. It is the closest direct competitor to Euromaster in Germany, offering a similar multi-brand tire retail and workshop service model targeting both private and fleet customers.
• Kwik-Fit: Kwik-Fit is one of Europe's largest tire and automotive service chains with significant German operations. It offers the same fast-fit tire and exhaust/brake service proposition as Euromaster and is a benchmark European competitor.
• Pit-Stop: Pit-Stop is one of Germany's largest independent tire and automotive service chains with hundreds of partner workshops nationwide. It directly competes with Euromaster on tire mounting, seasonal tire changes, and general vehicle maintenance for retail customers.
• ATU (Auto-Teile-Unger): ATU is a major German automotive service and tire retail chain with a large national workshop footprint. It competes head-to-head with Euromaster on tire sales, mounting, oil changes, brake service, and general vehicle maintenance for private customers.
• Driver Center (Continental): Driver Center is Continental's German tire and service partner network. It competes with Euromaster for tire sales and workshop services, leveraging Continental brand alignment in a similar franchise-style model.
• Point S: Point S is a leading European tire and automotive service franchise cooperative with strong presence in Germany. Its cooperative model of independent workshops branded under one banner directly competes with Euromaster's franchised and company-owned workshop network.
• Premio Reifen + Autoservice: Premio is the German retail and service network of Hankook Tire, combining tire sales with automotive services. It is a directly comparable competitor to Euromaster's tire retail and workshop proposition, with similar target customers and franchise structure.
• Speedy France: Speedy is a major French tire and automotive service chain serving retail and fleet customers with multi-brand tire retail and vehicle maintenance. It is comparable to Euromaster in market positioning and service mix across continental Europe.

Emerging players

• Reifen.com: Reifen.com is a leading German online tire retailer with lower overhead than workshop-based competitors. It threatens Euromaster's tire retail margin by offering competitive pricing and partnering with installer workshops, representing the online model that could erode traditional service-tethered tire sales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCYCdWKvFDP29ArB5GzokgDA
• Facebookfacebook.com/euromaster.de
• LinkedInlinkedin.com/company/euromaster-gmbh
• Instagraminstagram.com/euromaster.de
• TikToktiktok.com/@euromaster.de?lang=en
• Xx.com/euromaster_de

Revenue estimate

Valuation estimate

Number of profiles

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 Euromaster