What LSH Auto Australia does

LSH Auto Australia is a private, premium automotive retail group operating as the exclusive authorized Mercedes-Benz dealership network across Australia's three largest metropolitan markets. Established in 2015 through the acquisition of Mercedes-Benz Sydney and Brisbane dealerships from Daimler AG, and completed in 2017 with the addition of Mercedes-Benz Melbourne, the group today operates 9 wholly-owned outlets across Sydney, Brisbane, and Melbourne, employing approximately 500 staff as of 31 December 2024. The portfolio spans Mercedes-Benz, Mercedes-AMG, Mercedes-Maybach, and Mercedes-Benz EQ electric vehicles, and was expanded in 2024 with the addition of the all-electric smart brand (smart #1 and #3 urban SUVs).

The company generates revenue through new vehicle sales, a certified pre-owned program branded LSH Auto Advantage (offering a 12-month Gold Warranty and 88-point inspection), an aftersales service business delivering over 80,000 service events annually, vehicle financing and insurance intermediation through Mercedes-Benz Financial Services Australia, and ancillary revenue from vehicle protection products and the Iridium Club customer loyalty program. Customer acquisition is sales-led via owned dealership showrooms, supported by a mobile app (iOS and Android), an online vehicle reservation system requiring a $500 refundable deposit, brand ambassador partnerships with Australian celebrities, and an extensive calendar of luxury lifestyle events and charity sponsorships.

LSH Auto Australia differentiates from competing dealer groups through capital-intensive lifestyle precincts — most notably the $100M+ Breakfast Creek Wharf development in Brisbane, the largest Mercedes-Benz dealership in the Southern Hemisphere — that integrate automotive retail with hospitality, dining, and wellness facilities. The company is a wholly-owned subsidiary of Hong Kong-based Lei Shing Hong Group, one of the world's largest Mercedes-Benz retail groups operating more than 320 outlets across 110+ cities, with Daimler AG holding a 15% equity stake in the parent LSH Auto International. The three Australian operating entities (LSH Auto Sydney/Melbourne/Brisbane Pty Ltd) are privately held and do not disclose standalone financials.

Name

LSH Auto Australia

Legal name

LSH Auto (Sydney) Pty Ltd ACN 604 103 915, LSH Auto (Melbourne) Pty Ltd ACN 618 554 635, LSH Auto (Brisbane) Pty Ltd ACN 606 816 497

Website

https://lshauto.com.au

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

501–1,000 employees

Short description

LSH Auto Australia is a private, exclusive Mercedes-Benz retail group operating 9 wholly-owned dealerships across Sydney, Brisbane, and Melbourne, selling new Mercedes-Benz, AMG, Maybach, EQ, and smart electric vehicles alongside certified pre-owned vehicles and aftersales services, with ~500 employees and ~7,700 vehicles sold annually.

Ownership category

akta.pro rank

Product category

Premium Automotive Retail

NAICS

Used Car Dealers (441120), Other Motor Vehicle Dealers (4412)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Digital/Robo Financial Planning (FSAEAAAK)

akta.pro secondary industry

Vehicle Protection & Add-on Product Financing (Warranties, GAP, Service Plans) (FSAKADAL)

Keywords

• Automotive retail
• Vehicle dealerships
• After-sales servicing
• Pre-owned vehicles
• Vehicle financing

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Mercedes-Benz vehicles including Mercedes-Benz, Mercedes-AMG, Mercedes-Maybach, Mercedes-EQ electric vehicles, and smart EV brand
2. Pre-Owned Vehicle Sales: Sale of pre-owned vehicles under LSH Auto Advantage program with 12-month Gold Warranty
3. Aftersales Services: Vehicle maintenance, repairs, and servicing with over 80,000 after-sales services performed annually
4. Financing and Insurance: Vehicle financing through Mercedes-Benz Financial Services and related insurance products
5. Iridium Club Membership: Loyalty program with membership benefits including service discounts and exclusive offers
6. Vehicle Protection Products: Paint coatings, interior protection, window film, dash cameras and protective film products with 15% discount for LSH Auto Advantage customers

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

LSH Auto Australia is a premium automotive retail group that sells new Mercedes-Benz, Mercedes-AMG, Mercedes-Maybach, Mercedes-Benz EQ and smart electric vehicles through owned dealerships in Sydney, Brisbane and Melbourne. It complements vehicle sales with a certified pre-owned program (LSH Auto Advantage), in-house aftersales servicing, vehicle financing and insurance arrangement, and the Iridium Club owner loyalty program.

Product overview

LSH Auto Australia operates as a premium automotive retail group offering a unified multi-brand portfolio anchored by Mercedes-Benz, Mercedes-AMG, Mercedes-Maybach, Mercedes-Benz EQ, and smart electric vehicles. The core product is new vehicle sales across these premium brands, supported by a multi-layered add-on module structure including Certified Pre-Owned Vehicles and the LSH Auto Advantage sub-brand for non-Mercedes pre-owned vehicles, Aftersales services, Financing and Insurance, the Iridium Club loyalty program, Vehicle Care and Protection products, and a mobile app providing digital convenience services. Additional offerings include Vans for commercial customers and an Online Vehicle Reservation System. The company operates 9 outlets across Sydney, Brisbane, and Melbourne, making it the largest Mercedes-Benz retail group in Australia.

Differentiator

Problem solved

Functional benefit

Brands

• LSH Auto Advantage: Pre-owned vehicle program offering quality vehicles with warranty, roadside assistance and inspection
• Iridium Club

Products and services

• Mercedes-Benz New Car Sales Sale of new Mercedes-Benz passenger vehicles through owned dealerships in Sydney, Brisbane, and Melbourne under Mercedes-Benz Australia/Pacific franchise authorisation.
• Mercedes-AMG Performance Vehicle Sales Sale of high-performance Mercedes-AMG vehicles through dedicated AMG Performance Centres located within LSH Auto Australia dealerships.
• Mercedes-Maybach Ultra-Luxury Vehicle Sales Sale of ultra-luxury Mercedes-Maybach vehicles within LSH Auto Australia's premium brand portfolio.
• Mercedes-Benz EQ Electric Vehicle Sales Sale of Mercedes-Benz EQ electric vehicles including the EQC and subsequent EQ-badged models, representing Mercedes-Benz's Electric Intelligence sub-brand.
• smart Electric Vehicle Sales Sale of the smart all-electric urban SUV brand — including smart #1 crossover, smart #3 coupe, and Brabus performance variants — distributed through LSH Auto Australia dealerships.
• LSH Auto Advantage (Certified Pre-Owned Vehicles) Pre-owned vehicle program from LSH Auto Australia covering both Mercedes-Benz and non-Mercedes-Benz marques, with 12-month Gold Warranty, 88-point inspection, 15 months roadside assistance and partner discounts on protection products.
• Mercedes-Benz Vans Sales Sale of Mercedes-Benz commercial and passenger vans for business fleet and personal use, distributed through LSH Auto Australia's dealerships.
• Aftersales Servicing and Repairs Vehicle maintenance, servicing, and repairs provided through LSH Auto Australia's in-house service centres using MAHA vehicle test lanes for steering, brake, suspension, alignment and tyre-tread diagnostics.
• Vehicle Financing and Insurance Vehicle financing and insurance products facilitated through referrals to Mercedes-Benz Financial Services Australia and related providers when customers purchase vehicles.
• Iridium Club Loyalty Program Members-only loyalty program for Mercedes-Benz owners offering complimentary bi-annual vehicle health checks, partner-merchant offers (Tiffany & Co, Gucci, Penfolds, David Jones, Dolce & Gabbana), extended roadside assist, out-of-warranty service packages, accessory and merchandise discounts, with east-coast seaboard coverage.
• Vehicle Care and Protection Products Vehicle protection products including paint coatings, interior protection, window film, dash cameras and protective film sold at point of sale and aftersales, with 15% discount for LSH Auto Advantage customers.
• LSH Auto App Mobile application for iOS and Android that lets customers browse vehicles, book services, access Iridium Club partner offers, reserve test drives and place vehicle reservations.

Quantifiable outcome

• Sold over 4.4K+ new vehicles and 3.3K+ pre-owned vehicles in 2023
• +3 more outcomes

Named customers5 records

Segments3 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

Nine partnerships are on record, tiered minor and core.

• Providoor (Shane Delia)minorStrategic or Co-development Partner · 1 January 2021Partnership with chef Shane Delia's Providoor food delivery service to provide gourmet food packages to staff during COVID lockdowns. Supports small hospitality businesses while caring for employees.
• Street Side MedicscoreStrategic or Co-development Partner · 1 January 2020Partnership with mobile medical clinic service for homeless and dispossessed patients. LSH Auto Australia is a foundation supporter, providing Mercedes-Benz vans for conversion into mobile clinics. The partnership helped deliver more than 20,000 engagements with patients since inception in 2020.
• Chain Reaction Challenge FoundationcoreStrategic or Co-development PartnerLong-term support of charity cycling rides raising funds for children's charities. LSH Auto provides official and support vehicles to lead cycling peloton, provide medical backup and logistics support. 2024 rides raised over $3.5 million, with almost $43 million raised since 2007.
• Starlight Children's Foundation AustraliaminorStrategic or Co-development PartnerLSH Auto Australia is a proud partner supporting seriously ill children through events and employee experiences. The partnership provides joy through Captain Starlights and hospital Starlight Rooms.
• Mercedes-Benz Australia/Pacific Pty LtdcoreChannel Partner/ Reseller/ DistributorVehicle manufacturer and franchisor. LSH Auto Australia operates as an authorized Mercedes-Benz dealership group selling new vehicles, managing warranties, and providing after-sales services under the brand.
• Mercedes-Benz Financial Services Australia Pty LtdminorChannel Partner/ Reseller/ DistributorThird-party provider of financial and credit services for vehicle financing. Customers are referred for finance options when purchasing vehicles.
• LSH Auto (Global)coreOthersPart of LSH Auto, one of the world's largest Mercedes-Benz passenger vehicle retail groups with operations in Chinese Mainland, Taiwan, South Korea, Australia, Germany, UK, and Vietnam. Over 320 premium automotive retail outlets across 110+ cities.
• Chef Shannon KellamminorStrategic or Co-development PartnerJoint venture for food and beverage operations at LSH Lifestyle Centre Breakfast Creek Wharf. Includes full commercial kitchen, creek-front promenade café, and rooftop restaurant with 180-degree views.
• Iridium Club Partner MerchantsminorChannel Partner/ Reseller/ DistributorLuxury brand partners including Tiffany & Co, Gucci, Penfolds, David Jones, and Dolce & Gabbana providing exclusive offers and benefits to Iridium Club loyalty program members.

Scale indicators9 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Eagers Automotive: Australia's largest automotive retail group operating multiple OEM franchises across new, used and aftersales. Highly comparable in business model and customer base, though diversified across many brands rather than concentrated on Mercedes-Benz.
• Inchcape Australia: Operates premium-brand dealerships in Australia including Mercedes-Benz and other luxury OEMs. Directly comparable retail franchise model with overlapping premium customer base; LSH Auto Australia even recruited a former Inchcape dealer principal.
• AP Eagers (now Eagers Automotive): Largest ASX-listed automotive retailer in Australia with diversified OEM portfolio. Comparable scale, aftersales, finance and insurance offering, and listed company financial transparency that anchors peer valuations.
• Mercedes-Benz Retail Group UK: Daimler-affiliated Mercedes-Benz retailer in the UK. Closely comparable single-brand premium retail model with similar aftersales, finance and used-car operations.

Broad incumbents

• Sytner Group: UK-based premium automotive retailer owned by AutoNation, operating luxury and performance franchises. Directly comparable as a luxury-focused multi-outlet retailer with similar aftersales and finance offerings.
• Pendragon plc: UK-based multi-brand automotive retailer with premium franchise exposure. Comparable diversified franchise model, though with broader OEM mix than LSH Auto Australia's Mercedes-Benz concentration.
• Asbury Automotive Group: US-based Fortune 500 automotive retailer with luxury franchise exposure and significant finance/insurance and aftersales. Comparable in scale, mix of new/used/services revenue, and digital retail investments.
• Group 1 Automotive: US and UK automotive retailer with significant premium and luxury OEM exposure including Mercedes-Benz. Comparable franchise model, F&I attachment, and aftersales revenue mix.
• Sonic Automotive: US-based automotive retailer with luxury franchise exposure and EchoPark used-vehicle operations. Comparable diversification across new, pre-owned and F&I with similar premium customer positioning.

Regional players

• AutoCanada: Canadian multi-brand automotive dealer group with new, used and aftersales operations. Comparable dealership business model across a different geography, with similar exposure to premium OEM franchises.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries5 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 LSH Auto Australia