Auto Weller

Name

Auto Weller

Legal name

WELLER Holding SE & Co. KG

Website

https://autoweller.de

Company type

Private

Founded year

1979

Operating status

Operating

Ownership category

akta.pro rank

Headquarters

HQ city

Osnabrück

HQ country

Germany

HQ region

Europe

Offices37 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales

Revenue model

1. Vehicle Sales: Sale of new and used automobiles across 10 brands (BMW, MINI, TOYOTA, LEXUS, SEAT, CUPRA, MG, BYD, BMW Motorrad, Microlino). Both retail and fleet sales.
2. Vehicle Leasing: Operating lease and financing lease offerings for both private and business customers. Monthly lease payments from €188/month (MG 4 Urban) to higher tiers.
3. Vehicle Financing: Financing solutions for vehicle purchases, offered alongside leasing options.
4. Aftersales Service & Maintenance: Workshop services, maintenance, and repair services across all dealership locations. Warranty programs including BMW Premium Selection, MINI Next, BMW & MINI Garantie, and TOYOTA & LEXUS Relax Garantie.
5. Vehicle Insurance (WellerVersichert): Automotive insurance products offered through partnerships.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Auto Weller (WELLER Holding SE & Co. KG) operates a 42-location multi-brand automotive dealership network in Germany, retailing new and used passenger cars, motorcycles, and micro-vehicles across 10 brands (BMW, MINI, TOYOTA, LEXUS, SEAT, CUPRA, MG, BYD, BMW Motorrad, Microlino/Horwin). The core offering combines vehicle sales with manufacturer-backed certified pre-owned programs, vehicle leasing and financing, motor insurance brokerage (WELLerversichert), commercial fleet services including UVV inspections, and a full aftersales workshop and maintenance operation with online booking.

Product overview

Auto Weller is a large German automotive dealership group (Holding SE & Co. KG) operating as a multi-brand automobile retailer. The company offers a comprehensive automotive portfolio built around a core platform of vehicle sales and service, with integrated modules covering the entire vehicle ownership lifecycle. The product ecosystem includes: new and used vehicle sales across 10 brands (BMW, MINI, TOYOTA, LEXUS, SEAT, CUPRA, MG, BYD, BMW Motorrad, and micro-vehicles), paired with financing/leasing add-ons; manufacturer-backed warranty programs (BMW Premium Selection, MINI Next, Toyota/Lexus Relax Garantie); full-service maintenance and repair with online appointment booking; specialized commercial fleet services with UVV inspections; and electromobility support including battery certificates and EV subsidies guidance. The company operates 42 dealership locations across Germany with a digital-first service approach, and also offers accessories like the Thule EasyFold XT 931 bicycle carrier.

Differentiator

Problem solved

Functional benefit

Brands

• BMW Premium Selection: Premium used car program featuring certified pre-owned BMW vehicles with warranty coverage.
• MINI Next
• BMW & MINI Garantie
• BMW & MINI Anschlussgarantie
• TOYOTA & LEXUS Relax Garantie
• Fahrzeugankauf
• WellerVersichert
• Classicline
• Online-Termin
• Wartung ohne Warten
• Service aus einer Hand
• Wellerchance
• UVV-Fahrzeugprüfung
• Elektromobilität

Products and services

• New Vehicle Sales (multi-brand) Retail sale of new passenger cars, motorcycles, and light commercial vehicles across 10 represented brands: BMW, MINI, TOYOTA, LEXUS, SEAT, CUPRA, MG, BYD, BMW Motorrad, and Microlino/Horwin micro-vehicles. Available to private and business customers through 42 German dealership showrooms.
• Used Vehicle Sales with Certified Pre-Owned Programs Sale of pre-owned vehicles featuring manufacturer-backed certified pre-owned programs including BMW Premium Selection and MINI Next, plus TOYOTA & LEXUS Relax Garantie warranty coverage for used vehicles.
• Vehicle Leasing Operating lease and financing lease offerings for private and commercial customers across all represented brands, with current promotional lease rates starting from €99/month for BMW F 900 R motorcycle, €188/month (MG 4 Urban), €199/month (CUPRA Raval), €209/month (SEAT Ibiza), €229/month (MINI Cooper E), €249/month (TOYOTA Yaris Cross Hybrid), €289/month (BMW 120), and €299/month (Lexus LBX).
• Vehicle Financing Financing solutions for vehicle purchases, structured alongside the leasing offer to give private and commercial buyers multiple acquisition options (lease, finance, or cash purchase).
• Vehicle Buyback Service (Fahrzeugankauf) Auto Weller purchases used vehicles directly from customers, providing a streamlined trade-in or outright sale process for those replacing their current vehicle or selling outright.
• Vehicle Insurance (WELLerversichert) Motor vehicle insurance products offered through the dealership for new and existing customers, integrated with vehicle purchase workflow.
• Workshop Service and Maintenance Full-service maintenance and repair across all represented brands, including online appointment booking, manufacturer service offers, and a same-day 'Wartung ohne Warten' (maintenance without waiting) program supported by certified technicians at every WELLER showroom.
• Commercial Fleet Services (Geschäftskunden) Dedicated fleet management services for business customers with separate account management for BMW & MINI and TOYOTA & LEXUS fleets, plus Toyota commercial vehicle centers (Nutzfahrzeugzentren). Designed for companies operating passenger and commercial vehicle fleets and includes special commercial pricing.
• UVV Vehicle Inspection (UVV-Fahrzeugprüfung) Mandatory UVV (Unfallverhütungsvorschriften) safety inspections for commercial vehicles, ensuring regulatory compliance for business fleet operators.
• Electromobility Services Electric vehicle support services including battery health certificates (Batteriezertifikat) for BMW and MINI EVs, guidance on the E-Auto Förderung 2026 government subsidy, tax benefits for company car EV usage (Dienstwagenbesteuerung), and an EV buyer FAQ resource.

Named customers1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered primary, core and minor.

• BMW GroupprimaryChannel Partner/ Reseller/ DistributorWELLER is an authorized BMW and MINI dealership offering new vehicles, certified pre-owned programs (BMW Premium Selection, MINI Next), and BMW & MINI warranty and aftersales services across multiple locations.
• TOYOTA / LEXUSprimaryChannel Partner/ Reseller/ DistributorWELLER is an authorized TOYOTA and LEXUS dealership providing new vehicle sales, TOYOTA Nutzfahrzeugzentren (commercial vehicle centers), and TOYOTA Relax Garantie warranty program.
• SEAT / CUPRAcoreChannel Partner/ Reseller/ DistributorAuthorized SEAT and CUPRA dealership providing new vehicle sales and brand-specific service offerings.
• MG MotorscoreChannel Partner/ Reseller/ DistributorAuthorized MG dealership offering electric vehicles including MG 4 and other MG models with associated service and warranty coverage.
• BYDcoreChannel Partner/ Reseller/ DistributorAuthorized BYD dealership offering BYD electric vehicles including Atto 2 DM-i hybrid models at select locations.
• BMW MotorradcoreChannel Partner/ Reseller/ DistributorAuthorized BMW Motorrad motorcycle dealership offering BMW motorcycles including BMW F 900 R and associated accessories and service.
• Microlino / HorwinminorChannel Partner/ Reseller/ DistributorAuthorized dealer for Microlino micro-cars and Horwin electric motorcycles, offering test drives and sales of these niche electric mobility products.
• Diakonie HerfordcoreStrategic or Co-development PartnerDiakonie Herford (social services organization) as fleet customer receiving multiple Toyota vehicles for social care operations, representing a dedicated business partnership.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• Mobile.de: Germany's largest online vehicle marketplace, owned by Adevinta. Not a direct competitor but the dominant channel where WELLER lists inventory and where customers compare dealer offers. Functions as a critical customer acquisition channel and competitive benchmark for digital marketplace presence.

Emerging players

• Auto1 Group: Berlin-headquartered digital used-car platform operating across Europe. Competes with WELLER's used vehicle (Fahrzeugankauf) and certified pre-owned business via a tech-enabled, lower-overhead model. Represents the structural threat of online/digital dealers to traditional showroom-based groups like WELLER.

Broad incumbents

• Emil Frey Group: One of Europe's largest automotive retail groups, headquartered in Switzerland with extensive operations across Germany. Operates a multi-brand, multi-country dealership model directly comparable to WELLER's structure, but at meaningfully larger scale. Represents the same major OEMs (BMW, Toyota, etc.) and runs a parallel fleet and aftersales business.

Direct peers

• Senger Gruppe: German automotive retail group operating multi-brand dealerships with combined sales, service, and fleet capabilities. Comparable in scale and OEM brand mix (including premium brands), representing a head-to-head competitor for German dealership market share.
• Gottfried Schultz Gruppe: Major German automotive dealership group headquartered in the Rhine-Ruhr region. Operates multi-brand showrooms with combined sales, service, and fleet offerings — directly comparable to WELLER's business model. Represents overlapping OEM brands and competes in adjacent German geographies.
• Moll Gruppe: German family-owned multi-brand automotive dealership group operating multiple locations across Germany. Directly comparable to WELLER in scale, multi-brand franchise model (including premium brands), and combined retail/fleet/aftersales offering. Closely matches WELLER's geographic and operational footprint.
• AVAG Holding: Augsburg-based German automotive dealer group operating a multi-brand, multi-location franchise network across southern Germany. Comparable to WELLER in structure (multi-brand retail + fleet + service) and represents several of the same OEMs. Head-to-head competitor for German dealer market share.
• Stern Auto Group: German automotive dealership group operating multiple locations, representing a portfolio of major brands including premium and volume OEMs. Directly comparable to WELLER's multi-brand, multi-location retail model with aftersales and fleet services.
• Hahn Gruppe: Large German automotive dealership group operating numerous locations across multiple German states. Runs a multi-brand franchise model with combined vehicle sales, fleet services, and aftersales — directly overlapping with WELLER's core business. Comparable employee and revenue scale.

Regional players

• Carwow: European online car marketplace connecting new car buyers with dealers. Operates in Germany alongside the UK, offering a price-transparency model that competes with traditional dealer sales funnels. Relevant comparable for the digital marketplace trend pressuring traditional dealer economics in WELLER's geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/autoweller

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 Auto Weller