Autohaus Oppel

What Autohaus Oppel does

Autohaus Oppel GmbH is a family-owned, multi-brand automotive dealership headquartered in Ansbach-Elpersdorf, Bavaria, tracing its origins to 1928. The company operates two primary retail and service locations — Ansbach-Elpersdorf and Heilsbronn — and a third operations support site in Plauen (Saxony) for processing leasing returns. It represents eight vehicle brands: Citroën, GWM (ORA and WEY EV/PHEV lines added March 2024), Iveco (commercial vehicles), Maserati, Mercedes-Benz (used vehicles and service only), Peugeot, Suzuki, and Volvo, alongside smart for used vehicles. Customers are primarily individual buyers and small business/fleet operators in Middle Franconia, served through field sales consultants and a growing self-serve digital layer (digital35 online vehicle exchange, Blitztermin online service booking, Zubehörshop accessories store, WhatsApp Business).

The business model combines transactional vehicle sales (new and used), workshop service and maintenance (including HU/AU inspection, tire changes, washing, general repair across all represented brands), parts and accessories sales, vehicle trade-in/buyback, seasonal tire storage, and insurance/financing intermediation under a §34d GewO registration. Underlying technology is a standard WordPress website with commodity integrations (Google Analytics 4, Google Ads/Remarketing, Complianz consent, Microsoft Teams, WhatsApp Business, carsonal eRecruiting) plus third-party SaaS for online booking, accessories catalog, and digital offers. The company runs the Oppel-VIP customer loyalty program and participates in OEM-tied programs (Mercedes me, Stellantis 5 Plus, Mercedes-Benz Servicevorteilsprogramm).

Revenue is generated primarily through margins on new and used vehicle sales and labor/parts markup on workshop services, with ancillary streams from accessories, tire storage fees, trade-in resale spread, and insurance/financing commissions. The company has been recognized as a top regional employer (kununu 'Top Company' and 'Arbeitgeber der Zukunft' in 2024 and 2025) and has placed first in the Ansbacher Kundenspiegel customer survey for nine consecutive cycles (1998-2024). Ownership rests with the Oppel family (Susanne Oppel as managing shareholder, Gisela Oppel as shareholder and Prokuristin), with no external private equity or venture capital involvement evidenced.

Name

Autohaus Oppel

Legal name

Autohaus Oppel GmbH

Website

https://oppel-automobile.de

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

251–500 employees

Short description

Autohaus Oppel is a family-owned, multi-brand automotive dealership in Bavaria (Ansbach and Heilsbronn) representing eight vehicle brands including Citroën, GWM, Mercedes-Benz, Peugeot, Volvo and others, serving both individual buyers and commercial/fleet customers with new and used vehicle sales, full workshop services, parts, and digital booking channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Ansbach

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new vehicles from multiple brands: Citroën, GWM, Maserati, Mercedes-Benz (used only), Peugeot, Suzuki, Volvo. Also commercial vehicles from Iveco. Revenue generated from margin on vehicle sales to end consumers.
2. Used Vehicle Sales: Sale of used/annual vehicles including attractive used cars from Mercedes-Benz and smart. Also sells leased vehicles returned to the company. Revenue from margin on pre-owned vehicle sales.
3. Service, Maintenance & Repair: Workshop services for all brands offered, including inspection (HU/AU), tire changes, vehicle washes, and general repair. Services are booked via Blitztermin online tool or by phone/email. Revenue generated from labor and parts markup on service work. Mercedes-Benz service appointments are handled through Mercedes-Benz AG's service portal.
4. Parts & Accessories Sales: Sale of vehicle accessories and spare parts through the Zubehörshop, using the Zubehör-Navigator platform from Dr. Schnell & Dr. Hensel GmbH. Revenue from markup on parts and accessories.
5. Vehicle Purchase / Trade-in: The company offers a vehicle trade-in/buyback service (Fahrzeug Ankauf) where customers can sell their existing vehicles to the dealership. Revenue generated from the margin on reselling traded-in vehicles.
6. Tire Storage Services: Tire and wheel storage services (Reifen/Räder Verwahrung) for seasonal tire changes, governed by specific AGB. Storage contracts run for 6 months with automatic renewal. Revenue from storage fees.
7. Insurance & Financing Intermediation: The company holds an insurance intermediary registration (Versicherungsvermittlerregister D-4BLW-8AGL3-41) under §34d GewO, indicating they earn commissions from arranging vehicle insurance and possibly financing/leasing products.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels11 records

Core offering

Autohaus Oppel is a family-owned multi-brand automotive dealership selling new vehicles from Citroën, GWM (ORA/WEY), Maserati, Peugeot, Suzuki, and Volvo, plus used Mercedes-Benz and smart vehicles, alongside commercial Iveco trucks. The dealership provides full multi-brand workshop service and repair, parts and accessories sales, vehicle trade-in/buyback, tire storage, online vehicle search and digital offer processing, online service appointment booking, and a customer loyalty program (Oppel-VIP) supported by insurance and financing intermediation.

Product overview

Autohaus Oppel is a multi-brand automotive dealership with a unified platform comprising vehicle sales, workshop services, and digital customer engagement tools. The core offerings are new and pre-owned vehicle sales across 8 brands (Citroën, GWM/ORA/WEY, Maserati, Mercedes-Benz, Peugeot, Suzuki, Volvo, IVECO), supported by workshop/maintenance services, online appointment booking, accessories sales, and customer loyalty programs (Oppel-VIP, Mercedes me, Stellantis 5 Plus). The company operates across 3 locations in Bavaria (Ansbach-Elpersdorf, Heilsbronn) and Saxony (Plauen), serving both retail and commercial vehicle customers.

Differentiator

Problem solved

Functional benefit

Brands

• Oppel-VIP: Customer loyalty and bonus program offered by the dealership
• AllTrucks

Products and services

• New Vehicle Sales Sale of brand-new passenger vehicles and demonstration vehicles from Citroën, GWM (ORA, WEY), Maserati, Peugeot, Suzuki, and Volvo, sold to individual consumers and businesses through physical showrooms and the online platform.
• Used Vehicle Sales Sale of pre-owned and year-old vehicles across represented brands including attractive used Mercedes-Benz and smart cars, as well as leased vehicles returned to the company.
• Workshop Service and Repair Multi-brand repair and maintenance services including HU/AU inspection, tire changes, vehicle washes, and general servicing for all brands. Service appointments can be booked online via the Blitztermin tool, by phone, or via WhatsApp. Mercedes-Benz service appointments are routed through Mercedes-Benz AG's service portal.
• AllTrucks Commercial Vehicle Service Specialized commercial-vehicle service program for Iveco trucks and commercial fleet maintenance, targeting business and fleet customers.
• Vehicle Trade-in / Buyback Service that allows customers to sell their existing vehicles to the dealership via a non-binding inquiry process, generating margin on resale of trade-ins.
• Tire Storage Service Seasonal tire and wheel storage with a 6-month storage contract that automatically renews, governed by specific AGB.
• Accessories and Parts Shop (Zubehörshop) Online shop for vehicle accessories and replacement parts, integrated with the Dr. Schnell & Dr. Hensel GmbH Zubehör-Navigator accessories catalog.
• Online Service Appointment Booking Online appointment booking for workshop service through the Blitztermin tool (mobilApp GmbH), accessible via the company website and supporting online booking across multiple service types including inspection, tire changes, and washes.
• Online Vehicle Purchase (digital35) Digital vehicle offer and online purchase channel powered by digital35 GmbH, allowing customers to request digital vehicle offers and complete vehicle purchases online with payment options including PayPal, SEPA direct debit, giropay, and Klarna Sofortüberweisung.
• Oppel-VIP Customer Loyalty Program Customer loyalty and bonus program administered via smart profit solutions GmbH, offering points, discounts, and benefits to repeat dealership customers and supporting retention and referral activity.
• Insurance and Financing Intermediation Intermediation of vehicle insurance and financing/leasing products under §34d GewO (Versicherungsvermittlerregister D-4BLW-8AGL3-41), with revenue earned on commission from arranged contracts.

Quantifiable outcome

• 1st place (Branchensieger) in 10th Ansbacher Kundenspiegel 2024 across all evaluated categories (Freundlichkeit, Arbeitsqualität, Preis-Leistungs-Verhältnis)
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

One partnership is on record.

• GWM (Great Wall Motors) / Frey Import Services GmbHcoreChannel Partner/ Reseller/ Distributor · 15 March 2024In March 2024, Autohaus Oppel officially added GWM (Great Wall Motors) to its brand portfolio, representing the ORA and WEY model lines. The partnership was facilitated through Frey Import Services GmbH (Regionalleiter Region Süd, Rüdiger Warthemann), which serves as GWM's official importer/distributor for Germany. The company now sells the fully electric GWM ORA 03 and the GWM WEY plug-in hybrid models (WEY 03 and WEY 05) at its Ansbach-Elpersdorf location.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• AVAG Holding GmbH & Co. KG: Large southern-German multi-brand automotive dealer group headquartered in Augsburg. Comparable to Oppel as a multi-brand retail operation with workshop service across mass-market and premium brands, but operating at significantly larger scale and broader geographic reach across Bavaria.
• Emil Frey Group: One of Europe's largest automotive dealer groups with a German presence. Comparable as a multi-brand retail/service platform with similar GTM motion (showroom + workshop + F&I), though much larger and operating pan-regionally.
• Mercedes-Benz Direct Dealer Operations: Official Mercedes-Benz retail and service network in Germany. Comparable in workshop and used-vehicle activities that Oppel performs under the Mercedes-Benz franchise, but bypassing third-party dealers for new-car sales where Oppel has been excluded.

Direct peers

• PSA Retail Deutschland GmbH (now Stellantis Retail): OEM-owned direct retail arm for Stellantis brands including Peugeot and Citroën (two of Oppel's represented brands). Directly comparable as authorized multi-brand dealer with showroom and service operations, though owned by the manufacturer rather than family-operated.
• Autohaus Senger GmbH & Co. KG: Multi-brand automotive dealer group operating in Bavaria/southern Germany, representing a similar mix of volume and premium brands. Comparable family-to-mid-sized German dealer model with multi-location footprint, workshop service, and F&I intermediation.
• Volvo Car Retail Deutschland: Official Volvo retail partner network in Germany, of which Oppel is one franchisee. Comparable as Volvo authorized sales and service partner competing for the same regional Volvo volume but typically with single-brand focus and OEM-driven operations.
• Alltrucks GmbH & Co. KG: Independent commercial vehicle workshop network (joint venture of Bosch, ZF, and Continental) that Oppel has integrated under its AllTrucks service offering for Iveco trucks. Directly comparable as a multi-brand commercial vehicle service network, though Alltrucks is a partner/co-branded program rather than a competitor.

Others

• AutoScout24 GmbH: Germany's largest online vehicle marketplace. Comparable as a digital channel for new and used vehicle discovery that competes for the same consumer attention as Oppel's online vehicle search and Traumwagen-Finder tools, though it is an enabler/marketplace rather than a direct competitor for the dealer sale itself.
• Mobile.de (Adevinta): Leading German online vehicle listing platform where dealers like Oppel advertise inventory. Comparable as a customer-acquisition channel competing with Oppel's owned digital marketing and OEM-driven traffic for the same downstream vehicle sale.

Regional players

• Auto Bach GmbH: Mid-sized multi-brand automotive dealer in the German Mittelstand with multi-line OEM representation and service operations. Comparable in being a multi-brand retail/service dealership with similar F&I and accessories revenue streams, though operating in a different regional geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@oppelautomobile
• Facebookfacebook.com/autohaus.oppel.ansbach
• LinkedInlinkedin.com/company/autohaus-oppel-gmbh
• Instagraminstagram.com/autohausoppel/?hl=de

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Autohaus Oppel