ROSIER Car Dealership

What ROSIER Car Dealership does

ROSIER Car Dealership, operating under ROSIER Holding GmbH, is a privately held German multi-brand automotive retail group founded approximately in 1927 and headquartered in Menden, North Rhine-Westphalia. Across 12+ physical locations spanning North Rhine-Westphalia, Lower Saxony, Saxony-Anhalt, and Schleswig-Holstein, ROSIER serves as an authorized sales and service partner for 13+ OEM brands split across passenger and commercial vehicle segments — including Mercedes-Benz, Audi, Volkswagen, Škoda, SEAT, CUPRA, Peugeot, smart, FUSO, Maxus, and the Piaggio Group (Vespa, Aprilia, Piaggio). The group employs 501-1000 staff and is represented by Heinrich Rosier and Marc Heinen.

Name

ROSIER Car Dealership

Legal name

ROSIER Holding GmbH

Website

https://rosier.de

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

501–1,000 employees

Short description

ROSIER is a privately held German multi-brand automotive dealership group operating 12+ locations across four German states, selling and servicing new and certified pre-owned vehicles from 13+ OEM brands including Mercedes-Benz, Audi, Volkswagen, Peugeot, smart, and FUSO for private, fleet, and commercial customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Menden

HQ country

Germany

HQ region

Europe

Offices20 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new vehicles from multiple brands including Mercedes-Benz, Audi, Volkswagen, Škoda, SEAT, CUPRA, Peugeot, smart, Maxus, FUSO, and Piaggio/Vespa/Aprilia. Revenue generated from full-price retail sales to private and business customers.
2. Used Vehicle Sales: Sale of certified pre-owned and used vehicles through branded programs including Mercedes-Benz 'Junge Sterne', Audi 'GW:plus', and Volkswagen 'Zertifizierte Gebrauchtwagen'. Stock of over 1,500 certified used vehicles available online.
3. Workshop and Maintenance Services: Full workshop services including maintenance, repairs, inspection (Hauptuntersuchung), 24-hour emergency service, glass repair, tire service, and paint/body work. Services available for all vehicle brands at multiple locations.
4. Parts and Accessories Sales: Sale of original replacement parts and accessories through an online shop (shop.rosier.de) and at physical locations. B2B parts sales via Mercedes-Benz WebParts/B2B Connect platform for workshops.
5. Vehicle Leasing and Financing: Leasing and financing offerings for both private and business customers. Leasing deals starting at approximately €169/month for commercial customers and €199-259/month for private customers. Vehicle financing rates from approximately €403/month.
6. Financial Services: Financial services including vehicle insurance, financing, and fleet management programs for business customers under brand programs such as Mercedes-Benz 'FlottenSterne', Audi 'Small Commercial', Volkswagen 'Professional Class', and Peugeot 'Professional Partner'.
7. Car Rental: Vehicle rental services offered under 'Autovermietung bei ROSIER' brand, providing short-term vehicle rentals to customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

ROSIER Car Dealership is a multi-brand automotive retail group operating 12+ dealership locations across Germany, offering new and certified pre-owned vehicles from brands including Mercedes-Benz, Audi, Volkswagen, Škoda, SEAT, CUPRA, Peugeot, smart, Maxus, FUSO, and Piaggio. The company provides comprehensive workshop services covering maintenance, repairs, inspections, tire and glass work, paint and body repairs, and 24-hour emergency assistance, alongside OEM parts and accessories sold through both physical locations and the shop.rosier.de e-commerce platform. ROSIER also delivers vehicle leasing, financing, fleet management programs, car rental, and electromobility services for private and business customers.

Product overview

ROSIER Car Dealership operates as a multi-brand automotive retail group offering new vehicles, certified pre-owned vehicles, and comprehensive automotive services. The core product portfolio centers on new vehicle sales across 13+ brands including Mercedes-Benz, Volkswagen, Audi, Škoda, SEAT, CUPRA, Peugeot, smart, Maxus, and commercial vehicle lines (FUSO Canter/eCanter, Mercedes-Benz Trucks). Supporting the vehicle sales are three key service pillars: (1) Workshop and Maintenance Services covering inspections, repairs, tires, and extended warranties; (2) Parts and Accessories including the ROSIER Online Shop and Mercedes-Benz B2B Connect for commercial customers; and (3) Financial Services including leasing, financing, and fleet management programs. Additional offerings include car rental, electromobility consulting, paint/body services, and the ROSIER Customer Card loyalty program. The group operates 13+ locations across North Rhine-Westphalia, Lower Saxony, Saxony-Anhalt, and Schleswig-Holstein.

Differentiator

Problem solved

Functional benefit

Products and services

• New Vehicle Sales Retail sale of new passenger and commercial vehicles from more than 12 authorized brands including Mercedes-Benz, Volkswagen, Audi, Škoda, SEAT, CUPRA, Peugeot, smart, Maxus, FUSO, Piaggio/Vespa/Aprilia, serving private and business customers across ROSIER's 12+ German dealership locations.
• Certified Pre-Owned Vehicles Sale of certified pre-owned vehicles through branded manufacturer programs including Mercedes-Benz Junge Sterne, Audi GW:plus, and Volkswagen Zertifizierte Gebrauchtwagen. A stock of over 1,500 certified used vehicles is available online for browsing and purchase.
• Vehicle Leasing Monthly subscription-based leasing for private and commercial customers across multiple brands. Example rates include VW Taigo from €169/month (commercial) or €199/month (private), VW T-Roc from €259/month (private), and Audi Q7 from €639/month excluding VAT for commercial and association customers.
• Vehicle Financing Monthly financing arrangements for vehicle purchases, with example rates including a Mercedes-Benz Sprinter 317 CDI from approximately €403/month and a Mercedes-Benz GLE 350 de 4M from €524/month, including VAT.
• Workshop and Maintenance Services Full-service automotive workshop covering maintenance, repairs, scheduled inspections (Hauptuntersuchung), 24-hour emergency service, glass repair, tire service, wheel alignment, extended warranty (Anschlussgarantie), and connectivity services. Available for all vehicle brands at multiple ROSIER locations.
• Parts and Accessories Sales Retail of original equipment manufacturer (OEM) replacement parts and accessories via the ROSIER Online Shop (shop.rosier.de) and at physical dealership locations. Product categories include vehicle parts (brake, electrical, exterior, interior), travel accessories, tech, lifestyle, and car care products, with the online shop serving over 85,000 customers. B2B parts sales are supported through the Mercedes-Benz WebParts/B2B Connect platform for professional workshops.
• Fleet and Corporate Customer Services B2B fleet management solutions for business customers through dedicated manufacturer programs including Mercedes-Benz FlottenSterne, Audi Small Commercial, Volkswagen Professional Class, and Peugeot Professional Partner. Includes commercial leasing, fleet financing, consolidated maintenance, salary conversion for e-vehicles, and dedicated business customer advisors.
• Car Rental Short-term vehicle rental services under the Autovermietung bei ROSIER brand, providing customers with mobility solutions across ROSIER dealership locations.
• Electromobility Services Sales of electric vehicles across supported brands (including Mercedes-Benz EQ range, smart #1/#3/#5, Peugeot e-2008/e-208/e-3008/e-308/e-5008, Škoda ENYAQ, Maxus eDELIVER/eTerron, VW ID. range, FUSO eCanter, Vespa Elettrica), charging solutions consultation, and guidance on state and manufacturer subsidies (Elektroprämie 2026).
• Paint and Body Center Specialized body and paint repair center (Lack- und Karosseriezentrum) for vehicle damage repair, offering professional collision and paint services at ROSIER locations.

Quantifiable outcome

• ROSIER maintains a stock of over 1,500 certified pre-owned vehicles available for online browsing and purchase.
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and flagship.

• Mercedes-Benz (Daimler AG)coreChannel Partner/ Reseller/ DistributorROSIER is an authorized Mercedes-Benz dealership and service partner. Offers Mercedes-Benz new vehicles, certified pre-owned 'Junge Sterne' vehicles, and full workshop services. Also authorized for Mercedes-Benz Trucks (Actros, Arocs, etc.) and Mercedes-Benz commercial vehicles (Sprinter, Vito, etc.) with dedicated fleet program 'FlottenSterne'.
• AudicoreChannel Partner/ Reseller/ DistributorROSIER is an authorized Audi dealership and service partner. Offers Audi new vehicles and certified pre-owned 'GW:plus' vehicles. Business fleet program 'Small Commercial' available for commercial customers.
• VolkswagencoreChannel Partner/ Reseller/ DistributorROSIER is an authorized Volkswagen dealership for both passenger cars and commercial vehicles (VW Nutzfahrzeuge). Offers Volkswagen 'Zertifizierte Gebrauchtwagen' certified pre-owned vehicles. Business fleet program 'Professional Class' available. Includes T6, T7, California campervan models.
• PeugeotcoreChannel Partner/ Reseller/ DistributorROSIER is an authorized Peugeot dealership and contract partner. Offers Peugeot passenger vehicles and electric models including e-2008, e-208, e-3008, e-308, e-5008. Commercial fleet program 'Professional Partner' available.
• smartcoreChannel Partner/ Reseller/ DistributorROSIER is an authorized smart dealership. Offers smart electric vehicles including smart #1, smart #3, and smart #5 models.
• FUSO (Daimler Truck AG)coreChannel Partner/ Reseller/ DistributorROSIER is an authorized FUSO partner since 2004. FUSO is an integral part of Daimler AG. ROSIER offers FUSO Canter (light commercial truck, up to 7.5t) and FUSO eCanter (fully electric light truck, world's first series-produced electric light truck). Available at Braunschweig and Goslar locations.
• Škoda AutocoreChannel Partner/ Reseller/ DistributorROSIER is an authorized Škoda dealership offering Škoda new vehicles including KAMIQ, KODIAQ, OCTAVIA, FABIA, SUPERB, ENYAQ (electric), and CITIGO.
• SEAT / CUPRAcoreChannel Partner/ Reseller/ DistributorROSIER is an authorized SEAT and CUPRA dealership offering SEAT models (Ateca, Ibiza, Leon, Arona, Tarraco) and CUPRA models (Ateca, Formentor, Leon, Tavascan, Terramar).
• Piaggio Group (Vespa / Aprilia)coreChannel Partner/ Reseller/ DistributorROSIER is an authorized Piaggio dealer for Vespa scooters and Aprilia motorcycles. Vespa models include Primavera, Sprint, GTS series, and others. Aprilia models include RS, SX, and Tuono motorcycle ranges.
• Maxus (SAIC Motor)coreChannel Partner/ Reseller/ DistributorROSIER is an authorized Maxus dealer offering electric commercial vehicles including DELIVER 7, DELIVER 9, eDELIVER series, eTerron 9, Euniq 6, MIFA 7, MIFA 9, and T60 pickup trucks.
• Borussia Dortmund (BVB)flagshipGTM or Marketing PartnerROSBER is the official automotive partner of Borussia Dortmund (BVB), one of Germany's most successful football clubs. This partnership serves as a flagship marketing relationship, providing brand visibility, community engagement, and cross-promotional opportunities at BVB matches and events.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Senger Group: German multi-brand automotive dealership group with similar structure to ROSIER, operating multiple authorized brand franchises (Mercedes-Benz, Audi, VW, Porsche, etc.) across dealerships in northern and western Germany. Comparable in scale, multi-brand strategy, and authorized OEM relationships.
• Beresa GmbH & Co. KG: German Mercedes-Benz and smart dealer group operating multiple locations in northern Germany. Closely comparable to ROSIER in brand portfolio (Mercedes, smart), authorized service for Mercedes-Benz Trucks, and workshop plus parts business across regional locations.
• Tölke + Fischer GmbH & Co. KG: German Mercedes-Benz authorized dealer group with multiple locations in the Rhine-Ruhr region. Similar authorized Mercedes-Benz passenger and commercial vehicle franchise structure to ROSIER's Mercedes-Benz operations.
• AHG Autohandelsgesellschaft mbH: German multi-brand automotive dealer group operating dealerships across multiple German states. Comparable mid-sized authorized dealer group with similar brand portfolio, workshop, and parts operations.

Broad incumbents

• AVAG Holding SE: One of Germany's largest privately held automotive retail groups with a broad portfolio of brand dealerships. Significantly larger than ROSIER with national footprint and multiple OEM authorizations, but operates the same multi-brand authorized dealer business model.
• Emil Frey Group: One of Europe's largest automotive retail groups headquartered in Switzerland with extensive operations across Germany. Operates multi-brand authorized dealerships with workshop, parts, and fleet services - directly comparable business model to ROSIER but at substantially larger scale.

Others

• AutoScout24 GmbH: Germany's largest online automotive marketplace for new and used vehicles. Not a direct competitor but a key channel partner and competitive threat that captures demand generation ROSIER historically controlled through showroom traffic.
• Mobile.de (Adevinta): Major German online automotive marketplace where ROSIER lists its 1,500+ certified pre-owned vehicles. Indirect competitor that aggregates dealer inventory and enables consumer cross-shopping, but also a critical demand-generation channel for the dealer.
• AUTO1 Group SE: European online used car platform that disrupts traditional dealer intermediation through direct consumer-to-dealer transactions. Competitive threat to ROSIER's certified pre-owned business, though some ROSIER inventory may flow through AUTO1's wholesale channels.
• Cox Automotive Deutschland: Provider of automotive digital marketing, dealer software, and inventory management solutions serving German dealers including ROSIER. Ecosystem participant rather than direct competitor, but shapes the digital infrastructure automotive retailers depend on.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/rosiergruppe

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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 ROSIER Car Dealership