Krull Gruppe
Krüll Gruppe is a privately held, family-controlled multi-brand automotive dealership group in Northern Germany, operating 9 branches across Hamburg, Lüneburg, and Rostock, selling approximately 15,000 vehicles annually across 12 OEM brands and generating €340 million in revenue from private and corporate customers.
- Company typePrivate
- Founded1930
- HeadquartersHamburg, Germany
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What Krull Gruppe does
Krüll Gruppe is a privately held, family-controlled multi-brand automotive dealership group headquartered in Hamburg, Germany, operating 9 branches across Hamburg, Lüneburg, and Rostock with approximately 550 employees. The group sells approximately 15,000 new and used vehicles annually across 12 automotive brands including Ford, Volvo, Polestar, Jaguar, Land Rover, Ineos, MG, Nissan, Opel, Citroën, Peugeot, and LEVC, generating disclosed annual revenue of €340 million. Beyond vehicle sales, Krüll operates the full automotive lifecycle value chain: financing and leasing arrangements via Deutsche Leasing, Santander Consumer Leasing and Bank Deutsches Kraftfahrzeuggewerbe; in-house insurance products underwritten by Aioi Nissay Dowa through licensed intermediary entities; workshop service, parts and accessories distribution (including the Distrigo Relay Partner program for Stellantis brands); 24-hour emergency assistance; short-term rental; and vehicle purchase (Ankauf) of used vehicles across all brands.
The company is structured as Krüll Motor Company GmbH & Co. KG (the operating limited partnership) under a Krüll Holding GmbH holding company, with separate operating subsidiaries for each major location or brand vertical (AMC Krüll, Krüll Premium Cars, Krüll FO, plus four Rostock entities Krüll CI, TO, NI, OP GmbH). Customer segments span private individual consumers and corporate/Großkunden fleet buyers, with distribution primarily through owned physical dealerships supplemented by an online vehicle search portal and a Ford Accessories Navigator e-commerce channel. Marketing includes active social media (Facebook, Instagram, YouTube) and an exclusive HSV (Hamburger Sport-Verein) sports sponsorship. The company operates no proprietary technology platform; it relies on standard dealer management systems and partner-supplied digital tools such as e-mobilio for electromobility consultation.
Krüll's go-to-market is fundamentally enterprise field sales through owned physical locations in Northern Germany, with brand-dedicated sales teams per location and a separate Großkunden motion for fleet and corporate accounts. The 90+ year operating history (founded c. 1930) under the Krüll name and the HSV partnership serve as regional brand anchors, while the multi-OEM authorised franchise portfolio and embedded financial-services licenses create cross-sell density per customer transaction. Electromobility is positioned as a forward growth vector with dedicated Polestar and EV-hybrid offerings.
Krull Gruppe firmographics
Firmographics- Name
- Krull Gruppe
- Legal name
- Krüll Motor Company GmbH & Co. KG
- Website
- https://kruell.com
- Company type
- Private
- Founded year
- 1930
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Krüll Gruppe is a privately held, family-controlled multi-brand automotive dealership group in Northern Germany, operating 9 branches across Hamburg, Lüneburg, and Rostock, selling approximately 15,000 vehicles annually across 12 OEM brands and generating €340 million in revenue from private and corporate customers.
- Ownership category
- akta.pro rank
Krull Gruppe industry classification
Industry- Product category
- Automotive Dealership Services
- NAICS
- Automobile Dealers (4411)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- Vehicle Protection & Add-on Product Financing (Warranties, GAP, Service Plans) (FSAKADAL)
Keywords
Where Krull Gruppe is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
Offices8 records
Markets served
Krull Gruppe business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Vehicle Sales: Sales of new and used vehicles across 12+ automotive brands including Ford, Volvo, Polestar, Jaguar, Land Rover, Ineos, MG, Nissan, Opel, Citroën, Peugeot, and LEVC. Both retail and fleet sales.
- Vehicle Service and Maintenance: Workshop services including inspection, maintenance, repairs, tire changes, and climate system service. Offered at all locations with certified technicians.
- Parts and Accessories Sales: Sales of original parts and accessories through their Distrigo parts distribution program covering multiple brands including Stellantis brands.
- Insurance Products: Vehicle insurance offerings including liability, comprehensive, and driver protection insurance. Company acts as insurance intermediary with multiple insurance partners.
- Financing and Leasing: Vehicle financing and leasing arrangements through partner banks and leasing companies including Deutsche Leasing AG, Santander Consumer Leasing, and Bank Deutsches Kraftfahrzeuggewerbe.
- Vehicle Rental: Short-term vehicle rentals for vacation, trips, and as workshop replacement vehicles.
- Vehicle Purchase (Ankauf): Purchase of used vehicles from customers across all brands and models, including older vehicles and those with high mileage.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Vehicle financing rates starting from €139/month for select models |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Krull Gruppe product offering
Product offeringCore offering
Krüll Gruppe operates as a multi-brand automotive dealership group selling new and used vehicles across 12+ brands (Ford, Volvo, Polestar, LEVC, Jaguar, Land Rover, Ineos, MG, Nissan, Opel, Citroën, Peugeot) through 9 physical dealership locations in Hamburg, Lüneburg, and Rostock. The company provides an integrated automotive lifecycle offering including vehicle sales, financing and leasing, insurance brokerage, workshop service and maintenance, parts distribution, 24-hour emergency support, vehicle rental, and fleet management for both private and corporate customers.
Product overview
Krüll Gruppe operates as a large German automotive dealership group with a multi-brand, multi-location retail and service model. The core offering centers on new and used vehicle sales across 12 automotive brands (Ford, Volvo, Polestar, LEVC, Jaguar, Land Rover, Ineos, MG, Nissan, Opel, Citroën, Peugeot) supported by integrated financial services including vehicle financing, leasing, and insurance products. The group complements its sales operations with a comprehensive service network offering workshop maintenance, 24-hour emergency assistance, vehicle acquisition, and rental services. Specialized sub-brands include the Ford Zubehör Navigator for accessories by location, the Distrigo Relay Programm for B2B parts distribution to independent workshops, and dedicated Polestar and Ineos Grenadier sales operations. Electromobility solutions are supported through e-mobilio partnership for 360-degree EV consultations including wallbox installation. The group operates 9 branches in Hamburg, Lüneburg, and Rostock with approximately 550 employees, selling 15,000 vehicles annually and generating €340 million in revenue.
Differentiator
Problem solved
Functional benefit
Products and services
- New Vehicle Sales (Neuwagenverkauf)
Quantifiable outcome
- 340 million Euro annual revenue with 15,000 vehicles sold
- +1 more outcomes
Companies that use Krull Gruppe
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles4 records
Krull Gruppe technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Krull Gruppe partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- INEOS AutomotivecoreKrüll Motor Company GmbH & Co. KG is an authorized INEOS contract partner for the Grenadier vehicle, serving northern Germany with sales and service from Hamburg-Altona and Rostock locations. They offer the complete Grenadier lineup including Station Wagon, Utility Wagon, and Quartermaster models with extensive offroad accessory programs.
- HSV (Hamburger Sport-Verein)minorHSV Exklusivpartner - exclusive partnership between Krüll Gruppe and HSV football club for automotive services and marketing visibility. The partnership includes joint branding at Volvo-HSV themed vehicles and promotional activities.
- Distrigo (Stellantis)coreDISTRIGO Relay Partner - Stellantis parts distribution program providing Krüll with comprehensive parts catalog access (Service Box), original parts (MOPAR), multimarken parts (EUROREPAR), and sustainability solutions (REMAN, REPAIR, REUSE). Supports independent workshops with special purchasing conditions and technical support.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Krull Gruppe competitors and assessment
Company assessmentDirect peers
- Gottfried Schultz Gruppe: German multi-brand automotive dealership group headquartered in the Rhine-Ruhr region, operating a similar multi-brand, multi-location retail and service model to Krüll Gruppe with comparable OEM relationships and integrated financing/insurance offerings.
- Rosier Gruppe: German automotive dealer group with multi-brand retail, service, and parts operations in Northern and Western Germany, operating a structurally similar business model to Krüll including Ford and Volvo franchises.
- Dello Gruppe: Major German automotive retail group operating multiple brands across Northern Germany including Hamburg, with comparable multi-brand dealership and service model directly overlapping Krüll's home geography.
- AVAG Holding SE: Large German automotive dealer group with extensive multi-brand retail, service, and parts distribution operations, comparable in scale and integrated structure to Krüll Gruppe.
- Max Moritz Gruppe: German automotive dealer group offering multi-brand vehicle sales, service, and parts operations with a similar integrated retail model and family-owned structure to Krüll.
- Bleker Gruppe: Mid-sized German multi-brand automotive dealer group operating physical dealership locations with sales, service, and parts capabilities comparable to Krüll's regional integrated model.
Broad incumbents
- Hedin Mobility Group: Large European automotive retail and distribution group with operations across multiple countries; broader geographic and brand portfolio than Krüll but operating in the same dealership and distribution space.
- Emil Frey Group: Major European automotive dealer and distribution group with multi-brand operations across Switzerland, Germany, and other markets; competes at scale with Krüll in overlapping territories and is significantly larger.
Emerging players
- Auto1 Group SE: Digital-first European used-car platform; competes with Krüll's used-car business through online sourcing, pricing, and B2B/B2C marketplace models, representing the digital-native alternative to traditional dealership.
- Carwow: Online car marketplace and lead-generation platform connecting consumers with dealers in Germany; competes with Krüll for new-car leads and customers, representing structural pressure on the traditional dealership funnel.
Market position
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Krull Gruppe social profiles
Digital presenceKrull Gruppe financial estimates
Financial estimateRevenue estimate
Valuation estimate
Krull Gruppe leadership team
Management profileNumber of profiles
Profiles8 records
Krull Gruppe subsidiaries and ownership
Company hierarchySubsidiaries8 records
Krull Gruppe funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Krull Gruppe M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Krull Gruppe
What does Krull Gruppe do?
Krüll Gruppe operates as a multi-brand automotive dealership group selling new and used vehicles across 12+ brands (Ford, Volvo, Polestar, LEVC, Jaguar, Land Rover, Ineos, MG, Nissan, Opel, Citroën, Peugeot) through 9 physical dealership locations in Hamburg, Lüneburg, and Rostock. The company provides an integrated automotive lifecycle offering including vehicle sales, financing and leasing, insurance brokerage, workshop service and maintenance, parts distribution, 24-hour emergency support, vehicle rental, and fleet management for both private and corporate customers.
Is Krull Gruppe a public or private company?
Krull Gruppe is a private company. It is classified as family owned and is currently operating.
When was Krull Gruppe founded?
Krull Gruppe was founded in 1930. It employs 251 to 500 people.
Where is Krull Gruppe based?
Krull Gruppe is headquartered in Hamburg, Germany, in the Europe region.
How does Krull Gruppe make money?
Seven revenue lines are on record. Vehicle Sales are the primary driver. The others are vehicle Service and Maintenance, parts and Accessories Sales, insurance Products, financing and Leasing, vehicle Rental and vehicle Purchase (Ankauf).
Who are Krull Gruppe's main competitors?
Direct peers on record are Gottfried Schultz Gruppe, Rosier Gruppe, Dello Gruppe, AVAG Holding SE, Max Moritz Gruppe and Bleker Gruppe. Broad incumbents are Hedin Mobility Group and Emil Frey Group. Emerging players are Auto1 Group SE and Carwow.
Does Krull Gruppe have an API?
No public API is recorded for Krull Gruppe.
What industry is Krull Gruppe in?
Krull Gruppe's product category is Automotive Dealership Services. Its primary akta.pro industry code is FSAKADAL, Vehicle Protection & Add-on Product Financing (Warranties, GAP, Service Plans). Its NAICS code is 4411 and its SIC code is 5500.