Krull Gruppe

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.

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

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

• Automotive dealership services
• Vehicle sales leasing
• Auto repair maintenance
• Car insurance brokerage
• Fleet management services

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. Vehicle Service and Maintenance: Workshop services including inspection, maintenance, repairs, tire changes, and climate system service. Offered at all locations with certified technicians.
3. Parts and Accessories Sales: Sales of original parts and accessories through their Distrigo parts distribution program covering multiple brands including Stellantis brands.
4. Insurance Products: Vehicle insurance offerings including liability, comprehensive, and driver protection insurance. Company acts as insurance intermediary with multiple insurance partners.
5. 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.
6. Vehicle Rental: Short-term vehicle rentals for vacation, trips, and as workshop replacement vehicles.
7. Vehicle Purchase (Ankauf): Purchase of used vehicles from customers across all brands and models, including older vehicles and those with high mileage.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core 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

Named customers1 record

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• INEOS AutomotivecoreChannel Partner/ Reseller/ DistributorKrüll 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)minorGTM or Marketing PartnerHSV 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)coreChannel Partner/ Reseller/ DistributorDISTRIGO 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

Direct 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

• YouTubeyoutube.com/channel/UC1euU8xbN-U79uAWZ8jvAzw
• Facebookfacebook.com/Kruell.Gruppe
• Instagraminstagram.com/kruell.gruppe

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries8 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 Krull Gruppe