AVAG Holding

What AVAG Holding does

AVAG Holding SE is a family-owned automotive retail group headquartered in Augsburg, Germany, operating 191 dealership and service locations across five European countries (Germany, Austria, Croatia, Hungary, Slovenia) through 63 subsidiaries coordinated via three intermediate holdings — DIO (German Stellantis/Hyundai/Kia), DIA (German Ford/Toyota/Lexus/Nissan/Honda), and AVI (international operations). The group serves private retail customers (B2C), corporate and commercial fleet customers (B2B), and public-sector buyers as an authorized Bundes- und Landesbehördenhändler, distributing vehicles and parts for 13+ brands including Opel, Hyundai, Toyota, Ford, Honda, Nissan, Kia, Peugeot, Citroën, Fiat, DS Automobiles, Mercedes-Benz (via the Wiesenthal acquisition), and Leapmotor International. In the most recent reporting period the group sold 120,992 vehicles and recorded €3.06 billion in turnover with 5,843 employees.

The core operating platform combines a centralized Zentrallager logistics hub holding 10,000+ new and used vehicles, a 20,000 m² Logistikpark Stollberg spare-parts center, the AVAG Flottenzentrum B2B fleet platform covering 31+ brands, and the proprietary "Big Deal / Big Long-Life Deal" dealer warranty (6–7 years on key components plus three free inspections) complemented by the DIA-Garantie extended warranty. A manufacturer-independent online vehicle configurator, brought in-house via the November 2020 acquisition of 3-ka Marketingagentur, supports digital sales workflows, and an in-house Business Development Center (completed 2021) drives marketing, digitalization, and AI-supported tools. The proprietary Autoabo "Sorglos günstig fahren" subscription product, operated through a dedicated subsidiary, adds a recurring-revenue channel.

Revenue is generated primarily through transaction-based new and used vehicle sales, after-sales service (Mechatronik, Karosserie, Lack), managed fleet services, the Autoabo subscription, and OEM parts/accessories. Go-to-market is a multi-channel blend of wholly-owned physical retail, an online configurator/website, dedicated B2B fleet sales, and authorized OEM dealer agreements. The Still family retains fourth-generation ownership; co-CEOs Roman Still and Albert C. Still have led the group jointly since 2012, joined by COO Jürgen Keller (July 2024, ex-Hyundai Deutschland and Opel) and CFO Manuel Zösch (January 2025).

Name

AVAG Holding

Legal name

AVAG Holding SE

Website

https://avag.eu

Company type

Private

Founded year

1915

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

AVAG Holding SE is a family-owned multi-brand automotive retail group operating 191 dealerships across five European countries, generating €3.06 billion revenue from 120,992 vehicles annually and serving private, corporate fleet, and government customers via Opel, Hyundai, Toyota, Mercedes-Benz, and other brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Augsburg

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New vehicle sales: Sales of new vehicles across the multi-brand portfolio (Opel, Hyundai, Toyota, Ford, Honda, Nissan, Kia, Peugeot, Citroen, Fiat, DS Automobiles, Mercedes-Benz, Leapmotor International) via 191 retail locations; transaction-based revenue with volume of 120,992 total vehicles sold group-wide at 3.06 billion EUR revenue.
2. Used vehicle sales: Sale of pre-owned vehicles, supported by the AVAG Zentrallager holding 10,000+ new and used cars for fast delivery; transaction-based revenue.
3. After-sales service & repair: Workshop services including Mechatroniker diagnostics/repair, Karosseriebauer (bodywork), Lackierer (paint), and inspection/maintenance delivered across the dealer network; recurring revenue from service contracts and warranty work (incl. Big Deal inspections and DIA-Garantie).
4. Fleet management (AVAG Flottenzentrum): Managed fleet services covering 31+ brands for corporate, commercial and government customers, including federal/state authorities (Bundes- und Landesbehördenhändler); ongoing managed services relationship.
5. Autoabo subscription 'Sorglos günstig fahren': Subscription-based vehicle subscription product offering customers worry-free monthly driving without long-term commitment; recurring revenue stream.
6. Parts, accessories & logistics: Sale of OEM parts and accessories plus internal/external warehouse logistics (Lagerlogistik) supporting both own workshops and third parties.
7. Bodywork & paint services: Karosseriebauer and Lackierer services (accident repair, body restoration, paint) delivered as professional services across the network.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

AVAG Holding SE is a family-owned automotive retail holding company that majority-owns 44 domestic and 19 international operating companies across 191 dealership sites in five European countries (Germany, Austria, Croatia, Hungary, Slovenia). The group operates as a multi-brand authorized dealer for Opel, Hyundai, Toyota, Ford, Honda, Nissan, Kia, Peugeot, Citroen, Fiat, DS Automobiles, Mercedes-Benz and Leapmotor, selling new and used vehicles, providing after-sales service and warranty (including the proprietary Big Deal program), fleet management via the AVAG Flottenzentrum, and a vehicle subscription product ("Sorglos günstig fahren"). It also functions as a central service provider to its dealerships through a central warehouse (Zentrallager), a 20,000 sqm spare-parts logistics centre, a Business Development Center, a proprietary online vehicle configurator, and the AVAG Akademie training academy.

Product overview

AVAG Holding SE is a single automotive retail holding company operating a platform-plus-modules architecture of services and proprietary customer programs. The core platform is the umbrella holding that majority-participates in 44 domestic and 19 international "operative companies" across 191 European sites, coordinated via three intermediate holdings (DIO for Germany/Stellantis-Kia-Hyundai, DIA for Ford/Toyota/Lexus/Nissan/Honda, and AVI for Austria/Croatia/Hungary/Slovenia). On top of this, AVAG operates a set of proprietary in-house modules: the "BIG Deal / Big Long-Life Deal" warranty-plus-inspections customer program, the "DIA-Garantie" dealer-own warranty, the "Neuwagen-Zentrallager" central new- and used-vehicle warehouse (with ~4,000–10,000 cars), the "Händlerbetriebsvergleich" dealer benchmarking tool, the "Sorglos günstig fahren" (Autoabo) car-subscription product run by a dedicated subsidiary, the "AVAG Flottenzentrum" multi-brand fleet center (31+ brands incl. Leapmotor), the 3-ka / Fahrzeugkonfigurator online vehicle configurator, the 20,000 m² Logistikpark Stollberg spare-parts logistics centre, the Business Development Center (BDC) for inbound/outbound marketing, and the AVAG-Akademie training programme. AVAG also runs the "Auto-Staiger" heritage Opel dealership network and the digital Hinweisgebersystem (whistleblower) provided by aigner business solutions.

Differentiator

Problem solved

Functional benefit

Brands

• BigDeal: In-house warranty and service program (Händlereigengarantie) offering 6-year warranty on key vehicle components and three free inspections for new cars
• Sorglos günstig fahren
• 3-ka
• DIO
• DIA
• AVI (AV International)

Products and services

• Multi-brand new and used vehicle retail (DIO division - Stellantis, Kia, Hyundai dealerships in Germany) Retail sale of new and used vehicles across multiple brands (Opel, Peugeot, Citroen, DS Automobiles, Fiat, Kia, Hyundai) through DIO-coordinated German dealerships, for private retail customers and business buyers.
• Multi-brand new and used vehicle retail (DIA division - Ford, Toyota, Lexus, Nissan, Honda dealerships in Germany) Retail sale of new and used vehicles across the DIA-coordinated brand portfolio (Ford, Toyota, Lexus, Nissan, Honda and others) through German dealerships, for private retail customers and business buyers.
• Multi-brand vehicle retail and service (AVI - AV International, Austria/Croatia/Hungary/Slovenia) Retail sale of new and used vehicles and after-sales service for the multi-brand portfolio across Austria, Croatia, Hungary and Slovenia, coordinated through AVI (AV International GmbH) covering 19 majority-owned subsidiaries at 44 sites.
• Autoabo "Sorglos günstig fahren" (Car Subscription) Subscription-based vehicle-ownership alternative launched in 2020 and operated by the dedicated subsidiary 'Sorglos günstig fahren GmbH', providing customers with a flexible, all-inclusive monthly car subscription without long-term commitment.
• AVAG Flottenzentrum (Multi-brand Fleet Management) AVAG's multi-brand corporate-fleet centre offering 31+ brands (incl. Leapmotor EV) with a single point of contact (One-Face-to-the-Customer) covering quotation, ordering, delivery and aftersales for fleet customers.
• Big Deal / Big Long-Life Deal (Dealer Warranty and Inspection Program) Proprietary AVAG dealer warranty-and-service package combining a 6- or 7-year (Long Life variant) guarantee on key vehicle components with three free inspections, available to customers purchasing vehicles at AVAG dealerships.
• After-sales service, repair, bodywork and paint (Mechatroniker / Karosseriebauer / Lackierer workshops) Workshop services including diagnostics, mechanical and mechatronic repair, bodywork (Karosseriebauer), paint (Lackierer), and inspection/maintenance delivered across the AVAG dealer network for private and fleet customers.
• 3-ka Vehicle Configurator (Fahrzeugkonfigurator) Manufacturer-independent online vehicle configurator, developed by 3-ka Marketingagentur and continued as 3-ka GmbH after the November 2020 acquisition, that can be embedded on dealer websites or integrated into dealer CRM/internal systems, with central maintenance of model data.
• Logistikpark Stollberg (Central Spare-Parts Logistics Centre) 20,000 m² central spare-parts logistics centre opened in 2016 that supplies AVAG dealerships and serves 1,000+ external ordering customers daily, supporting both internal workshops and third-party parts customers.
• AVAG-Akademie (Group Training Academy) Group-wide employee training programme delivering mandatory courses on environmental protection, sustainability, occupational safety, recycling and other automotive-retail topics, plus apprenticeships for Karosseriebauer, Lackierer, Mechatroniker, Automobilkaufmann, Büromanagement and Lagerlogistik.

Quantifiable outcome

• 120,992 vehicles sold group-wide
• +6 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability1 record

Feature6 records

Partnerships

Eleven partnerships are on record, tiered flagship, core and minor.

• Opel (Stellantis)flagshipChannel Partner/ Reseller/ DistributorAuthorized Opel dealer since 2002; one of AVAG's longest-standing and most strategic manufacturer partnerships, central to the multi-brand portfolio alongside other Stellantis brands (Peugeot, Citroen, DS Automobiles, Fiat).
• Hyundai Motor DeutschlandflagshipChannel Partner/ Reseller/ DistributorAuthorized Hyundai dealer since 2014; Hyundai is one of AVAG's strategically emphasized brands alongside Opel, Kia and Toyota.
• Toyota Deutschland (Toyota / Lexus)coreChannel Partner/ Reseller/ DistributorAuthorized Toyota dealer relationship within AVAG's multi-brand portfolio, contributing to the 31+ brand mix available through the Flottenzentrum.
• Ford Motor CompanycoreChannel Partner/ Reseller/ DistributorAuthorized Ford dealer relationship within the AVAG multi-brand portfolio.
• Honda, Nissan, KiacoreChannel Partner/ Reseller/ DistributorAuthorized dealer relationships for Honda, Nissan and Kia vehicles within AVAG's multi-brand portfolio across its European footprint.
• Peugeot, Citroen, Fiat (Stellantis brands)coreChannel Partner/ Reseller/ DistributorAdditional Stellantis brands retailed and serviced across the AVAG network alongside Opel and DS Automobiles.
• DS Automobiles (Stellantis)coreChannel Partner/ Reseller/ DistributorAuthorized DS Automobiles dealer within the AVAG premium-brand portfolio.
• Mercedes-Benz (via Wiesenthal acquisition)flagshipStrategic or Co-development PartnerMercedes-Benz brand rights were brought into the AVAG group via the acquisition of Wiesenthal in Austria, making Mercedes-Benz a key premium brand in the portfolio alongside the broader Stellantis and Asian-brand portfolio.
• Leapmotor InternationalminorChannel Partner/ Reseller/ DistributorNewer brand added to AVAG's portfolio to extend the multi-brand and EV offering; referenced in recent press releases alongside the core brand mix.
• aigner business solutions GmbHminorImplementation/ SI/ Consulting PartnerService partner providing the Hinweisgebersystem (whistleblower / compliance system) used by AVAG Holding SE for legal compliance and whistleblower protection.
• 3-ka marketingagenturcoreStrategic or Co-development PartnerMarketing agency partner acquired as a subsidiary within the AVAG group; supports AVAG's vehicle configurator and digital marketing initiatives.

Scale indicators13 records

Recent moves9 records

Expansion highlights6 records

Emerging players

• Auto1 Group SE: Berlin-based digital used-car platform (Autohero / wirkaufen) operating across Europe. Adjacent business model to AVAG's used-car Zentrallager activity, representing the digital-native channel competing with traditional dealer inventory.

Direct peers

• Hahn Automobile: German multi-brand automotive retail group with Volkswagen Group and Asian brand representation across Baden-Württemberg. Similar mid-sized family-owned dealer footprint and multi-OEM strategy as AVAG's DIO/DIA holdings.
• Sternauto Group: Volkswagen Group multi-brand dealer in eastern Germany (VW, Audi, Škoda, Seat, Cupra, Porsche). Comparable as a regionally focused multi-brand dealer group in a market where AVAG also has a significant presence via DIO/DIA.
• Emil Frey Group: Switzerland-based family-owned multi-brand automotive retail group, the largest in Europe. Highly comparable to AVAG as a privately held, multi-OEM-authorized dealer group with M&A-driven expansion and a similar mix of mass-market and premium brands.
• Rosier Group: German multi-brand dealer group operating Mercedes-Benz, smart, Volkswagen, Audi and others, with a regional DACH footprint. Comparable to AVAG in combining a premium anchor brand (Mercedes) with mass-market OEMs under one platform.
• Gottfried Schultz Gruppe: Large family-owned multi-brand automotive dealer group headquartered in the German Ruhr area, operating Volkswagen, Audi, SEAT, Škoda, Bentley, Lamborghini and others. Closely comparable in size, ownership structure and multi-brand DACH focus to AVAG.

Others

• Mobile.de: Germany's largest online vehicle marketplace, owned by Adevinta. Functions as the primary digital lead-generation and pricing-comparison channel that AVAG and other dealers rely on for used and new car demand.

Regional players

• Beresa GmbH: Mercedes-Benz specialist dealer group in Münsterland/Germany, with adjacent smart and other premium brands. Comparable in scale and premium-brand focus to AVAG's Wiesenthal operations in Austria.
• Tölke + Fischer: Family-owned German automotive dealer group in North Rhine-Westphalia with Mercedes-Benz, smart and other brands. Comparable mid-sized multi-brand regional dealer profile, though smaller and more regionally focused than AVAG.

Broad incumbents

• Volkswagen Group Retail Deutschland: OEM-controlled retail arm of Volkswagen AG in Germany operating VW, Audi, SEAT, Škoda and Porsche dealerships. Larger incumbent competing with AVAG's mass-market volume brands; represents the OEM-owned direct distribution channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xyoutube.com/channel/UCIWlk0JFAPnXYYROPX2pcVw
• YouTubeyoutube.com/channel/UCIWlk0JFAPnXYYROPX2pcVw
• LinkedInde.linkedin.com/company/avag-holding

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries24 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 AVAG Holding