AutoBild
AUTO BILD is Germany's leading automotive media platform, published by Axel Springer SE since 1986. It operates a print magazine, autobild.de, AUTO BILD TV, and a used-car marketplace, providing independent vehicle testing, comparison reviews, and consumer buying guidance for German car buyers.
- Company typePrivate
- Founded1986
- HeadquartersHamburg, Germany
- Headcount5,001–10,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What AutoBild does
AUTO BILD is Germany's leading automotive media platform, founded in 1986 and published by Axel Springer SE, with editorial headquarters in Hamburg. The company operates a multi-channel automotive content ecosystem including a weekly print magazine, the website autobild.de, AUTO BILD TV video content, a used car marketplace via partnership with AutoScout24, and presence across six social channels. Its primary audience is German car buyers, owners, and automotive enthusiasts who rely on the platform for independent vehicle reviews and buying guidance; a secondary B2B audience consists of automotive OEMs, tire manufacturers, parts suppliers, and dealerships that use AUTO BILD for product testing visibility, advertising reach, and award participation.
AUTO BILD's core products are organized around a rigorous, standardized vehicle testing methodology. The flagship is the 100,000 km Dauertest (long-term endurance test) program, in which vehicles are driven for one to three years and then completely disassembled and inspected by DEKRA experts — a program that has accumulated 220+ fully dissected vehicles. The editorial Test und Technik department conducts approximately 2,000 driving reports annually and drives over one million kilometers in testing. Additional testing formats include Vergleichstest (head-to-head comparisons), Einzeltest (individual tests scored across body, powertrain, connected-car, comfort, driving dynamics, environment, and cost), Reifentests (tire tests including EV-specific categories), and Automotive Produkttest (accessory testing). A proprietary annual reader survey with 50,000+ participants generates ranked brand perception data that is referenced internationally by manufacturers.
Revenue is generated through magazine subscriptions (AUTO BILD, AUTO BILD Klassik, AUTO BILD CLUB), digital display advertising on autobild.de, sponsored product tests, affiliate and lead-generation revenue via the AutoScout24 used-car marketplace, and events/awards such as the jointly produced Goldenes Lenkrad with Bild am Sonntag. The platform also provides advisory content (Ratgeber), car-catalog browsing, leasing and financing calculators, EV and charging infrastructure coverage through the AUTO BILD New Mobility channel, and the e-Motion Days event. Editorial independence is maintained while the publication draws on Axel Springer SE's distribution infrastructure, advertising sales capabilities, and cross-media synergies.
AutoBild firmographics
Firmographics- Name
- AutoBild
- Legal name
- AutoBild
- Website
- https://autobild.de
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- AUTO BILD is Germany's leading automotive media platform, published by Axel Springer SE since 1986. It operates a print magazine, autobild.de, AUTO BILD TV, and a used-car marketplace, providing independent vehicle testing, comparison reviews, and consumer buying guidance for German car buyers.
- Ownership category
- akta.pro rank
Where AutoBild is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
AutoBild business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Magazine Subscriptions: Print and digital magazine subscriptions (AUTO BILD, AUTO BILD Klassik, AUTO BILD CLUB) providing recurring revenue from readers seeking in-depth automotive editorial content.
- Digital Advertising: Display advertising, sponsored content, and promotional placements on autobild.de and related digital properties. The website features advertising integrations alongside editorial content.
- Used Car Marketplace (Gebrauchtwagenmarkt): Partnership with AutoScout24 to provide a used car marketplace on gebrauchtwagen.autobild.de. Revenue is generated through lead generation and referral traffic to AutoScout24 listings.
- Events and Awards: Organization of automotive awards and events including Goldenes Lenkrad (Golden Steering Wheel), AUTO BILD Firmenwagen Award, AUTO BILD Allrad Award, and AUTO BILD e-Motion Days. Sponsorship and media rights contribute to revenue.
- Product Tests and Sponsored Content: Tire tests (Reifentests), product tests, and automotive component evaluations. Manufacturers pay for testing visibility and may sponsor content, while AUTO BILD maintains editorial independence.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | AUTO BILD Print/Digital Subscription |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
AutoBild product offering
Product offeringCore offering
AutoBild is Germany's leading automotive media brand, publishing a weekly print magazine and operating the autobild.de digital platform that delivers independent vehicle reviews, comparison tests, 100,000 km long-term durability tests with DEKRA disassembly inspections, tire tests, automotive news, and consumer advisory content. It supplements editorial content with a used car marketplace integrated via AutoScout24, video content (AUTO BILD TV), the AUTO BILD CLUB membership, the Goldenes Lenkrad award program, and reader surveys drawing over 50,000 participants annually.
Product overview
AUTO BILD is a German automotive media platform offering a comprehensive digital and editorial ecosystem for car buyers and enthusiasts. The core offering is the AUTO BILD magazine and website (autobild.de), which provides rigorous vehicle testing including the renowned Dauertest (100,000 km long-term endurance test with complete disassembly and DEKRA inspection), Vergleichstest (head-to-head comparison tests), Einzeltest (individual vehicle reviews using a multi-category scoring system), and specialized Reifentests (tire tests covering summer, winter, and all-season categories including EV-specific tires). The platform also operates a used car marketplace (gebrauchtwagen.autobild.de) integrated with AutoScout24, offers editorial channels for new mobility and advisory content through the Ratgeber section, and hosts signature events like AUTO BILD e-Motion Days and awards including the Goldenes Lenkrad. Additional services include a newsletter subscription, automotive product tests, and reader surveys identifying the best automotive brands. The platform's testing methodology encompasses categories for Karosserie, Antrieb, Komfort, Fahrdynamik, Umwelt, and Kosten, supplemented by a subjective Lustfaktor assessment.
Differentiator
Problem solved
Functional benefit
Brands
- AUTO BILD e-Motion Days: Electric mobility focused event and content initiative
- Goldenes Lenkrad
- Goldenes Reisemobil
- AUTO BILD Storys
Products and services
- AUTO BILD Magazine and Digital Platform Weekly German automotive magazine and accompanying digital platform (autobild.de) offering independent vehicle reviews, comparison tests, news, buying advice, and multimedia content for German car buyers and enthusiasts.
- AUTO BILD Dauertest (Long-Term Durability Test) Signature 100,000 km long-term durability test program with full vehicle disassembly and DEKRA inspection to evaluate long-term vehicle reliability and build quality.
- AUTO BILD Vergleichstest (Comparison Test) Direct side-by-side comparison tests of multiple vehicles evaluated on the same route with standardized criteria to identify relative strengths and weaknesses.
- AUTO BILD Einzeltest (Single Vehicle Test) Individual vehicle reviews using a standardized six-category scoring framework covering Karosserie, Antrieb, Komfort, Fahrdynamik, Umwelt, and Kosten, plus a Lustfaktor assessment.
- AUTO BILD Reifentests (Tire Tests) Annual tire testing and ranking program covering summer, winter, and all-season tires, including EV-specific tire evaluations, with manufacturer-level rankings.
- AUTO BILD Produkttests (Automotive Product Tests) Independent editorial testing of automotive accessories and equipment (e.g., dash cams, compressors, wiper blades, car care products) for car owners.
- AUTO BILD Gebrauchtwagenmarkt (Used Car Marketplace) Used car search and listing service at gebrauchtwagen.autobild.de, integrated with AutoScout24 inventory, offering filters for price, mileage, registration date, fuel type, equipment, color, body style, and performance.
- Reifen-Finder (Tire Finder Tool) Tire search tool in partnership with Check24 enabling users to find suitable tires by size, type, and speed index.
- Dauertest-Rangliste (Long-Term Test Reliability Ranking) Reliability ranking database aggregating results from all vehicles that have completed AUTO BILD's 100,000 km durability test since 2014, with DEKRA inspection findings.
- AUTO BILD KLASSIK Classic-car focused edition and sub-brand of AUTO BILD covering vintage and classic automobiles.
- AUTO BILD CLUB Tiered membership club offering subscribers enhanced benefits, loyalty rewards, and recurring engagement with AUTO BILD content and events.
- AUTO BILD Newsletter Email newsletter delivering automotive news, test results, and editorial content directly to subscribers.
- Goldenes Lenkrad (Golden Steering Wheel) Award Prestigious annual automotive award co-presented by AUTO BILD and Bild am Sonntag recognizing the best new cars across categories, one of the most influential car awards in the German-speaking market.
- Die besten Marken aller Klassen (Best Brands Reader Survey) Annual reader survey program ranking the best automotive brands across all classes, drawing over 50,000 participants and producing highly publicized brand rankings.
- AUTO BILD e-Motion Days Event series focused on electric mobility, new energy vehicles, charging infrastructure, and sustainable transportation.
Quantifiable outcome
- Hankook Tire iON FlexClimate achieved an estimated service life of 54,560 kilometers in Auto Bild's EV tire test
- +2 more outcomes
Companies that use AutoBild
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
AutoBild technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
AutoBild partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- AutoScout24coreAutoScout24 operates the used car marketplace (Gebrauchtwagenmarkt) in partnership with AUTO BILD at gebrauchtwagen.autobild.de. This partnership enables AUTO BILD to offer a comprehensive used car search service to its readers while AutoScout24 gains access to AUTO BILD's large automotive audience in Germany.
- DEKRAcoreDEKRA provides expert technical assessment and vehicle inspection services for AUTO BILD's long-term durability tests (Dauertest). DEKRA experts work alongside AUTO BILD's editorial team to disassemble and evaluate test vehicles after 100,000 km, providing independent technical validation of vehicle quality.
- Axel Springer SEcoreAUTO BILD is published by Axel Springer SE, one of Europe's leading digital publishing companies. This corporate relationship provides access to Axel Springer's distribution network, advertising sales infrastructure, digital platform capabilities, and cross-media synergies.
- Bild am SonntagcoreAUTO BILD and Bild am Sonntag jointly award the prestigious 'Goldenes Lenkrad' (Golden Steering Wheel), Germany's most prominent automotive award. This cross-media partnership amplifies the reach and influence of the award across both publications' audiences.
- Continental AGminorAUTO BILD uses Continental AG's test facility for handling and driving dynamics testing on its closed test track. Continental's proving grounds enable precise evaluation of vehicle handling characteristics in controlled conditions.
Scale indicators7 records
Recent moves4 records
Expansion highlights6 records
AutoBild competitors and assessment
Company assessmentBroad incumbents
- Car & Driver: Iconic US automotive magazine offering rigorous vehicle testing, comparison reviews, and award programs. Highly comparable editorial methodology and brand positioning, though focused on the US rather than DACH market.
- Top Gear: Globally recognized automotive entertainment brand combining vehicle reviews, presenter-led video, and editorial testing. Comparable to AutoBild in blending long-form editorial with video-first content and awards/influence over purchase decisions.
- MotorTrend: Established US automotive media brand producing vehicle reviews, comparison tests, and high-profile Car of the Year awards. Closely mirrors AutoBild's combination of editorial authority, award-driven influence, and digital video extensions.
- Road & Track: US automotive enthusiast magazine with deep testing heritage and performance-vehicle focus. Operates in the same automotive editorial niche as AutoBild with overlapping content formats (tests, comparison reviews, long-form features).
Direct peers
- Auto Zeitung: Long-running German automotive print and digital magazine offering vehicle tests, comparison reviews, and buying advice. Competes in the same weekly automotive magazine category in the DACH market.
- Auto Motor und Sport: Germany's other flagship weekly automotive magazine published by Motor Presse Stuttgart. Directly comparable to AutoBild in audience, format, testing methodology, and DACH-centric coverage of new vehicles, comparisons, and long-term reviews.
- ADAC Motorwelt: Official magazine of ADAC, Germany's largest automobile club. Directly competes with AutoBild for the same German car-buyer audience with vehicle tests, buying advice, and automotive editorial, backed by a massive membership-based distribution channel.
Emerging players
- carwow: Digital-first UK/German car-buying comparison and marketplace platform with a strong video review component. Comparable to AutoBild as an automotive-content-to-purchase-funnel brand challenging traditional magazine publishers in digital channels.
Others
- AutoScout24: Europe's largest online used-vehicle marketplace and AutoBild's strategic channel partner for the gebrauchtwagen.autobild.de integration. Not a direct competitor but tightly coupled to AutoBild's used-car monetization strategy.
Regional players
- What Car?: UK-based automotive review brand owned by Haymarket, known for independent vehicle testing, awards, and 'Car of the Year' influence on British buyers. Closely mirrors AutoBild's editorial depth and award-driven authority in a different geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key highlights7 records
Customer concentration
AutoBild social profiles
Digital presenceAutoBild financial estimates
Financial estimateRevenue estimate
Valuation estimate
AutoBild leadership team
Management profileNumber of profiles
Profiles7 records
AutoBild funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AutoBild 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 AutoBild
What does AutoBild do?
AutoBild is Germany's leading automotive media brand, publishing a weekly print magazine and operating the autobild.de digital platform that delivers independent vehicle reviews, comparison tests, 100,000 km long-term durability tests with DEKRA disassembly inspections, tire tests, automotive news, and consumer advisory content. It supplements editorial content with a used car marketplace integrated via AutoScout24, video content (AUTO BILD TV), the AUTO BILD CLUB membership, the Goldenes Lenkrad award program, and reader surveys drawing over 50,000 participants annually.
Is AutoBild a public or private company?
AutoBild is a private company. It is classified as corporate owned and is currently operating.
When was AutoBild founded?
AutoBild was founded in 1986. It employs 5,001 to 10,000 people.
Where is AutoBild based?
AutoBild is headquartered in Hamburg, Germany, in the Europe region.
How does AutoBild make money?
Five revenue lines are on record. Magazine Subscriptions are the primary driver. The others are digital Advertising, used Car Marketplace (Gebrauchtwagenmarkt), events and Awards and product Tests and Sponsored Content.
Who are AutoBild's main competitors?
Broad incumbents on record are Car & Driver, Top Gear, MotorTrend and Road & Track. Direct peers are Auto Zeitung, Auto Motor und Sport and ADAC Motorwelt. carwow is listed as an emerging player. AutoScout24 is listed as an others. What Car? is listed as a regional player.
Does AutoBild have an API?
No public API is recorded for AutoBild.