What SternPartner GmbH and Co KG does

SternPartner GmbH & Co. KG, operating as STERNPARTNER SE & Co. KG since January 2024, is the largest authorized Mercedes-Benz dealership group in northern Germany. Founded in 2000 through the merger of four regional Mercedes dealers (Frido Anders, Mathias Kuhlow, Santelmann, Mürdter-Kuhlow), the company traces predecessor roots back to 1865 and has since consolidated through three further roll-up acquisitions: Hans Tesmer (2021), autocenter schmolke (2023), and Lion Sirius (2023). On October 1, 2025, Walter Burmester GmbH merged into the group, bringing the footprint to 27 locations between Hamburg, Bremen, and Hannover — comprising 24 Mercedes-Benz sales and service sites, 2 MAN contract workshops, and 1 Skoda center — supported by 1,500+ employees and approximately 15,000 vehicles sold per year.

The company operates a full-service automotive retail platform across new vehicle sales (Mercedes-Benz passenger cars, EQ electric vehicles, smart, FUSO commercial vehicles, vans, and trucks), certified pre-owned ('Junge Sterne' with 24-month warranty), after-sales service and parts (PKW, LKW, transporters, smart repair, painting), financial services (financing, leasing, insurance via Mercedes-Benz Financial Services), short-term rental (Mercedes-Benz Rent), and an emerging e-mobility offering that pairs EV sales with home charging infrastructure (Wallbox, photovoltaics, battery storage) and the Mercedes me Charge public charging tariff. Business customers are served through tiered FlottenSterne fleet programs (1+, 5+, 100+) with dedicated Key Account Management, while niche segments include taxi operators (Taxi Experte), accessibility-modified vehicles (Mercedes More Mobility), and AMG performance vehicles (AMG Performance Center). The group is privately held, led by Chairman Franco C. Barletta alongside board members Joachim Schlereth and Jörn Sander, with no external PE/VC ownership identified.

Revenue is generated primarily through vehicle sales (one-time transactions at manufacturer-determined pricing), recurring workshop and parts revenue, and commission-based financial services and rental income. Distribution is exclusively through owned physical dealership locations in northern Germany; the go-to-market is traditional enterprise/field sales with dedicated fleet account management, supplemented by online lead capture (website, SPT ONE customer portal) and showroom visits. The company invests in an internal Akademie training infrastructure, 176 apprentices across 18 sites, and the /NEXT corporate culture program. Recognitions include Top 35 in FOCUS/deutschlandtest's 'Deutschlands BESTE Autohändler 2024' and three 2024 awards for service and price-performance.

Name

SternPartner GmbH and Co KG

Legal name

STERNPARTNER SE & Co. KG

Website

https://sternpartner.de

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

SternPartner is the largest authorized Mercedes-Benz dealership group in northern Germany, operating 27 sales, service, and commercial vehicle locations across Hamburg, Bremen, and Hannover, serving private retail customers, business fleets, and specialty segments with new/used vehicles, workshops, financing, and e-mobility solutions.

Ownership category

akta.pro rank

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices23 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales (New & Used): Sale of new Mercedes-Benz, smart, and FUSO passenger cars and commercial vehicles. Also certified 'Junge Sterne' used vehicles with warranty.
2. Service & Maintenance: Workshop services for PKW, LKW, and transporters including repairs, maintenance, Smart Repair, painting/lackiererei, and parts & accessories.
3. Financial Services: Vehicle financing, leasing, and insurance products through Mercedes-Benz Financial Services.
4. Vehicle Rental: Short-term and weekend vehicle rental through Mercedes-Benz Rent, including wedding car hire.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

SternPartner is an authorized Mercedes-Benz dealership group operating 27 locations across northern Germany, selling new and used Mercedes-Benz passenger cars, EQ electric vehicles, vans, trucks, smart, and FUSO vehicles. The company provides comprehensive after-sales services including workshop maintenance, repairs, and parts, plus financial services (financing, leasing, insurance), short-term vehicle rental, and e-mobility solutions such as home wallboxes, photovoltaic packages, and access to public charging networks.

Product overview

SternPartner GmbH & Co KG is a multi-location automobile dealership group operating as the largest Mercedes-Benz partner in North Germany with 27 locations. The company offers a comprehensive automotive portfolio comprising new and used vehicle sales (Mercedes-Benz passenger cars, EQ electric vehicles, vans, trucks, smart, and FUSO), after-sales service and maintenance, financial services (financing, leasing, insurance), vehicle rental, and e-mobility solutions including charging infrastructure and home energy systems. Core products include the complete Mercedes-Benz model range and the Junge Sterne certified pre-owned program. E-mobility offerings encompass electric vehicles with up to 926 km range, Mercedes-Benz Wallbox (22 kW) and flexible charging systems, Mercedes me Charge public charging service with IONITY access, and integrated photovoltaic/energy storage packages. Business solutions include fleet management programs (FleetSterne 1+/5+/100+), taxi specialist services, and handicap-accessible vehicle conversions. The group also operates an internal training academy and customer portal (STERNPARTNER ONE).

Differentiator

Problem solved

Functional benefit

Brands

• Junge Sterne: Certified pre-owned Mercedes-Benz vehicles program with quality inspection, 24-month warranty, and financing options
• STERNPARTNER ONE
• SPT-Cup
• https://www.sternpartner.de/NEXT

Products and services

• Mercedes-Benz PKW (Passenger Cars) Sales of new Mercedes-Benz passenger cars including A-Klasse, C-Klasse, E-Klasse, CLS, CLE, S-Klasse, and AMG performance vehicles across the full model lineup.
• Mercedes-Benz EQ Electric Vehicles Sales of Mercedes electric vehicles including EQA, EQB, EQE, EQS sedans and SUVs, plus the new electric GLB and GLC models.
• Mercedes-Benz Transporter / Vans Sales of Mercedes-Benz vans and transporters including Vito, V-Klasse, and the new VLE electric van for passenger and cargo transport.
• Mercedes-Benz LKW / Trucks Sales of heavy-duty Mercedes-Benz trucks and commercial vehicles for transport and logistics operations.
• smart Electric Vehicles Sales of smart electric city vehicles for urban mobility.
• FUSO Commercial Vehicles Sales and service of FUSO commercial vehicles as part of the Daimler truck portfolio.
• Junge Sterne Certified Pre-Owned Certified pre-owned Mercedes-Benz vehicles with 24-month warranty, quality inspection, and flexible financing options.
• PKW Service & Werkstatt Authorized Mercedes-Benz service including maintenance, repairs, parts, Smart Repair, painting services, and Mercedes-Benz maintenance packages.
• LKW / Transporter Service Commercial vehicle maintenance and repair services for trucks and transporters including Mercedes-Benz and MAN vehicles.
• Mercedes-Benz Finanzierung (Vehicle Financing) Vehicle financing solutions including installment loans with flexible terms for new and used Mercedes-Benz vehicles.
• Mercedes-Benz Leasing Leasing options for Mercedes-Benz vehicles including business leasing with FlottenSterne programs (FlottenSterne 1+, 5+, 100+).
• Mercedes-Benz Versicherung (Insurance) Vehicle insurance products to protect Mercedes-Benz investments.
• Mercedes-Benz Rent Short and long-term vehicle rental including luxury vehicles for special occasions like weddings (from €444/weekend).
• Mercedes-Benz Wallbox 22 kW home charging station with 6m cable, connectivity options (LAN, WLAN, LTE-M), controlled via Mercedes me App.
• Flexibles Ladesystem (Flexible Charging System) Mobile charging solution with 3 adapters (Type 2, CEE16/3, Type E/F), 5-5.4m cable length, for flexible charging at different locations.
• Mercedes me Charge (Public Charging Service) Public charging service providing access to 400,000+ charging points in Europe including IONITY fast charging network, with Plug & Charge and Electric Intelligence features.
• Photovoltaik & Wallbox Paket (Home Energy Solution) Complete home charging infrastructure including PV panels, battery storage, and wallbox, installed by local partners.
• Fuhrparklösungen (Fleet Management Programs) Fleet management programs including FlottenSterne 1+, 5+, and 100+ with attractive pricing, business leasing, comfort service packages, and key account management.
• Taxi Experte (Taxi Specialist Service) Specialized taxi and rental vehicle solutions including Pkw (up to 5 seats), Van (up to 8 seats), and Transporter/Bus (more than 8 seats).
• Behindertengerechte Fahrzeuge (Handicap Accessibility Solutions) Mercedes-Benz vehicles adapted for disabled drivers including custom conversions through professional body manufacturers.
• AMG Performance Center Specialized sales and service for Mercedes-AMG high-performance vehicles.
• Car4You Fahrzeugvermittlung (Vehicle Search Service) Vehicle search service where experts find desired vehicles from nationwide inventory for customers.
• Select Cars (Premium Pre-Owned) Premium used vehicle selection with quality assurance.
• Mercedes-Benz T-Klasse Compact multi-purpose vehicle with flexible seating, sliding doors, 520-2390L luggage capacity, available in Style and Progressive equipment lines.

Quantifiable outcome

• 24 authorized Mercedes-Benz sales and service locations across northern Germany
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Mercedes-Benz AG (Daimler AG)coreChannel Partner/ Reseller/ DistributorAuthorized Mercedes-Benz dealership partnership for sales, service, and parts. SternPartner operates 24 Mercedes-Benz showrooms and service locations across northern Germany. The partnership includes access to the full Mercedes-Benz model lineup including EQ electric vehicles, smart, and FUSO commercial vehicles, as well as manufacturer programs like Junge Sterne certified pre-owned vehicles and Mercedes-Benz Financial Services products.

Scale indicators6 records

Recent moves10 records

Expansion highlights5 records

Others

• Auto1 Group SE: Digital used-car platform operating Auto1.com in Germany. Adjacent competitor in the used-vehicle remarketing channel that competes with dealers' certified pre-owned programs such as Junge Sterne for inventory and end customers.
• mobile.de: Germany's largest online automotive marketplace. Not a direct competitor but the dominant listing/lead-generation platform that SternPartner relies on, while also an alternative that disintermediates the traditional showroom-led sales model.

Direct peers

• Senger Gruppe: German automotive dealer group with multi-brand locations and authorized Mercedes-Benz representation. Comparable to SternPartner in business model (multi-brand franchise dealer), regional multi-location footprint, and integration of sales, service, and fleet programs.
• AVAG Holding SE & Co. KG: German automotive retail group operating multi-brand sales and service locations across southern Germany. Comparable as a privately held German franchise dealership group of similar scale and full-service scope (new/used vehicles, workshop, financial services).
• Beresa GmbH: German Mercedes-Benz authorized dealer group operating multiple sales and service locations in Münsterland/western Germany. Directly comparable as a regional Mercedes franchise group with identical brand portfolio, service operations, and FlottenSterne-style fleet offerings.
• Emil Frey Group: Privately held Swiss-headquartered automotive retail group with extensive German footprint across multiple franchises. Comparable to SternPartner in scale, geographic reach within Germany, and full-service dealership model combining new/used vehicle sales, service, and parts.
• Hedin Mobility Group: Large European automotive retail group headquartered in Sweden with operations across Germany and a multi-brand, multi-franchise model very similar to SternPartner. Comparable because both operate large authorized dealer networks with vehicle sales, service, parts, and integrated fleet/financial services.
• Auto Thomas GmbH & Co. KG: German private automotive dealer group with multiple locations in the Rhineland region. Comparable to SternPartner in multi-franchise operation, full-service structure, and customer segment mix of private and fleet buyers.
• Gottfried Schultz Gruppe: Long-established German automotive retail group focused heavily on the Mercedes-Benz franchise across the Rhine-Ruhr region. Directly comparable as a Mercedes-specialist, privately held multi-location dealer with full sales, service, and corporate fleet capabilities.

Broad incumbents

• Mercedes-Benz AG: The Daimler-owned OEM whose vehicles, financial products, and certified pre-owned programs SternPartner distributes. Comparable as the broader incumbent in the same value chain: Mercedes-Benz sets wholesale terms, agency-model pilots, and EV rollouts that directly determine dealer economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sternpartner

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries4 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 SternPartner GmbH and Co KG