Wunderlich
Wunderlich GmbH is a German aftermarket manufacturer and retailer founded in 1985 that designs and distributes more than 4,500 specialized parts and accessories exclusively for BMW motorcycles, selling directly via e-commerce, mobile apps, a flagship store, and a 600+ dealer global network.
- Company typePrivate
- Founded1985
- HeadquartersSinzig, Germany
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wunderlich does
Wunderlich GmbH is a privately held German aftermarket manufacturer and retailer founded in 1985 and headquartered in Grafschaft-Ringen, Germany, specializing exclusively in accessories and parts for BMW motorcycles. The company designs, develops, and distributes a catalog of more than 4,500 parts and accessories covering all BMW model series (R, F, S, M, K, G, C) and model years from 1991 to 2026, organized around proprietary sub-brands including AKTIVKOMFORT seats with ThermoPro technology, ULTIMATE Protection engine and frame guards, MARATHON and FLOWJET windshields, MICROFLOOTER auxiliary lighting, and CLICK BAG, X-Serie, and EXTREME luggage systems. Core technical differentiation sits in suspension, where Wunderlich operates a Suspension Center combining TracTive's adaptive DDA (Dynamic Damping Adjustment) valve technology with conventional components manufactured exclusively by Wilbers Products GmbH to Wunderlich specifications since 2015.
The company operates a hybrid go-to-market model: direct-to-consumer e-commerce at wunderlich.de (available in German, English, Spanish, French, and Italian), a separate Adventure Shop at wunderlich-adventure.de, a flagship physical retail store and Test-Center at its headquarters, dedicated iOS and Android mobile apps, and a worldwide dealer network of more than 600 partners across Europe, the Americas, Asia Pacific, the Middle East, and Africa. Revenue is generated primarily through one-time unit sales of parts and accessories, supplemented by a Wunderlich Customer Card loyalty program offering tiered discounts of 2-5% based on annual purchase thresholds, a 5-year warranty, and a 60-day return policy. The product portfolio also includes a partner-brand marketplace distributing third-party motorcycle gear and components from Akrapovič, SCOTT, Held, MOTOREX, Peak Design, Remus, Ilmberger Carbon, Kellermann, Dr. Jekill & Mr. Hyde, Zard Exhaust, Insta360, OptiMate, and SP-Connect, positioning Wunderlich as a curated one-stop-shop for BMW riders.
The company operates with 11-50 employees and does not publicly disclose revenue or funding. It is structured as a German GmbH (Gesellschaft mit beschränkter Haftung) with no disclosed parent company, institutional investors, or external funding rounds. Marketing reaches BMW riders through a multi-channel digital presence (website, blog, email and WhatsApp newsletters, Instagram, YouTube, Facebook, TikTok, LinkedIn, XING), trade show participation (including INTERMOT), and the worldwide dealer network. Wunderlich positions itself as 'Die Nr. 1 für BMW Motorrad Zubehör' (The No. 1 for BMW motorcycle accessories) and was recognized as Best Brand 2026 by readers of MOTORRAD magazine.
Wunderlich firmographics
Firmographics- Name
- Wunderlich
- Legal name
- WUNDERLICH GmbH
- Website
- https://wunderlich.de
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wunderlich GmbH is a German aftermarket manufacturer and retailer founded in 1985 that designs and distributes more than 4,500 specialized parts and accessories exclusively for BMW motorcycles, selling directly via e-commerce, mobile apps, a flagship store, and a 600+ dealer global network.
- Ownership category
- akta.pro rank
Wunderlich industry classification
Industry- Product category
- Motorcycle Accessories & Parts
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991), Automotive Parts and Accessories Retailers (44133), Automotive Parts, Accessories, and Tire Retailers (4413), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)
- SIC
- Motorcycles, Bicycles & Parts (3751), Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)
- akta.pro primary industry
- Motorcycle Riding Gear & Apparel Retail (CRAMANAA)
- akta.pro secondary industries
- Protective Armor & Impact Protection Retail (Body/Back/Chest) (CRAMANAC), Riding Jackets, Pants & Suits Retail (Leather/Textile) (CRAMANAF)
Keywords
Where Wunderlich is headquartered
LocationHeadquarters
- HQ city
- Sinzig
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Wunderlich business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Parts and Accessories Sales: Revenue is generated through the sale of motorcycle parts, accessories, and gear directly to consumers via e-commerce, physical retail store, and dealer network. The product catalog includes over 4,500 parts and accessories for BMW motorcycles.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for parts and accessories |
| Transaction based/ take rate | Annual | Wunderlich Customer Card tiered discount program |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels12 records
Wunderlich product offering
Product offeringCore offering
Wunderlich designs, engineers, manufactures, and sells a comprehensive range of accessories and replacement parts specifically for BMW motorcycles. The portfolio covers seats, engine and frame protection guards, suspension components, windshields, luggage systems, auxiliary lights, and other touring/comfort upgrades, sold directly to riders and through a global dealer network.
Product overview
Wunderlich is a specialized e-commerce platform and manufacturer offering BMW motorcycle accessories and parts across 7 BMW model series (R, F, S, M, K, G, C). The portfolio combines proprietary Wunderlich-branded product lines (AKTIVKOMFORT seats, ULTIMATE Protection, SUSPENSION Fahrwerke, MARATHON screens, FLOWJET windshields, CLICK BAG/X-Serie/EXTREME luggage systems) with a partner brand marketplace (including SCOTT, Akrapovič, Peak Design, Insta360, Held, Remus, SP-Connect, Wilbers Suspension, TracTive Suspension). The company operates over 600 dealer partners globally and maintains a physical Test-Center and retail store at its headquarters. Key product categories span vehicle protection (engine guards, crash bars), ergonomics (seats, handlebar raisers), luggage systems, screens, lighting, and rider clothing.
Differentiator
Problem solved
Functional benefit
Brands
- AKTIVKOMFORT: Ergonomic seat benches with ThermoPro technology for enhanced riding comfort
- ULTIMATE Protection
- SUSPENSION Fahrwerke
- MARATHON Scheiben
- FLOWJET Windschilde
- CLICK BAG Systemgepäck
- X-Serie Systemgepäck
- EXTREME Systemgepäck
- MICROFLOOTER Zusatzscheinwerfer
- Wunderlich Stuff
- Wunderlich Card
Products and services
- AKTIVKOMFORT Seats (Sitzbänke)
- ULTIMATE Protection
- SUSPENSION Fahrwerke (Suspension Systems)
- MARATHON Windshields (Scheiben)
- FLOWJET Windshields
- CLICK BAG System Luggage (Systemgepäck)
- X-Serie System Luggage (X-Serie Systemgepäck)
- EXTREME System Luggage (EXTREME Systemgepäck)
- Spoileraufsatz (Spoiler Attachment)
- MICROFLOOTER Auxiliary Lights (Zusatzscheinwerfer)
- Wunderlich Mobile App
- Wunderlich Test-Center Service
Quantifiable outcome
- 5-year warranty on products
- +3 more outcomes
Companies that use Wunderlich
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles2 records
Wunderlich technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Wunderlich partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- TracTive SuspensioncoreTracTive is a young and innovative company from the Dutch Suspension Valley. They specialize in electronically controlled, adaptive spring and damping systems featuring their proprietary DDA (Dynamic Damping Adjustment) valve technology. Wunderlich offers TracTive products through the Wunderlich Suspension Center as part of their adaptive suspension offerings.
- Wilbers Products GmbHcoreTraditional suspension manufacturer from Nordhorn, Lower Saxony, producing suspension components for nearly 40 years. Since 2015, Wilbers has exclusively manufactured suspension components according to Wunderlich specifications, including custom solutions such as lowering and raising kits. Their adaptive components use original BMW damping valves.
- AkrapovičminorSlovenian exhaust manufacturer whose products are sold through Wunderlich's distribution network, including Akrapovic engine guards for BMW R 1300 GS models.
- SCOTT SportsminorSwiss sports equipment manufacturer whose motorcycle riding gear (jackets, pants, rain gear) is sold through Wunderlich's partner brand world.
- HeldminorGerman motorcycle clothing and gear manufacturer whose products are distributed through Wunderlich's partner brand world.
- MOTOREXminorSwiss lubricants and care products manufacturer distributed through Wunderlich's partner brand world.
- Peak DesignminorAmerican camera and mobile mounting solutions manufacturer. Wunderlich is an authorized reseller of Peak Design products including smartphone cases and mounting systems for motorcycles.
- RemusminorAustrian exhaust manufacturer whose products are sold through Wunderlich's partner brand world.
- Ilmberger CarbonminorGerman carbon fiber components manufacturer whose products are distributed through Wunderlich's partner brand world.
- KellermannminorGerman LED lighting manufacturer for motorcycles whose products are sold through Wunderlich's partner brand world.
- Dr. Jekill & Mr. Hyde – The ExhaustminorDutch exhaust manufacturer known for variable sound exhaust systems whose products are distributed through Wunderlich's partner brand world.
- Zard ExhaustminorItalian exhaust manufacturer whose products are sold through Wunderlich's partner brand world.
- Insta360minorChinese action camera manufacturer whose products are sold through Wunderlich's partner brand world.
- OptiMateminorCanadian battery maintenance and charging products manufacturer distributed through Wunderlich's partner brand world.
- SP-ConnectminorGerman smartphone mounting solutions manufacturer whose products are sold through Wunderlich's partner brand world.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Wunderlich competitors and assessment
Company assessmentBroad incumbents
- Rizoma: Italian premium motorcycle accessories manufacturer specializing in styling, ergonomic, and electronic components. Comparable in premium positioning and design focus to Wunderlich's ergonomic and styling offerings.
- GIVI: Italian global leader in motorcycle luggage, top cases, and windshields. Competes with Wunderlich's luggage and windshield lines but operates across all motorcycle brands with much broader scale.
- R&G Racing: UK-based global manufacturer of motorcycle protection (frame sliders, crash protection, engine guards). Overlaps with Wunderlich's ULTIMATE Protection line, especially in adventure and sport segments.
Emerging players
- Ilmberger Carbon: German carbon fiber component specialist for BMW and other premium motorcycles. Already a Wunderlich partner brand, and a competitor in carbon bodywork and aesthetic customization segments.
Others
- Akrapovič: Slovenian premium exhaust and motorcycle accessories manufacturer whose products are distributed through Wunderlich's brand world. Overlaps with Wunderlich in the premium performance and exhaust-adjacent accessory category.
- Wilbers: Dutch/German suspension manufacturer that has been the exclusive production partner for Wunderlich's conventional suspension line since 2015. Both a strategic supplier and a partial competitor in the BMW aftermarket suspension category.
Direct peers
- SW-MOTECH: German manufacturer of motorcycle luggage, protection, and ergonomic accessories. Competes directly with Wunderlich across multiple BMW accessory categories and sells through a similarly broad international dealer network.
- Hepco & Becker: German manufacturer of motorcycle luggage systems, engine guards, and accessories with broad European motorcycle coverage. Overlaps with Wunderlich's protection and luggage product lines.
- Touratech: German specialist in premium adventure motorcycle accessories, with deep BMW GS coverage and a global dealer network. Direct competitor to Wunderlich in the BMW adventure/touring accessory category, especially for protection, luggage, and ergonomics.
- Hornig GmbH: German BMW motorcycle accessory specialist offering a comparable range of ergonomic, protection, and electronics products for BMW riders. Closest like-for-like competitor in the BMW-only niche positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Wunderlich social profiles
Digital presenceWunderlich financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wunderlich leadership team
Management profileNumber of profiles
Wunderlich funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wunderlich 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 Wunderlich
What does Wunderlich do?
Wunderlich designs, engineers, manufactures, and sells a comprehensive range of accessories and replacement parts specifically for BMW motorcycles. The portfolio covers seats, engine and frame protection guards, suspension components, windshields, luggage systems, auxiliary lights, and other touring/comfort upgrades, sold directly to riders and through a global dealer network.
Is Wunderlich a public or private company?
Wunderlich is a private company. It is classified as family owned and is currently operating.
When was Wunderlich founded?
Wunderlich was founded in 1985. It employs 11 to 50 people.
Where is Wunderlich based?
Wunderlich is headquartered in Sinzig, Germany, in the Europe region.
How does Wunderlich make money?
One revenue line is on record: parts and Accessories Sales.
Who are Wunderlich's main competitors?
Broad incumbents on record are Rizoma, GIVI and R&G Racing. Ilmberger Carbon is listed as an emerging player. Others are Akrapovič and Wilbers. Direct peers are SW-MOTECH, Hepco & Becker, Touratech and Hornig GmbH.
Does Wunderlich have an API?
No public API is recorded for Wunderlich.
What industry is Wunderlich in?
Wunderlich's product category is Motorcycle Accessories & Parts. Its primary akta.pro industry code is CRAMANAA, Motorcycle Riding Gear & Apparel Retail, with a secondary code of CRAMANAC, Protective Armor & Impact Protection Retail (Body/Back/Chest). Its NAICS code is 336991 and its SIC code is 3751.