What Automag does

Automag GmbH is a privately held authorized BMW and MINI car dealership headquartered in Munich, Germany, operating two full-service locations in the Laim and Trudering districts. Founded in 1919 and operating as a BMW franchise dealer since 1967, the company sells new and certified pre-owned BMW and MINI vehicles (BMW Premium Selection with 24-month warranty), arranges leasing and financing through BMW Bank GmbH, and runs a full-service workshop, body shop (Karosseriezentrum), and parts/accessories operation. Its core technology stack is conventional automotive retail infrastructure (online vehicle portal, leasing configurator, 24/7 self check-in terminal) rather than proprietary software; no AI/ML capabilities are evident.

The company serves three primary customer segments: private retail buyers purchasing or leasing BMW/MINI vehicles for personal use, commercial fleet operators (Grosskunden) with 50+ vehicle fleets requiring a minimum of 5 annual purchases, and aftermarket service customers requiring maintenance, repairs, or body work. Business customers also include Handelsvertreter (commercial agents) entitled to fleet pricing under §84 HGB. Revenue is generated across one-time new and used vehicle sales, recurring leasing and financing commissions through BMW Bank, recurring service and maintenance contracts, fleet management commissions via Alphabet, and parts/accessories sales. Marketing is conducted via a corporate website, social media channels (Facebook, Instagram, YouTube), an email newsletter (AUTOMAGazin), and in-dealership events.

Go-to-market is sales-led and centered on the two physical dealerships with direct in-person consultation, supported by online lead capture and appointment booking. The company holds no external investment, has no parent company, and operates as an independent franchise dealer. Its commercial proposition rests on authorized manufacturer status, integrated financing and fleet partnerships (BMW Bank, Alphabet, Shell), and full lifecycle vehicle support under one roof rather than any technology or data advantage.

Name

Automag

Legal name

Automag GmbH

Website

https://automag.de

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

51–100 employees

Short description

Automag GmbH is a privately held authorized BMW and MINI dealership in Munich with two locations (Laim and Trudering), selling new and certified pre-owned vehicles, offering leasing and financing via BMW Bank, and providing full service, body work, and fleet management for private and business customers.

Ownership category

akta.pro rank

Product category

Automotive Dealership

NAICS

Motor Vehicle and Parts Dealers (441), Used Car Dealers (441120)

SIC

Services-Automotive Repair, Services & Parking (7500), Services-Auto Rental & Leasing (No Drivers) (7510), Retail-Auto & Home Supply Stores (5531)

akta.pro primary industry

New & Used Auto Purchase Loans (FSAKADAA)

akta.pro secondary industry

Auto Loan Servicing & Collections (FSAKADAK)

Keywords

• BMW dealership
• Vehicle sales
• Auto leasing
• Fleet management
• Vehicle maintenance

Headquarters

HQ city

München

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new BMW and MINI vehicles to private and business customers. Vehicles sold at manufacturer suggested retail prices with dealer markups/margins.
2. Vehicle Leasing: Leasing arrangements through BMW Bank GmbH for new and used vehicles with various term lengths (24-60 months) and mileage options. Dealer earns commissions on lease originations.
3. Vehicle Financing: Financing solutions through BMW Bank GmbH for vehicle purchases, generating interest income and dealer commissions.
4. Vehicle Service and Maintenance: Workshop services including maintenance, repairs, tire changes, body work (Karosseriezentrum), and parts sales. Service packages offered including seasonal checks.
5. Used Vehicle Sales: Sales of certified pre-owned vehicles (BMW Premium Selection with 24-month warranty), young used cars, and annual vehicles.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Automag GmbH is an authorized BMW and MINI dealer operating two physical locations in Munich (Laim and Trudering). Its core offering is the sale and leasing of new and certified pre-owned BMW and MINI vehicles, intermediated financing through BMW Bank GmbH, and full after-sales services including workshop maintenance, tire changes, bodywork repair (Karosseriezentrum), and genuine parts retail. A dedicated Großkunden (fleet) program serves business customers with 50+ vehicles and minimum five annual purchases.

Product overview

Automag GmbH is a BMW and MINI dealership based in Munich with two locations (Laim and Trudering), operating as an authorized dealer since 1967. The company offers a comprehensive automotive portfolio centered on new and pre-owned BMW and MINI vehicle sales and leasing, supported by full-service maintenance, bodywork repair, and genuine parts operations. The core offering consists of new vehicle sales with flexible financing through BMW Bank GmbH, certified pre-owned vehicles under the BMW Premium Selection program with 24-month warranty, and corporate fleet solutions including Alphabet fleet management and Shell fuel/charging cards. Aftersales services encompass workshop maintenance, tire services, 24/7 self-check-in facilities, and a dedicated body shop for accident and hail damage repair. The company also specializes in BMW's electric mobility lineup (BMW i models) and the xDrive all-wheel-drive technology across its model range.

Differentiator

Problem solved

Functional benefit

Products and services

• BMW New Vehicles Sale and leasing of new BMW automobiles across all series (1er, 2er, 3er, 4er, 5er, 7er, 8er), X models (X1–X7), M performance models, and electric vehicles (iX1, iX2, iX3, i4, i5, i7, XM), targeting private and business buyers in the Munich region.
• MINI New Vehicles Sale and leasing of new MINI automobiles through the Automag dealership, with MINI products primarily available at the Trudering location.
• BMW Premium Selection (Certified Pre-Owned) Manufacturer-certified pre-owned BMW program offering a 24-month warranty, 6-month or 10,000 km complimentary maintenance, 360-degree vehicle inspection, and optional financing/leasing for buyers seeking lower-cost used BMW vehicles with manufacturer-backed assurance.
• BMW Used Vehicles Sale of pre-owned BMW vehicles including Junge Gebrauchte (young used cars) and Jahreswagen (nearly-new/annual vehicles) outside of the Premium Selection certification tier.
• MINI Used Vehicles Sale of pre-owned MINI vehicles through the dealership's used car inventory.
• BMW Leasing and Financing Vehicle leasing and financing solutions intermediated through BMW Bank GmbH for private and business customers, offering various term lengths (24–60 months) and mileage configurations for new and used vehicles.
• Großkunden Fleet Services Corporate fleet management program for companies with 50+ vehicles and minimum 5 annual purchases, including fleet leasing via BMW Bank, BMW Business Card, fuel and charging cards through Alphabet and Shell partnerships, and dedicated account management.
• Workshop Service and Maintenance Full workshop services for BMW and MINI vehicles including oil changes, inspections, tire changes, brake service, BMW Service Inclusive packages, and 24/7 Self Check-In drop-off terminal at both locations.
• Karosseriezentrum (Body Shop) Body repair services for BMW and MINI vehicles including hail damage repair (Hagelschaden), Smart Repair, and full bodywork restoration at both Munich locations.
• Parts and Accessories Original BMW parts and accessories sold through an online shop, with service packages including Seal & Protect coatings, tire services, and other accessories for BMW and MINI owners.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core, major and minor.

• BMW AGcoreChannel Partner/ Reseller/ DistributorAutomag is an authorized BMW dealer (Vertragshändler) for new vehicle sales, used vehicle sales, and after-sales service. This franchise relationship gives Automag access to BMW's vehicle supply, marketing support, technical training, warranty support, and parts supply.
• MINI (BMW Group)coreChannel Partner/ Reseller/ DistributorAutomag is an authorized MINI dealer for new and used MINI vehicle sales. MINI products are available primarily at the Trudering location.
• Alphabet Fuhrparkmanagement GmbHmajorStrategic or Co-development PartnerAlphabet provides fleet management services for Automag's business customers. They offer tank/charging cards and charging station leasing for fleet operators.
• ShellminorGTM or Marketing PartnerShell provides integrated fuel and charging card services for Alphabet fleet customers, enabling convenient fueling and charging across Shell's network.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• AUTO1 Group SE: Berlin-based online used car marketplace operating across Europe. Comparable as a structural disruptor to traditional dealer used-vehicle sales, putting pricing pressure on certified pre-owned margins that Automag relies on.
• Carwow GmbH: Online car marketplace connecting buyers with dealers across Europe. Comparable as an emerging digital channel that competes with traditional dealership sales motion and pressures dealer margins on new and used vehicles.

Others

• Sixt Leasing SE: German leasing and fleet management provider with multi-brand offerings. Comparable as a competing channel for fleet and corporate leasing that Automotive dealers partner with or compete against for fleet contracts.
• Alphabet Fuhrparkmanagement GmbH: BMW Group's fleet management subsidiary and Automag's existing partner. Comparable as the fleet management ecosystem in which Automag operates its Grosskunden business, providing context on fleet leasing and management dynamics.

Broad incumbents

• LUEG AG: One of Germany's largest multi-brand automotive dealer groups headquartered in Bochum, operating over 50 rooftops across multiple premium and volume brands. Comparable as a scaled German premium dealer group, though broader in geography and brand portfolio than Automag.
• Emil Frey Group: Major European automotive retail group with German operations across multiple premium brands including BMW, Mercedes-Benz, and Jaguar Land Rover. Comparable as a multi-rooftop premium dealer group with similar full-service model (sales, service, parts).
• AVAG Holding SE: Large German automotive dealer group operating over 40 locations across Bavaria and southern Germany, including premium franchises. Directly comparable to Automag in scale, geography, and service offering model.

Direct peers

• Procar Automobile GmbH: BMW and MINI authorized dealer group with multiple rooftops across western Germany. Directly comparable as a multi-rooftop BMW/MINI franchise dealer with similar service and fleet capabilities.
• BMW Niederlassung München: BMW AG's own factory-owned retail outlet in Munich, selling the same BMW and MINI product line directly competing with Automag for the same Munich-area customer base. Closest direct competitor given shared brand, geography, and product mix.
• Hahn Automobile GmbH: BMW and MINI authorized dealer group operating rooftops in southern Germany. Direct peer in terms of brand authorization, premium positioning, and full-service dealership model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/BMWAutomag
• Facebookfacebook.com/bmw.automag.gmbh
• Instagraminstagram.com/bmwautomag
• Xx.com/bmwautomag
• LinkedInlinkedin.com/company/bmw-automag-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Automag