What Wiesenthal does

Merbag GmbH is an authorized Mercedes-Benz, Mercedes-AMG, and smart dealer group headquartered and operating exclusively in Austria, with a six-location physical footprint concentrated in the Vienna metropolitan area (Troststraße, Donaustadt, Triesterstraße, Liesing) and Brunn, plus a dedicated MO´Drive service site and a Tesla Approved Body Shop at Liesing. The company sells new and certified pre-owned passenger vehicles (Junge Sterne program), commercial vans (Citan, EQV, Sprinter, Vito, V-Klasse), and electric vehicles from the Mercedes EQ family and the smart #1/#3/#5 sub-brand, alongside a multi-brand used-car portal that lists Alfa Romeo, Audi, BMW, Land Rover, Nissan, Seat, Skoda, and Volkswagen.

The core offering is the full vehicle ownership lifecycle: new vehicle sales, certified pre-owned with a 24-month Europe-wide warranty and 10-day exchange right, the 4-Jahres-Wertpaket four-year service bundle, Mercedes-Benz Rent short-term rental, leasing programs (including the smart BRABUS subscription at €499/month with €0 down), and a workshop network providing maintenance, repair, tires, vehicle care, replacement parts, and 24-hour emergency roadside assistance. The technology layer is conventional dealership infrastructure — an online inventory search portal, online workshop appointment booking, phone hotline (0800 828 400), and live chat — with no disclosed proprietary platforms, AI systems, or differentiated software.

Merbag generates revenue through six streams: one-time new and used vehicle sales, one-time commercial vehicle sales, workshop and service revenue, recurring leasing/financing income, recurring rental income, and ancillary services such as the Diamantgrill detailing line. Distribution is omnichannel: physical showrooms handle the bulk of new vehicle transactions, while the website enables used-car discovery with public pricing. Customer segmentation is broad — retail consumers, business and fleet customers, commercial van buyers (trades, taxi, ride-service), and diplomatic customers — supported by dedicated business sales, fleet electrification incentives (E-mobility Bonus), and specialized commercial programs. The company is privately held with no disclosed parent, no funding history, no public financials, and no headcount figure in the source data.

Name

Wiesenthal

Legal name

Merbag GmbH

Website

https://wiesenthal.at

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

51–100 employees

Short description

Merbag GmbH is a privately held, multi-location authorized Mercedes-Benz, Mercedes-AMG, and smart dealer in Austria, operating six dealerships in the Vienna metro area and Brunn, selling new and certified pre-owned vehicles, commercial vans, and electric vehicles, while providing workshop services, leasing, rental, and a Tesla Approved Body Shop.

Ownership category

akta.pro rank

Product category

Automotive Retail and Dealership Services

NAICS

Other Motor Vehicle Dealers (4412), Automotive Body, Paint, Interior, and Glass Repair (81112)

SIC

Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Collision Repair, Bodywork & Paint (Light-Duty) (TLAKAAAK)

akta.pro secondary industry

Glass, Lighting & Visibility Systems Service (Windshields, Lamps, Mirrors) (TLAKABAL)

Keywords

• Automotive dealership services
• New vehicle sales
• Certified pre-owned vehicles
• Commercial fleet sales
• Vehicle workshop services

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales - New Mercedes-Benz: Sale of new Mercedes-Benz passenger vehicles, Mercedes-AMG performance vehicles, and smart electric vehicles directly to retail and business customers.
2. Vehicle Sales - Used/Pre-owned: Sale of certified pre-owned vehicles including Junge Sterne (young stars) program vehicles, AMG young stars, and standard used Mercedes vehicles.
3. Commercial Vehicles/Vans: Sales of Mercedes-Benz commercial vans including Citan, EQV, T-Klasse, Marco Polo, Sprinter, Vito, and V-Klasse for business and fleet customers.
4. Workshop and Service: Maintenance, repair, tire services, vehicle care, and replacement parts services across all dealership locations.
5. Vehicle Financing/Leasing: Leasing arrangements for vehicles including smart BRABUS leasing starting at €499/month with €0 down payment. E-mobility bonuses for fleet electrification.
6. Rental Services (Mercedes-Benz Rent): Short and medium-term rental of Mercedes-Benz vehicles to customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Wiesenthal operates as an authorized Mercedes-Benz, Mercedes-AMG, and smart automotive dealership and service group in Austria. Core offerings include new and certified pre-owned passenger vehicle sales, commercial van/fleet sales, authorized workshop maintenance and repair services, vehicle rental (Mercedes-Benz Rent), and 24-hour emergency roadside assistance. The business also runs a Tesla Approved Body Shop at its Liesing location for non-brand collision repair.

Product overview

Merbag is a multi-location Austrian Mercedes-Benz dealership offering a comprehensive automotive portfolio. The core offering includes new and used Mercedes-Benz passenger vehicles (A-Klasse through S-Klasse), Mercedes-AMG performance vehicles, smart electric vehicles (smart #1, #3, #5, BRABUS variants), and commercial vehicles (Citan, EQV, Sprinter, Vito, V-Klasse). Services include workshop/maintenance, the 4-Jahres-Wertpaket (4-year service package), Mercedes-Benz Rent vehicle rental, and the Junge Sterne certified pre-owned program. Business solutions cover fleet sales, diplomatic sales, and commercial customer programs. The company operates multiple service locations across Austria including a Tesla Approved Body Shop.

Differentiator

Problem solved

Functional benefit

Brands

• Junge Sterne: Certified pre-owned Mercedes-Benz program with warranty and exchange rights
• MO´Drive
• Merbag Premium Services
• Merbag Komfort-Service
• Diamantgrill

Products and services

• Mercedes-Benz New Vehicles (Neuwagen) Sale of new Mercedes-Benz passenger cars and SUVs across the full model range (A-Klasse through S-Klasse) with combustion, hybrid, and electric powertrains, for retail consumers and business buyers.
• Junge Sterne Certified Pre-Owned Program Certified pre-owned Mercedes-Benz and Mercedes-AMG vehicles with manufacturer-backed warranty coverage, exchange rights, and mobility guarantees for retail and business buyers seeking lower-risk used vehicle purchases.
• Mercedes-Benz Used Vehicles (Gebrauchtwagen) Pre-owned Mercedes-Benz and other brand vehicles (Audi, BMW, VW, Alfa Romeo, Land Rover, Nissan, Seat, Skoda) with online inventory browsing, transparent pricing, and trade-in purchase options.
• Mercedes-AMG Performance Vehicles High-performance Mercedes-AMG passenger vehicles and certified AMG Junge Sterne pre-owned performance cars for retail consumers seeking premium performance vehicles.
• smart Electric Vehicles Electric smart vehicles including smart #1, smart #3, smart #5, and BRABUS performance variants, available for purchase or lease to retail consumers and business customers.
• Mercedes-Benz Commercial Vehicles (Nutzfahrzeuge) Commercial vans and transporters (Citan, EQV, T-Klasse, Marco Polo, Sprinter, Vito, V-Klasse) for fleet, tradespeople, taxi operators, and corporate transportation buyers.
• Business and Fleet Sales Program Dedicated sales channel for corporate fleets, commercial customers, taxi operators, diplomatic missions, and large fleet accounts, including E-mobility transition support and fleet management consultation.
• Mercedes-Benz Workshop and Service (Werkstatt) Authorized workshop services including scheduled maintenance, repairs, tire and wheel services, vehicle care, genuine replacement parts, and 24-hour emergency roadside assistance for Mercedes-Benz, smart, and other vehicles.
• 4-Jahres-Wertpaket (4-Year Value Package) Four-year bundled maintenance and warranty package providing predictable ownership costs and service coverage for Mercedes-Benz vehicles.
• Mercedes-Benz Rent Vehicle Rental Flexible short and medium-term rental of Mercedes-Benz passenger vehicles for consumers and businesses needing temporary vehicle access without long-term commitment.
• Tesla Approved Body Shop Tesla-certified collision and body repair services for Tesla vehicles at the Liesing dealership location, extending service reach beyond the Mercedes-Benz and smart brands.
• 24-Hour Emergency Roadside Assistance (Notfall-Center) Round-the-clock emergency roadside assistance, towing, and breakdown support for Mercedes-Benz and smart owners via dedicated hotlines.
• Mercedes-Benz Transporter Services Specialized maintenance, repair, and parts services tailored to Mercedes-Benz commercial transporters and vans, supporting commercial fleet uptime.
• Vehicle Care and Detailing (Fahrzeugpflege / Diamantgrill) Premium vehicle care, cleaning, and detailing services for Mercedes-Benz vehicles, including specialized interior and exterior treatments.

Quantifiable outcome

• 24-month Europe-wide warranty on certified pre-owned vehicles (Junge Sterne)
• +4 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Mercedes-Benz AG / Daimler AGcoreChannel Partner/ Reseller/ DistributorAuthorized Mercedes-Benz dealer for new vehicles, spare parts, and service operations in Austria. Operates as official sales and service partner representing Mercedes-Benz, Mercedes-AMG, and smart brands.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Others

• Continental AG: Major automotive supplier and tire manufacturer with retail service network (BestDrive), comparable to Merbag's parts and tire services business as an automotive aftermarket participant.
• AutoScout24 GmbH: European online vehicle marketplace that competes with Merbag's used vehicle sales channel by connecting buyers and sellers directly, shaping customer expectations and pricing transparency in the Austrian market.
• Driven Brands: North American automotive services platform including collision repair and maintenance brands, comparable to Merbag's workshop and Tesla Approved Body Shop service operations in the aftermarket services space.
• mobile.de: Germany's largest online vehicle marketplace, comparable to Merbag's role in the broader automotive ecosystem as an alternative channel for vehicle discovery and sale, particularly relevant for used vehicles cross-border.
• Cox Automotive: Global automotive services company providing dealer solutions, remarketing, and parts, comparable to Merbag's service operations and parts business as a broader automotive aftermarket ecosystem participant.
• Sixt SE: Major European vehicle rental company that competes with Merbag's Mercedes-Benz Rent service in the premium rental segment, with similar fleet management expertise and corporate customer focus.

Direct peers

• AVAG Holding SE: German automotive retail group with multiple brand authorizations and dealership locations, comparable to Merbag in business model (multi-brand retail, service, fleet) though operating in Germany rather than Austria.
• Pappas Holding GmbH: Austrian Mercedes-Benz and multi-brand authorized dealer group, directly comparable to Merbag as a competing Mercedes-Benz franchise operator in Austria with multiple locations and similar sales/service/rental offerings.

Broad incumbents

• Inchcape plc: Global automotive distributor and retailer operating across multiple premium brands, comparable to Merbag in automotive retail business model but at much larger scale and across more geographies and brands.
• Penske Automotive Group: International automotive retailer with premium and luxury brand franchises, comparable to Merbag in dealership business model and premium brand focus but significantly larger and US-centric.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/merbagat
• LinkedInlinkedin.com/company/merbagat
• Instagraminstagram.com/merbag_at

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Wiesenthal