Fleetpool
Fleetpool GmbH is a Cologne-based auto subscription platform and ALD Automotive subsidiary operating multiple consumer (like2drive), corporate (eazymobility), and OEM white-label subscription brands across Germany and Europe, delivering all-inclusive monthly vehicle subscriptions built on a proprietary ERP and managed-services platform.
- Company typePrivate
- Founded2008
- HeadquartersCologne, Germany
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Fleetpool does
Fleetpool GmbH is a Cologne-based auto subscription platform founded in 2008 and recognized as the pioneer and European market leader in dynamic auto subscription, operating since October 2021 as a subsidiary of ALD Automotive within the Société Générale Group. The company delivers flexible, all-inclusive monthly vehicle subscriptions to individual consumers, corporate customers, and automotive manufacturer partners, bundling vehicle, insurance, maintenance, and road tax into a single recurring payment with terms starting at six months.
The company's offering spans a portfolio of eight-plus subscription brands — consumer-facing like2drive, corporate eazymobility, eazycars, EAZYWAY, eazylectric, CONQAR (Spain), sonnenDrive — and co-branded OEM white-label programs including Ford Auto Abo, Kia Flex, Shell Recharge Auto Abo, KINTO Flex (Toyota), and Jaguar & Land Rover SUBSCRIBE. The technology platform is built around a proprietary ERP system developed over many years specifically for auto subscription operations, complemented by in-house digital shop systems, automated logistics and disposition, fintech-driven credit checks and financing, and integrated billing. The company also offers three service modules — Strategy Hub, Digital Hub, and Business Hub — that together cover market intelligence, software development, purchasing, dispatch, and damage management.
Fleetpool monetizes through recurring monthly subscription fees (for owned-fleet B2C and B2B programs), managed-service/platform fees on OEM white-label programs, and adjacent services such as fleet management, remarketing, and salary-conversion (Gehaltsumwandlung) employee benefit programs. The company employs over 200 staff, manages more than 10,000 vehicles annually, and serves enterprise customers including Deutsche Telekom, MediaMarktSaturn, Tchibo, 1. FC Köln, and Bayer 04 Leverkusen across Germany and selected European markets.
Fleetpool firmographics
Firmographics- Name
- Fleetpool
- Legal name
- Fleetpool GmbH
- Website
- https://fleetpool.de
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Fleetpool GmbH is a Cologne-based auto subscription platform and ALD Automotive subsidiary operating multiple consumer (like2drive), corporate (eazymobility), and OEM white-label subscription brands across Germany and Europe, delivering all-inclusive monthly vehicle subscriptions built on a proprietary ERP and managed-services platform.
- Ownership category
- akta.pro rank
Fleetpool industry classification
Industry- Product category
- Auto Subscription / Mobility Subscription Services
- NAICS
- Passenger Car Rental (532111), Passenger Car Leasing (532112), Automotive Equipment Rental and Leasing (5321)
- SIC
- Services-Auto Rental & Leasing (No Drivers) (7510)
- akta.pro primary industry
- Subscription Fleet Operations & Remarketing Providers (THADACAN)
- akta.pro secondary industries
- Corporate / Employee Benefit Car Subscriptions (THADACAJ), EV Fleet Leasing & Fleet Management (EV-Focused) (THADANAI), Corporate & Employee Fleet Programs (THADAKAC), Fleet & Commercial Vehicle Finance (FSAKADAE)
Keywords
Where Fleetpool is headquartered
LocationHeadquarters
- HQ city
- Cologne
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Fleetpool business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Auto Subscription (B2C): Monthly all-inclusive subscription fees from individual consumers subscribing to vehicles through brands like like2drive. Includes vehicle, insurance, maintenance, and taxes in one monthly payment.
- B2B Employee Mobility Benefits: Corporate auto subscription programs through eazymobility for employee benefit solutions, salary conversion models (Gehaltsumwandlung), and company car alternatives.
- OEM/White-label Auto Subscription: Fleetpool operates white-label auto subscription programs for automotive manufacturers including Ford Auto Abo, Kia Flex, Jaguar Land Rover SUBSCRIBE, Shell Recharge Auto Abo, and Toyota KINTO Flex, providing the full operational platform.
- Fleet Management and Remarketing: Fleet management, pool vehicles, bridging vehicles, and remarketing services for B2B partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Individual Auto Subscription |
| Subscription | Monthly | B2B Corporate Mobility |
| Professional services/ project-based | Monthly | OEM/White-label Programs |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
Fleetpool product offering
Product offeringCore offering
Fleetpool operates a digital auto subscription platform that delivers all-inclusive monthly vehicle subscriptions—covering the vehicle, insurance, maintenance, and road tax—to individual consumers, corporate customers, and automotive manufacturers. The company offers consumer-facing subscription brands like like2drive, corporate employee mobility benefits via eazymobility, and white-label/OEM auto subscription programs for Ford, Kia, Jaguar Land Rover, Toyota, and Shell.
Product overview
Fleetpool GmbH operates as a multi-brand auto subscription platform providing flexible vehicle access through subscription models with monthly all-inclusive rates. The company offers white-label auto subscription products and complete solutions in fleet leasing, pool and bridge vehicles, company cars, and employee benefit programs. The core platform is supported by three service modules: Strategy Hub (market intelligence and consulting), Digital Hub (proprietary IT and software development), and Business Hub (operational processes including purchasing, logistics, and marketing). Fleetpool's portfolio includes consumer-facing brands like like2drive, B2B mobility platforms like eazymobility, and numerous co-branded products with automobile manufacturers including Ford Auto Abo, Kia Flex, Shell Recharge Auto Abo, and Jaguar & Land Rover SUBSCRIBE, as well as regional brands like CONQAR (Spain) and subsidiary brands eazycars, EAZYWAY, eazylectric, and sonnenDrive.
Differentiator
Problem solved
Functional benefit
Brands
- like2drive: One of Germany's leading auto subscription providers offering individual mobility, uncomplicated - for private and business customers.
- eazymobility
- Ford Auto Abo
- Kia Flex Auto-Abo
- Shell Recharge Auto Abo
- CONQAR
Products and services
- like2drive One of Germany's leading auto subscription brands, offering flexible all-inclusive vehicle subscriptions to private individuals and business customers with monthly rates that cover vehicle, insurance, maintenance, and road tax.
- eazymobility 360-degree corporate mobility ecosystem providing employee mobility benefits, salary conversion (Gehaltsumwandlung) programs, and integrated transportation solutions for partner companies and their workforce.
- Ford Auto Abo White-label all-inclusive vehicle subscription for Ford vehicles in Germany, fully integrated with the Ford dealer network and offered at monthly all-inclusive rates.
- Kia Flex Auto-Abo Customized Kia vehicle subscription service at all-inclusive rates, launched as a joint cooperation between Kia Motors and Fleetpool, distributed through the Kia dealer network in Germany.
- Shell Recharge Auto Abo Climate-friendly electric vehicle subscription enabling easy transition to electromobility, including a charging flatrate, distributed through Shell fuel station network and digital channels.
- CONQAR Spanish auto subscription brand offering all-inclusive mobility for SEAT vehicles and premium models, including a Young Driver Option for drivers from age 18, targeting the Spanish market.
- eazycars Auto subscription brand for closed customer groups offering affordable all-inclusive mobility with flexible terms starting from 6 months, targeting large enterprise customers with 1,000+ employees.
- EAZYWAY Exclusive short-term mobility subscription service for SEAT dealers, providing bridge vehicles to cover customers during waiting periods when leases end or service is required.
- eazylectric Electric mobility subscription brand for large corporate customers, offering short-term, all-inclusive monthly rates for electric vehicles to support corporate sustainability and CO2 targets.
- sonnenDrive E-mobility platform developed in partnership with sonnen, combining electric vehicle subscriptions with home energy storage solutions to provide an integrated EV and energy offering.
Quantifiable outcome
- Over 10,000 vehicles managed annually
- +2 more outcomes
Companies that use Fleetpool
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Fleetpool technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Fleetpool partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered major and minor.
- ShellmajorFleetpool and Shell launched the Shell Recharge Auto Abo in 2021, providing electric vehicle subscriptions with charging solutions. This was Shell's first entry into auto subscription.
- Ford DeutschlandmajorFleetpool developed and operates the Ford Auto Abo starting in 2022, fully integrated with Ford dealer network across Germany.
- Kia MotorsmajorFleetpool is strategic and operational partner for Kia Flex auto subscription service launched December 2022, providing new car subscriptions for Kia vehicles.
- Toyota DeutschlandmajorFleetpool developed KINTO Flex for Toyota Germany as strategic and operational partner, enabling flexible mobility solutions (2020-2022).
- Jaguar Land RovermajorFleetpool and Jaguar Land Rover launched SUBSCRIBE premium auto subscription service for Jaguar and Land Rover vehicles (2021-2023).
- AllianzmajorAllianz became exclusive insurer of Fleetpool electric vehicles starting September 2023, expanding their New Mobility partnership.
- sonnen (sonnenDrive)minorPartnership with battery and energy provider sonnen for sonnenDrive electric mobility solutions (2019).
- Rebike MobilityminorFleetpool partnered with Rebike Mobility to offer e-bikes as part of the mobility portfolio (2021).
- 1. FC KölnmajorFleetpool is premium partner of Bundesliga club 1. FC Köln, providing mobility solutions for the club (since 2022).
- Bayer 04 Leverkusenminorlike2drive provides future-oriented mobility solutions for Bayer Leverkusen football club.
- CUPRAminorlike2drive Trackday event partnership with CUPRA at Bilster Berg race track (2021).
- MediaMarktSaturnmajorE-Auto-Abo partnership with MediaMarkt and Saturn offering electric vehicles including Tesla through retail stores (since 2023).
- Tchibominorlike2drive and Tchibo partnership offering Tesla and Fiat electric auto subscriptions to Tchibo customers (2021).
- Deutsche Telekom (eazycars)majoreazycars provides electric mobility solutions for Telekom employees through the company's mobility benefit program.
- Autoscout24minorlike2drive partnership with AutoScout24 for enhanced visibility and customer acquisition.
- TreedomminorCONQAR partners with Treedom for tree planting sustainability initiative.
- CAR-InstitutminorJoint research on auto subscription and electromobility topics, including studies on electric vehicles in subscription models.
Scale indicators7 records
Recent moves8 records
Expansion highlights6 records
Fleetpool competitors and assessment
Company assessmentBroad incumbents
- Sixt SE: Major European mobility and rental giant with a growing subscription-style service offering (Sixt+, corporate mobility). Comparable because of overlap in short-to-medium-term passenger vehicle rental/leasing in Germany and Europe — but Sixt operates across the full mobility stack (daily rental, car sharing, leasing) rather than specializing in subscription, making it a broad incumbent rather than a direct subscription competitor.
- Mercedes-Benz Mobility AG (Mercedes me Flexperience / Subscription): Daimler's captive financing and mobility arm historically operating Mercedes me Flexperience, a premium auto-subscription product in Germany/Europe. While positioned as an OEM-direct subscription program, it competes for high-end subscription customers and OEM-mindshare against Fleetpool's JLR SUBSCRIBE and CONQAR premium offerings.
Others
- ALD Automotive / Ayvens: Fleetpool's parent company within Société Générale and one of the world's largest fleet management and vehicle leasing operators. They are effectively a sister company rather than a competitor, but they are the closest infrastructure peer: heavy involvement in fleet leasing, corporate mobility, and now forming Ayvens with LeasePlan, providing comparable operational capabilities and the channel through which Fleetpool can scale.
Regional players
- ViveLaCar: French auto-subscription start-up operating all-inclusive monthly passenger car subscriptions to French consumers. Comparable product category (subscription) and customer profile (B2C individuals), but geographically focused on France rather than Germany; illustrates the broader European map of competitors Fleetpool will face as ALD expands cross-border.
Direct peers
- Carly (Mobiliteitsbudget BV): Dutch / European all-inclusive auto-subscription platform serving private customers with multi-brand vehicles on flexible monthly terms. Closest pan-European subscription competitor with similar model (one all-inclusive monthly fee, no long-term commitment), focused on a different country footprint than Fleetpool.
- Care by Volvo (Volvo Car Corporation): Volvo's in-house auto-subscription program offering fixed-monthly, all-inclusive access to Volvo vehicles with flexible terms. Direct peer in product category (auto subscription) and B2C target segment; Fleetpool actually competes against it via its white-label platforms, while also serving competing OEMs who want an alternative to building such programs internally.
- Volkswagen Financial Services (AutoAbo): Volkswagen's in-house financing and subscription arm operating VW AutoAbo and related service offerings across Germany. Direct product-category overlap (passenger car subscription, especially single-OEM subscription); Fleetpool competes with it for OEM business and complements it when it serves as white-label operator for VW Group brands.
- Hyundai KINTO (Toyota KINTO Europe): Toyota and Hyundai's European auto-subscription and corporate mobility brand (KINTO). Fleetpool previously ran KINTO Flex for Toyota Deutschland; KINTO Europe is the most direct OEM-run subscription competitor for Fleetpool's white-label business and operates across multiple European markets.
- FINN Auto (FINN GmbH): German auto-subscription platform offering all-inclusive monthly vehicle subscriptions to both consumers and businesses. Closest direct competitor to Fleetpool: similar German home market, similar B2C + B2B subscription model, similar multi-brand inventory, and overlapping OEM partnerships, though typically newer in its corporate/employee mobility product maturity.
- Porsche Drive (Porsche AG): Premium subscription service operated by Porsche for its vehicles (operated out of Porsche Centres in select markets). Direct peer at the high end of the auto-subscription market with comparable premium-segment focus — both compete for subscription access to high-end vehicles and for OEM partnerships in the premium/performance segment, alongside Fleetpool's Jaguar & Land Rover SUBSCRIBE and CONQAR programs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Fleetpool social profiles
Digital presenceFleetpool financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fleetpool leadership team
Management profileNumber of profiles
Profiles7 records
Fleetpool subsidiaries and ownership
Company hierarchySubsidiaries6 records
Fleetpool funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fleetpool 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 Fleetpool
What does Fleetpool do?
Fleetpool operates a digital auto subscription platform that delivers all-inclusive monthly vehicle subscriptions—covering the vehicle, insurance, maintenance, and road tax—to individual consumers, corporate customers, and automotive manufacturers. The company offers consumer-facing subscription brands like like2drive, corporate employee mobility benefits via eazymobility, and white-label/OEM auto subscription programs for Ford, Kia, Jaguar Land Rover, Toyota, and Shell.
Is Fleetpool a public or private company?
Fleetpool is a private company. It is classified as corporate owned and is currently operating.
When was Fleetpool founded?
Fleetpool was founded in 2008. It employs 101 to 250 people.
Where is Fleetpool based?
Fleetpool is headquartered in Cologne, Germany, in the Europe region.
How does Fleetpool make money?
Four revenue lines are on record. Auto Subscription (B2C) is the primary driver. The others are B2B Employee Mobility Benefits, OEM/White-label Auto Subscription and fleet Management and Remarketing.
Who are Fleetpool's main competitors?
Broad incumbents on record are Sixt SE and Mercedes-Benz Mobility AG (Mercedes me Flexperience / Subscription). ALD Automotive / Ayvens is listed as an others. ViveLaCar is listed as a regional player. Direct peers are Carly (Mobiliteitsbudget BV), Care by Volvo (Volvo Car Corporation), Volkswagen Financial Services (AutoAbo), Hyundai KINTO (Toyota KINTO Europe), FINN Auto (FINN GmbH) and Porsche Drive (Porsche AG).
Does Fleetpool have an API?
No public API is recorded for Fleetpool.
What industry is Fleetpool in?
Fleetpool's product category is Auto Subscription / Mobility Subscription Services. Its primary akta.pro industry code is THADACAN, Subscription Fleet Operations & Remarketing Providers, with a secondary code of THADACAJ, Corporate / Employee Benefit Car Subscriptions. Its NAICS code is 532111 and its SIC code is 7510.