Mulfinger Automobile

What Mulfinger Automobile does

Mulfinger Automobile (legal entity: Autohaus Walter Mulfinger GmbH) is a family-owned multi-brand automotive dealership and service group headquartered in Backnang, Germany, founded in 1945. The company operates 11 physical locations across Baden-Württemberg, including Backnang, Bopfingen, Crailsheim, Giengen, Essingen, Heidenheim, Ingelfingen, Michelfeld, Schorndorf, Schwäbisch Gmünd, and Winnenden, employing over 400 staff (with the group history page citing more than 500). It is an authorized dealer for BMW, MINI, BMW Motorrad, Renault, and Dacia, and additionally holds authorized service contracts for Audi, Volkswagen, VW Nutzfahrzeuge, and Opel.

The group's revenue model rests on four streams: new and used vehicle sales (approximately 2,500 new and 6,000 used vehicles per year), authorized after-sales service and maintenance (including HU/AU inspections, tire changes, bodywork via in-house Karosserieabteilungen at four sites), vehicle financing and leasing arranged through partner banks (BMW Bank, Renault Bank / RCI Banque), and ancillary services including the MCR Car Rent rental brand and a multi-brand vehicle buyback program. Distribution is direct through owned showrooms; online channels support vehicle search, test drive booking, and service appointment scheduling, while social media (Facebook, YouTube, Instagram, XING) and newsletter distribution handle top-of-funnel engagement. The customer base is predominantly retail consumers in Baden-Württemberg, with a secondary commercial and fleet (Gewerbekunden) segment.

The business is managed by Ulrich Mulfinger (managing director since 1973) and Markus Mulfinger (second managing director since 2015), reflecting multi-generational family ownership with no disclosed external private equity or institutional investment. Group growth has historically been acquisition-driven, including the most recent addition of Autohaus Kaufmann in Giengen in 2018 as the 11th location, supported by ongoing renovation and consolidation programs (2016–2017, plus the 2021 Bopfingen relocation). The company holds no patents, has no disclosed AI/ML capabilities, and operates as a conventional regional dealer group rather than a technology-led business.

Name

Mulfinger Automobile

Legal name

Autohaus Walter Mulfinger GmbH

Website

https://mulfinger.de

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Mulfinger Automobile is a family-owned, multi-brand automotive dealership and service group operating 11 locations across Baden-Württemberg, Germany. Authorized for BMW, MINI, BMW Motorrad, Renault, and Dacia, it sells ~2,500 new and ~6,000 used vehicles per year and serves retail and fleet customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Backnang

HQ country

Germany

HQ region

Europe

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Vehicle Sales (New and Used): Sale of new vehicles (BMW, MINI, BMW Motorrad, Renault, Dacia) and used automobiles across 11 dealership locations. The company sells approximately 2,500 new and 6,000 used vehicles per year.
2. After-sales Service and Maintenance: Authorized workshop services including maintenance, repairs, MOT (HU/AU), tire changes, and parts sales. Service contracts exist for Audi, VW, VW Nutzfahrzeuge (Bopfingen), and Opel (Backnang). BMW Motorrad service is offered in Schorndorf and Michelfeld.
3. Financing and Leasing: The company arranges vehicle financing and leasing through partner financial institutions (BMW Bank, Renault Bank), offering monthly financing rates and leasing packages.
4. Vehicle Rental (MCR Car Rent): Operates a car rental service under the MCR Car Rent brand, allowing customers to rent vehicles from the dealership.
5. Vehicle Buyback / Trade-in: The company purchases used vehicles from customers regardless of brand, offering fair valuations. Customers can sell their vehicle directly or use it as a trade-in.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Mulfinger Automobile is an authorized multi-brand automotive dealership group selling new and pre-owned vehicles for BMW, MINI, BMW Motorrad, Renault, and Dacia across 11 locations in Baden-Württemberg, Germany. The company provides authorized after-sales service and parts for Audi, VW, VW Nutzfahrzeuge, and Opel at select sites, arranges vehicle financing and leasing through partner banks, operates vehicle buyback/trade-in and bodywork repair services, and runs the MCR Car Rent rental brand.

Product overview

Mulfinger Automobile (Autohaus Walter Mulfinger GmbH) operates as a multi-brand automotive dealership with a portfolio of five vehicle brands (BMW, MINI, Renault, Dacia, BMW Motorrad) plus service partnerships for Audi, VW, VW Nutzfahrzeuge, and Opel. The company functions as a unified dealership network rather than a single software product, selling new and used vehicles with integrated financial services (financing, leasing), maintenance packages (BMW Service Inclusive, MINI SERVICE 5+), and body shop services. Vehicle inventory is searchable online through webauto.de integration. The company operates 11 locations across Germany with over 400 employees, selling approximately 2,500 new and 6,000 used vehicles annually. Service offerings include certified manufacturer maintenance, BMW Premium Selection certified pre-owned vehicles, vehicle trade-in programs, and rental car services through partner MCR Car Rent.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Approximately 2,500 new and 6,000 used vehicles sold per year.
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• BMW Group (as Authorized Dealer)coreChannel Partner/ Reseller/ DistributorMulfinger Automobile is an authorized dealer for BMW, MINI, and BMW Motorrad brands, selling new and used vehicles and providing authorized workshop services at multiple locations.
• Renault (as Authorized Dealer)coreChannel Partner/ Reseller/ DistributorAuthorized dealer for Renault vehicles, selling new and used Renault cars and commercial vehicles (Kangoo, Trafic, Master). Renault service is offered at Essingen, Heidenheim, and Schwäbisch Gmünd locations.
• Dacia (as Authorized Dealer)coreChannel Partner/ Reseller/ DistributorAuthorized dealer for Dacia vehicles. Dacia sales and service offered at Backnang, Essingen, Heidenheim, and Schwäbisch Gmünd locations.
• Audi (Service Partner)minorChannel Partner/ Reseller/ DistributorCertified service and parts partner for Audi brand at the Bopfingen location. Customers can book Audi service appointments online.
• Volkswagen (Service Partner)minorChannel Partner/ Reseller/ DistributorCertified service partner for Volkswagen and Volkswagen Nutzfahrzeuge at the Bopfingen location. Customers can book VW service appointments online.
• Opel (Service Partner)minorChannel Partner/ Reseller/ DistributorCertified service partner for Opel at the Backnang location since April 2006 (Striebel Opel dealership takeover). Also offers used Opel vehicles for sale.
• BMW Bank (Financing Partner)minorOthersFinancing partner providing vehicle financing options to customers. An example on the Dacia website shows BMW Bank offering financing with Sollzinssatz 6.76% and effective annual interest rate 6.99%.
• Renault Bank (Leasing Partner)minorOthersLeasing partner providing vehicle leasing options. An example on the Dacia website shows Renault Bank (RCI Banque S.A.) offering leasing with Sollzinssatz 4.88% and effective annual interest rate 4.99%.
• MCR Car Rent (Car Rental)minorOthersCar rental brand operated by the company, allowing customers to rent vehicles from Mulfinger locations. External link to mcr-car-rent.de provided on the website.
• join.com (Recruitment Partner)minorOthersThe company uses join.com as its recruitment/HR platform for posting job openings and managing career applications.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Rosier Gruppe: German automotive dealer group with multi-brand authorized representation and service operations. Directly comparable to Mulfinger's authorized-dealer business model and regional footprint.
• AVAG Holding SE: Major German automotive retail group with multiple brands and dozens of locations. Closely comparable to Mulfinger as an authorized multi-brand dealer (BMW, Audi, VW, Opel, Renault, etc.) with full-service workshops and significant used-car operations. Publicly discloses comparable scale metrics.
• Dello Group: Northern German multi-brand automotive retail group with locations across several states. Comparable to Mulfinger in being a multi-brand authorized dealer offering sales, service, and financing. Differing geographic focus but same dealership business model.
• Auto-Scholz GmbH & Co. KG: Mid-sized German automotive dealer group with multi-brand authorized representation. Comparable to Mulfinger in scale, multi-brand OEM relationships, and integrated service operations.
• Gottfried Schultz Gruppe: Major German automotive retail group headquartered in the Rhine-Ruhr region with authorized dealerships for premium brands. Comparable to Mulfinger in business model and authorized dealer relationships with German OEMs.
• Autohaus König: German multi-brand automotive dealer group with sales and service operations across multiple locations. Comparable to Mulfinger in authorized-dealer business model covering both premium and volume brands.
• Tiemeyer Gruppe: German automotive retail group with multiple locations and authorized dealerships for premium and volume brands including BMW, MINI, and others. Directly comparable to Mulfinger's mix of premium and mass-market OEM partnerships and integrated service operations.
• Fleischhauer Gruppe: German multi-brand automotive retail and service group with authorized dealerships. Comparable to Mulfinger in providing full-service sales, workshop, and bodywork capabilities across multiple locations.
• Senger Gruppe: Family-owned German automotive dealer group operating across multiple regions with authorized representation for premium brands. Comparable to Mulfinger in family ownership, multi-brand portfolio, and integrated sales-service model.
• Hahn Gruppe: Large German multi-brand automotive dealership group operating dozens of locations across multiple regions. Direct comparable to Mulfinger in business model: authorized dealer for premium and volume brands, integrated service operations, similar family/corporate ownership structure. Both serve as regional dealer platforms with full-service sales and aftersales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@mulfingerautomobile8190
• Facebookfacebook.com/Mulfinger
• Instagraminstagram.com/autohausmulfinger
• LinkedInlinkedin.com/company/autohaus-walter-mulfinger-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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 Mulfinger Automobile