Augustin Group

What Augustin Group does

Augustin Group GmbH & Co. KG is a privately held, family-run automotive parts distributor headquartered in Handewitt, northern Germany, specializing exclusively in replacement parts for Fiat Group / Stellantis brands (Fiat, Alfa Romeo, Abarth, Jeep, Chrysler, Dodge, Lancia, Iveco) and the badge-engineered Ducato platform (Citroën Jumper, Peugeot Boxer). Founded by Axel Augustin in 1992 as a sole proprietorship and reincorporated as a GmbH & Co. KG in 2012, the company is now led by second-generation Managing Director Patrick Augustin and operates a 25,000 m² facility employing 150+ people, stocking more than 45,000 different parts with a stated 24-hour shipping SLA and DEKRA ISO 9001:2015 certification.

The core product is a multi-country e-commerce platform built on Magento, accessible via country-specific domains (augustin-group.de, .com, .fr, .pl, .se, .it) plus the B2B ag-shop.de portal, supported by a Carfinder/vehicle-selection tool integrating TecDoc, Eper, and Partslinks catalog data. Distribution combines direct-to-consumer e-commerce, a B2B dealer portal with VAT-exclusive pricing for logged-in workshops and wholesalers, regional field-sales representatives across Germany and Austria, and a Serviceportal for returns/warranty handling. The assortment spans original Stellantis parts, Ident-quality equivalents (Magneti Marelli, Brembo, Dayco, Bilstein), the proprietary AG Automotive private-label brand (batteries, mirrors, accessories), and motorhome-specific accessories from Thule, Goldschmitt, and Steeler.

Revenue is generated transactionally across three primary segments — individual Fiat Group vehicle owners, independent workshops, and wholesale distributors — with motorhome/caravan owners (Carthago, Hymer converter use cases) as a targeted sub-segment. Pricing is pay-as-you-go: retail customers pay VAT-inclusive prices with free shipping over €50 within Germany and a 60-day return policy; B2B customers transact at net prices through the dealer portal. The company markets through Google Ads/Bing, Facebook Pixel retargeting, Mailchimp email campaigns, a DUCATOSCHRAUBER content blog, YouTube, and WhatsApp-based customer service, and is showing signals of marketplace expansion via a dedicated Head of Marketplaces role.

Name

Augustin Group

Legal name

Augustin Group GmbH & Co. KG

Website

https://augustin-group.de

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

101–250 employees

Short description

Augustin Group is a family-owned German e-commerce and wholesale distributor specializing in original and Ident-quality replacement parts for Fiat Group / Stellantis brands, serving individual vehicle owners, independent workshops, and wholesalers across 8 European markets.

Ownership category

akta.pro rank

Product category

Automotive Parts Distribution

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Automotive Parts and Accessories Retailers (441330)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Mechanical replacement parts distribution (engine, drivetrain, steering, suspension, brakes) (CRAOANAA)

akta.pro secondary industries

Accessories & appearance products distribution (interior/exterior accessories, detailing, car care) (CRAOANAI), Performance, racing & tuning parts distribution (CRAOANAH), Automotive Accessories & Aftermarket DTC (CRAFACAK)

Keywords

• Automotive parts distribution
• Fiat Group replacement parts
• Vehicle spare parts retail
• Auto parts e-commerce
• Motorhome parts supply

Headquarters

HQ city

Handewitt

HQ country

Germany

HQ region

Europe

Offices1 record

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. Automotive Parts Sales: Direct sale of original Fiat and Ident-equivalent replacement parts for Fiat Group vehicles (Fiat, Alfa Romeo, Abarth, Jeep, Chrysler, Dodge, Lancia, Iveco). One-time transaction-based purchases.
2. AG Automotive House Brand: Sale of proprietary AG Automotive brand parts including batteries, offering higher margins on in-house branded products.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Augustin Group distributes and retails original Stellantis/FCA and Ident-equivalent replacement parts for Fiat Group vehicles (Fiat, Alfa Romeo, Abarth, Jeep, Chrysler, Dodge, Lancia, Iveco) plus proprietary AG Automotive brand batteries and accessories. The company sells through a multi-country e-commerce platform and a dedicated B2B dealer portal, shipping from a 25,000 m² warehouse in Handewitt, Germany to consumers, workshops, and wholesalers across Europe.

Product overview

Augustin Group operates an e-commerce platform (Online-Shop) as its core product, offering original Fiat and Ident replacement parts for the Fiat Group/Stellantis vehicle brands. The portfolio includes the proprietary AG Automotive sub-brand for batteries and accessories, specialized product categories for Fiat Ducato parts, motor oils and fluids, and branded accessories like Thule and Steeler. A complementary Serviceportal handles returns and warranties, while a Werkstattfinder connects customers with certified workshops. The company serves both B2C end customers and B2B professional customers through dedicated portals.

Differentiator

Problem solved

Functional benefit

Brands

• AG Automotive: The company's own private label brand for vehicle parts and accessories, including batteries, lithium batteries, and other automotive components.

Products and services

• Original-Ersatzteile (FCA/Stellantis)

Quantifiable outcome

• Ships within 24 hours
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Magneti MarellicoreTechnology or IntegrationAftermarket parts supplier providing Ident-equivalent replacement parts in OEM quality for Fiat Group vehicles. Products include lighting, engine components, and other parts.
• DaycocoreTechnology or IntegrationAftermarket supplier providing Ident-equivalent parts including belts and engine components for Fiat Group vehicles.
• BrembocoreTechnology or IntegrationPremium braking systems supplier offering original quality brake components for Fiat Group vehicles.
• ThuleminorChannel Partner/ Reseller/ DistributorPremium accessories brand for Fiat Ducato including bike carriers and awnings. Augustin Group distributes Thule products.
• TecAlliance / topmotivecoreTechnology or IntegrationParts catalog data provider enabling accurate parts identification and cross-referencing for correct replacement part selection.
• Novalnet AGminorOthersPayment service provider handling payment processing including credit card, PayPal, SEPA direct debit, and invoice payments. PCI DSS Level 1 certified.
• InfinitePayminorOthersPayment provider for purchase on account and SEPA direct debit payment methods.
• Stellantis (FCA & PSA)coreTechnology or IntegrationParent automotive group for Fiat, Alfa Romeo, Abarth, Jeep, Chrysler, Dodge, Lancia, Iveco, Peugeot, Citroen, Opel, Vauxhall, DS Automobiles. Augustin Group sources original parts through official Stellantis distribution channels.

Scale indicators6 records

Recent moves13 records

Expansion highlights6 records

Direct peers

• Mister-Auto: Mister-Auto (part of the Oscaro Group) operates a pan-European online parts platform across multiple countries with multi-brand coverage and strong presence in France, Germany, and Italy. It overlaps with Augustin's e-commerce model and Southern/Western European geographic reach.
• Oscaro: Oscaro is a major French online automotive parts retailer serving DIY consumers and workshops with a multi-brand catalog. Its French market leadership and multi-brand e-commerce model are directly comparable to Augustin's specialized e-commerce motion in Germany.
• Kfzteile24: Kfzteile24 is one of Germany's largest online retailers for automotive spare parts, accessories, and tires, operating its own warehouse and serving both B2C and B2B customers. It is a primary direct competitor to Augustin Group in the German DTC parts market with similar hybrid B2B/B2C motion.
• AutoDoc: AutoDoc is Europe's largest online retailer of car parts and accessories, operating across 27 European countries with a catalog of several million SKUs across all major brands. It directly competes with Augustin Group on the German automotive aftermarket e-commerce front, offering cross-brand breadth that contrasts with Augustin's Fiat Group depth.
• Euro Car Parts: Euro Car Parts is the UK's largest distributor of car parts, operating a hybrid e-commerce and branch network model serving both consumers and workshops. While UK-focused, its hybrid wholesale + DTC motion and deep parts inventory are structurally similar to Augustin's operating model.

Regional players

• ATU Auto Teile Unger: ATU is Germany's largest chain of workshop and automotive service centers with significant parts retail attached. While it competes in parts and accessories in Germany, its service-center model differs from Augustin's pure-play parts specialist focus.

Broad incumbents

• Norauto: Norauto is a European automotive service and parts retailer with center networks across France, Italy, Spain, and other countries. It overlaps with Augustin in the parts retail and B2C/B2B workshop supply space across Continental Europe.
• Alliance Automotive Group: Alliance Automotive Group is a major European automotive aftermarket parts distributor operating across the UK, France, Germany, Poland, and the Nordics with warehouse and branch networks. It is a broader multi-OEM incumbent that competes with Augustin for workshop customers in overlapping geographies.
• RockAuto: RockAuto is a US-headquartered online automotive parts retailer with multi-brand catalog depth and direct-to-consumer fulfillment. While its geographic base differs from Augustin's, its pure-play DTC parts e-commerce model and broad catalog approach make it a comparable structural peer.
• Würth: Würth is a globally dominant automotive parts, fasteners, and workshop supplies distributor with deep B2B workshop relationships across Europe. It is much broader in scope than Augustin (multi-OEM, multi-product) but overlaps in the automotive aftermarket distribution and workshop supply space.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/augustingroup
• LinkedInlinkedin.com/company/augustin-group

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Augustin Group