Lietz

What Lietz does

Lietz GmbH is an Austrian family-owned multi-brand mobility retailer headquartered in Waidhofen an der Ybbs, operating 8 dealership and workshop locations across Lower Austria and Upper Austria (Amstetten, Linz, Linz-Urfahr, Steyr, Waidhofen/Ybbs, Wieselburg, Wolfern, Ybbsitz). The company sells new and used automobiles, motorcycles, and bicycles through wholly-owned subsidiaries Lietz GmbH, Lietz-Linz GmbH, Lietz-Urfahr GmbH, and Lietz Ybbsitz GmbH, with brand authorisations spanning Mazda, Hyundai, Fiat, Ford, LEAPMOTOR (cars); BMW Motorrad, Kawasaki, Ducati, Yamaha, Piaggio, Suzuki (motorcycles); and Focus, Simplon, Cannondale, Lapierre, Santa Cruz, Norco, Kalkhoff (bicycles). Each location offers full-service workshop, bodywork (Spenglerei), and painting (Lackiererei) services, supplemented by a used-vehicle exchange (Börse) platform and a CHECKDRIVE vehicle subscription partnership.

Revenue is generated through one-time vehicle sales, recurring service and repair contracts, parts and accessories, usage-based short-term rentals (Mazda MX-5 at the Steyr location from €99/day), and broker fees on subscription vehicles. The customer base is exclusively individual consumers (B2C), segmented horizontally across vehicle categories. Distribution is omnichannel-lite: physical showrooms dominate, with the website (lietz.at) and social media (Instagram) serving top-of-funnel awareness and a newsletter for retention.

The 2025 deployment of HeroShow Mixed Reality (XR) glasses across all showrooms is the company's principal in-house technology differentiator, enabling virtual 1:1 vehicle configuration, variant comparison, and 3D visualisation. Forward product launches include the Mazda CX-6e EV (pre-sale from €46,990) and the Hyundai IONIQ 3 (autumn 2026), signalling an EV pivot. Management is family-controlled, with Heini Lietz as shareholder, Peter Lietz as Managing Director for Sales and Marketing, and Robert Lietz as Managing Director for Finance and Customer Service (and licensed managing director).

Name

Lietz

Legal name

Lietz GmbH

Website

https://lietz.at

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

251–500 employees

Short description

Lietz GmbH is a family-owned Austrian multi-brand retailer operating 8 locations across Lower and Upper Austria, selling new and used cars, motorcycles, and bicycles alongside workshop, bodywork, and painting services for individual consumers.

Ownership category

akta.pro rank

Product category

Automotive Retail & Multi-Brand Dealership

NAICS

Motorcycle, Boat, and Other Motor Vehicle Dealers (44122), Used Car Dealers (44112), Automotive Parts and Accessories Retailers (44133)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)

akta.pro secondary industries

Used & Refurbished Bike Retail (CRAMAHAK), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)

Keywords

• Automotive dealership
• Motorcycle retail
• Bicycle sales
• Vehicle service
• Used vehicle exchange

Headquarters

HQ city

Waidhofen An Der Ybbs

HQ country

Austria

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: New and used car, motorcycle, and bicycle sales across multiple brands including Mazda, Hyundai, BMW Motorrad, Ducati, Kawasaki, Yamaha, Piaggio, Focus, Simplon, Cannondale, Lapierre.
2. Service and Repair: Full-service workshop, bodywork (Spenglerei), and painting (Lackiererei) services for all vehicle brands.
3. Parts and Accessories: Replacement parts and accessories sales for vehicles and bicycles.
4. Vehicle Rental: Short-term rental of Mazda MX-5 roadsters at Lietz Steyr location. Daily, weekend, and weekly rental options.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Lietz is a family-owned Austrian multi-brand vehicle retailer selling new and used automobiles, motorcycles, and bicycles across 8 showroom locations in Lower and Upper Austria, supported by full workshop, bodywork (Spenglerei), and painting (Lackiererei) services. Its offering covers sales of Mazda, Hyundai, Fiat, Ford cars; BMW Motorrad, Ducati, Kawasaki, Yamaha, and Piaggio motorcycles; and Focus, Simplon, Cannondale, and Lapierre bicycles, complemented by online used-vehicle exchanges (Börsen), a Mazda MX-5 short-term rental at Steyr, the CHECKDRIVE mobility subscription, and a Mixed Reality (HeroShow) in-showroom consultation for virtual vehicle configuration.

Product overview

Lietz is a family-owned Austrian mobility company operating a multi-location dealership network (8+ sites: Amstetten, Linz, Linz-Urfahr, Steyr, Waidhofen/Ybbs, Wieselburg, Wolfern, Ybbsitz) under the Lietz Group. Its offering is a platform of vehicle sales and services centred on three categories — automobiles (new/used), motorcycles, and bicycles — supported by workshop, paint, and bodyshop services. Within automobiles, Lietz distributes multiple brands including Mazda (including the CX-6e all-electric SUV), Hyundai (INSTER, IONIQ 3), Fiat, and Ford, alongside a used-vehicle exchange platform. The motorcycle division covers BMW Motorrad, Kawasaki, Ducati, Yamaha, Piaggio, and Suzuki. The bicycle division (Radshop) spans Focus, Kalkhoff, Cannondale, Lapierre, Simplon, Santa Cruz, Norco, with a clearance sale channel. Supplementary services include a short-term Mazda MX-5 roadster rental at the Steyr branch, a CHECKDRIVE vehicle subscription programme, and a Mixed Reality (HeroShow) in-showroom consultation enabling virtual 1:1 vehicle configuration and 3D visualization. All locations offer used-vehicle exchanges across the three categories.

Differentiator

Problem solved

Functional benefit

Brands

• Lietz Sport: Sports-themed product line or service offering under the Lietz brand, mentioned as a navigation category on the website.

Products and services

• Auto/Motorrad/Fahrrad Sales and Service Multi-brand new and used sales of automobiles (Mazda, Hyundai, Fiat, Ford), motorcycles (BMW Motorrad, Kawasaki, Ducati, Yamaha, Piaggio, Suzuki), and bicycles (Focus, Simplon, Cannondale, Lapierre, Santa Cruz, Norco) supported by workshop, paintwork, and bodyshop services at 8 locations across Austria.
• Mazda MX-5 Verleih (Short-term rental) Short-term rental of a Mazda MX-5 roadster from Lietz Steyr, available per day (€99, 100 km included), weekend (€249, 500 km), or week (€499, 1,000 km), with Vignette, full-coverage insurance (€1,000 deductible), and €0.50/km for additional kilometres.
• Lietz Radshop (Bicycle Sales) Sale of bicycles across multiple Lietz locations (Ybbsitz and Wolfern), offering brands including Focus, Kalkhoff, Cannondale, Lapierre, Simplon, Santa Cruz, and Norco with discounted single-unit clearance deals up to 50% off.
• Lietz Fahrzeug Börsen (Vehicle Exchanges) Online exchange platforms for used motorcycles, automobiles, and bicycles, allowing customers to buy and sell pre-owned vehicles across Lietz's three vehicle categories.
• CHECKDRIVE Mobilitätsabo Vehicle subscription service accessible through Lietz, enabling customers to rent or subscribe to cars or motorcycles via the CHECKDRIVE platform.
• Mazda CX-6e (all-electric SUV) Mazda all-electric SUV available for pre-sale at Lietz starting from €46,990 with up to 484 km WLTP range, DC fast charging up to 242 km in 15 minutes, and up to 258 PS (198 kW); delivery expected autumn 2026.
• Hyundai IONIQ 3 (full-electric compact) Full-electric compact Aero Hatch built on Hyundai's E-GMP platform with 400V architecture, two battery options (42.2 kWh and 61 kWh) and up to >496 km WLTP range, expected in Lietz showrooms autumn 2026.
• Mixed Reality (HeroShow) Vehicle Consultation Immersive in-showroom experience using HeroShow XR glasses enabling virtual 1:1 vehicle configuration, variant comparison, colour and accessory selection, and full-scale 3D visualization without a physical vehicle present.

Quantifiable outcome

• Hyundai INSTER named winner of Alles Auto comparison test

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• Mazda Austria GmbHcoreOthersPrimary automotive brand partner. Mazda Austria GmbH supplies Mazda vehicles to Lietz dealerships. Models sold include Mazda CX-6e, Mazda MX-5, and Mazda Summer Deals promotions.
• Hyundai Import Gesellschaft m.b.H.coreOthersHyundai importer for Austria. Supplies Hyundai vehicles including INSTER and IONIQ 3. Hyundai INSTER won Alles Auto comparison test.
• BMW Austria GmbHminorOthersBMW Motorrad motorcycle supplier. BMW Austria provides motorcycles for the Lietz motorcycle division.
• DucatiExclusive Cars Vertriebs GmbHminorOthersDucati motorcycle importer for Austria. Supplies Ducati motorcycles to Lietz.
• Yamaha Motor Europe N.V.minorOthersYamaha motorcycle and powersports importer for Austria.
• Piaggio & C. S.p.A.minorOthersItalian scooter and motorcycle manufacturer (Vespa, Piaggio brands).
• Focus Rad Derby Cycle Werke GmbHminorOthersGerman bicycle manufacturer supplying Focus brand bicycles to Lietz.
• Simplon Fahrrad GmbHminorOthersAustrian bicycle manufacturer supplying Simplon brand bicycles to Lietz.
• Cannondale Wheelsports Dressler e.K.minorOthersCannondale bicycle distributor for German-speaking markets.
• Lappierre SASminorOthersFrench bicycle manufacturer supplying Lapierre brand bicycles to Lietz.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Auto Eder GmbH: Family-run multi-brand automotive dealer group in the German-Austrian border region. Comparable to Lietz on multi-brand premium franchise representation and combined sales/service offering.
• Denzel Group: Long-standing Austrian multi-brand automotive retail group with broad OEM representation across passenger cars. Closely comparable to Lietz in scale, geography, and multi-brand franchise model.
• Pappas Group: Austrian family-owned multi-brand automotive and motorcycle dealership group representing premium OEMs (BMW, Mercedes-Benz, etc.). Directly comparable to Lietz on multi-brand, multi-location Austrian retail with full sales/service operations.

Broad incumbents

• Group 1 Automotive: Large US/UK multi-brand automotive retailer with new- and used-vehicle sales plus service operations. Comparable to Lietz on full-stack retail/service model, though primarily operating in the US/UK markets.
• Decathlon: Global sporting goods retailer with a major bicycle category and a strong presence in Austria. Comparable to Lietz on the bicycle retail side via broad multi-brand assortment, though Decathlon's model spans all sporting goods categories.
• AVAG Holding SE: German multi-brand automotive retail holding company operating a large dealership network. Comparable to Lietz in multi-brand, multi-location model with workshop/service integration in the DACH region.
• Emil Frey Group: Swiss-headquartered, family-controlled European automotive retail and distribution group. Comparable to Lietz as a multi-brand dealer group with full sales/service operations across multiple geographies.
• Inchcape plc: Global automotive distribution and retail group with operations across multiple markets. Comparable to Lietz as a multi-brand automotive retailer, though far larger and operating across geographies outside Austria.
• Hedin Mobility Group: Large European multi-brand automotive retailer with dealership operations across several countries. Comparable to Lietz as a multi-brand dealer network but operates at significantly greater scale and geographic breadth.

Emerging players

• Radshop Online (bicycle specialist peer): Online-focused European bicycle retailer. Comparable to Lietz's Lietz Radshop bicycle retail line in product category (Focus, Cannondale, etc.) but competing via an online-only model with broader geographic reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LietzDrive

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 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 Lietz