12Neuwagen

What 12Neuwagen does

12Neuwagen.de is a German online automotive marketplace aggregator operated by Autoplenum GmbH, a private limited company headquartered in Simmelsdorf, Bavaria, with business management based in Munich. The platform aggregates new car purchase offers, leasing deals, and Auto Abo (car subscription) listings from multiple partner providers — including LeasingMarkt.de, Carwow, Null Leasing, BMW Leasing, and mobile.de Leasing — into a single comparison interface covering 60+ automotive brands. It does not hold inventory or directly sell vehicles; instead, customers are redirected to the relevant partner to complete the transaction. Underlying the platform is a standard web-based content and listings architecture with SEO-optimized brand and model pages, an advanced parameter-based search, a Top Deals feature for highlighted offers, and an editorial "Neuwagen Ratgeber" section; no proprietary technology, AI/ML capability, mobile application, or public API is disclosed. Customer acquisition is driven by a recurring paid TV presence on ProSiebenSat.1 (with "bekannt aus dem TV" branding on the site), extensive organic search coverage, and cross-promotion with Autoplenum's sister portals autoplenum.de and 12Gebrauchtwagen.de.

The platform serves two principal segments: individual German consumers (Privatkunden) seeking affordable new cars through purchase, leasing, or subscription, and business customers (Gewerbekunden) requiring fleet and employee leasing solutions. Its revenue model is affiliate/referral based — when a user clicks through to a partner provider, 12Neuwagen earns a commission per redirected inquiry. Pricing on the platform is set entirely by the partners (e.g., VW T-Roc from €105.91/month, Peugeot 208 from €99/month, Jeep Grand Cherokee up to ~€843/month, vehicles from under €10,000 to premium tiers), and the company does not directly invoice customers. The business is privately held, with no disclosed funding rounds, parent company, or external institutional investors; leadership consists of Managing Director Alexander Mautner (Geschäftsführer of Autoplenum GmbH). All operations are confined to Germany.

Name

12Neuwagen

Legal name

Autoplenum GmbH

Website

https://12neuwagen.de

Company type

Private

Operating status

Operating

Short description

12Neuwagen.de, operated by Autoplenum GmbH, is a German online automotive marketplace that aggregates new car purchase, leasing, and Auto Abo offers from multiple partner dealers for German consumers and businesses.

Ownership category

akta.pro rank

Product category

Automotive Marketplace

NAICS

Passenger Car Leasing (532112), Automotive Equipment Rental and Leasing (5321)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro industry

PRIMARYFSAKADAC

Leasing & Lease Buyout Financing

Financial & Insurance/Lending & Consumer Finance/Auto Lending & Vehicle Finance

SECONDARYCRAFAKAE

Automotive Vehicles & Parts C2C

Consumer Products & Retail/E-commerce & Marketplaces/Consumer-to-Consumer (C2C) Marketplaces

Keywords

• Car leasing marketplace
• New car aggregator
• Auto subscription platform
• Automotive lead generation
• Vehicle comparison portal

Headquarters

HQ city

Simmelsdorf

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Marketing or Sales, Technology or R&D, Personnel, Operations

Revenue model

1. Lead generation / referral fees: 12Neuwagen generates revenue by directing customer inquiries to partner dealers and leasing providers. When users click on vehicle listings and are redirected to providers like LeasingMarkt.de, Carwow, Null Leasing, BMW Leasing, or mobile.de Leasing, the company earns a referral fee or affiliate commission.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

12Neuwagen.de is a German online platform that aggregates new car purchase, leasing, and Auto Abo (car subscription) offers from multiple partner dealers and leasing providers. Users search, filter, and compare offers across 60+ brands and dozens of models, then are redirected to partner providers (LeasingMarkt.de, Carwow, Null Leasing, BMW Leasing, mobile.de Leasing) to complete the transaction. The platform earns affiliate/referral commissions on these redirected leads.

Product overview

12Neuwagen.de is a German online car leasing and purchase aggregation platform that connects users with new vehicle offers from partner dealers and leasing providers. The platform operates as a unified portal offering three main service types: Neuwagen kaufen (new car purchase), Leasing (leasing), and Auto Abo (car subscription). Users can browse vehicles across numerous brands and models, compare offers with detailed filtering options, access Top Deals with highlighted discounts, and consult the Neuwagen Ratgeber (new car guide) for educational content. The platform aggregates listings from providers including LeasingMarkt.de, Carwow, FINN, mobile.de Leasing, and Null Leasing, displaying real-time offers with pricing, specifications, and contract terms. The core value proposition is enabling consumers to find discounted new cars by setting targeted filters and receiving daily updated vehicle listings.

Differentiator

Problem solved

Functional benefit

Products and services

• 12Neuwagen.de Leasing Portal A German online platform that aggregates and displays new car leasing, purchase, and subscription (Auto Abo) offers from multiple partner dealers and leasing providers, enabling consumers and businesses to search, filter, and compare offers across 60+ brands.
• Top Deals Featured leasing deals with discounted rates, highlighted as the platform's best offers for new car leasing and subscription.
• Fahrzeug verkaufen (Vehicle Selling Service) A vehicle selling service that connects users with a partner platform (Carwow) to sell their current vehicles, enabling trade-in alongside a new car purchase.
• Detailed Search with Filters Advanced search functionality allowing users to filter new car listings by monthly rate, down payment, contract duration, annual mileage, leasing factor, vehicle type, fuel type, color, transmission, and provider.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Autoplenum GmbHcoreOthersAutoplenum GmbH is the parent company and operator of 12Neuwagen.de. The platform is a service of Autoplenum GmbH, which also runs autoplenum.de (automotive portal) and 12Gebrauchtwagen.de (used car site). 12Neuwagen operates under the Autoplenum corporate umbrella and shares branding, infrastructure, and customer service resources.
• LeasingMarkt.decoreChannel Partner/ Reseller/ DistributorLeasingMarkt.de is one of the primary partner providers on 12Neuwagen.de, supplying a large volume of leasing offers displayed on the platform. The partnership involves affiliate/referral links where 12Neuwagen directs customers to LeasingMarkt.de for contract fulfillment, earning a commission per lead.
• CarwowcoreChannel Partner/ Reseller/ DistributorCarwow is a partner leasing provider on 12Neuwagen.de, contributing new car and leasing listings to the platform. Customer inquiries from Carwow listings on 12Neuwagen are redirected to Carwow for deal completion.
• Null LeasingminorChannel Partner/ Reseller/ DistributorNull Leasing is a partner provider supplying leasing offers displayed on 12Neuwagen.de. Customers clicking Null Leasing listings are redirected to complete transactions on Null Leasing's platform.
• mobile.de LeasingminorChannel Partner/ Reseller/ Distributormobile.de Leasing is a partner leasing provider integrated into 12Neuwagen.de, contributing leasing offers to the platform's marketplace.
• BMW LeasingminorChannel Partner/ Reseller/ DistributorBMW Leasing is a partner leasing provider on 12Neuwagen.de offering BMW brand-specific leasing deals through the platform.
• ProSiebenSat.1coreGTM or Marketing PartnerProSiebenSat.1 is a major German TV media company that airs commercial spots for 12Neuwagen.de. The platform prominently features 'bekannt aus dem TV' (known from TV) branding with ProSiebenSat.1 logos across its website, indicating a significant paid media advertising partnership for brand awareness and customer acquisition.

Scale indicators1 record

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• AutoScout24: Europe's largest online car marketplace, with a strong German presence covering new, used, and lease listings. Serves the same buyer and seller audience as 12Neuwagen but at significantly greater scale and brand recognition.
• Sixt Leasing: A major German leasing and fleet management company (part of the Sixt Group). Offers a broader range of business leasing and full-service fleet solutions, overlapping with the B2B (Gewerbe) half of 12Neuwagen's audience.
• mobile.de: Germany's largest online automotive marketplace (owned by Adevinta/eBay) for new and used vehicles, including a dedicated leasing section. 12Neuwagen directly competes with mobile.de's leasing offerings while operating as a much smaller, more focused aggregator.
• Volkswagen Financial Services: The captive finance and leasing arm of Volkswagen AG, offering direct leasing and subscription products. Represents the OEM-side threat to 12Neuwagen's aggregator model by enabling direct-to-consumer digital leasing.

Emerging players

• FINN: A German car subscription platform offering flexible Auto Abo on new cars. 12Neuwagen surfaces FINN listings as a partner provider, and both target the same shift from ownership to flexible vehicle access in Germany.
• Heycar: A German online marketplace for new and used cars backed by Volkswagen Financial Services. Competes with 12Neuwagen in the online new car discovery and leasing comparison use case.

Direct peers

• LeasingMarkt.de: One of Germany's largest leasing comparison platforms, aggregating offers from multiple leasing providers. 12Neuwagen redirects to LeasingMarkt.de for fulfillment, and they serve the same private and business leasing comparison use case.
• Carwow: A leading European car comparison and aggregator platform that enables users to configure vehicles and receive offers from dealers. 12Neuwagen lists Carwow offerings and routes users to Carwow for transactions, both serving the new car lease/purchase comparison use case.
• Null Leasing: A German leasing aggregator focused on discounted and zero-down leasing offers. 12Neuwagen integrates Null Leasing listings, and both serve German consumers seeking low-cost new car leasing.

Others

• Autoplenum.de: A German automotive content and comparison portal within the same Autoplenum GmbH group as 12Neuwagen. Sister site under the same parent company, sharing branding, infrastructure, and customer service resources.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/12Neuwagen
• Facebookfacebook.com/12neuwagen

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 12Neuwagen