Autohaus J. B. Lell

What Autohaus J. B. Lell does

Autohaus J. B. Lell is a family-owned, privately held BMW and MINI dealership group headquartered in Schwandorf, Bavaria. Founded in 1982 by Johann Baptist Lell as the youngest BMW dealer in Germany at the time, the group operates five locations across the Oberpfalz and Oberfranken regions (Schwandorf, Kümmersbruck, Weiden, Wunsiedel, plus a bodywork partner in Maxhütte-Haidhof) and employs over 250 staff. It is an authorised dealer for BMW, BMW i (electric vehicles), BMW M (high-performance), and MINI (since 2002), with the BMW i agency contract held at Weiden since December 2016.

Name

Autohaus J. B. Lell

Legal name

Autohaus J.B. Lell e.K.

Website

https://lell-bmw.de

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

1–10 employees

Short description

Autohaus J. B. Lell is a family-owned Bavarian BMW and MINI dealership group operating five locations across Oberpfalz and Oberfranken, selling new and certified pre-owned vehicles, providing aftersales service, parts, financing, and EV-related services to retail and fleet customers.

Ownership category

akta.pro rank

Product category

Automotive Retail Dealership

NAICS

Used Car Dealers (44112)

SIC

Services-Automotive Repair, Services & Parking (7500)

akta.pro industry

PRIMARYFSAJABAF

Garage Liability & Dealers (Auto Dealers, Repair Shops)

Financial & Insurance/Insurance — Motor, Property & Casualty/Commercial Auto & Fleet Insurance

SECONDARYFSAEAEAK

Auto & Vehicle Loan Brokerage

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Mortgage Brokerage & Loan Intermediation

Keywords

• BMW dealership services
• Automotive retail sales
• Vehicle maintenance and repair
• Certified pre-owned vehicles
• Automotive financing leasing

Headquarters

HQ city

Wunsiedel

HQ country

Germany

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New vehicle sales (BMW, BMW i, BMW M, MINI): Sale of new BMW, BMW i, BMW M, and MINI passenger vehicles to retail consumers, business customers, and fleet operators. Vehicles are sourced through BMW AG dealer agreements. Sales are conducted at physical dealership locations and through online vehicle search tools.
2. Used vehicle sales: Sale of approved pre-owned BMW and MINI vehicles under manufacturer CPO programmes (BMW Premium Selection, MINI Gebrauchtwagen NEXT), as well as young used cars, demo vehicles, and service loaner vehicles. Vehicles are sourced from customer trade-ins, leasing returns, and manufacturer programmes.
3. Aftersales service and repairs: Workshop services including maintenance, repairs, inspections (TÜV/HU/AU), accident repair (via Lackier- und Karosseriecenter partner), and recall campaign execution for BMW and MINI vehicles. Revenue is generated per service event or through prepaid service packages (BMW Service Inclusive, MINI Service Inclusive).
4. Parts and accessories retail: Sale of original BMW and MINI spare parts, lifestyle merchandise, and accessories through dedicated in-shop and online ordering. BMW Lifestyle and Zubehörshop as well as MINI Lifestyle shop are offered.
5. Financing and leasing: Vehicle financing and leasing products are arranged through BMW Bank GmbH, acting as a financial intermediary. The dealership earns commission on financed and leased vehicles. Products include BMW Bank leasing, BMW Select, and balloon financing.
6. BMW Premium Selection and MINI Gebrauchtwagen NEXT programmes: CPO programmes providing extended warranties (24 months), 360-degree vehicle inspections, and optional service packages bundled with used vehicle sales. Revenue includes the vehicle price as well as bundled or optional extended warranty and service package upsells.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Autohaus J. B. Lell is a multi-location BMW and MINI car dealership group in Bavaria, Germany, operating five physical locations. The company sells new BMW, BMW i, BMW M, and MINI vehicles; certified pre-owned vehicles under the BMW Premium Selection and MINI Gebrauchtwagen NEXT programmes; used vehicles; and provides aftersales workshop service, original parts and accessories, vehicle financing intermediated through BMW Bank, and BMW Charging infrastructure including wallbox home chargers and access to public charging points.

Product overview

Autohaus J. B. Lell is a multi-location BMW and MINI dealership group operating as a full-service automotive provider. The core product portfolio centers on new and used vehicle sales across four BMW brands (BMW, BMW i, BMW M, MINI) with five physical locations in Bavaria. The service ecosystem includes factory maintenance programs (BMW/MINI Service Inclusive), certified pre-owned vehicle programs (BMW Premium Selection, MINI Gebrauchtwagen NEXT), extended warranties (BMW Premium Selection Garantie, MINI Repair Inclusive), and a comprehensive BMW Charging infrastructure for electric vehicles including Wallbox, Flexible Fast Charger, and access to over 600,000 public charging points via BMW Charging Card. The dealership also provides business fleet services, driving school packages, THG-Quote CO2 bonus services, and employee benefits including Jobrad bicycle leasing and LELL Rente pension scheme. Vehicle connectivity is enabled through My BMW App and MINI App, while digital navigation relies on BMW Maps integration.

Differentiator

Problem solved

Functional benefit

Products and services

• New BMW, BMW i, BMW M and MINI Vehicle Sales
• BMW Premium Selection (Certified Pre-Owned)
• MINI Gebrauchtwagen NEXT (Certified Pre-Owned)
• BMW Junge Gebrauchte (Young Used Vehicles)
• BMW and MINI Aftersales Workshop Services
• Original BMW and MINI Parts and Accessories
• BMW Bank Financing and Leasing
• BMW Service Inclusive
• MINI Service Inclusive
• BMW Service 5+
• BMW Repair Inclusive
• MINI Repair Inclusive
• BMW Charging Solutions
• Business and Fleet Services
• THG-Quote CO2 Bonus Service

Quantifiable outcome

• 24-month CPO warranty on BMW Premium Selection and MINI Gebrauchtwagen NEXT vehicles
• +5 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• BMW i (BMW Group electric brand)coreStrategic or Co-development Partner · 1 December 2016LELL holds the BMW i agency contract at the Weiden location (since 01.12.2016), providing sales and service for BMW i electric vehicles. This expanded the portfolio to include electric mobility expertise, charging solutions, and government subsidy guidance.
• MINI (BMW Group brand)coreStrategic or Co-development Partner · 1 January 2002LELL has been an authorised MINI dealer since 2002. The MINI Schwandorf location includes a dedicated MINI Haus showroom. MINI Gebrauchtwagen NEXT CPO programme is offered.
• BMW AG (BMW and BMW M franchise)coreStrategic or Co-development Partner · 1 October 1982LELL has been an authorised BMW dealer since 1 October 1982, originally as Germany's youngest BMW dealer. The franchise covers new vehicle sales, aftersales service, and parts distribution. The BMW M sub-brand franchise adds high-performance vehicle sales and certified expertise.
• BMW Charging / IONITYcoreTechnology or IntegrationPart of BMW AG's electromobility ecosystem. LELL sells BMW Charging cards and provides guidance on public charging. IONITY provides HPC charging stations along European highways. LELL advises customers on BMW Charging and IONITY usage as part of EV sales.
• Lackier- und Karosseriecenter Maxhütte GmbHminorChannel Partner/ Reseller/ DistributorBodywork and paint partner for accident repair services. Located in Maxhütte-Haidhof, it serves as LELL's designated partner for body repairs and painting, providing complete accident management for BMW and MINI customers.
• mygreencashback.deminorGTM or Marketing PartnerTHG-quote partner. mygreencashback.de markets the Treibhausgasminderungsquote (THG quota) CO2 bonus to LELL's EV customers, handling the registration and claim process in exchange for a share of the bonus.

Scale indicators9 records

Recent moves19 records

Expansion highlights5 records

Direct peers

• Hahn Gruppe: Large multi-brand German automotive dealer group with a broad portfolio of premium and volume brands. Operates a network of full-service dealerships with similar sales-service-parts structure to LELL, though at materially larger scale.
• AVAG Holding: Major multi-brand automotive retailer group based in Augsburg, southern Germany, operating numerous full-service dealerships across Bavaria and beyond with new/used vehicle sales, service, and fleet programs. Comparable to LELL in geographic footprint and one-stop retail/service model.
• Tiemeyer Gruppe: Established multi-brand automotive dealer group in western Germany operating a comparable mix of premium-franchise dealerships, service centres, and fleet offerings to LELL.
• Procar Automobile: Multi-brand German automotive retailer with locations across western Germany, offering new/used vehicle sales, service, and fleet solutions with similar operational profile to LELL.
• Emil Frey Deutschland: German arm of the pan-European Emil Frey automotive retail group, operating multi-brand dealerships across Germany with similar full-service sales/service operations as LELL, though at larger scale.
• BMW Niederlassungen (BMW Group Retail Germany): BMW AG's own directly-operated retail stores across Germany selling BMW, BMW i, BMW M, and MINI vehicles with manufacturer-employed sales and service staff. Direct same-brand comp to LELL with potential overlap in LELL's territory.
• Senger Gruppe: Large multi-brand German automotive dealer group headquartered in Rheine, operating multiple locations with sales, service, and fleet offerings across premium and volume brands. Comparable to LELL as a similarly structured multi-location premium-franchise dealer group in Germany.

Broad incumbents

• Beresa GmbH: Large Mercedes-Benz-focused dealer group in Germany offering premium-brand sales, service, and fleet services. Comparable in terms of premium-franchise dealer scale and structure though centred on Mercedes rather than BMW/MINI.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/autohaus-j.-b.-lell-gmbh

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries4 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 Autohaus J. B. Lell