Classic Oil

What Classic Oil does

Classic Oil (legal entity: Christian Lühmann GmbH) is a 140-year-old, family-owned fuel retail and lubricants company headquartered in Hoya, Lower Saxony, Germany. It operates a network of approximately 190 CLASSIC-branded gas stations across North, East, and Central Germany, distributing proprietary additivated fuels (Super E10, Super, Super Plus, Diesel, KlimaDiesel25, KlimaDiesel HVO100, AdBlue, LPG) and a comprehensive lubricants portfolio exceeding 100 products under proprietary brands including MEDUNA motor oils, KOLDA coolants, FENJA industrial greases, and ADRENALIN motorcycle products. The company generates revenue via transaction-based fuel wholesale margins through its agent-style station partner model, lubricant unit sales through station network and shop.classic-oil.de, fleet card transaction fees (CLASSIC Card and Roadrunner Card across ~2,000 acceptance points), and B2B industrial/agricultural lubricant and heating oil sales through subsidiaries BMV Energie (Saxony-Anhalt) and WEVAG (North Rhine-Westphalia).

The business serves four primary customer segments: independent gas station partners (entrepreneurial franchise-style operation), commercial fleet operators (cashless payment and cost control via fleet cards), industrial and agricultural buyers (lubricants, gas engine oils, AdBlue, oil monitoring for biogas plants), and individual consumers (fuel, shop, car wash, gifts at station level). The go-to-market combines direct B2B field sales via five regional managers, partner-channel station recruitment, and direct-to-consumer retail. Strategic positioning centers on a 140-year brand heritage, German-made quality (ISO 9001:2015 certified), proprietary additive technology, and an early-mover push into sustainable fuels and eFuels through dedicated subsidiaries Klima Kraftstoffe GmbH, eFuels Forum GmbH, eFuel GmbH, and DACMA GmbH, alongside co-branded partnerships with BASF GLYSANTIN and authorized distribution from FUCHS, PETRONAS, TOTAL, PETRO-CANADA, ADDINOL, and Valvoline.

Name

Classic Oil

Legal name

Christian Lühmann GmbH

Website

https://classic-oil.de

Company type

Private

Founded year

1884

Operating status

Operating

Headcount range

101–250 employees

Short description

Classic Oil (Christian Lühmann GmbH) is a 140-year-old family-owned German fuel retailer and lubricants manufacturer operating ~190 CLASSIC-branded gas stations, a 100+ product lubricant portfolio (MEDUNA, KOLDA, FENJA), sustainable fuels (KlimaDiesel HVO100), and fleet cards serving consumers, station partners, fleet operators, and industrial buyers.

Ownership category

akta.pro rank

Product category

Fuel Retail & Industrial Lubricants

NAICS

Petroleum Lubricating Oil and Grease Manufacturing (324191), Other Gasoline Stations (457120)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Lubricant Formulation & Blending (Finished Lubricants) (EUALAJAC)

akta.pro secondary industries

Alternative Transportation Fuels Retail (EV Charging, Hydrogen, CNG/LNG, Biofuels Blends) (EUALAIAI), Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB), Fuel Additives & Lubricant Additives (IMAEAMAL), Industrial Lubricants (Hydraulics, Gear, Compressor, Turbine, Metalworking) (EUALAJAG)

Keywords

• Branded fuel retail
• Industrial lubricants
• Fleet card services
• Sustainable diesel fuels
• Gas station network

Headquarters

HQ city

Hoya

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel Sales: Sale of branded fuels (Super E10, Super, Super Plus, Diesel, KlimaDiesel) through ~190 CLASSIC gas stations and partner stations. Agent business model with station partners.
2. Lubricant Sales: Sale of proprietary CLASSIC lubricant products (motor oils, gear oils, hydraulic oils, industrial oils, greases, coolant) through online shop, B2B sales, and station network.
3. Fleet Cards (CLASSIC Card, Roadrunner Card): Fleet management cards enabling cashless payment at stations for fuel, washes, shop items, and lubricants. Revenue from transaction fees and commercial customer accounts.
4. Station Partner Franchise: Agency business model where station partners operate independently under CLASSIC brand, with company providing fuels, brand, training, and support services.
5. Gift Vouchers: CLASSIC gift cards sold to business customers (minimum 10 cards, 500 EUR order) for employee motivation, customer rewards, and tax-free employee benefits.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Classic Oil operates approximately 190 CLASSIC-branded gas stations across Germany, selling full-additivated fuels (Super, Super E10, Super Plus, Diesel) alongside sustainable alternatives (KlimaDiesel25, KlimaDiesel HVO100, LPG, eFuels). The company also runs an industrial and automotive lubricants business under the MEDUNA and KOLDA brands, produces over 100 specialty lubricant products, and provides fleet card payment solutions (CLASSIC Card, Roadrunner Card) plus gift cards and car wash services.

Product overview

Classic Oil operates as part of the Lühmann Group, a family-owned energy company with over 140 years of history based in Lower Saxony, Germany. The company offers a diversified portfolio centered around approximately 190 CLASSIC-branded gas stations and a comprehensive lubricants business. The core offerings include branded fuels (CLASSIC Super, Super E10, Super Plus, Diesel) with full additive packages meeting DIN standards, sustainable fuel alternatives (KlimaDiesel25 with up to 25% CO2 reduction, KlimaDiesel HVO100 with up to 90% CO2 reduction), and a complete range of lubricants under the MEDUNA brand including engine oils, transmission fluids, hydraulic oils, and coolants. Supporting services include CLASSIC Card and Roadrunner Card fleet payment solutions, AdBlue, autogas/LPG, an online shop, CarSharing, eFuels initiatives, and the OILFOX tank monitoring system. The product ecosystem is designed for both retail customers at gas stations and commercial/industrial customers requiring lubricants and fuels, with operations spanning northern, eastern, and central Germany.

Differentiator

Problem solved

Functional benefit

Brands

• CLASSIC MEDUNA: Brand of motor oils and lubricants for vehicles including passenger cars, commercial vehicles, and motorcycles.
• CLASSIC KOLDA
• KlimaDiesel
• CLASSIC ADRENALIN
• BMV Energie
• WEVAG
• Roadrunner Card
• FENJA
• HM

Products and services

• CLASSIC Kraftstoffe (Branded Fuels)
• KlimaDiesel25

Quantifiable outcome

• Up to 25% CO2 reduction with KlimaDiesel25
• +3 more outcomes

Named customers4 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

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• FUCHS LUBRICANTS GERMANY GmbHcoreChannel Partner/ Reseller/ DistributorAuthorized North Germany partner for FUCHS LUBRICANTS GERMANY GmbH, distributing their lubricant products in the northern German market.
• PETRONAScoreChannel Partner/ Reseller/ DistributorOnly authorized company to sell PETRONAS brand in the German market, with filling license for original PETRONAS products.
• TOTAL SchmierstoffecoreChannel Partner/ Reseller/ DistributorBrand partner for TOTAL mineral oil company's lubricant products, delivering proven TOTAL quality products.
• PETRO-CANADAminorChannel Partner/ Reseller/ DistributorSource for H1 food-grade lubricants and special products. Petro-Canada is the only global manufacturer with 99.9% pure base oil.
• ADDINOLminorChannel Partner/ Reseller/ DistributorHigh-performance lubricants from ADDINOL for industry and automotive, Made in Germany.
• BASF GLYSANTINcoreStrategic or Co-development PartnerCo-branding partnership since 2010 with BASF. Three special coolant types in KOLDA program officially carry GLYSANTIN logo, using exclusively original BASF-GLYSANTIN in filling.
• NSF InternationalcoreOthersAll food-grade lubricants (H1) are NSF H1 certified for food and pharmaceutical industry applications.
• DEKRAcoreOthersQuality assurance partner for product testing and ISO 9001 certification. Also tests and approves special products like windshield frost protection.
• AVISTA OILminorStrategic or Co-development PartnerPartnership for responsible waste oil disposal supporting environmental friendliness and sustainability.
• ValvolineminorChannel Partner/ Reseller/ DistributorBrand partner for Valvoline lubricant products.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• BayWa AG: Large German diversified group with energy, agriculture and building materials businesses, including fuel/lubricant distribution and renewable energy. Overlaps with CLASSIC across fuel/lubricant distribution, biogas/agri customers (CLASSIC serves agricultural biogas plants) and the energy-transition thesis.
• FUCHS PETROLUB SE: Germany-headquartered global lubricants manufacturer (the largest independent lubricant company in the world). Comparable to CLASSIC's CLASSIC Schmierstoff subsidiary as a competing lubricants player; CLASSIC is also an authorised FUCHS distribution partner in North Germany, evidencing direct overlap.
• Aral AG (BP): Market-leading German branded fuel retailer with ~2,300 stations, majority owned by BP. Sets German retail fuel pricing and serves as the principal competitor to independent regional chains like CLASSIC across fuel volumes, lubricant sales and fleet cards.
• TotalEnergies Deutschland GmbH: German arm of TotalEnergies with branded fuel stations, lubricant offerings (TotalEnergies Lubricants - directly competes via CLASSIC's TOTAL distribution partnership) and alternative-fuel initiatives. Comparable as a major European fuel-and-lubricant incumbent operating in CLASSIC's geographies.

Direct peers

• Westfalen AG: German family-owned energy company operating a network of independent Westfalen-branded gas stations across North/West Germany plus industrial gases and lubricants businesses. Closest structural analogue to CLASSIC: regional, independent, multi-product (fuels + gases + lubricants) and family-controlled.
• team energie GmbH & Co. KG: Cooperative-style German fuel retailer operating a network of ~340 team-brand stations nationwide with regional managing companies. Comparable to CLASSIC's ~190-station agent/partner station model and B2B fleet-card offerings.
• HEM Mineralöl GmbH: German fuel retailer operating ~100+ HEM-branded stations plus a fleet card, lubricants and energy division. Directly comparable to CLASSIC's station-of-station scale, fleet card product, and multi-product (fuel + lubricant) offering.
• AVIA AG: German/European fuel distribution company (part of the Avia International network) supplying branded fuels and lubricants to independent retailers. Directly comparable to CLASSIC's jobber distribution model and lubricant product portfolio across German-speaking markets.
• OIL! Tankstellen GmbH: Independent German regional fuel retailer with a network of OIL! branded stations concentrated in southern/central Germany. Comparable to CLASSIC as a non-major regional station brand competing on price, additive packages and B2B fleet card services.

Emerging players

• Liqui Moly GmbH: German premium lubricant manufacturer focused on motor oils, additives and care products with strong OEM and retail-brand presence. Comparable to CLASSIC's MEDUNA and CARE LINE product lines as a competing branded-lubricant specialist in the German automotive aftermarket.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/classicoil
• LinkedInde.linkedin.com/company/luehmann-gruppe?trk=public_profile_experience-item_profile-section-card_image-click
• Instagraminstagram.com/classic_gruppe/?hl=de
• Xx.com/classic_lubes

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries10 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 Classic Oil