Classic Oil
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.
- Company typePrivate
- Founded1884
- HeadquartersHoya, Germany
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
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.
Classic Oil firmographics
Firmographics- 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
Classic Oil industry classification
Industry- 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
Where Classic Oil is headquartered
LocationHeadquarters
- HQ city
- Hoya
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
Classic Oil business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- 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.
- 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.
- 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.
- Station Partner Franchise: Agency business model where station partners operate independently under CLASSIC brand, with company providing fuels, brand, training, and support services.
- 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
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | CLASSIC Gift Vouchers available in fixed denominations |
| Transaction based/ take rate | Pay-as-you-go | CLASSIC Card Standard vs Comfort |
| Transaction based/ take rate | Pay-as-you-go | Roadrunner Card multiple card profiles |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Classic Oil product offering
Product offeringCore 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
Companies that use Classic Oil
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles5 records
Classic Oil technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Classic Oil partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- FUCHS LUBRICANTS GERMANY GmbHcoreAuthorized North Germany partner for FUCHS LUBRICANTS GERMANY GmbH, distributing their lubricant products in the northern German market.
- PETRONAScoreOnly authorized company to sell PETRONAS brand in the German market, with filling license for original PETRONAS products.
- TOTAL SchmierstoffecoreBrand partner for TOTAL mineral oil company's lubricant products, delivering proven TOTAL quality products.
- PETRO-CANADAminorSource for H1 food-grade lubricants and special products. Petro-Canada is the only global manufacturer with 99.9% pure base oil.
- ADDINOLminorHigh-performance lubricants from ADDINOL for industry and automotive, Made in Germany.
- BASF GLYSANTINcoreCo-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 InternationalcoreAll food-grade lubricants (H1) are NSF H1 certified for food and pharmaceutical industry applications.
- DEKRAcoreQuality assurance partner for product testing and ISO 9001 certification. Also tests and approves special products like windshield frost protection.
- AVISTA OILminorPartnership for responsible waste oil disposal supporting environmental friendliness and sustainability.
- ValvolineminorBrand partner for Valvoline lubricant products.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Classic Oil competitors and assessment
Company assessmentBroad 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
Classic Oil social profiles
Digital presenceClassic Oil compliance and trust
Trust signalCompliance5 records
Classic Oil financial estimates
Financial estimateRevenue estimate
Valuation estimate
Classic Oil leadership team
Management profileNumber of profiles
Profiles7 records
Classic Oil subsidiaries and ownership
Company hierarchySubsidiaries10 records
Classic Oil funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Classic Oil M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Classic Oil
What does Classic Oil do?
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.
Is Classic Oil a public or private company?
Classic Oil is a private company. It is classified as family owned and is currently operating.
When was Classic Oil founded?
Classic Oil was founded in 1884. It employs 101 to 250 people.
Where is Classic Oil based?
Classic Oil is headquartered in Hoya, Germany, in the Europe region.
How does Classic Oil make money?
Five revenue lines are on record. Fuel Sales are the primary driver. The others are lubricant Sales, fleet Cards (CLASSIC Card, Roadrunner Card), station Partner Franchise and gift Vouchers.
Who are Classic Oil's main competitors?
Broad incumbents on record are BayWa AG, FUCHS PETROLUB SE, Aral AG (BP) and TotalEnergies Deutschland GmbH. Direct peers are Westfalen AG, team energie GmbH & Co. KG, HEM Mineralöl GmbH, AVIA AG and OIL! Tankstellen GmbH. Liqui Moly GmbH is listed as an emerging player.
Does Classic Oil have an API?
No public API is recorded for Classic Oil.
What industry is Classic Oil in?
Classic Oil's product category is Fuel Retail & Industrial Lubricants. Its primary akta.pro industry code is EUALAJAC, Lubricant Formulation & Blending (Finished Lubricants), with a secondary code of EUALAIAI, Alternative Transportation Fuels Retail (EV Charging, Hydrogen, CNG/LNG, Biofuels Blends). Its NAICS code is 324191 and its SIC code is 5500.