Autohaus Frohlich

What Autohaus Frohlich does

Autohaus Fröhlich GmbH is a family-owned automotive retail and aftersales business headquartered in Nürnberg, Germany. Founded in 1961 by Heinz and Katharina Fröhlich as a small workshop on Schieferstrasse, it has grown to four locations across Nürnberg (Ostendstraße headquarters and Gustav-Adolf-Straße commercial vehicle center), Fürth (Erlanger Straße), and Amberg (Drahthammerstraße, acquired in October 2018 from Autohaus Hebeisen). The company is the exclusive Peugeot new-vehicle distribution partner for the Nürnberg/Fürth metropolitan area and has been a Mitsubishi Motors dealer since April 2016, also operating the Peugeot Professional commercial vehicle franchise (Partner, Expert, Boxer) with conversion partnerships to Bott, Sortimo, Henschel Engineering, Rapid Leichtbau, and Karosseriebau Henke.

The product surface spans new vehicles (Peugeot passenger and LCV, Mitsubishi), used vehicles (~100+ units listed), demonstration vehicles, and a full aftersales stack: fixed-price maintenance (including PEUGEOT 5plus Service), repair work, vehicle inspection (HU/AU), tire services with seasonal storage, glass repair, a certified Citroën/Peugeot body shop with 24-hour towing, and Peugeot Assistance roadside support. Financing and leasing are intermediated through Stellantis Bank and MKG-Bank, and customer retention is supported by the my-fröhlich loyalty card (1 point per workshop euro). Online channels include a vehicle search and appointment-booking website plus Facebook and Instagram presence.

The business is run by ~85 employees (including ~15 in commercial and technical training), led by Managing Director Peter Fröhlich with family member Christine Fröhlich-Müller as authorised signatory. Revenue is generated from four streams: new and used vehicle sales (one-time), workshop service transactions (transaction fee), parts and accessories (one-time), and finance/lease intermediation (transaction fee). The firm is privately held with no parent company, no outside investment, and no disclosed financial figures.

Name

Autohaus Frohlich

Legal name

Autohaus Fröhlich GmbH

Website

https://autohaus-froehlich.de

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

11–50 employees

Short description

Autohaus Fröhlich is a family-owned car dealership group operating four locations in Nürnberg, Fürth, and Amberg, selling new Peugeot and Mitsubishi vehicles alongside used cars, commercial vehicles, and full aftersales services for private and business customers.

Ownership category

akta.pro rank

Product category

Automotive Dealership Services

NAICS

Motor Vehicle and Parts Dealers (441), Used Car Dealers (44112)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Automotive Parts & Mobility Recommerce (Parts, Accessories, Bikes/Scooters) (CRAFAGAI)

akta.pro secondary industry

Auto & Vehicle Loan Brokerage (FSAEAEAK)

Keywords

• Automobile dealership
• New vehicle sales
• Used vehicle sales
• Vehicle maintenance services
• Commercial vehicle sales

Headquarters

HQ city

Nuremberg

HQ country

Germany

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations

Revenue model

1. Vehicle Sales: New vehicle sales (Peugeot and Mitsubishi) as official franchise dealers; used vehicle sales across multiple brands; commercial/fleet vehicle sales including Peugeot Professional light commercial vehicles
2. Service and Maintenance: Workshop services including maintenance, repairs, vehicle inspections (HU/AU), tire services, glass repair, and bodywork. Offers fixed-price maintenance packages and PEUGEOT 5plus Service.
3. Parts and Accessories: Sale of original spare parts and accessories for Peugeot and Mitsubishi vehicles.
4. Financing Services: Vehicle financing and leasing through Stellantis Bank and MKG-Bank, with offerings including installment financing and leasing options without down payment.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Autohaus Fröhlich is a family-owned automotive dealership group operating four locations in Nuremberg, Fürth, and Amberg that sells new Peugeot and Mitsubishi passenger and commercial vehicles, used vehicles, and demonstration vehicles, alongside comprehensive after-sales services including maintenance, repairs, vehicle inspections (HU/AU), tire services, glass repair, bodywork, vehicle conversions, financing/leasing, and roadside assistance.

Product overview

Autohaus Fröhlich is a family-owned automotive dealership operating four locations in Nürnberg, Fürth, and Amberg since 1961. The company offers a comprehensive automotive portfolio centered on Peugeot and Mitsubishi new vehicles, complemented by used cars, commercial vehicles under Peugeot Professional, and vehicle conversion services. Service offerings include maintenance, repairs, body work, tire services, glass repair, and inspections. The company provides digital services including online appointment booking and financing options through banking partners, along with the my-fröhlich loyalty program. Peugeot Professional specializes in commercial vehicles with conversion partnerships. The company employs approximately 85 employees and is among the largest new vehicle partners in the nationwide Peugeot organization.

Differentiator

Problem solved

Functional benefit

Brands

• Peugeot Professional: Commercial vehicle division specializing in Peugeot light commercial vehicles (Partner, Expert, Boxer) for business customers, including fleet services and conversions.

Products and services

• Peugeot New Vehicles (Peugeot Neuwagen)

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

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.

• Mitsubishi Motors DeutschlandcoreChannel Partner/ Reseller/ Distributor · 1 January 2016Official Mitsubishi dealer partnership established in April 2016. Mitsubishi vehicles (Colt, ASX, Eclipse Cross, Outlander PHEV) sold and serviced at Ostendstr. location.
• Bott FahrzeugeinrichtungenminorStrategic or Co-development PartnerVehicle equipment specialist for commercial vehicle conversions. Bott produces vehicle racking systems and equipment for Tradesmen and commercial vehicles. Partnership enables customized commercial vehicle solutions for business customers.
• Sortimo FahrzeugeinrichtungenminorStrategic or Co-development PartnerVehicle equipment manufacturer specializing in commercial vehicle interior systems and organization solutions. Partnership provides customized conversion options for Peugeot commercial vehicles.
• Henschel EngineeringminorStrategic or Co-development PartnerEngineering specialist for vehicle conversions and modifications. Partnership enables specialized commercial vehicle conversions.
• Rapid LeichtbauminorStrategic or Co-development PartnerLightweight construction specialist for commercial vehicle applications. Partnership enables lightweight conversion solutions for commercial fleets.
• Karosseriebau HenkeminorStrategic or Co-development PartnerLocal bodywork specialist based in Nuremberg. Partnership provides bodywork conversion services for commercial vehicles.
• Peugeot (Stellantis Group)coreChannel Partner/ Reseller/ DistributorOfficial franchise dealer for Peugeot brand vehicles. Exclusive new vehicle distribution for the Nuremberg metropolitan area. Operates as Peugeot Center with dedicated sales and service facilities.

Scale indicators5 records

Recent moves12 records

Expansion highlights6 records

Broad incumbents

• Hahn Gruppe: German automotive dealer group with multiple locations in southern Germany. Comparable as a multi-OEM franchise dealer with full sales, service and parts operations, often competing in the same regional catchments.
• Senger Gruppe: One of the largest privately owned automotive dealer groups in Germany, operating multiple OEM franchises (including Stellantis brands) across many locations. Directly comparable as a multi-brand, multi-location German franchise dealer at greater scale.
• AVAG Holding: German automotive dealer group operating numerous franchises across southern Germany including Stellantis brands. Comparable as a regional multi-brand franchise dealer with similar service and commercial vehicle offerings.
• Emil Frey Group: Major European automotive retail group with a substantial German dealer network covering multiple OEM franchises, including Stellantis brands. Comparable as a large multi-brand franchise dealer operating in overlapping geographies.

Emerging players

• Mobile.de: Germany's largest online vehicle marketplace, enabling consumers to bypass traditional dealerships for new and especially used vehicles. Not a direct competitor on service but increasingly disintermediates dealer new/used car sales and showroom traffic.
• AutoScout24: Major European online vehicle marketplace. Represents an alternative channel for new/used vehicle discovery and purchase, increasingly competing with traditional dealers for the customer relationship.

Direct peers

• Beresa GmbH & Co. KG: German automotive dealer group holding Stellantis franchises (including Peugeot) across multiple locations. Directly comparable as a multi-location Peugeot franchise dealer offering new/used vehicle sales, service, and parts.
• Auto Thomas GmbH: Long-established Peugeot franchise dealer in Germany with multiple locations. Comparable as a family-style Peugeot dealer with comparable service and commercial vehicle offerings.
• PSA Retail Deutschland (Stellantis Retail): Stellantis's own corporate retail arm operating Peugeot (and other Stellantis) brand stores directly in Germany. Direct competitor as it represents the same OEM brands and competes for the same customers, with the strategic advantage of being an OEM-controlled network.
• Drexl + Ziegler: Independent German automotive dealer with multiple Stellantis franchise locations in Bavaria. Comparable as a regional multi-brand franchise dealer in the same broader geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookautohaus-froehlich.de/externer-link
• Instagramautohaus-froehlich.de/externer-link

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Frohlich