BARTH Group

What BARTH Group does

BARTH Group is a privately held Czech automotive and mobility services conglomerate founded in 1994 and headquartered in Pardubice. The legal entity is Autocentrum BARTH a.s. (IČO: 252 78 924), a joint-stock company registered at the Regional Court in Hradec Králové. The group operates across the Pardubický and Královéhradecký kraj regions, employing 230+ people and generating annual revenue exceeding 3 billion CZK (excluding VAT).

The core business is authorized multi-brand vehicle sales and service through Autocentrum BARTH, covering 12 automotive brands (Volkswagen, Škoda, Audi, SEAT, CUPRA, Kia, BYD, Peugeot, Opel, Citroën, MG, and FIAT) with approximately 7,000 vehicles sold annually and 70+ service bays. A parallel Motocentrum BARTH division serves as authorized dealer for nine motorcycle and scooter brands (BMW Motorrad, Ducati, Yamaha, CFMOTO, GOES, Aprilia, Moto Guzzi, Vespa, and Piaggio). The group has expanded into adjacent mobility and lifestyle verticals: BARTH Operák (operational leasing), BARTH Rent (car rental with 200+ vehicles), Motopůjčovna (motorcycle rental), BARTH Caravan (premium RV rental), BARTH Holiday (mountain apartment rentals), BARTH E-SHOP (parts and accessories e-commerce), and BARTH GO (online vehicle sales platform with home delivery). An internal advertising agency, BARTH Reklamka, holds ISO 9001:2008 certification and serves both the group and external clients. A racing subsidiary, BARTH Racing, has competed in the Dakar Rally.

Revenue mechanics span one-time transactions (vehicle and parts sales), recurring subscriptions (operational leasing, holiday rentals), transaction fees (rental services), and professional services (advertising). The go-to-market is sales-led and regional, combining physical showrooms in Pardubice (Dubina and Hradecká) and Hradec Králové (Bratří Štefanů and Brněnská) with online sales channels. Customer segments include individual vehicle buyers, business fleet operators, motorcycle enthusiasts, and travel/recreation customers. The company has held the Golden Needle (Zlatá jehlice) award from Volkswagen Group, the highest recognition for authorized dealers in the Czech Republic.

Name

BARTH Group

Legal name

Autocentrum BARTH a.s.

Website

https://barth.cz

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

101–250 employees

Short description

BARTH Group is a privately held Czech automotive and mobility conglomerate operating authorized dealerships for 12 car and 9 motorcycle brands across the Pardubice and Hradec Králové regions, with adjacent operational leasing, car/RV rentals, advertising, and tourism services, generating over 3 billion CZK in annual revenue.

Ownership category

akta.pro rank

Product category

Automotive Retail and Mobility Services

NAICS

Motor Vehicle and Parts Dealers (441), Other Motor Vehicle Dealers (4412)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Subscription Fleet Operations & Remarketing Providers (THADACAN)

Keywords

• Automotive retail services
• Authorized vehicle dealership
• Operational leasing services
• Vehicle rental services
• Motorcycle sales service

Headquarters

HQ city

Pardubice

HQ country

Czechia

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Automobile Sales and Service: New vehicle sales (7,000+ annually), certified pre-owned vehicles (Škoda Plus, Das Welt Auto), complete service/repair operations with 70+ service bays, tire replacement/storage, glass replacement, emissions testing, body shop and paint services, towing, and genuine parts sales.
2. Motorcycle Sales and Service: New motorcycle and scooter sales (BMW Motorrad, Ducati, Yamaha, CFMOTO, GOES, Aprilia, Moto Guzzi, Vespa, Piaggio), used motorcycle buying/selling, full service capabilities, tire changes/balancing, and parts/accessories.
3. Operational Leasing (Operák): Operative leasing for legal entities and individuals with wide vehicle selection. Monthly payments are tax-deductible business expenses with additional fleet discounts available.
4. Rental Services: Car rental (200+ vehicles), motorcycle rental, premium RV/caravan rental, and pre-delivery vehicle rental for customers awaiting new vehicle delivery.
5. E-Commerce (E-SHOP): Online sales of auto parts, motorcycle parts, lifestyle goods, apparel, accessories, and cycling/electric bicycle products.
6. Advertising Services (Reklamka): Full-service advertising agency with outdoor advertising (billboards, city-light vitrines, MHD vehicle advertising), printing, promotional textiles, POS materials, events, sports marketing, radio advertising, direct mailing, graphic design, online marketing, corporate identity, and merchandising.
7. Holiday Accommodations: Premium apartment rentals in mountain locations (Špindlerův Mlýn, Pec pod Sněžkou, Harrachov, Dolní Morava, Říčky v Orlických horách) with unique wooden interior design and luxury amenities.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

BARTH Group runs multi-brand authorized vehicle dealerships (Autocentrum BARTH covering twelve passenger-car marques and Motocentrum BARTH covering motorcycles) and complements these with operational leasing (BARTH Operák), vehicle/motorcycle/RV rentals, an advertising agency (BARTH Reklamka), holiday accommodations (BARTH Holiday), and online sales channels (BARTH E-SHOP and BARTH GO). The group has operated since 1994 and employs more than 230 people across the holding.

Product overview

BARTH Group is a diversified automotive and mobility services company operating as a collection of related brands under unified ownership. The core offerings include Autocentrum BARTH (authorized multi-brand car dealership and service), BARTH Operák (operational leasing), BARTH GO (online car purchasing platform), Motocentrum BARTH (motorcycle dealership and service), Motopůjčovna (motorcycle rentals), BARTH Caravan (RV rentals), BARTH Rent (car rentals), BARTH Holiday (premium apartment rentals), BARTH E-SHOP (parts and accessories e-commerce), and BARTH Reklamka (advertising agency). The group serves primarily the Pardubice and Hradec Králové regions of Czech Republic, employing over 230 people and generating annual revenue exceeding 3 billion CZK since 1994.

Differentiator

Problem solved

Functional benefit

Products and services

• Autocentrum BARTH

Named customers1 record

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Volkswagen Group (VW, Škoda, Audi, SEAT, CUPRA)coreChannel Partner/ Reseller/ Distributor · 1 January 1994Long-standing authorized dealer and service partner for multiple Volkswagen Group brands including Volkswagen, Škoda, Audi, SEAT, and CUPRA. Holds highest recognition (Golden Needle award) from the group.
• Kia, BYD, Peugeot, Opel, Citroën, MG, FIATcoreChannel Partner/ Reseller/ DistributorAuthorized dealer partnerships for additional automotive brands expanding market coverage across economy to premium segments.
• BMW Motorrad, Ducati, Yamaha, CFMOTO, GOES, Aprilia, Moto Guzzi, Vespa, PiaggiocoreChannel Partner/ Reseller/ DistributorAuthorized sales and service partner for nine motorcycle and scooter brands covering premium European and Asian manufacturers.
• Carado, Bravia, Adria, Volkswagen (RV brands)minorChannel Partner/ Reseller/ DistributorSupplier partnerships for premium recreational vehicle rental fleet including motorized RVs and trailers.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Louda Auto: Czech multi-brand authorized dealer group with parallel VW Group, Hyundai, Ford and other franchises and operational leasing services — directly comparable multi-brand dealer + leasing footprint to BARTH.
• Auto Palace (Aures Holdings / Inchcape JV): Czech Republic retail group operating multi-brand car dealerships including Toyota, Opel, Kia, Hyundai and others — directly comparable authorized multi-brand dealer network model to BARTH.
• Auto Kelly (formerly Auto In): Czech multi-brand car dealer and authorized service network offering servicing for multiple OEMs — comparable authorized multi-brand service and dealer footprint to BARTH Autocentrum.
• Mototechna (SAGA Group): Czech used-car and multi-brand automotive retailer under SAGA Group — comparable multi-brand automotive retail positioning overlapping BARTH's certified used and multi-brand new vehicle programs.
• Renocar: Authorized dealer for premium brands including BMW, MINI and Volvo in Czech Republic with integrated service and fleet offerings — comparable premium-brand authorized dealer to BARTH's Autocentrum/Motocentrum.
• AAA AUTO Group: One of the largest used-car retail networks in Central Europe, headquartered in Czech Republic with multi-brand used-vehicle operations — comparable multi-brand automotive retail scale to BARTH's CPO business (Škoda Plus, Das Welt Auto).

Broad incumbents

• LeasePlan (now Ayvens): One of the world's largest operational leasing companies, active in Czech Republic — competes head-to-head with BARTH Operák on corporate fleet leasing.
• ALD Automotive (Société Générale): Global operational leasing and fleet management provider operating a Czech subsidiary; directly comparable to BARTH Operák's operational leasing offering though broader geographic and capital scale.
• Sixt SE: European car rental, operational leasing and subscription provider with Czech operations — directly comparable to BARTH Rent (cars) and BARTH Operák (subscription/leasing).
• Europcar (now ALD's retail brand): Major car rental operator active in Czech Republic with consumer and corporate rental offerings — comparable to BARTH Rent's customer and corporate car rental book.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC0tTAJKndSulslCJPqT_A5Q
• Instagraminstagram.com/barthcompany

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries12 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 BARTH Group