Sternauto Gruppe

What Sternauto Gruppe does

Sternauto Gruppe (legal entity Sternauto GmbH) is a private, multi-brand automotive retail and service group headquartered in Arnstadt, Germany, operating 22+ authorized dealership and service locations across six eastern German federal states (Berlin, Brandenburg, Mecklenburg-Vorpommern, Sachsen, Sachsen-Anhalt, and Thüringen) with a workforce of more than 1,600 employees. The group functions as an authorized dealer and service partner for a broad portfolio of OEMs including Mercedes-Benz and its AMG/Maybach sub-brands across passenger cars, vans, transporters, trucks, and motorhomes, plus Mercedes-Benz Trucks, smart, BYD, INEOS Grenadier, Fuso, Setra/Daimler Buses, and the full Hymer Group motorhome portfolio (Hymer, Eriba, Etrusco, Sunlight).

Revenue is generated across five interlocking streams: new vehicle sales (one-time transactional), used vehicle sales via the Mercedes-Benz Junge Sterne certified pre-owned programs, authorized service and maintenance (recurring parts and labor), vehicle rental through Mercedes-Benz Rent and CharterWay (usage-based), and financial services including leasing and financing arranged at point of sale. The company serves two primary customer segments — retail consumers purchasing personal or family vehicles, and business/fleet customers accessing the FlottenSterne fleet program and ServiceCare commercial maintenance packages. Distribution is exclusively through branded physical dealerships; the go-to-market motion is sales-led with showrooms, test drives, and in-person financing as the dominant conversion path.

The operating model is conventional multi-brand automotive retail rather than a technology platform: the disclosed technology footprint is limited to digital payment processing via bezahl.de and a customer login portal, with no proprietary software, data platforms, or AI capabilities disclosed. The company's competitive position rests on its authorized-franchise portfolio across premium and commercial brands, the geographic density of its eastern German footprint, and the integrated lifecycle revenue stream (sale → finance → service → parts → rental) anchored to each sold vehicle.

Name

Sternauto Gruppe

Legal name

Sternauto GmbH

Website

https://sternauto-gruppe.de

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Sternauto Gruppe is a private, multi-brand automotive dealership and service group operating 22+ authorized sales and service locations across six eastern German states, representing Mercedes-Benz, smart, BYD, INEOS, Fuso, Setra, and Hymer Group brands for retail and fleet customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Leipzig

HQ country

Germany

HQ region

Europe

Offices22 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new passenger vehicles, commercial vehicles, trucks, vans, and motorhomes across multiple brands including Mercedes-Benz, smart, BYD, INEOS, Fuso, Setra, Daimler Buses, and Hymer Group brands.
2. Used Vehicle Sales: Sales of pre-owned vehicles including Mercedes-Benz Junge Sterne certified used cars and Junge Sterne Transporter certified pre-owned commercial vehicles.
3. Service & Maintenance: Authorized service operations for all represented brands including repairs, inspections, warranty work, and original parts and accessories sales.
4. Vehicle Rental: Short and long-term vehicle rentals through Mercedes-Benz Rent (passenger and commercial vehicles) and CharterWay (trucks). Also motorhome rental services.
5. Financial Services: Financing options, leasing, and service packages offered alongside vehicle sales for both retail and business customers.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels1 record

Core offering

Sternauto Gruppe is a multi-brand automotive dealership group that sells new passenger cars, commercial vans, trucks, buses, and motorhomes from brands including Mercedes-Benz, smart, BYD, INEOS Grenadier, Hymer Group, Fuso, and Setra/Daimler Buses across 22+ locations in eastern Germany. It also operates certified pre-owned vehicle programs (Junge Sterne), authorized workshop services with original parts, vehicle rental (Mercedes-Benz Rent, CharterWay, motorhomes), and a business fleet program (FlottenSterne) alongside financing and leasing services.

Product overview

Sternauto Gruppe is a multi-brand automobile dealership group operating authorized sales and service centers across six German states (Berlin, Brandenburg, Mecklenburg-Vorpommern, Sachsen, Sachsen-Anhalt, and Thüringen). The company operates as a markenoffen (brand-open) dealer offering vehicles from Mercedes-Benz and its sub-brands (AMG, Maybach), Mercedes-Benz Trucks, Fuso, smart, BYD, INEOS Grenadier, and the Hymer Group (Hymer, Etrusco, Eriba, Sunlight). Their product portfolio spans new vehicles (PKW, vans, transporters, trucks, buses, motorhomes, caravans), certified pre-owned vehicles (Mercedes-Benz Junge Sterne program), and vehicle rental services (Mercedes-Benz Rent, CharterWay for trucks, motorhome rental). The company provides comprehensive after-sales services including PKW, Transporter, and Lkw maintenance programs, original parts and accessories, ServiceCare fleet management, and financial services. With over 1,600 employees across modern dealerships, Sternauto serves both retail customers and business fleet operators through their FlottenSterne program.

Differentiator

Problem solved

Functional benefit

Products and services

• Mercedes-Benz PKW (New Passenger Cars)
• Mercedes-Benz Vans and Transporter
• Mercedes-Benz Trucks
• Mercedes-Benz Wohnmobile (Motorhomes)
• Mercedes-AMG and Mercedes-Maybach
• smart (smart #1, #3, #5)
• BYD Vehicles
• INEOS Grenadier
• Fuso Commercial Vehicles
• Setra / Daimler Buses
• Hymer Group Motorhomes and Caravans
• Mercedes-Benz Junge Sterne (Certified Pre-Owned)
• Junge Sterne Transporter (Certified Pre-Owned Commercial)
• Mercedes-Benz Rent
• CharterWay Truck Rental
• Motorhome and Camper Rental
• PKW Service (Passenger Car Workshop)
• Transporter Service
• Lkw Service (Truck Workshop)
• FlottenSterne Fleet Management
• Finanzdienste (Financial Services)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• Mercedes-Benz (Daimler)coreChannel Partner/ Reseller/ DistributorAuthorized dealership for Mercedes-Benz passenger cars, vans, trucks, and buses. Also represents Mercedes-AMG and Mercedes-Maybach premium sub-brands. Provides new vehicle sales, service, and parts under the brand agreement.
• smartcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for smart vehicles including the smart #1, #3, and #5 models. Provides vehicle sales and service for the smart brand.
• BYDminorChannel Partner/ Reseller/ DistributorAuthorized dealer for BYD electric vehicles in the German market, expanding the electric vehicle portfolio alongside Mercedes-Benz EQ models.
• INEOS GrenadierminorChannel Partner/ Reseller/ DistributorAuthorized dealer for INEOS Grenadier off-road vehicles, representing the rugged off-road vehicle brand in their sales network.
• Hymer Group (Hymer, Eriba, Etrusco, Sunlight)coreChannel Partner/ Reseller/ DistributorAuthorized dealer for the complete Hymer Group portfolio including Hymer motorhomes, Eriba and Etrusco caravans and campervans, and Sunlight recreational vehicles. Also offers motorhome rental services.
• Fuso (Mitsubishi Fuso)coreChannel Partner/ Reseller/ DistributorAuthorized dealer for Fuso light commercial vehicles and trucks. Provides sales and authorized service for the Fuso brand in their regional footprint.
• Setra / Daimler BusescoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Setra buses and Daimler Buses products, serving public transport and commercial bus operators in eastern Germany.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lueg Gruppe: German multi-brand automotive dealership group based in Bochum/NRW with Mercedes-Benz, smart, and other premium franchises plus service, rental, and fleet operations. Directly comparable on structure, scale (multi-state footprint), and brand portfolio orientation.
• Senger Gruppe: German multi-brand automotive dealer group headquartered in Selm with a comparable mix of premium brand franchises (Mercedes-Benz, Audi, VW, Porsche), fleet services, and authorized workshop operations across multiple German states. Closest comparable to Sternauto on business model, brand mix, and integrated sales-service-rental offering.
• Rosier Gruppe: German automotive dealer group with Mercedes-Benz and other premium franchises, multi-state service network, and B2B fleet programs. Closely comparable on the integrated sales-service-rental-fleet business model targeting similar customer segments.
• Auto-Kabel Management AG: German multi-brand automotive dealer group with authorized sales and service for premium brands including Mercedes-Benz, plus fleet and used vehicle operations. Comparable in business model, though typically smaller in scale.
• Hahn Gruppe: German multi-brand automotive dealer group with a network of authorized dealerships (including Mercedes-Benz) and service operations across multiple states. Directly comparable in business model, OEM franchise mix, and integrated offerings.
• AVAG Holding SE: Large German multi-brand automotive dealer group with a broad portfolio of OEM franchises (including Mercedes-Benz), authorized service operations, and fleet programs across southern Germany. Comparable on business model and integrated retail-service offering.
• Emil Frey Group: Swiss-headquartered pan-European automotive retail group with significant German operations representing Mercedes-Benz and other premium brands through multi-brand dealerships, service, and fleet offerings. Comparable in scale, business model, and OEM alignment.
• Fleischhauer Gruppe: German multi-brand automotive dealer group with Mercedes-Benz and other premium franchises, full-service authorized workshop operations, and fleet programs across western Germany. Operates the same integrated sales-service-financing model as Sternauto at similar scale.

Broad incumbents

• Hedin Mobility Group: Swedish-headquartered pan-European automotive retail group operating multi-brand dealerships, service, and fleet services across multiple EU markets including Germany. Larger and more geographically diversified than Sternauto but operates the same multi-brand franchise dealership model.
• Stellantis &You Deutschland: OEM-owned multi-brand dealer group operating Stellantis brand dealerships and service centers across Germany and other European countries. Comparable as a multi-brand retail platform with service and fleet operations, but OEM-owned (Stellantis) rather than independent like Sternauto.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Sternauto Gruppe