DE MAASSCHE BMW
DE MAASSCHE BMW is an authorized BMW and MINI dealer in Limburg, Netherlands, operating two showrooms (Echt and Venlo) offering new and pre-owned vehicle sales, aftersales service, financing, and exclusive Dutch import of AC Schnitzer performance tuning products for private consumers and corporate fleet customers.
- Company typePrivate
- Founded1983
- HeadquartersVenlo, Netherlands
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What DE MAASSCHE BMW does
DE MAASSCHE BMW is an authorized BMW and MINI dealer operating two showrooms in South Netherlands (Limburg province), headquartered in Echt at Bellweg 3 with a secondary location in Venlo at Hudsonweg 1 along the A67 motorway corridor. The company operates under legal entity PALA GROUP BV and is part of a wider Dutch automotive retail group. The Echt location specializes as one of twelve M-certified BMW dealers in the Netherlands and serves as the exclusive Dutch importer of AC Schnitzer performance tuning products (engine, exhaust, suspension, wheels, aerodynamics, interior) under a 2018 partnership with KOHL automobile GmbH. The Venlo location operates as the BMW Individual customization specialist with an extended collection of bespoke paint finishes, alongside the De Maassche MINI dealership.
The business spans the full vehicle ownership lifecycle. Revenue is generated across five streams: new and pre-owned BMW vehicle sales, aftersales service and maintenance (including BMW Service Inclusive Plus subscription packages covering 4-5 years), parts and accessories (BMW Genuine, M Performance, AC Schnitzer), vehicle financing and leasing products (Private Lease, Financial Lease, Operational Lease with rates from 1.99% APR), and AC Schnitzer import distribution across the Netherlands. The inventory exceeds 1,900 vehicles across all BMW model series (1 through 8, X models, Z4, i electric range, and M performance models). Digital infrastructure includes a customer portal (Mijn De Maassche), online inventory browsing, online appointment scheduling, and social media presence across Facebook, Instagram, and LinkedIn for both locations.
The dealer serves individual private car buyers as the primary segment and business/corporate fleet customers as a secondary segment, with bundled financing, service, and insurance offers (BMW Zorgeloos Rijden) targeting both. Pricing is published for service items (APK inspection from €59 for petrol/hybrid/EV; BSI+ packages from €2,093 to €3,964) but vehicle pricing varies by model and configuration without a public price list. The company holds BOVAG membership (Dutch mobility trade association) and GDPR/AVG compliance, with KVK registrations 13042430 (Echt) and 12028219 (Venlo). It is not publicly listed, has no disclosed funding rounds, and operates as a privately held dealership group within PALA GROUP BV.
DE MAASSCHE BMW firmographics
Firmographics- Name
- DE MAASSCHE BMW
- Legal name
- PALA GROUP BV
- Website
- https://demaasschebmw.nl
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- DE MAASSCHE BMW is an authorized BMW and MINI dealer in Limburg, Netherlands, operating two showrooms (Echt and Venlo) offering new and pre-owned vehicle sales, aftersales service, financing, and exclusive Dutch import of AC Schnitzer performance tuning products for private consumers and corporate fleet customers.
- Ownership category
- akta.pro rank
DE MAASSCHE BMW industry classification
Industry- Product category
- Automotive Retail and Aftersales Services
- NAICS
- Used Car Dealers (44112), Motor Vehicle Parts Manufacturing (3363)
- SIC
- Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)
- akta.pro primary industry
- Aftermarket Performance & Tuning Products Manufacturing (Intakes/Turbos/ECU Tuners/Superchargers) (IMACANAN)
- akta.pro secondary industries
- Aftermarket Exhaust & Emissions Components Manufacturing (Mufflers/Catalysts/DPF/EGR) (IMACANAE), Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD)
Keywords
Where DE MAASSCHE BMW is headquartered
LocationHeadquarters
- HQ city
- Venlo
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
DE MAASSCHE BMW business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Inventory (Supply Chain), Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Vehicle Sales (New & Pre-owned): Sale of new BMW vehicles, BMW M performance vehicles, pre-owned/used BMW vehicles, and MINI vehicles through physical showrooms and online inventory.
- Aftersales Service & Maintenance: Maintenance, repair, APK (vehicle inspection) services, and BMW Service Inclusive Plus contracts. Gecertificeerde BMW-monteurs perform all service using BMW Genuine Oil and BMW-approved parts.
- Parts & Accessories: Sale of BMW Genuine Parts, BMW M Performance parts, AC Schnitzer parts, and accessories including wheels, tires, and towbars.
- Vehicle Financing & Leasing: Financial products including Private Lease, Financial Lease, Operational Lease, and Bijtelling (company car taxation). Financing offered at competitive rates (e.g., 1.99% APR on selected models). BMW Top Cover insurance also provided.
- AC Schnitzer Import & Installation: As the exclusive Dutch importer of AC Schnitzer, the Echt facility imports, distributes, and installs AC Schnitzer tuning products (engine, exhaust, suspension, wheels, aerodynamics, interior) for BMW vehicles across the Netherlands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | BMW Vehicle Sales - New Models |
| Unit Pricing | Pay-as-you-go | APK Vehicle Inspection |
| Subscription | Multi-year contract | BMW Service Inclusive Plus (BSI+) |
| Other | Monthly | Vehicle Financing |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
DE MAASSCHE BMW product offering
Product offeringCore offering
DE MAASSCHE BMW is an authorized BMW and MINI dealership group operating two showrooms in Echt and Venlo, Netherlands. The company sells new BMW vehicles across all series (1-8, X, Z, M performance, and i electric models), pre-owned BMW vehicles, MINI vehicles, and BMW Individual bespoke customization. It also provides certified aftersales services including maintenance, repairs, APK inspections, BMW Service Inclusive Plus packages, and operates as the exclusive Dutch importer of AC Schnitzer performance tuning products.
Product overview
De Maassche BMW is an authorized BMW and MINI dealership operating in Limburg, Netherlands, with locations in Echt and Venlo. The company offers a comprehensive automotive portfolio centered around BMW vehicle sales across all series (1-8, X, Z, i electric, and M performance models), complemented by full-service maintenance and repair operations using certified BMW technicians. The business is organized around two specialty locations: De Maassche Echt serves as the most sporting BMW dealer in the Netherlands, specializing in M models, BMW Motorsport, and AC Schnitzer tuning products (as exclusive Dutch importer since 2018); De Maassche Venlo represents BMW Individual customization and MINI dealership alongside BMW. Additional offerings include BMW Financial Services (leasing, financing, fleet sales), BMW Service Inclusive Plus maintenance packages, accessories, and the 'Mijn De Maassche' customer portal for self-service management. The company is part of the PALA Group.
Differentiator
Problem solved
Functional benefit
Brands
- BMW Individual: Premium customization program offering special paint colors, exclusive interior options, and bespoke features for BMW vehicles. Specialization noted at Venlo location.
- AC Schnitzer
Products and services
- BMW Vehicle Sales Sales of new BMW vehicles across all model series including 1, 2, 3, 4, 5, 7, and 8 Series, X models (X1-X7), Z4, i electric models (i3, i4, i5, iX1, iX2, iX3, iX), and M performance models (M2, M3, M4, M5, M8, X3M, X4M, X5M, X6M, XM), serving private consumers and business fleet customers in Limburg, Netherlands.
- MINI Vehicle Sales Authorized MINI dealership in Venlo offering MINI vehicle sales and service for private and business customers in Limburg, Netherlands.
- BMW Individual Customization Premium bespoke customization service offering special BMW Individual paint colors, exclusive interior trims, and bespoke finishes for BMW vehicles. Specialization at the Venlo location maintains an extra-wide collection of Individual paints viewable online.
- BMW M and M Performance Vehicles Sales of high-performance BMW M models and M Performance parts. De Maassche Echt is M-certified and positioned as the most sporty BMW dealer in the Netherlands with motorsport expertise.
- AC Schnitzer Tuning Products and Installation Exclusive importer of AC Schnitzer tuning products for BMW vehicles. Services include engine tuning for increased power, exhaust systems, suspension upgrades, wheels, aerodynamics components, and interior upgrades, distributed and installed throughout the Netherlands from the Echt facility.
- BMW Authorized Service and Maintenance Authorized BMW service center providing maintenance, repairs, air conditioning service, navigation updates, glass repair, and damage repair using certified BMW technicians, BMW Genuine Oil, and BMW-approved parts.
- APK Vehicle Inspection Official APK (Algemene Periodieke Keuring) Dutch vehicle inspection service with standard rate of €59.00 for petrol, hybrid, and electric vehicles, performed by certified BMW mechanics while customers wait.
- BMW Financial Services and Leasing Comprehensive financial services including Private Lease, Financial Lease, Operational Lease, fleet sales financing, and Bijtelling (company car tax) advisory services for private and corporate customers. Financing example available at 1.99% APR with BMW Top Cover insurance.
- BMW Service Inclusive Plus (BSI+) Multi-year maintenance subscription package covering scheduled service, oil changes, filter replacements, brake pads and discs, brake fluid, transmission fluid, and wiper blade replacements. Available for combustion engines (5 years/100,000 km) and fully electric vehicles (4 years/unlimited km).
- BMW Genuine Parts and Accessories Sale of BMW Genuine Parts, BMW M Performance parts, AC Schnitzer parts, tow hitches, wheels and tires, and transport solutions, including access to the BMW webshop via Hommage.nl.
Quantifiable outcome
- Large vehicle inventory spanning 1,900+ units across all BMW model series ensures high availability and reduced lead times for customers.
Companies that use DE MAASSCHE BMW
Customer profileSegments2 records
Ideal customer profiles2 records
DE MAASSCHE BMW technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
DE MAASSCHE BMW partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- BMW GroupcoreOfficial BMW dealer authorized to sell new BMW vehicles, BMW M products, pre-owned BMW vehicles, and BMW parts. The partnership includes access to BMW factory training, technical documentation, genuine parts supply, warranty support, and BMW Group marketing materials and brand guidelines. De Maassche represents both BMW and MINI brands across two locations in South Netherlands.
- PALA GroupcoreParent company controlling De Maassche BMW and De Maassche MINI dealerships. PALA Group BV operates the Echt and Venlo locations and is affiliated with Van Laarhoven BMW (evidenced by shared privacy email domain). The group manages the brand portfolio, digital presence, and operational infrastructure for the dealership.
- AC Schnitzer / KOHL automobile GmbHcoreExclusive Dutch importer agreement for AC Schnitzer BMW tuning products. De Maassche Echt imports and distributes AC Schnitzer engine tuning, exhaust systems, suspension components, wheels, aerodynamic parts, and interior products throughout the Netherlands. AC Schnitzer is a German tuner based in Aachen with over 30 years of experience personalizing BMW and MINI vehicles. The partnership began 1 August 2018.
- BOVAG (Brancheorganisatie Mobiliteit)minorDe Maassche is a member of BOVAG, the Dutch mobility industry association with approximately 9,000 member entrepreneurs. BOVAG membership provides access to industry knowledge sharing, innovation support, and serves as a recognized consumer quality label. De Maassche operates under BOVAG general terms and offers BOVAG warranty on vehicle sales.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
DE MAASSCHE BMW competitors and assessment
Company assessmentBroad incumbents
- Pon Holdings: Large Dutch mobility and automotive group operating premium brands (Volkswagen, Porsche, Lamborghini) and dealer networks. Comparable as a diversified Dutch automotive conglomerate whose dealer operations face the same OEM franchise dynamics as De Maassche.
- Louwman Group: One of the largest Dutch automotive groups, representing multiple premium and volume brands including Mercedes-Benz, Toyota, and Lexus across the Netherlands. Comparable as a multi-brand premium dealer competitor operating in similar geographies with substantially greater scale.
- Stern Groep: Dutch automotive group operating dealer and lease services for multiple brands. Comparable as a multi-brand Dutch dealer with similar franchise, service, and fleet/lease revenue streams.
- Hedin Mobility Group: European automotive retail and distribution group operating premium-brand dealerships across multiple countries. Comparable as a scaled European dealer group with similar franchise economics, EV transition exposure, and digital retail pressures.
- BMW Group Nederland (BMW Nederland BV): BMW's direct Dutch subsidiary managing brand, dealer network, and marketing in the Netherlands. Comparable as the franchisor whose strategy (including any shift to agency sales) directly determines De Maassche's operating model.
Direct peers
- Audi Centrum Limburg / Audi dealers in South Netherlands: Premium German-brand dealers operating in the same Limburg region. Comparable as direct competitors for premium German-vehicle buyers in De Maassche's geographic catchment area.
- Van Laarhoven BMW: Another BMW dealer in the Netherlands, mentioned in the data as affiliated with PALA Group (shared privacy email domain). Operates the same BMW franchise model with similar vehicle sales, service, and financing offerings, making it the closest directly comparable dealer.
- Porsche Centrum Limburg: Premium-brand dealer operating in the same South Netherlands region as De Maassche. Directly comparable as a regional premium-franchise competitor targeting the same affluent Limburg customer base.
Others
- AC Schnitzer / KOHL automobile GmbH: German BMW tuning brand whose products De Maassche distributes exclusively in the Netherlands. Comparable as the principal/partner in the exclusive import relationship and as a comparable BMW-tuning specialist operating in its home market.
Emerging players
- Autohero / CarNext (used-car platforms): Online used-car retail platforms from the Volkswagen and BMW groups. Comparable as emerging digital competitors for De Maassche's pre-owned BMW inventory and as a channel shift risk for traditional dealer economics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
DE MAASSCHE BMW social profiles
Digital presenceDE MAASSCHE BMW compliance and trust
Trust signalCompliance2 records
DE MAASSCHE BMW financial estimates
Financial estimateRevenue estimate
Valuation estimate
DE MAASSCHE BMW leadership team
Management profileNumber of profiles
Profiles10 records
DE MAASSCHE BMW subsidiaries and ownership
Company hierarchySubsidiaries2 records
DE MAASSCHE BMW funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DE MAASSCHE BMW 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 DE MAASSCHE BMW
What does DE MAASSCHE BMW do?
DE MAASSCHE BMW is an authorized BMW and MINI dealership group operating two showrooms in Echt and Venlo, Netherlands. The company sells new BMW vehicles across all series (1-8, X, Z, M performance, and i electric models), pre-owned BMW vehicles, MINI vehicles, and BMW Individual bespoke customization. It also provides certified aftersales services including maintenance, repairs, APK inspections, BMW Service Inclusive Plus packages, and operates as the exclusive Dutch importer of AC Schnitzer performance tuning products.
Is DE MAASSCHE BMW a public or private company?
DE MAASSCHE BMW is a private company. It is classified as corporate owned and is currently operating.
When was DE MAASSCHE BMW founded?
DE MAASSCHE BMW was founded in 1983. It employs 11 to 50 people.
Where is DE MAASSCHE BMW based?
DE MAASSCHE BMW is headquartered in Venlo, Netherlands, in the Europe region.
How does DE MAASSCHE BMW make money?
Five revenue lines are on record. Vehicle Sales (New & Pre-owned) is the primary driver. The others are aftersales Service & Maintenance, parts & Accessories, vehicle Financing & Leasing and AC Schnitzer Import & Installation.
Who are DE MAASSCHE BMW's main competitors?
Broad incumbents on record are Pon Holdings, Louwman Group, Stern Groep, Hedin Mobility Group and BMW Group Nederland (BMW Nederland BV). Direct peers are Audi Centrum Limburg / Audi dealers in South Netherlands, Van Laarhoven BMW and Porsche Centrum Limburg. AC Schnitzer / KOHL automobile GmbH is listed as an others. Autohero / CarNext (used-car platforms) is listed as an emerging player.
Does DE MAASSCHE BMW have an API?
No public API is recorded for DE MAASSCHE BMW.
What industry is DE MAASSCHE BMW in?
DE MAASSCHE BMW's product category is Automotive Retail and Aftersales Services. Its primary akta.pro industry code is IMACANAN, Aftermarket Performance & Tuning Products Manufacturing (Intakes/Turbos/ECU Tuners/Superchargers), with a secondary code of IMACANAE, Aftermarket Exhaust & Emissions Components Manufacturing (Mufflers/Catalysts/DPF/EGR). Its NAICS code is 44112 and its SIC code is 3714.