Maas Autogroep

What Maas Autogroep does

Maas Autogroep is a privately held Dutch automotive dealership group founded in 1962 and headquartered in Nieuwkoop, Netherlands, operating through its Maas-De Koning subsidiary across the Rijnmond and Groene Hart regions. The company serves as an authorized dealer for six Volkswagen Group brands — Volkswagen, Audi, SEAT, ŠKODA, CUPRA, and Volkswagen Commercial Vehicles — through 10 physical showroom and workshop locations positioned near Rotterdam, Den Haag, Leiden, Amsterdam, and Utrecht. Its customer base spans private individuals purchasing or leasing vehicles for personal use, business clients requiring fleet and operational lease solutions, and niche verticals such as driving schools, construction firms, and healthcare providers needing specialized vehicle conversions.

The business operates a multi-stream revenue model combining one-time new and used vehicle sales (inventory of 831 new vehicles, 441 used, and 90 demo models totaling 1,362 units) with recurring subscription-based private lease, business fleet lease, and short-term rental (30 days to 12 months). Workshop services including maintenance, mandatory APK inspections, damage repair, tire storage, and air conditioning servicing provide aftermarket revenue. Pricing is anchored on 'rijklaar' (road-ready) transparency for used vehicles, with business lease products standardized from €430 per month. Additional offerings include EV and hybrid advisory with charging infrastructure solutions, Lease a Bike for corporate commuter programs, and accessories.

The technology stack is standard for the dealership industry: an online inventory browsing and appointment-booking website supported by Google Analytics, Adobe Analytics, Cookiebot consent management, and Web1on1 live chat. No proprietary platform, AI capabilities, or differentiated technology is evident. Go-to-market is primarily offline through physical showrooms, supplemented by digital channels (website, email newsletter, LinkedIn) and a dedicated business market team for fleet and corporate accounts.

Name

Maas Autogroep

Legal name

Maas-De Koning

Website

https://maasautogroep.nl

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

251–500 employees

Short description

Maas Autogroep is a Dutch multi-brand automotive dealership group founded in 1962, operating 10 showrooms across western Netherlands as an authorized dealer for Volkswagen, Audi, SEAT, ŠKODA, CUPRA, and Volkswagen Commercial Vehicles, serving retail, business fleet, and niche vertical customers.

Ownership category

akta.pro rank

Product category

Automotive Dealership Services

NAICS

Automotive Equipment Rental and Leasing (5321)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Fleet Management Services (Lifecycle, Compliance, Safety, Driver Programs) (TLABAHAJ)

Keywords

• Automotive dealership services
• Vehicle leasing solutions
• Fleet management services
• Car maintenance repair
• Commercial vehicle sales

Headquarters

HQ city

Nieuwkoop

HQ country

Netherlands

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Inventory / Supply Chain (vehicle procurement and stocking for 1, 362 vehicles), Personnel (sales advisors, workshop technicians, business team across 251-500 employees), Operations (10 branch facilities, showroom and workshop infrastructure), Marketing or Sales (regional advertising, website, email newsletter, LinkedIn presence), Technology or R&D (online inventory platform, analytics and CRM tooling)

Revenue model

1. New Vehicle Sales: Sale of new cars from Volkswagen, Audi, SEAT, Škoda, CUPRA, and Volkswagen Bedrijfswagens brands. The company has 831 new vehicles in stock.
2. Used Vehicle (Occasion) Sales: Sale of pre-owned and demo vehicles. The company has 441 used vehicles and 90 demo vehicles in stock.
3. Private Lease: Personal leasing products under private lease brand for Volkswagen, Audi, SEAT, Škoda, and CUPRA. Monthly subscription-style payments for vehicle use.
4. Business Lease and Fleet Management: Zakelijke lease solutions for businesses including operational leasing, fleet management, and short-term rental options from 30 days to 12 months.
5. Maintenance and Repair Services: Workshop services including maintenance, APK (vehicle inspection), damage repair, tire services, air conditioning service, and replacement vehicle provision.
6. Short-term Rental: Shortlease and rental services with vehicles available from 30 days to 12 months in various price categories.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Maas Autogroep (operating as Maas-De Koning) is a multi-brand automotive retail dealer selling new, demo, and used vehicles from Volkswagen, Audi, SEAT, ŠKODA, CUPRA, and Volkswagen Commercial Vehicles, supported by private lease and business lease/fleet management, short-term rental, and a full workshop offering covering maintenance, APK inspections, damage repair, tires, and air conditioning. Services are delivered through 10 physical branches across the Rijnmond and Groene Hart regions in the Netherlands, with online inventory browsing and appointment booking.

Product overview

Maas-De Koning is a traditional auto dealership operating as a multi-brand dealer for Volkswagen, Audi, SEAT, Škoda, CUPRA, and Volkswagen Bedrijfswagens in the Rotterdam and Groene Hart region of the Netherlands. The company offers a comprehensive automotive portfolio structured around vehicle sales (new, demo, and used/occasions), maintenance and repair services, vehicle leasing (both private and business), and short-term rental solutions. Additional services include electric and hybrid vehicle sales with charging infrastructure advisory, bicycle leasing for commuting programs, and accessory sales. The offering is delivered through 10 physical dealership locations, with digital booking capabilities for showroom visits, test drives, and workshop appointments.

Differentiator

Problem solved

Functional benefit

Products and services

• New and Used Vehicle Sales Sale of new vehicles (831 in stock), used/occasion vehicles (441 in stock), and demo vehicles (90 in stock) across Volkswagen, Audi, SEAT, ŠKODA, CUPRA, and Volkswagen Commercial Vehicles brands. Transparent 'rijklaar' (road-ready) pricing for used vehicles; used vehicles can be delivered within three working days. Targeted at private individuals and business buyers in the Rijnmond and Groene Hart regions.
• Private Lease Personal vehicle leasing service allowing individuals to lease cars from Volkswagen, Audi, SEAT, ŠKODA, and CUPRA brands with fixed monthly subscription-style payments, including electric and hybrid vehicle options. Targeted at individual consumers seeking predictable monthly mobility costs without ownership commitment.
• Business Lease and Fleet Management (Zakelijke Markt) Business-focused vehicle leasing, operational leasing, and fleet management solutions for companies, entrepreneurs, and self-employed professionals. Includes specialized advisory on tax implications (bijtelling/pseudo-eindheffing) and zero-emission zone compliance. Business lease rates start from €430 per month for Zakelijke Lease Editions. Delivered through a dedicated Team Zakelijke Markt.
• Short-term Rental (Shortlease & Verhuur) Flexible vehicle rental service with terms from 30 days to 12 months, offering vehicles across various price categories. Targeted at businesses and individuals needing temporary mobility solutions without long-term lease commitment.
• Workshop Services (Werkplaats) Automotive workshop services including vehicle maintenance, mandatory APK inspections, damage repair (autoschadeherstel), tire services with hotel storage, air conditioning service, and replacement vehicle provision. Available to all customers across the represented brands; appointments bookable online.
• Electric & Hybrid Vehicles Sales Sales and advisory services for electric and hybrid vehicles across Volkswagen Group represented brands, including information on charging infrastructure and solutions for both private and business customers transitioning to lower-emission mobility.
• Lease a Bike (Business Bicycle Leasing) Bicycle leasing service for businesses, allowing companies to offer cycling commuter benefits to employees as part of sustainable mobility programs. Targeted at employers seeking sustainable employee benefits.
• EV Charging Solutions (Laadoplossingen) Electric vehicle charging infrastructure advisory and solutions for business customers transitioning to electric fleets, including charging station installation guidance. Targeted at corporate fleet managers electrifying their vehicle stock.

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Inchcape plc: Global multi-brand automotive distributor and retailer with operations across multiple continents. Comparable as a broader international incumbent applying the multi-brand retail and distribution playbook to OEMs including VW Group brands.
• Emil Frey Group: Pan-European multi-brand automotive dealer group with extensive retail, import, and after-sales operations. Comparable broad incumbent operating the same multi-brand dealership model across multiple European geographies.
• Hedin Mobility Group: Large European automotive retailer operating multi-brand dealerships, import, and mobility services including EV-focused offerings. Comparable broader European incumbent with overlapping multi-brand dealer and EV transition strategy.
• Pon Holdings: Large Dutch mobility and automotive group combining vehicle importation (including VW Group brands), dealership operations, and broader mobility services. Comparable as a broader Dutch incumbent with overlapping dealer and lease activities.
• Van Mossel Automotive Groep: Largest Dutch multi-brand automotive dealer group offering sales, lease, and workshop services across many OEM brands. Comparable as a broader-scale incumbent operating the same multi-brand dealership + lease model in the Netherlands.
• D'Ieteren: Belgian-listed automotive group with dealer and mobility operations across Benelux. Comparable as a larger Benelux mobility incumbent with overlapping brand-dealer and fleet activities.

Direct peers

• Stern Groep: Dutch multi-brand automotive dealer group operating across the Netherlands with sales, lease, and after-sales services. Comparable mid-sized dealer group with similar brand portfolio and recurring lease streams.
• Louwman Group: Long-established Dutch automotive mobility group combining multi-brand dealerships, private lease, and fleet services. Comparable full-service Dutch dealer with similar brand portfolio scope.
• Wensink Automotive Group: Multi-brand Dutch dealer group with regional showroom and workshop networks across the Randstad and northern Netherlands. Closely comparable mid-sized regional dealer operating the same sales-plus-service model.
• Broekhuis Holding: Dutch multi-brand automotive dealer group with a comparable multi-region footprint, offering new/used vehicle sales, lease, and workshop services. Similar operating model and customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 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 Maas Autogroep