What MGS Motor Gruppe Sticht does

MGS Motor Gruppe Sticht GmbH & Co. KG is a privately held, third-generation family-owned automotive dealership group headquartered in Bayreuth, Bavaria. Founded in 1955 by Hans Sticht in Nagel as a Zündapp and NSU motorcycle dealership and re-established as an automobile business in 1979, the company today operates eight physical locations across the Upper Franconia and Upper Palatinate regions (Bayreuth with four sites, two in Wunsiedel, plus Weiden and Hof). It is authorized to sell and service 20+ OEM brands including Ford, Land Rover, Volvo, Mazda, Nissan, Fiat, Fiat Professional, Abarth, Alfa Romeo, Jeep, Opel, Citroën, Peugeot, Isuzu, Seat, Cupra, and Leapmotor, alongside RV brands Westfalia, Pilote, Frankia, Bürstner, Yucon, and Mobiltec.

The core offering spans new and used vehicle sales, light commercial vehicles (Ford Transit, Fiat Professional), recreational vehicles and bespoke camper conversions (the proprietary MGS Camper Customization program, including the MC-06 individual build and the largest Ford Nugget dealer footprint in Europe), and authorized workshop services including Bosch Service, Polestar Service, and brand-specific maintenance. Supporting infrastructure includes a 10,000+ sqm used vehicle center in Bayreuth, online vehicle configurators, and customer review aggregation via Trustami. Technology integration is limited to standard web tooling (Google Maps, Analytics, Tag Manager, Translate, YouTube embeds) with no disclosed proprietary AI or data systems.

Revenue derives from the spread on vehicle sales (new, used, and camper/RV), workshop labor and parts margin, referral commissions from six financial partners for financing and leasing (Santander, Stellantis Bank, CA Auto Bank, Ford Bank, FCA Bank, Erwin Hymer Group Finance), and customization premiums on MGS Camper builds. Private consumers and small/mid-market commercial customers are served through an enterprise field-sales motion anchored in physical showrooms, in-person consultation, test drives, multi-bank financing, and post-sale service relationships. Operational growth has been delivered through facility expansions in 2012 (commercial vehicles), 2017 (used vehicle center), and the April 2023 fusion with Auto-Hensel.

Name

MGS Motor Gruppe Sticht

Legal name

MGS Motor Gruppe Sticht GmbH & Co. KG

Website

https://mgs-autozentrum.de

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

101–250 employees

Short description

MGS Motor Gruppe Sticht is a privately held, third-generation family-owned multi-brand automotive dealership group operating eight locations across Bavaria, Germany, selling and servicing 20+ OEM brands plus a proprietary MGS Camper customization line, with a self-described claim as Europe's largest Ford Nugget dealer.

Ownership category

akta.pro rank

Headquarters

HQ city

Bayreuth

HQ country

Germany

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sales of new vehicles (multiple brands), used vehicles, and camper/RV units. Revenue generated from the margin between purchase cost and sale price.
2. Aftersales Service & Workshop: Workshop services including maintenance, repairs, tire changes, and other service operations. Generates revenue through labor costs and spare parts sales.
3. Vehicle Financing & Leasing: Facilitates financing and leasing through partner banks (Santander, Stellantis Bank, CA Auto Bank, Ford Bank, FCA Bank, Erwin Hymer Group Finance). Generates referral commissions from financial partners.
4. Camper Customization & Accessories: Customized camper builds and modifications through MGS Camper (MCC) program, including personalization options, off-road equipment, and premium interior upgrades.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

MGS Motor Gruppe Sticht is a multi-brand automotive dealership group operating 8 locations across Bavaria that sells new vehicles, used vehicles, commercial transporters, and campervans/motorhomes across 20+ brands. It complements sales with authorized workshop service, partner-financed leasing and loans, in-house bespoke camper customization through its MGS Camper (MCC) program, and an online configurator portal.

Product overview

MGS Motor Gruppe Sticht operates as a multi-brand automotive dealership with 8 locations across Bavaria, Germany. The company offers a comprehensive portfolio centered on vehicle sales (new/used), commercial vehicles (transporters), recreational vehicles (campers/RVs), and workshop services. Key product lines include their proprietary MGS Camper brand with customized conversions (MCC), Ford Nugget and Ford Vialla camper vans, and vehicles from over 20 brands including Ford, Mazda, Fiat, Nissan, Volvo, Opel, Citroën, Peugeot, Jeep, and others. Supporting services include online vehicle configurators, vehicle financing/leasing through bank partners, vehicle purchase programs, and authorized workshop/maintenance services. The company also offers a Next Deals program featuring special promotional pricing on selected vehicles.

Differentiator

Problem solved

Functional benefit

Brands

• MGS Camper: Specialized division offering recreational vehicles, campers, and motorhomes including brands like Westfalia, Pilote, Bürstner, Frankia, Yucon, and Ford campers. Operates from dedicated locations in Wunsiedel, Bayreuth, Hof, and Weiden.
• MGS Customized Camper (MCC)

Products and services

• New and Used Vehicle Sales (PKW) Sale of new passenger cars, used cars (Gebrauchtwagen), and annual vehicles across 20+ brands including Ford, Fiat, Mazda, Volvo, Nissan, Jaguar, Land Rover, Opel, Peugeot, Citroën, Jeep, Abarth, Alfa Romeo, Seat, Cupra, Leapmotor, Isuzu, and Silence; backed by a >10,000 sqm used vehicle center in Bayreuth.
• Commercial Vehicle Sales (Transporter) Sale of light commercial vehicles and vans including Ford Transit (Ford Nutzfahrzeuge) and Fiat Professional lineups, with configuration support and commercial financing.
• Camper and Motorhome Sales Sale of motorhomes, campervans, and caravans from brands Westfalia, Pilote, Frankia, Yucon, Mobiltec, Bürstner, Ford (Nugget/Vialla), offered through the MGS Camper sub-brand with dedicated locations and 120+ units immediately available.
• MC-06 MGS Customized Camper Single-unit bespoke camper build delivered through the MGS Camper Customization (MCC) program, featuring rooftop terrace with hammock, Black Rhino wheels, BF-Goodrich tires, VB Air Suspension, premium leather/Alcantara interior, and overland/off-road modifications.
• Workshop and Aftersales Service Authorized maintenance, repair, tire change, and roadside assistance for all represented brands, with Bosch Service, Polestar Service, and OEM-authorized service partnerships (Ford, Jaguar, Land Rover, Volvo, Abarth, Alfa Romeo, Fiat, Jeep, Leapmotor).
• Vehicle Financing and Leasing Facilitated vehicle financing and leasing through partner banks including Santander Bank, Stellantis Bank SA, CA Auto Bank, Ford Bank, FCA Bank Germany, and Erwin Hymer Group Finance, with monthly leasing options from €49 (small electrics) and €199–€489 (campers).
• Vehicle Purchase (Fahrzeugankauf) Direct purchase of used vehicles from customers for resale or second-life use, supporting trade-in flows tied to new vehicle sales.

Quantifiable outcome

• Excellently rated workshop service with 'Exzellent' certification from SEAT & CUPRA
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature2 records

Partnerships

Three partnerships are on record, tiered minor and core.

• TrustamiminorGTM or Marketing PartnerTrustami provides customer review aggregation platform. MGS directs customers to Trustami for leaving reviews and displays aggregated review scores.
• Bosch ServicecoreChannel Partner/ Reseller/ DistributorBosch Service partnership provides independent workshop services for vehicles across multiple brands. Available at select MGS locations including Bayreuth and Wunsiedel.
• PolestarminorChannel Partner/ Reseller/ DistributorPolestar Service partnership at Bayreuth location provides authorized service for Polestar electric vehicles including warranty, maintenance, and roadside assistance.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Auto1 Group SE: Berlin-based digital used car platform operating across Europe. Comparable as it competes for used vehicle sales and provides trade-in infrastructure that traditional dealers like MGS interact with, representing an adjacent business model.
• Erwin Hymer Group: Major European RV and motorhome manufacturer owning Hymer, Bürstner, Dethleffs, Pilote, and Niesmann+Bischoff brands. MGS sells Bürstner and Pilote vehicles from this group, making it both a key OEM partner and a structural peer in the camper market.

Direct peers

• Gottfried Schultz Gruppe: German multi-brand automotive dealership group operating across the Rhine-Ruhr region with similar multi-OEM representation. Highly comparable as a multi-brand authorized dealer with workshop services, financing facilitation, and family-business heritage.
• Inchcape plc: London-listed global multi-brand automotive distributor and retailer with operations across Europe. Comparable as a multi-brand authorized dealer with workshop services, used vehicle operations, and similar revenue model structure.
• Rosier Gruppe: German multi-brand automotive dealer group headquartered in Lower Saxony with operations across northern Germany. Comparable in authorized dealership model, workshop services, and customer financing facilitation.
• Beresa GmbH: German automotive dealer group focused on Mercedes-Benz and premium brands in North Rhine-Westphalia. Comparable as a regional multi-brand authorized dealer with workshop operations and long-established family-business heritage.
• Emil Frey Group: Swiss-headquartered multi-brand automotive retail group with pan-European operations. Directly comparable as a multi-brand authorized dealer offering new/used vehicle sales, workshop services, and family-owned heritage similar to MGS.
• AVAG Holding SE: German automotive dealer group with operations concentrated in southern Germany, including Bavaria. Comparable in multi-brand authorized dealership model, workshop services, and regional dealer footprint.

Others

• Mobile.de: Germany's largest online vehicle marketplace, owned by Adevinta. Functions as a key enabling/complementary channel that traditional dealers like MGS rely on for lead generation while also representing a potential competitive threat through dealer-direct tools.

Emerging players

• Knaus Tabbert AG: German RV and camper manufacturer operating Knaus, Tabbert, Weinsberg, and Morelo brands. Comparable as a peer in MGS's camper/RV segment, representing a supplier-adjacent company competing in the same end-market MGS serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCoZtQ6p-YWh8tCq6IlHxsdA
• Facebookfacebook.com/mgsmotorgruppesticht
• LinkedInlinkedin.com/company/mgs-motor-gruppe-sticht-gmbh-&-co-kg
• Instagraminstagram.com/mgs_motor_gruppe_sticht/?hl=de
• Xx.com/mgsautozentrum

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MGS Motor Gruppe Sticht