Mercedes-Benz Auto Forum

What Mercedes-Benz Auto Forum does

Mercedes-Benz Auto Forum is a privately operated authorized Mercedes-Benz passenger-car dealership serving customers in the Masovian Voivodeship near Płock, Poland. It sells new Mercedes-Benz vehicles across the full passenger range — from compact CLA models to sedans (C-Class, E-Class, EQS), SUVs (GLC, GLE, G-Class), and electric models with EQ technology (electric CLA, EQE, EQS, electric G-Class) — together with used vehicles through the Mercedes-Benz Certified pre-owned program. The outlet also distributes MANUFAKTUR bespoke personalization and offers financial services via the Mercedes-Benz Finance portal.

The dealership operates a certified service workshop providing authorized maintenance, repairs, Mercedes Original tires and parts, and Digital Extras, alongside the Service Select loyalty program offering up to 25% benefits on inspections and selected services for vehicles older than five years. It also acts as an AMG Performance Center, providing AMG-branded high-performance vehicles, AMG Private Lounge membership, and AMG Experience / AMG Driving Academy driving programs on Polish and European tracks.

The business monetizes across five streams: new vehicle sales (one-time), certified and used vehicle sales (one-time), authorized aftersales service and parts (transactional/professional services), financial services — leasing, loans, insurance (transactional, often recurring), and Digital Extras (one-time digital add-ons). Pricing is unit-based, with entry vehicles from ~192,500 PLN (CLA petrol) up to ~499,900 PLN (EQS) and ~479,600 PLN for the EQE AMG variant. The go-to-market is enterprise field sales through a physical showroom and authorized service center near Płock, supplemented by OEM-provided digital tools (vehicle configurator, online store, finance portal, online service booking) that integrate with the dealer group's outlet IDs.

Name

Mercedes-Benz Auto Forum

Legal name

Mercedes-Benz Auto Forum

Website

https://af2.mercedes-benz.pl

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Mercedes-Benz Auto Forum is an authorized Mercedes-Benz passenger-car dealership near Płock, Poland, selling new, certified pre-owned, and AMG vehicles, and providing authorized aftersales service and financial services to retail consumers in the Masovian region.

Ownership category

akta.pro rank

Product category

Automotive Retail (Authorized Dealership)

NAICS

Automobile Dealers (4411), Used Car Dealers (44112), Motor Vehicle and Parts Dealers (441), Automotive Parts and Accessories Retailers (44133)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro industry

PRIMARYFSAJALAD

Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors)

Financial & Insurance/Insurance — Motor, Property & Casualty/Warranty & Service Contract / Mechanical Breakdown Insurance

SECONDARYFSAKADAA

New & Used Auto Purchase Loans

Financial & Insurance/Lending & Consumer Finance/Auto Lending & Vehicle Finance

SECONDARYFSAEAEAK

Auto & Vehicle Loan Brokerage

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Mortgage Brokerage & Loan Intermediation

Keywords

• Authorized car dealership
• New vehicle sales
• Certified pre-owned vehicles
• Vehicle aftersales service
• Auto financing leasing

Headquarters

HQ city

Gmina Słupno, Mazowieckie

HQ country

Poland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Mercedes-Benz passenger vehicles including compact cars, SUVs, sedans, and electric models such as CLA with EQ technology, EQE, and EQS.
2. Used Vehicle Sales: Sale of pre-owned Mercedes-Benz vehicles through Mercedes-Benz Certified program, offering inspected vehicles with warranty and guaranteed mileage.
3. Aftersales Service and Parts: Authorized service maintenance, repairs, Mercedes Original tires, Service Select program with up to 25% benefits on inspections and selected services for vehicles older than 5 years.
4. Financial Services: Leasing, financing, and loan products through Mercedes-Benz Finance portal including promotional leasing and promotional loans.
5. Digital Extras: Digital add-ons and accessories available through Mercedes-Benz Store for vehicle customization.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Mercedes-Benz Auto Forum is an authorized Mercedes-Benz dealership in Poland that sells new and certified pre-owned Mercedes-Benz passenger vehicles (including compact, sedan, SUV, wagon, AMG performance, and EQ electric models), provides authorized aftersales service and Mercedes Original parts, and distributes Mercedes-Benz Finance leasing and loan products. The dealership also offers the Mercedes-Benz Certified pre-owned program with warranty, the Service Select maintenance benefits program for vehicles older than 5 years, trade-in services, and access to AMG Experience driving programs.

Product overview

Mercedes-Benz Auto Forum is an authorized Mercedes-Benz dealership offering a comprehensive portfolio of automotive products and services. The core offering consists of new Mercedes-Benz passenger vehicles (including compact cars, sedans, SUVs, wagons, and vans), used vehicles, and the Mercedes-Benz Certified pre-owned program. Digital customer touchpoints include the Online Store for immediate vehicle purchases, the Konfigurator for vehicle customization, and Cyfrowe Dodatki (Digital Extras) for connected services. The dealership provides authorized service maintenance, financial services through Mercedes-Benz Finance, and represents the Mercedes-AMG high-performance sub-brand along with electric vehicle technology (EQ). Additional offerings include the MANUFAKTUR personalization program and AMG Experience driving programs.

Differentiator

Problem solved

Functional benefit

Products and services

• New Mercedes-Benz passenger vehicles (compact, sedan, SUV, wagon, AMG and EQ electric models) Sale of new Mercedes-Benz passenger cars through the authorized dealership near Płock, including compact cars, sedans, SUVs, wagons, Mercedes-AMG performance variants, and EQ electric vehicles such as the CLA with EQ technology, EQE, and EQS. Available for outright purchase or lease, with configuration via the Mercedes-Benz configurator and browsing of immediate-availability vehicles via the Online Store.
• Used Mercedes-Benz vehicles (Mercedes-Benz Certified pre-owned program) Sale of pre-owned Mercedes-Benz vehicles through the Mercedes-Benz Certified program, providing inspected used cars with extended warranty, guaranteed mileage, and comprehensive technical inspection. Available through the dealership's certified used-vehicle inventory near Płock.
• Authorized aftersales service and Mercedes Original parts Authorized Mercedes-Benz maintenance, repairs, and parts service performed at the dealership's certified workshop near Płock. Includes Mercedes Original tires, wiper blades, and other original parts, plus the Service Select benefits program providing up to 25% off inspections and selected services for vehicles older than 5 years. Service appointments can be booked online.
• Vehicle financial services (leasing, financing, loans via Mercedes-Benz Finance) Leasing, financing, and loan products for vehicle purchases arranged through the Mercedes-Benz Finance portal, including promotional leasing and promotional loan offers, accessible to customers of the Auto Forum dealership.
• Trade-in service (Przyjęcie w rozliczeniu) Vehicle trade-in service allowing customers to leave their current vehicle as part of purchasing a new or used Mercedes-Benz from the dealership.
• MANUFAKTUR bespoke vehicle personalization Bespoke personalization program offering exclusive interior and exterior equipment options for new Mercedes-Benz vehicles, delivered through the authorized dealership.
• AMG Experience driving programs Driving experience and training programs delivered on professional circuits in Poland, and AMG Driving Academy training on European circuits, for Mercedes-AMG vehicle owners and prospects affiliated with the dealership's AMG Performance Center.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Mercedes-BenzcoreChannel Partner/ Reseller/ DistributorAuto Forum operates as an authorized Mercedes-Benz dealership, reselling new and certified pre-owned Mercedes-Benz vehicles and providing authorized aftersales services under the brand partnership.
• Mercedes-Benz FinancecoreChannel Partner/ Reseller/ DistributorFinancial services partnership providing vehicle financing, leasing, and insurance products through Mercedes-Benz's financial services division.
• Mercedes-AMGcoreChannel Partner/ Reseller/ DistributorAMG Performance Center affiliation offering Mercedes-AMG high-performance vehicles and exclusive AMG Private Lounge membership for owners.

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• PGD (Polski Holding Dealerów): Large multi-brand Polish automotive dealer group operating showrooms for Volkswagen, Skoda, and other brands; comparable as an established incumbent dealer with similar authorized franchise business model at larger scale.
• Audi Center Poland (Volkswagen Group dealer network): Authorized Audi dealer network across Poland competing for the same premium-buyer pool; comparable as established luxury franchise operators with overlapping service and finance offerings.
• Mercedes-Benz AG (manufacturer): Parent OEM whose franchise system, retail standards, and EV transition strategy entirely shape Auto Forum's economics and strategic options.
• BMW Group Poland: Manufacturer of Mercedes-Benz's most direct premium competitor; the OEM whose authorized dealer network competes head-to-head with Mercedes-Benz dealers for premium-segment customers in Poland.

Direct peers

• Grupa Cichy-Zasada: Authorized Mercedes-Benz dealer group in Poland operating multiple sales and service locations; directly comparable franchise peer with similar Mercedes-Benz portfolio and aftersales structure.
• Auto Bawaria: Polish BMW/MINI/Rolls-Royce authorized dealer group; directly comparable as a premium-brand authorized dealer operating showrooms, service, and F&I in the same Polish luxury market segment.
• Sobiesław Zasada Group: Major Polish Mercedes-Benz authorized dealer group with multiple showrooms and authorized service centers; directly comparable as a Mercedes franchise operator serving Polish customers with full new/used/service offerings.
• Imperia Group: Authorized Audi and Porsche dealer group in Poland with multi-brand luxury showroom network; comparable as a competing premium franchise operator in the same addressable market.

Others

• Cox Automotive Europe: Provider of dealer software, remarketing, and service solutions to automotive retailers; adjacent ecosystem participant whose tools shape dealer operating economics and competitive positioning.

Emerging players

• Auto1.com: Pan-European online used-car marketplace that competes with dealer used-car operations on inventory transparency and pricing; emerging threat to the certified-pre-owned margin pool of authorized dealers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mercedes-benz-auto-forum

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 Mercedes-Benz Auto Forum