Assenheimer + Mulfinger GmbH & Co. KG

What Assenheimer + Mulfinger GmbH & Co. KG does

Assenheimer + Mulfinger GmbH & Co. KG is a family-owned Mercedes-Benz franchised dealership group headquartered in Öhringen, Baden-Württemberg, Germany, operating continuously since 1911. The group runs 12+ physical locations across the Heilbronn-Franken, Odenwald, and now Ludwigsburg districts, with sub-brand operations including the smart center Heilbronn, AutoArenA premium used vehicles, AMG Performance Center, TruckWorks commercial vehicle service, and Autodienst Burkart van servicing. Its business spans the complete vehicle lifecycle: new Mercedes-Benz passenger car, van, and truck sales (including Fuso), certified pre-owned (Junge Sterne) and general used vehicle sales, financing and leasing intermediation through Mercedes-Benz Bank, vehicle subscription (Auto-Abo), short- and long-term rental (Mercedes-Benz CharterWay, TrapoRent), full after-sales service with mobile service capability, genuine parts and accessories, vehicle trade-in (Ankauf), insurance through its wholly-owned VersicherungsService GmbH, statutory inspections, and bicycle sales and leasing.

The group's revenue model is diversified across transactional (new/used vehicle sales, parts, service transactions), subscription (Auto-Abo, bike leasing), usage-based (rental), and intermediation (financing, insurance) streams, with new vehicle sales as the primary revenue driver. Customer segments span individual consumers, small-to-large business fleet operators, and commercial truck/long-haul transport customers, served through a hybrid channel mix of physical showrooms, mobile sales teams, proprietary digital platforms (jomobi.de, lease-deinen-stern.de, abonniere-deinen-stern.de), and marketplace listings (eBay). Technology infrastructure is built on the Mercedes-Benz dealer platform integrated with OEM connected-services tools (Mercedes me, Mercedes-Benz Uptime, My TruckPoint) and standard marketing/analytics SaaS (Google Analytics 4, Facebook Pixel, Lime Connect live chat, Facelift Cloud). The group holds approximately 51-100 employees and is jointly led by the Assenheimer and Mulfinger families, with Geschäftsführer Dirk Assenheimer, Marc Assenheimer, and Marcel Stadtmüller overseeing operations.

Name

Assenheimer + Mulfinger GmbH & Co. KG

Legal name

Assenheimer + Mulfinger GmbH & Co. KG

Website

https://assenheimer-mulfinger.de

Company type

Private

Founded year

1911

Operating status

Operating

Headcount range

51–100 employees

Short description

Family-owned Mercedes-Benz franchised dealership group operating since 1911 across 12+ locations in Baden-Württemberg, Germany. It sells new and used Mercedes-Benz passenger cars, vans, and trucks, and provides financing, subscription, rental, service, parts, and insurance across the full vehicle lifecycle.

Ownership category

akta.pro rank

Product category

Automotive Dealership

NAICS

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

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

Auto & Vehicle Leasing (Personal Use) (FSAKANAA)

Keywords

• Mercedes-Benz dealership
• Automotive retail sales
• Commercial vehicle service
• Vehicle leasing financing
• Automotive aftermarket parts

Headquarters

HQ city

Heilbronn, Baden-Württemberg

HQ country

Germany

HQ region

Europe

Offices12 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales (Pkw, Van, Transporter, Lkw): Sale of new Mercedes-Benz passenger cars (Pkw), vans and transporters, trucks (Lkw), and smart vehicles. Revenue generated from retail and fleet/b2b sales at RRP with potential negotiation and financing options. New vehicle sales are the primary revenue driver.
2. Used Vehicle Sales (Junge Sterne, Vorführwagen, Gebrauchtwagen): Sale of certified pre-owned Mercedes-Benz vehicles under the 'Junge Sterne' (young stars) brand programme, demonstration vehicles (Vorführwagen), and general used cars. Includes 'jung@smart' certified used smart vehicles. Prices range from approx. €34,000 to €150,000+.
3. Vehicle Financing and Leasing: Arrangement and intermediation of vehicle financing and leasing products through Mercedes-Benz Bank and third-party providers. Revenue from financing arrangements, leasing contracts (lease-deinen-stern.de portal), and related financial services including insurance products.
4. Vehicle Subscription (Abo): Vehicle subscription model ('Auto-Abo') through abonniere-deinen-stern.de and jomobi.de platforms. All-inclusive monthly rates covering insurance, tax, maintenance, and tyre change. Revenue generated as recurring monthly subscription payments.
5. Vehicle Rental (Kurzzeit- and Langzeitmiete): Short-term and long-term vehicle rental including Mercedes-Benz Rent (Pkw, transporter, Lkw via CharterWay), weekend rental campaigns for electric vehicles, and rental of Mercedes-Benz CharterWay trucks. Mercedes-Benz CharterWay truck rental and TrapoRent transporter rental services.
6. After-Sales Service and Maintenance: Workshop services including maintenance, repair, accident repair (Unfallreparatur), glass repair (Scheibenreparatur), air conditioning disinfection, Mercedes-Benz Repair programme, TruckWorks (commercial trucks), and mobile service. Covers all Mercedes-Benz and smart vehicles regardless of where purchased.
7. Parts and Accessories Sales: Sale of Mercedes-Benz Original-Teile (genuine parts), accessories, rims and tyres (Mercedes-Benz Originalreifen, Reifen 1+ programme), and B2B parts supply through B2B Connect portal.
8. Bike Sales and Leasing: Bicycle sales (including VanMoof, various brands), bike leasing through salary sacrifice schemes (up to 40% savings vs. retail), and dedicated bike servicing at the Heilbronn Bike-Store location.
9. Vehicle Purchase (Fahrzeug-Ankauf): The company purchases used vehicles from customers regardless of brand, model, or age, providing a fair market-based valuation and facilitating trade-in towards a new or used vehicle purchase.
10. Insurance and Warranty Products: Sale of vehicle insurance through Assenheimer + Mulfinger VersicherungsService GmbH and extended warranty/guarantee products (Garantien). Insurance intermediation registered with IHK Heilbronn-Franken.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels10 records

Core offering

Assenheimer + Mulfinger is a Mercedes-Benz authorised franchise dealership group selling new and certified pre-owned passenger cars (Mercedes-Benz, AMG, smart), vans, and trucks (Mercedes-Benz and Fuso). The offering extends across the full vehicle ownership lifecycle: financing, leasing, vehicle subscription (Auto-Abo) and rental, workshop service and 24h truck breakdown, Mercedes-Benz Original parts and accessories, vehicle insurance intermediation, trade-in vehicle buyback, bicycle sales and leasing, and electromobility advisory.

Product overview

AssenheimerMulfinger is a multi-location Mercedes-Benz franchised dealership and mobility provider operating across Baden-Württemberg since 1911. Its product portfolio is organized as a platform-plus-sub-brand model centered on the Mercedes-Benz franchise (new vehicle sales, certified pre-owned 'Junge Sterne', parts, and workshop), supplemented by several sub-brands: the smart center Heilbronn for smart electric vehicles, the AutoArenA for premium used vehicles (including AMG performance models), and the Autodienst Burkart for commercial van servicing. The commercial vehicle division covers trucks (Arocs, Actros, eActros 600) and vans (Sprinter, Vito, Citan) under the Nutzfahrzeug-Center and TruckWorks programs. Beyond vehicle sales, the company offers an integrated suite of financial services — financing, leasing, and subscription (Auto-Abo via abonniere-deinen-stern.de) — accessible through the jomobi.de mobility portal. Ancillary services include vehicle insurance, vehicle purchase (any brand), 24-hour roadside assistance, statutory vehicle inspections, bicycle sales and leasing, and online sales consultation via chat, WhatsApp, and web forms. The company also provides electromobility advisory through e-mobilio. As of January 2026, a new Mercedes-Benz showroom opened in Ludwigsburg (Alte Reithalle), expanding the dealer network to 12 locations.

Differentiator

Problem solved

Functional benefit

Brands

• AutoArenA: A brand of AssenheimerMulfinger focused on premium and performance vehicles, including motorsport activities
• Autodienst Burkart
• smart center Heilbronn
• AMG Performance Center
• Mercedes-Benz CharterWay
• TruckWorks
• Bikes

Products and services

• Mercedes-Benz New Vehicles (Neuwagen) Sale of new Mercedes-Benz passenger cars (Pkw), vans and transporters (Vito, Sprinter, Citan), trucks (Actros, Arocs), Fuso light commercial vehicles, and smart vehicles across the dealership group's locations. Includes AMG Performance Center and smart center designations.
• Junge Sterne Certified Pre-Owned Mercedes-Benz certified pre-owned passenger car and transporter programme with multi-point inspection and warranty coverage. Includes Jung@smart certified used smart vehicles.
• smart center Heilbronn Dedicated smart brand dealership and service point at Heilbronn (Südstraße 40) handling new smart vehicles, Jung@smart certified pre-owned, demonstrator vehicles, and full smart after-sales service and parts.
• AutoArenA Premium Used Vehicles Sub-brand focused on premium and high-end Mercedes-Benz used vehicles including AMG performance vehicles and luxury SUVs. Offers online sales, financing options, and dedicated sales contacts. Also engaged in motorsport via the AutoArena Motorsport team.
• AMG Performance Center Authorised Mercedes-AMG sales and service outlet offering the full AMG performance vehicle lineup, with certified AMG sales, service, and performance-specific after-sales support.
• Mercedes-Benz Nutzfahrzeug-Center (Commercial Vehicle Center) Dedicated commercial vehicle division covering Mercedes-Benz trucks (Actros, Arocs), vans (Sprinter, Vito, Citan), and Fuso light trucks. Operates new vehicle sales, TruckWorks branded service, parts, and CharterWay rental at Neckarsulm-Obereisesheim, including the eActros 600 electric truck test programme.
• Mercedes-Benz Workshop Service Authorised Mercedes-Benz service covering maintenance, repairs, accident repair (Unfallreparatur), paint protection (XPEL Lackschutz), glass repair, air conditioning disinfection, contactless vehicle handover, pickup-and-delivery service, and TruckWorks for commercial vehicles.
• Mercedes-Benz Mobile Service On-site vehicle service where a certified Mercedes-Benz technician comes to the customer's location for repairs and software updates, eliminating the need to visit the workshop.
• Mercedes-Benz 24h Service (Pkw and Truck) Round-the-clock emergency and breakdown service for Mercedes-Benz passenger cars and trucks. The commercial-vehicle division has been recognised as the best 24h truck operation by Daimler Truck AG since 2021.
• Mercedes-Benz Parts and Accessories (Original-Teile, Accessories, Räder & Reifen) Sale of Mercedes-Benz Original-Teile (genuine parts), accessories, original wheels and tyres (Mercedes-Benz Originalreifen), Reifen 1+ programme, Mercedes-Benz Tyre Guarantee, Stay Connected parts promotion, and B2B Connect portal for business customers.
• Vehicle Financing and Leasing Arrangement of vehicle financing and leasing products through Mercedes-Benz Bank and third-party providers, accessible via the lease-deinen-stern.de portal. Covers new, used, and commercial vehicles with varied term and down-payment structures.
• Vehicle Subscription (Auto-Abo) All-inclusive monthly vehicle subscription via abonniere-deinen-stern.de covering insurance, vehicle tax, maintenance, and tyre change. Customer only pays for fuel or charging. Includes passenger car and van subscriptions.
• Mercedes-Benz CharterWay Truck Rental Short- and long-term rental of Mercedes-Benz commercial trucks (including the eActros 600 electric truck) and Fuso light commercial vehicles. TrapoRent rental for transporters. A local truck rental operation also runs from the Mosbach location.
• Vehicle Insurance and Extended Warranties Vehicle insurance intermediation and extended warranty/guarantee products through Assenheimer + Mulfinger VersicherungsService GmbH (registered insurance intermediary with IHK Heilbronn-Franken). Covers passenger and commercial vehicles with multiple coverage tiers.
• Vehicle Trade-in / Ankauf The company purchases used vehicles from customers regardless of brand, model, or age, providing a market-reflective valuation and facilitating trade-in toward a new or used vehicle purchase.
• Bike Sales, Leasing, and Service Sale, lease, and service of bicycles and e-bikes operated through a dedicated Bike-Store at Heilbronn. Bike leasing through salary-sacrifice schemes offers up to 40% savings versus retail purchase. Services all bike brands year-round.
• Online Sales and Consultation Digital sales and advisory service allowing customers to purchase vehicles and receive consultation remotely. Contact channels include online form, WhatsApp, telephone, and the Lime Connect (Userlike) live chat. Used car online purchase and consultation fully supported.
• Electromobility Advisory (e-Mobilio) Online electromobility advisory service powered by the e-mobilio platform providing prospective EV buyers with information about electric vehicles, charging infrastructure, and available subsidies and grants.
• jomobi.de Mobility Portal Proprietary online mobility portal aggregating vehicle subscription (Abo), leasing, financing, and purchase options across the company's full vehicle portfolio, enabling customers to find and compare mobility solutions in one place.
• Autodienst Burkart Van and Transporter Service Specialised van and transporter service operation located in Neckarsulm-Obereisesheim providing maintenance, repair, and after-sales services for commercial vans and transporters under the AssenheimerMulfinger umbrella.
• Statutory Vehicle Inspections Performance of legally mandated German vehicle inspections (TÜV / Hauptuntersuchung) for passenger cars, vans, and trucks across the group's workshop locations.
• Used Vehicles (Gebrauchtwagen) Sale of general used vehicles including non-Mercedes-Benz brands (BMW, VW, Audi, ŠKODA, Volvo, Land Rover, Peugeot, Ford, Hyundai, MG, Cadillac, Cupra, Dodge, Kia, Mazda, Mitsubishi, Opel, Porsche, Polestar, Seat). Listed on the in-house inventory as well as eBay marketplace.
• Workshop Service Campaigns and Fixed-Price Services Time-limited workshop service promotions (Aktionen) and standardised service packages (Festpreise) offered across the group, alongside individual price-quote requests (Preisanfrage) for non-standard work.
• B2B Connect Parts Portal Dedicated business-customer portal for ordering Mercedes-Benz Original parts and accessories for commercial fleets and workshops.

Quantifiable outcome

• Vehicle inventory of 978 cars across all categories
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Mercedes-Benz AGcoreChannel Partner/ Reseller/ DistributorPrimary brand partner and authorised Mercedes-Benz dealer. AssenheimerMulfinger is an official Mercedes-Benz passenger car (Pkw) and commercial vehicle (Nutzfahrzeug) dealer. The partnership grants rights to sell new Mercedes-Benz vehicles, use the brand identity, access proprietary service systems (Mercedes-Benz Uptime, Mercedes me, My TruckPoint), and operate certified service workshops with genuine parts. The company also operates an AMG Performance Center and a dedicated smart center (smart is a Mercedes-Benz brand).
• Daimler Truck AGcoreChannel Partner/ Reseller/ DistributorOfficial Daimler Truck AG commercial vehicle dealer for Mercedes-Benz trucks (Lkw) and Fuso light commercial vehicles. Operates Nutzfahrzeug-Center at Neckarsulm-Obereisesheim with TruckWorks certified service, Mercedes-Benz CharterWay truck rental, and 24/7 service capability. The company is regularly recognised by Daimler Truck AG as a top-performing 24h truck service operation (awarded 'Bester Truck-Betrieb beim Service 24h' since 2021).
• AutoArena (Marke von AssenheimerMulfinger)coreOthersAutoArena is a sub-brand of AssenheimerMulfinger focused on high-end used vehicle sales. It operates as a distinct branded showroom and sales channel within the group, specialising in premium and performance used vehicles. Website URL autoarena.de and physical presence at Heilbronn. Also active in motorsport through the AutoArena Motorsport team.
• AM Autovermietung GmbH & Co. KGminorStrategic or Co-development PartnerJoint data controller with Assenheimer + Mulfinger GmbH & Co. KG for marketing activities (per Datenschutzerklärung). AM Autovermietung GmbH & Co. KG shares operational synergy as a related mobility services entity within the same business group. Tel: 07132 968-0, [email protected].
• Deutscher Mittelstands-Bund (DMB) e.V.minorGTM or Marketing PartnerPartnership offering exclusive pricing on smart #5 Premium and smart #5 BRABUS models to DMB e.V. member companies. Provides preferential access to electric mobility at special conditions as a member benefit, driving EV adoption among small and medium business members.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Lueg Group: German automotive dealer group based in Essen operating Mercedes-Benz, smart, and other franchises. Comparable as a regional full-service Mercedes-Benz dealer with similar commercial vehicle, service, and used-car capabilities across NRW.
• AVAG Holding SE: Augsburg-based German automotive dealer group operating multiple OEM franchises including Mercedes-Benz across southern Germany. Directly comparable as a multi-brand, multi-location franchised dealer group with overlapping service, financing, and fleet capabilities.
• Senger Group: Northern German Mercedes-Benz and multi-brand dealership group headquartered in Rheine. Comparable as a Mercedes-Benz-heavy franchised dealer with similar new/used vehicle, service, and commercial vehicle operations across multiple Lower Saxony and North Rhine-Westphalia locations.
• Emil Frey Group: Swiss-headquartered automotive retail group with significant German operations across Mercedes-Benz, BMW, Audi, and other premium brands. Comparable as a family-owned, multi-location European dealer group with similar franchise mix and full lifecycle service model.
• Rosier Group: Mercedes-Benz partner dealer group operating across northern and western Germany. Comparable as a multi-location Mercedes-Benz franchise dealer with similar new vehicle, certified pre-owned, and commercial vehicle offerings.
• Beresa Group: Mercedes-Benz dealer group in Münster and surrounding regions offering passenger cars, vans, and trucks with full after-sales service. Comparable as a regional Mercedes-Benz franchise dealer with parallel commercial vehicle and service operations.

Emerging players

• Heycar (Volkswagen Financial Services): Digital-first used-car platform backed by Volkswagen Financial Services focused on quality certified vehicles. Emerging competitive pressure on traditional dealer used-car operations including the Junge Sterne and AutoArenA programs.

Others

• mobile.de (Adevinta): Leading German online vehicle marketplace for new and used cars. Adjacent infrastructure provider; AssenheimerMulfinger lists used vehicles on mobile.de and similar platforms as part of their multi-channel distribution.
• AutoScout24 GmbH: Europe's largest online vehicle marketplace connecting buyers and sellers. Adjacent rather than directly competitive; AssenheimerMulfinger uses marketplaces like AutoScout24 as a listing channel for used inventory while operating their own jomobi.de portal.

Broad incumbents

• Mercedes-Benz AG (manufacturer): Parent manufacturer and franchise principal for AssenheimerMulfinger. The dealer operates exclusively as a Mercedes-Benz / smart / AMG franchise partner, so the manufacturer's strategic decisions on direct sales, agency models, and product allocation directly shape dealer economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookde-de.facebook.com/mercedesbenzAssenheimerMulfinger
• LinkedInlinkedin.com/company/assenheimer-mulfinger-gmbh-co-kg

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries2 records

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 Assenheimer + Mulfinger GmbH & Co. KG