AutoArenA
AutoArenA is a sub-brand of AssenheimerMulfinger, a family-owned German Mercedes-Benz, smart, and Daimler Truck authorized dealership group operating 12+ locations across Baden-Württemberg, offering new and certified pre-owned vehicle sales, financing, leasing, subscription, rental, parts, and aftersales services to individuals, business fleets, and trades/logistics customers.
- Company typePrivate
- Founded1911
- HeadquartersNeckarsulm, Neckarsulm, Germany
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What AutoArenA does
AutoArenA is a sub-brand and operating label of AssenheimerMulfinger, a family-owned German automotive dealership group headquartered in Öhringen and tracing its Mercedes-Benz partnership to 1911. The business operates as an authorized dealer for Mercedes-Benz passenger cars (Pkw), Mercedes-Benz Vans/Transporters, Mercedes-Benz Trucks, and smart electric vehicles, alongside Fuso commercial vehicles, across 12+ physical locations spanning Heilbronn, Neckarsulm-Obereisesheim (commercial vehicle center), Autodienst Burkart, Öhringen, Mosbach, Eppingen, Walldürn, Sinsheim-Rohrbach, Bad Rappenau (internal service center), and a newly opened Ludwigsburg showroom (Alte Reithalle, urbanharbor) launched January 1, 2026. The group also operates dedicated sub-brands including the AMG Performance Center, smart center Heilbronn, Nutzfahrzeug-Center, Junge Sterne (certified pre-owned), and CharterWay truck rental.
The product and service surface covers the full automotive lifecycle: new and used vehicle sales (Mercedes-Benz, smart, Fuso), certified pre-owned programs (Junge Sterne, smart certified), vehicle financing through Mercedes-Benz Bank, leasing via the lease-deinen-stern.de portal, all-inclusive vehicle subscriptions via abonniere-deinen-stern.de, short- and long-term rental, genuine parts and accessories, full aftersales (maintenance, repair, accident repair, mobile service, 24h truck service, contactless workshop intake, air conditioning service), captive insurance via Assenheimer + Mulfinger VersicherungsService GmbH, and bike/e-bike leasing and sales. Underlying technology consists of an integrated digital retail platform (assenheimer-mulfinger.de) with online vehicle search, online purchase/consultation, digital appointment booking, and WhatsApp/messenger-based customer communication, connected to manufacturer portals (Mercedes me, Mercedes-Benz Uptime, My TruckPoint) and the group's jomobi.de mobility portal that unifies subscription, leasing, financing, and rental channels.
The revenue model combines one-time vehicle sales (new and used) as the largest stream, recurring aftersales service revenue, transaction-fee revenue from financing and leasing through Mercedes-Benz Bank partnerships, subscription recurring revenue (vehicle Abo), usage-based rental revenue, parts and accessories margin, and insurance intermediation. Go-to-market is hybrid: enterprise field sales with on-site mobile consultation for fleet, trades, and logistics customers; direct-to-consumer sales through physical showrooms; and digital sales/inquiry via website, email, WhatsApp, and Facebook/Instagram. End customers fall into two primary segments — individual consumers (Privatkunden) and business customers (Geschäftskunden, including fleet operators and trades/logistics) — with a tertiary electric-vehicle enthusiast segment targeted via government subsidy promotions beginning January 2026. Legal structure comprises the primary limited partnership Assenheimer + Mulfinger GmbH & Co. KG, a regional operating entity Assenheimer + Mulfinger Odenwald GmbH & Co. KG, and the insurance subsidiary Assenheimer + Mulfinger VersicherungsService GmbH.
AutoArenA firmographics
Firmographics- Name
- AutoArenA
- Legal name
- Assenheimer + Mulfinger GmbH & Co. KG
- Website
- https://assenheimer-mulfinger.de
- Company type
- Private
- Founded year
- 1911
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- AutoArenA is a sub-brand of AssenheimerMulfinger, a family-owned German Mercedes-Benz, smart, and Daimler Truck authorized dealership group operating 12+ locations across Baden-Württemberg, offering new and certified pre-owned vehicle sales, financing, leasing, subscription, rental, parts, and aftersales services to individuals, business fleets, and trades/logistics customers.
- Ownership category
- akta.pro rank
AutoArenA industry classification
Industry- Product category
- Automotive Dealership
- NAICS
- Motor Vehicle and Parts Dealers (441), Used Car Dealers (44112), Automotive Parts and Accessories Retailers (44133)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500), Services-Auto Rental & Leasing (No Drivers) (7510)
- akta.pro primary industry
- New & Used Auto Purchase Loans (FSAKADAA)
- akta.pro secondary industry
- Auto & Vehicle Loan Brokerage (FSAEAEAK)
Keywords
Where AutoArenA is headquartered
LocationHeadquarters
- HQ city
- Neckarsulm, Neckarsulm
- HQ country
- Germany
- HQ region
- Europe
Offices10 records
Markets served
AutoArenA business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Vehicle Sales (New & Used): Sales of new Mercedes-Benz vehicles (Pkw, Vans, Trucks) and used vehicles including certified 'Junge Sterne' pre-owned Mercedes vehicles. Multiple vehicle categories including passenger cars, commercial vans, and trucks.
- Aftersales Service & Maintenance: Workshop services including maintenance, repairs, accident damage repair, mobile service, 24h service for trucks. Covers Pkw, vans, and trucks.
- Parts & Accessories: Mercedes-Benz original parts, accessories, wheels and tires sales through dedicated parts shop.
- Financing & Leasing: Vehicle financing through Mercedes-Benz Bank partnerships, leasing through lease-deinen-stern.de portal, and vehicle subscriptions through abonniere-deinen-stern.de.
- Vehicle Rental: Short-term and long-term vehicle rental including Pkw, transporter, and truck rental. Weekend rental promotions for electric Mercedes models.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Monthly | Vehicle Purchase - Individual pricing per vehicle |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
AutoArenA product offering
Product offeringCore offering
AutoArenA is a brand of AssenheimerMulfinger operating as a multi-location Mercedes-Benz dealership group in Baden-Württemberg, Germany. The company sells new and certified pre-owned Mercedes-Benz passenger cars, vans, trucks, and smart vehicles, and provides integrated financing, leasing, vehicle subscription (Abo), short-term rental, full workshop service and maintenance, original parts and accessories, insurance services, and bicycle offerings across 12+ physical showroom locations complemented by online sales and consultation capabilities.
Product overview
AutoArenA, a brand of AssenheimerMulfinger, operates as a multi-location Mercedes-Benz dealership group offering a comprehensive automotive portfolio. The offering consists of a platform-plus-service model combining new and used vehicle sales (including Mercedes-Benz, smart, vans, and trucks) with integrated financial services (financing, leasing, subscription), maintenance and repair services, parts and accessories, insurance, and bike offerings. AutoArenA provides both in-person dealership experiences across multiple locations and online sales/consultation capabilities through digital platforms.
Differentiator
Problem solved
Functional benefit
Brands
- AMG Performance Center: Mercedes-AMG performance vehicle sales and service center
- smart center
- Nutzfahrzeug-Center
- Junge Sterne
- CharterWay
Products and services
- Mercedes-Benz Neuwagen (New Vehicles)
- Junge Sterne (Certified Pre-Owned)
- Fahrzeug-Abo (Vehicle Subscription)
- Mercedes-Benz CharterWay
- Fahrzeug-Finanzierung (Vehicle Financing)
- Mercedes-Benz Service & Wartung
- Mercedes-Benz Original-Teile & Zubehör
- VersicherungsService (Insurance Services)
- Bikes (Fahrrad)
- smart certified
Quantifiable outcome
- Service 24h recognition - best truck operation since 2021
- +1 more outcomes
Companies that use AutoArenA
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
AutoArenA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AutoArenA partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Mercedes-Benz AGcoreOfficial Mercedes-Benz passenger car (Pkw) dealer representing Mercedes-Benz brand for new vehicle sales, service, and parts. Part of AssenheimerMulfinger network serving Heilbronn and surrounding regions since 1911.
- smartcoreOfficial smart dealer operating smart center in Heilbronn, offering smart electric vehicles including smart #1, smart #3, and upcoming smart #2.
- Daimler Truck AGcoreOfficial Mercedes-Benz commercial vehicle (Lkw) dealer and service partner. Also authorized for FUSO commercial vehicles. Provides Mercedes-Benz Uptime services and 24h truck service.
- lease-deinen-stern.decoreOnline leasing portal integrated with AssenheimerMulfinger operations for Mercedes-Benz vehicle leasing products.
- abonniere-deinen-stern.decoreVehicle subscription portal offering all-inclusive car subscriptions with maintenance and insurance included.
- jomobi.decoreComprehensive mobility platform combining vehicle subscription, leasing, financing, and rental options. One-stop portal for various mobility solutions.
- AM Autovermietung GmbH & Co. KGminorJoint marketing partnership for processing marketing measures. Located at Südstraße 40, 74072 Heilbronn, same address as AssenheimerMulfinger headquarters.
- Deutscher Mittelstands-Bund (DMB e.V.)minorPartnership providing exclusive offers for DMB e.V. members on smart #5 Premium and smart #5 BRABUS vehicles.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
AutoArenA competitors and assessment
Company assessmentEmerging players
- MeinAuto GmbH: German online new-car aggregator that brokers new-vehicle purchases between consumers, leasing providers and dealers. Comparable as a digital channel reshaping new-car purchase behaviour in Germany and creating margin pressure for traditional dealer-sold new vehicles.
- HeyCar GmbH: Berlin-based online used-car marketplace backed by Volkswagen and Daimler. Comparable as a digital channel shaping consumer expectations on selection, transparency, and contact-free purchase that AutoArenA's own digital efforts must match.
- Carwow Ltd: UK-origin online new-car marketplace that has expanded into Germany. Comparable as a digital-first price-discovery platform pulling new-car transactions toward a contactless, dealer-bidding model that traditional franchises must compete with.
- Auto1 Group SE: Berlin-headquartered digital used-car platform operating Autohero retail and Auto1 wholesale across Europe. Comparable as a competitor addressing German vehicle purchasers with a fundamentally different (online-first) go-to-market and an alternative to traditional dealer relationships.
- mobile.de (Adevinta): Germany's leading online car marketplace for new and used vehicles. Comparable as a parallel channel through which German consumers discover and price vehicles, influencing the demand and pricing environment in which AutoArenA sells.
Direct peers
- AVAG Holding GmbH & Co. KG: Large southern-German multi-brand and Mercedes-Bez dealer group headquartered in Augsburg, operating its own service/workshop network and digital customer engagement. Closely comparable as a multi-location, multi-revenue-stream German premium auto dealer group.
Broad incumbents
- Stellantis N.V. Global multi-brand auto manufacturer operating direct and dealer retail in Germany through Stellantis & You. Comparable because, like Mercedes-Benz AG, it sets the franchise terms, digital channels and EV transition cadence that competing dealer groups must respond to.
- Mercedes-Benz AG: Manufacturer partner and indirect competitor via Mercedes-Benz own retail locations and digital sales pilots. Comparable because AutoArenA's revenue and franchise economics are set by Mercedes-Benz AG's brand, allocation, and channel strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
AutoArenA social profiles
Digital presenceAutoArenA financial estimates
Financial estimateRevenue estimate
Valuation estimate
AutoArenA leadership team
Management profileNumber of profiles
Profiles6 records
AutoArenA subsidiaries and ownership
Company hierarchySubsidiaries11 records
AutoArenA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AutoArenA 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 AutoArenA
What does AutoArenA do?
AutoArenA is a brand of AssenheimerMulfinger operating as a multi-location Mercedes-Benz dealership group in Baden-Württemberg, Germany. The company sells new and certified pre-owned Mercedes-Benz passenger cars, vans, trucks, and smart vehicles, and provides integrated financing, leasing, vehicle subscription (Abo), short-term rental, full workshop service and maintenance, original parts and accessories, insurance services, and bicycle offerings across 12+ physical showroom locations complemented by online sales and consultation capabilities.
Is AutoArenA a public or private company?
AutoArenA is a private company. It is classified as family owned and is currently operating.
When was AutoArenA founded?
AutoArenA was founded in 1911. It employs 1 to 10 people.
Where is AutoArenA based?
AutoArenA is headquartered in Neckarsulm, Neckarsulm, Germany, in the Europe region.
How does AutoArenA make money?
Five revenue lines are on record. Vehicle Sales (New & Used) is the primary driver. The others are aftersales Service & Maintenance, parts & Accessories, financing & Leasing and vehicle Rental.
Who are AutoArenA's main competitors?
Emerging players on record are MeinAuto GmbH, HeyCar GmbH, Carwow Ltd, Auto1 Group SE and mobile.de (Adevinta). AVAG Holding GmbH & Co. KG is listed as a direct peer. Broad incumbents are Stellantis N.V. and Mercedes-Benz AG.
Does AutoArenA have an API?
No public API is recorded for AutoArenA.
What industry is AutoArenA in?
AutoArenA's product category is Automotive Dealership. Its primary akta.pro industry code is FSAKADAA, New & Used Auto Purchase Loans, with a secondary code of FSAEAEAK, Auto & Vehicle Loan Brokerage. Its NAICS code is 441 and its SIC code is 5500.