AutoArenA

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.

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

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

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

Headquarters

HQ city

Neckarsulm, Neckarsulm

HQ country

Germany

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. Aftersales Service & Maintenance: Workshop services including maintenance, repairs, accident damage repair, mobile service, 24h service for trucks. Covers Pkw, vans, and trucks.
3. Parts & Accessories: Mercedes-Benz original parts, accessories, wheels and tires sales through dedicated parts shop.
4. Financing & Leasing: Vehicle financing through Mercedes-Benz Bank partnerships, leasing through lease-deinen-stern.de portal, and vehicle subscriptions through abonniere-deinen-stern.de.
5. Vehicle Rental: Short-term and long-term vehicle rental including Pkw, transporter, and truck rental. Weekend rental promotions for electric Mercedes models.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers3 records

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

Eight partnerships are on record, tiered core and minor.

• Mercedes-Benz AGcoreChannel Partner/ Reseller/ DistributorOfficial 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.
• smartcoreChannel Partner/ Reseller/ DistributorOfficial smart dealer operating smart center in Heilbronn, offering smart electric vehicles including smart #1, smart #3, and upcoming smart #2.
• Daimler Truck AGcoreChannel Partner/ Reseller/ DistributorOfficial 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.decoreGTM or Marketing PartnerOnline leasing portal integrated with AssenheimerMulfinger operations for Mercedes-Benz vehicle leasing products.
• abonniere-deinen-stern.decoreGTM or Marketing PartnerVehicle subscription portal offering all-inclusive car subscriptions with maintenance and insurance included.
• jomobi.decoreGTM or Marketing PartnerComprehensive mobility platform combining vehicle subscription, leasing, financing, and rental options. One-stop portal for various mobility solutions.
• AM Autovermietung GmbH & Co. KGminorStrategic or Co-development PartnerJoint marketing partnership for processing marketing measures. Located at Südstraße 40, 74072 Heilbronn, same address as AssenheimerMulfinger headquarters.
• Deutscher Mittelstands-Bund (DMB e.V.)minorGTM or Marketing PartnerPartnership 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

Emerging 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

• Facebookde-de.facebook.com/mercedesbenzAssenheimerMulfinger
• LinkedInlinkedin.com/company/autoarena

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries11 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 AutoArenA