Auto Müller GmbH & Co. KG

What Auto Müller GmbH & Co. KG does

Auto Müller GmbH & Co. KG is a third-generation family-owned automotive retail and service group headquartered in Hof, Bavaria, operating under a GmbH & Co. KG structure with Auto Müller Beteiligungs GmbH as personally liable partner. Founded in 1879 and a certified Mercedes-Benz partner since 1964, the company runs a 10-location multi-brand dealership network across northern Bavaria and southern Thuringia (Hof, Naila, Kronach, two sites in Coburg, Neustadt/Orla, Saalfeld, Plauen, Auerbach, and a sales outpost in Weißendorf operated in partnership with Autohaus Z+W). Alexander Müller serves as Managing Director.

The group sells new passenger and commercial vehicles across Mercedes-Benz, Hyundai, smart (fully electric urban vehicles), and Mercedes-Benz Trucks/FUSO, alongside certified pre-owned programs (Junge Sterne, Hyundai Promise, NGC for commercial vehicles). Revenue is generated through a combination of unit-priced vehicle sales, recurring leasing and rental streams (including Hyundai leasing and Mercedes-Benz Rent/CharterWay), professional-service after-sales work (maintenance, repairs, paint and bodywork), parts and accessories sales, and trade-in/valuation transactions. Customer segments span private retail consumers, SMEs, fleet and commercial transport operators, and emergency-services personnel via a dedicated Hyundai program.

The operating model is a traditional dealership-plus-services architecture with a digital wrapper: the website lists 606 vehicles with online inquiry and appointment-booking integrated with the MercedesMe backend, supported by standard marketing and analytics tooling (CleverReach, Userlike, Google Analytics/Ads/Maps, Mobile.de via WPCarSync). No proprietary technology platform or AI/ML capability is disclosed; differentiation rests on certified OEM franchise rights, multi-brand coverage, regional density, and family-business continuity rather than technology.

Name

Auto Müller GmbH & Co. KG

Legal name

Auto Müller GmbH & Co. KG

Website

https://automueller.de

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

11–50 employees

Short description

Auto Müller GmbH & Co. KG is a third-generation, family-owned multi-brand automotive dealership group operating 10 locations across Bavaria and Thuringia, selling and servicing Mercedes-Benz, Hyundai, smart, and FUSO vehicles for private and commercial customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Hof, Bavaria

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, Technology or R&D

Revenue model

1. Vehicle Sales: Sale of new and used vehicles (Mercedes-Benz, Hyundai, smart, FUSO trucks) including certified pre-owned programs (Junge Sterne, Hyundai Promise, NGC for commercial vehicles)
2. Vehicle Leasing and Financing: Hyundai leasing offerings for private and commercial customers with monthly payment plans
3. Vehicle Rental: Short and long-term vehicle rentals for replacement mobility, travel, or temporary needs. Mercedes-Benz Rent and CharterWay services available
4. After-Sales Service and Repairs: Warranty maintenance, inspections, repairs, body and paint work, tire services for passenger cars and commercial vehicles
5. Parts and Accessories: Sale of original parts and accessories for all represented brands
6. Vehicle Purchase: Vehicle valuation, purchase, and trade-in services when switching vehicles

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Multi-brand automotive dealership selling new Mercedes-Benz, Hyundai, smart, and FUSO commercial vehicles, plus certified pre-owned programs (Junge Sterne, Hyundai Promise, NGC), vehicle leasing and financing, short- and long-term rentals, and full after-sales services (passenger and commercial workshop, paint and bodywork, tire service, parts sales, trade-in) across 10 locations in Bavaria and Thuringia, Germany.

Product overview

Auto Müller GmbH & Co. KG is a third-generation family-owned automobile dealership and service center operating as a certified Mercedes-Benz partner since 1964. The company operates a multi-brand portfolio selling new Mercedes-Benz, Hyundai, smart, and truck/FUSO vehicles, alongside certified pre-owned programs (Junge Sterne for Mercedes-Benz, Hyundai Promise, and NGC for commercial vehicles). The business combines vehicle sales with comprehensive after-sales services including maintenance, repairs, bodywork, vehicle rental (Mercedes-Benz Rent, CharterWay), leasing, and electromobility advisory. The product architecture follows a dealership-plus-services model: core revenue streams are new and used vehicle sales, supplemented by service departments, financial services, and digital appointment booking integrated with manufacturer systems.

Differentiator

Problem solved

Functional benefit

Brands

• Junge Sterne: Certified pre-owned Mercedes-Benz vehicles program with verified quality standards
• Hyundai Promise

Products and services

• Mercedes-Benz New Vehicles

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

One partnership is on record.

• Mercedes-BenzcoreChannel Partner/ Reseller/ Distributor · 1 January 1964Certified Mercedes-Benz dealership partner since 1964. Offers new Mercedes-Benz passenger vehicles, commercial vehicles, smart vehicles, and FUSO trucks. Certified pre-owned 'Junge Sterne' program. Full manufacturer warranty service and maintenance.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• ROSIER Gruppe: Mercedes-Benz authorized dealer group in Germany operating multi-brand passenger and commercial vehicle sales and service. Directly comparable as a regional Mercedes-Benz-led dealer with similar franchise mix.
• Senger Gruppe: German multi-brand automotive dealer group with strong Mercedes-Benz representation across multiple federal states. Comparable as a regional multi-brand group running new/used sales, OEM service and fleet operations on a similar footprint model to Auto Müller.
• Hahn Gruppe: German family-owned multi-brand automotive dealer group with nationwide footprint across multiple OEM franchises. Comparable as a multi-brand, multi-location dealer with similar full-service sales and after-sales model.
• AVAG Holding SE: Augsburg-based German multi-brand automotive dealer group operating a broad portfolio of OEM franchises with sales, service and commercial vehicle operations. Directly comparable as a multi-brand regional dealer network with similar revenue mix to Auto Müller.
• Herbrand Gruppe: German multi-brand automotive dealer group with multiple OEM partnerships and full-service sales/after-sales operations. Comparable as an independent multi-brand dealer group running passenger and commercial franchises at regional scale.
• LUEG Gruppe: German multi-brand automotive dealer group running sales, service and fleet operations across multiple locations. Comparable as a multi-brand independent dealer group with similar revenue streams (new, used, service, fleet).

Broad incumbents

• Emil Frey Gruppe: Switzerland-headquartered, pan-European automotive retail group operating a vast multi-brand portfolio across passenger and commercial vehicles. Comparable to Auto Müller by business model but materially larger in scale, providing a scaled-incumbent benchmark.

Emerging players

• Auto1 Group SE: Berlin-based digital used-car platform operating Auto1.com and Autohero brands with technology-led inventory and remarketing. Adjacent peer reflecting the digital-first competitive pressure facing traditional dealers like Auto Müller in the used-car segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@automulleraktuell
• Facebookfacebook.com/automueller.aktuell?locale=de_DE
• LinkedInlinkedin.com/company/automueller
• Instagraminstagram.com/automueller

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 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 Auto Müller GmbH & Co. KG