Garage Binsfeld

What Garage Binsfeld does

Garage Binsfeld is a privately held, family-owned automotive dealership group based in Luxembourg, founded in 1966 and currently managed by gérant Yves Binsfeld as the third generation of family leadership. The company operates as an authorized dealer for three OEMs — Kia, Mazda, and Fuso (Daimler Truck) — across two showroom locations: a flagship site in Schifflange housing the Kia passenger lineup and Fuso commercial vehicles, and a secondary site in Differdange dedicated to the Mazda brand and used vehicles. Service offerings span new and used vehicle sales, private and professional leasing, financing intermediation (via Alpha Credit s.a.), maintenance and repair, bodywork, commercial vehicle upfitting, tire storage and replacement, windshield replacement, and air conditioning services.

The company's product portfolio is anchored to manufacturer-supplied vehicles with no proprietary technology stack of its own. Its competitive positioning rests on three pillars: OEM-validated service quality (evidenced by Kia Platinum Prestige, Best Service Award, and Trophée 10 ans), a 60-year operational track record in southern Luxembourg's industrial corridor, and full-service integration from financing through after-sales under one roof. Revenue is generated through one-time vehicle margins, recurring workshop service revenue, and transaction-fee income on financing and leasing arrangements. Pricing is model-specific, with new vehicles ranging from approximately €22,811 (Kia Picanto) to €67,240 (Kia EV9), and monthly lease rates published from €179 (Kia EV2) to €447 (Mazda MX-5 RF). The customer base is split between individual consumers purchasing personal vehicles and professionals/businesses procuring commercial fleets and custom upfits, with no publicly identified large enterprise anchors.

Name

Garage Binsfeld

Legal name

Garage Binsfeld

Website

https://garage-binsfeld.lu

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

1–10 employees

Short description

Garage Binsfeld is a third-generation family-owned authorized automotive dealership in Luxembourg, selling new Kia, Mazda, and Fuso vehicles plus used cars across two showrooms in Schifflange and Differdange, with full after-sales, financing, and commercial vehicle upfitting services.

Ownership category

akta.pro rank

Headquarters

HQ city

Schifflange

HQ country

Luxembourg

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new and pre-owned vehicles across Kia, Mazda, and Fuso brands. Revenue generated from the margin between wholesale acquisition and retail sale prices, with additional revenue from optional accessories and add-ons at point of sale.
2. After-Sales Services: Ongoing revenue from vehicle maintenance, repairs, bodywork (carrosserie), tire services, glass repair, and air conditioning services. Creates recurring customer relationships post-vehicle-sale.
3. Financing and Leasing: Facilitation of vehicle financing and leasing arrangements, earning commissions or margin on financial products offered to customers through partner lenders.
4. Parts and Accessories: Sale of genuine parts and accessories for vehicles, including Kia accessories and other brand-specific components.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Garage Binsfeld is an authorized multi-brand automotive dealership in Luxembourg selling new Kia, Mazda, and Fuso vehicles as well as pre-owned cars. It complements sales with after-sales services including maintenance and repair, bodywork, commercial vehicle customization, tire services, glass replacement, air conditioning servicing, financing, leasing, and trade-in, operating from two showrooms in Schifflange and Differdange.

Product overview

Garage Binsfeld operates as a traditional multi-brand automobile dealership and service center in Luxembourg. The company sells new vehicles from three brands (Kia, Mazda, and Fuso) along with a selection of used vehicles. The product portfolio centers on Kia's electric vehicle lineup including EV2, EV3, EV4, EV5, EV6, EV9 and their GT variants, plus the PBV (Purpose Built Vehicle) PV5 series in both Cargo and Passenger configurations. Mazda offerings include the MAZDA3, CX-30, CX-5, MX-5 Roadster and MX-5 RF models. Fuso commercial vehicles are also available. Beyond vehicle sales, the company provides comprehensive after-sales services including vehicle financing/leasing, maintenance and repair, bodywork, commercial vehicle customization, tire services, windshield replacement, air conditioning services, and replacement vehicles. The business has two locations in Schifflange (Kia showroom and workshop) and Differdange (Mazda showroom).

Differentiator

Problem solved

Functional benefit

Products and services

• Kia Vehicles New Kia passenger vehicles including EV2, EV3, EV4, EV5, EV6, EV6 GT, EV9, EV9 GT and the PV5 range, sold and leased through the Schifflange showroom to individual and business customers.
• Mazda Vehicles New Mazda models including MAZDA3 Hatchback, MAZDA3 Sedan, CX-30, CX-5, MX-5 Roadster, and MX-5 RF, sold exclusively through the Differdange showroom.
• Fuso Commercial Vehicles Light commercial vehicles and utility vans from Fuso (Daimler Truck), offered for sale to business customers at the Schifflange location.
• Used Vehicles Pre-owned cars from various brands including Kia and Subaru, available across both showrooms with financing options.
• Private and Professional Leasing Private lease for individuals and professional lease for businesses and self-employed professionals, with indicative monthly rates published per model and configurable deposit, mileage, and term.
• Vehicle Financing Consumer credit and installment loan facilitation for vehicle purchases, arranged through partner lender Alpha Credit s.a. with Garage Binsfeld acting as credit intermediary.
• Vehicle Trade-In Trade-in evaluation and acceptance of customers' existing vehicles as part of a new vehicle purchase.
• Vehicle Maintenance and Repair Routine servicing and mechanical repairs performed by certified technicians for all brands sold at the dealership.
• Bodywork Services Body repair and painting services for vehicles following accidents or damage.
• Commercial Vehicle Customization Custom fitting and modification of utility and commercial vehicles to meet specific business needs.
• Tire Services Tire fitting, replacement, and seasonal tire storage.
• Windshield and Glass Replacement Broken glass replacement services for vehicle windshields and windows.
• Air Conditioning Services Vehicle air conditioning system maintenance, repair, and recharge services.
• Replacement Vehicle Service Loaner/temporary replacement vehicle provided to customers while their own vehicle is in for servicing or repair.
• Genuine Parts and Accessories Original manufacturer parts and accessories (including Kia accessories) sold to vehicle owners.

Quantifiable outcome

• Recognized with Kia Platinum Prestige trophy from Kia Motors
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 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 and secondary.

• Kia MotorscoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Kia brand vehicles in Luxembourg. Receives vehicle allocation, brand standards, training, marketing support, and dealer incentives from Kia Motors. Subject to Kia's international dealer standards and quality requirements. Multiple awards received recognizing dealer excellence.
• Mazda Motor CorporationcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Mazda brand vehicles in Luxembourg, specifically operating the Differdange showroom exclusively for Mazda models. Receives vehicle supply, brand guidelines, and technical support from Mazda.
• Fuso (Daimler Truck)secondaryChannel Partner/ Reseller/ DistributorAuthorized dealer for Fuso commercial vehicles at the Schifflange location. Offers light commercial vehicles and utility solutions for business customers alongside the Kia passenger vehicle lineup.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Regional players

• Bilia AB: Nordic region automotive retailer with full-service dealership operations. Operates a comparable authorized multi-brand dealership + service model, but primarily in Scandinavia rather than Luxembourg/Benelux.

Broad incumbents

• Inchcape plc: London-listed global automotive distributor and retailer with a presence across multiple markets. Overlaps with Garage Binsfeld in the authorized-distribution business model for multiple OEMs, though at substantially larger scale and broader geographic footprint.
• Emil Frey Group: Switzerland-headquartered pan-European automotive retailer operating hundreds of dealerships across multiple brands and countries. Comparable at the business-model level (multi-brand authorized dealer with full service) but at much larger scale than Garage Binsfeld.
• Hedin Mobility Group: Swedish-headquartered European automotive retail and distribution group operating multi-brand dealerships across several EU markets. Comparable authorized-dealer business model to Garage Binsfeld, at much larger scale.

Direct peers

• Hess Automobile: Luxembourg automotive retail group operating new and used vehicle sales plus service centers. Operates as a multi-brand authorized dealer in the same market as Garage Binsfeld with comparable scale and service offerings.
• Losch: Luxembourg-based automotive distribution and dealer group operating multiple brands across passenger and commercial vehicles. Direct competitor in the same small market, with overlapping brand portfolios (including commercial OEMs) and similar full-service dealership model.
• Autopolis: Luxembourg multi-brand automobile dealer with showrooms in the country, offering new and used vehicles plus after-sales services. Direct competitor to Garage Binsfeld in the same geography and customer segment.

Others

• Auto1 Group SE: Berlin-based digital used-car platform operating across Europe. Not a direct dealership competitor, but represents an emerging channel that competes with traditional dealers for used-car retail demand in the same European geographies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/garage-binsfeld

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Garage Binsfeld