What Ebeling does

Peter Ebeling Ersatzteile (operating as Ebeling) is a German specialist retailer of spare parts for VW classic vehicles, headquartered in Hoppegarten near Berlin. Founded by Peter Ebeling in 1975, who began his career at VW Wolfsburg in the 1950s, the company focuses on the VW Käfer (Beetle, including pre-1967 Brezelkäfer and Ovali models), the VW Käfer Cabrio, and the VW Typ 82/166 Kübelwagen. Its core function is sourcing and distributing both new and rare used replacement parts, repair/overhaul kits, literature, and tools — addressing the gap left by VW's discontinuation of early-model part support.

The product portfolio is organized across all major vehicle systems (engine, transmission, front/rear axle, brakes, frame/chassis, body, and electrical) and spans three sourcing tracks: the proprietary "Old Ebeling" house brand manufactured exclusively for the company, the high-quality VEWIB branded range (added under a 2021 official partnership and extended in 2025 to post-08.67 models), and salvaged/used parts (Gebrauchtteile). The technology stack is a standard Shopify e-commerce storefront (peter-ebeling.de) with no proprietary software; the key operating assets are the curated catalog and the founder's domain expertise rather than software.

The business model is direct-to-consumer retail via the own e-commerce storefront plus a physical walk-in location in Hoppegarten (with limited Monday/Thursday/Saturday hours). Revenue is generated through one-time per-unit sales of parts and accessories priced individually (e.g., €0.45–€68 per item), with no subscription tiers, no B2B/enterprise contracts, and no third-party marketplace presence. The company ships across Germany and into other European countries and maintains a modest marketing footprint via an email newsletter (Ebeling-Rundbrief), a company blog, and a Facebook page.

Name

Ebeling

Legal name

Peter Ebeling Ersatzteile

Website

https://peter-ebeling.de

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

1–10 employees

Short description

Peter Ebeling Ersatzteile is a German e-commerce and walk-in retailer specializing in spare parts, repair kits, and accessories for VW classic vehicles (Käfer, Cabrio, Typ 82/166), serving individual restorers across Germany and Europe.

Ownership category

akta.pro rank

Headquarters

HQ city

Hoppegarten

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail and E-commerce Parts Sales: Revenue generated from the sale of physical replacement parts for VW classic vehicles (VW Käfer, VW Typ 82 Kübelwagen, VW Typ 166) and related accessories, literature, and tools. Sales occur through an online e-commerce storefront and a physical walk-in retail location. Each sale is a one-time transaction; there is no recurring or subscription revenue model described.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Peter Ebeling is a specialist e-commerce and walk-in retailer of replacement parts for VW classic vehicles, primarily the VW Käfer (Beetle), VW Käfer Cabriolet, VW Typ 82 Kübelwagen, and VW Typ 166. The offering covers all major vehicle systems (engine, transmission, axles, brakes, chassis, body, electrical) and includes new aftermarket parts (incl. VEWIB branded line), rare salvaged used parts, repair/overhaul kits, the proprietary "Old Ebeling" house brand, literature/operating manuals, and accessories.

Product overview

Peter Ebeling is a specialized e-commerce retailer offering spare parts for VW classic vehicles, primarily the VW Käfer (Beetle), VW Käfer Cabrio, and VW Typ 82/166 Kübelwagen. The company operates as a single unified online store with multiple product categories organized by vehicle type and component systems. Core offerings include their own 'Old Ebeling' house brand, VEWIB branded parts (as an official VEWIB partner), repair/overhaul kits, rare used parts, and accessories. Products are organized by vehicle model (Käfer, Cabriolet, Typ 82/166) and by component groups (motor, transmission, chassis, body, electrical). The company also offers literature and tools. Business operations include retail sales (by appointment on Mondays and Thursdays) and online ordering with shipping.

Differentiator

Problem solved

Functional benefit

Brands

• Old Ebeling: Exclusive house brand manufactured specifically for the company, featuring products like gaskets, splints, and specialized parts for VW classic vehicles
• VEWIB

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• VEWIBcoreChannel Partner/ Reseller/ DistributorPeter Ebeling is an official VEWIB partner and sells VEWIB replacement parts for air-cooled VW classic vehicles. VEWIB is a manufacturer/supplier of high-quality replacement parts for VW classics including Käfer, Käfer Cabriolet, Karmann Ghia, Typ 3/Typ 4, VW Bus/Transporter, Typ 181 Kurierwagen, VW Golf, and other vehicles. Peter Ebeling promotes VEWIB products as high-quality parts ('Hochqualitative Ersatzteile von VEWIB') and offers a dedicated VEWIB product catalog on their website.

Scale indicators3 records

Recent moves3 records

Expansion highlights3 records

Direct peers

• Wolfsburg West: Historically recognized US manufacturer of high-quality reproduction VW parts for Käfer, Bus, and Karmann Ghia. Direct comparable in classic VW parts specialization and quality positioning, though now operating at reduced scope.
• Mid America Motorworks: Large US retailer of parts and accessories for air-cooled VW and Porsche, including restoration components, accessories, and lifestyle merchandise. Comparable in serving the classic VW enthusiast community with a multi-channel model and similar SKUs.
• JBugs: US-based online retailer of classic VW Käfer and Bus restoration parts, with broad catalog across engine, transmission, body, and electrical systems. Directly comparable multi-channel classic VW parts retailer serving DIY restorers.
• Klassic Fab: US manufacturer of reproduction body panels and chassis parts for early VW Käfer and Karmann Ghia, including floors, heater channels, and front aprons. Directly comparable as a classic VW parts specialist targeting the same restoration customer.
• Custom & Speed Parts (CSP): Germany-based manufacturer and retailer specializing in aftermarket and performance parts for air-cooled VW Käfer, Bus, and Type 3. Direct comparable in the German classic VW parts market, with similar product breadth and customer base and overlapping geographic reach.
• Cip1: Long-established US-based retailer specializing in air-cooled VW classic parts, carrying new and reproduced replacement parts for Käfer, Bus, Karmann Ghia, Type 3 and Thing. Direct comparable in product mix and customer base, with parallel catalog breadth across engine, body, and electrical systems.
• German Supply: US-based retailer of German auto parts with significant classic VW Käfer and Bus offerings, including restoration parts, accessories, and literature. Comparable in classic VW parts retail and German-heritage positioning, though serving a different geographic market.

Regional players

• VW Heritage: UK classic VW parts specialist serving Käfer, Bus, Type 25, and Karmann Ghia owners with new and reproduction parts. Comparable product offering but geographically focused on the United Kingdom, only loosely competing with Ebeling's DACH-centric footprint.
• Heritage Parts Centre: UK-based retailer of classic VW parts (Käfer, Bus, Karmann Ghia, Type 3, Type 4) with extensive reproduction and used parts catalog. Comparable in product mix but primarily serves the UK market rather than Continental Europe.

Broad incumbents

• Volkswagen Classic Parts: Volkswagen AG's official classic parts program selling new-old-stock and reproduction parts for classic VW models through partnered dealers. Broad incumbent addressing similar demand but with OEM backing and a wider but shallower catalog across many brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/peterebelingberlin
• LinkedInlinkedin.com/company/ebeling

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 Ebeling