RETRO Messen GmbH

What RETRO Messen GmbH does

RETRO Messen GmbH is a Stuttgart-based private limited company (GmbH) that organizes trade shows and events centered on classic automobile culture and driving heritage across Germany. Founded in 2000 by Karl Ulrich Herrmann as RETRO CLASSICS, the company has positioned the brand as the world's largest trade fair for classic cars and vehicle culture. In early 2023, ownership transferred to AFAG Messen und Ausstellungen GmbH — a family-run trade fair company with over 70 years of tradition — with brothers Henning and Thilo Könicke (AFAG Managing Directors) now leading the business as co-Managing Directors.

The company's core product portfolio comprises three major annual trade shows: RETRO CLASSICS Stuttgart (the flagship), RETRO CLASSICS Bavaria in Nuremberg, and RETRO CLASSICS Essen in the Ruhr region. These are supported by a growing calendar of seasonal events including RETRO Saisonauftakt (season opener, ~1,000 historic vehicles), RETRO Saisonabschluss (season closer), the Festival of Classic Cars at Schloss Reichenschwand with its Concours d'Elegance competition (200+ vehicles, 12 award categories), and OLDTIMERTREFF regular meetups. Ancillary offerings include the Sunday Gazette newsletter, a press distribution service, and pop-up exhibitions such as "RETRO CLASSICS zu Gast im DOQU" at the Dorotheen Quartier in Stuttgart. The underlying technology is conventional event management infrastructure — no proprietary AI, software platform, or technical moat is evident in the data.

The business model is event-driven with revenue generated across four streams: exhibitor fees (classic car dealers, parts vendors, clubs), visitor ticket sales, brand sponsorships, and special event features such as Concours d'Elegance participation (55 EUR per vehicle) and premium parking (15 EUR per vehicle). The go-to-market targets three segments: classic car enthusiasts and hobbyists (the primary persona), classic car dealers and sellers (B2B exhibitors), and automotive industry sponsors seeking access to a targeted demographic. Marketing is conducted through organic social channels (Facebook, Instagram, YouTube), email newsletters, and PR distribution, with distribution handled via direct on-site sales at major German exhibition centers and online registration systems.

Name

RETRO Messen GmbH

Legal name

RETRO Messen GmbH

Website

https://retro-messen.de

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

RETRO Messen GmbH is a Stuttgart-based event management company that organizes Germany's leading classic car trade shows and seasonal automotive culture events — RETRO CLASSICS in Stuttgart, Bavaria, and Essen — serving enthusiasts, dealers, clubs, and automotive sponsors.

Ownership category

akta.pro rank

Product category

Trade Show & Exhibition Services

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Specialty & Historic Venues (Landmarks, Estates) (THAHAAAK)

Keywords

• Classic car trade shows
• Automotive event management
• Vehicle culture exhibitions
• Classic automobile fairs
• Trade fair organization

Headquarters

HQ city

Stuttgart

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Exhibitor Fees: Revenue from automotive dealers, parts vendors, clubs, and other exhibitors who pay to display vehicles and products at RETRO CLASSICS events
2. Visitor Tickets: Revenue from admission fees paid by classic car enthusiasts and general public attending the trade shows and events
3. Sponsorships and Partnerships: Revenue from brand sponsorships and promotional partnerships with automotive industry companies
4. Special Event Features: Revenue from premium offerings such as Concours d'Elegance participation (55 EUR), premium parking spots, and special show areas

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

RETRO Messen GmbH organizes and operates trade shows and events dedicated to classic car culture in Germany. Its portfolio centers on three flagship exhibitions — RETRO CLASSICS Stuttgart, RETRO CLASSICS BAVARIA, and RETRO CLASSICS ESSEN — complemented by seasonal themed events and a Concours d'Elegance competition. The company provides exhibitor booth space, sponsorship packages, and visitor ticketing for these annual events.

Product overview

RETRO Messen GmbH operates a portfolio of trade shows, exhibitions, and events centered on classic automobile culture and driving heritage. The core offering consists of three major annual trade shows: RETRO CLASSICS® Stuttgart (the flagship event), RETRO CLASSICS BAVARIA® in Nürnberg, and RETRO CLASSICS ESSEN® in the Ruhr region. Supporting these are seasonal events including the RETRO Saisonauftakt (season opener), RETRO Saisonabschluss (season closer), OLDTIMERTREFF meetups, and the Festival of Classic Cars at Schloss Reichenschwand. The company also organizes pop-up appearances such as RETRO CLASSICS® zu Gast im DOQU. Complementary services include the Sunday Gazette newsletter and press distribution service for media engagement.

Differentiator

Problem solved

Functional benefit

Brands

• RETRO CLASSICS: The main trade show brand featuring RETRO CLASSICS Stuttgart, RETRO CLASSICS Essen, and RETRO CLASSICS Bavaria events focused on classic automobiles and automotive culture.
• RETRO CLASSICS Stuttgart
• RETRO CLASSICS Essen
• RETRO CLASSICS Bavaria
• Festival of Classic Cars

Products and services

• RETRO CLASSICS Stuttgart

Quantifiable outcome

• Over 1,000 historic vehicles at single seasonal event
• +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

One partnership is on record.

• AFAG Messen und Ausstellungen GmbHcoreStrategic or Co-development PartnerAFAG, a family-owned exhibition company with over 70 years of tradition, acquired RETRO Messen GmbH in 2023. Brothers Henning and Thilo Könicke (AFAG Managing Directors) now lead RETRO Messen. AFAG brings extensive exhibition management expertise and infrastructure to support RETRO CLASSICS events.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Others

• RM Sotheby's: RM Sotheby's is the world's largest collector car auction house and a key adjacent participant in the classic car market that RETRO CLASSICS serves. It frequently appears alongside RETRO-style events to source inventory and reach the same collector audience.
• Artcurial Motorcars: Artcurial is a major French auction house with a dedicated classic car department, an adjacent player that intersects with RETRO Messen's dealer and collector ecosystem. It complements rather than directly competes with the trade show model.
• Bonhams (Motoring Department): Bonhams is a major international auction house with a significant classic car and motoring department. It is adjacent to RETRO Messen because many exhibitors and visitors at RETRO CLASSICS are also active buyers and sellers in the classic car auction market.
• AFAG Messen und Ausstellungen GmbH: AFAG is the parent company of RETRO Messen GmbH and a family-owned German trade fair organizer with over 70 years of experience. It is a closely related operator in the same MICE industry, running other consumer and specialist trade fairs across Germany.
• Messe Stuttgart: Messe Stuttgart is the venue operator that hosts RETRO CLASSICS Stuttgart and the seasonal Saisonauftakt/Saisonabschluss events. It is an infrastructure/host peer rather than a competitor, but is materially relevant to RETRO Messen's Stuttgart operations.

Direct peers

• Goodwood (Festival of Speed & Revival): Goodwood's Festival of Speed and Goodwood Revival are premium classic and historic motorsport events in the UK, run by the Richmond family. They are direct category peers to RETRO CLASSICS events, targeting wealthy collectors, premium sponsors, and Concours-style vehicle presentation.
• Pebble Beach Concours d'Elegance: The Pebble Beach Concours d'Elegance is the world's most prestigious classic car concours, held annually in California. It overlaps with RETRO Messen's Festival of Classic Cars Concours d'Elegance category in serving elite collectors, premium sponsors, and heritage-vehicle judging.
• Autoclassica Milano / MI AutoClassica: MI AutoClassica is the leading classic car show in Italy, held in Milan. It is a direct category peer to RETRO CLASSICS for European classic car exhibitors, dealers, and clubs, and competes for the same regional sponsorship and visitor pool.
• Salon Rétromobile Paris: Rétromobile is one of Europe's leading classic car trade shows, held annually in Paris. It is a direct category peer to RETRO CLASSICS, attracting the same exhibitor, dealer, and enthusiast base across borders and competing for international sponsorship and visitor share.
• Techno-Classica Essen: Techno-Classica Essen is the long-established competing classic car trade show held in Essen, Germany, organized by SIHA. It directly competes with RETRO CLASSICS ESSEN in the same city and same niche, serving identical exhibitor and visitor audiences.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCMzWPTrY9TWVvdCr_CI_QUg
• Facebookfacebook.com/RETROMESSEN
• Instagraminstagram.com/retroclassicsofficial
• LinkedInlinkedin.com/company/retro-messen-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 RETRO Messen GmbH