Rosenthal & Rustemeier

What Rosenthal & Rustemeier does

Rosenthal & Rustemeier GmbH & Co. KG is a family-owned automotive dealership group headquartered in Soest, North Rhine-Westphalia, Germany, with a second location in Paderborn operated under the acquired Bauer & Bickmeier subsidiary brand. Founded in 1922 as a bicycle and sewing machine workshop, the company signed its first Opel dealer contract in 1927 and has since evolved into a multi-brand mobility provider. It is an authorized dealer and service partner for Opel, Fiat, and the full Piaggio Group portfolio (Vespa, Piaggio, Aprilia, Moto Guzzi), supplemented by secondary partnerships with KGM, Isuzu, and Crosscamp. The company also operates certified independent workshops under the Bosch Car Service (Paderborn) and AutoCrew (Soest) brand umbrellas.

The business generates revenue across four streams: new and used vehicle sales (over 1,500 vehicles accessible through the Mehrmarken-Pool plus 324 active listings), workshop and after-sales service, vehicle and motorcycle/scooter rental, and parts and accessories retail. Workshop services encompass maintenance, MOT testing, accident repair, software updates, warranty work, and manufacturer-certified diagnostics across all represented brands, plus the specialized Opel 5plus fixed-price wear-parts program for vehicles over five years old. The pricing model combines one-time vehicle sales transactions with usage-based rental pricing structured by day/weekend/week periods and a recurring service revenue base. Distribution is exclusively through two physical dealership locations serving the Ostwestfalen-Lippe region, complemented by marketplace listings on Mobile.de and AutoUncle, and a Crosscamp rental partnership via cararent.de.

The company serves two primary customer segments: private individual buyers seeking personal mobility solutions across cars, motorcycles, and scooters, and commercial/fleet/authority customers (Gewerbekunden) with a dedicated Großkunden & Behörden sales desk. GTM motion is direct-to-consumer through physical showrooms, with online vehicle search driving foot traffic. Ownership is family-held with Bernhard Rosenthal and Joachim Zensen as Geschäftsführer; no external institutional or private equity ownership is evident. The company employs approximately 9 listed staff with broader operational headcount including apprentices and service personnel across both locations.

Name

Rosenthal & Rustemeier

Legal name

Rosenthal & Rustemeier GmbH & Co.KG

Website

https://rosenthal-rustemeier.de

Company type

Private

Founded year

1922

Operating status

Operating

Short description

Rosenthal & Rustemeier is a family-owned multi-brand automotive dealership in Soest and Paderborn, Germany, founded 1922, authorized dealer and service partner for Opel, Fiat, Piaggio Group, KGM, Isuzu, and Crosscamp, offering vehicle sales, certified workshop service, and rental across cars, motorcycles, and scooters.

Ownership category

akta.pro rank

Headquarters

HQ city

Soest

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new vehicles (Opel, Fiat, KGM, Isuzu, Crosscamp, Vespa, Piaggio, Aprilia, Moto Guzzi), used vehicles, and demonstration/unit vehicles. Revenue generated from multi-brand car, motorcycle, scooter, and commercial vehicle transactions.
2. Workshop and After-Sales Service: Maintenance, inspection, repairs, tire service, air conditioning service, MOT testing (HU/AU), accident repair, glass repair, axle alignment, software updates, warranty and goodwill work, accessory installation. Service provided at certified facilities as Opel/Fiat service partner, Bosch Car Service, and AutoCrew.
3. Vehicle and Motorcycle Rental: Rental of cars (Opel Rent), motorcycles (Aprilia, Moto Guzzi), and scooters (Vespa, Piaggio). Day, weekend, and weekly rental rates. Crosscamp motorhome rental via third-party platform cararent.de. Rental provides recurring revenue and serves as a customer acquisition channel for sales.
4. Parts and Accessories: Sale of original parts, spare parts, and accessories for Opel, Fiat, and Moto Guzzi vehicles. Revenue from both workshop-used parts and retail over-the-counter sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Rosenthal & Rustemeier is a multi-brand automotive dealership selling new and used cars (Opel, Fiat, KGM, Isuzu, Crosscamp), motorcycles and scooters (Vespa, Piaggio, Aprilia, Moto Guzzi), and campervans, alongside certified workshop services (Bosch Car Service, AutoCrew), short-term vehicle rental (Opel Rent cars, motorcycles, scooters, motorhomes), and parts/accessories sales. The company operates two physical locations in Soest and Paderborn, serving private and commercial customers across the Ostwestfalen-Lippe region.

Product overview

Rosenthal & Rustemeier is a traditional multi-brand automotive dealership founded in 1922, operating as an authorized service partner for Opel and Fiat while also serving as a dealer for the Piaggio Group (Vespa, Piaggio, Aprilia, Moto Guzzi, Piaggio Commercial), KGM, Isuzu, and Crosscamp. The company operates two locations (Soest and Paderborn) offering a complete mobility portfolio: new and used vehicle sales with over 1500 vehicles available through their multi-brand pool, motorcycle and scooter sales and rentals (including Aprilia, Moto Guzzi, Vespa, Piaggio), Crosscamp campervan sales and rentals, and Opel Rent car rentals. Supporting these sales is a comprehensive workshop service offering certified maintenance and repairs for all vehicle brands through Bosch Car Service (Paderborn) and AutoCrew (Soest) partnerships, plus specialized services like the Opel 5plus Service for older vehicles and vehicle trade-in programs.

Differentiator

Problem solved

Functional benefit

Products and services

• New and Used Vehicle Sales Sale of new vehicles (Opel, Fiat, KGM, Isuzu, Crosscamp) and used vehicles across both Soest and Paderborn locations, with access to more than 1,500 vehicles through the Mehrmarken-Pool. Targets private buyers, commercial customers, and public authorities.
• Piaggio Group Motorcycles and Scooters Official dealer offering Vespa scooters, Piaggio scooters and commercial vehicles, Aprilia motorcycles, and Moto Guzzi motorcycles for personal riders and enthusiasts.
• Workshop and Maintenance Services Certified workshop services including maintenance, inspections, oil changes, brake service, tire service, climate service, MOT testing (HU/AU), fault diagnosis, battery service, accident repairs, glass repair, axle alignment, software updates, warranty work, and accessory installation for all handled vehicle brands. Operates as a Bosch Car Service partner in Paderborn and an AutoCrew partner in Soest.
• Vehicle Rental (Opel Rent Car Rental) Short-term rental of Opel passenger and commercial vehicles plus the Fiat Panda for private and business customers needing temporary mobility at both the Soest and Paderborn locations.
• Motorcycle and Scooter Rental Rental of Vespa and Piaggio scooters and Aprilia and Moto Guzzi motorcycles for leisure riders, tourists, and prospective buyers testing models before purchase.
• Crosscamp Motorhome Sales Sale of Crosscamp Flex and Crosscamp Base X campervans to private customers seeking recreational vehicles.
• Crosscamp Motorhome Rental Rental of Crosscamp motorhomes for private leisure and adventure trips, booked through the third-party cararent.de platform.
• Opel 5plus Service Program Fixed-price maintenance and wear-part replacement package for older Opel vehicles, targeting owners of cars aged five years or more seeking predictable workshop costs.
• Vehicle Purchase (Fahrzeugankauf) Buy-back of used vehicles from private owners, providing on-site or online valuation and an immediate purchase channel.
• Vehicle Financing and Leasing Financing and leasing arrangements supporting new and used vehicle purchases with monthly-rate options for private and business customers.
• Parts and Accessories Sales Retail and workshop supply of genuine OEM parts and accessories for Opel, Fiat, and Moto Guzzi vehicles, available over the counter or installed during service.

Quantifiable outcome

• Over 1,500 vehicles immediately available for purchase or procurement
• +1 more outcomes

Named customers2 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

Eleven partnerships are on record, tiered core, secondary and minor.

• OpelcoreChannel Partner/ Reseller/ DistributorOfficial Opel service partner and dealer. Rosenthal & Rustemeier sells new Opel vehicles, provides factory-authorized maintenance and repairs, stocks genuine Opel parts, and participates in Opel marketing programs including the Opel 5plus Service (fixed-price wear-parts program for vehicles 5+ years old). Strongest OEM partnership, forming the backbone of the business since 1927.
• Fiat / Fiat ProfessionalcoreChannel Partner/ Reseller/ DistributorOfficial Fiat and Fiat Professional service partner and dealer. Provides sales and workshop services for Fiat passenger cars and Fiat Professional commercial vehicles. Supplies genuine Fiat parts and accessories.
• Piaggio Group (Vespa, Piaggio, Aprilia, Moto Guzzi, Piaggio Commercial)coreChannel Partner/ Reseller/ DistributorOfficial dealer for the complete Piaggio Group brand portfolio including Vespa scooters, Piaggio scooters and commercial vehicles, Aprilia motorcycles, Moto Guzzi motorcycles, and Piaggio Commercial light transport. Sells new vehicles, provides service, and offers motorcycle/scooter rental of these brands.
• KGM (formerly SsangYong)secondaryChannel Partner/ Reseller/ DistributorOfficial KGM partner dealer. Sells KGM vehicles including the Actyon, Korando, and Torres SUV models. Provides sales and service support for KGM brand vehicles.
• IsuzusecondaryChannel Partner/ Reseller/ DistributorOfficial Isuzu partner dealer for the Paderborn location. Sells Isuzu commercial vehicles and pickup trucks. Provides sales and authorized service for Isuzu vehicles.
• CrosscampsecondaryChannel Partner/ Reseller/ DistributorOfficial Crosscamp campervan dealer offering Crosscamp Flex and Crosscamp Base X models. Also facilitates Crosscamp motorhome rental through cararent.de partner platform. Provides sales, configuration, and service for Crosscamp recreational vehicles.
• Bosch Car ServicecoreImplementation/ SI/ Consulting PartnerCertified Bosch Car Service partner at the Paderborn location (Bauer & Bickmeier). Operates workshop under the Bosch Car Service brand, providing manufacturer-independent vehicle diagnostics and repairs using Bosch-approved equipment and procedures.
• AutoCrewcoreImplementation/ SI/ Consulting PartnerAutoCrew partner at the Soest location. Operates workshop under the AutoCrew brand, providing independent multi-brand vehicle diagnostics and repair services using AutoCrew-certified equipment and procedures.
• Opel RentcoreChannel Partner/ Reseller/ DistributorOpel Rent partner enabling vehicle rental operations. Provides fleet of rental vehicles (Opel Corsa Electric, Opel Astra, Opel Mokka, Opel Crossland, Opel Grandland, Opel Zafira Life, Opel Vivaro, Fiat Panda) available for daily, weekend, and weekly rental. 24h roadside assistance included.
• SpoticarsecondaryChannel Partner/ Reseller/ DistributorSpoticar certified used vehicle partner. Used vehicles bearing the Spoticar quality seal have been inspected according to manufacturer guidelines, providing customers with certified quality assurance on selected pre-owned vehicles.
• Mobile.deminorGTM or Marketing PartnerMajor German automotive classifieds marketplace where Rosenthal & Rustemeier lists vehicles and maintains a seller profile with ratings. Serves as a key online channel for vehicle discovery and lead generation. Company displays its Mobile.de seller rating (4.6/5) and review count (8 reviews) on its homepage.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Göppert GmbH: Multi-brand automotive dealer in southern Germany with similar structure spanning passenger cars, commercial vehicles, and a certified workshop offering. Comparable as a regional, family-run multi-brand dealership with comparable revenue mix between sales, service and parts.
• Senger Gruppe: German multi-brand automotive dealer group operating multiple locations with new/used vehicle sales, manufacturer-certified workshop and fleet services. Closely comparable in business model: multi-location, multi-brand franchise operations anchored in OEM partnerships.
• Beresa GmbH: Multi-brand automotive dealer group headquartered in Münster, North Rhine-Westphalia. Highly relevant as a directly comparable Westphalian regional dealer with overlapping brand portfolio and a similar two-location style footprint.
• Jacobs Gruppe: German family-owned multi-brand automotive dealer group with dealerships across multiple cities, OEM service partnerships and integrated used-vehicle operations. Comparable as a family-controlled, multi-brand German dealer group.
• Hahn Gruppe: Multi-brand German automotive dealer group operating authorised dealerships for several OEMs including mainstream and volume brands. Comparable in offering new and used vehicle sales plus manufacturer-certified workshop services.

Broad incumbents

• AVAG Holding SE & Co. KGaA: One of Germany's largest multi-brand automotive dealer groups with dozens of locations across southern Germany. Comparable in core multi-brand franchise model, but materially larger scale and broader geographic reach than Rosenthal & Rustemeier.
• Emil Frey Gruppe Deutschland: European automotive group with significant German multi-brand dealer operations. Comparable in multi-brand franchise and service model, though at substantially larger scale and broader international footprint.
• A.T.U Auto-Teile Unger GmbH & Co. KG: Germany's largest independent multi-brand automotive service and repair chain. Comparable in the workshop and aftermarket parts layer of Rosenthal & Rustemeier's business, though A.T.U operates a service-only model without vehicle sales.

Emerging players

• Auto1 Group SE: Digital-first used-car platform operating across Europe with brand.com and Autohero. Represents the emerging digital distribution channel that threatens traditional dealer used-vehicle economics; relevant as a structural disruptor rather than a direct sales competitor.

Others

• Mobile.de: Germany's largest automotive classifieds marketplace where Rosenthal & Rustemeier actively lists vehicles and displays its seller rating. Relevant as a key channel partner and demand-aggregation platform rather than a direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/autohaus.rr_bb

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Rosenthal & Rustemeier