SDH GmbH

What SDH GmbH does

SDH GmbH (Servicegesellschaft Deutsches Handwerk GmbH) is a Munich-based, privately held German limited liability company founded in 2011 that operates a membership-based mobility platform for the country's craft trades (Handwerksbetriebe). The company aggregates demand from thousands of small trades businesses into a single buying group and channels it through framework agreements with more than 30 automotive manufacturers, enabling members to obtain the SDH-Abrufschein — a personalised vehicle discount certificate that grants discounts of up to 41% off manufacturer list prices on new cars, SUVs, pickups, and light commercial vehicles (up to 3.5 t). Membership is free and unrestricted to qualifying craft businesses; the company's primary revenue is a flat 59 EUR net processing fee per Abrufschein order, which is waived for members of partner programmes such as Mega GoldCard, Sonepar E-Partner, RECA Select, Check and Work, Hero Prime, and members of local trade guilds (Innung) and craft chambers (Kreishandwerkerschaft).

The platform is built on a web-based membership portal and order management system through which tradespeople self-register, verify their trade credentials, select a vehicle brand from a catalogue that spans legacy OEMs (BMW, Ford, Volkswagen Group, Renault, Kia, MAN, Toyota, Opel, Peugeot, Hyundai, Volvo, Mazda, Mitsubishi, Nissan) and newer entrants including EV and Chinese brands (BYD, Xpeng, Genesis, GWM), and order the Abrufschein for redemption at any participating local authorised dealer across Germany. Beyond the core discount mechanism, SDH has assembled a curated service-partner ecosystem covering tools (Würth, Mafell), vehicle equipment (Sortimo, Bott, RECA Maxmobil, UNSINN, Winter Kühlaufbau, Yakima), fuel cards (Aral, DKV), rentals (Enterprise, Europcar), insurance (DGeVS), and telecommunications (O2, Vodafone, Samsung). Distribution is exclusively digital direct-to-business, supplemented by trade shows, the annual SDH Golf Cup networking event, and referrals through German trade guilds and craft chambers.

SDH operates as a lean aggregator: approximately 10 employees are based at its Elsenheimer Str. 47a headquarters in Munich, and the company is managed by Ralf Baumeister as Geschäftsführer. No external investors, parent company, subsidiaries, or M&A activity were identified, and the legal entity is registered as Amtsgericht München HRB 191059. The business model is best characterised as a transaction-fee aggregator monetising aggregated demand across the German craft-trades mobility stack, with a stated 15-year operating track record (2011–2026) as its principal credibility signal.

Name

SDH GmbH

Legal name

Servicegesellschaft Deutsches Handwerk GmbH

Website

https://sdh.de

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

SDH GmbH runs a Munich-based membership portal that aggregates German craft businesses (Handwerksbetriebe) to negotiate vehicle purchase discounts of up to 41% via framework agreements with 30+ automotive manufacturers, monetising through a 59 EUR per Abrufschein processing fee.

Ownership category

akta.pro rank

Product category

Commercial Vehicle Discount Services

NAICS

Automotive Equipment Rental and Leasing (5321)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Services-Membership Organizations (8600)

akta.pro primary industry

Corporate & Government Contract Car Rental (THADAAAJ)

Keywords

• Vehicle discount certificates
• Craft business mobility
• Commercial vehicle procurement
• Trade fleet discounts
• Automotive buying group

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Abrufschein processing fee: SDH charges a flat processing fee of 59 EUR net per Abrufschein (vehicle discount certificate) issued to members. This is the primary revenue-generating charge as membership itself is free.
2. Partner access fees (Händler): Automotive dealers pay no membership fee to join the platform; however, their access to the SDH member network and customer generation represents indirect revenue value through increased sales volume.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

SDH GmbH (Servicegesellschaft Deutsches Handwerk GmbH) operates a free membership portal for German craft businesses (Handwerksbetriebe), through which members order personalised Abrufscheine (vehicle discount certificates) that grant discounts of up to 41% off manufacturer list price on new cars, SUVs, pickups, and light commercial vehicles (up to 3.5 t). Certificates are redeemed at any participating local car dealer across Germany under framework agreements SDH holds with over 30 automotive manufacturers. The company also curates an ecosystem of service partners offering fuel cards, vehicle equipment, insurance, rental, tools, and telecom offers to members.

Product overview

SDH GmbH operates a mobility platform for tradespeople (Handwerker) in Germany, offering a voucher-based discount system for commercial vehicle procurement. The core product is the SDH-Abrufschein—a personalized certificate that grants tradespeople access to negotiated discounts of up to 41% on new vehicles from 34 automobile manufacturers including BMW, Ford, Renault, Kia, and Volkswagen, among others. The free membership program enables tradespeople to order Abrufscheine for purchase, leasing, or financing through participating local dealers. Beyond vehicle discounts, the membership provides access to a network of service partners offering tools, equipment, fuel cards, insurance, and telecommunications services.

Differentiator

Problem solved

Functional benefit

Products and services

• SDH-Abrufschein (Vehicle Discount Certificate) A personalised voucher/certificate issued to verified German craft business members that grants a discount of up to 41% off manufacturer list price (netto UVP) on new cars, SUVs, pickups, or light commercial vehicles (up to 3.5 t). Valid for purchase, leasing, or financing and redeemable at any participating local car dealer of the relevant brand across Germany. Pricing is a flat 59 EUR net processing fee per order, waived for members of certain partner programmes (e.g. Mega GoldCard, Sonepar E-Partner, Reca Select, Check and Work, Hero Prime) and trade guild/chamber members.
• SDH-Mitgliedschaft (Membership) Free registration programme for self-employed and commercially active tradespeople and craft businesses in Germany, requiring proof of trade activity (trade card, business registration, or chamber of trade membership). Members gain access to the Abrufschein ordering system, exclusive SDH special promotions, and the partner benefits ecosystem, with no membership fees or ongoing obligations.
• SDH-Partnervorteile (Partner Benefits Programme)

Quantifiable outcome

• Vehicle purchase discounts of up to 41% off manufacturer list price (netto UVP)
• +2 more outcomes

Named customers4 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

32 partnerships are on record, tiered core and minor.

• BMWcoreStrategic or Co-development PartnerFramework agreement providing SDH members with vehicle purchase discounts through BMW dealer network in Germany.
• FordcoreStrategic or Co-development PartnerFramework agreement for vehicle discounts for SDH craft business members at Ford dealers.
• Volkswagen (implied via dealership network)coreStrategic or Co-development PartnerVia participating dealers; VW Group brands include Volkswagen, Audi, Seat, Cupra, Skoda and are redeemable at authorised dealers.
• Renault (including Dacia)coreStrategic or Co-development PartnerActive promotions such as Renault Master E-Tech with up to 35% discount plus Strauss Workwear voucher of up to 500 EUR.
• KiacoreStrategic or Co-development PartnerFramework agreement for vehicle discounts; joint special offers such as Kia PV5 Cargo with Würth fit-out at fixed price.
• MANcoreStrategic or Co-development PartnerSpecial promotions on MAN TGE vans (up to 33% discount plus Bosch Professional tools package).
• ToyotacoreStrategic or Co-development PartnerFramework agreement for vehicle purchase discounts for SDH members at Toyota dealers.
• OpelcoreStrategic or Co-development PartnerSpecial promotions such as Opel Prämienaktion with additional premiums worth 1,000 EUR on top of vehicle discounts.
• PeugeotcoreStrategic or Co-development PartnerFramework agreement providing SDH members with purchase discounts on Peugeot vehicles.
• HyundaicoreStrategic or Co-development PartnerFramework agreement for vehicle purchase discounts for SDH members at Hyundai dealers.
• WürthcoreGTM or Marketing PartnerSDH joint campaigns such as Kia PV5 Cargo with Würth workshop fit-out; Würth trailer with integrated workshop equipment; and Würth accessory bundles for SDH members. Würth provides vehicle interior equipment, tool storage, and load securing solutions exclusively to SDH members.
• SortimocoreGTM or Marketing PartnerSDH members receive discounts on Sortimo vehicle interior systems (SR5, Globelyst4) and BOXX solutions. Special prize promotions include Sortimo T-BOXX sets in SDH prize draws.
• AralminorGTM or Marketing PartnerAral tanker card available to SDH members for discounted fuel at Aral stations across Germany.
• DKVminorGTM or Marketing PartnerHandwerker-Tankkarte (fleet fuel card) for SDH members at DKV partner stations across Germany.
• Enterprise Rent-A-CarminorGTM or Marketing PartnerCar rental services available to SDH members, particularly useful for bridging vehicles while ordered vehicles are delivered.
• EuropcarminorGTM or Marketing PartnerCar rental services for SDH members, offering preferential rates for temporary vehicle needs.
• Hero SoftwareminorGTM or Marketing PartnerHandwerker software for craft business management (invoicing, scheduling, job management). SDH members receive preferential conditions; Hero Prime members are exempt from the SDH Abrufschein processing fee.
• O2 BusinessminorGTM or Marketing PartnerMobile tariff plans for craft businesses available to SDH members at preferential rates.
• Samsung (via Brodos AG)minorGTM or Marketing PartnerMobile devices available to SDH members at preferential conditions through the SDH partner ecosystem.
• VodafoneminorGTM or Marketing PartnerMobile connectivity offers for craft businesses via SDH member programme.
• DGeVS (Deutscher Gewerbe Versicherungsservice)minorGTM or Marketing PartnerBusiness insurance services tailored for craft trades, accessible to SDH members.
• BottminorGTM or Marketing PartnerVehicle interior equipment solutions available to SDH members.
• UNSINN FahrzeugtechnikminorGTM or Marketing PartnerTrailers and vehicle technology for craft businesses available to SDH members.
• Winter KühlausbauminorGTM or Marketing PartnerRefrigerated vehicle conversions for craft businesses available to SDH members.
• YakimaminorGTM or Marketing PartnerRoof racks and transport solutions (bike carriers, roof boxes, cargo platforms) for SDH members with 10% discount on gross UVP.
• BlitzeranwaltminorGTM or Marketing PartnerTraffic law consultation services for SDH members.
• Mega eG (Mega GoldCard)coreGTM or Marketing PartnerPaint and flooring wholesale co-operative. Mega GoldCard members are exempt from the SDH Abrufschein processing fee (59 EUR net) and vice versa, creating mutual cross-promotion.
• Sonepar (E-Partner Programme)coreGTM or Marketing PartnerElectrical wholesale giant. Sonepar E-Partner members are exempt from the SDH Abrufschein processing fee (59 EUR net). SDH members can access Sonepar's E-Partner programme benefits.
• RECA NORM / RECA MaxmobilminorGTM or Marketing PartnerTool and equipment supplier. Reca Select members are exempt from the SDH Abrufschein fee. SDH members receive benefits on Reca vehicle equipment.
• PCI AugsburgminorGTM or Marketing PartnerConstruction chemistry products (tile adhesives, floor coverings). PCI Meisterportal members have access to SDH promotions.
• MafellminorGTM or Marketing PartnerPremium German-made power tools for wood tradespeople. SDH provides joint prize promotions featuring Mafell tools.
• Check and WorkminorGTM or Marketing PartnerHandwerker networking platform. Check and Work members are exempt from the SDH Abrufschein processing fee.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Handwerkerauto.de: German online service focused on vehicle offerings for tradespeople. Direct niche overlap with SDH's craft-business vehicle procurement positioning, though smaller in scale and brand coverage.

Broad incumbents

• Mobile.de: Major German automotive classifieds platform (owned by Adevinta). Adjacent to SDH's purchase-facilitation model but as a general listing site rather than a curated, discount-driven procurement channel.
• AUTO1 Group: Berlin-based automotive platform operating Autohero and Auto1.com for used car transactions across Europe. Comparable as a tech-enabled automotive procurement business, though focused on used vehicles.
• AutoScout24: Germany's largest online automotive marketplace for new and used vehicles. Overlaps with SDH in the vehicle discovery and pricing transparency space but is a horizontal marketplace rather than a trade-specific discount program.
• ALD Automotive / LeasePlan: Large international fleet leasing and management providers serving corporate customers. Comparable to SDH as a channel for businesses to acquire commercial vehicles through negotiated corporate programs, though at much larger scale and via direct fleet leasing rather than dealer-mediated purchase.

Direct peers

• LeasingMarkt.de: German comparison portal for vehicle leasing offers from multiple providers. Directly competes with SDH on the leasing/third-party-funded vehicle acquisition side and serves a similar SMB and consumer audience.
• MeinAuto.de: German new-car broker that aggregates consumer demand to negotiate volume discounts from dealers and OEMs. Highly comparable to SDH's model of using framework agreements to deliver discounted vehicle prices, though MeinAuto targets consumers and businesses generally rather than tradespeople specifically.
• TrueCar: US-based vehicle pricing platform that connects pre-qualified buyers with certified dealers offering pre-negotiated prices. Closest international analog to SDH's Abrufschein model of certificate-based, pre-negotiated discounts redeemed at participating dealers.
• Carwow: European online car-buying platform that reverse-auctions dealer pricing for new cars. Operates the same dealer-disintermediation logic as SDH (aggregating buyer demand to unlock better pricing), making it a close functional peer even though it is broader in target audience.

Others

• Zentralverband Deutsches Handwerk (ZDH): Umbrella trade association for the German crafts sector. Comparable as a Handwerk-focused member organization that negotiates group benefits for tradespeople, though ZDH is a non-profit advocacy and policy body rather than a commercial vehicle-discount platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SDHde
• Instagraminstagram.com/sdh_de
• LinkedInlinkedin.com/company/sdh-gmbh

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 SDH GmbH