What Merbag S.a. does

Merbag S.A. is a privately held, authorized Mercedes-Benz dealership group headquartered in Luxembourg (Hollerich), founded in 1950 and self-described as the largest Mercedes-Benz dealer in the Greater Region (Grande Région). The company sells new and certified pre-owned Mercedes-Benz, smart, Mercedes-AMG, and Frankia vehicles, plus commercial vans (Vito, Sprinter, Citan), trucks (Actros, Arocs), buses (Citaro), and camper vans. It operates seven physical locations across Luxembourg—Hollerich, Diekirch, Esch/Alzette, Leudelange, Roost, a GRIDX Pop-Up Store, and the Frankia Camper Center—plus specialized competence centers for AMG performance, Mercedes-Benz Classic, Van ProCenter, and HK-ENGINEERING service. Distribution is direct-to-consumer through showrooms supported by online vehicle search, configuration, and service booking on merbag.lu.

The business operates three primary revenue streams: one-time vehicle sales (new, demo, certified pre-owned) of 600+ vehicles in stock; professional workshop, bodywork, mobile, and aftersales service; and original parts and accessories sales. Pricing is per-vehicle (e.g., CLA 250+ Shooting Brake from €49,990) with leasing and financing facilitated through Mercedes-Benz Financial Services. Customer segments are split between individual consumers (primary) and business/fleet customers (secondary) across both passenger and commercial vehicle categories. Supporting infrastructure includes a Data Protection Officer and whistleblower system, with documented compliance to EU Regulation 2023/1542 on batteries and a published Code of Conduct covering anti-corruption, AML, data protection, and IT security.

Ownership is independent and privately held by four authorized directors (Eric Bailleul, Martin Dillschneider, Stephan Herber, Georges Schmit). Merbag operates exclusively through OEM-authorized distribution, deriving competitive advantage from territorial franchise protection, Mercedes-Benz brand equity, a multi-location domestic footprint, and authorized service certification. Its go-to-market combines physical showroom retail with digital marketing (website, email, video, Google search) and dedicated fleet/business sales channels. No public revenue, funding, or financial statements are disclosed.

Name

Merbag S.a.

Legal name

Merbag S.A.

Website

https://merbag.lu

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Merbag S.A. is Luxembourg's largest authorized Mercedes-Benz dealership group, selling and servicing passenger cars, commercial vehicles, trucks, buses, and camper vans across seven locations in the Greater Region. Founded in 1950 and privately held, it serves individual consumers and fleet customers with full OEM-certified sales, service, and parts operations.

Ownership category

akta.pro rank

Headquarters

HQ city

Luxembourg

HQ country

Luxembourg

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Merbag generates revenue primarily through the sale of new and used Mercedes-Benz vehicles. They offer over 600 vehicles in stock including new cars, demo models, and certified pre-owned vehicles. Sales include passenger cars, SUVs, AMG performance vehicles, and commercial vehicles.
2. Vehicle Service and Maintenance: The company offers workshop services (Werkstatt), bodywork repairs (Karosserie), original parts and accessories, mobile service, and Mercedes-Benz service programs for ongoing vehicle maintenance.
3. Parts and Accessories: Sale of original Mercedes-Benz parts and accessories for both retail customers and commercial fleet operators.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Merbag S.A. is an authorized Mercedes-Benz dealership group operating across Luxembourg, selling new and used Mercedes-Benz passenger cars (A-Klasse through S-Klasse, EQ electric models, AMG, smart), commercial vehicles (Sprinter, Vito, Citan vans, Actros/Arocs trucks, Citaro buses), and Frankia camper vans. The company also operates authorized workshop and bodywork services, supplies genuine parts and accessories, and provides mobile service, leasing and financing, and certified pre-owned vehicle programs through multiple physical showrooms.

Product overview

Merbag S.A. is the largest Mercedes-Benz dealership group in the Greater Region (Luxembourg and surrounding areas), operating as an authorized Mercedes-Benz dealer offering a comprehensive portfolio of passenger vehicles and commercial vehicles. The product portfolio encompasses the full Mercedes-Benz vehicle lineup across multiple segments: compact vehicles (A-Klasse, B-Klasse), executive sedans (C-Klasse, E-Klasse, S-Klasse), SUVs (GLA, GLB, GLC, GLE, GLS, G-Klasse), coupes and convertibles (CLA, CLE, Mercedes-AMG models), and the smart electric sub-brand. The EQ family represents Mercedes-Benz's electric vehicle lineup including EQA, EQB, EQC, EQS, and EQV. Merbag also offers commercial vehicles including Sprinter, Vito, Citan vans, Actros/Arocs trucks, and Citaro buses, as well as recreational vehicles (Reisemobile/campers). Beyond vehicle sales, Merbag provides comprehensive after-sales services including authorized workshop and bodywork services, genuine parts and accessories, mobile service, and specialized centers for AMG performance vehicles, classic Mercedes-Benz vehicles, and commercial van fleet services. Financial services including leasing and financing are available through Mercedes-Benz Financial Services. The company operates multiple locations across Luxembourg including Hollerich, Diekirch, Esch/Alzette, Diekirch Used Car Center, and a GRIDX Pop-Up Store, as well as commercial vehicle centers in Leudelange and Roost.

Differentiator

Problem solved

Functional benefit

Brands

• Mercedes-Benz: Authorized Mercedes-Benz dealership offering new and used passenger vehicles, commercial vehicles, and related services

Products and services

• Mercedes-Benz EQ Electric Vehicles Mercedes-Benz's full electric vehicle lineup including the EQA compact SUV, EQB family SUV, EQS luxury sedan, EQS SUV flagship and other EQ models, offering zero-emission driving across multiple body styles for individual buyers.
• Mercedes-Benz SUV and Off-Road Models Mercedes-Benz SUV range including GLA compact SUV, GLB compact SUV, GLC mid-size SUV (best-selling model worldwide), GLE large SUV, GLS full-size SUV, and the G-Klasse Geländewagen luxury off-road vehicle.
• Mercedes-Benz Sedans and Wagons Mercedes-Benz sedan and estate range from the A-Klasse compact sedan to the flagship S-Klasse Limousine, including C-Klasse and E-Klasse models with EQ Technology plug-in hybrid options, plus the C-Klasse T-Modell executive estate.
• Mercedes-Benz CLA Models CLA Limousine compact four-door coupe and CLA Shooting Brake sporty compact estate, with EQ Technology electric variants available for order and test drive.
• Mercedes-AMG Performance Vehicles High-performance vehicles bearing the AMG badge, from the A 35 entry model up to the GT supercar, including the new electric AMG GT 4-door Coupe, offering dedicated sales and service at the AMG Performance Center.
• smart Electric Vehicles Urban electric vehicles under the smart brand, combining compact dimensions with sustainable electric driving for city mobility.
• Mercedes-Benz V-Class Multi-Purpose Vans Multi-purpose V-Class vans offering versatile seating configurations for families, businesses, and VIP passenger transport.
• Mercedes-Benz Commercial Vehicles Commercial vehicle lineup including Sprinter large van, Vito mid-size van, Citan compact urban van, Actros and Arocs heavy-duty trucks, and Citaro city/intercity buses, sold and serviced from dedicated commercial centers in Leudelange and Roost.
• Frankia Camper Vans and Motorhomes Reisemobile (motorhomes) and camper vans for leisure travel from the Frankia brand, with sales and service at the dedicated Frankia Camper Center.
• Mercedes-Benz Certified Pre-Owned Vehicles Used Mercedes-Benz vehicles passing a 111-point quality inspection and sold with manufacturer warranty, with a dedicated Used Car Center in Diekirch.
• Workshop and Bodywork Service Authorized workshop (Werkstatt) and bodywork (Karosserie) services for maintenance, mechanical repair and accident recovery of Mercedes-Benz vehicles.
• Genuine Mercedes-Benz Parts and Accessories Sale of Original-Teile (genuine Mercedes-Benz parts) and Zubehör (accessories) for retail customers, with a dedicated parts offering for commercial customers.
• Mobile Service Mobile maintenance and minor repair service that brings vehicle servicing to the customer's location.
• AMG Performance Center Specialized competence center dedicated to Mercedes-AMG sales, performance vehicle service, and AMG-specific expertise.
• Mercedes-Benz Classic Center Center dedicated to classic Mercedes-Benz vehicles, offering restoration services and authentic original parts.
• Van ProCenter Specialized competence center for commercial van sales, configuration, and fleet services.
• Leasing and Financing Services Vehicle leasing and financing solutions arranged through Mercedes-Benz Financial Services for customers purchasing or leasing vehicles at Merbag.
• Test Drive Service Test drive scheduling service allowing customers to experience Mercedes-Benz vehicles before making a purchase decision.

Quantifiable outcome

• Over 600 vehicles available immediately from stock for quick delivery

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

Four partnerships are on record, tiered core and specialized.

• Mercedes-Benz Group AGcoreOEM/ Whitelabel/ Licensing PartnerMerbag is an authorized Mercedes-Benz dealer operating under a franchise/partnership agreement with Mercedes-Benz Group AG. They sell new Mercedes-Benz vehicles, use Mercedes-Benz branding, and provide manufacturer-certified service and parts.
• Mercedes-Benz Financial ServicescoreChannel Partner/ Reseller/ DistributorPartnership for providing vehicle financing and leasing options to customers purchasing Mercedes-Benz vehicles from Merbag.
• HK-ENGINEERINGspecializedTechnology or IntegrationMerbag serves as an official HK-ENGINEERING service support point, providing specialized service for HK-ENGINEERING vehicles. This is a competence center partnership.
• FrankiaspecializedChannel Partner/ Reseller/ DistributorMerbag operates the Frankia Camper Center, serving as a dedicated sales and service point for Frankia recreational vehicles in Luxembourg.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Beresa GmbH: One of Germany's largest authorized Mercedes-Benz dealer groups with multiple passenger-car and commercial-vehicle locations. Operates the same OEM franchise model with sales, service, certified pre-owned and competence centers, making it a directly comparable franchised Mercedes-Benz retailer at greater scale.

Broad incumbents

• Hedin Mobility Group: Swedish-headquartered European automotive retail group operating multi-brand dealerships and distribution. Comparable on the franchised multi-brand dealer model and European cross-border retail footprint, though broader in OEM mix than the Mercedes-Benz-focused Merbag.
• Inchcape plc: London-listed global automotive distributor and retailer with operations across premium and volume OEMs in multiple geographies. Comparable as a publicly listed automotive retail/distribution peer, though it operates at much larger and more geographically diverse scale than Merbag.
• Vertu Motors plc: UK-listed multi-franchise automotive retailer operating across premium and volume brands. Comparable on the public-company, multi-site franchised dealer business model including new, used, service and parts, though UK-focused rather than Continental European.
• Emil Frey Group: Switzerland-headquartered, one of Europe's largest multi-brand automotive retail groups operating dealerships across multiple OEM franchises. Comparable on the franchised-dealer business model, multi-brand service and parts operations, and European cross-border footprint, though broader and less Mercedes-Benz-specialized than Merbag.
• AutoNation, Inc. Fort Lauderdale-headquartered, Fortune 500 automotive retailer with ~300 stores across the US. Comparable on the public-company franchised-dealer model including new, used, service, parts and F&I, though US-focused and far larger and more diversified than Merbag.
• Sytner Group: UK-based luxury automotive retailer (part of the wider Pendragon/Lithia ecosystem) operating premium franchises including BMW, Mercedes-Benz, Audi and Porsche. Comparable on luxury franchised retail, premium used-car and aftersales, though UK-focused and broader in OEM mix than Merbag.

Emerging players

• Auto1 Group SE: Berlin-headquartered, publicly listed European online used-car platform operating brands such as Autohero and wirkaufendeinauto. Comparable on the used/certified-pre-owned vehicle channel that Merbag runs (111-point CPO), but as a digital-first, non-franchise emerging model that could pressure traditional dealer used-car economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/merbaglu

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Merbag S.a.