What Prinz Automotive does

Prinz Automotive is a French private company, founded in 1998 and headquartered in Charenton-le-Pont, that designs, manufactures, and markets a broad portfolio of automotive aftermarket parts under multiple proprietary sub-brands. Its offering spans braking systems (PRINZ RACING discs and pads, 1,700+ references), shock absorbers (PRINZ OE-TECH in gas, oil, and truck variants), batteries (PRINZ POWER for European, Asian, and heavy-duty applications, featuring proprietary Full Frame Design grid technology), lubricants and coolants (ULTIMA engine and transmission oils, RADIA PLUS G12/G13 coolants produced in France), AdBlue for SCR-equipped diesel engines, grease and brake fluids, plus the PZL Filters line for air, oil, cabin, fuel, and hydraulic filtration. Production is carried out across European facilities in France, Germany, Hungary, and Spain, with stated compliance to ISO 9001, ISO 14001, ISO/TS 16949, and IATF 16949:2016, and a declared oil blending capacity of 80,000 tonnes per year.

The company generates revenue almost exclusively through B2B hardware sales of automotive parts, with no public pricing and an export-led go-to-market. Distribution flows through a network of local distributors and importers spanning more than 20 countries, with strategic emphasis on Africa, the Middle East, and Overseas territories, supported by participation in major international trade fairs such as Automechanika Dubai and Equip Auto Alger and a strategic partnership with premium garage equipment supplier CLAS. Its customer base is a long tail of independent garages, mechanics, authorized service centers, and fleet operators reached via these distributors, augmented by an authentic Original Equipment (OE) parts channel reselling branded parts for Volkswagen, Mercedes, Renault, Toyota, BMW, Hyundai, and others in original packaging. Marketing is conducted primarily through the multilingual PRINZ Academy blog and organic social channels (Facebook, Instagram, LinkedIn) to build category authority in target export markets. Operating with a lean 11-50 employee structure, the company functions as a brand-led distribution and export specialist over outsourced European manufacturing rather than a vertically integrated producer.

Name

Prinz Automotive

Legal name

PRINZ Automotive

Website

https://prinzauto.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Prinz Automotive is a French private supplier of automotive aftermarket parts — braking systems, batteries, shock absorbers, lubricants, coolants, AdBlue, and filters — produced in Europe and exported via distributors and importers across 20+ countries in Africa, the Middle East, and Overseas markets.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Parts

NAICS

Motor Vehicle Brake System Manufacturing (336340), Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633), Automotive Parts and Accessories Retailers (441330)

SIC

Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Aftermarket Fluids, Lubricants & Chemical Products Manufacturing (Oils/Coolants/Additives/Cleaners) (IMACANAK)

akta.pro secondary industries

Aftermarket Brake Components Manufacturing (Pads/Rotors/Calipers/Lines) (IMACANAB), Aftermarket Suspension & Steering Components Manufacturing (Shocks/Struts/Bushings/Tie Rods) (IMACANAC)

Keywords

• Automotive aftermarket parts
• Brake pads discs
• Shock absorbers
• Engine lubricants coolants
• AdBlue diesel exhaust fluid

Headquarters

HQ city

Charenton

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Automotive Parts Sales: PRINZ designs, manufactures, and markets ranges of quality automotive parts (braking systems, shock absorbers, filters, batteries, lubricants, coolants, AdBlue) sold through distributors and importers internationally. Products are certified original quality and sold under multiple brands (PRINZ, PRINZ POWER, PRINZ RACING, RADIA PLUS, ULTIMA, PZL, Oryx, Falcon, Fox, Gold).

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Prinz Automotive designs, manufactures, and markets a broad portfolio of aftermarket automotive parts under multiple brands — PRINZ RACING braking systems (discs and pads with more than 1,700 references), PRINZ POWER batteries, PRINZ OE-TECH shock absorbers, RADIA PLUS coolants, PRINZ ULTIMA lubricants, AdBlue diesel exhaust fluid, and PZL Filters — produced in ISO-certified European facilities and sold internationally through distributors, importers, and OE partners.

Product overview

PRINZ Automotive is a French supplier of automotive parts and lubricants with over 25 years of experience. The company operates a multi-product portfolio comprising braking systems (PRINZ Racing brake discs and pads), automotive batteries (PRINZ POWER for Asian, European, and heavy-duty vehicles), shock absorbers (PRINZ OE-TECH in gas, oil, and truck variants), coolants (RADIA PLUS including G12/G13 and universal variants), engine and transmission lubricants (PRINZ ULTIMA), AdBlue diesel exhaust fluid, and PZL Filters (air, oil, cabin, fuel, and hydraulic filters). The company also supplies original equipment (OE) parts from official partners. Products are manufactured in Europe (France, Germany, Hungary, Spain) under ISO 9001, ISO 14001, and IATF/TS 16949 standards, with integrated quality control laboratories.

Differentiator

Problem solved

Functional benefit

Brands

• PRINZ POWER: Automotive batteries produced in Europe, designed to provide the best level of power and longevity for each type of car.
• PRINZ RACING
• PRINZ OE-TECH
• RADIA PLUS
• ULTIMA
• PZL Filters

Products and services

• PRINZ Racing Braking Systems Brake discs and brake pads under the PRINZ RACING brand, designed and rigorously tested for maximum safety and stability across driving conditions; covers cars and trucks with more than 1,700 references.
• PRINZ POWER Batteries Automotive batteries produced in Europe, designed for power and longevity across European DIN, Asian JIS, and heavy-duty truck, van, and bus applications, featuring FFD grid technology and Magic Eye electrolyte indicator.
• PRINZ OE-TECH Shock Absorbers Gas, oil, and truck shock absorbers equipped with OE-TECH technology for near-instantaneous responsiveness to changing road and driving conditions, delivering consistent ride and handling.
• RADIA PLUS Coolants High-performance coolants developed and produced in France, including G12 and G13 variants plus universal and Renault-specific formulations; protect against corrosion and provide antifreeze protection down to -37°C and overheating protection above +110°C.
• PRINZ ULTIMA Lubricants High-performance lubricants 100% made in France, including engine oils (VL and PL grades), transmission oils, and hydraulic oils, formulated using advanced viscosity studies for engine protection with professional drain intervals up to 60,000 km.
• PRINZ AdBlue 32.5% aqueous urea solution for diesel engines equipped with selective catalytic reduction (SCR); reduces NOx emissions by up to 90% and ensures compliance with Euro 4, 5, and 6 standards.
• PZL Filters Air, oil, cabin, fuel, and hydraulic filters 100% made in Europe with IATF 16949:2016 certification and over 99.95% filtration efficiency; covers motorcycles, cars, trucks, and machinery with over 80 years of innovation heritage.
• Original Equipment (OE) Parts Authentic original parts purchased exclusively from official partners and sold in original packaging; compatible with Volkswagen, Mercedes, Skoda, Audi, Renault, Dacia, Land Rover, Mazda, Peugeot, Toyota, BMW, Citroën, Fiat, Ford, and Hyundai.
• PRINZ Brake Fluids Brake fluids formulated for hydraulic braking systems.
• PRINZ Grease Automotive grease products for vehicle maintenance applications.

Quantifiable outcome

• Coolants protect against freezing down to -37°C and overheating to more than +110°C
• +4 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• CLAScoreStrategic or Co-development PartnerPRINZ develops partnerships with international companies including CLAS, the leader in premium garage equipment. CLAS provides premium garage equipment offerings that complement PRINZ's automotive parts range. CLAS representatives have conducted demonstrations at PRINZ booth during Equip Auto Alger events.
• PZL FilterscoreTechnology or IntegrationPRINZ acquired and operates the PZL Filters brand, a manufacturer with over 80 years of experience producing air, oil, cabin, fuel, and hydraulic filters. PZL products are 100% made in Europe, certified IATF 16949:2016, and available on TecDoc international vehicle catalog database.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Febi Bilstein: German aftermarket parts manufacturer with a broad multi-category portfolio (brakes, suspension, filters, fluids) sold through international distributors — highly comparable size, scope, and go-to-market model to PRINZ.
• Textar (TMD Friction): German brake friction specialist selling OE-quality pads and discs through international distributors — directly competes with PRINZ Racing in friction and OE positioning.
• Blue Print (BP Automotive): UK-based aftermarket parts distributor with a wide multi-category parts range focused on Asian and European vehicle parc — directly comparable breadth and distributor-led model.
• Meyle: German independent aftermarket parts maker covering suspension, brakes, steering, filters, and drivetrain components with similar European quality positioning and global distributor-led sales — closely mirrors PRINZ's profile.
• ATE (Continental): Premium European brake hydraulics and friction brand with OE pedigree, distributed through workshops worldwide — direct competitor in the premium brake segment PRINZ targets.
• FERODO (Tenneco / DRiV): Specialist brake friction brand (pads, discs, drums) with strong European manufacturing heritage and global aftermarket distribution — directly overlaps with PRINZ Racing's core brake line.

Broad incumbents

• Castrol (bp): Global lubricants giant with deep presence in engine oils, transmission fluids, and coolants — directly competes with PRINZ ULTIMA and RADIA PLUS in international distributor channels.
• Brembo: Global brake systems incumbent with deep OE contracts and a premium aftermarket presence — significantly larger than PRINZ but directly competing for the same distributor shelf space in brakes.
• Bosch Automotive Aftermarket: Global automotive aftermarket incumbent with a vastly larger portfolio (filters, brakes, batteries, electronics, diagnostics) — represents both a benchmark and a primary competitive threat across nearly every PRINZ product line.
• Mahle Aftermarket: Global aftermarket powerhouse in filters, engine components, and thermal management — directly overlaps with PRINZ's filter (PZL) and coolant (RADIA PLUS) categories with much greater scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks3 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/prinzautomotive
• LinkedInlinkedin.com/company/prinz-automotive
• Instagraminstagram.com/prinz_automotive

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Prinz Automotive