What Leseberg Automobile Gmbh does

Leseberg Automobile GmbH is a family-owned, multi-brand authorized automotive dealership and service company headquartered in Hamburg-Osdorf, Germany. Founded in 1878 as a blacksmith forge and now operated in its 7th generation under managing directors Patrick Leseberg and Toni Pecic, the business operates from two physical locations roughly 200 meters apart on Osdorfer Landstraße: the main site (193-217) dedicated to Mercedes-Benz and smart, and a secondary site (206-208) for Volkswagen, Škoda, and XPeng, opened in February 2013. With approximately 200 employees, the company holds concurrent OEM service certifications from Mercedes-Benz (since 1963, including truck/transporter and the Mercedes-Benz Classic Center Nord for classic vehicles since 1999), smart (since 2003), Volkswagen (since 2009), Škoda (since 2020), and XPeng, alongside authorized body and paint operations.

The company's core offering is full vehicle lifecycle support: new vehicle sales, certified pre-owned programs (Mercedes-Benz "Junge Sterne," smart "jung@smart," and the "Elbautos" sub-brand for used electric and hybrid vehicles at the Alt-Osdorf site), and a comprehensive workshop covering passenger cars, trucks and transporters including inspection, repair, bodywork, painting, windshield repair, tire change and storage, Dekra-conducted HU/AU inspections, and UVV commercial-vehicle inspections. Complementary revenue streams include OEM parts and accessories, vehicle financing and trade-in, vehicle care and detailing packages (priced €55–€299), Mercedes-Benz and smart Wallbox home-charging installation support (up to 22kW), 24-hour manufacturer-coordinated roadside assistance, and mobility services such as replacement vehicles and pick-up/delivery.

The go-to-market is direct-to-consumer through the physical showrooms, supplemented by an enterprise field-sales motion for commercial fleet operators. Marketing runs through the corporate website (leseberg.de), the major German automotive marketplaces (Mobile.de with a 4.8-star dealer rating, AutoScout24), an embedded Carmazoon24 inventory marketplace, brand-specific online appointment booking portals, email automation via Klick-Tipp and CleverReach, social media (Facebook, LinkedIn, Instagram), and local sports-club sponsorships. Pricing on vehicles and repairs is consultation-based and not publicly disclosed; only the vehicle-care packages carry published tier pricing. The company has no disclosed outside investors, is privately held under German GmbH law, and does not publish revenue figures.

Name

Leseberg Automobile Gmbh

Legal name

Leseberg Automobile GmbH

Website

https://leseberg.de

Company type

Private

Founded year

1878

Operating status

Operating

Short description

Leseberg Automobile GmbH is a 7th-generation, family-owned multi-brand automotive dealership in Hamburg selling and servicing Mercedes-Benz, smart, Volkswagen, Škoda, and XPeng vehicles across two locations with approximately 200 employees.

Ownership category

akta.pro rank

Product category

Automotive Retail and Aftersales Services

NAICS

Used Car Dealers (44112), Automotive Parts and Accessories Retailers (441330)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

Exhaust & Emissions/Smog Testing & Repair (TLAKAAAI)

Keywords

• Authorized auto dealership
• Vehicle sales service
• Automotive repair services
• Used car dealership
• Vehicle parts accessories

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales (New and Used): Sale of new and certified pre-owned vehicles across Mercedes-Benz (Junge Sterne), smart (jung@smart), Volkswagen, Škoda, XPeng brands, plus general used vehicles. Vehicles sourced through manufacturer brand pools (e.g., central Mercedes-Benz pool of ~8,000 vehicles) and direct trade-ins.
2. Workshop and Maintenance Services: Certified workshop services for PKW (cars), LKW (trucks), and transporters across all represented brands. Includes inspection, repair, bodywork, painting, windshield repair, tire change and storage, main inspection (HU/AU via Dekra), and UVV inspections for commercial vehicles.
3. Original Parts and Accessories Sales: Sale of original manufacturer replacement parts and accessories for all brands via direct in-house parts department, ordered through each brand's official parts system.
4. Vehicle Financing and Trade-in: Financing and leasing products offered for used vehicle purchases. Trade-in of all vehicle makes accepted; online vehicle evaluation tool provided.
5. Vehicle Care and Detailing Packages: Professional vehicle preparation and cosmetic services sold as tiered packages (Badeangebot 1/2/3), polish, ozone treatment, convertible top cleaning, starting at €55 for basic wash up to €299 for full interior/exterior package.
6. Wallbox Sales and Installation Support: Sale and installation support of Mercedes-Benz and smart branded home charging stations (Wallbox) with up to 22kW charging capacity.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Leseberg Automobile GmbH operates two authorized multi-brand automotive dealership locations in Hamburg-Osdorf, selling new and certified pre-owned vehicles from Mercedes-Benz, smart, Volkswagen, Škoda, and XPeng, and delivering manufacturer-certified workshop, maintenance, bodywork, painting, and original-parts services across passenger cars, trucks, and transporters. The business also runs branded used-vehicle programs (Junge Sterne, jung@smart, Elbautos), commercial fleet services including UVV inspections, mobility solutions during repairs, and EV charging (Wallbox) installation support.

Product overview

Leseberg Automobile GmbH operates as an authorized multi-brand dealership with certified partnerships for Mercedes-Benz, smart, Volkswagen, Škoda, and XPeng. The company offers vehicle sales, maintenance, and repair services across two Hamburg locations (Osdorfer Landstraße 193-217 and 206-208). Its product portfolio includes branded vehicle services (Mercedes-Benz Service with Classic Center, smart Service, Volkswagen Service, Škoda Service since 2020, and XPeng Service), certified pre-owned vehicle programs (Junge Sterne for Mercedes-Benz, jung@smart, and Elbautos for electric/hybrid vehicles), and complementary services including tire storage, vehicle care packages, windscreen repair, body/paint services, mobility solutions during workshops, wallbox installation, online appointment booking, and vehicle inspections. The company employs approximately 200 staff across its Hamburg facilities and has operated for nearly 200 years as a family business in its seventh generation.

Differentiator

Problem solved

Functional benefit

Brands

• Elbautos: A used car marketplace operated by Leseberg in Alt-Osdorf, offering certified pre-owned vehicles including Volkswagen, Škoda, and electric/hybrid vehicles with quality guarantees.

Products and services

• Authorized Multi-Brand Dealership Services Authorized sales, certified workshop, and original parts for Mercedes-Benz, smart, Volkswagen, Škoda, and XPeng delivered through two Hamburg-Osdorf locations.
• Mercedes-Benz Sales, Service & Classic Center Authorized sales of new Mercedes-Benz vehicles, certified workshop servicing for PKW/LKW/Transporter, original parts, and Classic Center Nord restoration for Oldtimer/Youngtimer.
• smart Sales and Service Certified smart workshop services, repairs, warranty work, original parts, and used smart vehicle sales (jung@smart program).
• Volkswagen Service and Sales Authorized Volkswagen workshop services for passenger cars and commercial vehicles, inspection, repair, bodywork, painting, original parts, and pre-owned Elbautos vehicle sales.
• Škoda Service and Sales Certified Škoda maintenance, repairs, warranty work, original parts, and used Škoda vehicle sales (Elbautos program).
• XPeng EV Service Certified XPeng workshop services including EV-specific diagnostics, software updates, warranty work, and support for digital vehicle functions. XPeng new vehicle sales are handled by affiliated company Leseberg & SüverkrüpBrinkmann GmbH.
• Junge Sterne (Mercedes-Benz Certified Pre-Owned) Mercedes-Benz certified pre-owned program offering 24-month warranty, 12-month mobility guarantee, comprehensive inspection, and access to a central pool of ~8,000 model-year vehicles; over 100 units typically available on the lot.
• jung@smart (Smart Certified Pre-Owned) Smart certified pre-owned vehicle program with 24-month warranty, verified mileage, current inspection certification, and coverage of maintenance work.
• Elbautos Used Vehicle Marketplace Certified pre-owned vehicle program at the Alt-Osdorf location for Volkswagen, Škoda, electric, and hybrid vehicles, with 10-day exchange policy, extended financing options, and warranty coverage.
• Vehicle Financing, Leasing and Trade-In Financing and leasing products for used vehicle purchases plus online and in-person vehicle valuation for trade-in of all makes.
• Tire Change and Storage Service Seasonal tire change with climate-controlled tire storage, available in full-service (clean, balance, store) or store-service options.
• Vehicle Care and Detailing Packages Tiered wash and detailing packages: Badeangebot 1 (€55, basic wash), Badeangebot 2 (€199, full interior/exterior), Badeangebot 3 (€299, premium including seat deep-clean), Politur (€209), Ozone treatment (€165), and convertible top cleaning (€115).
• Vehicle Inspection (HU/AU) Main technical and emissions inspections conducted on-site by Dekra for road safety and environmental compliance certification.
• Windscreen Repair Stone-chip and windscreen repair with insurance claim handling, typically covered by comprehensive insurance without deductible.
• Body and Paint Center In-house bodywork and paint services serving all represented brands, with capacity for accident repair and cosmetic restoration.
• Wallbox Sales and Installation Support Mercedes-Benz and smart branded home charging stations with up to 22kW charging capacity, programmable via connected vehicle apps.
• UVV (Accident Prevention) Inspections for Commercial Vehicles Mandatory DGUV §57 annual safety inspections for commercial trucks and transporters, plus mobile service offerings for fleet operators.
• Mobility Services During Workshop Visits Replacement vehicles, pick-up/delivery service, and complimentary bicycle loans to maintain customer mobility during maintenance or repair work.
• Original Parts and Accessories Sales Sale of manufacturer replacement parts and accessories for all represented brands via the in-house parts department and each brand's official parts system.
• 24-Hour Emergency Roadside Assistance Coordination Round-the-clock emergency breakdown assistance coordinated for Mercedes-Benz, smart, Volkswagen, and Škoda vehicles via manufacturer hotlines.

Quantifiable outcome

• Over 100 certified 'Junge Sterne' used Mercedes-Benz vehicles always available on the lot.
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability4 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Spielvereinigung Blankenese e.V. (SVB)minorGTM or Marketing Partner · 1 January 2024Partnership with SVB sports club established in 2024.
• Škoda AutocoreChannel Partner/ Reseller/ Distributor · 1 January 2020Certified Škoda Service Partner since 2020, offering complete service including maintenance, repairs, warranty work, parts and accessories for Škoda vehicles. Expanded service offering at second location.
• Grossflottbeker Tennis-, Hockey- und Golf-Club e.V. (GTHGC)minorGTM or Marketing Partner · 1 January 2019Sports sponsorship relationship with GTHGC since 2019, supporting shared sporting goals.
• Volkswagen AGcoreChannel Partner/ Reseller/ Distributor · 1 January 2009Certified Volkswagen Service Partner since January 2009 for both passenger cars and commercial vehicles (Nutzfahrzeuge). Volkswagen Center opened February 2013 at separate address. Full service competence including inspection, repair, parts, bodywork, and painting for all VW models.
• smartcoreChannel Partner/ Reseller/ Distributor · 1 January 2003Authorized smart service partner starting 2003. Expanded in June 2007 to include new smart vehicle sales mediation (Vermittlung). Certified for service, maintenance, and new vehicle sales of smart vehicles.
• Mercedes-Benz Group AG (Daimler AG)coreChannel Partner/ Reseller/ Distributor · 1 January 1963Authorized Mercedes-Benz service partner since 1963. Initially awarded truck service contract; PCW contract followed after new building construction. Longest-standing brand partnership — nearly 60 years. Certified for passenger cars (PKW), trucks (LKW), and transporters. Also authorized for Mercedes-Benz Classic Center (Oldtimer/Youngtimer) since 1999.
• XPengcoreChannel Partner/ Reseller/ DistributorCertified XPeng Service Partner offering complete service for XPeng vehicles including maintenance, repairs, warranty work, parts, and digital vehicle functions. Specializes in EV-specific diagnostics and software updates. New vehicle sales handled by affiliated company Leseberg & SüverkrüpBrinkmann GmbH.
• TuS Osdorf von 1907 e.V.minorGTM or Marketing PartnerMain sponsor (Hauptsponsor) of local sports club TuS Osdorf — long-standing partnership supporting community sports.
• HSV Eishockey (Hamburger SV Eishockey)minorGTM or Marketing PartnerShort-term partnership with HSV Eishockey team. Company provides smart EQ fortwo vehicle to the team as part of sponsorship.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Others

• Mobile.de: Germany's largest online automotive marketplace. Not a direct competitor but a key channel — Leseberg lists certified pre-owned inventory on Mobile.de and holds a 4.8-star dealer rating on the platform.
• AutoScout24: Major European online vehicle marketplace used by Leseberg to surface used inventory. Not a competitor but a parallel sales/listing channel that competes for dealer marketing attention and consumer attention.

Broad incumbents

• AVAG Holding SE: Large multi-brand automotive retail and service group based in southern Germany with a broad OEM portfolio across many locations. Comparable as a much larger scaled incumbent operating a similar full-service authorized dealer model.

Emerging players

• Heycar: OEM-backed online used-car platform (founded by Volkswagen and partners) selling certified pre-owned vehicles directly. Indirectly competitive as an emerging channel that challenges traditional dealer-led certified pre-owned programs like Leseberg's 'Junge Sterne' and 'Elbautos'.

Direct peers

• Senger Gruppe: One of Germany's largest multi-brand authorized dealer groups headquartered in northern Germany, representing Mercedes-Benz, Volkswagen and other major OEMs across multiple locations. Highly comparable as a multi-brand authorized dealer with similar brand mix and full-service workshop/parts operations.
• Hugo Pfohe GmbH: Multi-brand automotive dealer group in northern Germany with Mercedes-Benz, Volkswagen and other OEM authorizations. Directly comparable as a regional multi-brand authorized group offering new/used sales, certified service and fleet support.
• Sternpartner GmbH & Co. KG: Multi-brand automotive dealer group in the Berlin-Brandenburg region operating several full-service dealerships. Comparable in offering an authorized multi-brand portfolio (VW Group and Mercedes-Benz brands) under a unified service platform.
• Rosier GmbH & Co. KG: Long-established Mercedes-Benz partner operating across northern Germany including the Hamburg metropolitan area. Closely comparable in geography (Hamburg overlap), OEM mix and full-service dealership model.
• Beresa GmbH: Mercedes-Benz authorized dealer group with multiple locations primarily in the Münsterland/NRW region. Comparable as a long-tenured authorized Mercedes service and sales partner with both passenger car and commercial vehicle service.

Regional players

• Max Moritz Automobile GmbH & Co. KG: Volkswagen and Skoda dealer group in the Hamburg metropolitan area. Comparable as a Hamburg-region multi-brand VW Group authorized dealer with overlapping Volkswagen and Škoda service scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/leseberg.automobile
• LinkedInlinkedin.com/company/leseberg-automobile-gmbh
• Instagraminstagram.com/leseberg.automobile

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Leseberg Automobile Gmbh