What Mercedes-benz Auto Frelik does

Mercedes-benz Auto Frelik (legal entity: Auto Frelik Spółka Komandytowa, KRS 0000389754) is an authorized Mercedes-Benz dealer serving the Kuyavian-Pomeranian Voivodeship in Poland, with showrooms in Toruń and Bydgoszcz. The firm was founded in 1966 by Tadeusz Frelik as a body repair workshop, became a Mercedes-Benz dealer under Daimler AG in 2000, and is now led by President Anna Frelik as part of the multi-brand AF Group (also representing Jeep, Fiat, Ducati, and Harley-Davidson). Across approximately 180 employees, the company sells the full Mercedes-Benz lineup — passenger vehicles (A through S-Class, GLA/GLC/GLE/GLS, EQS, EQE), commercial vehicles (Citan, Vito, Sprinter, including Sprinter Kamper and Marco Polo camper variants), the Mercedes-AMG performance sub-brand, and Mercedes-EQ electric models — together with certified pre-owned vehicles. The aftersales stack includes authorized workshop service using genuine Mercedes-Benz parts, mobile and Door-to-Door service, Mercedes me connected services, Mobilo roadside assistance, Service Select post-warranty packages, accident/body repair, Manufaktur customization, AMG Experience events, and an Allegro online parts storefront.

The revenue model blends one-time transactions (new and certified pre-owned vehicle sales, parts) with recurring service revenue (maintenance, repair, service contracts, Service Select subscription-style packages) and commission-based financing and insurance flows through Mercedes-Benz Leasing, Lease&Drive, and dealer-arranged insurance. Distribution runs through physical showrooms, a dedicated Van ProCenter for commercial fleets, mobile service, online service booking, virtual showroom tours, and an educational blog plus email newsletter funnel. The technology stack is largely inherited from Mercedes-Benz (MBUX, Mercedes me, EU Data Act-compliant connected vehicle data ~50 MB/month per vehicle), augmented by standard martech integrations (Google Analytics 4, Meta Pixel, LinkedIn Insight Tag, Hotjar, CookieYes). Operational credentials include ISO 9001:2015 certification (Certificate Q-9463/24, QSCert, valid until 30.11.2027) and Mercedes-Benz Dealer of the Year 2024, with a new Toruń facility at ul. Szosa Bydgoska 104 opening 29.06.2026.

Name

Mercedes-benz Auto Frelik

Legal name

Auto Frelik Spółka Komandytowa

Website

https://autofrelik.pl

Company type

Private

Founded year

1966

Operating status

Operating

Short description

Authorized Mercedes-Benz dealer in Poland's Kuyavian-Pomeranian Voivodeship, selling new and certified pre-owned passenger, commercial, and electric vehicles from showrooms in Toruń and Bydgoszcz, and delivering authorized service, parts, financing, and AMG events to retail and fleet customers.

Ownership category

akta.pro rank

Product category

Automotive Retail

NAICS

Automobile Dealers (4411), Used Car Dealers (441120)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD)

Keywords

• Automotive dealership
• Passenger vehicle sales
• Commercial vehicle dealer
• Authorized vehicle service
• Premium car retail

Headquarters

HQ city

Torun

HQ country

Poland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Mercedes-Benz passenger vehicles (Class A through S, GLA, GLC, GLE, GLS, EQS, EQE, etc.) and commercial vehicles (Citan, Vito, Sprinter) to individual and business customers. Revenue generated per vehicle transaction with various financing options including Lease&Drive.
2. Used/Certified Vehicle Sales: Sale of certified pre-owned and used Mercedes-Benz vehicles with warranty coverage. Vehicles are inspected by authorized service and sold with full documentation. Includes trade-in and vehicle evaluation services.
3. Aftersales Service and Repairs: Authorized Mercedes-Benz service covering inspections, repairs, diagnostics, and maintenance. Services include Service Select subscription-like packages, mobile service, Door-to-Door service, air conditioning, brake systems, and accident repairs.
4. Original Parts Sales: Sale of genuine Mercedes-Benz replacement parts and accessories through online shop on Allegro and in-dealership parts counter. Includes parts return policy and warranty on parts.
5. Detailing and Specialty Services: Professional vehicle detailing, interior ozonation (39 PLN net), and Manufaktur custom vehicle personalization services.
6. Financing and Insurance Products: Dealer-arranged vehicle financing through Mercedes-Benz Leasing, insurance products, and warranty packages. Commission-based revenue from third-party financial and insurance partners.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Mercedes-Benz Auto Frelik is an authorized Mercedes-Benz dealer in northern Poland, retailing new and certified pre-owned Mercedes-Benz passenger cars and commercial vans through showrooms in Toruń and Bydgoszcz. The dealership also provides authorized maintenance and repair services, genuine parts, Mercedes me connected-car activation, and dealer-arranged financing and insurance. Through the Mercedes-Benz Van ProCenter it serves business and fleet customers with commercial vehicles, while the AF Group umbrella extends representation to Jeep, Fiat, Ducati, and Harley-Davidson.

Product overview

Auto Frelik is an authorized Mercedes-Benz dealer operating as a comprehensive automotive retail and service platform. The company offers a portfolio of products organized around vehicle sales (new and used passenger and commercial vehicles) supplemented by extensive after-sales services. Core product lines include new Mercedes-Benz passenger cars (GLA, GLC, GLE, GLS, Clase A/C/E/S, CLA, AMG) and commercial vehicles (Sprinter, Vito, Citan), along with certified pre-owned vehicles. After-sales services encompass authorized workshop maintenance, genuine parts, mobile and Door-to-Door service, connected services (Mercedes Me), mobility guarantees (Mobilo), service contracts, extended warranties, accident repairs, detailing, and vehicle customization (Manufaktur). The company also provides AMG Experience events for performance vehicle enthusiasts and maintains a customer loyalty club. Financing and insurance products are offered through Mercedes-Benz Financial Services partnerships. The portfolio is organized as a core dealership model supplemented by value-added service modules rather than a unified software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• New Mercedes-Benz passenger cars Retail sale of new Mercedes-Benz passenger vehicles, including core, AMG, Maybach, and EQ models, sold to individual retail customers through the authorized showroom network.
• Mercedes-Benz Van ProCenter (commercial vehicles) Dedicated commercial-vehicle sales channel offering Mercedes-Benz vans and trucks to business and fleet customers, including configuration advice, upfitting solutions, fleet financing, and authorized aftersales.
• Das WeltAuto certified pre-owned vehicles Certified pre-owned passenger and commercial Mercedes-Benz vehicles (and other AF Group brands) sold with manufacturer-backed warranty and inspection, targeted at value-oriented premium buyers.
• Authorized vehicle service and maintenance Authorized Mercedes-Benz workshop services covering scheduled maintenance, diagnostics, mechanical and body repair, and warranty work for Mercedes-Benz passenger and commercial vehicles.
• Genuine Mercedes-Benz parts and accessories Sale of genuine Mercedes-Benz replacement parts and accessories for service, repair, and personalization of Mercedes-Benz vehicles, available through the authorized parts operation.
• Mercedes me connected services Customer onboarding, activation, and support for Mercedes me connected-car services, including remote vehicle access, navigation, and service management features.
• Dealer-arranged vehicle financing and insurance Dealer-arranged retail and commercial financing and insurance products offered at point of sale, typically through Mercedes-Benz Financial Services and partner insurers, generating commission income for the dealership.

Quantifiable outcome

• Up to 25% savings on inspections and selected services for vehicles older than 5 years through Service Select program
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Mercedes-Benz Polska sp. z o.o.coreChannel Partner/ Reseller/ Distributor · 1 January 2000Since 2000, Auto Frelik has been an authorized dealer of Mercedes-Benz, representing the brand in the Kuyavian-Pomeranian Voivodeship (Bydgoszcz and Toruń). The partnership covers new vehicle sales, aftersales service, and parts distribution under Mercedes-Benz brand standards. Auto Frelik received Dealer of the Year 2024 recognition from Mercedes-Benz Polska.
• AF Group (Anna Frelik Sp. k.)coreStrategic or Co-development PartnerAF Group is the parent organization managing Auto Frelik and related automotive showrooms. The group encompasses multiple brands including Mercedes-Benz, Jeep, Fiat, Ducati, and Harley-Davidson across three showrooms with 180 employees. Auto Frelik represents the Mercedes-Benz operations within the group portfolio.
• Mercedes-Benz LeasingcoreChannel Partner/ Reseller/ DistributorMercedes-Benz Leasing provides vehicle financing solutions to Auto Frelik customers. The partnership enables customers to finance vehicle purchases through leasing arrangements, with e-invoice portal access and flexible contract modification options.
• Lease&DriveminorChannel Partner/ Reseller/ DistributorLease&Drive is a vehicle leasing program offered through Auto Frelik for business customers. CITAN models are available from 250 PLN net/month under this financing arrangement, targeting SME fleet operators.
• QSCert spol. s r.o.minorImplementation/ SI/ Consulting PartnerQSCert spol. s r.o. is the certification body that conducted the ISO 9001:2015 audit and issued Certificate No. Q-9463/24 to Auto Frelik for its quality management system covering vehicle sales and after-sales service.
• AllegrominorChannel Partner/ Reseller/ DistributorAuto Frelik operates an online parts and accessories shop through the Allegro marketplace (allegro.pl/uzytkownik/Auto-Frelik_MB/sklep), distributing genuine Mercedes-Benz parts to customers nationwide through this e-commerce platform.

Scale indicators7 records

Recent moves1 record

Expansion highlights6 records

Direct peers

• Grupa Cichy-Zasada: Multi-brand Polish automotive dealer group operating in southern Poland with authorized sales, service, and parts operations; comparable to Auto Frelik in offering a full-service authorized dealer model across multiple brands within a defined regional territory.
• Audi Polska dealer network: Audi's authorized dealer network in Poland offers direct competition in the premium passenger vehicle segment, operating under a parallel authorized-dealer sales and service model targeting the same premium buyer pool as Auto Frelik.
• Sobiesław Zasada Group: One of Poland's largest automotive dealer groups operating Mercedes-Benz and other premium franchises across multiple regions, with similar authorized dealership, service, and parts operations as Auto Frelik; both operate a full-service authorized Mercedes-Benz dealer model with multiple showrooms and 25+ year OEM relationships.
• British Automotive Polska: Authorized BMW dealer in Poland operating under a similar authorized-dealer model with sales, certified service, parts, and F&I; directly competes for premium passenger vehicle buyers in the Polish market against Auto Frelik's Mercedes-Benz franchise.
• PGD (Polska Grupa Dealerów): One of Poland's largest multi-brand automotive dealer networks operating authorized sales and service for multiple brands across the country; directly comparable to Auto Frelik in operating authorized sales, certified service, and parts distribution under a multi-brand structure.
• Toyota Polska dealers: Toyota's authorized dealer network in Poland directly competes in the commercial vehicle segment (Hilux, Proace) and increasingly in hybrid/electrified passenger vehicles; operates under a similar authorized-dealer sales and service model competing with Auto Frelik's Sprinter/Vito fleet business.
• Porsche Polska dealers: Porsche's authorized dealer network in Poland competes in the ultra-premium segment with a similar authorized dealer sales and service structure, targeting overlapping premium and high-net-worth buyers who may cross-shop Mercedes-Benz.

Broad incumbents

• Inchcape Polska: Global automotive distributor with operations in Poland representing multiple premium and volume brands through authorized retail and service networks; operates a broader portfolio across multiple markets under a model that includes authorized dealers and direct OEM relationships.
• Mercedes-Benz Polska: The Polish arm of Mercedes-Benz AG that authorizes and oversees the dealer network including Auto Frelik; defines brand standards, F&I products (MBFS, Lease&Drive), and future sales models (potentially including direct/agency models) that shape dealer economics and strategic direction.

Emerging players

• Auto1 Group: European online used car platform that operates as an alternative to traditional authorized used-vehicle sales; competes indirectly with Auto Frelik's certified pre-owned business by offering a digital-first used car buying and selling experience across Poland.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AutoFrelik
• Instagraminstagram.com/mercedesautofrelik
• LinkedInlinkedin.com/company/mercedesbenzautofrelik

Compliance1 record

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 Mercedes-benz Auto Frelik