Motorworld Consulting Gmbh & Co. Kg

What Motorworld Consulting Gmbh & Co. Kg does

Motorworld Consulting GmbH & Co. KG, headquartered in Schemmerhofen, Germany, is the development, advisory and brand-management entity of the privately held Motorworld Group. Founded in 2009 by the Dünkel family, the Group develops, builds and operates a network of automotive-themed experience venues across German-speaking Europe and the Mediterranean, marketed as the world's largest brand-independent classic car and sports car centre. The platform spans 10 locations: Region Stuttgart (flagship, 2009), Köln | Rheinland (2018, housing the Michael Schumacher Private Collection), München (2021), Berlin, Village Metzingen, Manufaktur Rüsselsheim, Manufaktur Region Zürich (Kemptthal, Switzerland), Mallorca (publicly opened April 2025), and Zeche Ewald Ruhr (under construction), with Sofia, Bulgaria under contract. Each venue repurposes a historic landmarked site, such as the former Württemberg state airport, Deutsche Bahn repair facility, Butzweilerhof airport and Zeche Ewald coal mine, into a campus combining event halls (capacities up to 6,000 persons and over 4,000 sqm), themed hotels (V8 Hotel, AMERON Hotel), restaurants and bars (including the MOTORWORLD Inn Mallorca), retail and workshop showrooms for 40+ premium vehicle brands, paid parking, and recurring event series (MOTORTREFF, WINE-HALLE, After-Work-Ride, TARDEO, BREAKFAST CLUB, BBQ NIGHT, PASTA LA VISTA).

The business operates five monetisation streams: event-location rentals (professional services), gastronomy and hospitality (managed services including themed hotels), automotive retail and service (hardware sales), fee-based parking (transaction fees) and the MOTORWORLD Membercard subscription. Ancillary revenue lines include the MOTORWORLD Shop e-commerce store, MOTORWORLD Bulletin publication, MOTORWORLD Trackdays driving experiences, MOTORWORLD Buchpreis literary award and the recently launched Motorworld Drivers Lounge coworking facility in Mallorca. Go-to-market is hybrid: event-driven acquisition through 5,000+ annual events and community-led engagement via enthusiast chapters, membercard and social channels (Instagram motorworld_group, Facebook, WhatsApp). Tier-1 global partners include Allianz, DEKRA, SONAX, IWC Schaffhausen, BMW Motorsport and VIEROL (effective January 2026); institutional affiliations include IAA Mobility (Official Cooperation Partner) and Laureus Sport for Good Foundation Germany (Country Patron). The Group delivers over 5 million annual visitors across its venues, supports more than 5,000 events per year, and is controlled through Dünkel Investment GbR with no disclosed venture, private equity or public shareholders. Managing Directors are Andreas Dünkel and Felix Oberle.

Name

Motorworld Consulting Gmbh & Co. Kg

Legal name

MOTORWORLD Consulting GmbH & Co. KG

Website

https://motorworld.de

Company type

Private

Founded year

2009

Operating status

Operating

Short description

Motorworld Consulting GmbH & Co. KG develops and operates a network of automotive-themed experience venues across Germany, Switzerland and Spain, combining repurposed heritage sites with event halls, themed hotels, gastronomy, retail and automotive brand showrooms for enthusiasts and corporate clients.

Ownership category

akta.pro rank

Product category

Automotive Experience Centers and Event Venue Services

NAICS

Amusement and Theme Parks (71311), Motor Vehicle and Parts Dealers (441), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997), Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Auto, Boat & RV Shows (MPAGAFAC)

akta.pro secondary industry

Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)

Keywords

• Automotive experience centers
• Classic car venues
• Event venue rentals
• Themed hospitality hotels
• Automotive lifestyle destinations

Headquarters

HQ city

Schemmerhofen

HQ country

Germany

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Location Rentals: Motorworld rents out multifunctional event spaces in various sizes (over 4,000 sqm, up to 6,000 persons) for customer and employee events, pop-ups, roadshows, exhibitions, presentations, fairs, concerts, celebrations, weddings, galas, parties, conferences, and congresses - both indoor and outdoor.
2. Gastronomy and Hospitality: The locations feature diverse restaurants, bars, themed hotels (V8 Hotel, Ameron Hotel), and hospitality services. Revenue comes from food and beverage sales, hotel accommodations, and event catering services.
3. Retail and Service: Automotive retail and service operations including showrooms for vehicle dealerships, workshops, glass boxes for vehicle display, and lifestyle accessory shops (Motorworld Shop).
4. Parking Services: Parking facilities at locations with fee-based access. Example: Stuttgart parking at €1.30/hour, €15 daily rate.
5. Membership Program: Motorworld Membercard program offering benefits and exclusive access to members.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Motorworld Consulting develops, builds, and operates the MOTORWORLD network of mobility experience sites dedicated to automotive passion. The company advises on new Motorworld locations and projects, checks feasibility, manages brand consistency, and runs multifunctional venues that combine exhibition halls, themed hotels, restaurants, vehicle showrooms, workshops, and event spaces across nine operational locations in Germany, Switzerland, and Mallorca.

Product overview

MOTORWORLD is a platform of 9+ physical locations (core product) across Germany, Switzerland, Mallorca, and Bulgaria, each comprising a campus of event venues, hospitality, retail, workshops, and themed hotels dedicated to automotive passion and mobile lifestyle. The platform consists of the core Eventlocations infrastructure (9 named locations in Stuttgart, München, Köln/Rheinland, Berlin, Rüsselsheim, Zürich, Mallorca, Zeche Ewald/Ruhr, and Metzingen), complemented by sub-brands including V8 Hotel and AMERON Hotel (themed accommodation), MOTORWORLD Inn Mallorca (gastronomy with multiple dining concepts), MOTORWORLD Drivers Lounge (coworking/meeting spaces), MOTORWORLD Bulletin (automotive publication), MOTORWORLD Shop (merchandise), MOTORWORLD Trackdays (driving experiences), MOTORWORLD Membercard (loyalty program), MOTORWORLD Buchpreis (annual book award), and recurring event series (MOTORTREFF, WINE-HALLE, After-Work-Ride, TARDEO, BREAKFAST CLUB, BBQ NIGHT, PASTA LA VISTA). The platform collectively hosts over 5,000 events annually and attracts more than 5 million visitors per year, uniting over 40 of the world's most exclusive vehicle brands.

Differentiator

Problem solved

Functional benefit

Brands

• V8 Hotel: Theme hotel associated with Motorworld locations in Stuttgart and Köln
• MOTORWORLD Inn Mallorca
• MOTORWORLD Bulletin
• GREENENERGYWORLD
• MOTORWORLD Book Prize

Products and services

• MOTORWORLD Eventlocations Multifunctional event venue rental across nine Motorworld locations in Germany, Switzerland, Mallorca, and Bulgaria. Provides indoor and outdoor spaces for corporate events, conferences, trade shows, concerts, galas, weddings, brand activations, and pop-ups with capacities exceeding 4,000 sqm and up to 6,000 persons.
• V8 Hotel Thematic hotel brand at Motorworld Region Stuttgart (Böblingen) with car-themed suites and rooms with automotive-inspired design, positioned within the Motorworld automotive experience environment. A V8 Hotel is also coming soon at the Zeche Ewald – Ruhr location in Herten.
• AMERON Hotel (Motorworld München) Four-star hotel integrated into the Motorworld München location, offering accommodations adjacent to event spaces and automotive exhibition areas.
• MOTORWORLD Inn Mallorca On-site gastronomy destination at Motorworld Mallorca featuring a terrace under historic windmills, outdoor bar, lounge areas, and multiple dining concepts including BREAKFAST CLUB (€34.90), PASTA LA VISTA (€39.90), BBQ NIGHT (€49.90), and SCHNITZEL & FRIENDS (€29.90) per person.
• MOTORWORLD Drivers Lounge Exclusive business and lifestyle oasis at Motorworld Mallorca covering 300 square metres, offering modern coworking spaces, private offices, fully equipped meeting rooms, and elegant lounge areas.
• MOTORWORLD Shop Merchandise and accessories store operating both online and at Motorworld locations, selling Paddock Legends motorsport collections and automotive lifestyle products.
• MOTORWORLD Trackdays Driving experience and track day program connecting automotive enthusiasts with track events and driving experiences at Motorworld locations.
• MOTORWORLD Membercard Loyalty program offering benefits, exclusive access, and special offers to registered members across Motorworld locations and events.
• Michael Schumacher Private Collection The world's only publicly exhibited collection of Michael Schumacher's racing memorabilia, cars, helmets, suits, and trophies, housed permanently at the Motorworld Köln | Rheinland location in the Racing Hall.
• MOTORWORLD Parking Services Fee-based parking facilities at Motorworld locations. Stuttgart parking rate example: first 45 minutes free; €1.30/hour; €15.00 daily rate; €20.00 lost ticket fee.
• Motorworld Consulting Services Consulting and advisory services for new Motorworld locations and projects, including feasibility assessment, realization advisory, quality assurance, monitoring congruent brand management, and cross-divisional functions such as strategy, marketing, PR, and public relations.
• Motorworld Mobility Days Flagship automotive lifestyle trade fair held at Motorworld München, featuring exhibitors from automotive brands (BMW M Motorsport, Mercedes-AMG, ABT Sportsline, Koenigsegg, Tesla, Fisker, NIO, INEOS), test drives, show stage talks, racing driver appearances, and a Motortreff community event.
• MOTORWORLD Event Series (MOTORTREFF, WINE-HALLE, After-Work-Ride, TARDEO) Recurring themed event series held across Motorworld locations, including MOTORTREFF car meet-ups (Bella Italia, Motortreff am Butz), WINE-HALLE after-work wine tastings in Rüsselsheim, After-Work-Ride motorcycle tours from Stuttgart, TARDEO Mediterranean evening events, BREAKFAST CLUB brunches, BBQ NIGHT live grilling, and PASTA LA VISTA Italian dining at Mallorca.

Named customers5 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Laureus Sport for Good Foundation GermanycoreStrategic or Co-development PartnerMotorworld Group is Country Patron of Laureus Sport for Good Foundation Germany, officially supporting the charity alongside founding partners Mercedes-Benz and IWC Schaffhausen. Laureus supports disadvantaged children and young people worldwide through sports projects.
• Retro ClassicsminorGTM or Marketing PartnerTrade fair partner for classic car events. Motorworld participates with large exhibition booths at Retro Classics trade fairs.
• IAA MobilitycoreGTM or Marketing PartnerOfficial Cooperation Partner for IAA Mobility events. Motorworld hosts IAA Heritage events and Motorworld Mobility Days as part of IAA.
• FIVA (Fédération Internationale des Véhicules Anciens)minorGTM or Marketing PartnerInternational federation for historic vehicles. FIVA is listed as a partner/supporter on Motorworld website.
• Dörr MotorsportminorStrategic or Co-development PartnerMotorworld Group supported Dörr Motorsport's debut in DTM 2024 season with two McLaren 720S GT3 EVO vehicles.
• Paddock LegendsminorGTM or Marketing PartnerMotorsport-related fashion and accessory collections. Paddock Legends Store available at Motorworld locations and online.
• Drivers & Business Club MunichminorGTM or Marketing PartnerAutomotive enthusiast club network. Listed as Friends & Colleagues partner.

Scale indicators8 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Goodwood (Duke of Richmond): UK-based automotive and motorsport estate hosting the Festival of Speed, Revival, and Members' Meeting; combines a motor circuit, hotel, restaurant, and automotive events. Comparable as a premium destination for automotive culture, events, and hospitality, though broader in scope.
• Mercedes-Benz Museum: Iconic Stuttgart automotive museum and event venue, combining brand heritage exhibition, corporate events, and gastronomy. Comparable as a destination experience drawing automotive enthusiasts, though single-brand and museum-led rather than a multi-brand hub.
• Ferrari World Abu Dhabi: Ferrari-branded theme park in Abu Dhabi combining rides, museums, retail, and F1 experiences. Comparable as a destination automotive experience combining entertainment, retail, and brand events, though single-brand and theme-park format rather than a multi-brand hub.
• BMW Welt: BMW's combined experience, delivery, and exhibition center in Munich with event spaces, restaurants, and brand experiences. Comparable in operating model (brand-driven automotive experience with events and retail), though single-brand and OEM-owned.

Direct peers

• Classic Remise Berlin / Düsseldorf: Germany's most prominent classic-car centers, operating in repurposed industrial buildings (locomotive depots) and offering classic car sales, workshops, events, and gastronomy. Closest direct competitor in the 'classic car experience center' niche within Germany.
• Red Bull Hangar-7: Salzburg-based collection of historic aircraft and Formula 1 cars displayed in a glass-and-steel hangar, with Ikarus restaurant, bars, and event spaces. Direct peer in the 'iconic venue housing iconic vehicles + hospitality + events' model, just aviation/ motorsport-themed rather than automotive-only.
• Autostadt GmbH: Volkswagen Group's automotive experience destination in Wolfsburg, combining brand pavilions, vehicle delivery center, restaurants, events, and a theme-park-style complex. Direct competitor to Motorworld as a large-scale automotive-themed experience venue with museums, retail, hospitality, and events.

Regional players

• Petersen Automotive Museum: Los Angeles-based automotive museum with strong event programming, exhibitions, and venue rentals. Comparable as an automotive-themed cultural destination with event revenue, though US-based and museum-governance rather than commercial.
• Cité de l'Automobile – Musée National de l'Automobile (Mulhouse): France's national automobile museum and former Schlumpf collection, one of the world's largest automotive collections. Comparable in scale of automotive cultural content and tourism draw, though primarily museum-led without Motorworld's commercial retail/hospitality/event mix.

Emerging players

• Autodromo Nazionale Monza: Historic Italian racing circuit hosting Formula 1, endurance racing, and track-day experiences. Comparable in motorsport event programming, premium automotive audience, and corporate hospitality, though operates a single venue versus Motorworld's multi-site platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/motorworld_group
• LinkedInlinkedin.com/company/motorworld-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries12 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 Motorworld Consulting Gmbh & Co. Kg