Merbag S.p.a.

What Merbag S.p.a. does

Merbag S.p.A. is the Italian operating entity of the Merbag Group, a privately held, family-controlled authorized retail network for Mercedes-Benz, Mercedes-AMG, Mercedes-Maybach, smart, and FUSO vehicles. The Italian subsidiary operates five locations in the greater Milan metropolitan area (Milan head office, secondary Milan showroom, Monza, Lainate, and San Giuliano Milanese) and serves individual consumers, fleet and business customers, performance enthusiasts, and luxury buyers with new vehicles, certified pre-owned vehicles (under the Mercedes-Benz Certified program with a 150-point inspection), commercial vehicles, aftersales workshop and body shop services, genuine parts, and financial services provided through Mercedes-Benz Financial Services Italia.

At the group level, Merbag is the principal Mercedes-Benz representative in Switzerland and one of the three largest automotive-sector employers in Switzerland. The group operates approximately 64 locations across five countries (Switzerland, Italy, Luxembourg, Austria/Vienna, and Germany) with roughly 4,400 employees. Underlying technology platforms include the Mercedes-EQ electric vehicle ecosystem (battery EVs, Wallbox Home charging up to 22 kW, Mercedes me Charge access to networks such as IONITY, and intelligent energy management) and dedicated high-performance infrastructure such as the AMG Performance Center Milano and the AMG ONE service hub at Schlieren. The business model combines one-time vehicle and accessories sales with recurring revenue from aftersales service, parts, fleet management contracts, and recurring leasing/financing flows booked through the captive finance partner. Pricing is set per model and configuration; promotional leasing examples (e.g., Mercedes EQB 250+ AMG Line Advanced from €249/month) are disclosed on the Italian website, but no comprehensive price list is published.

Merbag S.p.A. is wholly owned through Merbag Holding AG (Switzerland), with the Stüber family as sole owners since 1999 and Karin Stüber as President of the Board since the 2019 succession. The group holds ISO 9001:2015, ISO 14001:2015, and ISO 45001:2018 certifications, has stated an explicit ambition to become the largest Mercedes-Benz dealership group in Europe, and pursues this through a continuous buy-and-build M&A program (Wiesenthal 2020, Hess & Co 2022, Monza-Brianza 2023, Tremonia Mobility 2024, KBM Group 2025) alongside organic showroom openings.

Name

Merbag S.p.a.

Legal name

MERBAG S.p.A.

Website

https://merbag.it

Company type

Private

Founded year

1912

Operating status

Operating

Short description

Merbag S.p.A. is the Italian authorized Mercedes-Benz, Mercedes-AMG, Mercedes-Maybach, smart, and FUSO dealership network, operating five locations around Milan and serving individual, fleet, performance, and luxury customers with new and certified pre-owned vehicles, aftersales service, and captive finance.

Ownership category

akta.pro rank

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new Mercedes-Benz passenger cars and commercial vehicles, including Mercedes-AMG performance models, Mercedes-Maybach luxury vehicles, smart electric vehicles, and FUSO commercial vehicles.
2. Used Vehicle Sales: Sales of pre-owned Mercedes-Benz vehicles and multi-brand used cars, including Mercedes-Benz Certified pre-owned program with 150-point inspection.
3. Aftersales Service & Maintenance: Workshop and body shop services, spare parts, maintenance packages, breakdown and accident assistance.
4. Financial Services: Vehicle leasing, financing, insurance services, and fleet management solutions.
5. Vehicle Accessories: Original Mercedes-Benz accessories and personalisation options.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Merbag S.p.A. is an official Mercedes-Benz and smart dealership operating five locations in Italy that sells new and used Mercedes-Benz passenger cars, Mercedes-Benz commercial vehicles (vans, trucks, industrial vehicles, campers), smart electric vehicles, and Mercedes-AMG performance models. The company delivers manufacturer-certified workshop and body shop services, genuine parts and accessories, Mercedes-Benz Certified pre-owned vehicles, and integrated financing, leasing, insurance, and fleet management solutions for individual and business customers.

Product overview

Merbag S.p.A. is an official Mercedes-Benz dealership (Concessionaria Ufficiale) operating 5 locations in Italy (Milan, Monza, and Lainate). The company offers a comprehensive portfolio of Mercedes-Benz passenger vehicles, commercial vehicles, and smart electric vehicles, along with related services. The core product lines include Mercedes-Benz passenger cars across all segments (compact, sedan, SUV, coupe, convertible, minivan), Mercedes-Benz commercial vehicles (vans, trucks, industrial vehicles, campers), and smart electric vehicles. Sub-brands include Mercedes-EQ electric vehicle technology and Mercedes-AMG high-performance vehicles. Supporting services include vehicle financing/leasing, maintenance and repairs, certified pre-owned vehicles, and digital services.

Differentiator

Problem solved

Functional benefit

Brands

• Mercedes-Benz: Official Mercedes-Benz passenger car dealership offering new, KM0, and used vehicles, along with maintenance, repair, and financial services.
• smart
• Mercedes-AMG
• EQ Technology
• AMG Performance Center Milano

Products and services

• Mercedes-Benz Passenger Vehicles (Autovetture)
• Mercedes-Benz Commercial Vehicles (Veicoli Commerciali)
• smart Electric Vehicles
• Mercedes-AMG Performance Vehicles
• Mercedes-Benz Certified Pre-Owned Vehicles
• Mercedes-Benz Workshop, Body Shop and After-Sales Service
• Vehicle Financing, Leasing, Insurance, and Fleet Management

Quantifiable outcome

• Mercedes-Benz Certified pre-owned vehicles undergo strict 150-point inspection before sale
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core and minor.

• HK-ENGINEERINGcoreStrategic or Co-development PartnerMerbag is an official partner of HK-ENGINEERING. The partnership includes opening a Mercedes-Benz 300 SL Competence Center at the Schlieren location in 2024, dedicated to the iconic 300 SL sports car models.
• IONITYminorOthersMercedes me Charge provides access to IONITY's pan-European high-power charging network, enabling Mercedes EQ electric vehicle owners to charge during long-distance travel at IONITY stations.

Scale indicators4 records

Direct peers

• D'Ieteren Group: Belgian-listed holding company with a long-standing automotive distribution business (D'Ieteren Automotive) covering premium brands across Belgium and other European markets. D'Ieteren's mix of premium retail and adjacent services is structurally similar to Merbag's, including exclusive OEM distribution rights and dealership operations.
• Emil Frey Group: Swiss-headquartered automotive retail and wholesale group operating multiple premium and volume brands across Europe. Emil Frey is the closest geographic and structural analogue to Merbag: a family-influenced, multi-country, premium-brand dealer group with deep European roots and similar scale.
• Hedin Mobility Group: Swedish-headquartered European automotive retail group with multi-brand dealer operations across Sweden, Germany, Switzerland, and other European markets. Hedin's premium-brand dealer focus, pan-European footprint, and scale of operations are directly comparable to Merbag's stated trajectory.
• Inchcape plc: London-listed global automotive distributor and retailer focused on premium and luxury brands across multiple markets. Inchcape's distribution-plus-retail model, premium-brand orientation, and global footprint make it a direct functional peer for Merbag's premium dealer economics, though at materially larger scale.
• Penske Automotive Group: US-listed premium and luxury automotive retailer operating franchised dealerships worldwide, including a substantial European retail business through Penske Automotive Group Germany. Penske's premium-brand focus, recurring service revenue model, and global footprint make it a functionally equivalent peer despite its larger public-company scale.
• AVAG Holding SE: German automotive retail group operating a large multi-brand dealer and service network across southern Germany and Austria. AVAG's premium-brand mix, workshop focus, and German-speaking market concentration provide a direct European peer comparable to Merbag's German and Austrian operations.
• Sonic Automotive: US-listed automotive retailer with a meaningful luxury/premium franchise portfolio (including Mercedes-Benz, BMW, and Land Rover) plus an EchoPark used-vehicle operation. Sonic's premium franchise mix and exposure to high-end OEM dealer economics parallel Merbag's Mercedes-Benz-led retail model.

Broad incumbents

• AutoNation: Largest US automotive retailer, operating a broad mix of new and used vehicle franchises plus aftersales and finance products. AutoNation is a broader incumbent than Merbag (volume + premium) but is directly comparable on the dealership network economics, finance-and-insurance revenue capture, and service-center model that underpins Merbag's profitability.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MerbagItalia
• LinkedInlinkedin.com/company/mercedes-benz-merbag-s-p-a-

Compliance3 records

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 Merbag S.p.a.