Auto-Scholz

What Auto-Scholz does

Auto-Scholz is a privately held German automotive dealership group operating under the combined Auto-Scholz and Auto-Scholz-AVS brands, headquartered in Bamberg with 15 locations across Oberfranken (Bavaria), Thüringen, Sachsen, and Sachsen-Anhalt. Founded in 1890, the group employs more than 900 people including approximately 200 apprentices, and serves as an authorized sales and service partner for Mercedes-Benz, smart, Mercedes-AMG, VW, Porsche, Aston Martin, FUSO, Carthago, Fendt-Caravan, and LMC. Revenue is generated across six streams: new vehicle sales, certified and used vehicle sales (Junge Sterne), after-sales workshop services, parts and accessories e-commerce (24/7 online shop), vehicle rental (Mercedes-Benz Rent, CharterWay), and financial services including leasing and fleet financing.

The core product surface spans passenger cars, electric vehicles, commercial transporters and trucks, and caravans/motorhomes, with dedicated facilities for trucks and buses (Kulmbach, Crimmitschau) and caravan centers (Altenburg, Leipzig). The technology stack is standard dealer infrastructure: OEM-proprietary systems (MBUX, Mercedes me, Mercedes Digital Extras), a dealer management system, a vehicle search and configurator platform, and an online shop with bezahl.de payment processing. No proprietary technology or unique intellectual property is claimed. Services are delivered through a hybrid digital-physical go-to-market: a website-driven sales funnel with online vehicle search, configurator, and appointment booking, complemented by 15 physical showrooms, dedicated commercial fleet sales teams, and event-driven demand generation targeting tradespeople (Handwerker-Imbiss, Handwerkerfrühstück).

The customer base segments across private individuals and families, commercial businesses (Gewerbekunden), truck and commercial fleet operators (Speditionen, Kommunen), and caravan/leisure travelers. Switching is reinforced through the proprietary Service VorteilsProgramm loyalty program and a digital customer card. The group holds ISO 9001 certification and earned the 2026 Gebrauchtwagenauszeichnung (Used Car Award). Current strategic emphasis is on EV transition (Electric C-Klasse, GLC, GLB, smart #5 launches), subscription-style rental expansion (CharterWay from 6 months), and digital infrastructure modernization (cashless payments, online shop expansion into EV charging and camper accessories).

Name

Auto-Scholz

Legal name

Auto-Scholz Gruppe

Website

https://auto-scholz.de

Company type

Private

Founded year

1890

Operating status

Operating

Short description

Auto-Scholz is a privately held German automotive dealership group operating 15 locations across Bavaria, Thuringia, Saxony, and Saxony-Anhalt, serving as an authorized Mercedes-Benz, smart, VW, and commercial vehicle partner for private customers, commercial fleets, municipalities, and caravan enthusiasts.

Ownership category

akta.pro rank

Headquarters

HQ city

Bamberg

HQ country

Germany

HQ region

Europe

Offices15 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new vehicles including Mercedes-Benz, smart, Mercedes-AMG, VW, Porsche, Aston Martin, and commercial vehicles. Revenue generated from direct sales to private and commercial customers at showrooms and online.
2. Used Vehicle Sales: Sale of certified pre-owned vehicles including Mercedes-Benz Junge Sterne (approved used) program, dealer trade-ins, and other used vehicles across all brands.
3. After-Sales Service and Repairs: Workshop services including maintenance, inspection, accident repair, paintwork, wheel/tire services, vehicle preparation, and guarantee/service packages for all vehicle types (cars, vans, trucks, buses, caravans).
4. Parts and Accessories E-Commerce: Online shop sales of vehicle accessories, spare parts, wheels and tires, camping equipment, apparel and accessories, model cars, fragrances, watches, and other branded merchandise. Shop operates 24/7 with multiple payment options and shipping.
5. Vehicle Rental: Short-term and long-term vehicle rental under Mercedes-Benz Rent and CharterWay brands. Covers cars, vans, transporters, trucks, buses, and caravans. Rental terms include flexible daily options and long-term arrangements from 6 months with inclusive kilometers.
6. Financial Services: Vehicle financing and leasing products for private and commercial customers. Includes flexible leasing and financing models, fleet financing, and Dienstwagen (company car) programs with preferential tax treatment (e.g., 0.25% taxation for EQE & EQE SUV up to 100,000 EUR list price).

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels11 records

Core offering

Auto-Scholz is a multi-brand automotive dealership group that sells new and used vehicles (Mercedes-Benz, smart, VW, Porsche, Aston Martin, Mercedes-AMG, FUSO, plus caravan/motorhome brands), offers commercial vehicles and trucks, provides after-sales workshop services, parts and accessories through both physical locations and an online shop, and delivers vehicle rental (Mercedes-Benz Rent, CharterWay) and financial services. It operates 15 showrooms and workshops across Bavaria, Thuringia, Saxony, and Saxony-Anhalt serving both private consumers and commercial/fleet customers.

Product overview

Auto-Scholz is a multi-brand automotive dealership group combining the operations of Auto-Scholz and Auto-Scholz-AVS, operating as a platform of integrated automotive services. The core offerings include new and used vehicle sales (Neuwagen, Gebrauchtwagen) across Mercedes-Benz, smart, VW, and other brands, with specialized sub-brands like 'Junge Sterne' (certified pre-owned Mercedes-Benz) and stock vehicle programs (Lagerwagen). Complementary services include commercial vehicle sales (transporter, LKW), caravan/motorhome sales, vehicle rental (Mercedes-Benz Rent, CharterWay), workshop/maintenance services, an e-commerce onlineshop for accessories and merchandise, vehicle purchase (Ankauf), and financial services. The group operates across Bavaria, Thuringia, and Saxony-Anhalt with 15 locations, serving both private and commercial customers with approximately 900 employees including 200 apprentices.

Differentiator

Problem solved

Functional benefit

Brands

• Mercedes-Benz Rent: Flexible car rental service offering Mercedes-Benz vehicles for short-term and long-term rentals
• Junge Sterne
• CharterWay
• VanSolution

Products and services

• Mercedes-Benz New Vehicles New Mercedes-Benz passenger car sales including A-Klasse, C-Klasse, E-Klasse, S-Klasse, SUVs (GLA, GLB, GLC, GLE, GLS, G-Klasse), and electric models (EQE, EQS, EQA, EQB, EQV). Sold to private and commercial customers with financing, leasing, and trade-in options.
• smart New Vehicles Fully electric smart models including smart #1, smart #3, and smart #5 urban electric vehicles with compact design and modern technology. Includes sales, stock vehicle programs, and promotional subsidies.
• Volkswagen New Vehicles Volkswagen brand new vehicles including the ID.Polo electric entry-level model and VLE electric Grand Limousine, with promotional campaigns for vehicles such as the VW ID.Polo and T-Roc.
• Mercedes-Benz Junge Sterne (Certified Pre-Owned) Certified pre-owned Mercedes-Benz vehicles up to 150,000 km and 6 years old, featuring 24-month warranty, quality inspection, mobility guarantee, and additional benefits. 130 vehicles currently in inventory.
• Mercedes-Benz Lagerwagen (Stock Vehicles) Pre-configured Mercedes-Benz new vehicles in stock for immediate availability, offering price advantages up to 36% compared to custom orders.
• smart Lagerwagen (Stock Vehicles) Stock smart electric vehicles available for quick delivery, including smart #1, #3, and #5 models with promotional pricing.
• Mercedes-Benz Transporter (Commercial Vans) Commercial vans including Citan, Vito, Sprinter, and electric variants (eVito, eSprinter) for trade, commerce, and fleet operations. 121 vans and transporters available in inventory.
• Mercedes-Benz Trucks and FUSO Heavy-duty trucks including Mercedes-Benz Actros, eActros, Arocs, and FUSO Canter for logistics, construction, and municipal applications. Sold through dedicated LKW+Bus facilities in Kulmbach and Crimmitschau.
• Caravans and Motorhomes Motorhomes and caravans from Carthago, Fendt-Caravan, and LMC brands sold and rented through dedicated Caravan-Center locations in Altenburger Land and Leipzig.
• Mercedes-Benz Rent (Vehicle Rental) Flexible vehicle rental service for passenger cars, vans, and transporters, available from weekend short-term to long-term rental at Auto-Scholz locations.
• CharterWay (Commercial Rental and Leasing) Customized rental and leasing solutions for commercial vehicles, trucks, transporters, and fleet operators, providing flexibility for fleet management with terms from 6 months.
• Workshop and Service Full-service workshop offerings including maintenance, inspection, accident repair, paintwork, tire service, vehicle preparation, and guarantee/service packages for all vehicle types (cars, vans, trucks, buses, caravans).
• Auto-Scholz Online Shop 24/7 e-commerce platform for vehicle accessories, wheels and tires, spare parts, camping equipment, Mercedes-Benz branded merchandise and apparel, watches, fragrances, and model cars. Supports multiple payment options and ships via UPS, DHL, GLS, and iloxx.
• Vehicle Purchase (Fahrzeug-Ankauf) Vehicle purchase service for used cars, transporters, and commercial vehicles with transparent valuation and fair pricing from Auto-Scholz.
• Financial Services (Finanzdienste) Financing and leasing options for private and commercial customers including flexible rates, fleet financing, and personalized consultation through Mercedes-Benz Bank and Daimler Truck Financial Services.
• VanSolution (Industry-Specific Vehicle Solutions) Industry-specific vehicle solutions for construction, trade, commerce, and logistics sectors with pre-configured Mercedes-Benz vans tailored to commercial customer needs.
• Junge Sterne Transporter (Certified Pre-Owned Commercial Vans) Certified pre-owned Mercedes-Benz transporters with up to 5-year warranty, quality inspection, and financial benefits, marking the 10-year anniversary of the program.
• Mercedes-Benz Digitale Extras Digital services and connected vehicle features including Mercedes me, navigation packages, entertainment systems, and the Digital Extras Excellence Package.
• Service VorteilsProgramm (Loyalty Program) Customer loyalty program with digital customer card (Kundenkarte) where customers earn points on services and purchases, redeemable for rewards.

Quantifiable outcome

• Up to 36% price advantage on Mercedes-Benz stock vehicles
• +5 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability3 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Mercedes-BenzcoreChannel Partner/ Reseller/ DistributorAuto-Scholz is an authorized Mercedes-Benz sales and service partner. The company sells new Mercedes-Benz vehicles (including AMG performance models), certified pre-owned Junge Sterne vehicles, stock/lager vehicles, and provides full after-sales workshop services. The partnership also extends to Mercedes-Benz Rent (rental), Mercedes-Benz Trucks, and Mercedes-Benz Digital Extras.
• smartcoreChannel Partner/ Reseller/ DistributorAuthorized smart sales and service partner offering new smart vehicles (including smart #1, #3, #5), stock vehicles, and used smart vehicles. Supports smart's electric vehicle lineup with sales, rental, and service capabilities.
• Mercedes-AMGcoreChannel Partner/ Reseller/ DistributorSales partner for Mercedes-AMG high-performance vehicles and performance parts and accessories. AMG branded merchandise also sold through the online shop.
• Volkswagen (VW)minorChannel Partner/ Reseller/ DistributorVolkswagen brand sales partner offering VW new and used vehicles, with promotional campaigns for models such as the VW ID.Polo and T-Roc.
• PorscheminorChannel Partner/ Reseller/ DistributorPorsche sales partner offering new and used Porsche vehicles.
• Aston MartinminorChannel Partner/ Reseller/ DistributorAston Martin sales partner offering new and used luxury sports cars.
• FUSOcoreChannel Partner/ Reseller/ DistributorAuthorized FUSO commercial vehicle sales partner for the region, offering FUSO Canter and other FUSO truck models for commercial fleet and business customers.
• CarthagocoreChannel Partner/ Reseller/ DistributorPremium motorhome (Wohnmobil) brand partner sold through the Caravan-Center Altenburger Land and Caravan-Center Leipzig. Carthago luxury and premium RVs are offered as new and used vehicles.
• Fendt-CaravancoreChannel Partner/ Reseller/ DistributorFendt caravan brand partner for new and used caravans sold through the Caravan-Center Altenburger Land and Caravan-Center Leipzig locations.
• LMC (Laupheimer Caravan-Manufaktur)coreChannel Partner/ Reseller/ DistributorLMC caravan and motorhome brand partner for new and used vehicles sold through the Caravan-Centers.
• Mercedes-Benz RentcoreChannel Partner/ Reseller/ DistributorMercedes-Benz Rent is the official rental brand of Mercedes-Benz, offered through Auto-Scholz locations. Provides short-term and long-term rental of Mercedes-Benz passenger cars, vans, and transporters.
• CharterWaycoreChannel Partner/ Reseller/ DistributorCharterWay is a Mercedes-Benz rental and leasing brand offered through Auto-Scholz, providing flexible mobility solutions for commercial vehicles, trucks, and fleet operators.
• VanSolutioncoreStrategic or Co-development PartnerVanSolution is a Mercedes-Benz industry-specific vehicle solutions program offering tailored configurations for construction, trade, commerce, and logistics businesses. Auto-Scholz serves as the regional implementation partner.
• UPSminorOthersShipping and logistics partner for the Auto-Scholz online shop, enabling parcel delivery throughout Germany.
• DHLminorOthersShipping and logistics partner for the Auto-Scholz online shop.
• GLSminorOthersShipping and logistics partner for the Auto-Scholz online shop.
• iloxxminorOthersSpecialized shipping partner for bulky goods (oversized items) for the Auto-Scholz online shop.
• bezahl.deminorOthersPayment service provider enabling modern payment methods including Apple Pay, Google Pay, credit card, and SEPA direct debit for the online shop. Starting September 1, all Auto-Scholz-AVS locations transitioned to cashless payments via bezahl.de.

Scale indicators10 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Beresa GmbH & Co. KG: Authorized Mercedes-Benz dealer group in the Münsterland and western Germany region with multiple showrooms, certified pre-owned, workshop services, and fleet sales. Directly comparable business model and authorized MB partner structure to Auto-Scholz, with similar mix of passenger car, commercial vehicle, and after-sales services.
• Senger Gruppe: One of Germany's largest authorized Mercedes-Benz dealer groups with locations across multiple federal states, offering new and used vehicle sales, certified pre-owned, workshop service, and fleet solutions. Closely comparable business model to Auto-Scholz as an authorized MB partner with full-service dealership operations and multi-brand portfolio.
• Gottfried Schultz Gruppe: Long-established authorized Mercedes-Benz dealer group based in the Rhine-Ruhr region of Germany, operating multiple showrooms and offering new vehicle sales, certified pre-owned, and full after-sales service. Closely comparable as an authorized MB partner with similar multi-location dealership model and customer base.
• Schmidt + Koch GmbH: Authorized Mercedes-Benz dealer group operating in northern Germany with multi-location showrooms, certified pre-owned program, and full after-sales service. Comparable regional authorized MB partner with similar scale and integrated sales-service-fleet model.
• ahg Autohandelsgesellschaft mbH: Authorized Mercedes-Benz dealer group operating multiple showrooms and workshops across Baden-Württemberg and Rhineland-Palatinate. Provides new and used vehicle sales, certified pre-owned (Junge Sterne), and full after-sales service. Comparable to Auto-Scholz as a regional authorized MB partner with integrated sales-service-fleet operations.
• Autohaus Döbler Gruppe: Authorized Mercedes-Benz dealer group operating multiple showrooms in the Rhineland and Bergisches Land region of North Rhine-Westphalia. Offers new and used Mercedes-Benz vehicles, Junge Sterne certified pre-owned, and full workshop services. Directly comparable authorized MB partner with similar multi-location structure.

Broad incumbents

• Emil Frey Group: One of Europe's largest automotive retail groups with German operations across multiple brands, including authorized Mercedes-Benz dealerships. Significantly larger and more diversified than Auto-Scholz, but serves the same authorized MB partner role in overlapping regions with comparable full-service dealership offerings.
• AVAG Holding SE: One of Germany's largest multi-brand automotive dealer groups with a national footprint across numerous federal states, representing multiple OEM brands including Mercedes-Benz. Operates a much broader portfolio and scale than Auto-Scholz, but overlaps directly on authorized Mercedes-Benz sales and service in overlapping geographies.
• Fleischhauer Gruppe: Established German multi-brand automotive dealer group operating across North Rhine-Westphalia and other regions, representing multiple OEM brands including Mercedes-Benz. Larger and more geographically diversified than Auto-Scholz, with comparable full-service dealership model spanning sales, service, and fleet.

Others

• Auto1 Group SE: Pan-European online used car platform operating Autohero retail brand and a digital B2B marketplace for used vehicles. Not a direct competitor to Auto-Scholz's new vehicle dealership business, but represents the structural shift toward online used car transactions that pressures dealer intermediation economics on the certified pre-owned side of Auto-Scholz's business.

Market position

Strengths2 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/AutoScholz
• Facebookfacebook.com/autoscholz
• LinkedInlinkedin.com/company/autoscholz
• Instagraminstagram.com/auto_scholz

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries4 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 Auto-Scholz