AVAG Holding SE
One of Europe's leading automotive retail groups, headquartered in Augsburg, operating dealerships across five countries.
Last updated September 26, 2026
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Overview
AVAG Holding SE is a major European automotive retail group headquartered in Augsburg, Germany. It operates as a management and financial holding company that holds majority stakes in automobile dealerships across Germany, Austria, Croatia, Hungary, and Slovenia. The group's operations are coordinated through three intermediate holding companies: DIO (Germany, Stellantis brands, Kia, Hyundai), DIA (Germany, Ford, Toyota, Lexus, Nissan, Honda, and others), and AVI (Austria, Croatia, Hungary, Slovenia, all brands). As of August 31, 2025, the AVAG Group comprised 44 domestic and 19 international operating companies at 191 locations across Europe. In the 2023/2024 financial year, the group sold approximately 105,500 vehicles (52,078 new and 53,453 used) and generated total revenue of around €2.4 billion. The company traces its origins to 1915, when blacksmith Albert Sigg founded a smithy in Augsburg. Over the decades, it evolved from a motorcycle and bicycle business into a major Opel dealer and then into a multi-brand automotive retail group. The Still family, now in its fourth generation, remains the owner. AVAG Holding AG was converted into a Societas Europaea (SE) in 2011. The group's brand portfolio includes Opel as its main brand, along with Toyota, Ford, Hyundai, Kia, Peugeot, Škoda, Nissan, Honda, MG, DS Automobiles, Subaru, Suzuki, Lexus, Isuzu, KGM, Volvo, Alfa Romeo, Citroën, Mazda, Seat, Cupra, Jeep, Leapmotor, Fiat, and Mercedes-Benz. Beyond dealership operations, AVAG provides centralized services to its dealerships in areas such as marketing, IT, insurance, communications, after-sales, construction, environmental management, and field service, allowing local managing directors to focus on their core business of automotive retail. The group also develops specialized solutions like BigDeal, a central new-car warehouse, and dealer benchmarking tools.
History
The history of AVAG Holding SE dates back to November 15, 1915, when 28-year-old blacksmith Albert Sigg founded a smithy at Auf dem Kreuz 11 in Augsburg. In 1927, the business obtained representation for BMW, NSU, and HOREX motorcycles. During World War II, the operation was subordinated to the German Wehrmacht and was completely destroyed in an air raid on the night of February 24, 1944. After the war, Albert Sigg was taken prisoner, and on June 28, 1945, Josef Still, a master mechanic who had married Sigg's daughter Maria in 1942, took over the business. In the post-war years, the company grew rapidly to 20 employees and sold up to 500 motorcycles per year. Due to declining motorcycle demand, the Albert Sigg oHG applied in 1955 for representation of the French brand Panhard. From 1958 to 1960, BMW models were also distributed. In 1957, the company moved to Neuburger Straße 150 in Augsburg-Lechhausen with 35 employees. When Albert Sigg died on August 15, 1961, Josef Still took sole management. Contacts with Adam Opel AG were established, and the company became an authorized Opel dealer on January 1, 1967, selling 250 new Opel vehicles in the first year. In 1967, 24-year-old Albert Still joined the sales management of his father's business, which then had annual revenue of 1.9 million DM and 43 employees. In May 1971, Opel Still KG was opened in Füssen. In 1972, Albert Still, grandson of the founder, took over shares and joined management; the company had 52 employees and annual revenue of 9.37 million DM. In 1973, a new showroom was built on Neuburger Straße, and the company sold 650 new vehicles. In March 1980, Albert Still opened the Autohaus Still in Neusäß near Augsburg as a GM and Lada dealer. In 1981, Autohaus Still became a Honda contract dealer, and a brand-independent used-car center was established at Robert-Bosch-Straße 5 in Augsburg. In 1984, Autohaus am Olympiapark was founded. In 1985, Opel-Gräfe in Kempten was acquired, becoming Autohaus Haeberlen. In 1987, Albert Sigg GmbH moved to Robert-Bosch-Straße 5 and AAC-Albert Sigg GmbH was founded. After the fall of the Berlin Wall, activities expanded to the new federal states. On April 1, 1990, the first dealership in Berlin-Köpenick was acquired, followed by numerous takeovers and new openings in Berlin, Chemnitz, Halle, Dresden, Schwedt, and Zwickau, as well as in Bavaria (Straubing, Wolfratshausen, Hof, Augsburg). In late December 1991, AVAG Holding AG was founded due to the expansion. In 1993, the first engagement in Croatia began shortly after the breakup of Yugoslavia; AVAG soon became a quasi-importer for new Opel vehicles and expanded to twelve locations. In 1994, a dealership was founded in Poland, which became the largest Polish Opel dealer. In 1995, expansion into Hungary followed with an Opel dealership in Budapest. In 2000, the first acquisition in Austria took place. In March 2005, Albert Still completed the majority takeover of Opel & Beyschlag, Vienna's largest Opel dealer. In early 2008, he acquired ÖFAG, Salzburg's largest Opel dealer, making AVAG the largest Opel dealer in Austria. In October 2010, Roman Still joined the board of AVAG Holding as sales director, taking over the DIA division. In 2011, AVAG Holding AG was converted into a Societas Europaea (SE). After board spokesman Volker Borkowski left in August 2012, brothers Albert C. and Roman Still led the family business as equal board spokesmen in the fourth generation. From August 1, 2014, AVAG Holding SE took over all locations and all 220 employees of Auto-Staiger GmbH, Germany's oldest Opel dealer, including locations in Stuttgart and Leipzig. As of August 31, 2024, the AVAG Group operated 68 dealerships at 200 locations across Europe. In the 2023/2024 financial year, the group sold around 105,500 vehicles and generated revenue of approximately €2.4 billion. As of August 31, 2025, the group had 44 domestic and 19 international operating companies at 191 locations, with 5,843 employees and revenue of €3.06 billion.
- 2011
AVAG Holding AG converted into a Societas Europaea (SE).
- 2010
Roman Still joins the board as sales director.
- 2008
Acquires ÖFAG, Salzburg's largest Opel dealer.
- 2005
Majority takeover of Opel & Beyschlag in Vienna.
- 2000
First acquisition in Austria.
- 1995
Expansion into Hungary with Opel dealership in Budapest.
- 1994
Dealership founded in Poland.
- 1993
First engagement in Croatia.
- 1991
AVAG Holding AG founded in late December.
- 1990
First dealership in Berlin-Köpenick acquired on April 1.
Products and positioning
Leading European automotive retail group with a multi-brand dealership network and centralized support services.
Product categories. New vehicles · Used vehicles · After-sales services · Insurance · Financing
Sources3 sources
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