Takeover failed: Hiro car dealership remains in Aurich and Oldenburg!

Takeover failed: Hiro car dealership remains in Aurich and Oldenburg!

In a surprising turn of events, the planned takeover of the car dealer Hiro by Autoland AG has failed. Hiro's headquarters in Aurich and six locations in East Frisia and Oldenburg will continue to operate independently. Hiro's management confirmed this on Thursday, but did not give any detailed reasons for the cancellation of the purchase agreement. Customers and employees have been informed of the current situation and all services will remain unchanged, reports NWZ Online.

Hiro, known since its founding in Aurich in 1928 for brands such as Opel, Ford and Nissan as well as Etrusco motorhomes, employs over 170 people and sold more than 3,000 vehicles in 2022. The takeover by Autoland AG should have strengthened the company's market position from January 1, 2026. There have been rumors of a sale for a long time. Focko Westerbur, Hiro's managing director, saw Autoland as an opportunity for a sustainable succession plan and offered all 170 employees continued employment.

Presentation of the Autoland brand

Autoland AG, known as “Germany's largest car discounter” based in Berlin, is securing key locations with the takeover next year. Last year, the company sold around 51,000 vehicles and employs around 1,500 people at 31 locations. Autoland's only branch in Lower Saxony is in Hanover. Wilfried Anclam, an East German dealer, is expanding his branch network in the old federal states, including Hiro, which shows that Autoland is pushing strongly westward, like Motor vehicle operation reported.

Current trends in the car trade

In the short term, the problems for Hiro could be viewed in the larger context of the German car trade. The new car market is facing a decline of around 1% in 2024, while the used car trade is booming and has sales of almost 121 billion euros, Statista data shows. At the same time, leasing and car subscriptions are becoming increasingly popular, attracting more and more buyers. The manufacturers also offer direct purchase options, which challenges the classic sales models. However, vehicle safety and suitability for everyday use remain the most important purchasing criteria, and despite digital offerings, the local dealer remains the preferred place of purchase, according to current market developments.

Although Autoland AG's takeover of Hiro did not materialize, the dealership remains strong and will continue to represent its established brand in the region. The challenges of the market should not be underestimated, and it will remain exciting to see how Hiro and other companies position themselves in this changing environment.