About Firmenauto

Firmenauto

Firmenauto is the German specialist magazine for company cars and fleet management, published by the ETM Verlag of Stuttgart with the portal firmenauto.de — "Das Portal für Fuhrpark und Mobilität" — as its digital extension. The brand serves the fleet managers and corporate decision-makers who run the business vehicles of Germany's companies: practical tests of company cars, market overviews, exclusive practice reports, and purchase recommendations, framed by the management topics — cost optimization, new vehicle technology, and the changing legal and tax framework — that determine how fleets are run. In a market where the company car is simultaneously a cost factor, an employee benefit, and a tax question, the magazine is the fleet manager's professional press.

Overview

Firmenauto is a cross-media fleet brand: the print magazine and the firmenauto.de portal, the online portal of the ETM Verlag for the print magazine, offering information about company cars, fleet management, and finance. Everything revolves around the commercially used vehicle and the mobility of a company's employees: the practical tests of business vehicles, the market overviews, the exclusive practice reports and purchase recommendations that the editorial team addresses to fleet managers. Beyond the vehicle range in the individual segments, the coverage presents cost optimization, new vehicle technology, and the changing framework conditions — the management articles that help fleet managers administer the fleet long-term and steer their fleet management better, the long-term view that distinguishes professional fleet management from ad-hoc car buying.

The audience is the fleet manager and the decision-maker in large companies — the people who decide which cars the company buys, how they are financed, how they are taxed, and how the fleet is managed across its lifecycle, from procurement through remarketing. The portal's traffic (Q1 2026 media data) runs to 311,437 page impressions, 96,930 visits, and 30,000 uniques — the digital audience of the fleet community, the professionals who manage Germany's company-car fleets. The rubrics span Branchen-News, Auto, Nutzfahrzeuge, Alternative Antriebe, Mobilität, Management, Recht/Steuern, and Who is Who — the industry news, the vehicles, the commercial vehicles, the alternative drives, the mobility, the management, the law and taxes, and the people who make the industry.

History

Firmenauto is one of the established German fleet magazines, published by the ETM Verlag — the EuroTransportMedia Verlags- und Veranstaltungs-GmbH of Stuttgart, the joint venture of Dekra, Motor Presse Stuttgart, and the VF Verlagsgesellschaft that also publishes Fernfahrer, trans aktuell, and the EuroTransportMedia event portfolio. The brand's history tracks the professionalization of the German fleet market: from the company car as a status symbol and tax question to the fleet as a managed asset — with total cost of ownership, alternative drives, and mobility management as the contemporary themes, the evolution of the fleet from a perk to a profession, and of the fleet manager from a car buyer to a mobility manager.

The "firmenauto test drive" — with the 2026 edition documented in the event terms, the binding registration, the ETM Verlag's selection of the final test drivers from the limited participant pool — is the brand's experiential format: the selected test drivers try the company cars, the event the ETM Verlag organizes for the fleet community, the hands-on complement to the magazine's tests and the portal's reviews, the experiential journalism that lets the fleet community drive before it buys. The brand's evolution from print magazine to portal to event reflects the fleet market's transformation: the electrification of company cars, the company-car taxation debates, and the rise of corporate mobility beyond the owned car — the pool vehicles, the car-sharing, and the mobility budgets that are reshaping what a "fleet" means, and what the fleet manager must master.

Coverage and Content

The editorial coverage centers on the practical test: the business vehicles tested as the fleet manager will use them — the consumption, the running costs, the practicality, the total cost of ownership — with the market overviews that compare the segments and the exclusive practice reports from the fleets that run them, the real-world experience behind the numbers. The purchase recommendations translate the tests into buying decisions — the magazine's service journalism for the fleet manager's daily work, the answer to the question "which car should the company buy?" The alternative drives — electric, hybrid, and the charging infrastructure — are a standing theme, as the company-car fleet electrifies and the fleet manager must master the charging, the ranges, and the incentives.

The management coverage addresses the fleet's economics: cost optimization, financing, and the legal and tax framework — the company-car taxation, the environmental regulations, and the changing conditions that reshape the fleet, the framework the fleet manager cannot change but must navigate. The Who is Who rubric profiles the industry's people; the Branchen-News deliver the daily flow of the fleet industry. The Nutzfahrzeuge coverage extends the brand to the commercial vehicles; the Mobilität rubric to the corporate mobility beyond the car — the car-sharing, the pool vehicles, and the mobility budgets that are redefining the fleet.

Organization and Ownership

Firmenauto is published by the ETM Verlag — the EuroTransportMedia Verlags- und Veranstaltungs-GmbH of Stuttgart, the joint venture of Dekra, Motor Presse Stuttgart, and the VF Verlagsgesellschaft (the publishers of Fernfahrer, Oliver Trost and Bert Brandenburg). The ETM portfolio spans the commercial-vehicle and logistics media (trans aktuell, lastauto omnibus) and the fleet and company-car brands — the Stuttgart cluster of transport and mobility publishing, the editorial infrastructure that serves the truck driver and the fleet manager alike.

The brand's economics combine the print magazine's subscriptions and advertising — the car manufacturers, leasing companies, and fleet service providers who sell to the fleet managers — with the portal's digital advertising and the event business (firmenauto test drive). The advertisers are the companies whose products the readers buy for their fleets: the natural advertising fit of a fleet-management title, the carmakers and leasing houses competing for the fleet manager's signature — the B2B advertising market that sustains the specialist fleet press. Circulation figures and editorial leadership details are not publicly confirmed.

Digital Presence

The portal firmenauto.de is the brand's digital home — the online portal for the print magazine, with the rubrics Branchen-News, Auto, Nutzfahrzeuge, Alternative Antriebe, Mobilität, Management, Recht/Steuern, and Who is Who, and the traffic of 311,437 page impressions, 96,930 visits, and 30,000 uniques (Q1 2026) — the digital fleet community reading the industry's news, the vehicle tests, and the management knowledge between the print issues. The "firmenauto test drive" event extends the brand into the experiential: the selected test drivers, the event the ETM Verlag organizes, the participation terms published online, the hands-on format that turns readers into testers.

For the fleet manager — the professional who runs the company's vehicles as a business, who must balance the costs against the employee benefit, the taxation against the motivation, the electrification against the practicality — Firmenauto's combination of print depth, portal news, and test-drive event provides the information infrastructure for the fleet's decisions: which cars to buy, how to finance them, how to manage them, and how to electrify them. In the German fleet market, where the company car is both a cost factor and an employee benefit, the magazine is the fleet manager's trade press — the title that tests the cars the companies will drive, and the management knowledge that runs the fleets they belong to, from the first test to the final remarketing.