Mobile.de, AutoScout24, eBay Kleinanzeigen – marketplaces are convenient. But convenience comes at a price. Many dealers pay fees for years without ever doing the math. Here’s the honest calculation.
The Hidden Costs of Dependency
A motorcycle dealer typically pays between 200 and 800 euros per month to marketplaces like Mobile.de or AutoScout24. On top of that come per-vehicle fees, premium placements, and add-on options.
That’s 2,400 to 9,600 euros per year. Ten years? 24,000 to 96,000 euros. And at the end of it all, you own: nothing.
No data. No customer relationships. No control over where and how your vehicles are displayed.
What a Custom System Costs
A custom vehicle portal – professionally developed and tailored to your needs – typically costs between 15,000 and 40,000 euros for the initial development.
That sounds like a lot. But let’s do the math:
- Break-even at €500/month in marketplace fees: 30–80 months
- After that: Only hosting and occasional maintenance
- What you own: The system, the data, the customer relationships
What You Gain with a Custom System
It’s not just about money. It’s about control:
- Your data belongs to you: Customer inquiries, search behavior, contact history – all in your hands
- Your rules: You decide how vehicles are presented. No algorithm changes that suddenly destroy your visibility
- Your brand: A system that looks like you – not like everyone else
- Your features: Dealer area, workshop integration, financing calculator – what you need, not what the marketplace allows
So Why Doesn’t Everyone Do It?
Because it seems complicated. Because “that’s just how it’s done.” Because nobody explained that there’s another way.
The truth: A custom system is no rocket science. It requires a one-time effort – but that effort pays off.
When Does a Custom System Make Sense?
Not for everyone. Honestly:
- If you have three vehicles in stock, a marketplace is fine
- If you have 30+ vehicles and sell regularly, it pays for itself
- If your brand and independence matter to you, it’s an investment in the future
Conclusion
Marketplaces aren’t bad. They’re convenient. But convenience has its price – and it adds up over the years.
A custom system is an investment. In independence, in your data, in your future. It’s not right for everyone – but for many, it’s more right than they think.