How Michael Pickel built a Mercedes-Benz empire over 46 years

Michael Pickel has spent 46 years shaping the automotive industry with vision and responsibility. His journey began in 1980 when, at just 29, he took over his family's Mercedes-Benz dealership in Erlangen. Now, his daughter Andrea Schmucker and service expert Frank Minnich lead day-to-day operations, though Pickel remains actively involved.

Born into a family with deep automotive roots, Pickel was prepared for leadership early on. His parents ensured he received a strong education, including studies at Friedrich-Alexander University in Erlangen. In 1990, he expanded into Thuringia by founding Auto-Scholz-AVS GmbH & Co. KG, which today operates six car and truck dealerships, two motorhome centres, and employs 500 people. A year later, he further grew the business by establishing Auto Berlacher GmbH in Erlangen.

Under his leadership, the company built a new headquarters on Frauenauracher Straße, a site still in use today. Since 2000, Pickel Automotive has collaborated closely with Mercedes-Benz Nuremberg, modernising showrooms and improving customer experiences. In 2025, the dealership also became an authorized partner for the emerging Chinese electric vehicle brand Xpeng.

Beyond business, Pickel contributes to the community through roles on the Erlangen Chamber of Commerce board and the Mittelstandsunion Erlangen. He is also an active member of the Rotary Club Erlangen-Schloss. His daughter, Andrea Schmucker, graduated from Geislingen's automotive management program and earned recognition for her thesis on Sales Scenarios for Brand-Bound Automotive Retail, reflecting the family's continued dedication to the industry.

Pickel's career spans nearly five decades, marked by expansion, modernisation, and community engagement. The dealership now operates across multiple locations, employs hundreds, and continues to adapt by partnering with new brands like Xpeng. His influence remains strong, both in business and local leadership roles.