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About us

The Beginning of Dataforce

Twenty years ago we started to along the path of making market segmentation transparent for our customers. Up until then the automotive industry had been in the dark with manufacturers, leasing companies and automotive suppliers unaware of their own customers’ special needs. During this time we have achieved a great deal, helping to bring attention and focus onto the market segments and raising the awareness of Fleet segment clients as essential in today’s car manufacturers’ marketing mix.

Conferences, trade fairs, journals, and press events all show the significance for the automobile industry of this True Fleet customer segment. We’re happy that our more than 75 employees are diligently working to further promote this segments visibility. Every month we supply over 500 customers with the most up-to-date statistics and analyses so that they can constantly improve offers to their own clients. Not a day passes in which we don’t learn something new about this fascinating market in order to share it with our customers. Our journey continues. Come along with us!

Twenty years ago we founded Dataforce because we noticed the automotive industry in Germany had neglected a customer segment in which we saw great potential: the segment for company cars, enterprises that purchase many hundreds of thousands of vehicles each year in Germany alone.

In our view, the invisibility of this segment represented a significant market gap. A manageable number of buyers, namely companies, were making annual vehicle purchases in gigantic quantities without the automobile industry having yet taken any particular notice. Neither in their marketing strategies nor in sales planning channels did business clients play a major role.

In fact it some cases it was quite the contrary, with many auto manufacturers regarding business customers as a necessary evil [or a nuisance]. “I’m happy for every model that I don’t have to sell as a company car, because then I don’t have to increase the discount,” we heard repeatedly from manufacturers’ sales directors.

By chance we learned that this attitude was not necessarily shared in other countries. Especially in England, we encountered an entirely different approach. There, company fleets were considered a target group and were courted in a highly professional manner. Trade fairs, trade journals, specialised dealerships and leasing companies focused on this segment, resulting in considerable success.

Market Transparency as Opportunity

This made us curious. Our analysis of the automobile market showed that Germany, too, hosted a high number of companies with their own fleets, suggesting a huge potential for independent “Fleet Marketing.” Why had this opportunity gone unnoticed by market agents? Numerous discussions with decision-makers made it clear that there was hardly any available, solid and dependable information on the segment. Lacking was the market transparency, necessary for correct estimates of sales potential, and thereby allowing for a highly informed decision on the best course of action.

Clearly, we had opened up a unique opportunity to increase the transparency of a large and important client segment that had up to that point been in hibernation. A business idea was born that didn’t wait long for its implementation.

Already at that time, nearly every second car was registered to a company rather than an individual, so that whoever targeted customers in this business segment would easily gain a clear competitive advantage. Because our analysis also showed that the purchase behavior of business customers differed sharply from that of private buyers, the automobile industry’s interest in this market segment rose dramatically in tandem with demand for our data and services.

Corporate Clients as Central Segment

Today, a central element in the marketing and sales strategy of most automobile manufacturers targets corporate clients. Our data had provided the needed market transparency, ensuring on-going improvement of this business segment. At present we are the leading supplier of market data on corporate customers concerning car registration, fleet data, registration forecasting, market trends, purchase behavior, company mobility, and more.

With 85 employees from 27 countries in Germany alone plus branch offices in Italy and China, we continually support automobile manufacturers worldwide in planning and analysing the many different automotive markets including the ability to focus on the business client segment. Every month the millions of vehicles added to our databases enable our customers to plan and pilot their future marketing and sales strategies. Given the enormous challenges now facing the automobile industry, for instance from electric and self-driving cars, solid, up-to-date data and reliable information is essential to the future success of the industry. Providing transparency is our most important task.



We unite people using data. Being internationally minded is the basis of our success.

Mission and Vision

Then as now, our company motto is

“Transparency in the Fleet Market.”

Worldwide, more than 1 billion automobiles have been registered. Of those, approximately 35% belong to businesses. In contrast to private customers, business registrations represent investment rather than consumption, that is, companies expect a return-on-investment. This means that business customers’ behavior and motives differ significantly from those of private buyers. Making these differences clear and measuring them is an important aspect of our work. This involves further mapping of sub-segments as well as considering each country’s legal and economic framework which also influence the buyers’ behavior.

The differing registration systems and practices in various nations also increase the difficulty decision-makers face when attempting to interpret data accurately.

For more than twenty years, we have been working toward standardizing, structuring and clarifying both official government and self-generated data to give automotive industry management a dependable basis for decision-making. Our slogan “We Count Cars” emphasizes the importance of accurate quantitative measurement of the entire population, Allowing Dataforce the opportunity to deliver worldwide registration figures from which dependable, on-going analyses and prognoses are developed.

Given today’s ecological challenges affecting business mobility, we believe that corporate clients in particular can contribute solutions. How? Due to the manageability of their numbers, even with their responsibility for a considerable number of vehicles. Here we are able discern trends early and in detail that may point the way forward for the entire market.

Therefore we believe that company clients are the key to the further development of mobility. We believe that better information improves decisions, necessary for a better future. This assertion expresses at once our present mission and outlook for the years ahead.

Company Values

As a medium-sized enterprise with co-workers from 27 nations, we emphasize in our personal relations the values of tolerance, diversity, candor, and mutual respect. Our task is to solve clients’ problems with regard to market transparency while our size makes us agile and flexible enough to focus on our customer’s needs. We are very ambitious in this regard and do not give up easily. This presupposes close cooperative partnerships with customers as well as exceptional knowledge of various countries’ public authorities. Dealings with our clients depend on mutual trust and open communication.

Should difficulties in interpersonal relationships arise, we seek solutions that incorporate the interests of all parties. Good will and a positive attitude, in our experience, lead in most cases to satisfying resolutions.

Welcome to Dataforce!


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