BELGRAVIA & CO., an international and independent M&A and Corporate Finance advisory firm with offices in Cologne and New York City, exclusively advised Tank & Rast Entwicklungsgesellschaft mbH, a group company of the Tank & Rast Group („Tank & Rast“, https://tank.rast.de/en.html), on the majority takeover of fleet ad GmbH („fleet ad“, https://www.fleet-ad.de/). As part of the transaction, Tank & Rast acquired all shares of Cologne Invest GmbH in fleet ad.
Founded in 2015, Cologne/Germany-based fleet ad is a pioneer and German market leader for digital advertising in taxis. Fleet ad has contracted more than 3,000 taxis across more than 20 German cities. Specialized in the broadcasting of advertising and other digital content on interactive screens for taxi passengers, fleet ad generates more than 40 million gross contacts per month for its customers. fleet ad plans to equip every third taxi across the 25 largest German cities with tablet systems in the near future.
With the acquisition of fleet ad, Tank & Rast continues its expansion in the growing digital business, which also includes DOOH (Digital-Out-Of-Home) marketer Cittadino. Tank & Rast already operates digital screens in service areas and gas stations on motorways, in airports and in city centres. The fleet ad acquisition adds a mobile channel for marketing digital advertising to Tank & Rast’s portfolio. fleet ad is expected to benefit from Tank & Rast's extensive expertise in brand development and digital offerings in the mobility sector as well as its financial strength.
The parties have agreed not to disclose the purchase price.
BELGRAVIA & CO. acted as exclusive financial advisor to Tank & Rast on this transaction. The BELGRAVIA & CO. team consisted of Dr. Hans Christian Zanders and Dr. Björn Röper (both partners).