GDPR Cookie Consent by Free Privacy Policy Home | Baseshift
Our mission

We have been passionate about the global automotive wheels and tires markets since 2012.

As an independent boutique consultancy, our goal is to successfully position our clients in this complex and challenging business field.

You are ...

Car / Motorcycle Manufacturer

Importer / National Sales Company

Car / Motorcycle Dealer

…let us start rethinking the wheels and tires business together!

The automotive industry is in a state of transition. Key drivers such as digitalization, connectivity and emissions reduction are showing up in various forms such as electrification, (partially) autonomous driving and car sharing. These developments are impacting the value chain, including the aftersales business.

In this constellation, complete wheels, rims and tires in particular also play an important role. After the new vehicle is handed over, these products are often the first part in the vehicle's life cycle for which customers have a need for replacement or additional products.

However, it is not just a matter of having the right products available at the right time, but also of professionalizing service offerings and service processes. The objective is to appear to customers as a competent supplier of wheels and tires, to ensure customer satisfaction and to use those products and their related services as a loyalty tool.

On the way here, car manufacturers and car dealerships face high challenges, as there are some complexities of this business segment which need to be mastered.

We are your partner on the path to a long-term positive development of your business.

Our portfolio

This performance will get your business ahead!

Increase your competitiveness and your turnover in the wheels and tires business - we show you how!

We accompany you from the initial analysis to the implementation support and global performance optimization.


How we assess, plan and steer your opportunities.

  • Market analysis (e.g. pricing studies, competitor analysis)
  • Business case / potential calculations
  • Business area strategies wheels / tires
  • Business model / sourcing strategies
  • Purchasing consulting and negotiation strategies

How we integrate individual business strategies into your core business.

  • Business development (e.g. optimization of processes, sell-in / sell-out measures)
  • Change management
  • Project management (e.g. market roll-outs, tire insurance introduction)
  • Tender management
  • Sales development (e.g. target setting and steering, incentive events)

How we keep you in the loop on all management processes.

  • Market price monitoring
  • Performance reporting
  • Supplier steering
  • Portfolio management
  • Trainings
  • Surveys (e.g. supplier performance, dealer satisfaction, end customer satisfaction)
Project examples
Project examples

Project example STRATEGY: Business model analysis and concept

Project assignment

Analysis and conceptualization of an OEM-driven business model for the sourcing and distribution of loose tires.

Customer added value and project results

  • Identification of the requirements of various stakeholders.
  • Preparation of market and price analysis.
  • Identification, conceptualization and evaluation of potential business models and suppliers.
  • Derivation of a recommendation for action as well as a decision template for the introduction of the new purchasing and sales model.

Project example IMPLEMENTATION: Tendering of a tire wholesaler

Project assignment

Implementation of a profitable and sustainable replacement tire business in the market through the introduction of a wholesale model.

Customer added value and project results

  • Consulting regarding the contents to be tendered.
  • Preparation of tender documents and support during the tendering process.
  • Evaluation of the offers, derivation of the supplier recommendation, contract preparation.
  • Significant reduction of dealer prices and increase of customer margin.
  • Significant increase in sales in the sell-in & sell-out and thus increase in customer loyalty.

Project example PERFORMANCE: Business Data Intelligence

Project assignment

Design and implementation of a business data intelligence report and corresponding downstream processes to utilize the report results.

Customer added value and project results

  • Significant simplification and traceability of business analyses.
  • Simple and clear visualization of business results.
  • Extensive automation of report generation and therefore reduction of effort.
  • Structured derivation of options for action to optimize business results.
  • Significant increase in sales results through more focused steering of sales units and sales representatives.
Our company

We have drive - and driving forces!

With specific know-how the baseshift team brings two worlds together, the automotive industry and the wheel / tire industry.

Gregor Rohlender

Managing Partner

"Strengthen quality in the OEM wheel and tire industry with lasting effect“. With more than 10 years of professional and project experience in the automotive and supplier industry, Gregor pursues this aim with baseshift GmbH. His leisure pursuits include cooking and fly fishing.

Ralf Dorsch

Head of Sales

Ralf is an expert in sales with more than 20 years experience in tire industry. Within our projects Ralf focuses on the development of sales strategies and the development of the car dealer channel. His hobbies are motorcycling and skiing.

Francesco Novasconi


With ages of experience gained both on the Car Manufacturer´s HQ and Dealer side, Francesco is a professional with a deep and multifaceted understanding of the wheels & tires market, spacing from the customer to the OEM perspective. In his free time he loves motorcycling, golfing and enjoying nature.

Florian Neubauer


With over 10 years of sales experience in car dealerships, Florian is very knowledgeable about vehicles, aftersales products and processes and understands how to address customer needs. As a Consultant, he brings this knowledge profitably to our customers as well as to our team. Florian is passionate about playing soccer, skiing and spending his vacations in South Africa.

Markus Sprick

Senior Consultant

In his 20 years of professional experience with vehicle manufacturers, from development to aftersales, Markus has focused on market price-oriented purchasing and pricing strategies in the wheel and tire business during the last 10 years. In his spare time, he enjoys spending time with his family as well as sailing.


baseshift goes „Nachhaltig gesunder Arbeitgeber“

We are proud to announce that we have been awarded "Nachhaltig gesunder Arbeitgeber" thanks to fairfamily. The award is the result of our commitment towards creating a healthy work environment and supporting the health and well-being of our employees. As part of our "baseshift healthcare system", we offer our employees over 300 health programs and employee benefits.

New team members at baseshift

With over 15 years of experience in Sales and Team Assistance, Julia will support the baseshift team in various areas and projects. She likes to spend her free time in the mountains hiking or on her gravel bike. Her biggest passion is her dog, who accompanies her in all her free time activities.

With over 10 years of sales experience in car dealerships, Florian is very knowledgeable about vehicles, aftersales products and processes and understands how to address customer needs. As a Consultant he brings this knowledge profitably to our customers as well as to our team. Florian is passionate about playing soccer, skiing and spending his vacations in South Africa.

Welcome on board, Julia & Florian!

We welcome our working student Leonard Pinke!

Leonard has been part of our team since May and supports us in various areas in addition to his business studies at the LMU. Leonard has already gained first experiences in the field of  Wheels and Tires during his apprenticeship and while working in his parents' company.

We are looking forward to working with you and wish you a great start!

New Partner structure

Excited to announce our new promotions and Partner structure! Thank you Mikus Melderis and Patrick Hillert for your contribution to baseshift’s success and happy to have you on board as Junior Partners!

baseshift hike

We master every challenge – regardless whether it’s for our clients or for us as a team. Last weekend we conquered the summit and are looking forward to the next great challenge!

New team member

With the latest arrival of Francesco Novasconi, baseshift aims to furtherly expand its expertise. Thanks to many years of experience in the wheels & tires trade, both on the OEM Car Manufacturer's and Dealer's side, Francesco will contribute to strengen our already solid team, integrating and expanding our services portfolio.

Welcome on board, Francesco!

Your career

Step in - and start through!

Feedback from our employees…

A culture in which employees can develop their potential is one of the cornerstones of our success. Convince yourself on kununu!

You can look forward to…

We work in a fast-paced environment with multidisciplinary projects. We are in daily contact with international customers, partners and colleagues. Our close team structure and the immediate assumption of responsibilities, in addition to regular training, promotes the personal development of each baseshifter.

You will benefit from…

  • Fast "learning curve"
  • International projects
  • Insights into the automotive value chain
  • Regular feedback and evaluation interviews
  • Individual training and further education

Our “feel-good-package”…

  • Open and appreciative work atmosphere
  • Individual training and further education
  • A variety of company events
  • Company pension plan
  • Employer-funded provident fund
  • MVV ticket coverage
  • Industry-standard salary
  • Corporate benefits program
  • baseshift health care system


Over 300 health offerings and employee benefits!

— Discounts in over 500 online stores and fitness studios throughout Germany

— Specialist appointment within 5-10 days

— Medical 2nd opinion as well as a 24/7 health phone line

— 900 € annual health budget for private medical services, massages, alternative practitioner services and much more

— Access to various health services for your family and friends

— Regular preventive health check-ups worth over 300 € a year

— Digital Health Coach

— Cash or non-cash rewards by using our app

— Health check-ups and health days with speeches by top athletes


How to find us.

baseshift GmbH
Radlkoferstraße 2
D-81373 Munich

T +49 89 74 11 85 440

How to find us: Directions