Maik Hahn for BonnetMagazine - June 10th 2025

“We’re basically an event agency that sells cars.”

A conversation with Rainer Dörr, founder of the DOERR GROUP, about prestige, performance—and the pulse of passion.

Few names in Europe are as synonymous with automotive excellence as the DOERR GROUP. With brands like Bugatti, Pagani, Lamborghini, Singer, and an early partnership with McLaren as their first major milestone, Rainer Dörr has built a company that’s more than just a supercar dealership. In this interview with BonnetMagazine, the founder speaks about gut decisions, motorsport as a family affair—and why Mallorca has become the new mecca for speed enthusiasts.

Mr. Dörr, the DOERR GROUP is now one of the premier names in the supercar market. What was your personal motivation for founding the company—and what drives you today?

I grew up in my parents’ car dealership. But at some point, I started missing the passion—the thrill, the freedom, the personal touch. So I took a bold step: I left traditional car sales behind and started my own adventure. McLaren was the first supercar brand in our lineup—and I had to apply to them personally back then. Today, it’s the other way around: manufacturers come to us. But back then, it was a door-opener, made possible through initiative and conviction. I knew I wanted to create something of my own—with real enthusiasm and heart.

Today, what motivates me most is the feeling of making an impact—every single day. We’re not just selling cars—we’re creating experiences, building relationships, and living a culture. I’m incredibly grateful for the team that walks this path with me. And when I see customers behind the wheel at our events, eyes glowing with excitement—that’s when I know exactly why I do this.

Your portfolio reads like a who's who of the supercar world — Bugatti, Pagani, Singer, Lamborghini. What defines a truly exceptional brand for you?

An exceptional brand needs substance—history, integrity, character. But for me, it’s also about something less tangible: a feeling. I make many decisions based on instinct. When I see a brand and immediately feel: this fits us. It has something special—that’s often more valuable than a business plan.

Of course, heritage and prestige play a role. But sometimes a small manufacturer with a clear vision can be just as convincing as an established brand. What matters is that the brand speaks to our clients emotionally—and that it aligns with our standards. That’s why we now work with 15 manufacturers—from pioneers to icons.What we don’t do are "one-hit wonders." We’re not interested in short-term hypes, but in brands with substance—ones that will last, not flare up and vanish. Because we build long-term relationships — with our brands and our customers.

Do electric vehicles have a place in your portfolio?

We have two manufacturers, Czinger and Rimac, that are strong in the EV space—but overall, we’re still focused on combustion engines.

Your clientele is as exclusive as the vehicles themselves. How has luxury car buying behavior changed — is it more about ownership or the experience today?

No question: it’s about experiences. Our clients don’t just want to own their cars—they want to live them. On the road, on the track, within a community of like-minded people. That’s why I often say: we’re actually an event agency that sells cars. We organize over 70 events a year—from scenic drives to track days and road trips across Europe. It’s not about comparing horsepower — it’s about emotion, connection, enthusiasm. Our clients value being on the road with us, discovering new routes, and feeling like part of a community. That, to me, is true luxury today: time, meaningful experiences, and real human connection.

Beyond car sales, you also operate a racing team with podium ambitions—in the DTM and endurance races, for example. What does motorsport mean to you personally?

Motorsport has fascinated me from the beginning — I grew up with it and wanted to be involved early on. As a kid, I wanted to race go-karts—but my mother didn’t allow it. So I went into motocross instead. I started racing when I was eleven.Competition drives me. I love challenges. I want to know where I stand. That’s why I’m proud that we’re not just in DTM, but also at 24-hour races and with our own kart team.

Our latest addition is a motocross team—with Max Nagl as our rider. It’s a real passion project.Motorsport isn’t a side gig for me—but it’s not just about athletic ambition. It’s also a way to connect more deeply with our customers. Every race is an event where our clients can participate—whether as spectators, guests, or even co-drivers. It creates unique experiences and emotional bonds that go far beyond selling cars.

Your sons are now active on the racetrack as well. How does it feel to see motorsport becoming part of your family’s DNA?

All three of my sons are now active in motorsport. Ben is racing this season in DTM alongside Timo Glock for our team. Phil competes in endurance races, including the Nürburgring 24 Hours. Robin is our team manager. Of course, it’s great to see—but we’re very pragmatic about it. Motorsport is a tough business. The competition is fierce. If you want to succeed, you need to work consistently, evolve continuously, and stay committed.

I support my boys, but I’m also honest with them. Looking back doesn’t help—you need to focus on what’s ahead. Motorsport demands a lot, but it gives a lot back—if you’re serious and professional about it.

Motorsport is tough, demanding, precise—just like entrepreneurship. Which principles from racing influence your business decisions?

There are many. Take precision, for example. In racing, every detail matters—the same applies in business. You need to be prepared, react quickly, and be perfectly tuned. Discipline is also essential: if you want to win, you have to put in the work—even when it’s hard.

But most important is the team. No race is won alone—you need mechanics, strategists, and mutual trust. And for me, the guy who cleans the windows is just as important as the driver or engineer. Everyone contributes to success—and that’s exactly how we run the company. We have very flat hierarchies. We lead the DOERR GROUP like a racing team: clear roles, direct communication, and everyone knows what matters. And when it counts, someone has to be ready to make bold decisions.

Looking at your international expansion—where do you see the DOERR GROUP in the next few years? What’s the vision driving you?

Our vision is clear: we want to be the number-one destination for supercar enthusiasts in Europe—not just for buying, but for everything that goes with it. That’s why we’re expanding our locations strategically. Most recently, we opened Aston Martin in the heart of Düsseldorf. And soon we’ll be opening our new "Home of Speed" in Mallorca—with a workshop, supercar rentals, and event space. Mallorca is a second home for many of our clients. That’s exactly why we’re realizing our “Home of Speed” concept there—a place that’s more than just a garage or showroom. The Home of Speed is a philosophy brought to life. We’ll have a showroom and workshop—but also rent out cars.

At the same time, we’re expanding our involvement in motorsport and supporting young talent—whether in karting, circuit racing, or off-road.And of course, we’ll celebrate DOERR GROUP Day on June 14—with all 15 brands on the racetrack. DOERR GROUP Day is a thrilling event—truly one of a kind. It’s the only event where all 15 manufacturers from our portfolio hit the track together. That’s something you’ll rarely experience in Europe and it promises a weekend full of emotion, performance, and community. A must for anyone who doesn’t just want to see the supercar world—but feel it.