Merbag

What Merbag does

Merbag, legally Mercedes-Benz Automobil AG, is the largest authorized Mercedes-Benz dealer in Switzerland, operating 28 dealership and service locations across the cantons of Zürich, Aargau, Solothurn, Bern, Fribourg, and Ticino. The company sells the full Mercedes-Benz passenger range (including Mercedes-AMG, Mercedes-Maybach, and smart), commercial vehicles (Sprinter, Vito, Actros, Fuso, Unimog), vans and motorhomes, and certified pre-owned vehicles backed by a 111-point inspection and minimum 12-month warranty. Beyond sales, Merbag operates specialized competence centers for AMG performance, Maybach/SLR luxury, Classic vehicles, and the 300 SL, alongside Merbag Motorsport for AMG customer racing and performance events.

The company monetizes through multiple streams: one-time vehicle sales (new and certified pre-owned), recurring leasing facilitated via Mercedes-Benz Financial Services (24-48 month terms, 5,000-30,000 km annual mileage, guaranteed residual value), professional service and maintenance including workshop, bodywork, and roadside assistance, hardware sales of Mennekes and Amtron home wallboxes (up to 22 kW) installed in partnership with BKW, and fleet management solutions under National Fleet Agreement programs tiered for small (1-29 employees) and large (30+ employees) business customers. The go-to-market is primarily enterprise field sales and physical retail through 28 locations, supplemented by a trilingual website (DE/FR/IT), test drive appointments, fleet consultation, and email/newsletter campaigns.

Founded in 1912, Merbag employs approximately 1,400 people and ranks among the three largest employers in the Swiss automotive industry. The technology stack is OEM-supplied rather than proprietary: Merbag develops no in-house technology and integrates Mercedes-Benz platforms including Mercedes me connect (with Electric Intelligence navigation, Plug & Charge, and real-time charging station display) and Mercedes me Charge, which provides access to approximately 2 million public charging points and the Ionity fast-charging network across Europe.

Name

Merbag

Legal name

Mercedes-Benz Automobil AG

Website

https://merbag.ch

Company type

Private

Founded year

1912

Operating status

Operating

Headcount range

251–500 employees

Short description

Merbag is the largest authorized Mercedes-Benz dealer in Switzerland, operating 28 locations across six cantons with ~1,400 employees. It sells new and certified pre-owned Mercedes-Benz passenger, commercial, and luxury vehicles, complemented by leasing, fleet, service, and EV charging solutions.

Ownership category

akta.pro rank

Headquarters

HQ city

Schlieren

HQ country

Switzerland

HQ region

Europe

Offices28 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Others

Revenue model

1. Vehicle Sales: Merbag generates revenue through the sale of new Mercedes-Benz vehicles (including Mercedes-AMG, Mercedes-Maybach, and smart brands) and certified pre-owned vehicles. The company also sells commercial vehicles including vans, transporters, trucks, and motorhomes under Mercedes-Benz, Fuso, and Unimog brands.
2. Leasing and Financial Services: Merbag offers leasing solutions through Mercedes-Benz Financial Services with contract durations of 24-48 months, annual mileage options of 5,000-30,000 km, and guaranteed residual value. Customers can also obtain financing for vehicle purchases.
3. Service and Maintenance: The company provides comprehensive service offerings including workshop services, bodywork repairs, roadside assistance, and the Mercedes-Benz Certified used car program with 111-point quality checks, warranty, and mobility guarantee.
4. Charging Solutions: Merbag offers home charging solutions including Mennekes Wallbox and Amtron wallboxes (4You 510 and 4Business 730 with up to 22 kW charging capacity) through partnership with BKW, as well as access to Mercedes me Charge with approximately 2 million charging points globally including Ionity fast charging network.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Merbag is the largest authorized Mercedes-Benz dealer in Switzerland, selling new and certified pre-owned Mercedes-Benz passenger vehicles (including Mercedes-AMG, Mercedes-Maybach, and smart sub-brands), commercial vehicles (Sprinter, Vito, Actros, Fuso, Unimog), and Marco Polo camper vans through 28 locations nationwide. The company complements vehicle sales with Mercedes-Benz Financial Services leasing and financing, National Fleet Agreement fleet solutions for business customers, home and public EV charging solutions (including Mercedes me Charge access to approximately 2 million charging points), and authorized workshop, bodywork, roadside assistance, insurance, and warranty services across the ownership lifecycle.

Product overview

Merbag is an authorized Mercedes-Benz dealership group operating 28 locations across Switzerland, offering a comprehensive portfolio of Mercedes-Benz vehicles and services. The core product offering encompasses passenger vehicles (Mercedes-Benz, Mercedes-AMG, Mercedes-Maybach, smart), commercial vehicles (Sprinter, Vito, Actros, Fuso, Unimog), and recreational vehicles (Marco Polo camper vans). Supporting the vehicle sales business, Merbag provides integrated services including leasing through Mercedes-Benz Financial Services, fleet management solutions with National Fleet Agreement programs, home and public charging solutions via Mercedes me Charge and partnered wallbox providers (BKW/Mennekes/Amtron), certified pre-owned vehicle programs (Mercedes-Benz Certified and AMG Certified with 111-point inspections), authorized maintenance and repair services, insurance and warranty products, connected car services through Mercedes me connect, and specialized competence centers for AMG performance, classic vehicles, and the 300 SL model series. The company positions itself as a full-service automotive partner offering vehicles from entry-level to ultra-luxury segments along the entire ownership lifecycle.

Differentiator

Problem solved

Functional benefit

Products and services

• Mercedes-Benz Passenger Vehicles New Mercedes-Benz passenger vehicles (compact, sedan, SUV, coupé, convertible, and EQ electric) sold through 28 Swiss Merbag locations, including new, pre-registered, and demonstration models, for individual retail customers and business clients.
• Mercedes-Benz Electric Vehicles (EQ Series) Full-electric Mercedes-Benz vehicles including EQA, EQE, and EQS (sedan and SUV variants) for retail and fleet customers transitioning to zero-emission mobility, with Electric Intelligence navigation and Mercedes me Charge access.
• Mercedes-AMG Performance Vehicles High-performance Mercedes-AMG models (AMG GT, A 35, GLC 53, CLE 53, and AMG customer racing models) sold through dedicated AMG Performance Centers and the AMG Exclusive Base Zürich, for performance-oriented enthusiasts and collectors.
• Mercedes-Maybach Luxury Vehicles Ultra-luxury Mercedes-Maybach sub-brand vehicles positioned as the highest level of craftsmanship, comfort, and exclusivity within the Mercedes-Benz portfolio, sold to high-net-worth private and corporate clients.
• smart Electric Vehicles Compact urban electric vehicles (smart #1, smart #3, smart #5) sold for sustainable city mobility, including for User Chooser fleet program participants.
• Mercedes-Benz Vans & Campers V-Klasse passenger vans and Marco Polo recreational vehicles (Marco Polo, Marco Polo HORIZON, Marco Polo ACTIVITY) sold for passenger transport and camping applications to families, lifestyle buyers, and shuttle operators.
• Mercedes-Benz Commercial Vehicles Commercial vehicle lineup (Sprinter, Vito, Actros, Arocs, Atego, Econic, Fuso, Unimog, Tremonia) for transport, logistics, and specialized vocational applications, sold to business fleet operators and trades.
• Mercedes-Benz Certified Pre-Owned Vehicles Certified used vehicles passing a 111-point quality check with 7-day exchange policy, minimum 12-month warranty, mobility guarantee, and pre-delivery service, including AMG Certified pre-owned variants, sold to price-sensitive but quality-conscious buyers.
• Mercedes-Benz Leasing & Financial Services Vehicle leasing and financing solutions through Mercedes-Benz Financial Services with contract durations of 24-48 months, annual mileage of 5,000-30,000 km, guaranteed residual value, optional insurance and service packages, and flexible end-of-contract return or exchange.
• Fleet & Business Customer Solutions Customized fleet and business customer programs including National Fleet Agreement (NFA) tiers (Category A: 6-49 vehicles, Category C: 50+ vehicles annually with progressive conditions), User Chooser employee selection programs, and dedicated fleet customer service for small businesses (1-29 employees) and large enterprises (30+ employees), plus specialized offerings for taxi/limousine operators, driving schools, and self-employed professionals.
• Mercedes-Benz Charging Solutions Home and public EV charging solutions including Mennekes and Amtron wallboxes (4You 510 and 4Business 730, up to 22 kW) installed via BKW partnership, plus Mercedes me Charge public charging access (approximately 2 million charging points worldwide including Ionity fast charging network) for EV and plug-in hybrid owners.
• Mercedes-Benz Service & Maintenance Authorized workshop, bodywork, tire change, roadside assistance (Mobilo), digital service booking, and Mercedes-Swiss-Integral service package offerings for Mercedes-Benz vehicle owners across the 28 Swiss locations.
• Mercedes-Benz Insurance & Warranty Vehicle insurance products and extended warranty coverage sold to Mercedes-Benz vehicle owners to protect their investment, with options typically bundled into leasing or purchase contracts.
• Mercedes-Benz Classic Vehicles Classic and vintage Mercedes-Benz vehicles (Oldtimer, Youngtimer, 300 SL Coupé and Roadster) sold and serviced through the Mercedes-Benz Classic Center and dedicated 300 SL Competence Center for collectors and enthusiasts.
• Merbag Motorsport & Performance Events AMG motorsport involvement, AMG customer racing models, track preparation services, and exclusive performance driving events offered to AMG customers and motorsport enthusiasts.

Named customers5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• BKWcoreStrategic or Co-development PartnerBKW is Merbag's partner for home charging solutions. BKW provides the digital Home Check service to assess installation requirements, then supports customers through planning, installation, and regulatory compliance for private wallbox installations. BKW is an international energy and infrastructure company.
• Mercedes-Benz Financial ServicescoreChannel Partner/ Reseller/ DistributorMercedes-Benz Financial Services provides leasing and financing solutions for vehicle purchases at Merbag. Products include flexible leasing with contract durations of 24-48 months, annual mileage options of 5,000-30,000 km, guaranteed residual value, and optional insurance and service packages.
• IonitycoreTechnology or IntegrationIonity operates a pan-European high-power charging network. Merbag customers with electric vehicles gain access to Ionity's fast charging stations through Mercedes me Charge, enabling reliable long-distance travel across Europe.
• Mercedes-BenzcoreTechnology or IntegrationAs an authorized Mercedes-Benz dealer, Merbag represents the brand and provides access to Mercedes me Charge (approximately 2 million global charging points), Mercedes me connect digital services, and the full range of Mercedes-Benz vehicles, parts, and services.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• AutoNation, Inc. AutoNation is one of the largest automotive dealer groups in the US, operating multi-brand retail, service, and finance operations at scale. Comparable to Merbag in business model, scale ambition, and full-lifecycle service approach, though geographically distant.
• Group 1 Automotive, Inc. Group 1 Automotive is a large US-based multi-brand auto retailer with extensive new/used vehicle sales and service operations, directly comparable to Merbag's dealership business model and lifecycle services.
• Vertu Motors plc: Vertu Motors is one of the UK's largest automotive retail groups, operating multi-brand dealerships with new/used sales, fleet, and after-sales. Comparable to Merbag in dealership model and service integration, though focused on the UK market.
• Inchcape plc: Inchcape is a global automotive distributor and retailer with multi-brand representation across multiple markets, sharing the authorized-dealer and after-sales business model Merbag operates in Switzerland.
• Sonic Automotive, Inc. Sonic Automotive is a US multi-brand automotive retailer with strong luxury/premium franchise representation and EchoPark used-car operations, mirroring Merbag's premium positioning and certified pre-owned business.

Direct peers

• Emil Frey Group: Emil Frey is a major Swiss automotive dealer group representing multiple premium brands with extensive service and fleet operations. It is a direct competitor to Merbag in Swiss premium auto retail and after-sales services.
• AVAG Holding AG: AVAG is a mid-sized Swiss automotive dealer group with multi-brand representation and service operations. It competes with Merbag in the same Swiss cantons for premium retail and after-sales business.
• Hedin Mobility Group: Hedin Mobility is a large European automotive dealer group with significant Mercedes-Benz representation across multiple countries, making it a comparable full-service authorized Mercedes dealer group at broader European scale.
• Garage B. Stucki AG: A smaller authorized Mercedes-Benz dealer in Switzerland directly competing with Merbag for the same Swiss Mercedes customers in overlapping regional catchment areas.
• AMAG Group AG: AMAG is the largest automotive retailer in Switzerland, operating multiple OEM brands (Volkswagen, Audi, Porsche, Škoda, etc.) and is Merbag's most direct head-to-head competitor in the Swiss auto retail market with comparable scale and full-service offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/merbag.schweiz

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Merbag