Swiss Automotive Group

What Swiss Automotive Group does

Swiss Automotive Group AG is a privately held, family-owned automotive aftermarket distribution group headquartered in Rotkreuz, Switzerland, with a heritage dating to 1930. The group operates across 12 European countries (Switzerland, Italy, Austria, Portugal, Romania, Serbia, Slovakia, Slovenia, Spain, Czechia, Germany, and Hungary), distributing more than one million products including spare parts, lubricants, chemicals, car accessories, workshop equipment, and consumables. Its primary customers are independent workshops, garages, body shops, auto electricians, specialist retailers, and special-purpose vehicle manufacturers served through a B2B distribution model with multiple daily delivery rounds and field sales coverage.

The group's core technology stack is built on the Microsoft enterprise ecosystem, including Dynamics 365 Finance and Supply Chain Management, Dynamics 365 Customer Engagement, .NET/C# backend services, React frontends, Azure cloud, and a mix of MS SQL Server and PostgreSQL databases. Digital capabilities are concentrated in the SAG Digital subsidiary, which develops and operates proprietary e-commerce webshops, mobile applications, ERP integrations, and a NoCode-based Dealership Management System. Engineering and R&D centers are located in Romania (Cluj-Napoca, Bucharest, Satu Mare), Germany (Cologne), and Switzerland (Cham), alongside warehouse and e-commerce operations in Kirchenthumbach and Pressath (ATP Autoteile) and a sales office in Jona (Derendinger AG).

Revenue is generated primarily through one-time B2B sales of automotive aftermarket parts, supplemented by transaction-based revenue from proprietary e-commerce platforms operated by SAG Digital and ATP Autoteile GmbH. The company reports annual sales exceeding 1.1 billion euros. Key wholly owned subsidiaries include SAG Digital (digital solutions), ATP Autoteile GmbH (leading European e-commerce aftermarket platform), Technomag AG (central purchasing company for private-label brands), SAG Schweiz AG (Swiss market operations), and Derendinger AG (Swiss auto parts retail leader). The group also operates workshop concept partnership programs that provide independent garages with brand identity, purchasing discounts, technical support, and DMS integration while preserving their operational independence.

Name

Swiss Automotive Group

Legal name

Swiss Automotive Group AG

Website

https://sag-ag.ch

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

1–10 employees

Short description

Swiss Automotive Group is a privately held Swiss automotive aftermarket distributor operating across 12 European countries with a portfolio of over one million parts, serving independent workshops, garages, body shops, and specialist retailers through dense daily delivery networks and proprietary digital platforms.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Parts Distribution

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Automotive Parts and Accessories Retailers (441330)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Automotive Aftermarket Parts Distribution (Light-Duty) (TLAKAOAA)

akta.pro secondary industries

Accessories & appearance products distribution (interior/exterior accessories, detailing, car care) (CRAOANAI), Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD), Automotive Parts, Tools & Accessories Marketplaces (CRAFABAJ)

Keywords

• Automotive aftermarket parts
• Automotive spare parts distribution
• Workshop supplies wholesale
• Automotive e-commerce platforms
• Commercial vehicle parts

Headquarters

HQ city

Dietlikon

HQ country

Switzerland

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Automotive aftermarket parts sales: B2B sales of passenger car and commercial vehicle spare parts, lubricants, chemicals, car accessories, workshop equipment, and consumables to independent workshops, garages, body shops, and specialist retailers across 12 European countries
2. E-commerce platform revenue: Online sales through proprietary webshops and e-commerce solutions operated by SAG Digital subsidiary, generating transaction-based revenue from B2B customers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Swiss Automotive Group distributes a portfolio of over 1 million automotive aftermarket products — including spare and service parts, lubricants, chemicals, car accessories, workshop equipment and consumables for passenger cars and commercial vehicles — to independent workshops, garages, body shops, auto electricians, specialist retailers and special-purpose vehicle manufacturers across 12 European countries. The offering combines physical just-in-time delivery with proprietary digital tools (webshops, apps, a NoCode-based Dealership Management System) developed by its subsidiary SAG Digital, alongside technical support and Workshop Concepts partnership programmes.

Product overview

Swiss Automotive Group operates as a single unified automotive aftermarket platform providing over 1 million products across 12 European countries. The core offering combines a comprehensive parts portfolio (spare parts, lubricants, chemicals, accessories, workshop equipment, consumables) with digital solutions developed by subsidiary SAG Digital (e-commerce, webshops, apps, Dealership Management Systems), supported by subsidiaries ATP Autoteile (German e-commerce platform), Technomag AG (central purchasing for private labels), and Derendinger AG (Swiss market leader). The company delivers just-in-time logistics, technical expertise, and workshop partnership concepts to independent garages, repair shops, and professional retailers.

Differentiator

Problem solved

Functional benefit

Products and services

• Swiss Automotive Group Core Aftermarket Parts Portfolio Portfolio of over 1 million automotive aftermarket products — spare and service parts, lubricants, chemicals, car accessories, workshop equipment and consumables — for passenger cars and commercial vehicles, distributed to independent workshops, garages, body shops, auto electricians and specialist retailers across 12 European countries with multiple daily delivery rounds.
• SAG Digital E-commerce Platforms and Webshops Proprietary B2B e-commerce solutions, webshops and mobile applications developed and operated by SAG Digital, serving millions of users across European markets and enabling digital ordering and digital transformation for SAG companies and their B2B customers.
• ATP Autoteile E-commerce Platform Leading European e-commerce platform for high-quality automotive aftermarket replacement and wear parts and matching automotive accessories, operated from Kirchenthumbach, Pressath, Munich and Cologne by ATP Autoteile GmbH as a wholly-owned subsidiary.
• SAG Schweiz AG (Swiss Market Operations) Wholly-owned subsidiary operating Swiss Automotive Group's automotive aftermarket sales and distribution activities in the Swiss home market.
• Derendinger AG (Swiss Auto Parts Retail) Swiss market leader for auto replacement parts, providing sales and distribution with a focus on customer service and independent workshops; operates branches including the Jona sales office.
• Technomag AG (Central Purchasing / Private Labels) Central purchasing company within the Swiss Automotive Group network that manages private label brands and handles imports into the European Union.
• Dealership Management System (DMS) NoCode-based Dealership Management System for garage operations, with product responsibility for two legacy DMS systems undergoing maintenance, enhancements and a structured phase-out according to the DMS target roadmap. Sold to workshops and garages as a management software product.
• Workshop Concepts Partnership Programme Partnership programme offering independent workshops access to Swiss Automotive Group's network, providing special promotions, purchasing discounts, technical support, training and brand recognition while preserving workshop independence.

Quantifiable outcome

• Over 1.1 billion euros in annual sales
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Alliance Automotive Group: Pan-European distributor of automotive aftermarket parts, consumables, and workshop supplies to independent garages. Closely matches SAG's B2B field-sales + multi-country distribution model across European markets.
• Stahlgruber Group: One of Europe's largest automotive aftermarket parts distributors, focused on Germany and adjacent markets. Operates a comparable multi-country B2B distribution and workshop services model, competing directly with SAG and ATP Autoteile in German-speaking regions.
• AUTODOC: Europe's leading online retailer of automotive spare parts and accessories. Competes with SAG's ATP Autoteile and SAG Digital channels on price transparency and assortment in B2C and B2B online parts across Europe.
• Groupauto International: International network of automotive parts distributors serving independent workshops across multiple European and international markets. Closely comparable multi-country wholesale model targeting independent garages, with shared workshop-proposition concepts.
• Oscaro: Major European online retailer of automotive parts and accessories with operations in France, Spain, Portugal, and Italy. Competes directly with SAG's e-commerce platforms in Southern European markets for both consumer and B2B buyers.
• Mister Auto: European online specialist for automotive maintenance parts and accessories. Overlaps with SAG's web-channel strategy in continental Europe and competes on catalogue breadth and delivery speed for aftermarket wear parts.

Broad incumbents

• LKQ Corporation: World's largest distributor of automotive aftermarket parts, with extensive European wholesale operations (including Stahlgruber). A scaled, publicly listed incumbent serving the same independent workshop channel across overlapping European geographies.
• Febi Bilstein: European aftermarket parts manufacturer and distributor serving the independent aftermarket. Comparable through its broad wear-and-tear parts portfolio and distribution partnerships with European wholesalers serving the same workshop base as SAG.
• Continental Automotive Aftermarket: Aftermarket division of global automotive supplier Continental, distributing replacement parts, tools, and workshop services across Europe. Competes at the branded-spare level with SAG's portfolio of consumables, braking, and service parts.

Emerging players

• TEMOT International: International purchasing and distribution network for automotive aftermarket parts, focused on emerging and Central/Eastern European markets. Most directly comparable to SAG's Eastern European footprint and private-label/wholesale model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/swiss-automotive-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 records

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 Swiss Automotive Group