AMAG

What AMAG does

AMAG Automobil und Motoren AG is Switzerland's largest automotive company and the country's leading car dealership, operating as a Swiss family-owned business headquartered in Cham, Zug, since 1945. The company distributes the full Volkswagen Group brand portfolio — Volkswagen, Audi, SEAT, Škoda, CUPRA, VW Commercial Vehicles — together with Bentley and the Microlino micro-EV, through 90+ dealership and service locations nationwide, complemented by an online marketplace (auto.amag.ch) and a mobile app for end-to-end vehicle transactions.

The business model extends well beyond vehicle sales into a vertically integrated mobility ecosystem: AMAG Leasing AG provides financing; the AMAG Auto-Abo car subscription (with Clyde) and fleet programs offer recurring access models; AMAG Markenversicherung provides proprietary brand insurance; AMAG Parking AG operates eight parking facilities (Bern, Cham, Oerlikon, Olten, Schaffhausen, Zürich); and an in-house fast-charging network monetizes EV charging at CHF 0.28/kWh. Subsidiaries include AMAG First AG (used vehicles), AMAG Leasing AG, AMAG Parking AG, Parkhaus Opera AG, and Parkhaus Messe Zürich AG.

The technology stack combines a multi-brand retail and service platform with supporting digital infrastructure (online marketplace, iOS/Android app, ANPR-based parking, AMAG Bot chatbot), Adobe Analytics and Google Maps integrations, and partnerships with Helion (solar/energy), Clyde (EV subscription), Allride (MaaS), Europcar (rental/carsharing), Ducati (motorcycles), Zurich Insurance, and ABT Sportsline. The company targets a Net Zero footprint by 2040 with Science Based Targets aligned to the 1.5-degree Paris goal, supports 600+ apprentices, and operates from a leadership team including Managing Director Mathias Gabler and CFO Marco Resenterra.

Name

AMAG

Legal name

AMAG Automobil und Motoren AG

Website

https://amag.ch

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

AMAG is Switzerland's largest automotive retailer and service network, distributing Volkswagen Group brands (VW, Audi, SEAT, Škoda, CUPRA), Bentley, and Microlino through 90+ locations nationwide, with vertically integrated leasing, insurance, subscription, parking, and EV charging services.

Ownership category

akta.pro rank

Product category

Automotive Retail

NAICS

Used Car Dealers (441120), Automotive Parts, Accessories, and Tire Retailers (4413), Tire Dealers (441340), Recreational Vehicle Dealers (441210)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Services-Auto Rental & Leasing (No Drivers) (7510), Wholesale-Motor Vehicle Supplies & New Parts (5013), Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Fleet Remarketing & Vehicle Disposal (Auctions, Buyback, Resale) (TLABAHAN)

akta.pro secondary industries

New & Used Auto Purchase Loans (FSAKADAA), Tires, wheels & related supplies distribution (CRAOANAD)

Keywords

• Automotive retail
• Vehicle dealership
• Car leasing
• E-mobility solutions
• Fleet management

Headquarters

HQ city

Cham

HQ country

Switzerland

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales (New and Used): Sale of new vehicles from Volkswagen Group brands (VW, Audi, SEAT, Škoda, CUPRA, VW Commercial Vehicles) plus Bentley, as well as certified pre-owned vehicles through 90+ dealership locations.
2. Vehicle Leasing: AMAG Leasing provides financing solutions for vehicle purchases with various term lengths, down payments, and mileage packages. Revenue from interest and fees on leasing agreements.
3. Car Subscription (Clyde): Flexible car subscription service offering all-inclusive monthly payments covering vehicle use, insurance, maintenance, and seasonal tires. Maximum contract term of 24 months with automatic monthly extension.
4. After-Sales Service and Repair: Workshop services including maintenance, repairs, tire changes, bodywork, glass repair, and parts replacement at all AMAG garage locations.
5. Brand Insurance: Proprietary insurance products for Audi, VW, SEAT, CUPRA, Škoda, and VW Commercial Vehicles, offered directly through AMAG.
6. Parking Operations: AMAG Parking AG operates multiple car parks in Bern, Cham, Oerlikon, Olten, Schaffhausen, and Zürich offering hourly and long-term parking with EV charging infrastructure.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

AMAG sells new, used, and demonstration vehicles from Volkswagen Group brands (Volkswagen, Audi, SEAT, Škoda, CUPRA, VW Commercial Vehicles) plus Bentley and Microlino through 90+ dealership and service locations across Switzerland, supported by an online marketplace. The company provides financing via AMAG Leasing, an all-inclusive car subscription (Auto-Abo), certified pre-owned vehicles (AMAG First), fleet management for corporate clients (AMAG Fleet), proprietary brand insurance, EV charging infrastructure, parking operations, and full after-sales service and repair.

Product overview

AMAG operates as Switzerland's largest automotive company with a diversified mobility ecosystem. The core product is the AMAG dealership network (90+ locations) selling and servicing new, stock, and used vehicles across Volkswagen Group brands (Volkswagen, Audi, SEAT, Škoda, CUPRA, VW Commercial Vehicles), Bentley, and Microlino. The product portfolio extends beyond vehicle sales to include: E-mobility solutions (electric vehicles, fast-charging network, home charging); Financial services (AMAG Leasing, car subscription via Auto-Abo, fleet management); Insurance products (AMAG Markenversicherung); Service & maintenance (tire service, repairs, damage handling); Parking operations (AMAG Parking with EV charging); and digital services (AMAG App, online marketplace). Specialty offerings include AMAG Classic for vintage vehicles and partnerships with Helion (energy), Clyde (EV subscription), and Allride (MaaS). The company targets carbon neutrality by 2040 through its AMAG Net Zero program, integrating sustainability across all offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• AMAG E-Mobility Comprehensive electromobility offering including electric vehicle sales (VW ID. series, Audi e-tron, Škoda Enyaq, CUPRA Born), home charging solutions, and access to AMAG's growing fast-charging network with special rates of CHF 0.28 per kWh. Targeted at private buyers and businesses transitioning to electric mobility.
• AMAG Fast-Charging Network High-performance public charging stations for electric vehicles operated by AMAG across Switzerland, including charging hubs at Messe Zürich. Offers special charging rates for AMAG customers at CHF 0.28 per kWh.
• AMAG Auto-Abo (Car Subscription) Flexible car subscription service offering vehicles for a flat monthly rate that includes insurance, maintenance, seasonal tires, registration, taxes, Swiss vignette, and comprehensive insurance. Terms range from 1 to 24 months with various mileage packages; excess mileage charged at CHF 0.75 per km and early termination fee of CHF 600.
• AMAG Leasing Vehicle leasing financial product offered through AMAG Leasing AG providing flexible financing options with various term lengths, down payments, and mileage configurations for both personal and business customers. Promotional APRs range from 0% to 1.9%.
• AMAG Fleet Corporate fleet management and business vehicle solutions including customized vehicle procurement, Fleet Go+ leasing programs for service providers and logistics operators, fleet cards, maintenance packages, and dedicated account management for business customers.
• AMAG First (Certified Pre-Owned Vehicles) AMAG's certified pre-owned vehicle program offering quality-checked used cars with minimum 12-month warranty, battery certificate for electric vehicles, and comprehensive vehicle inspections across the Volkswagen Group brand portfolio.
• AMAG Classic Specialized service for classic and youngtimer vehicles offering restoration services, spare parts sourcing, and maintenance for vintage cars. Also conducting research on synthetic fuels (Synfuels) for classic vehicle operation.
• AMAG App Mobile application (iOS/Android) providing digital access to AMAG services including garage finder, online appointment booking, damage reporting, charging station locator, and vehicle management.
• AMAG Parking Parking facility operator with multiple car parks across Switzerland (Bern, Cham, Oerlikon, Olten, Schaffhausen, Zürich) offering hourly and long-term parking, EV charging stations, automatic license plate recognition, and mobile payment options.
• AMAG Markenversicherung (Brand Insurance) Proprietary insurance products for AMAG vehicle brands (Audi, VW, SEAT, CUPRA, Škoda, VW Commercial Vehicles) offering comprehensive coverage with brand-specific policies for both new and used vehicles.
• AMAG Service & Maintenance Full service and maintenance offerings including tire services (winter/summer tires, complete wheels, rim repair, wheel hotel), air conditioning service, car service/maintenance, battery service, and brake service at AMAG garages nationwide.
• AMAG Damage & Repair Vehicle damage services including damage reporting (hail, parking, bodywork), car paint and body service, car glass repair, and Tesla service. Liaises with insurers on behalf of customers.

Quantifiable outcome

• 90+ locations across Switzerland providing nationwide coverage
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• HelioncoreStrategic or Co-development PartnerEnergy and mobility partner providing photovoltaic solutions and sustainable energy services. Part of AMAG's comprehensive energy and mobility solution offerings including charging infrastructure.
• ClydecoreChannel Partner/ Reseller/ DistributorElectric car subscription partner enabling flexible vehicle access through all-inclusive monthly subscriptions. Clyde offers e-mobility at fixed prices with electricity optional.
• DucatiminorStrategic or Co-development PartnerMobility partner offering motorcycle products through select AMAG locations (Volketswil). Extends mobility portfolio beyond four-wheel vehicles.
• MicrolinominorStrategic or Co-development PartnerMobility partner offering compact urban electric vehicles (microlino). Part of AMAG's strategy to provide diverse e-mobility solutions.
• AllrideminorStrategic or Co-development PartnerMobility-as-a-Service (MaaS) partner providing integrated mobility solutions. Part of AMAG's ecosystem approach to comprehensive mobility services.
• EuropcarminorChannel Partner/ Reseller/ DistributorCar rental and car sharing partner offering vehicle rental services and on-demand car sharing through AMAG channels.
• Europcar (Parking)minorChannel Partner/ Reseller/ DistributorMobility partner at AMAG parking facilities, offering car and ride sharing services at the Rathaus car park in Bern (PubliBike station).
• Zurich InsurancecoreStrategic or Co-development PartnerInsurance partner providing comprehensive vehicle insurance coverage included in car subscription. Zurich Versicherungs-Gesellschaft AG provides motor liability, collision, comprehensive, and glass coverage.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• CarMax, Inc. US-based used vehicle retailer with omnichannel model and certified pre-owned positioning comparable to AMAG First. AMAG's largest used-car revenue line benefits from similar used-car market dynamics CarMax operates in, though CarMax is pure used-only and US-focused.

Broad incumbents

• Pendragon plc: UK-based multi-brand automotive retailer operating franchised dealerships, used car operations (CarShop), and digital platforms. Comparable multi-brand retail-plus-services business model, though UK-focused and broader in some areas than AMAG's Swiss-only footprint.
• Inchcape plc: Global multi-brand automotive distributor and retailer with operations across Europe, Asia-Pacific, Africa, and the Americas. Broader geographic footprint than AMAG, but directly comparable business model of multi-brand retail, distribution, and after-sales services.
• Vertu Motors plc: UK multi-brand franchised car retailer with full-service dealership operations including sales, aftersales, parts, and fleet solutions. Operates a similar full-stack franchise retail model to AMAG across a different (UK) geography.

Regional players

• AVAG Holding SE: German/Austrian automotive retail group operating multi-brand dealerships and service centers primarily in southern Germany and Austria. Comparable multi-brand franchise retail model with strong VW Group exposure, but focused on DACH markets outside Switzerland.

Others

• Cox Automotive: Global automotive services group providing dealer software, financing, remarketing, and fleet solutions to dealers like AMAG. Not a competitor but an enabler/platform provider whose tools and trends (digital retail, EV remarketing) directly shape AMAG's operating environment.

Direct peers

• Hedin Mobility Group: European multi-brand automotive retail and distribution group operating dealerships, service, and mobility services across Sweden, Germany, Belgium, and the Netherlands. Closely comparable business model to AMAG: multi-brand retail plus after-sales, parts, financing, and emerging EV/mobility services.
• Bilia AB: Sweden-headquartered automotive retailer with a network of dealerships and service facilities across the Nordics. Operates a multi-brand franchise model with strong after-sales/service focus, making it a close functional analog to AMAG's dealership-plus-workshop model.
• Emil Frey Group: Switzerland's other major multi-brand automotive retailer and AMAG's principal domestic competitor. Distributes multiple OEM brands across Switzerland with a comparable network of dealerships, service centers, and used-car operations, operating in the same Swiss market with overlapping brand portfolios.
• Merbag Holding AG: Swiss automotive retail group distributing premium brands (Mercedes-Benz, others) across Switzerland. Direct competitor to AMAG in the Swiss market, focused on premium segment versus AMAG's broader VW Group-plus-Bentley portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/amag.automobile
• LinkedInlinkedin.com/showcase/71635012
• Instagraminstagram.com/amag.ch
• Xx.com/amag_media

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

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

M&A

Investments3 records

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

Frequently asked questions about AMAG