LARAG
LARAG AG is a privately held Swiss commercial vehicle dealership and full-service provider operating eight locations across Switzerland, selling and servicing Mercedes-Benz trucks, vans, electric vehicles, and its own LAREL brand for transport, logistics, municipal, and bus operators.
- Company typePrivate
- Founded1950
- HeadquartersWil, Switzerland
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What LARAG does
LARAG AG is a privately held Swiss commercial vehicle dealership and full-service provider headquartered in Wil SG, founded in 1950 (originally as Lastwagen Reparatur AG). The company operates eight owned locations across both German-speaking and French-speaking Switzerland, serving as an authorized Mercedes-Benz commercial vehicle dealer for Daimler Truck Schweiz AG. Its portfolio spans the full Mercedes-Benz truck range (Actros, Arocs, Antos, Atego, Econic, Unimog), vans (Vito, Sprinter, Citan and their electric variants), the proprietary LAREL truck brand, and zero-emission models including the eActros 600 electric flagship launched to Swiss customers in August 2025.
The company's core operations combine new and used vehicle sales with a broad after-sales ecosystem: authorized repair and maintenance, a Diesel Center, bodywork and accident repair (including a BeeLine chassis straightening system), genuine Mercedes-Benz parts, tire service, a vehicle inspection center, machine engineering and laser marking, and driver training. Value-added services include Mercedes-Benz Uptime (connected fleet management) and Mercedes me (digital vehicle platform), both OEM-provided, plus CharterWay rental partnerships for flexible short- and long-term vehicle access.
LARAG employs 530 staff including 120 apprentices, and generates revenue across transactional streams (vehicle and parts sales), recurring streams (CharterWay rentals, property rentals, fleet service contracts), and professional services (workshop labor, machine engineering). Customer segments span transport and logistics operators, commercial van fleets, municipalities and public services, and bus/coach operators. Distribution is exclusively direct through the owned dealership network; pricing is quote-based and not publicly disclosed. Leadership is concentrated under CEO and Board Chairman Bruno Jäger, with no external investors or parent company identified.
LARAG firmographics
Firmographics- Name
- LARAG
- Legal name
- LARAG AG
- Website
- https://larag.com
- Company type
- Private
- Founded year
- 1950
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- LARAG AG is a privately held Swiss commercial vehicle dealership and full-service provider operating eight locations across Switzerland, selling and servicing Mercedes-Benz trucks, vans, electric vehicles, and its own LAREL brand for transport, logistics, municipal, and bus operators.
- Ownership category
- akta.pro rank
LARAG industry classification
Industry- Product category
- Commercial Vehicle Dealership and Services
- NAICS
- Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Automotive Equipment Rental and Leasing (5321), Construction, Transportation, Mining, and Forestry Machinery and Equipment Rental and Leasing (53241)
- SIC
- Services-Automotive Repair, Services & Parking (7500), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Motor Vehicle Supplies & New Parts (5013), Services-Auto Rental & Leasing (No Drivers) (7510)
- akta.pro primary industry
- Commercial/Fleet Tire Sales & Service (Truck/Bus/OTR) (TLAKADAB)
- akta.pro secondary industries
- Trailer/Container Modifications & Conversions (Liftgates, Linings, Vents, Custom Builds) (TLAKACAM), Roadside Assistance & Towing Memberships (Bundled with Service Contracts) (FSAJALAL), Wheel Services (Mount/Balance, Alignment, Rotation) (TLAKADAF)
Keywords
Where LARAG is headquartered
LocationHeadquarters
- HQ city
- Wil
- HQ country
- Switzerland
- HQ region
- Europe
Offices8 records
Markets served
LARAG business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Vehicle Sales (Trucks, Vans, Commercial Vehicles): Sale of new and used commercial vehicles including Mercedes-Benz trucks (Actros, Arocs, Antos, Atego, Econic, Unimog), vans (Vito, Sprinter, Citan), zero emission vehicles (eActros 600, eVito, eSprinter), and LAREL brand. Also sale of occasion/lagerfahrzeuge (used/stock vehicles).
- Vehicle Service and Repair: Comprehensive repair and maintenance services for trucks, vans, buses, cars. Includes oil changes, mechanical repairs, electronics, diesel systems, cooling units, bodywork, painting, and accident repairs. Services include Truck & Van workshop, Bus & Car workshop, cooling units, body assembly, electrical/electronics, LPG controls, drive shafts, tank controls, tire service.
- Parts and Accessories: Sale of Mercedes-Benz original parts and accessories including Marco Polo accessories catalog. Also sale of parts produced in-house through maschinenbau (mechanical engineering) department including laser marking.
- Vehicle Rental (CharterWay): Rental of demo/rental trailers and long-term vehicle rental through CharterWay partnership. Provides flexibility for customers who need temporary vehicles.
- Machine Engineering Services: Production and transformation of parts, laser marking services for industrial applications. Specialized component manufacturing.
- Property Rental: Rental of commercial spaces in their facilities to third parties. Also maintains company apartment in Lenzerheide for employee use.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Vehicle purchases - quotes provided upon request |
| Other | Pay-as-you-go | Repairs and services - based on work performed |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
LARAG product offering
Product offeringCore offering
LARAG is an authorized Mercedes-Benz commercial vehicle dealer in Switzerland operating across 8 locations, selling new and used trucks (Actros, Arocs, Antos, Atego, Econic, Unimog), vans (Fuso Canter, Citan, Vito, Sprinter), the proprietary LAREL truck brand, and zero-emission vehicles (eActros 600, eVito, eSprinter). The company also provides comprehensive repair and maintenance, accident and bodywork repair, diesel service, machine engineering (Maschinenbau), genuine parts, vehicle inspection, tire service, driver training, and rental services through CharterWay.
Product overview
LARAG operates as a comprehensive commercial vehicle dealership and service provider in Switzerland, offering a unified platform of vehicle sales and post-sale services. The core offering consists of Mercedes-Benz trucks (Actros, Arocs, Antos, Atego, Econic, Unimog), vans (Fuso Canter, Citan, Vito, Sprinter and their electric variants), the proprietary LAREL truck brand, and zero-emission vehicles. These are complemented by extensive service offerings including repair and maintenance, bodywork and accident repair, a Diesel Center, and machine engineering. Value-added services include Mercedes-Benz Uptime (connected fleet management), Mercedes me (vehicle connectivity), CharterWay rental services, and MARCO POLO accessories. The ecosystem is tied together through genuine Mercedes-Benz parts and accessories, plus optimization services like driver training.
Differentiator
Problem solved
Functional benefit
Brands
- LAREL: Truck brand offered by LARAG
- Mini-LARAG
Products and services
- Mercedes-Benz Trucks Full range of Mercedes-Benz commercial trucks including Actros, Arocs, Antos, Atego, Econic, and Unimog for freight and specialty commercial transport applications. Sold to transport and logistics companies, fleet operators, and specialty vehicle users.
- Mercedes-Benz Zero Emission Trucks Electric commercial vehicles including the eActros 600 (long-haul electric truck), eVito, and eSprinter vans, offering CO2-neutral transport solutions for fleet operators transitioning to zero-emission fleets.
- LAREL Trucks Private label truck brand offered by LARAG as part of its commercial vehicle portfolio alongside Mercedes-Benz models.
- Mercedes-Benz Vans Range of light commercial vans including Fuso Canter, Citan, Vito, Sprinter, and their electric variants (eVito, eSprinter) for deliveries, trades, and mobile service applications.
- Used and Stock Vehicles Pre-owned and in-stock (Occasionen/Lagerfahrzeuge) commercial vehicles available for immediate purchase.
- CharterWay Vehicle Rental Short and long-term rental of commercial vehicles through the Mercedes-Benz CharterWay partnership, providing fleet flexibility for customers with temporary or transitional vehicle needs.
- Demo and Trailer Rental Demo and rental trailers (Demo-/Mietauflieger) available for customer testing or short-term use.
- Commercial Vehicle Repair and Service Comprehensive repair and maintenance for trucks, vans, buses, and cars, covering oil changes, mechanical repairs, electronics, diesel systems, cooling units, bodywork, painting, and 24/7 roadside assistance across all LARAG workshops.
- Diesel Center Service
Companies that use LARAG
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
LARAG technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
LARAG partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Daimler Truck Schweiz AGcoreLARAG is an authorized dealer and distribution partner for Daimler Truck Schweiz AG, selling Mercedes-Benz commercial vehicles including trucks (Actros, Arocs, Antos, Atego, Econic, Unimog), vans (Vito, Sprinter, Citan), and electric vehicles (eActros 600, eVito, eSprinter). LARAG participates in Daimler Truck's national launch events and customer deliveries.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
LARAG competitors and assessment
Company assessmentBroad incumbents
- Daimler Truck Schweiz AG: LARAG's principal/brand partner and the Swiss arm of Daimler Truck — the manufacturer of the Mercedes-Benz commercial vehicle line LARAG sells and services. Industry incumbent relationship rather than direct competitor, but represents the upstream supplier LARAG depends on.
Direct peers
- IVECO (Switzerland): Direct competitor distributing IVECO commercial vehicles (Daily, Eurocargo, S-Way, T-Way) in Switzerland through authorized dealer and service network. Comparable business model as multi-brand commercial vehicle dealer/service provider.
- Renault Trucks Schweiz: Direct competitor selling Renault Trucks (T, C, K series) and providing service across Switzerland. Targets overlapping transport and distribution fleet customers with comparable full-lifecycle commercial vehicle offerings.
- MAN Truck & Bus Schweiz AG: Direct competitor offering MAN commercial trucks, vans, and after-sales service through a Swiss dealer network. Targets identical transport, logistics, and municipal fleet segments as LARAG.
- Volvo Trucks Switzerland: Direct competitor distributing Volvo heavy-duty trucks and providing authorized service in Switzerland. Competes head-to-head with LARAG's Mercedes-Benz lineup for the same transport and logistics fleet customers.
- DAF Trucks (Switzerland dealer network): Direct competitor distributing DAF heavy-duty and distribution trucks in Switzerland through authorized dealers. Competes with LARAG for fleet sales, service contracts, and parts business.
- Scania Schweiz AG: Direct competitor selling Scania commercial trucks and providing service across Switzerland. Comparable as a competing commercial vehicle brand dealer/service network targeting the same fleet customers with similar product categories (heavy-duty trucks, buses, services).
Others
- AutoScout24 Schweiz (commercial vehicles): Swiss online vehicle marketplace listing both new/used commercial vehicles and trucks. Functions as a digital channel that complements (rather than competes with) dealer networks like LARAG's, but represents the shifting buyer journey in commercial vehicle procurement.
Emerging players
- Eurobus AG: Swiss bus and coach operator that also operates related commercial vehicle services. Adjacent to LARAG's bus and coach workshop offering, with some overlap in service capabilities for commercial passenger transport vehicles.
Regional players
- Haldimann Nutzfahrzeuge AG: Swiss commercial vehicle specialist with comparable truck sales, service, and repair offering but operating in a more limited regional footprint. Comparable as a multi-service commercial vehicle dealer in Switzerland.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
LARAG social profiles
Digital presenceLARAG financial estimates
Financial estimateRevenue estimate
Valuation estimate
LARAG leadership team
Management profileNumber of profiles
Profiles1 record
LARAG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LARAG M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LARAG
What does LARAG do?
LARAG is an authorized Mercedes-Benz commercial vehicle dealer in Switzerland operating across 8 locations, selling new and used trucks (Actros, Arocs, Antos, Atego, Econic, Unimog), vans (Fuso Canter, Citan, Vito, Sprinter), the proprietary LAREL truck brand, and zero-emission vehicles (eActros 600, eVito, eSprinter). The company also provides comprehensive repair and maintenance, accident and bodywork repair, diesel service, machine engineering (Maschinenbau), genuine parts, vehicle inspection, tire service, driver training, and rental services through CharterWay.
Is LARAG a public or private company?
LARAG is a private company. It is classified as management employee owned and is currently operating.
When was LARAG founded?
LARAG was founded in 1950. It employs 501 to 1,000 people.
Where is LARAG based?
LARAG is headquartered in Wil, Switzerland, in the Europe region.
How does LARAG make money?
Six revenue lines are on record. Vehicle Sales (Trucks, Vans, Commercial Vehicles) is the primary driver. The others are vehicle Service and Repair, parts and Accessories, vehicle Rental (CharterWay), machine Engineering Services and property Rental.
Who are LARAG's main competitors?
Daimler Truck Schweiz AG is listed as a broad incumbent. Direct peers are IVECO (Switzerland), Renault Trucks Schweiz, MAN Truck & Bus Schweiz AG, Volvo Trucks Switzerland, DAF Trucks (Switzerland dealer network) and Scania Schweiz AG. AutoScout24 Schweiz (commercial vehicles) is listed as an others. Eurobus AG is listed as an emerging player. Haldimann Nutzfahrzeuge AG is listed as a regional player.
Does LARAG have an API?
No public API is recorded for LARAG.
What industry is LARAG in?
LARAG's product category is Commercial Vehicle Dealership and Services. Its primary akta.pro industry code is TLAKADAB, Commercial/Fleet Tire Sales & Service (Truck/Bus/OTR), with a secondary code of TLAKACAM, Trailer/Container Modifications & Conversions (Liftgates, Linings, Vents, Custom Builds). Its NAICS code is 42312 and its SIC code is 7500.