Driving Center

What Driving Center does

Driving Center Safenwil, the operating brand of Driving Center Schweiz AG (a company within the Emil Frey Gruppe), is a Swiss driver training and road safety firm with operating roots going back to the late 1970s/early 1980s and consolidated under its current structure in January 2016. Its physical training platform spans eight Swiss sites plus one French track: a 10,019 m² headquarters area at Safenwil on the Emil Frey Industry Nord site, a seasonal Ulrichen airfield location, a motorcycle piste at Härkingen (FIBAG AG), three Engadin/Bernese Oberland winter sites (Zernez, Gstaad Saanenland at 60,000+ m², and the new 35,000 m² Zuoz facility opened in 2024), an off-road motocross-style site at Ederswiler in the Jura, and the 3 km Anneau du Rhin circuit in Alsace. The business is capital-intensive in fixed infrastructure — specialised equipment includes the Roll-Car rollover escape trainer, the Contra-Car reverse-steering vehicle, the Lightob obstacle, and stainless-steel and basalt low-traction surfaces — and operates with a small core team of approximately three permanent staff plus roughly fifteen instructors/moderators, three of whom are direct employees, supported by a three-person back office.

Name

Driving Center

Legal name

Driving Center Schweiz AG

Website

https://drivingcenter.ch

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Driving Center Safenwil, operating under Driving Center Schweiz AG within the Emil Frey Gruppe, is a Swiss road safety training operator running nine sites with WAB novice, car, motorcycle, CZV commercial, eco-drive, winter, off-road, and sport driving courses.

Ownership category

akta.pro rank

Product category

Driver Safety Training

NAICS

Automobile Driving Schools (611692)

akta.pro primary industry

Motorsport Driver Training Schools & Racing Academies (MPAKAJAJ)

akta.pro secondary industry

Driver Staffing, Training & Compliance (CDL, Background Checks) (EDAEADAE)

Keywords

• Driving safety training
• WAB novice courses
• Motorcycle training courses
• Eco-drive corporate training
• Winter driving courses

Headquarters

HQ city

Safenwil

HQ country

Switzerland

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Driving Safety Training Courses: The company generates revenue through fee-based driving safety training courses for individuals and groups. Course types include mandatory WAB-Kurse (novice driver courses), auto driving safety training, motorcycle training, eco-drive, winter driving, off-road, and sport driving. Prices range from CHF 250 to CHF 570 per course. Some courses receive FVS (Fonds für Verkehrssicherheit) subsidies of CHF 50-100 per participant, which are deducted directly from course fees.
2. Corporate and Group Training: Customized corporate training programs for fleet managers and companies, including driving safety, eco-drive, and winter training. Billed at group/firm rates (upon inquiry). Revenue is generated through tailored programs aligned to specific company vehicle fleets.
3. Event Rentals and Equipment: Rental of specialized equipment (Roll-Car, Contra-Car) and instructors/presenters for external events. Includes speaker/presentation rentals for corporate events covering topics around mobility, driving safety, or technology.
4. Gift Vouchers: Sale of gift vouchers (Gutscheine) for driving courses, available in customizable denominations.
5. Professional Continuing Education for Driving Instructors: SARI-recognized continuing education courses for driving instructors and moderators, including alternative propulsion, driving safety, and off-road training. Fees are charged per course.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Driving Center is a Swiss driver safety training center that delivers statutory WAB novice-driver courses along with advanced car and motorcycle safety training, winter driving, eco-drive (individual and corporate), off-road, trailer, sport, classic and D1 commercial-vehicle courses, plus continuing education for driving instructors. It also rents vehicles and facilities for events and offers custom corporate programs. Courses are delivered at multiple locations in Safenwil, Ulrichen and Werthenstein using skid platforms, simulators and dedicated off-road and winter tracks.

Product overview

Driving Center is a driving school and training center offering a comprehensive portfolio of driving safety and skill development courses. The core offering consists of mandatory WAB4u skid courses for novice drivers, diverse car driving safety trainings (full-day and half-day formats), motorcycle training programs (piste, curve, and tour formats), and professional driver courses (D1/CZV certified). Supporting services include Eco-Drive coaching for both conventional and alternative propulsion vehicles, winter driving training at multiple Swiss locations, off-road courses, and sport driving at the Anneau du Rhin circuit. The company also provides rental equipment (Roll-Car rollover simulator, Contra-Car reverse-steering vehicle), custom events, and continuing education for driving instructors. Most courses are FVS (Road Safety Fund) subsidized, and instructors hold QAED (Quality Alliance Eco-Drive) and CZV certifications. Training locations span multiple sites including Safenwil (main center), Ulrichen, Härkingen, Zernez, Gstaad, Zuoz, Ederswiler, and Anneau du Rhin (France).

Differentiator

Problem solved

Functional benefit

Products and services

• WAB4u Safenwil (Mandatory WAB course) Two-phase WAB (Weiterbildung) training for Swiss novice drivers required to convert a learner permit to a full license, delivered at the Safenwil location.
• WAB4u Ulrichen (Mandatory WAB course) Two-phase WAB novice-driver training delivered at the Ulrichen location for Swiss learner drivers.
• Car Safety Training Multi-level car safety training programs (Levels 1, 2, 3 and additional levels) for licensed drivers seeking advanced vehicle handling and emergency-handling skills.
• Motorcycle Training Motorcycle safety and handling courses for licensed riders, covering road and advanced handling skills.
• Winter Driving Course Winter driving course teaching drivers how to handle icy and snow-covered road conditions on a purpose-built winter track.
• Eco-Drive Individual Eco-driving course for individual consumers that trains fuel-efficient and environmentally friendly driving techniques.
• Eco-Drive Corporate Packaged eco-drive training for companies seeking to reduce fuel use, emissions and accident exposure among their fleet drivers and employees.
• Off-Road Training Off-road driving course teaching drivers how to handle vehicles on loose surfaces, slopes and uneven terrain at a dedicated off-road facility.
• Trailer Training Course focused on safe handling of vehicles with trailers, including maneuvering and reversing.
• Sport Training Sport-oriented driving course for enthusiasts seeking to develop performance and track-style driving skills.
• Classic Car Training Driving course designed for owners of classic and vintage cars, teaching handling characteristics specific to older vehicles.
• D1 Training Training course for drivers acquiring or extending the D1 license category for commercial passenger transport.
• Continuing Education for Driving Instructors Continuing education program designed to help licensed Swiss driving instructors maintain their qualifications and stay current with regulations.
• Vehicle and Facility Rental (Roll-Car, Contra-Car) Rental of the center's vehicles and facilities, including Roll-Car and Contra-Car options, for events or independent driver use.
• Event Services Hosting of corporate and private events at Driving Center locations, leveraging the fleet, tracks and conference facilities.
• Custom Programs Bespoke training programs built to client specifications, combining elements of the standard course catalog for a defined audience.

Quantifiable outcome

• FVS subsidies of CHF 50-100 per participant are available for qualifying courses, reducing effective participant costs and making training more accessible.
• +2 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles8 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core, minor and moderate.

• Emil Frey GruppecoreOthersThe Driving Center Schweiz AG is a company of the Emil Frey Gruppe, one of Switzerland's largest automotive groups. The Safenwil training center is located on the Industry Nord site of Emil Frey AG (Auto Center Safenwil). This parent relationship provides financial backing, brand credibility, and operational synergies including shared facilities.
• ACS Switzerland (Automobile Club der Schweiz)coreChannel Partner/ Reseller/ DistributorACS Switzerland offers Off-Road driving courses at the Ederswiler JU facility, which are conducted and delivered by Driving Center Safenwil's off-road professionals. ACS handles marketing and distribution to its member base while Driving Center provides the instructional expertise.
• Anneau du Rhin (Track Operator)coreStrategic or Co-development PartnerThe Anneau du Rhin racetrack in Alsace, France (3 km circuit) is a key partner location for auto and motorcycle sport driving training. The facility provides exclusive track access for Driving Center's training programs and events.
• FIBAG AG (Härkingen)minorStrategic or Co-development PartnerFIBAG AG in Härkingen provides the facility and premises for Driving Center's motorcycle training courses. Driving Center conducts piste training, corner training, and combined motorcycle courses at this location.
• Hotel Baer & Post (Zernez)minorStrategic or Co-development PartnerHotel Baer & Post in Zernez provides morning theory sessions for winter driving training participants and serves as an accommodation option for attendees. The hotel is adjacent to the training area.
• Hotel Huus (Gstaad)minorStrategic or Co-development PartnerHotel Huus in Gstaad is a recommended accommodation partner for winter driving training participants, facilitated through the company's event partner Emil Frey Classics AG.
• Emil Frey Classics AGmoderateStrategic or Co-development PartnerEmil Frey Classics AG serves as the event partner for exclusive corporate events and classic car training. The company offers elegant event spaces in the Clubroom at the Classic Center Schweiz in Safenwil for after-event gatherings. Also facilitates hotel bookings at Hotel Huus in Gstaad.
• Quality Alliance Eco-Drive (QAED)coreTechnology or IntegrationQAED certifies the company's eco-drive instructors and courses. Courses carrying the QAED label are officially recognized as quality eco-drive training, and participants may receive subsidies from Energie Schweiz.
• Fonds für Verkehrssicherheit (FVS)coreOthersThe Swiss Road Safety Fund (FVS) provides subsidies of CHF 50-100 per participant for qualifying courses. The company is FVS-certified (FVS-Anbieterzertifizierung) enabling it to offer subsidized courses where the subsidy is directly deducted from participant fees.
• SARI (Swiss Association of Road Experts)moderateTechnology or IntegrationSARI provides recognition for driving instructor and moderator continuing education courses. The company's Fahrlehrerweiterbildung courses are SARI-recognized, meaning they count toward mandatory instructor training hours.
• Energie SchweizminorOthersEnergie Schweiz provides subsidies for eco-drive courses certified by QAED. Participants in qualifying eco-drive courses receive refunds through Energie Schweiz.

Scale indicators8 records

Recent moves9 records

Expansion highlights5 records

Others

• Porsche Experience Center: OEM-branded premium driving experience centers offering track and handling courses. Comparable as a high-end sport-driving training operator, but anchored to a single automotive brand.
• BMW Driving Experience: OEM-backed sport and safety driving program offering track-based training internationally. Comparable as a premium sport-driving training provider, though positioned as a brand experience rather than a multi-OEM school.

Regional players

• ANWB: Dutch mobility and roadside-assistance organization with affiliated driving schools and traffic-safety programs. Comparable as a European auto club expanding into driver education services.
• ADAC Fahrsicherheitszentrum: Germany's leading automobile club with an extensive network of dedicated driving safety centers across Germany. Closest international equivalent in terms of scale, format, and breadth of car/motorcycle safety training.
• RACC: Spanish automobile club offering driving schools and road-safety education to a large member base. Comparable as a Southern European club operating a vertically integrated driver-training business.
• ÖAMTC Fahrtechnik: Austrian automobile club's driving technique subsidiary, operating multiple training centers offering car, motorcycle, and commercial driver safety courses. Comparable as a DACH-region competitor with similar course taxonomy.

Broad incumbents

• TCS (Touring Club Schweiz): Switzerland's largest automobile club, offering its own driving safety, eco-drive, and mobility training programs through dedicated centers. Comparable as a broad, established player covering overlapping road-safety and driver-training content.
• ACS Switzerland (Automobile Club der Schweiz): Swiss automobile club that distributes Off-Road courses conducted by Driving Center's instructors. Comparable as a large auto-mobility club with overlapping member-facing driving services, though it relies on partners for direct delivery.

Emerging players

• TÜV | DEKRA Driving Safety Services: International testing, inspection, and certification organizations expanding into driver-training and fleet safety services. Comparable as adjacent mobility-safety players moving into the corporate training segment Driving Center serves.

Direct peers

• Speed Factory: Swiss motorsport event and training operator that delivers motorcycle track-day training at Anneau du Rhin — directly co-marketed alongside Driving Center's own motorcycle courses. Closely comparable in sport-driving format and Swiss customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/drivingcenterschweiz
• Facebookfacebook.com/drivingcentersafenwil
• LinkedInlinkedin.com/company/drivingcentersafenwil
• Instagraminstagram.com/drivingcentersafenwil

Compliance5 records

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 Driving Center