Hoffman Automobile

What Hoffman Automobile does

Hoffmann Automobile AG is a family-owned multi-brand automotive dealership and service group headquartered in Aesch, in the Basel region of Switzerland. Founded in 2007 by brothers Christian and Michael Hoffmann and formally merged in 2010, the company operates five locations across the Basel region (Aesch, Allschwil, Basel, Dornach, Zwingen) and employs over 190 staff, including approximately 25 apprentices. It is an authorized dealer for the Volkswagen Group brands — Volkswagen, Audi, Škoda, and VW Nutzfahrzeuge — and also distributes the BAW Pony micro electric vehicle, providing new and used vehicle sales alongside manufacturer-certified maintenance, repairs, bodywork and paint, tire services, fleet management, ABT performance tuning, and replacement vehicle rentals.

The company's revenue model combines one-time vehicle sales (new, demonstrator, used) with recurring and transactional after-sales streams including maintenance, bodywork, tire changes, ABT tuning, and rental vehicles, plus subscription-style corporate fleet management. Distribution is direct through owned dealership showrooms, supplemented by an online presence on AutoScout24 and a digital appointment-booking and damage-reporting infrastructure. The business has pursued an aggressive regional roll-up, acquiring Sevogel Garage Basel (2012), Garage Müller AG and Gsell Autogarage AG (2021), and Carrosserie Remo Schmid AG (2022), and operates an integrated subsidiary ecosystem covering 24-hour roadside assistance (Autohilfe Nordwestschweiz), equipment (Simon Motorgeräte AG), and multiple insurance partnerships (AXA, Helvetia, smile.direct, Vaudoise).

Technology and differentiation are anchored in manufacturer certification, a 1,400+ m² flagship showroom at the Aesch headquarters, in-house bodywork and diagnostic capabilities, and recognized technical expertise — most notably a 2-time Škoda Challenge world championship in the Hochvolt Experte (high-voltage diagnostics) category. The company does not disclose AI/ML capabilities; its technology footprint is limited to standard OEM diagnostic equipment, online appointment booking, and an online damage-reporting portal. Strategic positioning centers on being a one-stop regional automotive partner for both retail consumers and corporate fleet customers in the Basel area.

Name

Hoffman Automobile

Legal name

hoffmann automobile ag

Website

https://hoffmann-automobile.ch

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

Hoffmann Automobile AG is a family-owned, multi-brand automotive dealership and service group operating five locations across the Basel region of Switzerland, selling and servicing Volkswagen, Audi, Škoda, VW Nutzfahrzeuge, and BAW vehicles for retail consumers and corporate fleet customers.

Ownership category

akta.pro rank

Product category

Automotive Retail and Services

NAICS

New Car Dealers (441110)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Tires, wheels & related supplies distribution (CRAOANAD)

Keywords

• Automotive dealership services
• Vehicle sales
• Vehicle maintenance
• Body repair services
• Fleet management

Headquarters

HQ city

Aesch

HQ country

Switzerland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales (New and Used): Sales of new vehicles (Neuwagen), demonstrator vehicles (Vorführautos), and used cars (Occasionen) for VW, Audi, Škoda, VW Nutzfahrzeuge brands and BAW micro electric vehicles
2. After-Sales Services: Vehicle maintenance, repairs, tire changes, climate service, and technical diagnostics performed in-house following manufacturer specifications
3. Body and Paint Work: Bodywork (Carrosserie), paint repairs, dent removal, and accident damage repairs including ABT tuning customization
4. Vehicle Rental: Rental vehicles provided to customers during service periods, including connectivity-enabled replacement cars
5. Fleet Management: Corporate fleet management services for business customers including special and emergency vehicles

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Hoffmann Automobile operates as a multi-brand authorized automotive dealership and service center in the Basel region of Switzerland, selling new vehicles from Volkswagen, Audi, Škoda, VW Nutzfahrzeuge, and BAW, alongside a broad selection of used cars. The company provides comprehensive after-sales services including maintenance, repairs, body and paint work, tire changes, vehicle rental, ABT performance tuning, and corporate fleet management through five regional locations.

Product overview

Hoffmann Automobile operates as a multi-brand automotive dealership and service center offering new vehicles from Volkswagen, Audi, Škoda, VW Nutzfahrzeuge, and BAW, along with a broad selection of used vehicles. The core offering combines vehicle sales with comprehensive after-sales services including maintenance, repairs, body and paint work, tire services, rental vehicles, and fleet management. The company serves both retail and corporate customers across five locations in the Basel region of Switzerland.

Differentiator

Problem solved

Functional benefit

Products and services

• Volkswagen Vehicles

Quantifiable outcome

• 2-time World Champion - Škoda Challenge International Final 'Hochvolt Experte' category

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Carrosserie Remo Schmid AGcoreStrategic or Co-development Partner · 1 January 2022Brand-independent body shop subsidiary located in Breitenbach/SO, acquired January 2022.
• Volkswagen (Official Dealer)coreChannel Partner/ Reseller/ DistributorOfficial authorized dealer for Volkswagen passenger vehicles in the Basel region, selling new vehicles, providing service, and offering manufacturer warranties.
• Audi (Official Dealer)coreChannel Partner/ Reseller/ DistributorOfficial authorized dealer for Audi vehicles in the Basel region with full sales, service, and warranty support.
• Škoda (Official Dealer)coreChannel Partner/ Reseller/ DistributorOfficial authorized dealer for Škoda vehicles in the Basel region including sales, service, and parts support.
• VW Nutzfahrzeuge (Official Dealer)coreChannel Partner/ Reseller/ DistributorOfficial authorized dealer for Volkswagen Commercial Vehicles (VW Nutzfahrzeuge) including Transporter, Caddy, and California models.
• Autohilfe NordwestschweizcoreStrategic or Co-development PartnerSubsidiary company providing 24-hour roadside assistance and accident services in the Northwestern Switzerland region.
• Simon Motorgeräte AGminorStrategic or Co-development PartnerSubsidiary specializing in garden, forestry, and construction equipment as well as municipal equipment.
• AXAminorStrategic or Co-development PartnerInsurance partner offering AXA auto insurance products to Hoffmann Automobile customers.
• Helvetia VersicherungminorStrategic or Co-development PartnerInsurance partner providing Helvetia auto insurance coverage options.
• smile.direct VersicherungenminorStrategic or Co-development PartnerDirect insurance partner offering competitive auto insurance without the jargon.
• Vaudoise VersicherungenminorStrategic or Co-development PartnerInsurance partner offering Vaudoise auto insurance for comprehensive vehicle protection.
• Auto Gewerbe Verband Schweiz AGVSminorOthersIndustry association membership for automotive trade professionals in Switzerland.
• Carrosserie SuisseminorOthersSwiss bodywork trade association membership for Carrosserie professionals.

Scale indicators3 records

Recent moves9 records

Expansion highlights6 records

Others

• ABT Sportsline: German performance-tuning specialist for Audi and VW vehicles. Partner of Hoffmann for ABT Tuning services, representing a comparable niche aftermarket performance offering.
• AutoScout24 Schweiz: Switzerland's leading online vehicle marketplace. Listed as a distribution channel used by Hoffmann for used-vehicle listings and represents the dominant digital listing platform in the Swiss auto market.

Broad incumbents

• AMAG Group: Switzerland's largest automotive retail group and the country's master VW Group importer/dealer. Operates a broad multi-brand network across the country; comparable business model to Hoffmann but at much larger national scale.
• Emil Frey Group: One of Europe's largest automotive retail groups, headquartered in Switzerland. Multi-brand dealer with full sales, service, and bodywork operations — directly comparable offering to Hoffmann, just at significantly greater scale.
• Hedin Mobility Group: European multi-brand automotive retail and distribution group with operations across several countries. Comparable as a large-scale multi-brand dealer and distributor; broader geographic reach than Hoffmann.

Regional players

• Garage Bruno Bersier SA: Swiss family-owned multi-brand automotive dealership and service center, also VW Group authorized dealer. Closest direct comparable in size, ownership model, and Swiss regional dealership positioning to Hoffmann.
• Garage Hediger AG: Swiss regional multi-brand automotive dealer and service provider with VW Group franchises. Comparable mid-sized authorized dealer competing in overlapping Swiss catchment areas.
• Auto Wiesenthal Group: Family-run multi-brand automotive dealership group headquartered in Germany with cross-border Swiss presence. Comparable mid-sized regional multi-brand retailer with similar sales/service/bodywork integration.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCSpBL3Nn8Pyi9s6glCGO58A
• Facebookfacebook.com/hoffmann.automobile.ag
• LinkedInlinkedin.com/company/hoffmann-automobile-ag
• Instagraminstagram.com/hoffmann_automobile_ag
• Xx.com/hoffmannautomob

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries3 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 Hoffman Automobile