Kenny's
Kenny's Auto-Center AG is a Swiss Mercedes-Benz and smart dealer operating three locations in northern Switzerland, selling new and certified pre-owned vehicles, servicing, bodywork, parts, and leasing to consumers and fleet customers in the Zurich and Aargau regions.
- Company typePrivate
- Founded1976
- HeadquartersWettingen, Switzerland
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Kenny's does
Kenny's Auto-Center AG is a privately held Swiss automotive retail company founded in 1976, operating as an authorized Mercedes-Benz and smart dealer from three locations in northern Switzerland: a headquarters site in Wettingen, a flagship showroom in Dietlikon housing an AMG Performance Center, a dedicated smart showroom, and an on-site café/barista service, plus a commercial-van competence center (Van Kompetenzzentrum) in Dällikon. The company employs between 51 and 100 people and serves consumer and small-fleet customers primarily in the Zurich and Aargau regions.
The product portfolio spans the full Mercedes-Benz retail lifecycle: new vehicles across the Mercedes-Benz passenger range including internal-combustion, EQ electric variants of the C-Klasse, GLC, GLB, and CLA, AMG performance vehicles, smart electric vehicles, and certified pre-owned vehicles inspected via the Mercedes-Benz 110-point quality check across all brands. Service revenue comes from workshop repair, bodywork and painting, parts and accessories (including the Mercedes-Benz Collection), car wash, and leasing and financing arranged through Mercedes-Benz Financial Services. Pricing on new vehicles spans from approximately CHF 54,800 (GLA) to CHF 157,700 (G-Class), with central EQ and SUV lines clustered around CHF 70,000–90,000.
The underlying technology consists primarily of Mercedes-Benz's vehicle platforms (MBUX infotainment, 800V architecture on newer EQ models) rather than Kenny's proprietary systems, supplemented by standard dealer digital tooling — Google Analytics, Mailchimp, ManyChat (WhatsApp), and Meta/LinkedIn advertising. The business model is direct retail through physical showrooms supported by an online configurator, test-drive booking, and WhatsApp customer communication, with financing and leasing channeled exclusively through OEM-offered Mercedes-Benz Financial Services. Customer segments are predominantly individual consumers in the Zurich/Aargau catchment, with a secondary business/fleet segment under the new Key Account Management program.
Kenny's firmographics
Firmographics- Name
- Kenny's
- Legal name
- Kenny's Auto-Center AG
- Website
- https://kennys.ch
- Company type
- Private
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Kenny's Auto-Center AG is a Swiss Mercedes-Benz and smart dealer operating three locations in northern Switzerland, selling new and certified pre-owned vehicles, servicing, bodywork, parts, and leasing to consumers and fleet customers in the Zurich and Aargau regions.
- Ownership category
- akta.pro rank
Where Kenny's is headquartered
LocationHeadquarters
- HQ city
- Wettingen
- HQ country
- Switzerland
- HQ region
- Europe
Offices3 records
Markets served
Kenny's business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- New Vehicle Sales: Sales of new Mercedes-Benz and smart vehicles including electric EQ models, AMG performance vehicles, and conventional combustion engine vehicles
- Used Vehicle Sales (Occasionen): Sales of certified pre-owned vehicles of all brands, inspected using Mercedes-Benz 110-point quality check
- Service & Repair: Maintenance, repair, and warranty services for Mercedes-Benz and smart vehicles including bodywork and painting
- Leasing & Financing: Vehicle leasing and financing solutions through Mercedes-Benz Financial Services partnerships
- Parts & Accessories: Original Mercedes-Benz parts and accessories sales
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Monthly | Mercedes-Benz C-Klasse Limousine mit EQ-Technologie |
| One time/ perpetual license | Monthly | Mercedes-Benz GLC SUV mit EQ-Technologie |
| One time/ perpetual license | Monthly | Mercedes-Benz CLA Limousine mit EQ-Technologie |
| One time/ perpetual license | Monthly | Mercedes-Benz GLB mit EQ-Technologie |
| One time/ perpetual license | Monthly | Mercedes-Benz GLE SUV |
| One time/ perpetual license | Monthly | Mercedes-Benz EQE SUV |
| One time/ perpetual license | Monthly | Mercedes-Benz G-Klasse |
| One time/ perpetual license | Monthly | Mercedes-Benz GLA SUV |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Kenny's product offering
Product offeringCore offering
Kenny's Auto-Center AG is an authorized Mercedes-Benz and smart retail partner operating three locations in Switzerland (Wettingen, Dietlikon and Dällikon). It sells new Mercedes-Benz passenger cars, new smart vehicles and certified pre-owned vehicles, and operates a Mercedes-Benz Vans Kompetenzzentrum for commercial buyers. The aftersales offering covers scheduled maintenance, mechanical and accident repair, bodywork and paint (Karosserie & Lackiererei), warranty extension, wheels/tires/accessories, an in-house car wash (Kenny's Waschstrasse), and leasing/financing arranged through Mercedes-Benz Financial Services.
Product overview
Kenny's Auto-Center AG is an authorized Mercedes-Benz and smart dealer operating three locations in the Zurich and Aargau regions of Switzerland. The product portfolio centers on new vehicle sales of Mercedes-Benz (including Mercedes-AMG performance and Mercedes-Maybach luxury models) and smart electric vehicles, complemented by comprehensive automotive services including maintenance and repair, extended warranties, body and paint services, car wash facilities, and vehicle leasing. The company also sells certified pre-owned vehicles across all brands. The vehicle lineup spans multiple segments including sedans (A-Klasse, C-Klasse, E-Klasse), SUVs (GLA, GLB, GLC, GLE, GLS), coupés (CLE, GLC Coupé, GLE Coupé), estates (CLA Shooting Brake, C-Klasse Kombi, E-Klasse Kombi), and electric models (EQC, EQA, EQE, EQS, and EQ-Technology variants). Services support the vehicle lifecycle from sales through ownership.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 110-point quality check inspection for all certified pre-owned vehicles ensures quality assurance
- +2 more outcomes
Companies that use Kenny's
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Kenny's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Kenny's partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Mercedes-BenzcoreOfficial authorized partner for Mercedes-Benz vehicle sales, service, and support in the Zurich/Aargau region. Provides access to full Mercedes-Benz model lineup including EQ electric vehicles, AMG performance vehicles, and commercial vans.
- smartcoreOfficial partner for smart vehicle sales featuring dedicated smart showroom at Dietlikon location. Offers the complete smart lineup including #1, #3, and #5 models.
- Mercedes-Benz Financial ServicescoreFinancial services partner providing leasing and financing solutions for vehicle purchases at Kenny`s locations.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Kenny's competitors and assessment
Company assessmentBroad incumbents
- Mercedes-Benz AG: The OEM whose franchise rights Kenny's operates under. Not a competitor, but the upstream counterparty whose product strategy, agency-model decisions, and EV roadmap materially determine Kenny's economics.
- Hedin Mobility Group: Large European automotive dealer group with Mercedes-Benz and other premium franchises across multiple countries. Comparable as a multi-brand, multi-country Mercedes-Benz dealer group with similar full-service operations, though operating at significantly larger scale and broader geography.
- Penske Automotive Group: Global premium and luxury automotive retailer with a heavy concentration of luxury and import brands, including Mercedes-Benz in select markets. Comparable business model — franchised premium-brand dealer with strong aftersales — but operating at much larger scale and across multiple geographies.
- Inchcape plc: Global automotive distributor and retailer focused on premium and luxury brands across multiple emerging and developed markets. Comparable as a multi-market premium-brand automotive retailer, though operating at much larger scale and focused more on distribution than direct retail.
- Lithia & Driveway: Large US-based automotive retailer with a growing international footprint, franchising multiple brands and operating digital retail channels. Comparable as a multi-brand full-service dealer group, though predominantly US-focused and at substantially larger scale than Kenny's.
- AutoNation, Inc. Largest US automotive retailer, operating new- and used-vehicle dealerships plus parts and service across multiple brands. Comparable in business model (franchised dealer with full lifecycle services) but operates in a different geography and at materially larger scale.
Direct peers
- Emil Frey AG: Switzerland's largest automotive dealer group, operating multiple Mercedes-Benz and other premium-brand dealerships across the country. Directly comparable as a multi-brand Swiss dealer group with overlapping premium franchise exposure and a similar full-service (sales, service, parts) operating model.
- Porsche Schweiz AG: National sales organization and dealer network for Porsche in Switzerland, operating Porsche Centers in the Zurich/Aargau region. Directly comparable as a competing premium-brand dealer serving the same affluent catchment with a similar boutique-style retail and aftersales model.
- AMAG Group AG: Major Swiss automotive retail and import group, distributing and retailing premium brands including Volkswagen Group marques (Audi, Porsche, VW). Comparable as a Swiss premium-brand dealer group with nationwide footprint, full-service offerings, and a similar revenue mix of new vehicles, used vehicles, and aftersales.
- BMW (Schweiz) AG: Swiss importer and dealer network for BMW and MINI, operating premium-brand retail and service locations across Switzerland. Comparable as a competing premium-brand dealer in the same Zurich/Aargau catchment, competing for the same affluent retail and fleet customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Kenny's social profiles
Digital presenceKenny's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kenny's leadership team
Management profileNumber of profiles
Profiles6 records
Kenny's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kenny's 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 Kenny's
What does Kenny's do?
Kenny's Auto-Center AG is an authorized Mercedes-Benz and smart retail partner operating three locations in Switzerland (Wettingen, Dietlikon and Dällikon). It sells new Mercedes-Benz passenger cars, new smart vehicles and certified pre-owned vehicles, and operates a Mercedes-Benz Vans Kompetenzzentrum for commercial buyers. The aftersales offering covers scheduled maintenance, mechanical and accident repair, bodywork and paint (Karosserie & Lackiererei), warranty extension, wheels/tires/accessories, an in-house car wash (Kenny's Waschstrasse), and leasing/financing arranged through Mercedes-Benz Financial Services.
Is Kenny's a public or private company?
Kenny's is a private company. It is classified as unknown and is currently operating.
When was Kenny's founded?
Kenny's was founded in 1976. It employs 51 to 100 people.
Where is Kenny's based?
Kenny's is headquartered in Wettingen, Switzerland, in the Europe region.
How does Kenny's make money?
Five revenue lines are on record. New Vehicle Sales are the primary driver. The others are used Vehicle Sales (Occasionen), service & Repair, leasing & Financing and parts & Accessories.
Who are Kenny's's main competitors?
Broad incumbents on record are Mercedes-Benz AG, Hedin Mobility Group, Penske Automotive Group, Inchcape plc, Lithia & Driveway and AutoNation, Inc.. Direct peers are Emil Frey AG, Porsche Schweiz AG, AMAG Group AG and BMW (Schweiz) AG.
Does Kenny's have an API?
No public API is recorded for Kenny's.