Kenny's

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.

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

Headquarters

HQ city

Wettingen

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new Mercedes-Benz and smart vehicles including electric EQ models, AMG performance vehicles, and conventional combustion engine vehicles
2. Used Vehicle Sales (Occasionen): Sales of certified pre-owned vehicles of all brands, inspected using Mercedes-Benz 110-point quality check
3. Service & Repair: Maintenance, repair, and warranty services for Mercedes-Benz and smart vehicles including bodywork and painting
4. Leasing & Financing: Vehicle leasing and financing solutions through Mercedes-Benz Financial Services partnerships
5. Parts & Accessories: Original Mercedes-Benz parts and accessories sales

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core 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

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• Mercedes-BenzcoreChannel Partner/ Reseller/ DistributorOfficial 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.
• smartcoreChannel Partner/ Reseller/ DistributorOfficial 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 ServicescoreChannel Partner/ Reseller/ DistributorFinancial services partner providing leasing and financing solutions for vehicle purchases at Kenny`s locations.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad 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

• YouTubeyoutube.com/user/KennysAutoCenter/videos
• Facebookfacebook.com/kennysautocenter
• LinkedInlinkedin.com/company/kennysautocenter
• Instagraminstagram.com/kennys_autocenter
• TikToktiktok.com/@kennys_autocenter
• Xx.com/KennysWettingen

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Kenny's