Settlers

Name

Settlers

Legal name

Settelen AG - Settelen Auto AG

Website

https://settelen.ch

Company type

Private

Founded year

1883

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Automotive Dealership and Mobility Services

NAICS

Automotive Equipment Rental and Leasing (5321), Specialized Automotive Repair (811114), Automotive Body, Paint, Interior, and Glass Repair (81112), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Vehicle Services On‑Demand Platforms (Car Wash, Maintenance, Roadside) (BPAMAHAL)

akta.pro secondary industries

Corporate Vehicle Subscription & Flexible Access Programs (TLABALAH), Swap / Multi-Vehicle Access Subscriptions (Vehicle Switching) (THADACAK)

Keywords

• Automotive dealership services
• Vehicle rental leasing
• Body shop repairs
• Toyota vehicle sales
• Commercial vehicle dealer

Headquarters

HQ city

Basel

HQ country

Switzerland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Vehicle Sales (New & Used): Sales of new Toyota vehicles, Isuzu commercial vehicles, and used vehicles (occasions) through showroom and online platforms
2. Workshop & Repair Services: Vehicle maintenance, repairs, diagnostics, tire services, and seasonal checks for all brands
3. Carrosserie & Painting: Bodywork, spenglerei, painting, and accident damage management including hail and glass repair
4. Vehicle Rental: Short-term and long-term vehicle rentals including special rates for under-26 drivers, weekly rentals, and subscription auto plans
5. Fuel Sales: Retail fuel sales through two Shell stations in Basel
6. Auto Subscription (Auto Abo): Flexible monthly vehicle subscription with insurance, service, and maintenance included
7. Parts & Accessories Sales: Sale of replacement parts, accessories, and vehicle care products

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Settelen is a family-owned multi-brand automotive dealership and full-service mobility provider in Basel, Switzerland. It sells new Toyota passenger and commercial vehicles as well as Isuzu light commercial vehicles, and provides comprehensive after-sales services including multi-brand workshop repairs, bodywork and painting, vehicle rental and subscription (Auto Abo), car wash, tire storage, and operates two fuel stations.

Product overview

Settelen is a diversified automotive services company operating as a multi-brand dealership and mobility provider based in Basel, Switzerland. Founded in 1883, the company operates through integrated service pillars: (1) Toyota Center Basel and Isuzu commercial vehicle sales, (2) Settelen Autovermietung car rental fleet with passenger vehicles, commercial vans/buses, and special vehicles, (3) AUTO-ABO subscription service for flexible vehicle access, (4) Settelen Stadtgarage multi-brand workshop for repair, maintenance, and seasonal services, (5) Carrosserie & Lackiercenter body shop for damage repair and painting, (6) Wasch-Anlage car wash facility, and (7) Tankstellen fuel stations. The company also offers add-on services including tire storage, parts sales, and corporate fuel cards. The portfolio is unified by the Settelen brand identity while serving both individual consumers and business fleets.

Differentiator

Problem solved

Functional benefit

Products and services

• Toyota Center Basel (New Vehicle Sales) Authorized Toyota dealership in Basel offering new Toyota passenger cars, electric vehicles (bZ4X, C-HR+), and commercial vehicles, with after-sales service and parts distribution for Northwestern Switzerland.
• Isuzu Commercial Vehicles Regional center for Isuzu light commercial vehicles up to 3.5T gross weight, featuring stable ladder frame chassis for demanding commercial applications.
• Settelen Autovermietung (Vehicle Rental) Full-service car rental operation in Basel offering passenger cars, commercial vehicles, vans, electric vehicles, and minibuses for short-term and long-term rental.
• Settelen AUTO-ABO (Vehicle Subscription) All-inclusive flexible monthly vehicle subscription including insurance, service, maintenance, and all-season tires without long-term commitment, available on Toyota Aygo X, Yaris Hybrid, Corolla Hybrid, and RAV4 models.
• Weeklyrent Weekly rental package for Toyota Aygo at CHF 333 per week including 500 km with simplified booking process, designed for flexible short-term mobility needs.
• Musikbüro Basel Tourbus Special tour bus service in partnership with Musikbüro Basel featuring Toyota Proace Verso L2 with up to 8 seats at special member rates for musicians, bands, and cultural workers.
• Settelen Stadtgarage (Multi-Brand Workshop) Multi-brand automotive workshop offering repair, maintenance, diagnostic services, electrical expertise, tire service, climate service, and seasonal vehicle checks for all vehicle brands.
• Carrosserie & Lackiercenter (Body Shop) Full-service body shop and paint center offering damage management, panel beating, painting, glass repair, hail damage repair, and wheel repair for all vehicle brands including electric vehicles, with Toyota Body & Paint certification.
• Reifenhotel (Tire Storage Service) Professional seasonal tire storage service including pressure check, adjustment, and condition monitoring at CHF 85 per season.
• Wasch-Anlage (Car Wash) Super-soft automated car wash facility with programs including STANDARD (CHF 18), EXKLUSIV with polish (CHF 25), and PICK UP for pickup trucks (CHF 14).
• Tankstellen (Fuel Stations) Two Shell-branded fuel stations operated by Settelen: Türkheimerstrasse (attended, the only attended station in Basel city) and Birkenstrasse/Ahornhof (24/7 self-service).

Quantifiable outcome

• Toyota RELAX warranty up to 15 years or 250,000 km with service activation
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

14 partnerships are on record, tiered minor and core.

• Welti-Furrer AG (Umzug business sale)minorOthers · 1 January 2025Umzug & Car logistics business sold to Knecht Gruppe. Moving services and Settelen Umzug brand now provided by Welti-Furrer AG Zweigniederlassung Basel.
• Eurobus AG (Carreisen business sale)minorOthers · 1 January 2025Umzug & Car logistics business sold to Knecht Gruppe. Carreisen services and Settelen Carreisen brand now provided by Eurobus AG Zweigniederlassung Basel.
• Toyota (as Toyota Center Basel & Toyota Professional Dealer)coreChannel Partner/ Reseller/ DistributorAuthorized Toyota Center Basel dealer for passenger cars since 1966 and Toyota Professional dealer for commercial vehicles since 2023. Provides new vehicle sales, service, and parts distribution for the Northwestern Switzerland region.
• Isuzu (Regional Center)coreChannel Partner/ Reseller/ DistributorAuthorized Isuzu regional center for light commercial vehicles up to 3.5T gross weight with stable ladder frame chassis for extended service life under demanding conditions.
• AGVS (Auto Gewerbe-Verband der Schweiz)minorOthersAuto trade association of Switzerland, section both Basel. Settelen has been member for 80 years. Association handles professional training and development.
• ESA (Einkaufsgenossenschaft)minorOthersPurchasing cooperative of Swiss automotive and motor vehicle trade. Founded in 1930 by 24 AGVS garage operators with over 7,000 member cooperative owners.
• Shell (Tank Stations)coreChannel Partner/ Reseller/ DistributorTwo Shell stations operated by Settelen: attended station at Türkheimerstrasse 17 (only attended station in Basel city, Mon-Sat 06:30-19:00) and self-service station at Birkenstrasse 5/Ahornhof (24/7).
• FLOSS FestivalminorGTM or Marketing PartnerMusic festival in Basel. Settelen provides transport vehicles when FLOSS crew travels by road instead of water.
• 3 LänderlaufminorGTM or Marketing PartnerAnnual cross-border running event (marathon, half marathon, 10km) with start/finish at Basel's market square. Settelen is transport partner with latest Toyota models at event venue.
• EJCF (Europäisches JugendChor Festival)minorStrategic or Co-development PartnerEuropean Youth Choir Festival held in Basel every two years since 1992. Settelen provides office space with IT, meeting rooms, copier, printer, storage included since 2003.
• Basler MadrigalistenminorStrategic or Co-development PartnerProfessional singing ensemble founded in 1978. Settelen provides office space integrated into company infrastructure since 2012.
• Familienpass Region BaselminorGTM or Marketing PartnerFamily discount program with 12,000 families benefiting from over 150 free offers and discounts in the Basel region. Settelen participates as partner.
• Musikbüro BaselminorGTM or Marketing PartnerJoint tour bus offering at special rates for musicians, bands, and cultural workers using Toyota Proace Verso L2. Members PLUS get priority booking and 40% discount on other fleet vehicles.
• Insurance Partners (Allianz, Helvetia, AXA, Vaudoise, Mobiliar)coreOthersSettelen is recognized by all insurance companies for brand-independent repairs. Working with Allianz, Helvetia, AXA, Vaudoise, and Mobiliar for damage management and repair coordination.

Scale indicators6 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Emil Frey Group: Major Swiss automotive retail group operating multiple dealerships across Switzerland with brands including Mercedes-Benz, Jaguar, Land Rover, and others. Comparable as a multi-brand dealership operator with body shop, service, and fleet capabilities.
• AMAG Group AG: Switzerland's largest automotive retail and import group, operating multi-brand dealerships, service centers, and import rights for Volkswagen, Audi, and other brands. Direct peer as a multi-brand dealership and service operator serving Swiss consumers and fleets.
• Garage Hans Leutenegger AG: Swiss automotive group operating Toyota, Lexus, and other dealerships in Eastern Switzerland. Closely comparable to Settelen as a multi-brand Toyota franchise holder with workshop and rental operations.

Emerging players

• Carvolution AG: Swiss car subscription platform offering flexible monthly vehicle access similar to Settelen's AUTO-ABO. Direct comparability on subscription business model, though Carvolution operates digitally at greater scale.
• Carglass Switzerland: Specialized automotive glass repair and replacement chain operating across Switzerland. Comparable for Settelen's glass repair capability offered through the Carrosserie & Lackiercenter.

Broad incumbents

• Sixt Switzerland: Major international car rental brand with Swiss operations offering short-term rentals and subscription. Comparable to Settelen's rental and AUTO-ABO subscription business, though at much larger scale.
• Toyota Switzerland (Toyota AG): National brand principal for Toyota in Switzerland, controlling franchise distribution and dealer network. Settelen is a Toyota Center franchisee; Toyota AG sets the strategic direction Settelen must execute against.
• Hertz Switzerland: Global car rental company with Swiss franchise locations. Comparable as a vehicle rental competitor in the Basel market where Settelen operates its Autovermietung.

Regional players

• Migrol / Migros Fuel Stations: Swiss fuel station operator owned by Migros. Comparable to Settelen's two Shell fuel stations as a regional fuel retail operator, though with substantially broader geographic footprint.

Others

• Repanet Suisse: Swiss competence network for certified body shop operators of which Settelen is a member. Comparable as an ecosystem participant setting quality standards Settelen must meet for insurer recognition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/SettelenAG
• Facebookfacebook.com/Settelen.AG
• LinkedInlinkedin.com/company/settelen-ag

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Settlers