Kessel

What Kessel does

Kessel is a privately-held Swiss luxury automotive group founded in 1971 by racing driver Loris Kessel and now led by the second generation under Ronnie Kessel. The group operates from Ticino and the greater Zug area in Switzerland, with approximately 200 employees across five locations (Grancia, Pambio Noranco, Lugano, Baar/Zug, and a new Sihlbrugg site opening May 2026). It is an official dealer for Ferrari (since 1971), Pagani, and Maserati, and operates a Le Mans-class motorsport program.

The company is structured around a four-pillar "C.A.R.S." ecosystem: Classic (restoration atelier), Auto (dealership sales and driving experiences such as Corso Pilota and Maserati Ice Drive, priced from CHF 1,400 to over EUR 35,000), Racing (motorsport team with five Le Mans entries and the F1 Club hospitality layer), and Service (concierge, vehicle storage, registration, and maintenance). Revenue is generated through new and pre-owned vehicle sales across three ultra-premium OEM lines (entry vehicles around CHF 89,950), aftermarket service and restoration work, recurring concierge and storage contracts, driving courses, and motorsport sponsorship and hospitality. The technology stack is conventional — the group uses the VentaVid video documentation system for service transparency but has no proprietary software platform or AI systems.

The customer base consists of ultra-high-net-worth individuals and collectors, primarily in Switzerland and broader Europe, served via long-tenure relationships, exclusive OEM franchise access, and an integrated ownership experience spanning purchase, maintenance, restoration, storage, and motorsport participation.

Name

Kessel

Legal name

Kessel Group SA

Website

https://kessel.ch

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

51–100 employees

Short description

Kessel is a Swiss privately-held luxury automotive group founded in 1971, operating as official dealer for Ferrari, Pagani, and Maserati with classic restoration, racing, and concierge services serving ultra-high-net-worth clients across Switzerland and Europe.

Ownership category

akta.pro rank

Product category

Luxury Automotive Dealership

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB)

akta.pro secondary industries

Luxury Car Club / Membership-Based Exotic Rentals (THADAMAJ), Classic, Exotic & High-Value Vehicle Transport (HSAKAFAG)

Keywords

• Luxury car dealership
• Classic car restoration
• Motorsport racing team
• Automotive concierge services
• Driving experiences

Headquarters

HQ city

Lugano

HQ country

Switzerland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sales of new luxury vehicles through official Ferrari, Pagani, and Maserati dealerships. Includes both inventory vehicles and special orders. The company also deals in classic cars and youngtimers.
2. Service and Maintenance: Technical assistance, car management, detailing, and aftermarket services for luxury vehicles. Includes authorized bonded storage facilities.
3. Motorsport: Racing team participation in endurance championships including Le Mans. Generates revenue through sponsorship visibility, paddock experiences, and racing-related hospitality.
4. Driving Experiences: Organized track days, driving courses, factory tours, and bespoke driving tours across Europe. Revenue from course fees, event participation, and branded corporate track days.
5. Concierge Services: High-safety storage, car management, bespoke gifting, license plate registration, import/export formalities, and made-to-measure insurance services for collectors.
6. Classic Car Services: Certified restoration atelier, classic car events and tours, racing participation for classic vehicles, and concours d'elegance preparation.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Kessel operates a comprehensive luxury automotive ecosystem branded C.A.R.S. (Classic, Auto, Racing, Service) for ultra-high-net-worth clients. The company is the official Ferrari, Maserati, and Pagani dealer for the Lugano and Zug areas of Switzerland, running branded showrooms and a workshop facility. In parallel, Kessel runs a certified classic car restoration atelier, fields an international racing team competing at events such as Le Mans, and offers full concierge services including secure storage, import/export logistics, bespoke insurance, and vehicle management.

Product overview

Kessel is a Swiss luxury automotive group founded in 1971 by racing driver Loris Kessel, currently led by his son Ronnie with approximately 200 employees. The company operates a comprehensive C.A.R.S. (Classic, Auto, Racing, Service) ecosystem offering a 360° automotive experience. Kessel Classic provides certified restoration, classic events and tours, and racing/concours participation. Kessel Auto serves as official Ferrari, Pagani, and Maserati dealer with showrooms in Lugano and Zug, plus car consignment services. Kessel Auto also delivers track experiences, factory tours, corporate activities, and Kessel Tours driving experiences. Kessel Racing competes internationally including at Le Mans, offering paddock experiences, trackdays, Club Challenge programs, K-Space hospitality units, and brand visibility partnerships. Kessel Service provides comprehensive concierge services including secure storage, import/export logistics, car management, detailing, bespoke insurance, transportation, and buying advisory. The company maintains locations in Grancia, Noranco, Zug, and Sihlbrugg.

Differentiator

Problem solved

Functional benefit

Brands

• K-Space: Kessel's business card during racing weekends - a modular and highly flexible mobile hospitality space featuring a professional kitchen, audio-video system, meeting room, external lounge, and restaurant area.

Products and services

• Kessel Classic Expertise (Certified Restoration Atelier) Certified restoration atelier that preserves and restores classic automobiles to pristine condition, employing expert technicians for automotive heritage preservation. Targets collectors of classic and vintage vehicles.
• Kessel Classic Events & Tours One or more day driving tours to selected European destinations combining time behind the wheel of classic vehicles with relaxation, cultural discovery, gourmet breaks, and five-star accommodations for fellow enthusiasts.
• Kessel Classic Racing & Concours Technical servicing and support at prestigious international Concours and competitions including The I.C.E. St. Moritz, Goodwood Festival of Speed, Rallye Monte-Carlo Historique, Bernina Gran Turismo, Mille Miglia, and Grand Prix Historique de Monaco.
• Kessel Auto Dealerships (Ferrari, Maserati, Pagani) Official dealership operations for Ferrari (since 1971), Maserati, and Pagani, with showrooms in Lugano and Zug offering new vehicle sales, Ferrari Approved pre-owned, Ferrari Financial Services, and brand experiences.
• Car Consignment Vehicle consignment service for private sellers looking to sell their cars through Kessel's network and expertise in the luxury automotive market.
• Track Experiences (Official Driving Courses) Official Ferrari and Maserati driving courses including tailor-made private programs and exclusive track-only experiences such as Pagani Arte in Pista, with turn-key solutions for car service, logistics, and professional driving gear.
• Factory Tours Guided tours of Ferrari, Pagani, and Maserati factories with opportunities for clients to collect freshly-ordered vehicles as they roll out of the atelier.
• Paddock Experience VIP access to racing team box, pitlane, paddock, and race director's office during prestigious events such as 24 Hours of Le Mans, with hospitality, driver meet-and-greets, engineer-led walkarounds, and pit-stop experiences.
• Trackdays Turn-key track day experiences with Ferrari Challenge and Le Mans-spec GT3 race cars, including technical briefings, driving lessons, free laps, and customizable branding options for corporate multi-car events.
• Club Challenge & Club Competizioni GT Post-Ferrari Challenge driving experiences for collectors and enthusiasts, including Passione Ferrari Mugello, with privately owned or rental cars and official coaches with telemetry data.
• K-Space Mobile Hospitality High-tech mobile hospitality unit featuring a complete professional kitchen, audio-video system, meeting room, external lounge, and restaurant area for racing weekends and brand roadshows.
• Kessel Racing Visibility Partnerships Brand exposure and motorsport partnership services including bespoke car liveries, branded apparel, hospitality, photo and video crew, press office activities, and merchandise distribution at racing events.
• Concierge Services Comprehensive vehicle management including secure storage, license plate registration, import/export formalities, car management and detailing, bespoke insurance, on-demand transportation, and bespoke gifting services for Swiss and international collectors.
• Kessel Racing Team International racing team competing at endurance events including 24 Hours of Le Mans with professional drivers and Ferrari 296 LMGT3 machinery, generating sponsorship and visibility revenue.
• Kessel Events Year-long calendar of events including golf and polo tournaments, driving courses, exclusive previews, and lifestyle experiences in Switzerland and beyond for client networking and product discovery.
• Corporate Activities Business events and corporate hospitality featuring private workshop tours, immersive racing simulations, gatherings with special guests, 360° branding, and turn-key solutions including catering and content creation.
• Kessel Tours (Bespoke Driving Experiences) Bespoke driving experiences and road trips across Europe featuring curated itineraries, scenic roads, exclusive locations, Michelin-starred dining, and immersive experiences including private circuit driving courses.

Named customers3 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

Partnerships

Seven partnerships are on record, tiered flagship and minor.

• FerrariflagshipChannel Partner/ Reseller/ Distributor · 1 January 1971Kessel is an official Ferrari dealer since 1971. The partnership encompasses new vehicle sales, service and maintenance, Ferrari Genuine parts, Ferrari Approved pre-owned vehicles, and Ferrari Financial Services. Kessel operates Ferrari showrooms in Lugano and Zug areas and participates in official Ferrari events, driving courses, and racing programs.
• PaganiflagshipChannel Partner/ Reseller/ DistributorKessel is the official Pagani dealer for the Lugano area. The partnership provides access to Pagani's ultra-exclusive hypercars for Swiss collectors, including special edition models and factory tour opportunities.
• MaseratiflagshipChannel Partner/ Reseller/ DistributorKessel is an official Maserati dealer for Lugano. The partnership covers the full Maserati range including Grecale, MC20, and GranTurismo models. Kessel Maserati participates in exclusive events including Snow Polo St. Moritz as Technical Sponsor.
• BPS (SUISSE)minorGTM or Marketing PartnerPartnership for exclusive Test and Taste events combining Ferrari test drives with gourmet experiences.
• Associazione Nautica del TicinominorGTM or Marketing PartnerLong-standing partner for the Ascona Boat Show, where Kessel exhibits Ferrari and Maserati models alongside nautical partners.
• Snow Polo St. MoritzminorGTM or Marketing PartnerKessel Maserati serves as Technical Sponsor for the Snow Polo St. Moritz event, showcasing Maserati vehicles in a prestigious winter sports context.
• Palazzo di VarignanaminorStrategic or Co-development PartnerFive-star resort partner for Ferrari Amalfi driving experiences in Bologna area, providing accommodation and gastronomic experiences alongside factory tours and test drives.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Penske Automotive Group: Large US-listed automotive retailer with significant luxury and premium exposure across multiple geographies. Broad incumbent benchmark for dealer economics, scale economics, and capital allocation in luxury retail.
• AutoNation: Large US public automotive retailer with nationwide footprint including luxury import franchises. Useful broad incumbent comparable for dealer-group scale economics and capital structure benchmarking.
• Braman Motorcars: Family-owned US luxury dealer group with Ferrari, Bentley, Rolls-Royce, Bugatti and Porsche franchises. Comparable family-owned multi-franchise luxury dealer with similar UHNW service intensity.

Direct peers

• Charles Pozzi: Long-established French Ferrari dealer and classic restoration specialist with Ferrari Classiche certification. Mirrors Kessel's combination of official Ferrari franchise plus certified restoration atelier heritage.
• Miller Motorcars: Family-owned US luxury dealer group holding Ferrari, Aston Martin, Bentley, Rolls-Royce, Pagani and other franchises alongside a pre-owned and service operation. Closest international analog to Kessel's multi-brand Italian luxury franchise strategy.
• H.R. Owen: UK-listed luxury automotive retailer carrying Ferrari, Lamborghini, Bentley, Rolls-Royce and Bugatti franchises with full service and heritage operations. Comparable multi-brand luxury dealer with similar service intensity and UHNW customer focus.
• AF Corse: Italian Ferrari factory-supported endurance and GT racing team, regular Le Mans entrant. Closest direct motorsport peer to Kessel Racing in terms of Ferrari-based GT3 endurance program.
• Maranello Sales: UK-based Ferrari specialist dealer with strong heritage and pre-owned focus. Direct franchise peer operating in a similar collector-driven UHNW market to Kessel.

Regional players

• Continental AutoSports: US Ferrari, Maserati and Alfa Romeo dealer group operating in Hinsdale, Illinois. Direct franchise peer in a different geography with overlapping Italian-marque franchise mix.

Emerging players

• Scuderia Baldini: Italian motorsport team competing in Ferrari-based GT championships. Comparable emerging racing-team peer in the same Ferrari GT3 ecosystem where Kessel Racing operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCdYjfX1K7KPUW_39Gg474rQ
• Facebookfacebook.com/kessel.ch
• LinkedInlinkedin.com/company/kessel-auto
• Instagraminstagram.com/kessel_ch
• Xx.com/kessel_ch

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Kessel