Sebastian Müller

What Sebastian Müller does

Sebastian Müller AG is a Swiss industrial company headquartered in Rickenbach, Canton of Lucerne, and a wholly-owned subsidiary of the MÜLLER-STEINAG Gruppe. The company operates two distinct lines: a manufacturing plant for concrete products and raw materials, and an independent agricultural machinery dealership branded as AGRO Line. The AGRO Line division is the higher-visibility commercial face, selling, servicing, and maintaining tractors, agricultural machinery, and municipal vehicles, with official representation for Lindner (Stützpunkthändler) and Valtra (authorized dealer across the F through S series, from compact vineyard tractors to 400 HP flagship models), supplemented by roughly twenty partner brands covering harvesting (KRONE), soil cultivation (LEMKEN, KNOCHE, DUTZI), feeding and transport (Strautmann, Agrar), slurry technology (Hadorn, Zunhammer), loaders (Weidemann, Avant), mulching (SEPPI M.), front loaders and winter service equipment (Hauer), press and wrapping (Göweil), wood processing (POSCH), sweepers (Tuchel), spreaders (RAUCH, Brantner), and direct seeding (ERTH, Einböck).

The business model is asset- and service-intensive: revenue is generated from one-time sales of new and used machinery, recurring workshop and repair services (hydraulics, diagnostics, MFK preparation, climate service, exhaust testing), spare parts and tire services, mobile emergency repairs via a service bus, financing solutions, and a 24/7 self-service fuel station. Customers are segmented by vertical — agricultural operations (primary), municipalities and public services (primary), forestry operations (secondary), and livestock farms (secondary) — with named municipal customers including Gemeinde Birmensdorf, Stadt Bremgarten, Stadt Aarau, and Gemeinde Engelberg, alongside private SMB farmers with multi-generational relationships. Geographic reach is concentrated in Central Switzerland, with direct sales at the Rickenbach showroom, mobile service across seven cantons (AG, LU, SO, NW, UR, ZH, SG), and online used-equipment listings via Agropool. The marketing motion is traditional and sales-led, relying on the showroom, test drives, OEM channel referrals, and word-of-mouth rather than digital acquisition.

Name

Sebastian Müller

Legal name

Sebastian Müller AG

Website

https://sebastian-mueller-ag.ch

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Sebastian Müller AG is a Swiss industrial company operating as a concrete products manufacturer and an agricultural machinery dealership (AGRO Line) representing Lindner, Valtra, and twenty other brands, serving farmers, municipalities, and forestry operations across Central Switzerland.

Ownership category

akta.pro rank

Product category

Agricultural Machinery Dealership

NAICS

Other Concrete Product Manufacturing (32739), Agricultural Implement Manufacturing (33311)

SIC

Concrete Products, Except Block & Brick (3272), Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082)

akta.pro primary industry

Agricultural & Forestry Vehicles (Harvesters, Forwarders, Skidders) (IMAHAIAC)

Keywords

• Agricultural machinery dealership
• Tractor sales and service
• Concrete products manufacturing
• Municipal vehicle supply
• Farm equipment distribution

Headquarters

HQ city

Rickenbach

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Agricultural Machinery Sales: Sale of new and used tractors, agricultural machinery, and municipal vehicles. The company acts as official brand representative for Lindner and Valtra, offering first-line vehicles and a large selection of maintained used machines (Occasionen).
2. Workshop and Repair Services: Comprehensive repair and service operations including high-tech diagnostics, hydraulic services, climate control, exhaust testing, and brake testing station. Includes mobile emergency service with equipped service bus.
3. Attachment Equipment and Spare Parts: Sale of attachment equipment from various brands including front loaders, snowplows, mowers, tillage equipment, slurry technology, trailers, and other agricultural implements.
4. Tire Services: Tire center services including tire mounting, wheel changes, professional tire repairs, and tire storage for cars and agricultural machinery.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Sebastian Müller AG operates two principal businesses. As a manufacturing plant for concrete products and raw materials belonging to the MÜLLER-STEINAG Gruppe, it produces concrete goods at its Rickenbach facility. Through its independent AGRO Line division, the company serves as a multi-brand agricultural and municipal machinery dealership, selling and servicing Lindner and Valtra tractors, harvest and forage technology, loaders, soil cultivation, slurry and fertilizer equipment, municipal vehicles, attachments, spare parts, tires, and workshop services for farmers, municipalities, and forestry operations across Central Switzerland.

Product overview

Sebastian Müller AG operates as a diversified manufacturing facility for concrete products within the MÜLLER-STEINAG group, with AGRO Line serving as its independent agricultural machinery division. The AGRO Line portfolio is organized as a multi-brand dealership offering tractors from Lindner (Lintrac and Unitrac series) and Valtra (F, A, G, N, Q, T, and S series spanning from compact vineyard tractors to 400 HP flagship models), complemented by extensive attachment and implement lines including KRONE harvest technology, SEPPI M. mulch technology, Weidemann and Avant loaders,LEMKEN and KNOCHE soil cultivation, Einböck and DUTZI mechanical weed control, Strautmann and Agrar feed mixing and transport equipment, Zunhammer and Hadorn slurry technology, Brantner tippers and spreaders, RAUCH fertilizer spreaders, Hauer front loaders and snowplows, Göweil press and wrapping equipment, POSCH wood processing, Tuchel sweepers, UNSINN trailers, and ERTH direct seeders. The product portfolio also includes a dedicated tire service center. Services encompass a modern workshop with diagnostic capabilities, emergency mobile service, 24/7 on-call service, test drive opportunities, financing solutions, and a self-service fuel station. As a Swiss-focused operation, many products are specifically adapted for steep terrain conditions prevalent in Swiss agriculture.

Differentiator

Problem solved

Functional benefit

Brands

• AGRO Line: Division of Sebastian Müller AG specializing in tractors, agricultural machinery, and municipal vehicles. Offers sales, repair, and service for brands including Lindner and Valtra, as well as attachments, harvesting technology, and municipal equipment.

Products and services

• Lindner Tractors Official Stützpunkthändler offering the complete Lindner product range including Lintrac series (65-160 HP, with stepless drive) and Unitrac transporter series designed for both agricultural and municipal applications in Central Switzerland.
• Valtra Tractors Authorized dealer offering the complete Valtra tractor range from F-Series (narrow vineyard/orchard tractors) through S-Series (up to 400 HP flagship), including A-Series compact all-rounders, G-Series smart all-rounders, N-Series 4-cylinder powerhouses, T-Series air-cab flagship, and Q-Series professional transport models. All feature SmartTouch controls, Smart Farming capabilities, and Valtra Unlimited customizations.
• KRONE Harvest Technology Complete KRONE product range including EasyCut mowers, ActiveMow, Vendro rotary tedders, Swadro rakes, BiG X forage harvesters, BiG PACK square balers, and Highland machines for steep terrain operations, with full service and spare parts support.
• SEPPI M. Mulch Technology Authorized dealer for SEPPI M. mulching technology including flail mowers, verge mowers, hillside mowers, forestry mulchers, and stone crushers for vegetation management in agriculture, forestry, and municipal applications.
• Weidemann Loaders and Handlers Authorized dealer for Weidemann loaders and telehandlers including 4080 T and 7035 models, compact loaders, telehandler loaders, and wheel loaders with articulated pendulum joint for maximum maneuverability and compact construction for low buildings.
• Avant Multi-functional Loaders Dealer for Finnish-made AVANT multifunction loaders from 200 series through 800 series featuring eccentric boom arm positioning and telescopic boom arms for unobstructed operator visibility and extended reach, with quick-coupler system for rapid attachment changes.
• LEMKEN Soil Cultivation Equipment Top regional LEMKEN partner offering plows, Rubin disc harrows, Karat and Kristall cultivators, Solitair drill machines, Zirkon rotary harrows, and Steketee camera-guided hoeing technology for precision weed control, with sales and after-sales support.
• Strautmann Transport and Feeding Equipment Full-range dealer for Strautmann products including Verti-Mix feed mixing wagons with IMS mixing screw, Ambion and Zelon loading wagons, tippers, and manure spreaders, with a special focus on compact Verti-Mix models designed for the spatial constraints of Swiss barns.
• Hauer Front Loaders and Snowplows Specialist dealer for Hauer front loaders and attachments featuring the Top-Block quick-coupling system and ELC control device, with Swiss winter service equipment including V-snow plows and salt spreaders, designed specifically for perfect fit with Valtra and Lindner tractors.
• Göweil Press and Wrapping Technology Göweil balers and wrappers including the G2020 round baler wrapper combination with film binding for superior silage quality, high-tip buckets with up to 7000 kg payload, and bale clamps for high-throughput operations.
• Tire Center Service Comprehensive tire service including sales and mounting of agricultural, forestry, and passenger vehicle tires from brands such as Mitas, Michelin, BKT, and Kleber, plus tire repair, wheel changes, tire storage, and special twin wheel configurations.
• Agricultural Machinery Workshop and Service Full-service workshop in Rickenbach offering hydraulic hose fabrication and repair, climate service and exhaust testing, MFK inspection preparation with brake test stand, high-tech brand diagnostics for Valtra and Lindner, emergency on-site service via mobile workshop bus, and 24/7 Pikettdienst on-call service.
• Test Drive Service (Probefahrten) Test drive service allowing customers to experience tractors and agricultural machinery under real conditions before purchase, available for all major brands including Lindner (Lintrac and Unitrac models) and Valtra (A through S series).
• Used Machinery Sales (Occasionen) Pre-owned tractor and agricultural machinery sales featuring carefully inspected and technically checked machines including used Valtra, used Lindner tractors, and used Weidemann equipment, all ready for immediate deployment, also listed on the Agropool platform for extended reach.
• Financing Solutions Flexible financing solutions for tractors, agricultural machinery, and municipal vehicles tailored to individual business operations and financial capabilities.
• Self-Service Fuel Station Self-service fuel station at the Bohler location offering diesel, lead-free gasoline, and AdBlue, available 24/7 to customers and private individuals.
• Concrete Products and Raw Materials Manufacturing Manufacturing plant producing concrete goods and raw materials as part of the MÜLLER-STEINAG Gruppe at the Bohler 5 facility in Rickenbach, Switzerland.

Quantifiable outcome

• 24/7 Pikettdienst availability ensures minimal downtime during critical periods
• +1 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered core and minor.

• Lindner TraktorencoreChannel Partner/ Reseller/ DistributorOfficial Stützpunkthändler (primary dealer) for Lindner tractors and transporters in Central Switzerland. AGRO Line offers the complete Lindner product range including Lintrac and Unitrac series for agriculture and municipal applications.
• Valtra TraktorencoreChannel Partner/ Reseller/ DistributorAuthorized Valtra dealer offering the complete Valtra tractor range from F-Series through S-Series. Provides Smart Farming solutions and Valtra Unlimited customizations. Workshop certified for Valtra brand diagnostics.
• KRONE LandtechnikcoreChannel Partner/ Reseller/ DistributorComplete KRONE product range including mowers (EasyCut, ActiveMow), tedders (Vendro), rakes (Swadro), balers, forage harvesters (BiG X), and round balers (BiG PACK). Full service and spare parts support.
• WeidemanncoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Weidemann loaders and telehandlers including the 4080 T and 7035 models. Offers compact loaders, telehandler loaders, and wheel loaders with extensive attachment options.
• AvantcoreChannel Partner/ Reseller/ DistributorDealer for Finnish-made AVANT multifunction loaders from 200 series through 800 series. Features excentric boom arm positioning and telescopic boom for optimal visibility and reach.
• SEPPI M.coreChannel Partner/ Reseller/ DistributorAuthorized dealer for SEPPI M. mulching technology including flail mowers, verge mowers, forestry mulchers, and stone crushers. Complete range for vegetation management.
• HauercoreChannel Partner/ Reseller/ DistributorSpecialist dealer for Hauer front loaders and attachments. Known for perfect fit with Valtra and Lindner tractors. Offers Top-Block quick-attach system and Swiss winter service equipment.
• StrautmanncoreChannel Partner/ Reseller/ DistributorFull range dealer for Strautmann products including feed mixers (Verti-Mix), loading wagons (Ambion, Zelon), tippers, and manure spreaders. Special focus on compact Verti-Mix models for Swiss barns.
• LEMKENcoreChannel Partner/ Reseller/ DistributorTop regional LEMKEN partner offering plows, disc harrows (Rubin), cultivators (Karat, Kristall), seed drills, and Steketee camera-guided hoeing technology. Includes sales and after-sales support.
• KNOCHEminorChannel Partner/ Reseller/ DistributorDealer for KNOCHE agricultural equipment including Cambridge rollers, disc harrows (Crossmax), crumble rollers, and weed management equipment.
• DUTZIminorChannel Partner/ Reseller/ DistributorDealer for DUTZI soil cultivation equipment including Rotokiller and FL models for single-pass soil loosening and seedbed preparation.
• ERTH EngineeringminorChannel Partner/ Reseller/ DistributorDealer for ERTH direct seeders designed for grassland reseeding and cover crop establishment with minimal soil disturbance.
• EinböckminorChannel Partner/ Reseller/ DistributorDealer for Einböck harrowing and hoeing technology including Aerostar rotary harrows, Chopstar with Row-Guard camera guidance, and Grass Manager for grassland care.
• Hadorn GülletechnikminorChannel Partner/ Reseller/ DistributorSwiss dealer for Hadorn slurry technology including Spider Compact trailing shoe spreaders, pump systems, and agitators for precise slurry application.
• ZunhammerminorChannel Partner/ Reseller/ DistributorDealer for Zunhammer slurry equipment featuring GFK tanks for low weight, NIR sensor technology for nutrient measurement, and injection systems for compliant slurry application.
• BrantnerminorChannel Partner/ Reseller/ DistributorDealer for Brantner tippers and spreaders including Power-Flex tandem tippers, Power-Spread manure spreaders, and Power-Push systems.
• RAUCHminorChannel Partner/ Reseller/ DistributorDealer for RAUCH fertilizer spreaders (Axis EMC, MDS) and winter service spreaders (AXEO, SA series) with electronic mass flow control technology.
• GöweilminorChannel Partner/ Reseller/ DistributorDealer for Göweil balers and wrappers including G2020 round baler wrapper combinations, high-tip buckets (up to 7000 kg capacity), and bale clamps.
• POSCHminorChannel Partner/ Reseller/ DistributorDealer for POSCH wood processing equipment including log splitters, saw tables, and forestry winches for efficient firewood preparation.
• TuchelminorChannel Partner/ Reseller/ DistributorDealer for Tuchel sweeper machines (Sweep Profi, PROFI, PLUS, KOMPAKT) for yard cleaning, barn hygiene, and weed removal applications.
• UNSINNminorChannel Partner/ Reseller/ DistributorDealer for UNSINN trailers including tippers, livestock trailers, and platform trailers with hot-dip galvanized frames and aluminum or wood side walls.
• MÜLLER-STEINAG GruppecoreStrategic or Co-development PartnerParent company group encompassing Sebastian Müller AG. Sebastian Müller AG is the manufacturing plant for concrete products and raw materials within the group, with independent AGRO Line division.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Others

• CLAAS: Major European agricultural equipment manufacturer with a comparable dealer-partner distribution model. Relevant as a competing brand partner option for AGRO Line and as the supplier-side counterpart to the dealership business model.
• Lindner Traktoren GmbH: Austrian manufacturer of Lintrac and Unitrac tractor/transporter series and core brand partner of AGRO Line. Represents the supplier-side counterpart whose commercial decisions directly drive AGRO Line's product positioning and customer funnel.

Direct peers

• Serco Landtechnik AG: Swiss agricultural equipment dealer offering multi-brand tractor and implement sales plus workshop services. Closely comparable business model to AGRO Line, with regional Swiss coverage and similar municipal and agricultural customer base.
• Brodbeck Landtechnik: Regional agricultural machinery dealer in southern Germany offering multi-brand tractor sales, implement distribution, and workshop services. Operates an analogous dealership model to AGRO Line in a neighboring geography with similar mixed agricultural and municipal customer base.
• GVS-Agrar AG: Major Swiss agricultural machinery dealer operating a multi-brand portfolio with retail, service, and parts network. Directly competes with AGRO Line for Swiss farm customers across multiple cantons and serves as a comparable regional tractor and implement dealership.

Broad incumbents

• BayWa AG: Large German agricultural retail, services, and trading group with cross-border presence into Switzerland. Represents the broader incumbent competitor set operating diversified agricultural retail, energy, and machinery businesses at significantly greater scale than regional dealers.

Regional players

• Rapid Technic AG: Swiss manufacturer of municipal and transporter vehicles (Multicar, Varimo). Overlaps with AGRO Line's municipal vehicle portfolio and competes for the same Swiss municipal winter service and grounds maintenance customers.
• Aebi & Co. AG: Swiss manufacturer and dealer of municipal transporters and winter service equipment. Competes in the same Swiss municipal vehicle segment where AGRO Line sells Lindner Unitrac, with overlapping customers in communes and municipal services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sebastian-mueller-ag

Revenue estimate

Valuation estimate

Number of profiles

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 Sebastian Müller