American Bikes
American Bikes (Moto-Show AG) is a privately-held Swiss motorcycle dealership in Bütschwil selling new and used motorcycles across Honda, Indian, Victory, Royal Enfield, Brixton, and Moto Guzzi brands, with a full-service workshop, parts warehouse, apparel boutiques, rental, and financing services for individual Swiss motorcycle enthusiasts.
- Company typePrivate
- Founded-
- HeadquartersBütschwil, Switzerland
- Headcount11–50
- GTM typeB2C
- OfferingServices
What American Bikes does
American Bikes, now operating as Moto-Show AG, is a privately-held Swiss motorcycle dealership and full-service retail operation headquartered in Bütschwil, Canton St. Gallen, Switzerland. The company sells new motorcycles across multiple brands—Honda, Indian, Victory, Royal Enfield, Brixton, and Moto Guzzi—with a stated specialty in American motorcycle brands (Indian and Victory) and self-claims the largest Indian/Victory/Royal Enfield selection in the region. In addition to new vehicle sales, the business operates a used motorcycle division ('Occasionen'), a dedicated parts warehouse for Indian and Victory models, branded clothing boutiques, a full-service workshop for maintenance and repairs, motorcycle rental services, and financing/insurance products including leasing from CHF 69 per month. New motorcycle prices range from approximately CHF 3,850 (Honda CB 125F) to CHF 34,850 (Honda Gold Wing Tour), while apparel and accessories range from CHF 40 to CHF 559.
The company employs 11-50 staff and operates a single physical showroom and workshop, supplemented by an e-commerce webshop at shop.american-bikes.ch offering 814 products with daily shipping. Its go-to-market is sales-led through the physical dealership, direct consultation, and online channels including email newsletter, Facebook, and community events. The primary customer segment is individual motorcycle enthusiasts in Switzerland; corporate/fleet customers represent a secondary segment. The dealership has been recognized as Dealer of the Year in 2012, 2014, 2015, 2016, 2017, 2018, and 2019, though the awarding body is not specified in source data.
The business model is a diversified retail revenue structure combining new motorcycle sales, used motorcycle sales, OEM parts, branded apparel, workshop services, rental, and financing/insurance. Owner and managing director James Müller leads the independently-owned company, with Hans Müller serving on the board. The firm has no institutional investors, no disclosed funding rounds, and no parent company. It recently rebranded from American Bikes AG to Moto-Show AG while maintaining the Indian/Victory World Store positioning. There is no evidence of proprietary technology, AI/ML capabilities, patents, or international expansion beyond Swiss domestic operations and global e-commerce shipping.
American Bikes firmographics
Firmographics- Name
- American Bikes
- Legal name
- American Bikes AG
- Website
- https://american-bikes.ch
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- American Bikes (Moto-Show AG) is a privately-held Swiss motorcycle dealership in Bütschwil selling new and used motorcycles across Honda, Indian, Victory, Royal Enfield, Brixton, and Moto Guzzi brands, with a full-service workshop, parts warehouse, apparel boutiques, rental, and financing services for individual Swiss motorcycle enthusiasts.
- Ownership category
- akta.pro rank
American Bikes industry classification
Industry- Product category
- Motorcycle Dealership
- NAICS
- Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- Motorcycle Riding Gear & Apparel Retail (CRAMANAA)
Keywords
Where American Bikes is headquartered
LocationHeadquarters
- HQ city
- Bütschwil
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
American Bikes business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- New Motorcycle Sales: Sales of new motorcycles including Honda, Indian, Victory, Royal Enfield, Moto Guzzi, and Brixton brands
- Motorcycle Accessories and Parts: Sales of motorcycle accessories, parts, and OEM components for Indian, Victory, and other brands
- Motorcycle Apparel: Sales of motorcycle clothing, helmets, boots, gloves, and protective gear from multiple brands
- Service and Maintenance: Workshop services for motorcycle maintenance, repair, and tire service
- Motorcycle Rental: Short-term motorcycle rentals
- Financing Services: Financing and insurance services for motorcycle purchases, including leasing options
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | New motorcycle pricing with leasing options |
| Unit Pricing | Pay-as-you-go | Apparel and accessories pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
American Bikes product offering
Product offeringCore offering
American Bikes (now operating as Moto-Show AG) is an authorized motorcycle dealership and full-service center based in Bütschwil, Switzerland. It sells new motorcycles from Honda, Indian, Victory, Royal Enfield, Brixton, and Moto Guzzi, alongside used motorcycles, branded apparel and accessories, and OEM parts, with an attached workshop providing maintenance, repair, tuning, financing, insurance, and short-term motorcycle rental services.
Product overview
American Bikes AG (now operating as Moto-Show AG) is a Swiss motorcycle dealership offering a comprehensive portfolio of products and services centered around motorcycle sales and after-sales support. The core business includes new motorcycle sales across Honda, Indian, Victory, Royal Enfield, Brixton, and Moto Guzzi brands, with a specialty in American motorcycles (Indian and Victory). The product portfolio spans motorcycle clothing boutiques (Indian/Victory/Royal Enfield branded), a dedicated parts warehouse for Indian and Victory motorcycles, and a full-service workshop. Additional services include motorcycle rental, used motorcycle sales, financing and insurance, trade-in services, motorcycle tuning, and a web shop (shop.american-bikes.ch) for online purchasing of motorcycles and accessories. The company operates as an authorized dealer with strong brand partnerships and has won multiple Dealer of the Year awards.
Differentiator
Problem solved
Functional benefit
Products and services
- New Motorcycle Sales Sale of new motorcycles across multiple brands including Honda, Indian, Victory, Royal Enfield, Brixton, and Moto Guzzi, with specialty in American motorcycle brands Indian and Victory. Units priced from approximately CHF 3,850 (Honda CB 125F) to CHF 34,850 (Honda Gold Wing Tour).
- Used Motorcycle Sales Sale of top-quality pre-owned motorcycles (Occasionen) from all brands represented at the dealership, providing affordable entry options for buyers.
- Motorcycle Service and Maintenance Full-service workshop providing maintenance, repairs, tune-ups, and tire services for all motorcycle brands sold at the dealership.
- Motorcycle Rental Short-term motorcycle rental service that allows customers to rent bikes before purchasing or for travel and touring purposes.
- Motorcycle Financing and Insurance Financial services including motorcycle leasing options (starting from approximately CHF 69 per month) and insurance products to facilitate motorcycle purchases.
- Motorcycle Trade-In and Purchase Vehicle purchase, trade-in, and buying services allowing customers to sell or exchange their existing motorcycles against new or used inventory.
- Motorcycle Tuning Customization and tuning services to enhance motorcycle performance, sound, and personalization.
- Indian / Victory Parts Warehouse Dedicated spare parts inventory for Indian and Victory motorcycles, ensuring availability of OEM replacement parts for these American motorcycle brands.
- Motorcycle Apparel and Accessories Boutique Branded boutiques for Indian, Victory, and Royal Enfield offering clothing and accessories, plus helmets, gloves, boots, and protective gear from various manufacturers, priced approximately CHF 40 to CHF 559.
Companies that use American Bikes
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
American Bikes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
American Bikes partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
American Bikes competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key highlights6 records
Customer concentration
American Bikes social profiles
Digital presenceAmerican Bikes financial estimates
Financial estimateRevenue estimate
Valuation estimate
American Bikes leadership team
Management profileNumber of profiles
Profiles1 record
American Bikes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
American Bikes 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 American Bikes
What does American Bikes do?
American Bikes (now operating as Moto-Show AG) is an authorized motorcycle dealership and full-service center based in Bütschwil, Switzerland. It sells new motorcycles from Honda, Indian, Victory, Royal Enfield, Brixton, and Moto Guzzi, alongside used motorcycles, branded apparel and accessories, and OEM parts, with an attached workshop providing maintenance, repair, tuning, financing, insurance, and short-term motorcycle rental services.
Is American Bikes a public or private company?
American Bikes is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was American Bikes founded?
American Bikes was founded in -1. It employs 11 to 50 people.
Where is American Bikes based?
American Bikes is headquartered in Bütschwil, Switzerland, in the Europe region.
How does American Bikes make money?
Six revenue lines are on record. New Motorcycle Sales are the primary driver. The others are motorcycle Accessories and Parts, motorcycle Apparel, service and Maintenance, motorcycle Rental and financing Services.
Does American Bikes have an API?
No public API is recorded for American Bikes.
What industry is American Bikes in?
American Bikes's product category is Motorcycle Dealership. Its primary akta.pro industry code is CRAMANAA, Motorcycle Riding Gear & Apparel Retail. Its NAICS code is 441227 and its SIC code is 5500.