Peugeot (Suisse) SA

What Peugeot (Suisse) SA does

Peugeot (Suisse) SA (operating as AP Automobile Schweiz AG / Peugeot Switzerland) is the national sales and distribution subsidiary of French automaker Peugeot, owned by Stellantis N.V. since the 2021 PSA–FCA merger. Headquartered in Schlieren, the company imports and distributes Peugeot passenger cars, electrified models, and light commercial vehicles across Switzerland through a network of 147 authorized dealers, 8 e-Expert centers, and 12 Peugeot Professional B2B specialists. The entity is privately held, does not publicly disclose revenue, and operates under the global Peugeot brand.

The product portfolio spans compact city cars (E-208, E-208 GTi), SUVs (2008, E-3008, E-5008), sedans and station wagons (E-308, E-308 SW, E-408), and a complete electric light-commercial-vehicle range (E-Partner, E-Expert, E-Boxer, E-Rifter, E-Traveller). Underlying technology centers on the proprietary PEUGEOT i-Cockpit driver interface, with the new Panoramic i-Cockpit featuring a 21-inch curved screen, compact steering wheel, and i-Toggle customizable shortcuts, supported by the i-Connect Advanced infotainment system with wireless Apple CarPlay/Android Auto and natural voice recognition. Recent launches include the E-3008/E-5008 Long Range (708 km WLTP), Dual Motor 325 AWD variants, the E-208 GTi performance EV unveiled at Le Mans, and the new E-408 fastback.

The business model combines (i) one-time new-vehicle sales across consumer and B2B commercial channels, (ii) recurring aftersales service, parts and accessories (including EV charging solutions), and (iii) subscription-style leasing and financing intermediated exclusively through Santander Consumer Finance Schweiz AG at effective rates from 0.06% to 0.94%, with bundled SECURE4you+ unemployment/disability insurance. Go-to-market is hybrid: digital self-serve (online configurator, store.peugeot.ch for stock vehicles, online test-drive and service booking) layered on top of an enterprise dealer field-sales motion for B2B fleet customers. Customer segments are split between private individual buyers and SME/commercial fleet buyers (Peugeot Professional program). The multilingual DE/FR/IT web presence serves Switzerland's linguistic regions.

Name

Peugeot (Suisse) SA

Legal name

AP Automobile Schweiz AG

Website

https://peugeot.ch

Company type

Private

Founded year

1891

Operating status

Operating

Headcount range

11–50 employees

Short description

Peugeot (Suisse) SA is the Swiss national sales subsidiary of Peugeot (Stellantis), distributing passenger cars, electric vehicles, and light commercial vehicles across Switzerland through 147 authorized dealers, serving private consumers and SME commercial fleets.

Ownership category

akta.pro rank

Headquarters

HQ city

Schlieren

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. New Vehicle Sales: Primary revenue stream from sales of new Peugeot vehicles across all segments including passenger cars (208, 308, 408, 2008, 3008, 5008), electric vehicles, plug-in hybrids, and commercial vehicles (Partner, Expert, Boxer, Rifter, Traveller).
2. Vehicle Leasing and Financing: Leasing services through Santander Consumer Finance Schweiz AG, offering monthly payment options starting from CHF 199/month. Includes insurance products (SECURE4you+ for unemployment and disability coverage) bundled with financing.
3. After-sales Services and Maintenance: Service network offering vehicle maintenance, repairs, climate system service, holiday checks, and PEUGEOT Assistance roadside support. Includes online appointment booking.
4. Parts and Accessories: PEUGEOT accessories including EV charging solutions (Home Charger, Wallbox, Type 2 cables, Travel Kits), sold through PEUGEOT Service Store and dealer network.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Peugeot (Suisse) SA is the Swiss national sales entity for the Peugeot brand, selling new passenger cars, SUVs, and light commercial vehicles across electric (e.g., E-208, E-3008, E-5008), plug-in hybrid, hybrid, and combustion drivetrains, supported by a 147-dealer service network, online configurator and stock store, dedicated B2B Peugeot Professional fleet program, manufacturer-backed leasing through Santander Consumer Finance, and the PEUGEOT CARE extended warranty program for electric vehicles.

Product overview

Peugeot (Suisse) SA operates as the Swiss subsidiary of the French automotive manufacturer Peugeot, offering a comprehensive portfolio of electric vehicles, plug-in hybrids, and commercial vehicles. The product lineup includes compact city cars (E-208, E-208 GTi), SUVs (2008, E-3008, E-5008), sedans (E-308, E-408), station wagons (E-308 SW), and commercial vehicles (E-RIFTER, E-TRAVELLER, E-PARTNER, E-EXPERT, E-BOXER). Key technology brands include the PEUGEOT i-Cockpit with Panoramic i-Cockpit featuring a 21-inch curved screen, PEUGEOT i-Connect infotainment system with wireless smartphone integration, and Drive Assist Plus semi-autonomous driving capabilities. The company offers the PEUGEOT CARE Garantie warranty program covering electric vehicles up to 8 years or 160,000 km, and supports customers through a network of over 70 authorized dealers across Switzerland.

Differentiator

Problem solved

Functional benefit

Products and services

• PEUGEOT E-208 Compact fully electric city car offering up to 439 km WLTP range with 100 kW fast charging (20–80% in under 25 minutes) and the PEUGEOT i-Cockpit with a 10-inch HD touchscreen. Targeted at urban commuters and small households in Switzerland.
• PEUGEOT E-208 GTi Fully electric compact sports car with 280 HP, limited-slip differential, Alcantara GTi sports seats, and up to 375 km range, starting from CHF 41,990 in Switzerland. Aimed at performance-oriented private buyers.
• PEUGEOT 2008 SUV Compact electric SUV with up to 436 km range, combining urban agility with SUV versatility and the PEUGEOT i-Cockpit. Targeted at Swiss private buyers seeking a compact family SUV.
• PEUGEOT E-3008 Electric mid-size SUV featuring the Panoramic i-Cockpit with a 21-inch curved screen, available in Long Range (up to 708 km WLTP) and Dual Motor 325 all-wheel-drive variants. Targeted at Swiss private and fleet SUV buyers.
• PEUGEOT E-5008 Electric family SUV with seating for up to 7 passengers, up to 708 km range (Long Range), extensive cargo volume up to 2,232 liters, and optional Dual Motor 325 all-wheel drive. Targeted at large families and premium SUV buyers in Switzerland.
• PEUGEOT E-308 Electric sedan with up to 462 km WLTP range and 12 kWh/100 km energy consumption, combining comfort with electric performance. Targeted at Swiss private sedan buyers.
• PEUGEOT E-308 SW Electric station wagon with up to 462 km range, offering spacious interior and cargo capacity for families and professional use in Switzerland.
• PEUGEOT E-408 Electric fastback sedan with up to 474 km range, 210 HP motor, 58 kWh battery, illuminated lion emblem, exclusive Grün Flare color, V2L function, and battery pre-conditioning. Targeted at style-conscious Swiss private buyers.
• PEUGEOT E-Rifter Electric leisure-activity van with up to 354 km range, configurable seating and cargo layouts for families and active-lifestyle buyers in Switzerland.
• PEUGEOT E-Traveller Electric people-mover van with up to 370 km range and seating for up to 9 passengers, designed for business travel, large families, and shuttle operators in Switzerland.
• PEUGEOT E-Partner Electric light commercial vehicle starting from CHF 20,990 (with up to CHF 6,700 price advantage), offering up to 4.4 m³ of cargo volume and modern driver assistance systems. Targeted at Swiss SMEs and trades under the Peugeot Professional program.
• PEUGEOT E-Expert Electric professional van starting from CHF 26,990 (with up to CHF 8,000 price advantage), offering up to 6.6 m³ of cargo volume and under 2-meter height for urban access. Targeted at Swiss delivery, service, and trades businesses.
• PEUGEOT E-Boxer Electric large commercial van starting from CHF 37,900 (with up to CHF 9,000 price advantage), offering 17 m³ of cargo volume, 1,400 kg payload, and 21 driver assistance systems. Targeted at Swiss large-fleet operators and heavy-duty commercial use.
• PEUGEOT CARE Garantie Extended warranty program covering up to 8 years or 160,000 km for all fully electric PEUGEOT models, including battery warranty and complimentary connected services when serviced at authorized Peugeot workshops in Switzerland.
• PEUGEOT E-Promise Electric mobility commitment bundling Home Charger, Wallbox, Type 2 cables, Travel Kits, charging solutions, buyback programs, and service contracts tailored to Swiss electric vehicle ownership.
• Peugeot Professional B2B Fleet Program Dedicated B2B program for Swiss commercial fleet customers offering Partner, Expert, and Boxer vans with business-specific pricing (up to CHF 6,700–9,000 advantages), special financing through Santander, and support via 12 Peugeot Professional dealers and 8 e-Expert centers across Switzerland.

Quantifiable outcome

• Up to 708 km range on electric vehicles (WLTP combined)
• +4 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability5 records

Feature7 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Hertz SwitzerlandminorGTM or Marketing Partner · 3 July 2025Partnership for Hertz podcast 'Spurwechsel' where radio host Marc Jäggi interviews Swiss personalities in Peugeot E-3008 vehicles. Marc Storace also featured as guest.
• Jenny DürstcoreGTM or Marketing Partner · 9 April 2025Tennis player Jenny Dürst serves as Peugeot Switzerland brand ambassador, driving a Peugeot 3008. Known for her ambition and dedication to reaching WTA Top 100 ranking and Grand Slam qualification.
• Marc StoraceminorGTM or Marketing PartnerSwiss rock singer and television personality serves as Peugeot brand ambassador, featured in podcast interviews and promotional content.
• Emil Frey AGcoreChannel Partner/ Reseller/ DistributorMajor authorized Peugeot dealer group in Switzerland with multiple locations including Bern Eigerplatz and Bern-West (Moosseedorf), providing sales, service, and parts.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tesla Switzerland: Direct EV competitor in Switzerland using a direct-to-consumer model (no franchised dealers). Sets the benchmark for EV range, charging network integration, and digital buying experience against which Peugeot's 708 km Long Range models compete.
• Toyota Switzerland AG: Hybrid and emerging BEV competitor in Switzerland with deep dealer reach. Comparable multi-channel GTM and strong fleet/B2B presence; competes head-to-head in the hybrid segment against Peugeot's plug-in hybrid lineup.
• Hyundai Switzerland: Imports and sells Hyundai IONIQ 5, IONIQ 6, Kona Electric in Switzerland via dealers. Comparable EV-heavy product strategy and price positioning; strong competitor in the same mid-market BEV segment.
• Renault Suisse SA: National sales subsidiary of Renault in Switzerland. Direct competitor with comparable mass-market positioning, broad EV/hybrid lineup (Megane E-Tech, Scenic E-Tech, R5 E-Tech), and similar dealer-network distribution model.
• Citroën (Suisse) SA: Stellantis sibling brand distributed in Switzerland through a parallel dealer network. Overlaps significantly on product (C3, C4, Berlingo, e-Berlingo), price band, and customer base; competes for the same dealer shelf space and end customers.
• Opel Suisse SA: Stellantis sibling brand in Switzerland with mass-market positioning and growing EV lineup (Mokka Electric, Corsa Electric, Astra Electric). Often co-located within multi-brand Stellantis dealers, sharing economics with Peugeot.
• Volkswagen (Schweiz) AG: Swiss arm of VW Group offering ID.3, ID.4, ID.5, ID.7 and ID. Buzz EVs through a similar franchised dealer model. Largest or near-largest player in the Swiss new-car market; benchmark for dealer-network scale and electrification.

Others

• Emil Frey AG: Switzerland's largest automotive retail group, a core Peugeot dealer partner and channel. Materially comparable as a national-scale multi-brand auto retailer, and a key dependency for Peugeot Switzerland's go-to-market execution.

Broad incumbents

• Mercedes-Benz Switzerland AG: Premium incumbent with EQ EV portfolio (EQA, EQB, EQE, EQS) sold through Swiss dealers. Sets the upper bound on digital UX, range, and pricing expectations that Peugeot must justify for upgrades.
• BMW (Schweiz) AG: Premium incumbent in Switzerland with strong EV/hybrid lineup (iX1, iX3, i4, i5, i7). Competes with Peugeot for affluent Swiss buyers moving from ICE to EV, and benchmarks technology expectations on i-Cockpit-type features.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PeugeotSchweiz
• YouTubeyoutube.com/peugeot
• Instagraminstagram.com/peugeotschweiz
• LinkedInlinkedin.com/company/peugeot-switzerland

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Peugeot (Suisse) SA