What Freuler does

Freuler AG is a Swiss vehicle services company founded in 1975 and headquartered in Benken, Canton of St. Gallen, operating as a privately held Aktiengesellschaft (stock corporation). It runs two physical facilities: the Benken SG site handles Carrosserie (bodywork and collision repair) and Lackierwerk (professional painting, including motorcycle, commercial vehicle, and Rhino linings coatings), while the Chur GR site runs Fahrzeugbau (custom vehicle construction, including pickup and transporter upfitting, trailer builds, snow plow equipment, interior fit-outs, and Rhino coating application). The company also operates a Swiss-domestic e-commerce shop (freuler-shop.ch) selling vehicle equipment, parts, accessories, and tools, complemented by the ROCKPEAK sub-brand for commercial vehicle upfitting. The core technology stack is conventional trade-shop equipment combined with a JTL-Shop e-commerce platform; no proprietary technology, software, or AI capabilities are disclosed.

Freuler AG generates revenue across four primary streams: (1) vehicle bodywork and damage repair services, including insurance claim handling and replacement vehicle provision; (2) professional painting services spanning motorcycles, commercial vehicles, and specialty coatings; (3) custom vehicle construction and modification services for commercial operators; and (4) e-commerce parts and accessories sales. Customer segments span private vehicle owners with damage/repair needs, commercial vehicle operators requiring custom builds, classic car enthusiasts, and recreational vehicle owners. Pricing is not publicly disclosed and the e-commerce shop requires login to view prices. The company relies on direct-to-consumer service delivery at its physical locations and on referral relationships with five major Swiss insurers (Elvia, AXA Winterthur, Baloise, Vaudoise, Zurich Insurance) to drive repair-pipeline volume. Distribution is exclusively domestic (Switzerland), with both physical service delivery and e-commerce shipping confined to the Swiss market.

Name

Freuler

Legal name

Freuler AG

Website

https://freuler.ch

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

Freuler AG is a Swiss vehicle services company operating workshops in Benken SG and Chur GR, providing bodywork, painting, and custom vehicle construction for commercial operators and private vehicle owners, with a domestic e-commerce shop for parts and accessories.

Ownership category

akta.pro rank

Product category

Automotive Body Repair and Customization Services

NAICS

Automotive Parts and Accessories Retailers (44133), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Motor Vehicle Parts & Accessories (3714), Coating, Engraving & Allied Services (3470)

akta.pro primary industry

Aftermarket Towing, Hauling & Utility Accessories Manufacturing (Hitches/Winches/Trailer Wiring/Cargo Carriers) (IMACANAO)

akta.pro secondary industries

Paint, refinishing & body shop supplies distribution (coatings, abrasives, tools, consumables) (CRAOANAF), Aftermarket Tools, Equipment & Garage Accessories Manufacturing (Jacks/Lifts/Diagnostic Tools/Compressors) (IMACANAM)

Keywords

• Vehicle bodywork services
• Commercial vehicle painting
• Custom vehicle construction
• Collision repair services
• Vehicle equipment parts

Headquarters

HQ city

Benken

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Bodywork and Repair Services: Bodywork (Carrosserie) and repair services including damage repair, glass damage, hail damage, smart repair, and spot repair. Services include insurance claim handling for seamless customer experience.
2. Vehicle Painting Services: Professional painting services for vehicles including motorcycles, commercial vehicles (Nutzfahrzeug), and specialized Rhino linings coating.
3. Vehicle Construction and Customization: Custom vehicle builds, trailer sales and service, pickup upfitters, transporter modifications, interior builds, snow plow equipment, and specialized vehicle solutions.
4. E-Commerce Parts and Accessories Sales: Online shop selling vehicle equipment, parts, and accessories including trailer components, axles, wheels, tires, lighting, securing equipment, and tools.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Freuler AG provides vehicle bodywork repair (Carrosserie), professional painting services (Lackierwerk), and custom vehicle construction (Fahrzeugbau) for commercial and private vehicles from two Swiss locations in Benken SG and Chur GR. The company also operates an e-commerce shop (freuler-shop.ch) selling vehicle equipment, accessories, parts, and tools exclusively within Switzerland. Additional offerings include Rhino protective coating, classic car restoration, motorhome repairs, and trailer sales/service.

Product overview

Freuler AG operates as a Swiss vehicle services company offering an e-commerce platform (e-Shop) for vehicle equipment, accessories, spare parts, and tools, combined with comprehensive workshop services. The product portfolio spans three main divisions: (1) Fahrzeugbau - custom vehicle construction including trailer building, PICK-UP and transporter upfitting, Rhino coating, and snow plow equipment; (2) Carrosserie - bodywork and collision repair including smart repair, glass repair, hail damage, and insurance claim handling; and (3) Lackierwerk - professional painting services for motorcycles and commercial vehicles with specialty Rhino linings coating. The ROCKPEAK sub-brand focuses on commercial vehicle upfitting solutions. Located in Benken SG (bodywork/painting) and Chur GR (vehicle construction), the company serves customers throughout Switzerland.

Differentiator

Problem solved

Functional benefit

Products and services

• Carrosserie (Bodywork Services) Bodywork and collision repair services including glass damage repair, hail damage repair, parking damage repair, smart/spot repair, replacement vehicle provision, and insurance claim handling for private and commercial vehicle owners.
• Lackierwerk (Painting Services) Professional painting services for motorcycles, commercial vehicles (Nutzfahrzeug), and specialty coatings including Rhino linings protective coating.
• Fahrzeugbau (Vehicle Construction) Custom vehicle construction services including trailer building, vehicle modifications, PICK-UP upfitting variants, transporter conversions, Rhino coating, snow plow/winter service equipment, and interior fit-outs for commercial vehicles.
• e-Shop (Vehicle Parts and Accessories) Online e-commerce platform for purchasing vehicle equipment, accessories, spare parts, tools, and workshop supplies. Ships exclusively within Switzerland.
• ROCKPEAK (Custom Vehicle Upfitting) Custom vehicle upfitting brand offering specialized solutions for commercial vehicles and fleet modifications, including pickup upfitting and transporter conversions.
• Oldtimer Restaurationen (Classic Car Restoration) Classic car and vintage vehicle restoration services for owners seeking professional restoration and specialty painting that preserves vehicle authenticity and value.
• Wohnmobil Reparaturen (Motorhome Repair) Motorhome and recreational vehicle repair services for owners of caravans and motorhomes needing quality repairs and custom painting.
• Anhänger Verkauf (Trailer Sales) Trailer sales including new trailers and trailer construction services for commercial and private buyers.
• RHINO-Beschichtung (Rhino Protective Coating) Rhino protective coating application service for vehicle beds and cargo areas, providing durable surface protection for commercial and private vehicles.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor.

• ElviaminorOthersInsurance company displayed as partner on Freuler AG website for insurance claim handling services. Elvia provides insurance coverage for vehicle owners who then use Freuler's repair services.
• AXA WinterthurminorOthersMajor Swiss insurance company displayed as partner for insurance claim handling. AXA policyholders can use Freuler's repair services with streamlined claims process.
• BaloiseminorOthersSwiss insurance company partner shown on website. Baloise customers benefit from Freuler's professional repair and painting services.
• VaudoiseminorOthersSwiss insurance company displayed as partner for vehicle insurance claim handling services.
• Zurich InsuranceminorOthersGlobal insurance company partner for handling vehicle insurance claims. Zurich policyholders can access Freuler's repair and bodywork services.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Market position

Competitive moat2 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/freuler.ch
• LinkedInlinkedin.com/company/freuler-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 Freuler